SNEHASHISH MUKHERJEE

B.Sc.(Chem.Geo), PGDBM (Mktg.)

PhD (Part-Time)- Pursuing 2020

CAREER SUMMARY AND PROFICIENCIES

Heading Sales & Marketing (National), Business Strategies, P&L Management, Channel Development

Marketing Strategy, ATL/ BTL, Branding, Media Mgmt. & Planning, Digital & Social Marketing, PR, CLV, BV

23.7 years of Experience with FMCG (Majorly), FMCD, Consumer Durables, Media and Consulting

Sales & Distribution, GT, MT, CSD, CPC, IRCTC, INCS (Navy), TNPC, KBs, State Govt., Etc., E-Commerce, B2B

E-Commerce Sales, B2B Sales, Digital and Social Media Marketing, Website Architecture

Experience Sectors: Tea, Biscuits, Beverages, Adhesives, Spices, Appliances, Building Material, Media

Experience with B.K. Birla Group, Britannia, Parle-Agro, Pidilite, GPI, Duncans, Kutchina, HT, Mother’s Recipe

Experience of Pan India, SAARC (Nepal, Bangladesh, Bhutan etc), Africa, MEA, Sourcing from China, Malaysia

MAJOR ACHIEVEMENTS

Drove Brand Kutchina from a Regional to National Level; Doubling Turnover from 110Cr to 245 Cr

Turnaround P&L of major BUs in HT Media; Successful Brand Campaigns; 11 Innovations in Print

Turnaround of North Zone P&L for Duncans with 180%+ growth, contributing 65% of Co. turnover

Watanmal: Packaging Innovation with 1st Tetra Pak, 2 to 20M USD growth; 1st Van Ops in Africa.

1st Multi-Co. SS Distribution Concept in Britannia; Product Innovation in GPI Tea- Super Cup SS Bowl Pack

GLG and Third Bridge Consultant with 2 Published articles on in International and National Mgmt. Journals

Advanced Course in Marketing & Sales 2000-02 (2 Years FT)- Institute of Mgmt. Studies, Nirma Univ. Ahmedabad

Course on Marketing Analytics- Univ. of Virginia- Darden School of Business, 2020

Undergoing PhD From ICFAI University, Jharkhand from July 2020

WORK EXPERIENCE

BUSINESS HEAD - GROUP MANJUSHREE – Manjushree Plantations Ltd. (B.K. BIRLA GROUP CO.) – July 2019 till Date Brand: Manjushree, Products: Tea, Coffee & Spices. Reputed Tea Blends in S.E. Asia; Location: Kolkata

Job Responsibilities:

Handling National Sales, Marketing, Franchise Expansion, P&L for MPL of about 170Cr

Set Up and Scaled Manjushree FMCG Consumer Vertical- Premium Teas, Regular Consumer Packs, Spices

Handling Tea Shop By Manjushree– EBOs; Tea Place By Manjushree- Restaurants; Coordinating Plantations @Nilgiris

Market mapping, Sales Plan, Sales Analysis & Trends, Sales Strategies, Channel Development

Product Costing, Pricing, Budgets, Sourcing, Scheme Designs, Packing, Pack Designs, Blending

Designed & Custodian of Processes & Policies wrt. Distributors, Payments, Hierarchy, Brand Policy, SOP etc.

SALES AND OPERATIONS:

Setup Consumer Sales Division for Packet and Premium Blended Teas. Growth from 110 Cr to 140 Cr incl. COVID era

Started GT, MT, EBOs, MBOs, E-Commerce, Travel Retail (HMS, Future Retail, Devyani, Flamingo), B2B Sales (35 Cr+)

Started CPC, INCS (Navy), SCPC, IRCTC, State Police Canteen, Ex-Paramilitary Canteen etc.; Initiated CSD, IRCTC, TNPC

Established GT Distribution and Team covering 17 New States with 205 New Distributors and 35 Super Stockiests.

