RAHUL VIJ
About
To offer a background of accomplishments and reputation of a result-oriented professional whose strengths are strategic thinking, innovative approach and resilience backed with analytical, interpersonal and team management skills with 6+ years of experience across sectors.
Experience
Marketing Manager
Amazon India
Formulated marketing strategy for the launch of Amazon Business in Bangalore. Effectively executed the proposed strategy across online and offline channels to drive Leads and Registrations on platform. Formulated customer engagement strategy to measure the health of business by segmenting customers basis their order behavior.
- Created Customer Segments by integrating feature based and behavior, need and attitude based segmentation techniques.
- Defined Segment evaluation parameters to identify right TG & establish Customer Personas.
- Planned & Executed a “Need Gap assessment” research (qualitative) to outline Value Proposition for each Target Segment.
- Conceptualized integrated marketing execution plan that included Positioning, Media Selection, Messaging and detailed Execution plan.
- Conceptualized & launched “Everyday Wholesale Prices" campaign across 6 channels (3 digital & 3 offline), generated 7000+ B2B leads.
- Activated 3 channels (2 offline, 1 online) to convert leads - delivering 1000+ B2B registrations within 3 months of launch.
- Defined KPIs of each channel and ensured processes and CTAs are in place to monitor channel effectiveness and CPA.
- Optimized performance of each channel by designing processes and testing hypotheses to establish efficacy of each channel.
- Identified key issues among “Lapsers” by conducting customer in-depth Usability testing to establish "Product Improvements".
Consumer Insights Manager – Secondment
PepsiCo India Holding
Partnered trade marketing team to plan the "Go To Market" strategy for 1.5% share gain by targeting a specific retailer segment. Proposed pricing & new product launches based on market insights: actioned in Y2013 Operating Plan of Frito Lay. Evaluated the "6W Behavior Study” to identify occasions for "New Product Development" basis consumption behavior. Triangulated findings across Household, Consumer and Retail panels for category trends, forecast growth & competitor performance. Point of contact for 3 market research agencies (Including Nielsen) and responsible for XX Cr. of insights budget. Reviewed & presented monthly performance to Frito-Lay ExCom; Conceptualized & conducted 2 roadshows for Frito sales teams.
- Impact: Lay's WC Flavors launched at higher Price Points (INR 15).
- Impact: "Kurkure” brand extension in Traditional namkeens; New Products tested for couple of snacking occasions identified.
Manager, Sr. Executive, Executive
The Nielsen Company
Benchmarked Snacks to Chocolates category (Impulse competitor) to derive insights on pricing to drive “category premiumization". Led Business Development team to deliver an annual revenue growth of 50% in Y2012 from clients such as Pepsi, PMI, RSPL. Assessed Campaign effectiveness & Product performance for Pepsi Foods portfolio & presented to MD and category heads. Experienced in quantitative and qualitative techniques including Product Testing (Affective), Mystery shopping & Usability study.
- Impact: Lay's Party Packs launched at higher Price points; Lays Baked launched with focus on a specific TG @ higher PP.
- Suggested Pricing and Market opportunities which were actioned in Y2012 to increase segment share by 2.8% within Q4'12.
Analyst
Monitor Consulting / Grail Research
Pioneered the application of PSM model to deduce New Product Pricing strategy for client using primary data from 600+ respondents. Proposed Market Segments using CHAID model to partner Monitor Consulting in designing products for a fortune 10 bank. Forecasted Demand/Supply of pathologists for 15 years in US by developing a model using primary data of 2000 pathologists. Created a framework to generate benchmarks for Ad spends and Sales by analyzing 90 brands across 9 categories in Malaysia. Developed norms and recommendation for the marketers highlighting the movement of advertisement clutter over last 10 years. Instrumental in setting up Call Quality analytics across APAC markets and designed an automated dashboard for client delight. Automated 'Sales Force Effectiveness' project; improving efficiency by 150% per resource ensuring cost saving of 2 resources.
