Arpita Maitra

Lead end-to-end marketing for entire portfolio in 5 SWA countries: Bangladesh, Sri Lanka, Nepal, Bhutan, Maldives. Lead frontline marketing execution for India: creating and executing region marketing calendars for 9 India bottlers. Delivered 2 successful Coke Studio IPs: Coke Studio Bangla (Bangladesh), Coke Studio Tamil. Best-in-class activations: FIFA, CokeIsCooking, Festivals, Concerts, Coke Momo-Utsav (which got a Guiness Record). Leader of leaders, leading one of the largest teams in marketing (18 team members total, 5 DRs).

Supported marketing transformation via innovation & commercialization process, agency relations, capability building. As agency ops lead, managed the transition to WPP while ensuring top agency talent for award winning work. Partnered in the setting up of StudioX for India – a first of its kind creative+media+digital solutions hub.

Led Marketing, Customer & RTM verticals for NBV. Launched and nurtured new brands: Powerade, Rani, Glucocharge. Grew total Customer business 2X and E-com 6X, despite COVID lockdown. Revamped RTM: added new distributors for GT, operationalized a new distribution model for LKA.

Grew business for 3 franchise territories in East & South, with progressively higher YoY growths. Turned around a declining bottler business, from bottom of the table to top, with maniacal focus on fundamentals. Launched new SKUs for growth. Influenced game-changing bottler investments: new manufacturing lines, 3x coolers.

Led India’s No.1 cola brand and no.1 FMCG brand. Created brand growth strategy and revised the marketing mix to go beyond just TV. Brought the brand’s “action” ethos to life in a first-of-its-kind live consumer experience (Thunder Challenge). Crafted a new direction for brand image using consumer insights and equity study in a changing competitive context.

Led and grew India’s no.1 juice brand, profitably. 4 years volume CAGR = 8.5%, brand profitability CAGR = 15% Revitalized Maaza’s fuddy-duddy image via new core creative idea & assets. Got record high consumer scores, awards. Launched new VIS and designed a future-forward Masterbrand architecture complete with innovation prototypes.

Led the then-newest brand of Coke’s portfolio. Doubled the Minute Maid business in 3 years. Launched 7 innovations across various juice segments (Drinks, 100% Juices), flavour and pack types (glass, PET, tetra).

Launched clutter-breaking new pack design and VIS, with an impactful campaign, driving differentiation & share gain. The Kinley campaign (“Boond Boond Mein Vishwas Part2”) was a Finalist in KO Marketing Excellence Awards.