Freelancer Profile

▪ 17 years of experience in driving strategic decision-making through deep consumer understanding and data driven stories ▪ Proven track record of delivering actionable insights by triangulating data from multiple sources to inform business and brand strategies and improve performance ▪ Driven by solving business issues through convergence of consumer centric approach and strong business acumen Experience & Skills ▪ Identifying new trends & converting them into business opportunities ▪ Creating innovation strategy and a solid innovation pipeline with ideas rooted in deep consumer insights ▪ Building business case, market sizing, forecasting for NPDs and AOPs ▪ Providing critical inputs for strategic planning for brands and creating insights roadmap and brand learning plans ▪ Experienced in diverse range of qualitative and quantitative research methodologies & tools: ▪ Brand Health tracks, Brand Equity, Usage and Attitude studies, Competitive analysis ▪ Culture understanding studies for identifying the relevant nuance on the positioning of brands ▪ Advertising pre-testing, concept testing, product testing, concept-product testing, pack design evaluations ▪ Exploratory research for identifying new communication routes for existing brands and proposition for NPDs ▪ Emotive needs-based segmentation, multi-domain segmentation, demand space mapping ▪ Pricing research, Conjoint/DCM studies for identifying the right pack-price mix, Market Mix Modelling ▪ Leveraging Neuro methodology, Social listening tools and AI based data tools to draw insights ▪ Utilizing syndicated data sources such as Nielsen RMS (Retail Audit), IQVIA, Kantar Household consumer panel, Media reports, social listening tools ▪ Other bespoke research such as mystery audits, shopper research, customer satisfaction studies ▪ Introducing new agile methodologies for faster decision making and optimizing investments ▪ Setting up processes, process improvements, product improvements for B2B products ▪ Senior stakeholder management, cross-functional collaboration, agency management, team management Some of the responsibilities in past roles Identified opportunities & threats through brand audit and competitive analysis by leveraging data from continuous tracking data and ad hoc researches to enable right decisions impacting the 6 Ps of brands ▪ Ensured that all brand decisions were made in accordance with brand strategy ▪ Played a critical role in creating emotionally relevant creatives for brands by leveraging human insights and cultural context, and in writing creative brief and entire creative development, thereby driving creative excellence ▪ Leveraged semiotics to help create visually appealing packaging designs using the category codes and a design language that would communicate the brand personality and key messages and improve appeal among consumers ▪ Developed claim spaces with R&D and helped create a robust innovation roadmap using relevant insights ▪ Collaborated with brand and R & D teams through each stage of New Product Development and relaunches ▪ Co-created sales & visibility strategies for specific markets that resulted in improving market share ▪ Helped regional sales heads to drive right channel mix for improving the distribution of brands through relevant insights ▪ Managed the stage gate process for efficient execution of innovation pipeline ▪ Contributed to vital business decisions by suggesting timely and necessary corrections for creatives and media plans ▪ Created the brand architecture, brand strategy and innovation strategy collaboratively with brand teams ▪ Managed and optimized research budgets by negotiating best deals ▪ Provided critical category and brand inputs and actions for brands in priority markets as inputs to Annual Operating Plan