Initiated Wholesome Spices concept for Retail, Franchisee Model for EBOs and Restaurant

7 New Consumer Packs designed, Blends developed, Market Trials done and launched

Exports to Bhutan, Nepal and Bangladesh Started

MARKETING:

1st Campaign on Manjushree Tea and Kesophane with Times Now and Times of India

Tea and Kesophane Awareness by Influencer Sampling, Consumer Connect Activations- Increased GT Sales by 180%

Group PR plan Executed, Media Relations, Communications, Brand Activations, Brand Visibility Associations

Digital Marketing Plan, Website & Online Mgmt. for MPL and Rayon, Media Reach Analysis (OTS, BARC, ABC etc.)

New Packing and Product line for Wholesome Spices and Coffee

HEAD MARKETING & PRODUCT (MARKETING, PRODUCT & SALES STRATEGY)– DESAI BROTHERS LTD. (Food Division)- August 2018 to July 2019- Brand: MOTHER’S RECEIPE, Elmac- Pickle Papad, Pastes, RTCs, Sauces, Mayo, Jams, Spices

Job Responsibilities:

Handling National Sales, Strategies, All Channels (GT, MT, B2B, Travel Retail, Cross Promos Etc.)

Sales & Marketing Planning, Sales analysis, Schemes, Forecasting, Budgeting, NSR, Restructured Sales Team

Heading Marketing Strategy, Marketing with Reach Analysis (OTS, TRPs, TAMs, BARC Data, Reach Analysis)

Market Research, Consumer Studies, NPD, Innovations in Product/ Packaging, Pricing, Costings

ATL, BTL, Ad Creation, Events, Media Management, Digital, PR, Social Mktg, SEO, SEM, Adwords

SALES:

Directly Leading North, East and West Markets. Streamlined Distribution PAN India

Handling business of 60Cr+ in GT and MT – North East growing by 35%, North growth 30%+, West doubled

Multiple Product and Scheme Launches, GGP Major Deals with Bunge India etc. for 2 Cr. Ticket size

Started Travel Retail with HMS Host, Sanjeevani, Devyani, Future Travel Retail etc., Merchant Navy

Handling Sales and Marketing for CPC, CSD, APO, State Canteens, Kendriya Bhandars, IRCTC Canteens

MARKETING:

1st Ad Campaign in 10 years (on Women & Time)- Adjudged Best Advt. by Brand Equity, AFAQs, Ad Gully

1st Campaign on Mother’s Day and World Cup with TV, Radio and Online Media- Result sales increase by 38%

1st Campaign for North East on TV- Sales increase by 35%. Distribution increased in conjunction

Digital Campaign every fortnight. Online & Website Management. Social Mktg on FB, Instagram

5 New products launch -Recipe, packaging, pack and label design, pricing- Adding 14% Sales

HEAD MARKETING & SALES STRATEGY (NATIONAL)- BAJORIA APPLIANCES PVT LTD. (Brand: KUTCHINA)- March 2015– August 2018- Leading Player in Kitchen Appliances, Home Appliances, Water Purifiers & Modular Kitchens

Selected Accomplishments:

Heading P&L, National Sales, Strategies, MIS, EBO, Distribution, Forecasting, Business Strategy, Distribution

Handling and Coverage for General Trade, Modern Trade, Special Channels, Exports, Launched New Product Line

National Marketing, Mktg Strategy, Brand Strategy, Ad Creation, Media Plan, Buying & Scheduling, Reach Analysis

ATL, BTL, Events, PR, Promotions, Packaging Redesigned, Pricing, Budgeting, Market Research, Consumer Surveys

Started Digital Marketing, Website Revamped- New Macro & Micro-Sites, SEO, SEM, Social Mktg.

Exports to Bangladesh, Nepal, Bhutan, Burma; Sourcing from China, Malaysia with strong Agency Network

Major Achievements:- SALES & OPERATIONS

Sales & Marketing thrust made Kutchina the 2nd Largest National Player from a regional player in Chimneys.

