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Akash Deep

Male, 31 years
PGDM, B. Tech 5 Years of work experience in Sales and Marketing at ITC Limited, Total 7 years of work experience

Work Profile
Assistant Brand Manager, Sunfeast YiPPee! Noodles, ITC Ltd July 2015-Current
Assistant Manager, Trade Marketing, ITC Ltd May 2013-June 2015
AUT, ITC Ltd June 2012-April 2013
Associate Engineer, Software verification, Xilinx Inc. July 2008 May 2010
WORK EXPERIENCE
ITC, Assistant Brand Manager Sunfeast YiPPee! Noodles (21 Months) July 2015 Current
Business Planning Annual & 5 year Business Plan including marketing strategy & brand profitability
Brand Management Manage an INR 700 Cr./annum portfolio Sunfeast YiPPee! Noodles
Portfolio Management Manage SKU geography mix as per competition & industry trends
Consumer Insights Generate consumer insights to identify new opportunities & optimise the marketing mix
Market Research - Plan & coordinate market research & syndicated studies (AC Neilson Retail Audit, IMRB Household panel,
consumer panels for new product testing)
Key Responsibilities Brand Communication: Co-ideate with partner agencies (O&M, Ittisa) to build effective communication
Trade Marketing Collaborate with category development & sales team to plan & execute trade & brand inputs
New product development Product launches & market extensions in-line with brand strategy
Marketing Budget management Manage budget for all ATL & BTL expenditures
Agency Management- Manage partner media & advertising agency
Vendor Management Manage all external vendors for developing merchandizing solutions
Instrumental in business growth from INR 457 Cr to INR 724 Cr in 2 years during which industry growth was stagnant
- Strengthened Market leadership with increase in MS from 15.6% to 23%
- Played key role in design and execution of 360 degree Safety campaign and Reassurance campaign which led to
revival of brand during crisis and more than 25% growth in volume as compared to pre-crisis period
Spearheaded 2 new launches and readiness for re-launch of a third variant
- Launched YiPPee! Power Up Atta noodles which currently holds 13% market share in Atta noodles category
- Developed the Six in One pack for YiPPee! Magic Masala, the launch for the same is on-going
- Complete readiness for re-launch of YiPPee! Chinese Masala with new packaging & improved formulation
Instrumental in design and execution of two consumer promos
- Designed and executed YiPPee! Free Shopping Spree promo for South & East India and partnered with Amazon India
to develop YiPPee! Maalamaal promo for North and West Region
- Worked closely with manufacturing team to finalise specs of in-pack gift item
- Identified two new vendors for gift items procurement which were 50% more cost effective than those identified by
the procurement team
- Worked closely with creative agency to finalize pack design, in-pack gift, merchandising, & TVC film for both promos
- Worked with research team to finalize promo design of Free shopping spree
- Trained consumer care team to handle all the consumer promo queries in-house, & also managed gift dispatches in-
Projects done and
house to significantly reduce promo operation cost
Achievements
- Collaborated with Activation team and PR to design promo activation to create buzz around the activities
Noodles Category Crisis Management
- As part of reassurance campaign, redesigned the website to convert it into an information portal answering question
raised around the category and evidence that YiPPee! Is 100% safe. 3 Lac+ page views during campaign period
- Completely managed You Ask we answer campaign by keeping track and providing responses to 1000+ consumer
queries/clarifications received through the website or helpline number
- Monitored print and media to track negative news about the brand and accordingly action for Press releases
- Developed communication for the trade, distributors as part of both Reassurance and YAWA campaign
- Managed various activations such as School Contact Program, D2D, Paid Sampling to generate 20 Lac+ contacts
- Single point of contact for all ongoing Noodles & Pasta FSSAI related matters. Work closely with Lagal, Sales,
Regulatory, & Manufacturing team to ensure handling of all on ongoing matters
Reached to 18 Lac+ Kids through two editions of school contact program communicating brand core USPs
Coordinated with Activation team & sales team to come up with two low cost model of paid sampling of noodles. Cost
reduction of up-to 60% achieved
Redesigned the website post crisis to give it a modern look, have faster loading times and improved performance for both
desktop and mobile
Developed new packaging for all SKUs to comply with revised regulatory norms and improve pack designs

Ph: +91-9686578492 ||Email: akash.iiit@gmail.com || ITC Ltd, Foods Division, Pulikeshi Nagar Bangalore 560005
Akash Deep
Male, 31 years

ITC , Assistant Manager Cigarette premium channel trade marketing & FMCG special projects ( 25 months) May 2013 June 2015

