Sr Level Assignments: 24 years of expertise in FMCG,Retail & Malls

M.V.KRISHNA RAO

H.NO:**-***/*, ANANDBAGH, Phone : 040 - 27240416

MALKAJIGIRI, HYDERABAD Mobile : +91-996*******

PIN: 500047, Andhra Pradesh +91-984*******

India E -mail : ********@*****.***

S L Assignments: 24 years of extensive expertise in the FMCG, Retail & Malls

enior evel

Real Estate sector

Presently associated with leading Retail Real estate Group ., Hyderabad, India As Associate Vice

President – Retail, Business Development & Mall Operations. Managing the 2 largest upcoming

shopping centers in Hyderabad right from Design, Project,Leasing & Operational facilities to the

highest standards, achieving operational excellence in all areas . An out-of-the-box thinker with a flair

for charting out marketing strategies, contributing towards enhancing business volumes & growth.

Expertise in developing & managing retail channels in order to derive the required market share,

revenue and profit of the organization. Proficient in managing business operations, building c lient

relationship & achieving customer satisfaction. Deft in leading dedicated teams for running successful

business operations; gained experience in developing procedures and service standards for business

excellence. Excellent interpersonal, analytical & negotiation skills with proven track record of

spearheading numerous cost innovation projects during the career span.

Strategic Planning

Formulating strategies and reaching out to the unexplored market segments /

customer groups for business expansion.

Business

Development

Formulating annual business plan and income budget for the mall; leasing

strategy, tenant-mix & sales program; including ways and means for enhancing image.

New Set-ups

Implementing sales promotion plans & new store concepts

to generate sales for achievement of targets; coordinating the in -store promotional

Retail Operations

activities for new releases & special products.

Developing and maintaining a long term professional & beneficial relationship

Leasing Functions with all existing tenants to ensure continued and future business from this sector.

Formulating annual business plans / strategies for maximizing profitability &

Product & Brand revenue generation & realize organizational goals.

Promotion

Implementing business development plans for achievement of organizational

goal in terms of revenue and profitability targets.

Key Accounts Monitoring the performance of dealers / distributors with key emphasis on

Management achieving revenue & collection targets.

Conceptualizing & implementing service plans / policies for the organization,

organizing promotional campaigns and ensuring accomplishment of business goals.

Channel

Management

Implementing management systems in the organization & ensuring compliance

with the process requirements; ensuring optimum inventory levels for achieving cost

savings..

Commercial

Operations Training the team & ensuring adherence to the norms; reviewing yearly

performance of Sales & Operations Team for reporting to top management.

Analyzing latest marketing trends and tracking competitors’ activities with

Liaison &

market research and competition intelligence.

Coordination

Public relations & Liaisons with all government departments in ensuring the

smooth process for all necessary approvals .

Team Building &

Mentoring

EMPLOYMENT CHRONICLE

Leading Retail Real Estate Group, Hyderabad, India: Since Jul -2012

Associate Vice President – Retail & Mall Operations

As a Head for the Mall division & designated as Associate Vice president is full responsible of all the 2

large Shopping Centers that are in Hyderabad (1.6 million sft & 0.6 million sft ) & also 5 Mini Malls ( Each

mall of 0.25 million sft malls in 5 towns) that coming up in 2 Tier towns of Andhra Pradesh in the Design

process, Project ( Co-Ordination ), Leasing, Retail Fit outs, Marketing & Operations of the Shopping

centers and Mini Malls . Working very closely with the best international architects on the design front

keeping in view the Operational Issues for future and to the retail requirements of the malls and handling

entire Facilities & operations of all units across .

Also handling operations of retailing smaller projects of 30,000 sft with strong brands and building at as

food destination centres in around Hyderabad. Completed 2 major projects with complete food brands &

operational, And almost 5 under pipeline.

Responsibilities :-

Support the Center’s Designs approvals with the Architects local and International

Co –ordination with the Project Directors on the requirements as per the required standards for all

Malls Mini & Major and working closely with during the construction

Identifying the new land parcels for futuristic requirements across .

Ensuring the right brand mix with right zonings and achieve maximum efficiencies.

Working on marketing strategies that will drive tenants to the center.

Managing over all contracts.

Administration of all leases, reciprocal easement agreements and other covenants

Ensure all the centers meets all governmental regulations.

Operations and running of the malls, Leasing, Marketing, Retailer Relations, Kiosk Mgmt,

Engineering,Finance, HRM, & Operations etc overall

Inorbit Malls (India) Pvt. Ltd., Hyderabad, India: Oct’2007- Jul -2012

General Manager – Mall Operations & Retail (1.6 million sq ft built up)

As a General Manager of the Shopping Center & as the team leader was overall responsible for

maintaining the physical integrity of the properties, by creating an environment which enhances customer

satisfaction, driven tenant sales and positioned the property for future growth. As a General Manager

practiced advanced shopping center management experience while developing the center to one of the most

successful Mall’s of the country with an average 1.6 to 1.8 million average foot falls per month.