Turnover growth 125Cr to 245Cr. In about 4 yrs with a complete range of Electronic Home Appliances

Launched Small Appliances, 0 to 50 Cr (2ys), Sourcing (India, China) to Sales (India & SAARC- Bangladesh, Nepal, Bhutan)

Big Appliances Retail Market Distribution growing to PAN India, Special Channels 25Cr+,

Started Special Channels:- CSD (Army), CPC (Paramilitary), South CPC, IRCTC, State Canteen, TNPC, B2B

Initiated Retail Chain (Reliance, Great Eastern, Khosla, Raipur, Aditya Sales), E-Commerce (Amazon etc.), SAARC Exports

Modern Trade @165% growth and Retail Sales @104% Growth in 3 years. Overall 96% Growth.

Started Retail EBOs Self & Franchise Plan, Policies to Roll Out (35 Showrooms) - Appliances and Modular Kitchen

Major Achievements:- MARKETING

Organized India’s 1st Architect & Interior Designer State Awards

Result: 1st time connect to 1760+ architects, Kutchina gained Market Share, add 11% Revenue (20Cr).

Initiated TV, Cinema and Radio Campaigns; 4 Ad Commercials Concept, Shoot to Launch, Events,

Awards by Power Trust, Times Now, ET, Asia-One, DB, Mint; Handled S&M Budget in excess of 45 Cr.

IIM Kolkata Case study on Kutchina and rolled out in IIM-Kolkata – Huge Media Mileage

GENERAL MANAGER – BUSINESS: NCR Area/Uttarakhand - HINDUSTAN MEDIA VENTURES LIMITED (HT MEDIA LTD.) - 9th NOV 2009 to DEC 2014: India’s 2ndLargest Media House with HT, Hindustan, MINT, Radio (Fever) and magazines

Selected Accomplishments: SALES & OPERATIONS

Profitable P&L delivery for Uttarakhand, Meerut, Moradabad Business Units 1st time.

Highest Ever Circulation: Hindustan No.2 in Uttarakhand and then Meerut and No. 1 in Moradabad

Highest ABC copy increase and retention across 12 Quarters and best Interior Coverage

Overall Profitable Business Operations -Circulation, Media Sales, Marketing, NPS, Finance, Logistics

11 All India Awards for Best Event, Best Campaign, Growth, Revenue, Best Client Count, Best Unit, Best Yield etc.

Selected Accomplishments: MARKETING

360 Degree Marketing Campaigns with Idea, Nestle, Coke, Micromax etc. with ATL, Activations, Events, Outdoors

32 Events (Highest ever and highest revenues ), Brand Roadmap and Campaigns, Endorsements, Campaign Ideas

Awarded Print Innovations (Half Jacket/Book Mark/Multi-Flap etc.), Marketing Campaigns, Brand Storytelling

All India Award Winning Editorial Campaigns: Aao Rajneeti Karein; Hello Hindustan; Biggest Campaign “Paroge Tabhi to Aage Baroge” with 360 Degree Marketing which made Hindustan No.2; Major Communication Campaigns

ZONAL HEAD (GM) – NORTH INDIA- DUNCANS TEA LTD. (Duncans Goenka) -APRIL 2007 TO OCTOBER 2009 -Major Tea sellers with brands like DOUBLE DIAMOND & SARGAM

Selected Accomplishments:

Started Dealer Meet Concept which yielded 40% of Monthly Sales and key to the 120% overall growth.

