Brand• Created a complete brand manual for 360-degree application across customer’s touch point & media; developing contents for product / application brochures for effective brand building and perspective communication.• Created iconic promotions like Free Shopping Weekend, Rock bottom Fridays, Unbranded to Branded and RED zone sale.• Conceptualized the world’s first ever ticketed shopping event, generating 15% of annual sales in 5 days. It was replicated by Future Group for all other formats. Business• Reinvented brand and business of Brand Factory (that existed from 2006) from Rs 650 crores brand in 2014 to a Rs 3500 crores in 2019, in a span of 5 years.• Been instrumental in driving double digit growth for LTL stores and overall growth of above 50%.• Involved and contributed in all aspects of the business like category management, HR, operations and expansion plans to new markets. Digital First• Built the brand on zero cost through moment marketing• Created one of the most visible and engaged apparel brand with more than 1.8 million fans on Facebook and over 350,000 on Instagram• Drive customers from online to offline through IP’s and targeted initiativesCRM and Partners• Created a unique program “Be the first to know” and created a 2 million base in two years, contributing to 20% to the company’s overall promotion sale.• Optimized Payback loyalty program to drive new / never transacted customers from other partners, effectively generating 10% of overall business from new customers.• Conceptualized a unique surprise for customers on POS to get additional business from regular customers and drive non performing categories.• Partnered with PayTM / Bajaj Finserv and loyalty rewards to drive different business objectives.Visual Merchandising• Made VM a business driver and created tools to help drive store business and liquidate inventory.• Creating FOMO for promotions through communication and display strategy.

• Launched and built the brand on experiences.• Explored new avenues of connecting with target audience-Expats, Food Bloggers and Food lovers.• Drove new store launches• Planned integrated promotion campaigns and activations for stores• Created associations with leading food magazines and stake holders to build the brand.

• Launched Future Group multi-partner loyalty program “Payback” with leading formats like Big Bazaar, Central and Brandfactory.• In a short span was able to drive 50% of the group annual business through this loyalty program.• Successfully created a base of 14 million customers in 2 years • Conceptualized key properties like Payback Friday /Previews/New season launches to build loyalty and connect emotionally• Designed and delivered marketing campaigns that are data driven, segment focused with accountability for the effectiveness of the campaigns acrossmultiple points of sale.• Established metrics to measure program success and develop tangible financial and operational targets and objectives for each program, working with Analytics, Product and other stakeholders to deliver business objectives.• Leveraged the loyalty program to focus on repeats, lapsers, business contribution and coalition partners.

• Responsible for driving business worth 1100 crs and revenues for over 55 storespan India in more than 26 cities for Pantaloons through Activations, Innovativepromotions, BTL activities, new store launches Space on hire, Gift voucher sales.• Designed Annual integrated marketing calendar integrating teams fromOperations, Visual Merchandising and Product.• Successfully created & implemented national promotions that helped increasebusiness and customer entry.• Led a large team of 5 managers and 20 executives at HO and regions• Built contemporary imagery for brand Pantaloons through sponsorships andassociation with prominent events like Femina Miss India and movies like “3Idiots”

• Led Marketing function for US• Responsible for marketing, brand building activities for the US market.• Conceptualized events and worked closely with Indian organizations.• Identified potential markets and community leaders within the market through networking for lead generation activities.• Built a strong network of channel partners for increasing business.

• Responsible for marketing function for western region with a turnover of over Rs 600 crores.• Created activations properties to keep Central malls buzzing.• Successfully Launched 5 malls measuring 5 lakh sq ft of retail space and a turnover of Rs 400 crores.• Conceptualized promos and IPS like War of Djs, Salsa dance competition, Bid and win for the region for generating foot falls and revenues.• Created opportunities for Space on hire and gift voucher sales for the format.

• Conceptualized and implemented promotions / events to drive footfalls.• Cross promotion and Tie-ups.

• Responsible for driving sales through promotions and events.• Created POS material• Developed quantity purchase scheme for trade.• Cross promotions and tie ups for increasing visibility

• Managed campaigns and new product launches.• Evolved and developed new channels, this helped increase our presence and visibility in non-conventional outlets.• Closely involved in packaging of new SKU’s.