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    CHARU DHOOT CV_v1

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    CHARU DHOOT CV_v1

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    4 views2 pages

    CHARU DHOOT CV_v1

    Uploaded by

    jyotibudhraja

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 2

    CHARU DHOOT

    +91-88794 00566 | charu.dhoot@gmail.com | www.linkedin.com/in/charudhoot

    MARKETING STRATEGIST | BRAND ARCHITECT


    Excellence in Building Global Brands | Strategy| Innovation| Consumer & Culture Insight | Driving Business Growth & Profitability
    Passionate, growth-focused strategic marketing leader with 15 years of proven track record in building purposeful-profitable-
    sustainable brands and driving P&L across diverse FMCG categories, including Home Care, Personal Care, Beauty, Water & Air
    Wellness. Driven by agile mindset and high degree of ownership with demonstrated achievements in spurring significant brand equity
    growth, market penetration, and share gains through consumer-centric innovations, 360 communication campaigns, multi-year brand
    strategies, and partnerships for iconic Unilever brands. Talent catalyst experienced in leading large cross-functional and multi-cultural
    teams to high performance, streamlining stakeholder alignments, fostering agency collaboration, and delivering growth across South
    Asia, Latin America, Southeast Asia, and South Africa markets. Possesses keen eye for data and aesthetics along with expertise in
    transforming data into actionable insights to deliver impact.
    Career Highlights:
    Bagged 2022 Gold Effie & 2023 Silver Effie awards for Sustained Brand Success and Kantar Creative Effectiveness Award
    2024 for “Most Consistently Effective Advertiser” for Surf excel.
    Developed a 3-year Brand vision plan and technology funnel to make Radiant the next E1bn global brand for Unilever.
    Turned around Pureit India’s ~₹300 crore/€36 million topline business, transforming it from stagnant and loss-making to
    market-leading growth with substantial margin improvements, shifting UOM from -7% to positive.

    AREAS OF EXPERTISE
    Brand Strategy | Brand Equity & Custodianship| Brand Identity & Design | Leadership | Innovation / NPD Program | Stakeholder
    Management | Consumer Insight | 360 Communication Campaigns | P&L Accountability| Project Management | Digital Marketing

    PROFESSIONAL EXPERIENCE
    HINDUSTAN UNILEVER LIMITED, India
    Marketing Manager – SURF Excel, South Asia | Jul 2022 – Present
    Brand Lead and P&L Partner for €1.4 bn+ Surf Excel South Asia core portfolio - one of the largest businesses for HUL and Unilever
    Home Care globally.
    Crafting and executing brand strategy to strengthen brand power and accelerate business growth through premiumization and driving
    strategic P&L decisions. Spearheading a deaveraged high-velocity innovation and equity program to deliver unmissable superior mixes
    - propositions, products, pack, and 360 communication campaigns. Leading a cross-functional, multi-geography team of over
    28 members and collaborating with top-tier advertising and design agency partners.
     Delivered market-beating, double-digit topline growth in 2022 and 2023 across the South Asia powders portfolio, with
    significant penetration, market share, and brand power growth in activated geographies.
     Turned around the West India Powders cluster to gain +500bps average quarterly penetration, +140 bps market share within
    F6M, and +150bps MAT’24 Brand Power with a bespoke full mix re-stage including new proposition, product, and top-box
    communication campaign, awarded by Kantar as “Most Effective Category Campaign” 2024.
     Achieved in 6 months +150bps average quarterly penetration for Bangladesh Powders, +100bps MAT’24 Brand Power gain in
    a hyper-inflation and downtrend market context via mix re-stage, including a new value-driven proposition, pack, top-box
    communication campaign, and price-pack architecture interventions.
    o Championing future mix development and business case for a high-value strategic investment aimed at creating a
    product-technology moat and doubling the brand's topline within three years of re-launch.
     Led the flagship Clean Future project for HUL Home Care Division (India Matic Liquids), launched on World Clean Up Day 2021,
    to advance HUL’s 100% plastic neutrality and GHG emissions reduction goals.
    o Crafted a compelling proposition, pack 2D design, and top box 360 communication campaign, including on-ground
    activation; delivered the project end-to-end in a record 3 months.
    Global Brand Manager – RADIANT (RIN, BRILHANTE, OMO, VISO, SURF) | Sep 2020 – Jun 2022
    Global brand steward and Future Format Innovation Lead for Radiant, €850mn+ brand globally (2022) with a presence in
    10+ countries.
     Established Radiant as the fastest-growing Global Home Care brand in 2021 & FH 2022 with >9% topline growth, achieving
    the distinction of being the only Unilever Home Care brand with > 80% of its Global turnover growing Brand Power.
     Refreshed Master brand equity by crafting a new Global Brand Positioning, Big Brand Campaign Idea (BCI), new Brand Visual
    Identity including packaging (1st PRS quantitative win in 8 years), and a new Brand World.
     On-boarded renowned global & regional advertising and design agencies and partnered to collaboratively develop and land
    the master brand re-stage with bespoke top-box 360 communication campaigns across top countries.
     Re-staged Rin India Liquids with a new proposition, top box communication, and packaging, achieving over INR 100 crore / €12
    million in the first year, doubling the top line.

