Vinayaik

Results-driven Trade Marketing professional with hands-on experience in end-to-end channel marketing, in-store execution, shopper marketing, and new product launches across GT, MT, and Q-commerce. Proven ability to manage large-scale field force, optimise trade spend ROI, drive outlet productivity, and build GTM strategies from ideation to execution. Strong command over POSM lifecycle, distributor engagement, category share, and retail visibility, with a track record of measurable business impact.

Assistant Manager – Marketing at Beyond Snack (2025-07 – Present)

• Drove 35% growth in average outlet throughput across 400+ priority outlets via the Beyond Plus Programme — a velocity-first trade strategy focused on increasing sales velocity within existing outlet sets rather than numeric expansion; managed end-to-end execution through a 120-member field team with data-led outlet targeting
• Optimised trade spend ROI across offline marketing budget of ₹5 Cr for FY 2026–27 — owning full AOP and investment decisions across NPD, trade activations, and in-store programming with measurable return tracking across GT and MT channels
• Owned national in-store promoter network of 200+ field staff across 30+ towns (₹3 Cr budget) — designed channel-specific GT and MT shopper marketing strategies, improving shelf conversion and secondary sales pull
• Led end-to-end NPD launch of 'VIBE' — from business case, innovation brief, and pricing architecture to GTM execution across GT, MT, and Q-commerce; built a net-new sales channel from scratch and contributed to the company's innovation roadmap
• Diagnosed low offtake of ₹10 SKU through structured consumer and channel research; led full relaunch with revised packaging strategy, improving offtake by 28% in pilot markets
• Managed full POSM lifecycle — from creative briefing, agency management, and deployment to post-execution impact measurement — ensuring right shelf presence, layout, and merchandising standards across GT and MT customers
• Built a structured retail execution playbook via the Outlet Champion Programme, leading a 12-member team through in-store experiments that identified key levers to upgrade outlet sales slabs and improve category share at outlet level
• Executed multi-format BTL activations — society activations, college sponsorships, dealer boards, and bus branding — and managed 4 national trade exhibitions end-to-end: Aahar, Indus, Anuga, and Annapurna

Marketing Executive at ZtoA Marketing Solutions (2024-06 – 2025-06)

• Delivered integrated marketing campaigns for Mahindra E Alfa+, Mahindra Treo Plus, and Apollo Endumaxx LT HD — driving a 75.4% sales boost for Treo Plus through a data-driven, consumer-centric channel strategy
• Directed large-scale on-ground brand activations across 18 states, reaching 35,000+ consumers and generating 7,200+ quality leads
• Developed award-winning case studies and strategic brand entries that earned 25+ national and industry awards, demonstrating strength in brand narrative and insight-led GTM thinking

Sales & Marketing Intern at AMUL (GCMMF) (2023-04 – 2023-06)

• Conducted retail audits and market surveys for Amul Fresh range in Dahisar — analysing SKU performance, consumer purchase behaviour, and competitive shelf presence to identify demand gaps
• Drove 810% increase in Amul Taaza distributor sales (20 to 182 crates/month) by onboarding a new distributor and executing 4 targeted sales and distribution interventions based on data-led insights

PGDM in Marketing – NL Dalmia Institute of Management, Mumbai (2024-05)

B.Tech in Civil Engineering – Maharaja Agrasen Institute of Technology, Chandigarh (2021-08)