Marketing Manager
Resume:
Kirti Ade:
Dombivli, Maharashtra, India.
*********@*****.***
Summary:
In branding and marketing, my experience revolves around crafting compelling brand narratives, developing targeted strategies, and executing integrated campaigns across various channels to enhance brand awareness and loyalty. I've leveraged market research and consumer insights to refine messaging and positioning, driving engagement and conversion. Additionally, my involvement in new product development has been marked by collaborating cross functionally to conceptualise, validate, and launch innovative products that meet customer needs and drive revenue growth. I've led product ideation sessions, conducted market analysis, and coordinated with R&D and design teams to bring ideas from conception to market reality, ensuring alignment with brand objectives and market demands. Experience
Dec’22 Sun King Greenlight Planet India Pvt Ltd
To Jan 25 Associate Brand Manager
B2B Marketing:
● Led the markets in India for Electronics and Solar category, APAC & Africa region, led the launch of solar inverter in South Africa, PNG, Myanmar markets
● Strategic Partnerships: Developed and nurtured strategic partnerships with key industry players such as MFI, NBFC, resulting in 15% increase in sales
● Lead Generation: Implemented effective lead generation campaigns using targeted email marketing and LinkedIn outreach, achieving a 20% increase in qualified leads.
● Sales Support: Provided sales teams with marketing collateral, case studies, and white papers, contributing to an improvement in conversion rates by 10%.
● Trade Shows and Industry Events: Organised and managed participation in trade shows and industry conferences, increasing brand visibility and generating high quality leads.
● AccountBased Marketing (ABM):Executed account based marketing strategies tailored to high value clients, leading to growth in key account engagements.
● Market Research and Analysis:Conducted in depth market research and competitive analysis to inform product positioning and sales strategies, resulting in more effective market penetration.
● Content Marketing:Developed and distributed technical content for PR & website such as white papers, case studies, and webinars, positioning the company as a thought leader in the industry. B2C Marketing:
● Onboarded Rahul Dravid, and Rajkumar Rao as the brand ambassador for FY 2425, negotiated the price from 1.25 Cr to 80 L and closed the deal successfully to meet all the deliverables.
● Digital Marketing Campaigns: Designed and executed comprehensive digital marketing campaigns across multiple channels (social media, Google Ads, email marketing), leading to increase in customer acquisition.
● Social Media Management: Managed social media accounts, and increasing engagement rates through targeted content and campaigns.
● Brand Management: Developed and executed brand strategies to enhance market presence and consumer perception, resulting in a boost in brand awareness.
● Product Launches: Planned and executed successful new product launches for solar and non solar products
● Celebrity Campaigns: Coordinated high impact celebrity endorsement campaigns with BFC team, along with Sunil Chhetri to drive sales in retail and partnership channels
● Customer Insights and Analytics:Utilised consumer insights and analytics to drive personalised marketing strategies, enhancing customer engagement and retention rates. GTM & RTM Strategies for newly launched products
● Ideation, strategy formulation and execution of RTM strategy for solar inverters in Indian markets
● Planning and execution of GTM strategy for portable solar inverter in Africa market
● Targeted Channel Selection: Identifying and prioritising distribution channels, including renewable energy distributors, specialised solar equipment retailers, and e-commerce platforms, to effectively reach residential, commercial, and industrial customers.
● Creating strategy and execution deck to be shared with all stakeholders
● Project management and budget management for all allocated activities
● Mapping ROI of all marketing activities executed and analysing reports to draw business insights
● Brand Marketing
● Ideation, strategy formulation for all brand marketing collateral such as product brochures, product catalogues
( print as well as digital)
● Formulation of marketing strategy and campaigns and drafting the quarterly marketing calendar accordingly
● Liasoning with sales team for all type of marketing support required and ensuring execution of the same
● Liasoning with graphic design team and providing direction for all marketing collaterals/ hoarding/ banners/ standees etc
● Researching and formulation of strategy for media buying
● ATL & BTL Brand activation for Asia region
● Curation of taglines/ slogans for marketing campaigns.
