Mayank Raina

• Lead the P&L, Communication Strategy and Marketing Mix for India's Largest Antacid Brand (100 Mn USD+)
• Responsible for leading the Communication Strategy including Brand Heart, ECI, Offline and Digital Communication
• Launched Eno’s 2022 Mainline TVC and digital surround, on with clear brand tasks and insights
• Leading initiatives on building critical conversations around Eno across multiple digital touch points, such as :
• Built an industry first Rural Digital Activation with bespoke creatives and a unique collaboration with the Chacha Choudhary Comic Universe
• Built Eno’s first influencer program via the comedy influencer genre, with on-going work on building a long-term property
• Building an always-on social strategy around key category relevant occasions, using brand relevant platforms including Sharechat
• Responsible for leading the Online and Offline Media Strategy via the Annual Operating Plans for the brand (Annual WM ~14 Mn USD)
• Key market/town strata/SEC level TV planning for a mass brand with market leadership across most states
• Digital pilots for driving incremental reach in Metros via Zapr and Connected TV
• Built a unique Geo Targeting Digital Model with Facebook and Jio to target Rural audiences by district
• Complete P&L Accountability with clear GM and PP targets for the year
• Responsible for Annual Business Planning to Build Clear Marketing JTBDs
• Responsible for Commissioning relevant researches including Usage and Attitude, Triggers and Barriers, for tracking long term trends and inputting into Brand and Communication Strategy
• Currently involved in a Brand Architecture re-haul, keeping in mind the potential future brand pipeline

· Led the 2020 and 2021 Business Planning cycles, Media Planning and P&L to drive key Marketing priorities.

· Led the launch of Otrivin Breathe Clean, a foray into the nascent Nasal Wash category, pivoting the brand to preventive health space. Key highlights :-

- Used the Global VBL and ECI to build a complete communication toolkit based on India specific insights and Research outputs with elements on every step of the Consumer Experience Journey

- Built a sustained PR/Category Creation piece across top Health Publications to build category awareness and behavior change for the Nasal Wash habit.

- Built both the TVC and the digital surround to drive upper funnel, with Social surround meant to amplify the education task in the communication. “Haath ke Saath Naak Wash kiya kya” was extremely relevant to the launch timing

- Built the first ever Influencer campaign on Otrivin, by identifying key cohorts and going after health and wellness celebrity influencers

- Worked closely with the Expert Team to build the HCP Strategy for the new launch, with clear focus on ENTs and Pediatricians

- Built an end to end E-Com strategy on Amazon and E-Pharmacies, with 25% of the NPI’s business coming from E-Com versus

- Won the prestigious APAC Business Excellence Award at the APAC level for the launch package

• Decongestant brand (~15 Mn USD in India)
• Led the 2020 and 2021 Business Planning cycles, Media Planning and P&L to drive key Marketing priorities
• Led the launch of Otrivin Breathe Clean, a foray into the nascent Nasal Wash category, pivoting the brand to preventive health space
• Key highlights :-
• Used the Global VBL and ECI to build a complete communication toolkit based on India specific insights and Research outputs with elements on every step of the Consumer Experience Journey
• Built a sustained PR/Category Creation piece across top Health Publications to build category awareness and behavior change for the Nasal Wash habit
• Built both the TVC and the digital surround to drive upper funnel, with Social surround meant to amplify the education task in the communication
• Haath ke Saath Naak Wash kiya kya” was extremely relevant to the launch timing
• Built the first ever Influencer campaign on Otrivin, by identifying key cohorts and going after health and wellness celebrity influencers
• Worked closely with the Expert Team to build the HCP Strategy for the new launch, with clear focus on ENTs and Pediatricians
• Built an end to end E-Com strategy on Amazon and E-Pharmacies, with 25% of the NPI’s business coming from E-Com versus
• (New Brand Store, Amazon Search Plan, Amazon DSP and 1mg Display)
• Won the prestigious APAC Business Excellence Award at the APAC level for the launch package, North (UP, UTL, RAJ, DEL, PJB, HAR, Hills), Complete accountability for the Gross to Net spends for a 650 Cr Topline Region
• Liasoning with Brand teams to align full year brand activation and BTL calendars for the Region, and cascade to the sales team
• Using category Insights and External benchmarking for customizing National Plans to Region nuances
• Driving efficiencies in National Channel Programs through a team of 150 Stores Merchandizers
• Close coordination with Supply Chain for annual and 3 month rolling Region forecasts
• Key Member of the Regional Leadership Team that won the prestigious Business Excellence Award for 2018, GSK India’s highest business award

• Modern Trade and Alternate Channels, Led a team of 6 Key Development Executives across West Bengal, North East, Bihar, Jharkhand, Orissa
• Responsible for delivering an annual topline of 70 Cr in Modern Trade and 30 Cr in Alternate Channels
• Responsible for delivering operational efficiencies through a team of 70 Store Promoters and 12 Merchandizers
• Grew Modern Trade by 27% and Alternate Channels by 31% year on year (Highest in the country for 2016)
• Handled Account Relations, Terms of Trade and Annual Operating Plan with the Kolkata based Spencer’s Account

• Led a team of 7 Territory Sales Executives for delivering an annual topline of 80 Cr in Rajasthan across Direct and Rural Channels
• Delivered double digit growth in both years with distribution and share gains in 5 out of the 6 key categories

• Direct Channel (Saurashtra and Kutch, Part of Lubricants Business Unit
• Responsible for delivering topline for the Industrial B2B Channel
• Handled 100+ Industrial Accounts, including several 2000 Cr plus topline firms (Jindal Steels, Adani Power, Mundra UMPP)