Tr. Analyst, Jr. Analyst
Glaxo Smith Kline / WNS Services
Key Skills Acquired / Demonstrated: Analytics, Quantitative Research, Automation, Statistical MR, Tools – IMS Rapier.
Internship
IPG Media
Key Skills Acquired / Demonstrated: Consulting, Quantitative, New model development, Research Papers.
Education
PGDM in Marketing & Consulting
S. P. Jain Institute of Management & Research, Mumbai
BE in Polymer & Chemical
Delhi College of Engineering, Delhi
Class XII in CBSE
St. Mark's Sr. Sec. School, Delhi
Class X in CBSE
St. Mark's Sr. Sec. School, Delhi
Skills
Marketing
Product Management
Research & Analytics
Business Development
Consulting
Analytics
Sales
Digital Marketing
Tools
Communication
Client Relations
Management
Projects
Winner of Social Media Analytics
Developed model to predict ratings & personalized services from customer reviews with 95% accuracy.
Mondelez Entry Strategy
Proposed entry strategy into online retail by proposing portfolio, communication strategy and distribution model.
National finalist Last Manager Standing at Micanvas'13
With 15 other finalists from Top 20 B-schools across India.
National finalist Neetishastra’13
Live consulting competition to propose 30 Cr. funding option for UNO Foods Pvt. Ltd @ IIM Indore.
Tata Indica MVC Evaluation
Evaluated current MVC to propose organizational changes and designed GTM plan to succeed in Passenger segment.
Marico Portfolio Analysis
Analyzed the 'Food and Non Food' portfolio and recommended brand extensions into Men's Grooming and Hair Care.
Mee-Mee Retail Store IMC Plan
Conceptualized a phased IMC plan suggesting a new brand property "Moomey” to be leveraged for 50% growth.
Light bulb Moments (Live Project)
Designed value proposition & identified parameters to recommend 7 potential JV partners across US.
Google Ad words Campaign for SnowWorld
Designed campaign for SnowWorld to achieve 43k impressions at 5.3%CTR; Improved online sales from 18% to 50%.
Certifications
Manager certification
The Manager School Program
Selected for Manager certification @ "The Manager School Program" as part of "Impulse Category champ" award.
Merit Certificate in Maths National Olympiad
Issued May 2005
Awarded during high school for academic excellence.
Awards
Letter of Appreciation from SVP
Commending marketing sense & professionalism; Presented to CEO- was proposed for monetization.
Research Papers published
Published on Ad Spends to Sales Spend forecasting model ii) Impact and trends of advertising clutter.
Nielsen Future Leaders
Nielsen
Among the 8 HiPoS selected for Nielsen Talent Council from a cohort of 336 Executives.
Best RMS Executive Award
Nielsen India
Across Nielsen India; Part of 'Appreciation Meeting' with Nielsen India President.
Impulse Category champ
Across FMCG clients in India; Selected for Manager certification @ "The Manager School Program".
Bronze Team Award
For managing client relationship and delivering impactful insights.
Rated "Exceeding Expectations"
With a rating of 4/4 during all performance reviews across organizations – Top 20%.
Inter School Topper - Third Rank Holder in Class X
May 2005
Achieved third rank in Class X, also a Scholarship holder.
Scholarship from Sanskrit Academy
Sanskrit Academy
May 2005
Awarded during high school for academic achievement.
Among top 10 in Polymer & Chemical Engineering @ DCE
Delhi College of Engineering
May 2011
Ranked among the top 10 students in the Bachelor of Engineering program.
Topper in Marketing Class with CGPA of 3.61/4 - PGDM
S. P. Jain Institute of Management & Research
May 2013
Achieved highest GPA in the Marketing Class of the PGDM program.
Topper in Consulting Cohort with CGPA of 3.71/4 - PGDM
S. P. Jain Institute of Management & Research
May 2013
Achieved highest GPA in the Consulting Cohort of the PGDM program.