    Senior Brand Manager – PUREIT | Jul 2017 – Aug 2020


    South Asia Category & Brand Lead with equity, strategy, portfolio, innovations, communication, and strategic P&L decision ownership.
     Masterminded the brand & portfolio transformation - from a mass imagery & offering brand to a challenger premium electric
    brand with a benefit-first, digital-first design-for-channel approach, unlocking +560 bps gross margin in year 1 alone.
     Architected the industry award-winning premium Copper+ RO mix, garnering a +250bps share within year 1 of launch and
    targeted incremental margins for the portfolio. Copper+ RO became the brand's #1 selling device, significantly dialing up its
    expert and premium credentials within the electric segment.
     Delivered a full-funnel digital strategy and assets that impacted all key touchpoints within the consumer journey, including
    social media, website/D2C content, influencer programs, e-commerce, and performance marketing, resulting in best-in-class
    CTRs and boosted conversions, achieving 3X ROAS.
     Re-launched RO Water purifiers in Bangladesh with a winning proposition by leading end-to-end strategic initiatives, growing
    the RO business by 5X within a year.

    Brand Manager – LAKME | May 2015 – Dec 2016


    Innovation and Communication Lead for Lakme’s premium skincare portfolio – Absolute Skin Lightening, Anti-aging, Hydration, and
    9to5 CC cream, driving premiumization for HUL Skin Care.

     Achieved 5X category growth and +30% delta of topline in year of launch with re-staging of Lakme Perfect Radiance Range, CC
    cream shade additions and price-pack interventions, and launch of a new CC Color Transform mix.
     Designed best-in-class digital, e-commerce content with a unique Lakme take to drive range awareness and build regimes for
    Anti-Aging (Sculpt range) and Hydration (Gloss range).
     Won Nykaa Femina Beauty Award 2016 for Lakmé Skin Gloss Overnight Mask in the Skin Care.

    Global Brand Manager – FAIR & LOVELY (NOW GLOW & LOVELY) | Sep 2014 – Apr 2015
    Global Assistant Brand Manager | Jul 2012 – Aug 2014
     Spearheaded Fair & Lovely’s first successful entry into the Premium Skin Lightening (PSL) segment, achieving a ₹35 crore/€4.2
    million incremental turnover and a +350bps PSL share gain in the first year, with the development and launch of the FAL BB
    cream mix, from concept to execution.
     Awarded Silver Innovation of the Year at the Annual CEO Awards and received multiple internal accolades.

    PREVIOUS EXPERIENCE
    Unilever Asia Pvt. Ltd. | Joined as Intern – Global Ponds (Apr 2009 – Jul 2009) and rose to the position of Global Assistant Brand
    Manager – Lux (Aug 2009 – Jun 2012)

    QUALIFICATIONS
    MBA | SP Jain Center of Management, Mumbai-Singapore-Dubai Dean’s Lister (Top 5% of the batch) | 2009
    B.Com | Sydenham College of Commerce & Economics, Mumbai

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