Mr Jyoti Mandal

Contact: 9999083020
E-Mail: jyotimandal2011@gmail.com

JOB OBJECTIVE
Seeking assignments in ATL, BTL and Digital Marketing with a leading organization of high repute preferably in FMCG/FMCD/Fas
PROFILE SUMMARY
• A competent professional with more than 14 years of experience in:
-ATL & BTL Marketing -Digital Marketing -Trade Marketing
-Budget Planning & Control -Market Research -Packaging Development
• Proficiency in analyzing the market trends to provide critical inputs, formulating and implementing various marketing
strategies and plans
• A keen planner and strategist with skills in developing & executing marketing campaigns required for a brand through a
synergic set of communication activities internal and external
• Skilled in conducting opportunity analysis by keeping abreast of market trends and competitor moves to achieve market-
share metrics
• Instrumental in understanding Trend at Local/Regional Markets.
ORGANISATIONAL EXPERIENCE

➢ Worked as a Senior Marketing Manager (Marketing Head) with Anuschka Leather , Kolkata from Sept 2022 to Sept 2023.
Brands Handled: Anuschka leather Handbags, Hand painted and Hand crafted Clutches and Wallets
Key Result Areas:
• Managing and leading the E-Commerce and Market Place team of Anuschka Leather.
• Develop annual marketing budget & activity calendar. Regular monitoring of spends vs budget.
• Marketing Campaigns : Plan and execute marketing campaigns to promote the brand and its products. Develop
engaging and relevant content, messaging, and visuals to resonate with the target audience. Collaborate with the
marketing team, creative agencies, and influencers to ensure successful campaign execution.
• Evaluation of all the campaigns, course correction and improving the performance and business.
• Managing and driving growth on Amazon Platforms worldwide, Market Places and DTC Site. For Example- Amazon.com,
Amazon.UK, Amazon.CA, Amazon.EU, Amazon.in, Flipkart.com, Walmart.com, Heyconnect, Zalando, etc.
• Managing the advertisement campaigns of various marketplaces.
• Coordinating with external agencies for SEO, SEM and Social Media Marketing for India and Abroad. .
• Influencer Marketing – Connect, negotiate, collaborate with influencers (Budget Cap celebrities) and be responsible to
generate business through influencer marketing. Coordinating with agencies for Influencers as well.
• Developing the fashion retail business of anuschka leather in India.

➢ Worked as a Brand Consultant (Independent Freelancing) with Bellissa International, New Delhi from Jan 2021 to August
2022.
Brands Handled: Bellissa Handbags, Clutches and Wallets
Key Result Areas:
• Managing 360 degree marketing across all platforms comprising Offline, Digital, Web and Social Media Marketing.
• Creating a holistic digital marketing plan for the organization along with the budget and online business forecasting.
• Evaluation of all the campaigns, course correction and improving the performance and business.
• Influencer Marketing – Connect, negotiate, collaborate with influencers (Budget Cap celebrities) and be responsible to
generate business through influencer marketing
• Community management through the team - Managing all social media forums of all the brands with regular posts and
engagement campaigns. Develop and run paid social media (FB, Instagram, YouTube, etc) advertisements/campaigns
e.g., PPC, traffic oriented, followers enhancement, etc.
• Managing the advertisement campaigns on E-Commerce platforms- Amazon Marketing Services, Flipkart Ads, etc.

➢ Worked as a Brand Manager with Simbhaoli Sugars Limited, Noida from June 2019 to December 2020.
Brands Handled: Trust Sugar & Trust Hand Sanitizer

Key Result Areas:

