Dhiraj Kapoor

Flat no- ***, Tower -**, Paras Tierra Society, Sc- 137, Expressway, Noida-201301 ● +91-999*******, 971******* ● ac8oj2@r.postjobfree.com ;

Overview

Accomplished, senior marketing professional with broad Handset, CD, DTH, Telecom & FMCG experience, encompassing strategic planning, Marketing communications, ATL- BTL Planning & Procurement,Trade marketing, Segmentation & channel marketing, Celebrity & Event Management, Mkt research, interactive marketing, Infilm Branding, creative development, media planning & buying, public relations, business development, visual merchandising & 360 degree Retail solutions, Indepth Costing Knowledge for every media, with the ability & skill set to provide creative, innovative, enthusiastic & forward thinking leadership in a team environment. Focused approach on achieving continuous, Qualitative, Cost effective & improved business performance.

●Nationally award-winning MARCOMM professional with 17 +years of experience in leading corporate marketing and communications for multimillion turnover companies across diverse industries.

●Recognized proficiency in development & implementation of overall brand and marketing program In Urban & Rural, business strategies, PR-Media & Trade Meet, Product Launches, Celebrity & Events management to enhance business relations, research & audits, market analysis and product positioning plans & policies.

●Expertise In strategizing new Brand/Product Planning & Launch for Handset, DTH, Telecom & FMCG devising clear strategy to achieve APRU, new acquisition, Service parameters scores & enhancing brand image .

●Strategize and enhanced Brand Penetration on 2 Lac active rural & urban outlets. Branding and distribution support on top 4500 Urban / Semi urban towns.

●Innovative communication, visual merchandising & branding opportunity to franchisee / retail / company outlets in order to increase footfall and enhancing ARPU, Acquisitions and service scores . Managed around 35 campaigns/ year ( Both strategic and Tactical for Brand, Recharge, Acquisitions and Service) .

●Support to internal stake holders in achieving Revenue / volume in various categories by channel thru channel integrated program & Segmentation marketing with existing and new customers ( include Retail counters, Key accounts & Mass customers ) .

●Liaison, coordinate, Media Mix, Sports players promotion & management, Sponsorships, Ground Readyness, Trade Meets & Alliances for Gujarat Lions ( Indian Premier League) matches in various locations across india .

●Respected leader of core marketing communications team in HO, Presently Heading BTL strategic planning & Procurement vertical. Conceptualize & orchestrate marketing campaigns that effectively reinforce & build brand images.

●Developed Vendors across the country & abroad with strict adherence to quality, bandwidth Rates & successfully achieved quick turnaround for every job including Shoots, Research, outdoors . Managed 200Cr + budget for various Retail & Trade marketing program

●Ensured World class experience thru Experiential Marketing to Customers ( B2B, B2C )

●An effective communicator and team leader with proven team building and management abilities.

●Successfully planned Promotions to acquire customers & active lead generation programme thru alliances & media mix ( ATL, BTL, Digital media )

●Successfully planned & achieved RURAL Promotions, better connect targeting 1Lac+ upcountry markets

●Done around 700+ Events, Exhibitions & Activation both in India & Abroad

●Data Analytic, data driven marketing, MIS coordination with various departments for Trade Marketing Roadmap along with corporate tie ups/ alliances for mass procurement

●Trade & Consumer Research ( YOY, Qtrly & campaign based Dip Sticks / audits ) for way forward approach

●Develop, amended guidelines, new process/policies for achieving / streamlining mktg function .

●Ideated Award Winning Airport & Strategic Branding thru Innovations

●Support for NGO ( E waste ) & Blind relief association thru various internal program .

