VIREN BHARATI

425-***-**** • ad3u6b@r.postjobfree.com • New Jersey, United States 08536

Goal-oriented Senior Marketing Manager with 15 years of sales and 9 year history of progressive marketing success. Adept at building campaigns to increase brand awareness & consideration, increase consumption & sales. Manages highly effective teams in delivering top-quality collateral and campaign management. Hardworking marketing professional with exceptional leadership, strategic planning and problem-solving abilities. Excellent understanding of market research, conditions, trends and successful strategies for positioning products. History of working well with both traditional and digital marketing strategies. Summary

Skills • Strategic Planning

• Multi-Channel Marketing Background

• Cross-Functional Collaboration

• Customer Acquisition

Marketing Campaign Development &

Management

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• Brand Development

• Brand Promotion

• Market Analysis

• Brand-Building Strategies

• Go-To-Market Strategy Development

04/2023 - 01/2024

Senior Marketing Manager, Abbott Nutrition (ANI), Mumbai, India Experience

Developed and implemented comprehensive marketing strategies to strengthen market leadership of ANI Child Nutrition Supplement (CNS) portfolio @61% MS

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Analyzed market trends and competitor activity to identify new opportunities for growth. Scaled up marketing initiatives to drive all time high recommendation share of 38% among HCPs

(Healthcare Professionals)

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• Designed a robust Go To Market Plan for New PediaSure with NutriPull System. Developed and executed innovative and differentiated scientific platforms to cascade the unique science of NutriPull System through Grow Right Summits, ISP with Dr Pedro Alarcon, Advisory Board, Group Consulting Meetings, National Pediatric Summit & Panel Discussions

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Created and managed budgets for multiple marketing campaigns, ensuring cost-effectiveness of all initiatives.

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Increased consumer reach with Nutrition counseling with 150 dieticians across 2.5M HCP clinics

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Implemented measure monitor initiatives with stuntometer, weighing machines, MUAC tapes, WHO + IAP Growth Charts

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Managed a team of marketing professionals, providing guidance and direction on projects, campaigns, and initiatives

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Conducted regular surveys and focus groups to collect customer feedback and insights into market needs.

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• Developed KPIs for tracking progress against goals set for each campaign Coordinated with cross functional teams for seamless execution of multiple campaign and launches

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Designed customer segmentation models (Potential & Adoption Matrix) to target specific audiences with tailored messaging.

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• Formulated and launched marketing and promotional campaigns to maximize profits.

• Coached junior members of the team on developing their skills in the field of marketing. 11/2020 - 03/2023

Associate Marketing Manager, Abbott Nutrition (ANI), Mumbai, India 12/2015 - 10/2020

Brand Manager, Abbott Nutrition (ANI), Mumbai, India

• Awarded ANI Championship Award

Formulated Innovative market shaping initiatives to build the Infant Milk Formula (IMF) speciality portfolio to $12.1 MM in 2021 & $15.3 MM in 2022

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Strategized and executed differentiated upstream brand communication & scientific activities to drive IMF Specialty market share gain from 28.6% in 2020 to 34.6% in 2021 & 36.9% in 2022

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Developed unique upstream campaigns & engagement initiatives like GAP summits, NNN Summits, TCS, Panel discussion & ISPs to shape and build the ANI IMF specialty portfolio science that helped drive recommendation share of 27% in 2021 & 35% in 2022

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Systematized a holistic and detailed go to market plan and seamlessly executed the new launch of Neosure with Lutein in 2022 that helped generate $ 3.1 MM business for Neosure and gain

+1.2% share point in 2022 over 2021

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• Exceeded Sales targets by 5% & 11% for the full year in 2021 & 2022 respectively Conceptualized and worked extensively on a digital upstream engagement initiatives like ProConnect, Project Dexter, SFMC (Sales Force Marketing Cloud) etc

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Processed & analyzed external data points, Nielsen, CMarc, BHT, Baby Panel, Sales Analyzer, SFE dashboard etc... to have a key focused market (must win) based and HCP A/B segmentation based promotional plan & activations

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• Participated in Digital Marketing workshop with IIM Ahmedabad faculty

• Awarded with Super Achiever Award

Accelerated the ANI Term IMF business from $ 6.4 MM in 2014 to $ 40.2 MM in 2020, became number 2 in the IMF category within four years of ANI inception in IMF segment & sustained YOY Market share gain with 17.5% MS in 2020

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Implemented a robust brand awareness campaign through scientific conferences and upstream engagements, leading to an gain of reco share of 25% in 2020

