Kanika Katyal

Responsible for delivery of volume growth, market share and profitability of Whirlpool’s fully automatic washing machine business in India through appropriate product mix, costs, pricing & marketing Understanding competitive landscape and identifying product/pricing gaps within the Whirlpool portfolio Identifying consumer needs and insights, basis which, work with technology & design teams to develop winning products Sales analysis, demand planning & forecasting for the business Designing & implementing GTM & 36o degree marketing campaigns to increase sellouts and category awareness Working with the Whirlpool Global Teams for collaborative innovation & leveraging regional synergies Developing various ATL & BTL marketing elements such as TV/Print ads, product brochure, press release, trade communication etc.

Heading India marketing and brand initiatives through Last Three Feet, Digital Marketing, PR, Events & Activations & Product Launches & instrumental in establishing KitchenAid as India’s premium culinary brand from the ground up in 3 years while ensuring business profitability & revenue growth of ~80% YoY CHANNEL STRATEGY & EFFECTIVE LAST THREE FEET EXECUTION o Designing in store displays and POS to ensure global standards execution for consistent in store brand experience across all channels of the distribution system o Devising & regular monitoring of product demonstration plans o Created training material & programs for product consultants and channel sales partners. PUBLIC RELATIONS & INFLUENCER STRATEGY o Built PR strategies with top influencers like chefs, food bloggers/groups/writers & F&B publications o Setup partnerships with 10+ culinary academies for brand marketing alliances impacting sales. o Negotiated barter programs for product placement on top TV food shows. o Mapped out key food bloggers and negotiated agreements for original content for the Kitchenthusiast blog. EVENTS,ACTIVATIONS & CAMPAIGNS o Forged partnerships with complimentary brands e.g. Monin, Fitbit, Oberoi Hotels, etc. to build synergies. o Responsible for conceptualisation to execution of trade exhibitions & on ground activations. o Developed effective go to market strategies for new product launches including digital campaigns, media partnerships, in-store marketing, sales training, and website marketing. o Developed yearly marketing plans for localized promotions. DIGITAL MARKETING o Built content & creative strategy across all digital media channels including social. o Responsible for digital marketing from strategy, execution and to reporting. o Led Direct to Consumer (D2C) website sales initiatives. o Set up partnerships with Amazon , Tata Cliq, Pepperfry & curated e commerce players like For My Shaadi.

Part of the Media Marketing team for Hindustan, a Hindi daily print media network o Responsible for space marketing and client servicing for corporate clients o Developed new revenue streams with increase in customer repeat/referral business & 15% increase in revenue for category portfolio

o Led the B2B sales efforts for the embryonic venture, targeting Budget hotels and spas in the hospitality segment o Visibility over the sales funnel and helped in mapping the sales strategy for gaining a beach-head in B2C market o Spearheaded product design and field testing for launch of first product line based on Market Research

• Part of the Retail Practice, working along with Partner and Consultants, engaged in projects for GMR, Lucas TVS, Tata and Dabur shouldering responsibilities including understanding business models and undertaking primary and secondary research • Data analysis and implementation of key engagement directives for product packaging, retail floor planning, SKU stocking, catchment analysis and research on various segments in retail, telecom and automobile sector

• Featured in the Deans List of Top 30 Students for exceptional academic performance at NMIMS • Amongst 10 students at NMIMS, selected for the Think CEO mentorship program