Skills

●Marketing Strategies & Campaign

●BTL Activations & GTM Strategy

●Creative Development & Branding

●Focus Group & Market Research

●Team Building, Leadership Role

●Celebrity meet & usage

●Speaker & Presenter

●Media Plan, Buying(ATL/BTL/Digital)

●Product Launch,Trade & Media Meet

●Negotiation, Vendor Development

●Marketing Budget Planning

●Trade Marketing & Engagement

●IPL ON ground management

●Internal Trainer ( Mktg & Sales)

Recent Awards

Best Rural marketing campaign for Brand development, 2017 by Asia Retail Congress

Best CSR Activity 2017, For Gujarat Lions- Intex, 2017 by Asia Retail Congress

Award for Drivers of Digital in 2017 For “Dhaga Bandho Mannat Mango” – an Online / Offline integrated Campaign

Won Driver of digital award in 2017 for a sports campaign .

Intex R & R Award in 2015 & 2016 – Trade Engagement & Brand Visibility, Successful marketing drive for Gujarat Lion building fan base & Connect .

Dish Excellence Award – (New Product Launch & Brand Refreshment), 2008 & 2012

Professional Experience

INTEX TECHNOLOGY (INDIA) LTD – Leading Indian Handset/Electronics Manufacturing company –

Presently associated since June 2015 as DGM – Marketing ( BTL Head, Nationally ) and looking after Handsets, consumer durable, Accessories & IT marketing for various products & categories .

-Managing budget of 100Cr / year for various marketing initiatives covering –

oStrategize, develop various marketing & promotional campaign ( tactical)

oDeveloping various communication tools to enhance revenue, Sales numbers ( Smart phone & Feature phone, LED, Ref, AC, IT & Accessories ) .

oRetail visibility on 1lac+ outlet (including intex smartworld) thru signage, Pos & merchandise

oTactical & Strategic Outdoors & OOH ( 12 campaigns in 3 years ) .

oTrade marketing & Engagement thru various initiatives inc National & international Trade Meets ( 250+ meets )

oStrategic participation in Exhibitions ( International & National level ) like MWC Barcelona, china etc( 100+ participation )

oActivation program, Events, Sponsorships. press conference & MICE ( 300+ city activations )

oMedia Planning including Cinema, Radio, In film Promotion as niche promotional tool

oBollywood, Sports Celebrity engagement & Activities around brand ( handled suresh raina, madhuri dixit, Farhan Akhtar, mahesh babu, surya & sudeep) .

oDeveloped Visual Merchandise, planogram and roadmap of qtrly engagement activities with team of 100+ field resource .

oIdeated / developed and implemented SIS / LED stands / AC Stands for Mobile, CD Categories products including in store driven activities on Modern Trade ( 2000+ Top counters ) .

oTraining, support to strong 5000 workforce working on top counters fetching 40% revenue .

oProduct specific merchandising to drive its USP on outlet & getting TOM visibility .

oInter / intra department coordination & alignment with product, procurement, finance & sales

oRetail Research & Dip Sticks to evaluate performance / effectivity .

oCost effective measures, Savings & vendor Management ( both In HO & regions)

oInitiative to Enhance Brand imagery thru niche marketing including Airports Strategic Branding

oIntegration of offline promotion with online / social media

oApp based real time monitoring & data collection of VM, VISIBILITY & Activations

oDevelop & amended Process, Guidelines for smooth functioning in alignment with finance & sales.

oCoordination & successful outcome of Qtrly, yearly Audit reports of E&Y, Internal Auditors .

- Gujarat Lions (IPL Franchisee Team) as Marketing Coordinator for 2016 & 2017 Season –

On Ground promotion for the team

Launch of Team, Players and Jersey

Managing Rajkot Cricket Ground Management & operation .

Alliance & Marketing Tie ups to promote Brand, Sponsors alignment & Engagement

ATL, BTL, Outdoors, Radio, Fan park engagement with Brand & GL .

Developing Merchandising, Creating buzz in order to generate revenue thru various means .

Hospitality Management (including Hotel, Travel, Meet & Greet for sponsors ) .

Marketing of individual player & team promotion thru various mediums

Sponsorships & Revenue generation for the team thru various alliances.

Strict adherence to guidelines of BCCI with zero deviation

DISH TV INDIA LTD, Noida (Head Office), India –No.1 DTH service providing & a group company of Zee Network Enterprises. National & Global presence with turnover of INR 20 billion.

