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Badri Beriwal

Chief Marketing Officer

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Badri Beriwal
45 years old
Gurgaon (122001)
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Professional Status
Employed
Open to opportunities
About Me
A strategic business leader with more than 14 years of experience in marketing and sales roles across some of the most competitive FMCG and Healthcare categories.Have been instrumental in turnaround situations for brands and made radical gains by setting up ambitious goals for the team.

STRENGTHS
• Ability to develop talent and create high performing teams.
• Passion for success and turnaround businesses.
• Able to clearly articulate a growth vision.
EXPERIENCED IN
• Building and managing large brands.
• New product development (concept to launch).
• Development of consumer communication/ advertising.
• Develop and Deploy new age digital marketing program for brands.
• Matrix working and influencing key stakeholders.

ACADEMIC AND PROFESSIONAL ACHIEVEMENTS.
• Topped the entire Marketing Batch of the class at NMIMS 2002.
• Topped classes at various levels in my academic life.
• Awarded with Sam’s Cap in 2009, highest public recognition for any associate in Wal-Mart.
• Awarded leadership exchange program in 2012 at GSK.
Resume created on DoYouBuzz
Experiences
  • Set up marketing team and function within the organization.
  • Build a network of agency partners through proper pitch process hiring best in the industry for the brand.
  • Put forth a brand vision and strategy trough consumer insighting work to help grow the business.
  • Set up E-Commerce business for the brand from scratch giving 10% growth to total business in 1st month itself.
Company Description
Food startup in packaged food space making sauces, dips and spreads.
Company website
http://www.veeba.in
  • Accelerated growth of the business by rapid expansion of dealer network and the introduction of village level entrepreneur concept.
  • Drove higher profit realization by improving gross to net and building commercial hygiene in the business.
  • Digitized way of working leading to streamlining of resource deployment while driving growth and reduceing overhead to sales ratio.
  • Drove category-leading growth for Horlicks and managed P&L of 236 Mn GBP brand with A&P of 32 Mn GBP. Also drove brand market share to its highest level in last decade by ensuring brand remains relevant to consumers through several marketing campaigns build during the period.
  • Drove digital transformation for the brand by building robust digital marketing agenda for the brand. Created command center with a complete overview of consumer reactions in social media. Horlicks digital innovation work became part of global google case study aswell.
  • Created strong influencer marketing program for the brand by creating a content engine which generated content consumers and key opinion leaders and hence influencing brand uptake.
  • Drove strong endorsement program for the brand through expert marketing. Installed a 100+ member field force for doctor detailing and build brand equity through activations at one to one or one to many interaction models.
  • Managed multiple NPI launches for Horlicks, including one of the most successful NPI for GSK ever which crossed 5 Mn GBP mark in 1st year of its operation.
  • Received external and internal recognition and awards across different walks of marketing.
  • Accomplishments
    • Managed complex transition of the brand from Rs 5 to Rs 6 and revived brand from low single digit growth in Q1’12 to 35%+ growth in 2012 and 2013.
    • Drove 8% incremental market share in a period of 8 months to be a clear market leader in the GI category in India.
    • Both creative developed for the brand locally in the year were adjudged as Top 10 across categories and across all companies by Millward Brown.
    • Drove global alignment on “ENO Step Up” plan which accelerates ENO growth from 20% CAGR to 28% CAGR.
  • Key responsibilities
    • Drive Horlicks growth by ensuring healthy innovation pipeline for continued new launches every year.
    • Lead cross functional teams to bring new ideas to life in the organization.
  • Accomplishments
    • Re-crafted Horlicks Brand Architecture to make Horlicks future ready to explore opportunities beyond current business portfolio.
    • Drove strategic pillars like entry into new categories and launch of new and high science product launch for in market by 2011.
  • Key responsibilities
    • Develop marketing plan for the private label business in India.
    • Manage and Launch new products as per the annual launch plan.
  • Accomplishments
    • Created a business of 15 Mn GBP from scratch in first year of operation.
    • Achieved 20% penetration to total box, second highest in Wal-Mart World after ASDA.
  • Key responsibilities
    • Manage business of 50 Mn GBP. Contributing to 20% on company’s operating profits.
    • Develop marketing strategy for the brand and also manage the marketing activities and spends for the brand.
  • Accomplishments
    • Turned the brand from negative growth of 8% in 2005 to 17% in 2006-07.
    • Gained 4% market share in a span of a year at All India level and 6% in critical markets for Marie.
  • Key responsibilities
    • Manage and develop business in territory of North East with turnover of. 100 Mn GBP per annum.
    • Lead a large team with 23 people reporting. to drive & grow primary and secondary sales in the region.
  • Accomplishments
    • Infused systems, counter check mechanisms and professionalism at various levels of sales function in the team.
    • Doubled the sub-stockiest network from 36 to 80 in a span of 8 months resulting in better width and depth of distribution in the rural Bengal and Assam.
    • Sales are up by 26% in volumes and 29 % in value compared to negative growth in sale in the previous year.
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