Vivek Thirunethiran Murughanandam

Head of Sales @ Cookd

About

I am a results-driven commercial growth leader with a proven track record of scaling consumer businesses across General Trade, Modern Trade, and eCommerce channels Over the last several years, I have led high-performing sales organizations of 100+ members, driven triple-digit revenue growth, expanded distribution footprints at scale, and built structured execution frameworks that translate strategy into in-market performance. At Cookd, I led a regional sales transformation across Tamil Nadu and Kerala, delivering 100%+ revenue growth within one quarter, expanding modern trade footprint by 2.5x, optimizing trade investments, and implementing SFA/DMS systems to improve visibility and accountability across the field force. Previously at Scale Global Ventures, I led multi-country brand strategy and expansion initiatives - negotiating with 40 global brands, launching 17 brands across 6 markets, building S&OP frameworks from scratch, and driving a $4M annual commercial pipeline through cross-functional alignment. During my tenure at CavinKare, I managed large-scale trade marketing and key account portfolios, directed ₹2.5 Cr visibility investments across 5,000 outlets, executed national activation campaigns in collaboration with Virat Kohli, and managed marketplace partnerships with Amazon, Flipkart, Myntra, and Nykaa to optimize inventory health and channel profitability. My core strengths: • Sales & Distribution Expansion • Trade Marketing & Channel ROI Optimization • Key Account & Marketplace Management • Category Growth & Unit Economics • Team Building & Capability Development • S&OP and Cross-Functional Alignment I believe sustainable growth comes from strong systems, disciplined execution, and empowered teams, not just aggressive targets. Open to leadership opportunities across Sales, Trade Marketing, Category, and Ecommerce functions where scale, structure, and strategy intersect.

Country

City

India

Industry

Retail

Skill

Sales Leadership, Head of Sales, Business Strategy, Business Planning, Sales Processes, Digital Strategy, Marketing Management, Sales, Key Account Management, Program Management, Trade Marketing, Data Analysis, Stakeholder Management, Sales Operations

Experience

Head of Sales

Cookd

2025-8 - Present · 1 yr 2 mos

Chennai, Tamil Nadu, India

• Built, restructured, and led a 100+ member sales team across Tamil Nadu & Kerala, driving performance through structured training and SOP adherence • Delivered 109% revenue growth in 3 months by revamping sales structure, policies, and execution frameworks • Spearheaded large-scale hiring and capability-building for promoters, resulting in 136% growth in promoter-led outlet sales • Expanded Standalone Modern Trade footprint by 267% in 2 months through targeted retail expansion programs • Increased monthly order volumes by 290% by implementing SFA & DMS systems to drive execution visibility and accountability • Reduced trade costs by 46% by eliminating underperforming in-store displays and optimizing trade margins • Streamlined distribution strategy by eliminating SMS/NMS contributions and liquidating high-value legacy inventory, accelerating FMS sales momentum and improving offtake efficiency

Brand Strategy Manager

Scale Global Ventures

2023-8 - 2025-9 · 2 yrs 2 mos

Hyderabad, Telangana, India

• Led end-to-end brand negotiations for 40 global brands, including brand evaluation, value chain assessment, pricing strategy, & unit economics; successfully launched 17 brands across 6 international markets • Built business plans and S&OP frameworks from the ground up, aligning Commercial, Supply Chain, and Finance functions to deliver a $4M annual revenue pipeline • Designed and deployed a $600K trade marketing budget across multiple markets and channels, optimizing spend efficiency and driving scalable growth • Managed a 4-member eCommerce enablement team, building a $20K monthly pipeline per brand (2 brands) and increasing ROAS from 1x to 4x

Program Manager

CavinKare

2019-5 - 2022-7 · 3 yrs 3 mos

Tamil Nadu, India

Customer Marketing Manager • Delivered consecutive quarterly sales plans with 30% growth, achieving record-high sales performance • Led large-scale field capability-building initiative by training 500+ promoters and merchandisers across India, on digital sales tools and merchandising standards, improving overall retail execution quality • Directed ₹2.5 Cr trade visibility strategy across 5,000 outlets, optimizing deployment, compliance tracking, and in-store impact measurement Key Account Manager • Delivered 135% sales growth through high-impact trade programs improving channel economics, market penetration and distributor ROI. • Designed and executed national brand activation campaign in collaboration with Virat Kohli, accelerating secondary sales and partner engagement across 3,000+ stakeholders • Managed strategic partnerships with leading eCommerce platforms — Amazon, Flipkart, Myntra, and Nykaa — negotiating liquidation of ageing (<70% shelf-life) inventory across priority SKUs.