SHVETA PAUL

42, Acacia I
Vatika City
Sector 49
Gurgaon 122018
Mobile: 9810168010

SKILLS AND SUMMARY OF WORK EXPERIENCE

Over 22 years of experience working in a marketing leadership role with

experience in Digital (SEO, SEM, Social Media, Email Marketing, Affiliate,
Alliances, Display Ads, Video Advertising, Retargeting, Mobile Marketing) and
Offline (ATL, BTL, partnerships, PR and community management) marketing
activities. Strong & proven skills in brand management, category strategy &
portfolio planning & development.
Has handled the overall responsibility for meeting the set growth objectives in
terms of revenue, profit (P&L) and market share by providing strategic direction,
executive management and control of marketing operations.
DETAILS OF WORK EXPERIENCE

Organization : Amplifon India Pvt Ltd

.
Tenure : Since November2015

Designation : Marketing Director

Amplifon is a global leader in hearing care and is also a leading service provider in hearing aids
in Indian market. As marketing director (reporting to the CEO), overall responsibility is that of
developing and executing appropriate marketing strategies to meet the companys set objectives.
Key Responsibilities include:
Drive Indias Strategic Business Plan to ensure alignment between service & product
offerings and financial targets
Driving assessments & footfall through various marketing programs in line with revenue
& annual operating plan of the company.
Establish & grow the brand awareness of Amplifon, managing the retail identity through
over 200 retail points both COCO & SIS.
Shift the source of revenue for Amplifon from doctor referral to consumer marketing
using effective communication & direct marketing initiatives
Manage and lead the Marketing team, PR efforts, Demand Generation, Platform
Marketing, Product Marketing, Program Management and Brand Management.
Plan and execute integrated marketing campaigns that builds the company's pipeline and
also mature existing opportunities
 Branding - Ensure consistent branding across collaterals. Maintain, update, and publish
branding guidelines
Social Media Marketing
Devised & implemented a comprehensive social media strategy and define programs that
use social media marketing techniques to increase visibility, drive engagement, and
establish thought leadership. Developed outreach programs to grow and engage an active
community of followers: identify social media influencers and engage with them across
channels to build a solid referral network. Devised & executed social media campaigns to
brand enhance engagement in industry events, webinars, etc.
Establish & maintain the brand awareness in the digital domain, including SEO, SEM,
customer acquisition, e-commerce associations, social media engagement of the target
audience as well as influencer. (In just one year, the cost of customer acquisition
through digital media has come down by 40%)
Leverage the technical dominance of the brand in this category to build PR amongst the
doctor community to build relations and leverage key accounts as well as expand
category awareness amongst the TG using both print & digital media.
This position has dotted line reporting to the global CMO and is one of the 100 IKMs
(International Key Manager) that Amplifon has worldwide.

Organization : Amway India Enterprise

.
Tenure : October 2012 till Oct2015

Designation : Category Head Beauty & Personal Care

(Reporting to CMO)

