Experience

Antique Candle Co.®

• United States
• Consumer Goods
• 1 - 100 Employee

• Analytics Consultant

  • Jan 2022 - Apr 2022

  United States Leveraged data and analytics to create a marketing strategy plan for a direct-to-customer (DTC) brand and helped optimize marketing activities to reduce inefficiencies and spending • Developed and implemented Time Series Forecasting models to forecast YoY revenue, revenue and profit margins by digital marketing channels and obtained a MAPE of 16.5. • Reduced digital marketing costs by 27% by implementing a sales attribution model that identified the optimal digital marketing channel to… Show more Leveraged data and analytics to create a marketing strategy plan for a direct-to-customer (DTC) brand and helped optimize marketing activities to reduce inefficiencies and spending • Developed and implemented Time Series Forecasting models to forecast YoY revenue, revenue and profit margins by digital marketing channels and obtained a MAPE of 16.5. • Reduced digital marketing costs by 27% by implementing a sales attribution model that identified the optimal digital marketing channel to target customers and increased the overall probability of conversions. • Deployed a cloud-based Streamlit Data Dashboard which incorporated various KPI metrics and models to forecast future revenue and profit margin values • Developed marketing strategy playbook leveraging insights from forecast and optimization models to influence 2022 marketing plans and priorities Show less



THAPASU Foods

• Marketing Consultant - Digital

  • Aug 2019 - May 2021

  Bengaluru, Karnataka, India Directed the marketing function for an organic food and agriculture start-up and was responsible for the creation, planning, and execution of the company’s marketing programs • Led consulting project with an agriculture start-up that optimized their marketing mix, enabling them to increase their customer base by ~800% • Created visual dashboards on Google Analytics to define reporting metrics and strategic impacts of marketing activities. • Framed Brand Architecture and Brand Book… Show more Directed the marketing function for an organic food and agriculture start-up and was responsible for the creation, planning, and execution of the company’s marketing programs • Led consulting project with an agriculture start-up that optimized their marketing mix, enabling them to increase their customer base by ~800% • Created visual dashboards on Google Analytics to define reporting metrics and strategic impacts of marketing activities. • Framed Brand Architecture and Brand Book, validated against consumer immersion, product truth and industry scoping, play book for future generations of marketing and business leads Show less



HaloSource

• United States
• Renewables & Environment
• 1 - 100 Employee

• Country Head- India, Co-founder - Astrea

  • Jan 2017 - Jan 2019

  India Responsible for overseeing sales & administrative functions and managing the India P&L for a US-based water technology start-up. Led and mentored a 5-member multi-functional team responsible for technical testing and launch of the company’s first B2C drinking water purifier brand (astrea) in India and the US. • Performed a landscape assessment and competitive analysis of the drinking water purification category via qualitative and quantitative marketing research and successfully… Show more Responsible for overseeing sales & administrative functions and managing the India P&L for a US-based water technology start-up. Led and mentored a 5-member multi-functional team responsible for technical testing and launch of the company’s first B2C drinking water purifier brand (astrea) in India and the US. • Performed a landscape assessment and competitive analysis of the drinking water purification category via qualitative and quantitative marketing research and successfully convinced senior leadership to launch a new B2C brand in India (and the US) that grew product gross margins by +40% • Created a brand from the ground up including the name/look & feel, product concept & positioning, business case and go-to-market strategy (DTC/Subscription + Retail) capable of disrupting the $20B bottled water industry • Developed the online marketing strategy and crafted compelling content to increase brand awareness and grow brand engagement (25K Facebook followers within 3 weeks) • Developed and optimized product detail pages on e-commerce marketplaces to drive traffic and increased click-through rates by +300% • Delivered 60% of first year revenue objective within the first 3 months of launch, through a mix of online ads, PR, and influencer marketing programs • Provided technical support and market learnings that enabled the US development team responsible for delivering an innovative & disruptive filtering water bottle, the first in the world certified to remove Lead to the EPA standard Show less

• Marketing - Analytics & Strategy, Drinking Water

  • May 2016 - Oct 2016

  Bengaluru Area, India Responsible for creating the business strategy and innovation roadmap, as well as developing key stakeholder relationships for the drinking water business in India & SE Asia. • Selected by CEO to lead the India business due to demonstrating strong, strategic thinking and bringing a fresh approach to business growth • Drove the Voice of Customer and fact-based analysis of competitive threats & trends across businesses, technologies, and customer needs to support new business models and… Show more Responsible for creating the business strategy and innovation roadmap, as well as developing key stakeholder relationships for the drinking water business in India & SE Asia. • Selected by CEO to lead the India business due to demonstrating strong, strategic thinking and bringing a fresh approach to business growth • Drove the Voice of Customer and fact-based analysis of competitive threats & trends across businesses, technologies, and customer needs to support new business models and product development • Developed strategies to deepen relationships and partnerships with key B2B partners (Eureka Forbes, Panasonic, Livpure), enabling them to increase market share 800 bps in non-electric water purifiers in the first year Show less



VIP Industries Limited

• India
• Manufacturing
• 700 & Above Employee

• Product Marketing Manager

  • Jul 2011 - Apr 2016

  Mumbai Area, India Developed strategy and executed operational plans to deliver brand & business objectives for the international business division. Managed the worldwide distributor network (Middle East & Asia Pacific) for the company’s top two brands, VIP & Carlton. • Managed two brand P&L’s and achieved revenue growth of +12% in FY 2014-15 for the International Business division • Leveraged syndicated data & custom marketing research studies to deliver insights that enabled the successful launch new… Show more Developed strategy and executed operational plans to deliver brand & business objectives for the international business division. Managed the worldwide distributor network (Middle East & Asia Pacific) for the company’s top two brands, VIP & Carlton. • Managed two brand P&L’s and achieved revenue growth of +12% in FY 2014-15 for the International Business division • Leveraged syndicated data & custom marketing research studies to deliver insights that enabled the successful launch new product ranges that delivered +28% YoY sales growth in 2013-14 • Developed and managed online marketing campaigns for the Carlton brand, which increased brand awareness, engagement, traffic, and conversion, resulting in +830% sales growth online • Conducted annual analysis of the brand, competition strategies, product categories, customer, and consumer trends to enhance the brand’s equity and marketplace performance. • Worked with channel sales team to identify avenues to generate incremental sales and profitability. Show less



Asian Paints

• Paint, Coating, and Adhesive Manufacturing
• 1 - 100 Employee

• Summer Intern

  • Apr 2010 - Jun 2010

  Hyderabad Area, India Defining the market potential for value segment in Hyderabad & Vijayawada market, Asian Paints.



R&B Enterprises International Pvt. Ltd

• Jr. Merchandiser

  • Jun 2008 - Nov 2008

  Supervision of sampling, pricing, production & shipment in the hi-fashion, designer-wear apparel and accessories segment Correspondence with international designers, buyers & buying agents (European region)



Li & Fung (India)

• India
• Appliances, Electrical, and Electronics Manufacturing
• 1 - 100 Employee

• Summer Intern

  • Apr 2006 - Jun 2006

  Bangalore Quality Analytics