Deputy Vice President-Heading Marketing-BTL Vertical, June/2007 to May 2015

Promoted twice (Journey from Sr. Manager to Deputy Vice President in 8 yrs ) & appointed to lead the entire marketing-BTL function through a turnaround. Assumed majority of responsibilities & accountabilities previously held by the Sr. VP & HOD of field marketing.

Manage core corporate marketing and communications functions, overseeing INR 400 M annual budget, taking functional reporting of 27 resources deployed pan India at circle/State level . Formulation & implementation of national marcom plans & strategies, retail visibility management, Trade Relations thru State level Meets & conferences, POS & visual merchandising production, brand management, outdoor media selection, vendor development & management, cost negotiation & effectiveness, retail research & audits, product launches, Creating events, exhibitions, tie-ups & press conferences, innovations, Budgeting, reporting, reviews & presentations.

Selected Accomplishments:

●Drove the development, Planning & implementation of brand & marcomm calendar for national as well Zone/State handling level events, Trade meets, Organizing Press conferences, Celebrities lead events, tie up & sponsorships to enhance brand imagery, Business Relationships, Acquisition & revenue. Building Relationships and engagement with more than 60K direct Strong ACTIVE channel partners .

●Driving GO TO MARKET Strategy & Led market launch of various new products, twice brand refreshment, identified opportunities, researched new product possibilities through subs & retailers feedback, collaborated with sales team and created campaigns expanding retail & alternate channels network to 2 lac outlets .

●Drive corporate branding program & Created concept of exclusive & multi-brand shops, instrumental in framing retail visibility guidelines/ plan-o-gram in the form of “Look Book” to improve flow & an effective utilization of visibility assets by sales/marketing team on retail channels.

●Worked closely with functions like service, revenue & sales to create / execute trade/ subscribers comm.

●Developed and launched annual/monthly national level integrated Retail Visibility & Exclusive Trade Marketing projects in urban & rural 4500 top mkts & 50k rural towns, Pos material & visual merchandising planning, monitoring, execution & feedback across retail channel that led to grab 29% visibility .

●Planning right & cost effective media mix to enhance engagement & footfall @ large exclusive store

●Performed ongoing Retail/market research, dip sticks, Trade audits and demographic profiling to identify and capitalize on unmet market needs ahead of the curve that propelled sub-base from 3 M (2007) to a projected 10 M (active) by 2014 year beginning.

●Initiated decentralized framework of vendors, Developed national & regional level vendors & agencies for POP, Retail, ISD, Merchandising & Events.

●On ground activation integration with digital media & engagement of activities with CRM .

●Managing quality of work, adherence of guidelines as per Retail Look Book for implementation at every level & Budget Management & MIS & monitoring brand wise spends for Brand, Acquisitions & Recharge .

-Responsible for Strategizing, development, rollout of all services, product and programe’s of Trade Sales, HR, U&R & Service Initiative’s .

Other Achievements

1.Branded almost 0.8 Million Retail counters across country with Shop In Shop & other innovative media & achieved Brand Visibility share to 27% in DTH category.

2.Developed 250+ Vendors to tap every urban & rural market for branding opportunity In trade

3.Driving Cost Effective projects & continuous vendor negotiation ensuring rates within defined bandwidth .

4.Successfully accomplished a strategy with 600+ Trade / other sales-mktg meets & conferences to achieve business goals which changed the brand perception & engagement with trade / customers .

5.Well coordinated Celebrity (Like SRK) shoots & Celebrity events (Bollywood, Tollywood) for customer / trade engagement at various intervals . Successfully handled Indian Cricket League & later IPL as associate sponsor & engaged players with Trade, media & Customers .

6.Identify, Shortlist, Negotiate, Recruitment of manpower agencies managing 3000+ Direct selling resource and 500 permanent ISD’s to achieve sales numbers & revenue yoy contributing 20% sales thru defined acquisition promotions, lead generation activities from social media .

RELIANCE COMMUNICATIONS LTD, Chandigarh, India – India’s largest private sector telecom company dealing in both CDMA & GSM technology with subscribers’ base of 150 M & turnover INR 250 billion.