Handled the beauty and personal care category, which include brands like Attitude (Masstige
Indian Brand) and Artistry (Luxury Global Brand, amongst top 5), Glister (above 100 Cr brand of
toothpaste), Satinique (Hair Care) and G&H (Body lotions n gels).
Provide direction for category growth & profitability while gaining overall market share
from other key competition brands
Launch new products, as per AOP & LRBP (long range business plan), with complete
coordination with sales, operations & training teams
Pricing of existing & new products to maintain profitability for the brand. Grow the
brand in both top line as well as its operating profit level
Promotions plan & execute promotions with objective of liquidation, sustained
profitability & consumer appeal in mind
Sourcing developing & maintaining domestic as well as international suppliers for skin,
color & personal care products. Effective SCM application to maintain low cost, high
margins.
Forecast for categories in 18 months cycle, both for existing & new product ranges,
keeping all seasonality and promotions in mind
Design and plan all communication material to support new launches, promotions &
campaigns catalogues, leaflets, POS, training material, etc
 Advertising work closely with creative agency to design effective brand messaging and
use media (TV, print & digital) effectively to build the brands for long term growth
(measured by brand awareness & favorability scores)
Managing online brand and product campaigns to raise brand awareness. Managing the
redesign of the company website. Improving the usability, design, content and conversion
of the company website
Market Research plan and initiate new researches to gauge new product acceptability,
test promotions, advertising communication before and after launch
Distributor Marketing
Develop and lead all distributor specific marketing plans, distributor surveys, co-branding
initiatives, distributor loyalty programs, etc.
Manage the Global Distributor Advisory Program
Manage distributor permissions and approvals case studies, testimonials, quotes,
interviews, guest blogs, speaking opportunities at events, etc.
Support Sales Enablement activities Knowledge sharing sessions about sales wins
Plan & run special loyalty club & leadership growth programs revolving around beauty
brands. Work closely with leaders amongst key distributors for popularizing the brand
amongst their network Growth strategy for specific brand devising, planning &
executing it within the existing network of distributors.
Coordinate closely with Global & Regional brand team for in-synch planning &
implementation of all global brands within the portfolio.

Organization : VLCC Personal Care Ltd.

Tenure : July 2006 till Sept 2012

Designation : Asst Vice President, Head of Marketing

(Reporting to CEO, VLCC Personal Care Ltd)

Head of Marketing Department and managed a team of 8 people. Specific areas of responsibility
included:
Strategic
Developing short, medium and long-term brand strategies for each of the brands
Developing & implementing appropriate marketing strategies, including product portfolio
management, marketing campaigns and advertising for the business to achieve the set revenue,
profit & market share objectives.
GTM Strategy - Collaborate with Sales teams to create strategic marketing plans to support
of Sales pipeline and revenue objectives. Overall campaign designing & execution for product
launch, re-launch, regional go-to-market campaigns, and new market entry initiatives
Support Channel driven go-to-market campaigns & co-branding activities from a marketing
standpoint
Exports developed a complete new portfolio for VLCC International, to be sold in the
Middle East markets. This range was similar to domestic range, with different packaging and
consumer insight led graphics.
 Private Label used the spare capacity of the factory for private label products for Big
Bazaar, Elder Pharma. This led to 20% better utilization of the factory capacity.
Continually identifying and quantifying new growth opportunities for VLCC Personal Care
Ltd., based on consumer insights.
Planning for the necessary resources in terms of people and marketing expense budgets to
meet objectives.
Setting up of chain of EBOs to retail the premium skin care range to build on the brand image
and maximize revenue.

Functional / Operational
Developing and executing marketing strategies for the product portfolio to drive sales
revenues and grow market share.
Articulating brand and product positioning for different customer segments and implementing
and executing the positioning proposition
Designing Pre & Post Launch campaigns.
Planning and coordinating advertising campaigns & promotional activities, product
management and market research.
Tracking consumer insights and competition moves through appropriate market research and
taking these into consideration in developing marketing strategies that would grow the
business.
Working with the chosen advertising agencies to ensure that the campaigns meet desired
objectives and reflect the brand image.
Developing & executing Visual Merchandising to ensure effective display of the product to
drive the brand image and superiority of the products.
Preparing Training material for Sales Staff on Product Information, Positioning, and
Competition, usage & Unique Feature & facts.
Working with the sales team in planning & executing pricing and promotion strategies that tie
in with the brand positioning & image.
In co-ordination with the VLCC Groups strategy, rolling out the New Product Development
calendar keeping in view the positioning of the brand, margin expectations and competitive
scenario.
Executive & Leadership
Setting ambitious targets and providing the leadership & direction to the team to achieve the
set goals. Key result areas include business growth & profitability, increase in market share
and brand image and loyalty along with improvement in Brand Margin.
Building a highly energized team that would eventually be responsible for product and brand
management and executing the marketing strategy. Mentoring and developing the second line
of leadership within the function. Overall responsibility for recruitment and talent
development.
 Managing close relations and facilitation with other functional heads - Sales, Retail
Operations, Finance, HR, Supply Chain, advertising, media and PR agencies.
(Specific Achievement: Through various innovative marketing & advertising efforts, VLCC
Shape Up was able to double its sale in the just two years And VLCC was able to make its place
in the sun care market at the 5th position, within 3 years of entry.)