Started and Handling CSD and CPC (National)- 24 Cr Annual; IRCTC (Tea bags), KBs, UPG, WBCC etc; Hotels, B2B, MT, GT

Turnaround North from 9cr Loss to 25 lacs Profit p.m. on Advance Payment handling 65% of total revenue (125cr p.a)

Restarted Distribution Network from 1 to 8 C&FAs & 450 Stockiests; Multiple BTL/ Rural Activations; 1st Print Campaign

COMPANIES DURING INITIAL CAREER:

REGIONAL HEAD – NIGERIA (BASED IN LAGOS) - WATANMAL BOOLCHAND PLC -JAN 2006 TO MARCH 2007

- World’s 4TH LARGEST trading house into, Mayo, Yoghurt, Evaporated Milk, Milk Powder, Tomato Paste

1st Upcountry Van Operations; 1st Super Stockiest concept in Africa; Sales growth US$20 to $200 million in 1 Year

Exports to African Countries, MEA markets, South Europe. Strong network of Distributors and Agencies

FRANCHISEE MANAGER (RM Grade) – PARLE AGRO PVT LTD.- DELHI- APRIL 2005 TO JAN 2006

Heading Franchisee Sales, Marketing & Operations- North; Bailley 100%+; 1st C&FA for Co. at Lucknow - Saving 1.19 C

AREA BUSINESS MANAGER (RURBAN) - UP/UTTARAKHAND- PIDILITE INDUSTRIES LTD.- OCT 2003 TO APRIL 2005

Distribution Setup with 8 Super& 173 distributors for North growing Business from 0 to 4Cr p.m in 2 years

DY.AREA MANAGER-UP - GODFREY PHILLIPS INDIA LTD. -AUG’02 TO OCT’03- FMCG Major in Tobacco and Tea

55% Sales growth by Introducing Product Innovation SS Bowl. Highest ever sales in UP and Uttarakhand

(RESEARCH AND CONSULTANCY):

FPM PARTICIPANT & CONSULTANT – NIRMA INSTT.OF MANAGEMENT, AHMEDABAD- JULY’00 TO JULY’02

- India’s Premier Top 20 Management Institute – WORK AND STUDY ARRANGEMENT

Research and Consultancy on Brand Management; 2 Published Papers in National Management Journals

On field: Kellogg in North -Kellogg Launch (All India Top 2); On field: Faber Castell (I) Pvt. Ltd.-225% Sales Achievement

TERRITORY SALES INCHARGE- BRITANNIA INDUSTRIES LTD. – ALLAHABAD- JULY’97 TO JUNE 2000 - Covering East UP

Nominated Best TSI in 1st Britannia Khao World Cup Jao Scheme; 1st Multi Co. Super Stockiest Concept Launched

TRAINING:

SALES OFFICER TRAINEE, East UP -HINDUSTAN SANITARYWARE & IND LTD. -LUCKNOW – JAN’97 TO JUNE’97

EDUCATIONAL QUALIFICATIONS ~

Research Scholar PhD. Part-Time- Marketing (Brand Management) – ICFAI University, Ranchi- Pursing 2020

Advanced Course in Marketing & Sales-Nirma Institute of Management, Ahmedabad Grade 1- 2002

PGDBM (MBA– Marketing)- Institute of Productivity & Management, Lucknow- Grade-1 in 1997

Bachelor of Science (Geology & Chemistry) - Lucknow University - 1st Division In 1994

Senior Secondary Certificate (Science) - Kendriya Vidyalaya, Lucknow - 1st Division (CBSE)

Secondary Certificate from St Mary’s Convent, Lucknow-1st division (ICSE)

ADDITIONAL CERTIFICATION ~

Course on Management Leadership from Xavier’s Institute of Management, Bhubaneshwar, 2017

Course on Marketing Analytics Brand Valuation- University of Virginia/ Darden School of Business, 2020

7 MDPs at Nirma Institute of Management, Ahmedabad, 2000-02

2 International Conferences at Nirma Institute of Management, Ahmedabad at 2001, 2002

International Conference in 2001 at Jamia Milia Hamdard university with Paper Presentation on CRM

Phone: 983*******/ 901-***-****

Email: adgvl5@r.postjobfree.com:adgvl5@r.postjobfree.com

Skype: snehashish.mukherjee1

Linked: https://www.linkedin.com/in/snehashish-mukherjee-02ba4112

Address: D-1/868, Sector-H, L.D.A Colony, Kanpur Road, Lucknow-226012

Present location: Kolkata

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