Marketing Manager

Shipra Agarwal

Work Experience

MCDONALD'S (HRPL), MUMBAI, INDIA APR 2012 - FEB 2014

Designation: Deputy Manager, Marketing

Roles & Responsibilities:

Brand Manager, McCafe' Jul 2013 – Feb 2014

• Launched the brand McCafe' in India, a store with in a store concept where a coffee shop like segment is

created with in a McD outlet, with a separate menu and seating

• W rote a business plan for the brand with a 3 year horizon. Developed annual marketing calendar with

monthly implementations landmarks.

• Formulated the Brand Vision and Communication Strategy

• New product launches based on consumer research. Co-ordinated with Supply chain and operations

teams to ensure smooth integrations

• Monitored the performance v/s the planned numbers, and took corrective action accordingly

• Budget Management

Regional Marketing Manager, Mumbai region Jul 2012 – Jul 2013

• Sales forecasting based on annual marketing plans

• Developed LSM (Local Store Marketing) Tools Library for the stores to use as per their specific

requirements

• Acted as a Consultant to the Sales-Ops team to help them achieve their sales targets, via LSM, media

inputs, store specific tactics

• Devised and ran Sales Incentive Programs and contests to keep the team motivated

• Tie-ups with other Brands and Malls to run mutually beneficial alliance deals

Additional Projects:

Consumer Promotion (McD Gifts Festival) Nov 2013 – Jan 2014

• Devised the working of the Promotion and wrote a business plan with sales and profit forecasting

• Marketing Plan on varied media - TV, Radio, Outdoor, Digital, Instore activation

• Agency Management - W rote briefs for Creative, Media, Digital, Activation and PR agencies and co-

ordinated with them throughout the process

• Worked closely with IT and Operations team to ensure implementable solutions

• CRM - Set up a system for grievance management post-launch

• Data Analysis and reporting

McD Gift Cards May 2012 – Aug 2012

• Launched the McD Gift Card in India, wrote a business plan with scenario planning and demand

forecasting

• Planned the marketing activities for the pre-launch, launch and post-launch phase

• Co-ordinated with IT, Distribution Centre and Operations team to ensure smooth integration into the

restaurants

• Managed the production of Gift Cards done by an external vendor

Achievements:

• Was promoted to head the regional marketing team and production team in Dec 2013

• Was selected to be a part of a 3-membered team responsible for panning out a growth roadmap for the

Brand during 31Q (3 year horizon, 1 year planning, quarterly implementation) planning session

WOCKHARDT HOSPITALS PVT. LTD., MUMBAI, INDIA MAY 2008 - OCT 2009

Designation: Resident Medical Officer

Achievements:

• Was awarded the annual 'Excellence in Service Award' for exemplary performance

Education

NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES, MUMBAI, INDIA 2012

Degree: Master of Business Administration, Marketing

Internship: McDonald's India (HRPL), Mumbai in Marketing & Strategy, 8 weeks

Achievements:

• Received a pre-placement job offer based on my work during the internship

• Vice- President - Optumiz, the operations club, 2011-12

• Organizer - NMIMS student platform, 2010-12

• Member - Student placement committee, 2010-11

G.R.MEDICAL COLLEGE, GWALIOR, INDIA 2008

Degree: Bachelor of Medicine, Bachelor of Surgery

Internship: JAH group of Hospitals, Gwalior, 1 year

Achievements:

• Achieved a rank of 1024 in All India Pre-Medical Test, amongst over 5 lakh aspirants

Contact Details

Phone: 610-***-****

Email: ************@*****.***

Address: 175 Madison Street, Malden, MA 02148

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