Organization : Pentair Water India Pvt. Ltd.

Tenure : September 2005 till July 2006

Designation : Marketing Manager

Responsibilities handled:
Advertising, media selection and buying, agency selection and handling for the
residential range of products sold through the consumer durable channel of sales.
Brand management for the overall brand spread across residential, industrial and
international business.
Product launching and designing the details of the launch, pricing, positioning,
advertising, channel acceptance and placement
PR and communication including international communications and internal and
external newsletters
Designing and implementing all trade channel promotional schemes and shop-floor
branding and activities
Distributor management, staff training, incentive schemes.
Market research at consumer and industry specific levels
Strategy planning and category mapping for the business development division.

Organization : Tetra Pak India Pvt. Ltd.

Tenure : March, 1999 to September 2005

Designation : Marketing Services Manager

Responsibilities handled over various tenures include:

Organizing all marketing events and promotions including seminars, conferences &
exhibitions. All these had press meets & national coverage planned & coordinated with
our PR agency.
(Specific Achievement: Conceptualized and initiated an annual conference in the year 2000 and
by successive 6th conference in 2004, the concept had generated enough equity in the industry
-providing larger platform of participation with a delegate fee to make the conference more
productive and economically viable.)
Working closely with brand managers / marketing managers of all major brands in Tetra
Pak cartons (like Nestle, Dabur, Frooti, Tropicana) in the entire consumer / trade
promotional activities. Including retail channel, where we implemented specific
promotions launched thru POS, merchandising.
Associated with the product launch of a new packaging format in India.
 Conceptualized and designed a new tool to showcase the new product formulations
developed by the R&D team, to various prospective customers in a complete and
comprehensive way using market research data/backup.
Development of innovative and non-conventional marketing collaterals.
Print / production of advertisements, posters, corporate A/Vs, magazines.
Independently handling all communication journals including companys corporate
newsletter (quarterly), customized product and promotion journal for some important
channel partners. Also working closely with the advertising agency for developing
various brochures, product catalogues, etc.
Liaising with various Government Ministries, Funded Organizations, Business
Associations, Schools & relevant authorities, Agencies, etc.
Coordinate with advertising, PR, direct marketing & promotion/events agencies to ensure
effective communication of the brand positioning.
Analyzing & mapping ORG retail audit for movements, stocks & age of stocks of
products packed in our cartons and sharing customized derivation of these reports with
various brands.
Continuous market, sales and consumer tracking based on primary and secondary data
including commissioned research studies.
Coordination with various sales agencies appointed for promoting school milk program

Organization : Kodak India Ltd.

Tenure : September 1994 to March 1999

Last Designation: Business Coordinator Sales & Marketing

Was Responsible for:

Regional implementation & distribution of all marketing support activities, schemes and
collaterals effectively.
Marketing & Sales coordination
MIS reports, coordination with commercial & accounts department for forecasting and
inventory management
Designing and implementing various dealer incentive schemes, organizing dealer meets,
incentive tours/package.
Relationship building and business development with all key accounts and major
institutional customers
All below the line sales & promotion activities.

QUALIFICATIONS
MDP from IIM, Lucknow
Certificate course in Marketing Information Analytics from Tata Management Training
Centre, Pune
PGDBM from Delhi in 1993 from YMCA, Delhi
Diploma in Computer Applications from NIIT, Delhi in 1992
B.Sc. in Analytical Chemistry from Delhi University in 1991

DATE OF BIRTH
20th August, 1971