John Richard

I lead Marketing Effectiveness and Performance Analysis within the Insights division, driving end-to-end research, measurement, and strategic interpretation for brand and market performance. A key part of my role has been deploying Allocation AI as a central decision-making engine for the commercial organization. This platform now guides ABTL (Marketing), Trade, and Sales teams in identifying high-impact markets, optimizing spend allocation, and linking investments directly to sales outcomes, enabling more precise and performance-driven commercial planning. I’ve also conducted major studies for the launch of new Kingfisher variants and worked across brands like Amstel, Kingfisher Mango Berry Twist, and Lemon Masala. My work spans designing research frameworks, managing execution with agencies, and synthesizing insights into clear commercial actions. Alongside this, I run the company’s Consumer Immersion Program, helping internal teams stay closely connected to evolving consumer motivations and cultural shifts. Beyond ongoing performance work, I contribute to innovation for Heineken’s international beer portfolio by identifying whitespace opportunities, shaping propositions, and validating new product concepts grounded in consumer behaviour and category cues. I collaborate cross-functionally to ensure that every innovation is insight-led and aligned with emerging trends in flavour, format, and consumption occasions.

Within the domain of market research, I managed both primary and secondary research initiatives across all Practo business lines. In primary research, I spearheaded the Brand Health Track (BHT) program, conducting quarterly assessments of key performance indicators (KPIs) for the parent brand. Through meticulous analysis, I provided actionable insights to guide business, marketing, and product strategies. I also played a pivotal role in conceptualizing and executing the Feedback 2.0 initiative, which aimed at evaluating treatment efficacy, identifying conversion levers for consumers, and providing valuable insights for the Vice President of Practo. Moreover, I orchestrated the design and implementation of Customer Satisfaction (CSAT) and Net Promoter Score (NPS) surveys across various operational nodes within Practo OPD. This involved extracting and analyzing data from internal databases to facilitate stakeholder decision-making and enhance overall customer experience. Additionally, I led efforts to comprehend the reasons behind consumer drop-offs in the purchase journey, conducting surveys to gain deeper insights and successfully mitigating consumer drop-off rates. Furthermore, I conceptualized and executed the Consumer Immersion Program, fostering a deeper understanding of consumer needs across Practo's business lines. In terms of ad hoc research, I conducted UI/UX Relays and qualitative consumer interactions tailored to specific business unit requirements, managing the entire process from agency collaboration for participant recruitment to data analysis. Beyond primary research endeavors, I conducted desk research to comprehend the global healthcare landscape, with a particular focus on outpatient department (OPD) processes beyond India. Moreover, I assumed a leadership role in managing the Practo Customer Experience OPD program nationwide. Collaborating with my team, we significantly enhanced the overall NPS of Practo's OPD business from 29 to 43.

I lead a Team of 4 to drive engagements in the US marketplace and conduct studies related to Brand Tracks, UI/UX Testing, Concept Evaluation, Campaign Evaluation, New Product Development. Business Development for the market by selling SAS product (Pixis Insights) of PIXIS for the US market place. Assisting the clients in their brand strategies for their campaigns and Business Needs

Creation and delivery of white papers for different categories basis the request that arose from the global marketing team. As a Marketing Insights Executive, I was acting as a consultant to the global and regional marketing team of the company in helping them understanding what the data communicated from each syndicated survey. Guiding the Indian and Global marketing teams related to insights for PR events. I was handling the global rankings campaign for YouGov and was producing the content needed for the it. The campaign spanned across the major sectors like FMCG, Automotive, Telco, Finance, Travel and Best Brands Etc. I was involved in creating quarterly sector reports on sectors basis the request raised by the global marketing team and also created sector frameworks for the US & UK Markets

I was one of the resource person for the national workshop conducted by Fatima College Autonomous, Madurai, India. I had addressed close to 300 students on the first day of workshop and spoke about Characteristic traits of an Entrepreneur.

As a senior research manager, I handled the Diageo India Account and handle all the studies related to them including the Brand Guidance Track that is run every month Evaluation of the effectiveness of the campaigns run by Diageo for their different brands in their portfolio.

Worked as a Research Executive and conducted research studies for the southern clients of Nielsen in the FMCG department and providing them business strategies for the respective needs of the Study. I integrated the stories from the different verticals found within the Industry and provided more realistic actionable solutions for their brands. I was handling the MTR account and was involved with all their research studies from the annual brand health tracks for Masalas & RTC Category. Involved with all their product innovation studies like the MTR Spicy Sambar, MTR Rice Mixes, MTR Masalas like Sambar, Rasam and Garam Masala. The other clients that I was handling were ITC, 3M, USL, Amrutanjan, Kaleesuwari, Hatsun, Ravi Foods, BBQ Nation and CCL. I am having a good experience in identifying the category needs and white spaces to launch a new product. Hands down experiences on executing and delivering the U&A researches for 3M’s Water Purifier and Air Purifier Understanding the markets in such way which could help them in launching the products as per their business demands Experienced in campaign evaluations, digital marketing for the brands like Kaleesuwari Refineries, TGBL, USL. Tracking the brand health of various FMCG brands like B Natural, Amrutanjan Pain balm, Amrutanjan Back Pain Roll On, Cycle Agarbattis Hands down experience in new product evaluations for the various categories like Masala’s, Wafers and Rice mixes. Experienced in Pack test for brands like Candiman Jellicious, Glucovita

Worked as a Catalogue Associate for the Amazon Canadian Market and focusing on the quality of the Catalogue Lead a team of 5 with a new component called Quick NIS, a new form of catalogue for the Canadian Market Place Was a quality analyst for the Team called the US Dropship and was incharge of creating a script for the vendor calling process in the team

Was assisting the MMA Centre for Management Development and MMA Centre for Continuing Education in marketing and conduct of various Workshops, Seminars, Lectures, Video Discussions, etc, for corporate & individuals Was associated with the conduct of 12th MMA All India Management Students Convention 2013

Worked as a Digital Associate for Kindle devices and focusing on the quality of the Kindle E-Book Reader Devices Perform Regression test on final product and try to anticipate possible bugs in the new launched device Was working in the official Factory builds for the Kindle Paper White device and was a part of the team working in the launch of those GM builds Lead a team of 5 with a new component called Weibo, a social networking site for the Chinese and effectively finding bugs in the access of the website done through the Kindle devices