• Spearhead the regional marketing strategy and new product development (NPD) for the hair care & skin care categories in the Middle East for Marico Limited – a multinational consumer goods company listed on the Indian Stock Exchanges with a USD 1 Billion+ turnover• Shape the regional brand direction across 6 countries (UAE, KSA, Kuwait, Oman, Qatar & Bahrain) - covering brand management, financial performance, media & communications, go-to-market strategy, trade/channel marketing and consumer promotions• Manage brand portfolios across 4 flagship brands - Parachute Advansed Shampoo, Hair Creams Range, Parachute Asian Hair Oils Range and Virgin Coconut Oil, ensuring consistent messaging and effective positioning across all markets• Develop and execute 360-degree integrated marketing plans for new and existing products – utilize MIS and data analytics to identify trends and optimize strategic & tactical approaches including ATL, BTL and digital activities• Develop and launch new products and manage pipelines - conduct market & consumer research, category scanning for new product positioning & messaging and collaborate with R&D teams to develop products that resonate with target audiences • Manage the marketing P&L and budget for assigned brands – submit forecasts, set targets, ensure optimization of gross margins within competitive ranges, conduct quarterly reviews and make data-driven adjustments to strategies and pricing • Lead and mentor an Assistant Brand Manager to develop and execute marketing campaigns to increase brand recognition and loyalty • Supervise trade marketing initiatives - channel management, in-store branding, displays and advertisements

• Led the strategic brand management and growth for the Parachute Advansed Beliphool hair oil product across Bangladesh - oversaw all brand communication, trade planning, market research and consumer insights • Created and operationalized a 2-year brand strategy – directed and coached 1 Brand Manager to achieve 100% on-time and within-budget execution of the strategy• Delivered 17% revenue growth, 4.5% HHP increase (household penetration), 3% TOMA uplift (top-of-mind awareness) in 2020 – designed and implemented the hugely successful ‘Miss Perfect Hair’ campaign• Drove 3% market share increase – partnered with sales teams to identify and tap into geography-specific opportunities, deployed tactical market plays across wholesale channels and rural markets to increase brand reach and demand generation • Achieved 3.56% incremental gross margin – successfully executed a Gross Margin improvement project for the brand• Launched 1 new product for the local market – expanded the hair oil category with the Parachute Advansed Onion Oil NPD

• Developed and executed breakthrough brand campaigns for the Parachute Advansed Anti Hair Fall Oils range • Achieved 56% sales growth, 40% rise in HHP and doubled sales volume in 6 months in 2019 – designed and implemented comprehensive 360-degree marketing campaigns • Pioneered packaging innovation and product quality improvement for the Parachute Advansed Extra Care range – led consumer insights drive and leveraged data to integrate a comb to the hair oil bottle, enhancing user convenience, differentiating the product in the market and reviving stagnant sales • Increased TOMA by 1.5% by launching a robust influencer and mass TV campaign - improved brand awareness, consumer engagement and demand

• Operationalized a 1-year brand strategy for Parachute Advansed hair oil products ensuring 100% execution – drove the leading brand in its category to achieve targeted volume growth• Contributed to the brand turnaround – worked on the successful ‘Strong Hair’ campaign that resulted in post-campaign sales growth • Acquired hands-on experience in brand operations, market research and campaign development & execution