RAHUL VIJ
About
To offer a background of accomplishments and reputation of a result-oriented professional whose strengths are strategic thinking, innovative approach and resilience backed with analytical, interpersonal and team management skills with 6+ years of experience across sectors.
Experience
Marketing Manager
Amazon India
Formulated marketing strategy for the launch of Amazon Business in Bangalore. Effectively executed the proposed strategy across online and offline channels to drive Leads and Registrations on platform. Formulated customer engagement strategy to measure the health of business by segmenting customers basis their order behavior.
- Created Customer Segments by integrating feature based and behavior, need and attitude based segmentation techniques.
- Defined Segment evaluation parameters to identify right TG & establish Customer Personas.
- Planned & Executed a “Need Gap assessment” research (qualitative) to outline Value Proposition for each Target Segment.
- Conceptualized integrated marketing execution plan that included Positioning, Media Selection, Messaging and detailed Execution plan.
- Conceptualized & launched “Everyday Wholesale Prices" campaign across 6 channels (3 digital & 3 offline), generated 7000+ B2B leads.
- Activated 3 channels (2 offline, 1 online) to convert leads - delivering 1000+ B2B registrations within 3 months of launch.
- Defined KPIs of each channel and ensured processes and CTAs are in place to monitor channel effectiveness and CPA.
- Optimized performance of each channel by designing processes and testing hypotheses to establish efficacy of each channel.
- Identified key issues among “Lapsers” by conducting customer in-depth Usability testing to establish "Product Improvements".
Consumer Insights Manager – Secondment
PepsiCo India Holding
Partnered trade marketing team to plan the "Go To Market" strategy for 1.5% share gain by targeting a specific retailer segment. Proposed pricing & new product launches based on market insights: actioned in Y2013 Operating Plan of Frito Lay. Evaluated the "6W Behavior Study” to identify occasions for "New Product Development" basis consumption behavior. Triangulated findings across Household, Consumer and Retail panels for category trends, forecast growth & competitor performance. Point of contact for 3 market research agencies (Including Nielsen) and responsible for XX Cr. of insights budget. Reviewed & presented monthly performance to Frito-Lay ExCom; Conceptualized & conducted 2 roadshows for Frito sales teams.
- Impact: Lay's WC Flavors launched at higher Price Points (INR 15).
- Impact: "Kurkure” brand extension in Traditional namkeens; New Products tested for couple of snacking occasions identified.
Manager, Sr. Executive, Executive
The Nielsen Company
Benchmarked Snacks to Chocolates category (Impulse competitor) to derive insights on pricing to drive “category premiumization". Led Business Development team to deliver an annual revenue growth of 50% in Y2012 from clients such as Pepsi, PMI, RSPL. Assessed Campaign effectiveness & Product performance for Pepsi Foods portfolio & presented to MD and category heads. Experienced in quantitative and qualitative techniques including Product Testing (Affective), Mystery shopping & Usability study.
- Impact: Lay's Party Packs launched at higher Price points; Lays Baked launched with focus on a specific TG @ higher PP.
- Suggested Pricing and Market opportunities which were actioned in Y2012 to increase segment share by 2.8% within Q4'12.
Analyst
Monitor Consulting / Grail Research
Pioneered the application of PSM model to deduce New Product Pricing strategy for client using primary data from 600+ respondents. Proposed Market Segments using CHAID model to partner Monitor Consulting in designing products for a fortune 10 bank. Forecasted Demand/Supply of pathologists for 15 years in US by developing a model using primary data of 2000 pathologists. Created a framework to generate benchmarks for Ad spends and Sales by analyzing 90 brands across 9 categories in Malaysia. Developed norms and recommendation for the marketers highlighting the movement of advertisement clutter over last 10 years. Instrumental in setting up Call Quality analytics across APAC markets and designed an automated dashboard for client delight. Automated 'Sales Force Effectiveness' project; improving efficiency by 150% per resource ensuring cost saving of 2 resources.