• Managing ATL, BTL & Digital Marketing for the FMCG (Food) and HPC (Hand Sanitizers/Disinfectants) segment of “Trust”.
• Developing Marketing Plan with a specified marketing budget (Post approval from the company stakeholders) and ensure
that all marketing activities are managed within budgets.
• Media Planning & Negotiations, Coordination with Advertising Agencies.
• Packaging design and development for Sugar and Hand Sanitizer Category.
• Drive various marketing and branding initiatives, agency coordination, event management, Vendor management, etc.
• Develop and manage digital marketing campaigns, design, build and maintain the brand's social media presence
• Deploy successful marketing campaigns and own their implementation from ideation to execution, developing online and
offline marketing campaigns.
• Retail Visibility & Promotions. Maintaining Brand Visibility across all the retail outlets. (MT, GT and Online Trade)
• Liaising & Coordination with the sales team for sales promotional Activities, Organising Dealer/ Distributor meet.
• Formulating the plans and Developing Marketing collateral (Broachers /Promotional materials/leaflets, etc.
• Competitor benchmarking through various researches, carrying out the Events & Exhibitions (Event Management).

➢ Worked as a Brand Manager with Prime Milk Specialities Pvt Ltd (TruMilk), Ludhiana from Oct 2017 till Mar 2019.
Brands Handled:
TruMilk (Premium Cow Milk, Curd, Ghee, etc)

Key Result Areas:

• Managing 360 Brand Communications across all media touch points including ATL, BTL & Social Media Marketing
• Media Planning & Negotiations, Coordination with Advertising Agencies.
• Identify channels for brand visibility and recognition and drive campaigns to achieve the outcomes
• Develop and manage digital marketing campaigns, design, build and maintain the brand's social media presence
• Deploy successful marketing campaigns and own their implementation from ideation to execution, developing online and
offline marketing campaigns.
• Retail Visibility & Promotions. Maintaining Brand Visibility across all the retail outlets. (Modern Trade & GT)
• Manage Marketing Budgets and ensure that all marketing activities are managed within budgets.
• Liaising & Coordination with the sales team for sales promotional Activities, Organising Dealer/ Distributor meet.
• Formulating the plans and Developing Marketing collateral (Broachers /Promotional materials/leaflets, etc.

➢ Worked as an Assistant Marketing Manager with Intex Technologies (India) Limited from Dec 16 till Aug 2017.
Brands Handled: Intex Smart World
Managing ATL and BTL Marketing Activities for EBO’s of Brand Intex (Intex Smart World) for Pan India.

Key Result Areas:

• Promoting the Brand through Various channels of ATL and BTL Marketing
• Evaluating Marketing Budgets and assuring adherences.
• Conceptualize the creative campaign, liaise with and brief the advertising agency as well as the appropriate media to ultimately
ensure accurate, true and effective communication with the various markets.
• Strategizing & Implementing Brand Marketing plan within the specified budget allocated by the management.
• Collaborates with the Sales Team for the ideation, planning & budgeting, and implementation of all Sales / Promotional
activities, including point of sales materials. Public Relations & CSR initiatives
• Coordinate with external agencies for generating sales promotional materials.
• Carrying out the Events & Exhibitions. Planning and execution of New Store Launches
• Developing Marketing collateral (Broachers /Promotional materials/leaflets/ Newsletters , etc
• Liaison & Coordination with Vendors/Agencies to get the best possible rates and simultaneously executing the Retail
activation work.
➢ Worked as a Marketing Manager with Kristal Spirits India Pvt Ltd, New Delhi. ( From Oct 2014 to Nov 2016)

Brands Handled: Fashion Vodka, Oakwood Creek Whiskey

Key Result Areas:
• Promoting the Brand through Various channels of ATL ,BTL & Digital Marketing
• Strategizing & Implementing Brand Marketing plan within the specified budget allocated by the management.
• Collaborates with the Sales Team for the ideation, planning & budgeting, and implementation of all Sales / Promotional
activities, including point of sales materials, Regular coordination with Advertising Agencies.
• Effective Social Media Promotions through Face book and twitter .
• Planning Retail Visibility & Promotions. Maintaining Brand Visibility across on trade and Off Trade.
• Plan and executing the design & Deployment of Brand campaigns, Promotions and new product launches.
• Development of Creative part, Brand Logo, etc by coordinating with Graphic Designers and external agencies.
• Carrying out the Events & Exhibitions. Updating social networking sites of the company such as FB & twitter.
• Developing Marketing collateral (Broachers /Promotional materials/ leaflets, etc.

