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UPASANA SAH
Email: u.thulgharia@gmail.com
Contact Number
UAE: 0097150-4688605
INDIA: +91.7838223369
Address: E-48,4th Floor Bali Nagar – New Delhi
Seeking management assignments in Marketing, BTL and Events with an organisation of high
repute.
Brief Description
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+6 years of experience across different verticals (Event Management, Brand Management and marketing
management), engaging in various sectors like FMCG, MLM Marketing Event agency and Retail.
Working in different organisations, sectors and multicultural environments has given me the exposure to
adapt myself to new work environment and work progressively as team player.
PROFESSIONAL EXPERIENCE
Marketing Manager- Consumer Durables , June 2014 till February 2015
Kapila Electronics Pvt. Ltd – (Premium retail Store for Consumer Electronics)
Job Responsibilities:
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Responsible to build the Overall Brand Image for the Chain focusing on both Instore and Outdoor
advertising and Marketing tools.
Working closely with Brands to make Monthly, Quaterly and Annual Sales and Marketing Budgets.
Ideating , communicating and executing instore activations in line to the brands
Monitoring sales trend and analysing post activation sales
Handling the instore Product merchandising and Store Branding
Organising sales staff reviews and meetings to ensure the targets are achieved in line with the
budgets.
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Brand Manager- Cosmetics , Nov 2013 till May 2014
Glaze Trading India Pvt Ltd – MLM Marketing for cosmetics
Job Responsibilities:
Product Development :
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Marketing:
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Working closely with R&D for New Product developments and formulations in accordance to
concept notes, preparation of product & perfume briefs.
Analysis of category trend, competition benchmarking and indentifying key market growth
drivers, TG selection, future probable product lines.
Building product copy and ingredient based functional claims.
Worked with Regulatory team for product registrations and country specific documents and
other requirements
Prototype testing through dipsticks to research & evaluate consumer preference of new
products perfumes & packaging designs
Liaising with design agencies for product packaging designs and artworks
Collaborate with creative agencies in developing, planning and execution of brand activations
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Ideation and execution of innovative market activities, Media planning (ATL/BTL) and preparation
of activation calendar.
Track and analyse consumer response towards marketing activities and conduct reviews for
improvements
Develop Inception/ germination of the idea, brand strategy (Brand Key), the core positioning,
marketing mix for the brand.
Conducting brand review to ascertain health of the brand, its profitability, sales value and
volume growth and market share analysis via a vis competition
Visit Key market locations to study the market opportunity, new trends& distribution
ASSISTANT MARKETING MANAGER, April 2010 till October 2013
Dabon International Pvt Ltd
(Dabur India & Bongrain France Joint Venture)
Job Responsibilities:
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Brand Management - Strategic planning & formulating brand plans for carrying out various
marketing activities to support market development. Developing brand strategies and setting up
brand architecture & communication guidelines. Developing marketing strategies to build consumer
preference and drive volumes. Ensuring maximum brand visibility. Tracking market/ competitor
trends to keep abreast changing consumer requirement/ expectations.
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Marketing Communication – Planning, organizing and managing the consumer and retail offers to
enhance sales. Ensuring the brand experience to the right audience by independently organizing
various strategic and tactical events. Planning the brand activities – both ATL and BTL ensuring the
brand achieves its volume and contribution targets. Conceptualizing and developing of brand
advertorials in various food magazines.
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Market Research – Syndicated & Customized (Quantitative & Qualitative) research studies like
Customer satisfaction, Ad pre test, Concept evaluation, New product test, Sensory researches,
Mystery shopping, Need gap analysis, Competition mapping (features / price/ packaging) etc.
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Product Development – Coordinating the acquisition or development of research samples and the
fieldwork for Concept Testing. Briefing the research agency, finalizing the methodology of research,
validating findings. Facilitate a go - no go decision on the project based on consumer test findings.
Briefing the R&D, QC, Packaging Development Manager, Purchase manager for packaging, and
Agency on Artwork and Packaging format and approve output.
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Product Marketing – Positioning basis product offering, pricing strategy, new product launches.
Developing strategies for higher and better product visibility, in-store merchandising, etc with
special emphasis on modern trade formats.
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Brand Activation - Conceptualized and executed various instore activations, mall activation,
outdoor brandings for Milkana range of products.
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Cross Promotions – Strategic tie-ups with brands like Future Group, LG ,Hindustan Times and
Harvest for brand promotions resulting in higher brand recall and incremental sales
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Marketing Budget management – Planning, preparing and allocating marketing budgets activity
wise and monitoring MIS in order to ensure effective utilization of allocated budgets
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Competitive Analysis – Regular analysis of the competition by carrying out regular market visits.
and making recommendations to the management
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Coordination with Sales Team – Assisting the sales team in implementing the Trade promotion
plans and supporting various regional initiatives. Preparing Training material and conducting Sales
Training.
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Agency Liaison - Communicating creative and media briefs to agencies, addressing queries,
interfacing on critical issues to ensure time bound execution of various plans.
Sr. EXECUTIVE- Business Development and Client Servicing
October 2007 – April 2010
(Marketing Solutions Pvt Ltd)
Job Responsibilities:
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New Business Development assessed opportunities and developed strategic and profitable
responses for pitching new businesses. Developing tactical presentations and presented the same
to clients. Cost estimation and budgeting to ensure good result and maximum profitability.
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Identified client’s promotional requirements and provided effective communication plans for the
same
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Generating ideas, developing the event flow and executing the same with the team
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Liaisoning with client to ascertain their precise event requirements, producing detailed proposals
for events (e.g. timelines, venues, suppliers, legal obligations, staffing and budgets),agreeing to
and managing a budget, securing and booking a suitable venues.
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Cost Negotiations with the vendor and fabricators
Brands Handled at Marketing Solutions:
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Panasonic : New Product Launch
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LG : Mall Activations
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Frito Lays : Road Shows
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Radiocity : Effectively partnered for various BTL activations like Roadshows, Mall Activation,
Product launches , Outdoor Brandings, Conferences and Exhibitions for its clients
Hyundai: Concerts and Auto Expo
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Vodafone : Exhibitions and Dealer meets
EDUCATIONAL QUALIFICATIONS
Bachelor in Humanities, 2006-2009  Delhi University
Diploma, In Event Management, 2006-2008  South Delhi Polytechnic – New Delhi
High School: New Beer Sheba School, Haldwani, India
PERSONAL DETAILS
Date of Birth: 28th February 1988.
Marital Status: Unmarried.
Valid Passport: Yes.