Tr. Analyst, Jr. Analyst
Glaxo Smith Kline / WNS Services
Key Skills Acquired / Demonstrated: Analytics, Quantitative Research, Automation, Statistical MR, Tools – IMS Rapier.
Internship
IPG Media
Key Skills Acquired / Demonstrated: Consulting, Quantitative, New model development, Research Papers.
Education
PGDM in Marketing & Consulting
S. P. Jain Institute of Management & Research, Mumbai
BE in Polymer & Chemical
Delhi College of Engineering, Delhi
Class XII in CBSE
St. Mark's Sr. Sec. School, Delhi
Class X in CBSE
St. Mark's Sr. Sec. School, Delhi
Skills
Marketing
Product Management
Research & Analytics
Business Development
Consulting
Analytics
Sales
Digital Marketing
Tools
Communication
Client Relations
Management
Projects
Winner of Social Media Analytics
Developed model to predict ratings & personalized services from customer reviews with 95% accuracy.
Mondelez Entry Strategy
Proposed entry strategy into online retail by proposing portfolio, communication strategy and distribution model.
National finalist Last Manager Standing at Micanvas'13
With 15 other finalists from Top 20 B-schools across India.
National finalist Neetishastra’13
Live consulting competition to propose 30 Cr. funding option for UNO Foods Pvt. Ltd @ IIM Indore.
Tata Indica MVC Evaluation
Evaluated current MVC to propose organizational changes and designed GTM plan to succeed in Passenger segment.
Marico Portfolio Analysis
Analyzed the 'Food and Non Food' portfolio and recommended brand extensions into Men's Grooming and Hair Care.
Mee-Mee Retail Store IMC Plan
Conceptualized a phased IMC plan suggesting a new brand property "Moomey” to be leveraged for 50% growth.
Light bulb Moments (Live Project)
Designed value proposition & identified parameters to recommend 7 potential JV partners across US.
Google Ad words Campaign for SnowWorld
Designed campaign for SnowWorld to achieve 43k impressions at 5.3%CTR; Improved online sales from 18% to 50%.
Certifications
Manager certification
The Manager School Program
Selected for Manager certification @ "The Manager School Program" as part of "Impulse Category champ" award.
Merit Certificate in Maths National Olympiad
Issued May 2005
Awarded during high school for academic excellence.
Awards
Letter of Appreciation from SVP
Commending marketing sense & professionalism; Presented to CEO- was proposed for monetization.
Research Papers published
Published on Ad Spends to Sales Spend forecasting model ii) Impact and trends of advertising clutter.
Nielsen Future Leaders
Nielsen
Among the 8 HiPoS selected for Nielsen Talent Council from a cohort of 336 Executives.
Best RMS Executive Award
Nielsen India
Across Nielsen India; Part of 'Appreciation Meeting' with Nielsen India President.
Impulse Category champ
Across FMCG clients in India; Selected for Manager certification @ "The Manager School Program".
Bronze Team Award
For managing client relationship and delivering impactful insights.
Rated "Exceeding Expectations"
With a rating of 4/4 during all performance reviews across organizations – Top 20%.
Inter School Topper - Third Rank Holder in Class X
May 2005
Achieved third rank in Class X, also a Scholarship holder.
Scholarship from Sanskrit Academy
Sanskrit Academy
May 2005
Awarded during high school for academic achievement.
Among top 10 in Polymer & Chemical Engineering @ DCE
Delhi College of Engineering
May 2011
Ranked among the top 10 students in the Bachelor of Engineering program.
Topper in Marketing Class with CGPA of 3.61/4 - PGDM
S. P. Jain Institute of Management & Research
May 2013
Achieved highest GPA in the Marketing Class of the PGDM program.
Topper in Consulting Cohort with CGPA of 3.71/4 - PGDM
S. P. Jain Institute of Management & Research
May 2013
Achieved highest GPA in the Consulting Cohort of the PGDM program.