Cigarettes
- End to End Management of on ground Loyalty operations, including on ground audits, ensuring 100% QC and
implementation of the program across Branches for 12000 Super Premium and modern variant convenience outlets
- Collaborate with Channel and Category Development teams to ensure alignment of objectives like outlet level changes,
shelving requirements and other details regarding outlet & market level strategy.
Key Responsibilities - Independent supervision of data upkeep and maintenance at the Units
- Coordination with Technology partners on overall delivering Portal and mobile application quality testing and scoring
- Finance Interface Coordination of the Redemption process, Budget Control
FMCG
- New Merchandising Solutions & Technology and audit based project for FMCG (a) Merchandising Solutions for loyalty
Outlets (b) Improve Customer experience by leveraging Technology

Cigarettes
- 11% improvement in performance through reduction of competition presence & improved merchandising upkeep with
high score of 95% at the end of tenure
- Improved Bingo & Confectionary visible availability by 24% each through outlet level actionable
- Successful implementation of many new launches/LEP packs visibility norms in SPMV channel and launch visibility
schemes
- Added more actionable reports in the analytics tool enabling greater usage and improved functionality
- Formulated new SOPs to ensure nil non-compliance and successfully cleared one internal audit and two corporate
Projects done and audits
Achievements - Managed annual redemption as per schedule for the loyalty enrolled outlets with total payout of 20 cr/year
FMCG
- Managed 4 editions of Visiking An all India natural visibility contest for Grocery and Convenience channel.
Designed the scoring parameters, data reporting, & audit format, & weekly performance reports
Total visibility gained in 3.4 + lakh outlets gaining 5.5+ lakh shelves
- Developed the KYC app for enabling FMCG loyalty payment though bank gift cards
- Managed the monthly performance report for a PCP visibility program for ISS outlets
- Developed new merchandising solutions viz. GT outlet to ISS conversion, GT counters, Low cost counter dispensers,
multi-brand dispensers, Lit shelving solution etc.

ITC (AUT, Coimbatore branch 11 months) June 2012 April 2013


Develop an in depth understanding of ITCs distribution system for all FMCG divisions
Key Responsibilities Work with 70+ distributors in Tamil Nadu markets with population ranging from 10K to 10 Lac+
Gain exposure in 4 distribution channels - Convenience, Grocery, Stationery & Modern Trade
Achieved business targets for the assigned territories during various stints including timely completion of new launches
Projects done and
Gathered key insights on deodorant sales and distribution including distributor margin, retail schemes and structures,
Achievements
merchandising norms etc. which were utilized during Engage deodorant launch

XILINX, ASSOCIATE ENGINEER (23 Months) July 2008 May 2010


Key Responsibilities Software verification and new feature testing
Verified front end of multiple product releases for a synthesis tool, used extensively by 20,000+ corporates
Projects done and Reduced customer issues by 25% providing improved Productivity, Performance & Cost benefits
Achievements Reduced process turnaround time by 67% from 3 days to 1 day and reducing man-hours utilization through automation
Executed & Maintained 16,000 test cases weekly, had sole responsibility for testing & job scheduling

EDUCATION
Post-Graduation, PGDM in Marketing and Operations, IIM Lucknow Batch of 2012

Graduation, B.Tech in Electronics and Communication, IIIT Hyderabad

Ph: +91-9686578492 ||Email: akash.iiit@gmail.com || ITC Ltd, Foods Division, Pulikeshi Nagar Bangalore 560005
Akash Deep
Male, 31 years

Other details and Position of responsibilities held


Promoted in ITC limited in July, 2015
First prize in INDEX 2010, an IIM L marketing fest, by developing insights into perception on jewellery for Tanishq
Recommended innovative new KPIs that would help Wills Lifestyle track performance in a more efficient way
Designed strategies for Business Standard to increase their market share by targeting reader profiles
Member, Mess Committee, IIM Lucknow responsible for vendor management for a annual budget of Rs. 25 million
Member, Placement Operations, Co-ordinated hospitality requirements for ~200 companies during placements
Planned and Executed Kalakshetra 07, a 3-day cultural event at IIIT Hyderabad
Member, Mess Committee, responsible of menu design and re-structuring of mess portal to augment operational efficiency

INTERESTS
Adventure travel & landscape photography
Biking and Music
Books Travel & Wildlife

Ph: +91-9686578492 ||Email: akash.iiit@gmail.com || ITC Ltd, Foods Division, Pulikeshi Nagar Bangalore 560005

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