➢ From Feb’11 to Oct 2014

Grasim Industries Ltd. (Aditya Birla Group), FMCG Division as Brand Officer (North & East India)
Location – Delhi & Kolkata
Brands Handled :KARA Skincare wipes, Kara Baby Wipes (Baby Care Wipes), Kara Hands (Hand Sanitiser)
Key Result Areas:
• Handling BTL Marketing activities in Northern & Eastern India through various channels.
• Participation in Events & Exhibitions , Like- Beauty & Spa Expo, IITF, CII Consumer Fair , etc.
• Regular co-ordination with ATL & BTL Advertising agencies – Lintas, D Mass communications, etc
• Planning & executing Retail visibility, Promotions & Merchandising in MT & GT stores for North Region.
• Experiential Marketing – Customer engagement at various touch points.
• Digital Marketing- Brand Promotion through social networking portals and key focus on regional parameters.
• Manage Marketing Budgets and ensure that all marketing activities are managed within budgets.
• Liaising & Coordination with the sales team for sales promotional Activities, Organising Dealer/ Distributor meet.
• Formulating the plans and Developing Marketing collateral (Broachers /Promotional materials/leaflets,etc.
• Responsible for conceptualization and implementing consumer and trade schemes for the region.
Highlights:
• Holds the merit of representing Grasim Industries in the ICC CWC 2011 (Activation held in Srilanka and Bangladesh for
promoting the Brand “ Kara Facial Wipes“)
➢ From Jan’09-Dec’10
SR Foils & Tissue Limited, New Delhi as Assistant Manager (Marketing & Promotions)
Brands Handled:
• Home Foil (Leading Aluminium Foil Wrap in India), Mistique Tissues, Clean Wrap.
Key Result Areas:
• Planned, organized and implemented marketing communication activities-ATL & BTL, Retail Merchandising (Modern Trade
& Conventional Retail).
• Planning Retail Visibility & Promotions. Maintaining Brand Visibility across all the retail outlets.
• Coordination with Advertising Agencies
• Imparted training and support to the merchandising team (Promoters) of the company
• Carried out the above the line activities like media planning, sponsorship and event management
• Developed the Brand through below the line promotional activities inclusive of Gift Schemes, Trade Schemes, POP Materials
and Outdoor Advertising Targeting Primarily.
Highlights:
• Actively participated in overall Branding Process of the company in the Designed Area
• Independently developed the western India market through effective product penetration in Maharashtra and Gujarat

PART-TIME ASSIGNMENT
Aug’05-May’06 - Uday Media Pvt. Ltd. (Part Time), New Delhi as Marketing & Promotional Associate
• Carried out the Marketing & Business Development of various services offered by the company
EDUCATION
2008 Post Graduate Diploma in Business Management from The Indian Institute of Planning and Management, New
Delhi (leading to Masters in Business Administration (Marketing & HR) from International Management Institute, Europe)
2005 BA (Honours) from Bhagat Singh College, Delhi University
2002 12th from CBSE Board
2000 10th from CBSE Board
STUDY TOUR
Title: Study Tour to United Kingdom
Duration: 2 Weeks
Description: The Global Opportunity and threat analysis is a program conducted by the “Indian Institute Of
Planning and Management” in which the students get an Exposure to the various functional aspects
of Global Corporations by visiting different foreign Destinations in accordance to which our Batch had
a 2 week Long Study Tour to London, U.K. Where Senior Executives of Corporations like- Citigroup,
British Telecom, GSM Association, South Thames College, etc has interacted with us and given their
presentation about various aspects of their business strategies At London School Of Economies.
PERSONAL DETAILS
Date of Birth: 10th October, 1983
Address: D-21, Villas, RPS Green Valley, Sector 41,42, Faridabad, Haryana- 121010.
Languages Known: Hindi, English, Bengali and Assamese.

I hereby declare that the facts given in resume are correct to best of my knowledge and belief.

Date:
Place: Jyoti Mandal