Strong background in Retail & Shopping center operations, Budget development, expense

control, negotiating service/systems contracts, communications and administration. Improved the qualities

in services and created innovations at the malls by introducing new services and handled Multi Units

operation management in totally 1.6 million sft built up mall of Retail in the area of operations,and

launched the largest Shopping centre of the company . Consistently developed cost cutting& profit building

initiates. ( Was in charge for The Other Value Mall- The Village of 0.6 million Sft also )

Strategic business sense, uncompromising work ethics and natural sincerity

have helped create consistent profits and have won loyal support & motivation of customers, employees,

partners, managers, local officials, & community leaders. Experience in ever y facet of the Retail & Shopping

Centre industry with a solid background in successful traditional & entrepreneurial avenues. Used a real time

–world approach to problem solving & well of experience to meet the challenges of this fast –paced,high

turnover industry.

Management Responsibilities :-

Support the Center’s Executive Strategic Plan

Maintaining the common area to specified standards

Identifying efficiencies and further enhancing the customer’s shopping center experience

Ensuring the common area is secure

Support the execution of Leasing, Specialty Leasing and Marketing activities

Implementing marketing strategies that will drive tenant sales

Managing service contracts

Administration of leases, reciprocal easement agreements and other operating covenants

Human Resource Responsibilities :-

Managed and developed the most talented center personnel to run the center

Supervising, leading and training the Second in command to run the center

Sr.Manager in the Operation and maintenance of the property systems for the center, daily operation

of the property and the supervision .

Chief Engineer in the area of maintenance of all service related – HVAC, Electrical & Fire .

Sr.Manager in the capacity of handling the Loss Prevention & Safety for the Center

Administrative Staff in the support they provide to the property

Responsible for the full life cycle of staff recruiting, on board training, performance management,

training/coaching, and off board .

Retailer Relations Responsibilities

Develop and maintain beneficial relationships with Retailer at the local, regional & National level

Team Member relationships

Facilitate the communication and collaboration, across all disciplines of the team .

Competition within the market

Prepare various reports requested by the corporate offices on sale data’s

Financial Responsibilities

Preparing and managing the center’s annual capital and operating expense budgets; Implementing

the capital expense as per plan in a timely, conscientious manner

Identifying and exercising CAM expense control strategies and tactics

Reviewing and approving disbursements in accordance with approved annual budget

Manage Property Accounts Receivable, including national, local and business development deals, in

conjunction with Corporate Accounting.

Leasing Responsibilities :-

Support the leasing effort for the center by right zoning mix and brands

Providing local market knowledge/intelligence related to economic, demographic and retail activity

Ensuring that, at all times, vacant spaces are occupied with local effort .

Assisting the Leasing Rep in presentation preparation, Site visit market tour s and provide other

financial and logistical information and support the leasing team as and when required .

Marketing Responsibilities :-

Support Marketing in preparing annual marketing strategies for the property

As a GM was the key individual responsible for building and maintaining community relationships

In partnership with the Strategic Partnerships group, host events and opportunities to showcase the

property to the community.

Ensured that the property/asset is positioned for future growth by observing and reporting market

changes relating to Demographics, Competition, Community and governmental issues including

taxing authorities, Economic development plans & Changes to infrastructure

Engineering Responsibilities :-

Ensure maintenance of all property operating systems, including HVAC / Electrical / Fire systems/

STP & Sprinkler system

Manage on-site Tenant Coordination and Common Area maintenance

Ensure timely turnover of space including all required documentation

Procure Landlord work project estimates and ensure project completion

Ensure successful early or on-time store openings with all service in place

Assist in the team effort to ensure that Common Area Refreshes are completed on -time and at or

under budget in conjunction with National Operations and Legal, ensure the center meets all

Government regulations .

Property Emergency Preparedness

Lead and act as the primary point of contact and spokesperson for the property during local crisis

events and in concert with Corporate Communication

Established and maintained strong relationships with local police, fire, public utilities and emergency

responsible agencies.

Work with Corporate Security and supply information requests in a timely manner.

Horticulture & landscaping

ITC Ltd.( Lifestyle Retailing Business Div), Bangalore – India: Feb’06 – Sep’07

Regional Retail Head – South India

Accelerated organic growth with existing customers and developed new revenue streams by maximizing

distribution from 210 outlets to 476+ and positioning products in nearly every mainstream retail distribution

channels . Re-structured region into customer focused teams, successfully solving problems with poor

performance in customer delivery metrics and increasing the efficiencies in delivery planning cycles and sales

promotions speed to market. Overall grown by 40% over last year and also increased the t otal category sales &

increased the sales of high value products .

