BhanuKiran Desiraju (MBA, MSc, PMP, CSM, CSPO)
Professor of Business and Management at Geneva Business School- Claim this Profile
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English Native or bilingual proficiency
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Hindi Native or bilingual proficiency
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Marathi Native or bilingual proficiency
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Telugu Native or bilingual proficiency
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French Elementary proficiency
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German Elementary proficiency
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Bengali Elementary proficiency
Topline Score
Bio
Madhav Kunapareddy
We have attended a session on leadership from professor BhanuKiran Desiraju at SSBM, Geneva. It was an amazing session conducted by him. The content and the presentation skills were too good. We have experienced a quality session and the techniques taught in the session would enrich our thought process too. I personally would recommend not to miss any of his sessions in any program that he is part of. Sir, thanks for being an asset to the immersion program..
LinkedIn User
I’ve known Bhanu professionally for 10 years and have always appreciated him for his can-do attitude, wide marketing, innovation and business expertise as well as his drive for results. He’s smart, creative, action oriented and fun to work with. He brings functions together for a common goal and achieves results in record time. His knowledge of the business, wide network and understanding of processes enable him to consistently deliver above expectations.
Madhav Kunapareddy
We have attended a session on leadership from professor BhanuKiran Desiraju at SSBM, Geneva. It was an amazing session conducted by him. The content and the presentation skills were too good. We have experienced a quality session and the techniques taught in the session would enrich our thought process too. I personally would recommend not to miss any of his sessions in any program that he is part of. Sir, thanks for being an asset to the immersion program..
LinkedIn User
I’ve known Bhanu professionally for 10 years and have always appreciated him for his can-do attitude, wide marketing, innovation and business expertise as well as his drive for results. He’s smart, creative, action oriented and fun to work with. He brings functions together for a common goal and achieves results in record time. His knowledge of the business, wide network and understanding of processes enable him to consistently deliver above expectations.
Madhav Kunapareddy
We have attended a session on leadership from professor BhanuKiran Desiraju at SSBM, Geneva. It was an amazing session conducted by him. The content and the presentation skills were too good. We have experienced a quality session and the techniques taught in the session would enrich our thought process too. I personally would recommend not to miss any of his sessions in any program that he is part of. Sir, thanks for being an asset to the immersion program..
LinkedIn User
I’ve known Bhanu professionally for 10 years and have always appreciated him for his can-do attitude, wide marketing, innovation and business expertise as well as his drive for results. He’s smart, creative, action oriented and fun to work with. He brings functions together for a common goal and achieves results in record time. His knowledge of the business, wide network and understanding of processes enable him to consistently deliver above expectations.
Madhav Kunapareddy
We have attended a session on leadership from professor BhanuKiran Desiraju at SSBM, Geneva. It was an amazing session conducted by him. The content and the presentation skills were too good. We have experienced a quality session and the techniques taught in the session would enrich our thought process too. I personally would recommend not to miss any of his sessions in any program that he is part of. Sir, thanks for being an asset to the immersion program..
LinkedIn User
I’ve known Bhanu professionally for 10 years and have always appreciated him for his can-do attitude, wide marketing, innovation and business expertise as well as his drive for results. He’s smart, creative, action oriented and fun to work with. He brings functions together for a common goal and achieves results in record time. His knowledge of the business, wide network and understanding of processes enable him to consistently deliver above expectations.
Credentials
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Artificial Intelligence in Marketing
University of Virginia Darden School of BusinessMay, 2022- Oct, 2024 -
Google Certified Educator Level 2
Google for EducationOct, 2021- Oct, 2024 -
Google Certified Educator 1 &2
GoogleSep, 2021- Oct, 2024 -
Digital Transformation
University of Virginia Darden School of Business & Boston Consulting GroupNov, 2020- Oct, 2024 -
Cert Prep: Project Management Professional (PMP)®
LinkedInAug, 2020- Oct, 2024 -
Project Management Professional (PMP)
Project Management InstituteAug, 2020- Oct, 2024 -
What Is Scrum?
LinkedInJul, 2020- Oct, 2024 -
What Is a PMO?
