Manager Marketing
Resume:
Entrepreneurial Marketer with a track record of delivering results in Healthcare, CPG, Alcohol Beverage industries in Canada & India. Re-launched brands, increased customer traffic, revenue & market share. SKILLS
BRAND MANAGEMENT: Marketing Planning, Positioning, Segmentation, Budgeting, New Product Development, Packaging, SKU Management, Nielsen Reports, Building Agency relationships. DIGITAL MARKETING: Social Media Management, Analytics, SEO, SEM, Keyword Optimization, Content Strategy, Wireframing, ORM, Lead Generation.
ADVERTISING: TV & Video Production, Print, Outdoor, Cinema, Radio, Animatics & Pre-Ad Testing. MARKET RESEARCH: Concept Testing, A/B Testing, Net Promoter Score / Voice of the Customer surveys. MARKETING PLANNING: AOP & Monthly marketing plans, thematic calendars. ANALYSIS: Test & Control analysis, Customer Profiling. PROJECT MANAGEMENT: Stage-Gate process.
LEADERSHIP: Aligning Business Goals & Marketing Objectives, creating & implementing processes. P&L OWNERSHIP: created processes to grow revenue & profitability. TEAM BUILDING: Hiring, coaching, managing a team - 5 direct & 12 indirect reports. EXPERIENCE
Head - Marketing, Apollo Health & Lifestyle Ltd., India Jan 2016 - Nov 2017 ROLE
Head of the marketing department and Executive Committee member. Responsible for 4 healthcare brands - Apollo Clinics (www.apolloclinic.com), Apollo Diagnostics (www.apollodiagnostics.in), Apollo Cradle (www.apollocradle.com) and Apollo Spectra (www.apollospectra.com). Responsibilities included Lead Generation, Marketing Process improvement, Managing Budgets, ROI Measurement, Team Management (5 direct reports).
ACHIEVEMENTS
• Created a Sales Funnel and built a lead generation & tracking process for all Online and Offline Marketing initiatives for a portfolio of brands - Apollo Cradle, Apollo Fertility, Apollo Spectra, Apollo Clinics and Apollo Diagnostics, generating 12% of revenue and a 7X return on marketing spend.
• Launched 6 hyper-local websites, optimising them for SEO & integrating social media plug-ins.
• Built a cohort-based CRM plan delivering +1% incremental revenue across all Apollo brands.
• Analyzed business performance, creating strategy, building and implementing marketing plans. Head - Marketing, Jubilant Retail Ltd., India Jan 2013 – Dec 2015 ROLE
As the Marketing Head, I was responsible for creating & implementing marketing plans including, ATL, BTL, e-commerce, digital marketing and loyalty programs designed to grow customer traffic & revenue. ACHIEVEMENTS
• Developed & implemented a CRM based loyalty program, resulting in 3% revenue growth. DHANANJAY
CHITHATHOOR
2702-15 Viking Lane, Etobicoke M9B 0A4
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• Launched a private label apparel brand. Category grew to 12% of the overall topline.
• Launched `Click & Collect` - an e-commerce initiative, increasing customer loyalty by 5%.
• Created a 52-week catchment level marketing plan to grow customer traffic. Sales grew +15%. Marketing Manager, Kruger Products Ltd., Mississauga, Canada Nov 2006 – May 2010 ROLE
Responsible for marketing Consumer White Swan Tissue Paper including Brand Management, Planning, Budgeting, Sales Tracking and Nielsen reports. Managed key-account relationships with retailers like Costco, Walmart, Loblaws, Canadian Tire and Metro along with the Sales team. Developed and executed detailed marketing plans for the entire White Swan line of tissue products. ACHIEVEMENTS
• Repositioned the White Swan Consumer Tissue brand and grew sales volume for the brand portfolio.
• Championed EcoLogo certification for 21 SKUs. EcoLogo is a stringent environmental certification that is conducted by a third party.
• Launched 3 SKUs at Costco and 2 SKUs at Walmart resulting in +1% increase in White Swan bathroom tissue market share at both accounts.
• Re-positioned White Swan Napkins at Costco, resulting in Napkin category growth; +16%.
• Led a packaging graphics change and transition plan, completing it in 45 days. Marketing Manager, Prudential Consulting Inc., Toronto, Canada Jan 2005 – Oct 2006 ROLE
Managed a $1.5 million project for the City of Toronto’s Waste Management department. ACHIEVEMENTS
• Managed the ‘Metering of Waste’ project from Inception to Delivery within record timelines. Marketing Manager, United Breweries Ltd., India Sep 1999 – Oct 2004 ROLE
Managed 4 brands of beer – UB Export Lager Beer, UB Premium Ice Beer, Kalyani Black Label Beer. Responsible for Brand Management, New Product Development & Innovation, New Product Launches, Marketing Research & Media Planning.
ACHIEVEMENTS
• Co-created a unique distribution model for UB Export 330ml Beer and supported that with a marketing campaign (TV, Radio, Outdoor & Print) that resulted in a volume growth of 223%.
• Created 'Ice Beer' as a category and launched it in 6 markets. Sold 0.2 million cases in the 1st year.
• Launched Jaguar Winey Beer as part of the NPD process and sold 0.5 million cases in the 1st year.
• Oversaw Media Planning for the entire company; CAD $5 Million. Additional Achievements, JWT Advertising, India
• Executed an extensive advertising campaign for Lipton Tiger Tea, a Unilever brand. Campaign was seen on TV, Radio, Print, Outdoor & Cinema. Sales volume doubled after the re-launch. EDUCATION
Post Graduate Diploma in Management T.A.Pai Management Institute, India
(Marketing & Strategy)
Bachelors of Science Bharathiar University, India
(Computer Science)
Certificate in Digital Marketing Management University of Toronto, Canada
(Currently enrolled)
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