Accountabilities:

Steered efforts for enhancing the organic growth with existing customers and developed new revenue

streams by maximizing distribution from 210 outlets to 476+.

Holds the distinction of re-structuring the region into customer focused teams and solving problems with

poor performance in customer delivery metrics and increasing the efficiencies in delivery planning cycles.

Significantly boosted the overall growth by 40% over last year and also increased the total category sales

& increased the sales of high value products.

Managed All India large formats stores – Central / Lifestyles, etc.

Instrumental in opening exclusive retail outlets in the area of operations from 11 to 36 within 1 year.

Zodiac Clothing Company Limited – India: Oct ’97 – Jan ’06

Area Retail Head – South India

(An industry manufacturing Readymade Garments into Luxury Fashion Retailing)

Progressed on the fast track through positions of increasing challenge and responsibility to lead a team and

direct all strategic marketing and sales plan for the mass retail penetration including smaller markets .Developed

and implemented new sales organization,recruiting people handling independent products and responsible for

the category .Developed the single logistics centre for effective logistics control there by reducing the

inventories to zero at branch level . Built strong relationships with key industry individuals at the wholesale,

distributor, and retail levels. Brought on board to manage pivotal financial policy by turnaround the collections

by advance post dated cheques from the trade.Charged with correcting operational issues that negatively

affected the organization.

Area Retail Manager – South ( APR - 2003 to JAN- 2006 )

Key accounts Manager -South ( NOV -2000 to APR -2003 )

Branch Manager ( OCT -1997 to OCT -2000 )

Accountabilities:

Additional responsibility of handling All India Key Accounts .

Achieving Regional targets and responsible for the overall Regional administration .

Exploring business potential, opportunities & dealers to secure profitable business volumes.

Retail development / Key Accounts /MBO’S business plans and development plans

Developing a complete sales & marketing programs for Managers .

Processing Dealer appointments & Distributors

Motivating the team to enhance team and personal performance levels.

Appointment of company Retail outlets in the Region .

Maintaining customer relation and follow up for timely payments.

National Panasonic Limited – India: Jan ’93 – Sep ’97

Branch Head

( an MNC industry manufacturing Dry cells with Japanese collaboration M/s.Matshushita Group ) now called

as M/s.Matshushita Lakhanpal Battery India Ltd ( Panasonic battery division )

Joined senior management team to introduce to market the existing product line and new product line of

consumer appliances into traditional retail channels of distributions,including all departmental stores,

supermarkets and institutional marketing .Devised and rolled our aspects of commercial and sales programs

.Took over during a period of sluggish sales & home town domination of the competitors brands and re-

structured the state to achieve 21% growth targets and made Hyderabad city as a role market f or all India on

3D Novino gold segment distribution .

Accountabilities:

Appointment of MWS and Stockiest .

Controlling & Covering a the entire retail outlets of approx 28000 outlets of AP.

Handling large Sales Force Network .

Development of market strategy’s basing on budgets .

Conducting sales training programs for Sales personnel .

Control of de-centralized budgets .

Handling sponsorship programs.

Control of overall administrations .

Controlling the logistics – inwards and outwards control basing on month to month business plans

and ensure no stock outs .

Achievements of assigned targets

Inventory control .

Purchases & finalizing of all properties ..offices,warehouses etc .

Finalizing the annual contracts to the transport vendors

Deployment of Manpower

Recruitment of manpower .

Godfrey Phillips India limited – India: Oct ’88 – Dec ’92

Sales Officer

( an MNC industry manufacturing Cigarettes with U.S collaboration M/s.PHILLIP MORRIS Group )

Selected for the major assignment to lead sales, marketing and launch of an international brands & premium

domestic brands in the domestic market . Working on organized distribution network and covering the entire

outlets for the mass brand by covering all micro village markets amounting to totally 50000 + outlets in the

assigned territory .

Accountabilities:

Product launching, Coordinating Product Publicity & achievements of targets

Appointment of Distributors and distributions through all channels .

Handling sponsorship programs.

Development of market strategy at field level by introducing various incentive schemes .

Conducting marketing surveys and to assess the product strength for improvement of market share .

ACADEMIC QUALIFICATION:

Master of Business Administration (MBA )– Osmania University

Bachelor of Degree in Arts- (BA )Osmania University

PERSONAL PROFILE:-

Name : M.V.KRISHNA RAO

24th May 1966

Date of birth :

Languages known : Hindi, English, Tamil & Telugu

Advisory Member :-

Advisory member for a leading B-school in Osmania University on Retail Management.

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