LinkedInJul, 2020- Oct, 2024 -
Advanced High Performance Leadership
IMD Business SchoolMay, 2019- Oct, 2024 -
Fintech Future E Commerce
Massachusetts Institute of TechnologyApr, 2017- Oct, 2024 -
High performance leadership
IMD Business SchoolMar, 2017- Oct, 2024 -
Mobilizing People
IMD Business SchoolAug, 2014- Oct, 2024 -
Executing Brand Strategy
IMD Business SchoolOct, 2007- Oct, 2024 -
Google Certified Educator Level 1
Google for EducationJan, 2021- Oct, 2024 -
Certified Scrum Product Owner (CSPO)
Scrum Alliance -
Scrum Master Certified (SMC)
Scrum Alliance
Experience
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Geneva Business School
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Switzerland
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Education Administration Programs
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100 - 200 Employee
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Professor of Business and Management
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Mar 2021 - Present
Strategic Digital Marketing, Inbound Marketing, Strategic Ecosystems & Communications, Lean Startup Methodology, Managing & Financing Startups, Building & Scaling Business, Business Intelligence & Data Analytics, Strategic Management, Building Ethical Brands, Performance & Change Management, Competitive and Cooperative Strategy, Operations Management, Digital Economy, Sales Management( How to Sell)
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Faculty of Marketing, Management and Innovation
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Aug 2012 - Feb 2021
Faculty in International Marketing, Strategic Management, Project Management, Operations Management, Innovation, Inbound Marketing for Graduate and Post Graduate Students and Thesis Supervision.
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European D
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Italy
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Mining
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Member
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Nov 2020 - Present
Contribute to pan european framework on health, e governance and universal identity. Contribute to pan european framework on health, e governance and universal identity.
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Marketing Director (Commercial Innovations, Head of New Products & Projects) Reduced Risk Products
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2015 - 2021
Commercialization of global Marketing Product Innovation Platforms Managing regulatory compliance of product pipeline and PLM management Management of cross functional teams, process and resource prioritization Business cases for capex and launches Key Achievements • Established successfully business practice of NPD for fast track commercialization of new to world / brand products, build business cases, supply chain, marshalling global cross-functional teams with a 6 to 36 month launch window • Developed an Agile Integrated NPD process leveraging Phase- Gate Management, PLM system & Project Management tools to accelerate NPD commercialization, with active risk management • Continuous engagement program with supply chain partners in China, Europe, USA • Conduct Integrated Product workshops on best practices, new WOW for advanced PMO org • Developed Product Management & PMO handbook as a process guidance manual for all functions/markets • Facilitated IT solutions for generating APIs and information sharing • Overall risk management, IP mitigation and workarounds, product quality, costs and supply chain • Facilitated SRA testing protocols for fast track launches Core Accomplishments 2016-‘20 • Successfully commercialized, development from charter to product launch in target markets o 108+ new to brand innovations, +xxx skus across 27 key markets. o Led the development of 1st Heat not Burn Platform in Russia, x months from concept to market (2020) o Logic Compact pod vaporizer, with a range of Benzoic Acid and regular liquids (2018 -2019) • Successfully set up project planning process for PMTA application for 10skus in US circa +$XMM in investment • Facilitated the business case for capex of over $XMM &devices • Successfully commercialized +24 plus competitive E-Liquids with and without nicotine Show less
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Director Innovation, Next Generation Products ( Personal Electronics Products )
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2013 - 2015
Portfolio, Commercial strategy, Developing the full Marketing Mix and Execution in markets. • Electronics Products Strategy, Creation of product portfolio, developing consumer mix from concept, trademark, pricing, branding and communication, POS. • M&A due diligence, support scouting and acquiring new companies. • Project Management of multiple functions, worldwide partners, agencies for commercialization. • Build & execute the 3 year Annual & Strategic plans, • Creating global brand guidelines for markets. • Project Management of multiple functions, worldwide partners, top agencies for commercialization. • Define integrated 360º communication strategies for retail, online, mobile & adaptation of communication for all consumer touch points (key visual / verbalizations @ digital & point of sale). Core Accomplishments • ’15 – Created the Product / Packaging mix of Tech brand, Brand positioning, Brand World for global launch with unique tobacco capsule, cartomizer, vapor technology. • 3.7% Japan, 1% US, CH, Canada. Over XMM$ in Capex for fullscale rollouts. • Crafted the Global Open tanks strategy and launched open tanks products. Show less
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Core Business Innovation (Pack & Product Lead)
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2011 - 2013