● Analysis of data points to set forth digital marketing campaigns and social media campaigns
● Managing the marketing budget and ensuring the cost of marketing remains within the allocated marketing budget.
Market Research & Consumer Behaviour Analysis:
1.Customer Segmentation Analysis:
● Utilise demographic, geographic, psychographic, and behavioural segmentation to identify and categorise target consumers for solar products and FMEG.
● Framework: STP (Segmentation, Targeting, Positioning) Identify key market segments, target the most profitable segments, and position products to meet the specific needs and preferences of these segments. 2.Consumer DecisionMaking Process:
● Analyse the stages of the consumer decision making process: problem recognition, information search, evaluation of alternatives, purchase decision, and post purchase behaviour.
● Framework: Consumer Decision Journey Map out the touchpoints where consumers interact with the brand and products, and optimise marketing strategies to influence decision making at each stage. 3.Motivational Drivers Analysis:
● Identify the intrinsic and extrinsic motivations that drive consumers to purchase solar products and FMEG, such as cost savings, environmental impact, brand reputation, and product quality.
● Framework: Maslow's Hierarchy of Needs Understand how different products fulfil consumers' needs at various levels (physiological, safety, social, esteem, and self actualization) to tailor marketing messages accordingly.
4.Perception and Attitude Research:
● Investigate how consumers perceive solar and FMEG products, including brand perception, product attributes, and overall attitudes towards sustainable energy solutions.
● Framework: AIDA Model (Attention, Interest, Desire, Action) Develop marketing strategies that capture attention, generate interest, build desire, and prompt action among potential customers. 5.Consumer Feedback and Adaptation:
● Collect and analyse consumer feedback through surveys, reviews, and social media to gain insights into consumer satisfaction, preferences, and areas for improvement.
● Framework: Customer Feedback Loop Implement a continuous feedback loop to refine products and marketing strategies based on real time consumer insights and evolving market trends. 6.Competitive Intelligence
● Assist the function for monitoring the competitive environment and evaluating product quality.
● Conduct Competitive Analysis on Quarterly basis and implement the action plan.
● Constantly update on new market trends, opportunity and input into the business
● Work closely with the team especially Trade Marketing, and sales – having a true external orientation.
● Work closely for implementation of the ATL & BTL activation plans for the Product category, ensure the cost efficient use of budget.
● Assist for reporting and analysis Monthly Business reports, category analysis, forecasting for NPD products, market sizes
March ‘21 Brand Marketing Manager
July ‘22 Anveshan Farm Technologies Pvt Ltd
● New Product Development: Assisting the product team in expansion of new products to be launched
● Market research and Consumer behaviour analysis for new products to be launched and existing products and launched
● Assisting products team in packaging and label design, content formulation, and colour schemes of various products
● Vertical and horizontal expansion of product portfolio and conceptualising branding strategy for the same
● Led the launch of products in retail outlets and stores in international market such as Canada, USA, Singapore
● Ideation/Planning, Managing, and execution of social media – Instagram/twitter/Facebook/LinkedIn
● Drafting Brand Strategy docket
● Conceptualising and ideation of different product's Brand AV's
● Supervision of monthly Marketing and Social Media Calendar
● Research, analysis and study of Consumer Behaviour and studying the buying pattern of the target audience and formulation of marketing strategies basis the inference drawn.
● Ideating new innovations in creative’s and getting it done with the help of Graphics designer
● Ideating Concepts for Youtube Ads & AV for various product categories
● Planning, managing of annual Marketing budgets
● Working on retail and distribution strategies
● Coordinating and briefing the agencies regarding respective creative and getting the work done
● Drafting the offline annual marketing calendar and planning of annual campaigns
● Formulation of strategic discount offers with respect to the annual campaign calendar prepared
● Managing all marketing collaterals, hoarding, banners etc.
● Media planning and media buying; managing all ATL & BTL Activities.
