Samir Mahajan

C-212, Sector-122 Noida (UP)

Sr.Marketing Manager

Nationally award-winning marcom professional with 8.10 years of experience leading corporate
marketing and communications for multimillion turnover companies across diverse industries.
Respected leader of core marketing communication team in head office, brand management and
strategic planning departments. Conceptualize and orchestrate marketing campaigns that effectively
reinforce and build brand images.
Recognized proficiency in development & implementation of overall brand and marketing program,
business strategies, media management, research & audits, market analysis and product positioning
plans/ policies.
Proven ability in marketing & branding of a wide bandwidth of products with demonstrated initiatives
and execute successful product launches. An effective communicator and team leader with proven
team building and management abilities

Skills

Marketing Strategies & Campaigns

Below the Line Activities(BTL)
Creative Development
Product Positioning & Branding
Outdoor Media Planning

Focus Group & Market Research

Development of Events Calendar
Sales Collateral & Support
Marketing Budget Planning
New Product Launch

Recent Awards
Best Event Manager-All India(Brand Ambassador-DS Meet & Greet),2013
Dish Excellence Award All India (Digitization in D4 Markets),2012
Leading Marcom Manager Award (10 Million Subscribers Celebration),2011
Dish Excellence Award All India (Brand Refreshment),2009
Dish Excellence Award-All India (Brand Refreshment), 2008
Award of Excellence for Outstanding Retail Visibility (Visibility Dominance Campaign), 2008
Best Performer at Circle Level (Mega Event Rang Barse),2007

Professional Experience
DISH TV INDIA LTD, Noida (Head Office), India No.1 DTH service providing & a group company of
Zee Network Enterprises. National & Global presence with turnover of INR 20 billion.
Marketing Communications Manager, 10/2007 to 10/2014
Manage corporate marketing and communications functions, overseeing INR 190 M annual budget and
coordinating with 18-member team. Formulation & implementation of marcom plans & strategies, retail
visibility management thru on-shop/in-shop branding, POS & visual merchandising production, brand
management, outdoor media selection, vendor development & management, cost negotiation &
effectiveness, retail research & audits, product launches, events, exhibitions, tie-ups & press conferences,
innovations in BTL& ATL, analysis, reporting, reviews & presentations.
Selected Accomplishments:

Developed and launched national level integrated retail visibility projects(onshop/Inshop) in urban &
rural 2000 markets, PoS material & visual merchandising planning, production, deployment &
execution across retail channel that led to grab 29% visibility share across the country.
Led market launch of various new products, twice brand refreshment, identified opportunities,
researched new product possibilities through subs & retailers feedback, collaborated with sales team
and created campaigns expanding retail & alternate channels network to 2 lacs outlets(Jan 2014).

Created concept of exclusive & multi-brand shops, instrumental in framing retail visibility guidelines in
the form of Retail Look Book to improve flow & an effective utilization of visibility assets by
sales/marketing team on retail channels.
Conceptualized & created Depth of OOH Sites, Visibility trap on Residential localities & Highways
Branding on FoC basis that enhanced the density of brands mass visibility & benefited opportunity
gain to company by INR 40 M each year on an average basis.
Performed ongoing Retail/market research and demographic profiling to identify and capitalize on
unmet market needs ahead of the curve that propelled sub-base from 3 M (2007) to a projected 18 M
by 2014 year beginning.
Ideated & produced premium / low cost innovated elements in on-shop/in-shop/hard & soft
merchandising/PoS categories. Efforts were appreciated as some elements were imitated by other
companies/industries too.
Leveraged strengths in cost-effective marketing management and vendor negotiations to end each
year an average of 15% under-budget (without compromising business growth goals).

RELIANCE COMMUNICATIONS LTD, Shimla, India Indias largest private sector telecom company
dealing in both CDMA & GSM technology with subscribers base of 150 M & turnover INR 250 billion.
Assistant Marketing Communications Manager, 04/2007 to 09/2007
Developed marketing programs for both CDMA & GSM services for HP circle. Used an integrated approach
to create visibility for both brands. Spearhead Circle marcom budget planning, PoS & signage material
printing & deployment, outdoor, bannering, events, promotions planning & execution, team handling,
vendor management & reporting to DAKC (Head Office).
Selected Accomplishments:

Spearheaded INR 20 M circle marcom budget for various marketing programs. Led brand refreshment
project in circle.
Leading team for launching of Reliance products across the circle including media planning & buying,
brand development & promotion and ATL & BTL activities.
Designing & adaptation of creative send by DAKC(HO) in commensurate to brand guidelines through
local designing agencies for various ATL & BTL activities
Ensuring production & execution of PoS material, signage, in-shop branding, retail & visual
merchandising, preparation & execution of event calendar.
Maintained outdoor brand visibility through hoarding, kiosk, BQS, mass bannering & highway
branding. Ensured proper dcor & display on brand shops like WW, WWE & MCIOUs.
Undertaken various projects on innovation in retail branding. Vendor management & coordination with
commercial department to bring cost effectiveness in marketing material.

GRASIM INDUSTRIES LIMITED, CEMENT DIVISION, Patiala, Punjab A flagship company of

Aditya Birla Group & the largest cement producing company in India with market share of 16%, holds
position among the top 10 cement producers globally, capacity to produce 56 Million Ton pa with INR 170
billion turnover.
Management Trainee - Sales & Marketing, 01/2006 to 3/2007
Led sales driven activities, active participation in designing & implementing sales & marketing strategies
at branch level, expertise in market plans execution, sales & distribution management, competitors &
market analysis, derived various activities to enhance brand visibility and product positioning.
Selected Accomplishments:

Responsible for handing & expansion of sales & distribution channel. Overall channel grew by 50%.

Key role in sales augment in territory. Sales grown by 23% in FY 2006-07.

Ensured brand visibility on retail channel through non-lit boards, PoS material display, wall painiting,
highway branding. Captured 45% visibility share in industry category.
Conceptualized & executed various display schemes, distributors & dealer meets, architects &
contractors meets and business to business schemes.
Tracked and redefined existing destinations to overhaul the freight cost which led to saving freight.
Spearheaded CEMTRACK survey, the biggest survey ever by company.

Technology
Software:

Photoshop, MS Project, MS Office (Word, Excel, PowerPoint), SAP Tools.

Education
GURU NANAK DEV UNIVERSITY, Amritsar, Punjab
Master of Business Administration (MBA-Full Time), 06/2005

Major: Marketing
Minor: Finance
Graduated (B.Com) with First Division.

Portfolio on Request Available for Relocation