Manager Marketing Communications, 12/2002 to 05/2007

Promoted from Assistant Marcom Manager to this position responsible for planning & directing the development & implementation of overall circle marketing communication plans, brand positioning, Media Planning & buying, new product launch & test marketing and general marketing activities (GTM) .

Developed marketing programs for both CDMA & GSM services for Punjab & HP circle. Used an integrated approach to create strategic & tactical communication & brand visibility for both brands. Spearheaded Circle marcomm campaigns, Trade marketing initiatives, budget planning & execution, Cost Effective media’s & material implementation, circle mktg team handling, vendor management & Trade research .

Selected Accomplishments:

●Spearheaded & controlled INR 30 M circle marcom budget for various marketing programs. Led brand refreshment project twice in circle. Launched 300 small markets under “Phase-II Expansion Project.”

●Leading team of 10 resources for launching of Reliance products across the circle including media planning- buying, brand development - promotion using ATL, BTL, Digital & VAS activities.

●Ensuring briefing, production & execution of various tactical ( offer/Product / VAS based communication / campaigns ) & developing PoS, On, In-shop branding, retail & visual merchandising for 25K retail trade outlets, 200+ Company owned outlets, Web worlds & WWE’s .

●Campaign planning thru Media Mix ( Newspaper, Radio, Electronic & Digital media ) thru ATL support .

●Campaign & Brand Research with 360 degree feedback mechanism on every tactical campaign along with eye on competition for every single change in 6 player industry .

●Organizing frequent Press conference & trade meets, Tie-ups,Customers meet for brand enhancement in leading markets . Planned customer acquisitions thru effective planning & participation .

●Maintained outdoor brand visibility through strategic & landmark outdoor sites targeting customers both in main cities & rural mkts . Initiated & responsible for design, development & implementation of retail & consumer research to understand the effectiveness of communication & marketing program.

●Undertaken various projects on innovation in retail branding. Vendor management & coordination with commercial department to bring cost effectiveness in marketing material.

INDIAN TABACCO COMPANY LIMITED, TOBACCO & FOODS DIVISION, ( Branch Level)

Executive- Trade Marketing & Distribution, 06/2000 to 11/2002

Led sales driven activities, active participation in designing & implementing of sales & marketing strategies at branch level, expertise in market plans execution, sales & distribution management, competitors & market analysis, derived various activities to enhance brand visibility and product positioning.

Selected Accomplishments:

●Key member of strategic management team at branch level developing & implementing growth strategies which resulted in year on year revenue increase of more than 100%. Led team of 10 sales supervisors, 8 wholesale distributors & 70 FOS.

●Planned “Will Made for each other nights” in leading markets of North India targeting prospects and HNI customers. Developed first of its kind a Mobile outlet In tourists markets which was a huge success .

●Key role in product launch & sales augment in territory. Sales grown by 120% in FY 2001-02. Successfully Launched Aashirwad in Atta segmant, Mint-O & Candyman in confectionery, Aim & Mangaldeep in matchbox, Kitchen of India-R2 & Capstan Menthol, Wills Flake in cigarette category .

●Ensured brand visibility on retail channel through visual merchandising & Kiosks, PoS material display, outdoor media, wall painting & highway branding. Captured 35% market share in Atta & 60% retail space.

●Conceptualized, executed various trade marketing, display schemes, events & business schemes. Effectively used innovative Product Presentation tools to enhance product visibility in the restricted advertising scenario on cigarette

●Developed an exhaustive “Key Account Plan”-A channel focused strategy for selling which was used across the section & achieved huge success. Expanded & created dominance on HORECAs & new channel

Technology

Software:

SAP Tools, Photoshop, MS Project, MS Office (Word, Excel, PowerPoint), App based Tracking & monitoring tools & RATS .

Education

SRI SRINGERI SHARADA INSTITUTE OF MANAGEMENT (APPROVED BY AICTE), New Delhi

Master of Business Administration (MBA), 06/2000

●Major: Marketing & international business

●Graduated (BA) In History, Political & Sociology. University topper In History Hon’s

●Portfolio on Request ● Available for Relocation

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