HQ Global Innovation focused on next generation product and pack innovations, frameworks , Measuring Innovations, Trends/insights to innovation, support in driving innovation ideations and marathons.Deliver a robust pipeline of pack and product innovations for Global Flagship brands. Core Accomplishments • Achieved 19 new innovations to pipeline on various new packaging, products, flavors, using insight immersion, multi market qualitative / quantitative research and rapid prototyping. • Established KPIs and creating Strategic Pyramids and Balanced Score Cards. • Commercialized innovations with capex investment, business cases, patents, which energized Global Flagship brands. • Developed product concepts & commercialized where relevant, Batman pack, New Slide Slide /Swing with click locks, Capsule flavors Berry Menthol, Rose, Apple etc, Edge Filter, Reversible Filter, Shift Filter, all Natural filter. Show less
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Marketing Director (Portfolio, Brand and Trade Strategy Director)
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2009 - 2011
Portfolio , Brand and Trade Strategy Director Ukraine Marketing head for business with 25% SOM , No 2 player with a portfolio 13 Brand Families, 82 Skus, leading a team of 46 marketing professionals. Define the portfolio and brand strategies, execute with excellence using global brand activation platforms, reinforce brand values with POS communication, portfolio innovation in product and pack. Develop, train and leveraging a team of seasoned marketing professionals to drive business leadership with double digit profit growth Core Accomplishments • Grew market share over 25.6% leading to $XX in revenue. • Launched 4 extensions with 1.2% SOM, 10 equity initiatives, 3 price increases, doubling profits. • Flagship Brand (Winston) turnaround from -24% decline to growth after 8 qtrs. of decline. • Brand showcasing thru customized retail Kiosks for all Global Flagship Brands, linking online / retail. • Equity consistency & differentiation translating brand’ identities into a national retail strategy. • Executed activation programs generating trials +1MM consumers with Winston Freedom Tour / 55 yrs, Glamour Fashion Capitals, Camel Artists / Urban Wave, LD Club, Monte Carlo GCP. • Successfully launched JTI’s 1ST Prestige KS / SS brand Sobranie, sales 225 Million sticks / 0.3%SOM. • Grew Glamour Brand, on values of Sparkling Feminity, launched Fashionista range, Fashion Café. • Developed local product quality campaigns for all key brands to reinforce price value equation. • Customer engagement using virtual reality at supermarkets, consumer nodes, 3D POS, E-commerce. • Restructured team into 3 category managers (Premium+, Sub-premium, Mid-price & Below), NPD. • Created global events and activation manager post for focused consumer activation. Show less
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Global Portfolio and Performance Management Manager ( Winston)
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2006 - 2009
Portfolio Strategy & Performance Management Lead for Brand Global Flagship Brand Winston # 2 Worldwide. Commercialization, Portfolio management, Pricing Strategy, Product mix management, Skus ratonalisation, consumer research and supported +34 markets in strategic planning and market execution. Core Accomplishments • Managed full market-cycle from portfolio strategy, distribution, trade marketing, promotions & market plans. • Best practice, Global Performance Management systems worldwide & consult for Winston KPIs. • Managed global Winston equity (awareness, display, distribution) by consistency in Brand Strategy. • Supported +34 markets in strategic planning, executing marketing programs • Tracked & managed Global Winston Price Index policy in compressed / decompressed markets • ERA new Winston marketing mix development pack, product and launch in Western Europe (2008) • Conceptualized & commercialized JTI’s first KSSS brand Winston XS and launched XS Brand in 2009(14 months from concept to market), currently global No 2 in segment with sales of +XBNU. • Conceptualized & commercialized in 2010 LTD edition patented metal Winston Avant-garde Pack. Show less
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Portfolio Strategy and KPIs Lead
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2005 - 2006
As Head of Strategy Group, relaunched Mild Seven (# 1 Charcoal filter brand globally) to double digit growth, Super Slims & LSS extensions development. • KPIs Lead, analyzed the business process, developed KPIs for all levels in Sales, Marketing & Finance. • Training & implemented KPIs system including system development, reports & automatic analysis. Project completed by Dec 05, considered as a Best Practice replicated in Asia & worldwide. • Brand Portfolio Strategy, new product development, communication development. • Reviewing & tracking strategic, performance, brand health, efficiency & operational KPIs. • Managed the marketing intelligence team to deliver consumer & trade insights. • Led results in JTI Korea, part of team which restored Mild 7 Brand with a New YAS pack & communication, stopped decline & reversed brand health (2005), SOM 4% (Feb 06). • Development approach of Super Slims brand for launch in Q4 06 in Korea. • Implemented Visibility audit for JTIK with AC Nielsen, for measuring the ROI of POSM, trade investment. Show less
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Head of Sales and Marketing - India
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2004 - 2006
• Launched Unique Value brand Gold Coast, with custom blend, gold signature pack, from decision to market in “100 days” in May 05, generated sales +500 million units. • Executed Profit Centre oriented distribution model, in core areas, reduced Trade Marketing costs by 58%, reduced sales costs by 28%, increased secondary sales by 100%, using KPIs like cost per pack. • Expanded distribution to 73504 outlets in 5 Indian states (Karnataka, Kerala, Andhra, Maharashtra, NE, MP). • Launched Unique Value brand Gold Coast, with custom blend, gold signature pack, from decision to market in “100 days” in May 05, generated sales +500 million units. • Executed Profit Centre oriented distribution model, in core areas, reduced Trade Marketing costs by 58%, reduced sales costs by 28%, increased secondary sales by 100%, using KPIs like cost per pack. • Expanded distribution to 73504 outlets in 5 Indian states (Karnataka, Kerala, Andhra, Maharashtra, NE, MP).
