Manager Marketing

KUNAL MAHENDRU

**** ******** *****, *********** *** 6E6, Ontario

Mobile: +1-437-***-**** E-Mail: ac8hyh@r.postjobfree.com LinkedIn: www.linkedin.com/in/kunalmahendru/ Field Marketing Brand Management Business Planning BTL Campaigns Vendor Management Product Marketing Customer Lifecycle Management Pricing Strategy Customer Retention Market Research Competitive Analysis Strategic Planning Revenue Generation Business Development SUMMARY

• A multi-faceted and result-oriented marketing professional with more than nine years of experience in the Telecom, Media, Wine and Spirits domains

• Outcome-oriented professional with proven success in establishing leadership position for brands and organizations, identifying new growth opportunities and initiating strong business alliances

• Expertise in building brand, developing marketing strategies and driving consumer engagement through marketing promotions and events handling marketing budget equivalent to CAD $1.5Mn

• Sound knowledge on latest field marketing tools and techniques with ability to create customer focused win- win initiatives

• Hands-on experience in product marketing using campaign management

• Strong experience of implementing consumer micro-segmentation projects with industry leading firms

• Adroit in increasing revenues, developing profitable relationships, coordinating with decision-makers, building an extensive client base and market development

• Skillful in implementing strategic plans for operations aligned with business strategies, thereby achieving corporate goals and set targets

PROFESSIONAL HIGHLIGHTS

• Sales and Marketing Best Practice Award 2016-17 for Consumer Insights into Action at Pernod Ricard India

• Part of the project team that launched Campaign Manager for Customer Lifecyle Management at Idea Cellular

• Successfully launched DishTV’s “Only for You” service

• Team Excellence Awards for improving contribution of segmented offers by 15% at Idea Cellular Ltd

• Received Aditya Birla Award for Outstanding Achievement 2012 in a group wide competition WORK EXPERIENCE

Pernod Ricard India Ltd., India Jan 2016 – Dec 2018 Field Marketing Manager– North & East India (CSD)

• Led and executed brand marketing calendar for North & East India

• Maintaining leadership position of brands in terms of Net Sales and Market Share with 5% volume growth FY18

• Analyzed market trends, competitor activities, channel partner, category and consumer requirement / demand

• Executed numerous touchpoint, traditional and digital plans in order to create memorable experiences

• Scrutinized field marketing budget, equivalent CAD $1.5Mn, for its effective utilization

• Established and developed trusting and impactful relationships with internal and external stakeholders

• Recommended, implemented and analyzed effectiveness of marketing activities Dish TV India Ltd (Essel Group), India Jul 2015 – Dec 2015 Senior Manager – Usage and Retention

• Successfully lead DishTV’s “Only for You” project on Customer Lifecycle Management for offering customized products to subscribers

• Launched DishTV’s “Bonus Burn” loyalty program on www.dishtv.in

• Enhanced Consumer and Trade engagement for DishTV India Limited Idea Cellular Ltd (Aditya Birla Group), India Jul 2013 – Jun 2015 Manager – Prepaid Product, Marketing, UP (W)

• Augmented product revenue and subscriber usage of UP(W) and Uttarakhand service area

• Planned and launched products to consumer micro-segments and increased their penetration to drive region to No1 among leadership markets in Jan’15

• Handled BTL campaigns to push product sale through retail and managed retail/trade engagement

• Organized consumer campaigns and promotions to develop customer engagement activities

• Managed product and campaign ROI evaluation to determine the success and failure of products & campaigns

• Ensured customer retention by increasing penetration of emergency talk-time product from 27% to 43% during FY15 Idea Cellular Ltd (Aditya Birla Group), India Oct 2010 – Jun 2013 Marketing Manager

• Played a key role in project IRIS intended at enhancing usage and revenue through customer lifecycle management along with McKinsey & Co. as Consulting Partners

• Formulated intelligent micro-segments of customers to identify set of homogenous subscribers that can be targeted

• Extensively involved in implementation of Campaign Manager, a SAS CI Studio solution aimed at end-to-end handling of segmented product offerings

• Amplified customized product offerings at the most appropriate price based on triggers generated dynamically due to changes in customer behavior

• 15% improvement in Net Contribution of segmented offers Idea Cellular Ltd (Aditya Birla Group), India Aug 2009 – Sep 2010 Assistant Manager

• Strategized and executed roll out of Idea’s customer service centers across Tamil Nadu

• Planned & managed budgets and cost control activities for the Postpaid service center channel

• Ensured profitability of all Postpaid channel partners

• Tamil Nadu service centers Ranked No.1 across all Idea cellular circles by Neilson India in Q4 ‘09, Q1 ‘10 and Q2 ‘10

EDUCATION

• Master of Business Administration (MBA) in Marketing from FORE School of Management (2007 - 2009)

• Bachelor of Technology (B. Tech) from Guru Gobind Singh Indraprastha University (2003 - 2007) CERTIFICATIONS

• Six Sigma (Green Belt)

• Wine & Spirit Education Trust (WSET) Level 2

References will be provided upon request

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