Sales Marketing

M. SUNDARARAJAN

No - ** A, Nagarujna nagar *st Street, Kodambakkam, Chennai - 24

E-mail: ********@*****.*** Mobile: 893-***-****, 880-***-****

Focused and results-oriented professional experienced (9+) in leading and

operating FMCG marketing organizations in dynamic, competitive

environments.

- C O R E C O M P E T E N C I E S -

Consumer Marketing, Distribution, New-Product Development, Key Account

Management, Personnel Management,

Brand Management, Human Resource Function

PROFESSIONAL EXPERIENCE

Business Manager - Mohan Associates

JAN

2014 - Till Date

. Performed general management duties; procured new customers and

maintained customer relations; wrote and designed all print and

electronic marketing materials; created and maintained social media

marketing.

. Increased revenues 30% in six months by locating and effectively serving

niche market of unusual small diverse family businesses (Finance,Tax and

Textile).

. Developed and managed effective Internet marketing campaigns that tripled

revenues in one year.

. Maintained excellent customer relations, bringing in a significant amount

of new business from repeat customers and referrals.

. Delivered consistent operating cost reductions through strategic

negotiations with vendors and material suppliers to lower costs and

improve net profitability.

Branch Manager- Sales - Innovative foods LTD, Chennai, India

SEP 2012 - NOV 2013

. Responsible for all Sales & marketing Activities related to Brand -

Sumeru (Frozen Foods).

. Channels covered (Modern Trade, Retail Stores & Institutions) for

Tamilnadu and Pondicherry.

. Coordination with Supply Chain, Commercial & Marketing teams on annual

and quarter wise deliverables.

. Handled all key accounts ranging from B2B,B2C, Online accounts through a

team of sales commercial & operation managers spanning geographies.

. Key work included planning & management of budgets, tie-ups &

partnerships through the year.

. Managed Sales and Marketing Operations with focus on achieving sales

growth.

. Served on several internal committees including Worksite Wellness and

Diversity initiatives.

. Team handled: 2- Asst Managers, 5- Sales Officers, 1- Sale Executives, 4-

Merchandiser and 4- Promoters.

HEAD - Marketing & Modern Trade - Naga Foods LTD, Chennai, India

SEP 2011 - MAY 2012

. Led a 26-member team with cross functions involving product development,

marketing and advertisement.

. Handled Modern Trade Volume of 35 Tons (Value - 12 lac).

. Analyzed market and cultivated innovation by introducing optimized

product mix, pricing and promotional strategies.

. Built customer-service capability in key markets by setting clear goals

and processes to position qualified staff under new structure, as

well as implementing effective training program to enhance skill sets and

capacity to interact with key customers.

. Co-developed and set strategic business direction for region and with

senior management to drive profitable business growth, including brand

and package strategy, sales distribution strategy, and retail/wholesale

pricing structure, sales and customer-service functions and organization.

. As part of Consumer Brand Business, developed and managed direct

advertising and marketing budgets for Radio/Television.

. Achieved excellent volume growth with managed areas consistently out

performing competitors.

. Expanded on-premise market share through developing various marketing

strategies

. Implemented process in Chennai to better understand on-premise consumer

preferences and behavior and initiated marketing program and actions to

grow volume per outlet.

. Initiated program in Naga retail aimed at street-vendors, which produced

volume growth and significant share gain against major competitor.

. Prepared annual marketing expense budget according to business

objectives; approved and supervised budget's execution to ensure that

resources were allocated effectively.

. Maintained all company policies and procedures along with providing

guidance and interpretation to staff.

. Maintained in-depth knowledge of legal requirements related to HR,

reducing legal risks and ensuring regulatory compliance.

. Team handled: 6- Merchandiser and 3- Sales Officers.

Modern Trade Executive - Marico LTD, Tamilnadu, India

DEC 2010 - JULY2011

. Appointed as Executive of Modern Trade (Tamilnadu) and Managed the entire

spectrum of marketing activities for ensuring optimum product promotion

and sales.

. Developed strong relations with new & existing customers, for generating

the business in terms of new launches, TOT, as well as category

development.

. Coordinated with customers and identified solutions to their queries for

improving functionality and delivery service quality.

. Motivated sales team for driving secondary sales and monitored activities

of sales and logistics staff.

. Coordinated with various departments and achieved the sales targets by

consistent fill rates.

. Planned and mapped with sales team for various sales calls to ensure

target achievement.

. Organized consumer promotional activities for generating new trials and

category penetration.

. Responsible for marketing initiatives like brand building, category

development, conducting promos.

. Executed seamless launch of new products through distributors and super

stockiest.

. Prepared short/long term sales strategies so as to ensure that

Monthly/Quarterly and Annual targets are met.

. Responsible for FAV (freshness, availability, visibility), share of space

and share of sale in the assigned territory.

. Team handled: 6- Merchandiser, 5- Promoters, 3-Sales representatives and

3- Sales Officers.

. Maintained knowledge of industry trends and made recommendations to

Management Team.

. Managed staff training and career development program.

. Provided appraisal for the team members and corresponding feedback to

superiors.

Modern Trade Account Specialist - Hindustan Lever LTD, Hyderabad, India

MAR 2005 - NOV 2010

. Quickly climbed ladders inside the organization due to performance and

appraisals. Started as Territory Sales In charge (Mar-2005 to Mar-2007)

south coastal AP and promoted to Territory Sales Officer (Mar-2007 to Dec-

2007) Hyderabad. Promoted as Modern trade Account Specialist (Jan-2008)

Hyderabad.

. Responsible for customer management, sales growth and in store execution

of all company planned activities to ensure market share leadership and

to gain more share of the consumers valet.

. Ensured availability through quality negotiation, relationship management

and delivering for customer backend.

. Ensured visibility by proper planning at store level followed by training

and handling of 3P resources.

. Proactively analyzed and predicted changing consumer/shopper trend, sales

trend and competition. Ensured effective measures taken to handle the

situations.

. Resolved all customer related issues and provided outstanding service

levels to the customer.

. Managed a team of about 64 product consultants and merchandisers.

. Generated creative solutions to improve execution of assigned account.

Developed a contact strategy for all important issues.

. Improved organization areas such as POSM, replenishment, merchandising,

promotion, customer satisfaction and work culture.

. As TSI handled, Reliance Super Market (Vijayawada), Subiksha Supermarket

(Coastal AP), Vijay Krishna Super Bazaar (Vijayawada), Trinethra (Coastal

AP) and Several Super markets serviced by Distributors in Vijayawada.

. Increased Shop Score from 53% to 78% which was recognized as the best in

state.

. Received accolades for best corporate market share (63 %) for Trinethra

compared to all over India.

. Awarded Merit Prize for highest market share increase for consecutive

years for foods and U2 products.

. Assumed Employee Relations role and was point person for all staff

regarding HR matters and conducted full-cycle recruitments.

. Team handled: 10- Merchandiser, 60- Promoters and 5-Supervisors.

EDUCATION

. (Pursuing) Master of Business Administration, Madurai Kamaraj University.

. Bachelor of Science (Physics), University of Madras.

PERSONAL DETAILS

. Date of Birth: 18th Feb 1980

. Language Proficiency: English, Tamil, Telugu

. Marital Status : Married

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