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Head of Marketing
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2003 - 2004
• First MNC cig product launch, expanded distribution in South / West India provinces. • Developed “LOCAL” India blend for MORE 69/KS, by conducting consumer product mapping among 5400 consumers to determine ideal consumer preferences. • Launched new “Start the fire” ad campaign, for brand More targeting adult consumers, with McCann. • Implemented 5 high impact TG driven promo platforms – DJing, Pool, Music Jamming, Biking, & Formula 1 positioning the BRAND MORE – as “The Happening Brand”. • Launched –“MORE FRIDAYS” an experiential sub-brand with topical creatives, in top Horecas, Fashion Shows in F Bar, with multi-layered promo events, building consumer affinity. • Strategic tie-ups with Liquor brands for cross promotions & brand copartner in all events Show less
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Regional Sales and Marketing Manager
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Nov 2001 - 2003
• Set up the sales & marketing organization for India from sales reps to area mgrs, head count of 91. • Established the test market distribution network, C&FA to Distributors, servicing 24319 outlets. • Defined entry strategy for India, the mix for successful test market of brand More in Karnataka, with 5.5% SOS, • Set up the sales & marketing organization for India from sales reps to area mgrs, head count of 91. • Established the test market distribution network, C&FA to Distributors, servicing 24319 outlets. • Defined entry strategy for India, the mix for successful test market of brand More in Karnataka, with 5.5% SOS,
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Dabur India Limited
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India
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Manufacturing
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700 & Above Employee
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Regional Sales Manager(Bombay Branch)
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2000 - Oct 2001
• Bombay branch sales & distribution, with 24 people, product lines of Hair Care, Oral care, Skin Care, Honey.• Achieved record secondary sales in 1st month Rs 145 Million, highest growth +22%, to Rs 180 Million.• Set up distributor account system for display / incentives, wholesale schemes for sellouts.• Launched successfully Vatika Herbal / Anti-Dandruff shampoos, by combing ops achieved 4% SOM.• Conducted sales training “Train the trainer modules “for entire sales force in Maharashtra & Gujarat Show less
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Brand Manager / Product Manager- Juices Group
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1997 - 2000
• Turn-around, Real Juice brand by re-launching with “Positioning –Juices from the world’s best orchards” with innovative cap pack, New TVCs, promos, now # 1Juice brand 55% SOM, beating Tropicana.(1998-99)• Developed juices for health & party uses, nimbu pani, cranberry, carrot –orange, now REAL ACTIV (1999)• Developed the entry strategy and initial mix for Hommade snack foods category (2000)• Managed Lemoneez, natural lemon juice for lemonades & garnishing, launched nationally 75ml lemon pack. Show less
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Education
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2019 - 2019
IMD Business School
Advanced High Level Performance Leadership, Executive Leadership -
2017 - 2017
IMD Business School
High Performance Leadership, Organizational Leadership -
2016 - 2017
MIT Fintech
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2016 - 2017
Massachusetts Institute of Technology
FINTECH Future E-Commerce, Fintech - UID and Mobile Payments -
2007 - 2014
IMD Business School
Mobilizing People, Strategy, Portfolio, Innovation, Finance, Leadership,Management Development -
1995 - 1997
New Hampshire College, Institute of Technology and Management (Bombay)
MBA, Marketing -
1989 - 1995
University of Mumbai
Msc Physics & Computers, Physics and Computers -
IMD Business School
Community
