Sharuti Mittal

New Product Development (NPD) and Brand Marketing Strategy: -Ideated, planned & executed the launch of 3 new product lines (cheese/cream/butter) with multiple variants -Led the end-to-end process collaborating with multi-functional teams - Supply chain, Quality, Legal, Regulatory, Packaging and R&D; ensured smooth launch for the product lines within agreed timelines -Spearheaded the brand communication and packaging design development from ideation to deployment stage -Managed the overall brand strategy for Paras; handled ideation & execution of the marketing calendar -Collaborated with agencies in developing creatives for print ads, digital content and hoardings, among others BTL Marketing and Key Accounts: -Involved in extensive OOH Media development, including posters, banners, display units, et al with an objective to increase number of consumer touch points -Initiated and executed In-shop promotion activities to induce trials, elicit customer response and improve sales -Managed sales, marketing & branding activities, identified new business opportunities for 100+ Key Accounts Social Media Marketing and Market Research: -Leveraged social media for successful campaigns through proximity targeting & consumer behavioural mapping -Steered ~15 Digital Marketing campaigns to establish Paras brand’s presence across social media platforms -Led end to end process in generating Brand & Consumer Insights for ₹2,000 Cr dairy brand - Paras, across: Full scale Qual/Quant/Pack Tests||Pricing tests||Brand track/ dipstick/post ad-diagnostic||U&A Studies

BTL Planning & Strategy: -Involved in BTL Planning & Strategy and Market Intelligence for the parent company, Samsung India -Built retail business strategy for mobile & 10 consumer electronics categories (150+products in total); worked with ATL alongside other teams for Integrated Marketing Communication -Supported in development of new business strategy and identification of more than 5 new business avenues -Contributed to process formulation, and assisted project management in end-to-end planning of operations in exclusive and 1000+ non-exclusive retail projects Consumer Research: -Evaluated tech tools for conducting shopper research and generating insights from retail data of 100+ stores -Assisted ATL and BTL teams conducting consumer research for brand campaigns, Conducted brand research for generating insights, encapsulating know-how of U&A, path to purchase, retail audits, marketing mix optimization etc.

Business Strategy & Strategic Planning: -Direct report to Director-Strategy & CMO; generated Market Insights for Business Strategy & Strategic Planning -Managed consumer insights arm for 20 business units in organization, using internal data and by conducting research studies, both qualitative & quantitative -Evaluated 15+ monthly traffic reports; shared vital information with OEMs like Ford, Hyundai, Renault & Tata. Consumer Psychology: -Analyzed consumer psychology by conducting interviews for over 1500 respondents, in more than 25 cities -Completed setup of Net Promoter Score tracking & analysis system with feedback from 200+ depth interviews -Constructed end to end consumer journey (both online & offline) for firm’s marketing & strategy by analyzing information of 500+ buyers from online database and offline interviews -Built buyer personas for various customer groups by conducting 200+ interviews, segregating buyers by car segments and analyzing data for both first & repeat customers Achievements: -Recognized for commissioning studies on influence of digital on auto, insights of the same were used for publishing Whitepaper report on “Digital Garage” in partnership with BCG

Market Research -Partnered with conglomerate clients as a strategic point of contact in brand marketing research and insights -Collaborated and provided support to multinational FMCGs - Nestle, Pepsi, GSK, Reckitt Benkiser, Dabur etc. -Developed new business from new and existing clients; set up processes to improve the quality of research and data -Handled cross-team work integration with the goal of achieving business objective of the organization -Managed research in both syndicated & customized offerings; collaborated with field and analysis verticals -Assisted in addressing client business problems using suitable market research analyses and presenting findings -Advised 10+ clients on product and portfolio planning, new launch planning, customer retention and acquisition strategy, pricing, user engagement, brand and retail management