● Managing content for Email campaigns. SMS Blast/ WatsApp Blast
● Strategic alliance and collaboration with other brands for brand amplification
● Coordinating with the PR agencies and supervising the corporate communications, proof reading the content sent by the PR team and coming up with unique PR ideas
● Planning and executing online campaigns / ads on Instagram, FB, X formerly known as Twitter, YouTube
● Analysing the insights and analytics of all online campaigns, deducing the inferences and concluding on the
● performance of each campaigns and coming up with solutions to improvise upcoming campaigns
● Formulation of strategies to increase the website traffic
● Creating Title message and content for Push Notifications and supervising the execution of the same Oct ‘19- Marketing and Brand Executive
Feb 21 Carnival Cinemas
● Brand execution and management
● Devising discount offers/ brand strategies to increase the customer foot falls Ideating, conceptualising campaigns for brand launchPlanning and strategizing Marketing activities, ATL & BTL activities for various new products & property launches
● Working on the marketing calendar and incorporating new ideas and activities to promote the brand amongst customers
● Strategizing brand communications inclusive of brand vision and brand value proposition
● Creating strategies, based on insights recorded during competitor’s and consumer behaviour analysis.
● Visiting the properties and inspecting if all marketing collaterals, standees are placed properly, identifying spots wherein internally the brand can be promoted
● Ideating, conceptualising brand strategies for social media promotions
● Creating and managing promotional collateral to establish and maintain product branding Coordinating with the internal creative team/IT team for social media posts
● Liasoning with social media team and drafting content for social media post
● Coordinating for movie premier events and ensure it gets executed as per plan
● Ideating concepts and briefing the Agencies for all Marketing and Branding assets such as Character posters, teasers, trailers etc
● Planning, managing and execution of Marketing shoots
● Ideating and creating the marketing campaigns for all upcoming shows
● Tie-ups, Collaboration and Brand integration for Brand Amplification
● Coordination with zee5 team regarding all marketing assets to be delivered and ensuring brand hygiene
● Liasoning with all agencies (digital/PR/Ad/posters) for delivery of marketing assets.
● Ideation, planning and execution of ATL activities for the promotion of all shows. Oct ‘18 Hindustan Unilever
Oct 19 Marketing Specialist
● Led end-to-end brand campaigns for skincare and feminine hygiene categories, resulting in a 15% increase in market penetration across Tier 1 and Tier 2 cities
● Led end-to-end brand campaigns for skincare and female hygiene categories, resulting in a 15% increase in market penetration across Tier 1 and Tier 2 cities.
● Developed and executed consumer-centric GTM strategies, leveraging shopper insights and behavioral data to drive category growth and brand preference.
● Spearheaded digital-first campaigns across Instagram, YouTube, and influencers, boosting brand engagement by 40% YoY in the 18–35 female demographic.
● Collaborated with R&D and design teams to launch 3+ new product SKUs tailored to regional skincare needs and consumer preferences.
● Partnered with sales and trade marketing teams to deliver in-store activation plans, leading to a 20% lift in shelf conversion rate during campaign periods.
● Managed media planning and agency coordination, optimizing a 5 Cr annual budget to maximize ROI across paid, owned, and earned channels.
● Leveraged analytics tools to track campaign KPIs and consumer sentiment, using insights to optimize marketing strategies in real-time.
● Drove purpose-led marketing initiatives, aligning with Unilever’s sustainability goals and empowering women through hygiene education programs in schools and rural communities.
● Conducted monthly competitive benchmarking and trend analysis to inform product innovation and sharpen brand positioning.
Qualifications:
Bachelor’s in Science (Major in Zoology) (20142017) SVKM'S Mithibai college, Vile Parle west.
Masters in Management(Major in Marketing) Full time course (20172019) Alkesh Dinesh Mody Institute of Financial and Management Studies, Mumbai. Skills:
● GTM and RTM Strategy, planning and execution
● B2C, B2B, D2C Marketing and Brand Management
● Performance marketing
● NPD planning, execution and conducting market research
● Consumer behaviour analysis via secondary and primary market research
● Email marketing, Digital marketing, Social media marketing,Influencer marketing
● SEO,Semrush, Word press
● Hootsuite,Google Analytics, CRM, Social post
● Project Management using tools such as Asana,Slack, ProofHub, Brightpod
● PR & Media management, Social media copywriting
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