Shruti Agrawal

In my role as Director of Marketing, I spearhead marketing initiatives to drive growth across multiple business lines. My responsibilities encompass developing and executing comprehensive marketing strategies aimed at enhancing brand awareness, acquiring new customers, retaining existing ones, and establishing valuable brand partnerships. I lead diverse teams specializing in performance marketing, CRM, digital and offline advertising, social media, creative development, and strategic partnerships. My focus is on delivering impactful results through cohesive and innovative marketing interventions.

 Head Marketing, Jayashree Textiles, a Textile powerhouse with presence in Linen, Cotton & Wool: Responsible for Marketing for Jayashree Textiles across business verticals including both B2B & B2C Marketing - responsible for consumer marketing, B2B marketing, new product launches and digital footprint for business  Head, E-commerce, Jayashree Textiles: Responsible for building the e-commerce business for Linen Club through own brand.com & marketplaces including E-commerce strategy, P&L responsibility and Bran.com build

Head Marketing, Linen Club, the largest linen specialist brand in India: Responsible for overall Brand Marketing for Linen Club across channels including Brand Strategy Development, Go to Market Strategy, Trade Marketing, Digital Marketing & Brand Research Key responsibilities-  Instrumental in building a cogent brand strategy and on-boarding a strong marketing team for Linen Club: Developed and executed the annual brand plan for Linen Club and its extensions (Linen Club Apparel, Mazury, Cavallo)  Repositioned Linen Club, closely worked with Creative agency for campaign launch with new brand ambassador  Led the Media strategy for the brand; executed 360 marketing campaign, delivered improved brand salience & imagery  Executed a comprehensive digital & e-com strategy for Linen Club; 4x growth in Website traffic, improved ER on social platforms, 10x increase in brand conversations on digital led by Influencers/ KOL/ Content partnerships  Led the launch of Linen Club Loyalty Program at Exclusive outlets, Repeat Purchase improved from 29% in FY17 to 42% in FY19  Launched 100+ EBOs with Store specific activations; catchment level analysis & BTL support for revival of de-growing stores  Led various Trade initiatives like Trade conferences, incentive programs for enhanced channel partner engagement & improved point of sale visibility  Conducted brand tracks, category U&A studies, Product testing & Concept testing studies with various partner agencies

AGM, Strategy & New Initiatives – Business Head Office - Domestic Textiles (India), Acrylic Fibre (Thailand) & Overseas Spinning (Indonesia, Thailand, Philippines): Developed & supported strategic initiatives for existing revenue streams, new business segments & overall business growth with extensive global exposure & cross cultural interactions Strategic Projects: - Formulation of medium term growth plans for business - Location Evaluation for capacity expansion - Target identification for alliance/ acquisition Marketing Projects: - Market mapping & segment attractiveness studies both in India and globally - Implementation of ‘Net Promoter Score’ to measure Customer Advocacy - Execution of various customer centricity initiatives Leadership & Business Process Improvement - Strategic inputs to Business Head based on improved business MIS, regular business reviews, stronger marketing intelligence & customer visits to key markets including India, Brazil, Europe etc.

Area Manager - Peter England, Mumbai/ Retails Operations Executive - Peter England, Karnataka: Responsible for driving revenue (L2L & expansion), managing costs, process compliance (SOP adherence) & people management (recruitment, development, retention) - Delivered topline growth Y-o-Y across all Exclusive Brand outlets - Drove aggressive retail expansion - Institutionalized various in store processes for better SOP adherence and improvement in KPIs - Undertook cost control initiatives including closure of non performing store - Focused on team selection and capability building through extensive staff hiring and training - Conducted various BTL activities across stores for improving footfall - Drove the loyalty program through customer enrolment and campaign designing

Delivered strategic projects across the Group in Telecom, Finance, Textile & Cement industry Stint 1 (June - Sept) : Idea Cellular Ltd., Telecom Supply Chain – Developed a roadmap for ISO certification of Idea Commercial dept.; Explored benefits of Regional warehousing for Idea cellular Stint 2 (Sept - Dec) : Aditya Birla Finance Ltd. (Risk Dept.) - Introduced industry level monitoring for early warning signals of possible credit deterioration Stint 3 (Dec - March) : Thai Acrylic Fibre, Production - Suggested ways of reducing plant downtime & increasing machine availability Stint 4 (March - June) : Ultratech Cement, Marketing - Suggested ways of reviving current applications of white cement & identified possible new applications of white cement

Pre Placement Offer (PPO) Awarded for Leadership Program, Aditya Birla Group – LEAP participant - Developed telecom product offerings for rural markets in India

Projects and Papers: - Live project, Dabur: Suggested measures to arrest loss of sales across distribution channel based on sales forecast & lead-time analysis - Authored a paper on financial inclusion outlining the important role of business institutions, NGOs, NBFCs & SHGs Competitions: - 3rd position & Best presenter, Tata Business Leadership Award, a business strategy competition, 2009 - Finalist, Zonal level (South & East zones), StratEdge, National level case study competition organized by GSK, 2009 - Finalist, Dconstruct, a live business case simulation by Diamond Consultants with RFP & client interaction, 2009