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Designed and strategized the launch of first in the market a DHA formulation in IMF, that helped ANI strengthen their share in premium portfolio with 22.4% share, also launched stage 3 in both mid tier and premium portfolio

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Recognized & rewarded for executing first of it's kind a unique simulation based training programs for Health care Professionals by collaborating with Laerdal. HCPs had a hands on training in handling critical cases, and golden hour management, enhancing their skills for improved patient outcomes and achieving educational goal of saving lives

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Actively involved on the cost optimization project without compromising on the product quality and claims that enabled an increase in the gross margin of ANI IMF premium portfolio. Also actively involved in pack & label designing, shift from tin to BIB & BIJ packaging, plus offering a service differentiator of including measuring cup in the pack for ease of feed preparation. First of it's kind in the category

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Quick to adapt virtual engagement platforms like content surfer, Zoom POB, Virtual CME's & scientific events - local & international, remote calling during unprecedented Covid Lockdown period to have uninterrupted upstream engagements. Abbott Nutrition was rated #1 by HCP on digital content & engagements in the Year 2020, 2021 & 2022

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Formulated a robust and detailed brand plan every year from 2015 till date based on marketing insights, internal & external data sets, competitor activities, macro environment factors and micro detailing of the initiatives with KPIs . Worked on and designed 5 year start plan for ANI IMF laying down a clear cut road map in terms of new product launches, line extensions, innovative platforms etc... to become #1 in the category

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• Won numerous excellence awards on handling various marketing projects

• Shortlisted for and completed one year FLDP (Future Leadership Development Program) by 10/2014 - 11/2015

Brand Activation Manager, Abbott Nutrition (ANI), Mumbai, India 07/2010 - 09/2014

Area Sales Manager, Abbott Nutrition (ANI), Mumbai, India 03/2004 - 06/2010

Field Manager (Area Sales Manager), Wyeth Lederle, Mumbai, India 07/1999 - 02/2004

Professional Service Representative, Wyeth Lederle, Aurangabad & Pune, INDIA

Abbott. Underwent training workshops & sessions facilitated by external experts and IIM Ahmedabad faculty

• Attended international nutrition conferences like Nutrition & Growth, ESPGHAN & IPMC Developed promotional material monitoring SOP for streamlining the marketing promotional inputs from approval to procurement to dispatch to final distribution in the market

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Successfully handled the audits for the period 2015 till 2019, Nominated as a SPOC from marketing for audit.

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Appointed as a Serena Business Manager (SBM) from marketing function to overlook and approve system & process SOPs

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Expanded the marketing support to EX-India ANI business in Sri lanka, Bangladesh & Nepal. Additional responsibility handled from 2015 to 2020

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Overhauled the promotional material approval system in Veeva vault and later in Vodori pepper flow. The manual paper based approval process was digitalized & made full proof from compliance and audit perspective

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• Scaled up activation by 5X

Implemented new initiatives like 2 day Group Consulting Workshops, International Conference participation in N&G, Amsterdam & Preceptorship program

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Actively involved in the executing marketing activities, campaigns & managing monthly promo spends effectively to drive impactful output

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• Awarded execution excellence awards for an accelerated upstream engagement activities Drafted reports outlining campaign successes, challenges faced, and recommended improvements.

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Managed budgets for all brand activation initiatives, ensuring that resources are allocated effectively.

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Led a team of 7 nutrition sales executive to drive sales of ANI IMF business in Mumbai. Exceeded sales target every year from 2010 to 2014.

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• Four of the reporting sales team members got promoted as SDM & Later as Area Sales Manager Successfully Launched Similac & Mama's Best in Mumbai with detailed planning and execution. Mumbai team excelled in their performance every year and was rewarded with numerous awards

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Upgraded the skills to the marketing stream with successful completion of 1 year executive MBA from IIM Kolkata

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Led a team of 9 business executives located across states of Maharashtra, Gujarat, MP & Chhattisgarh. Was handling higher antibiotics Zosyn (Piperacillin + Tazobactam) + Vaccines

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• Involved in post marketing surveillance of Zosyn Cohesively worked with hospital formulary to build a ICU antibiotic protocol (de-escalation matrix) in management of nosocomial infections, bacteremia & septicemia

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• Started as medical representative in Aurangabad from July 1999 to July 2000. Moved to Pune in Aug 2000 handling Vaccine, Gyne & Derma products.

• Promoted as business executive in year 2002 during launch of Wyeth Lederle innovation Zosyn 12/2009

Post Graduate Diploma In Marketing Management

Welingkar Institute, Mumbai, INDIA

06/1999

Bachelor Of Pharmacy

Saraswati Vidya Bhavan's College Of Pharmacy, Mumbai, INDIA Education

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