ARJUN SOI
Email: arjun.soi@gmail.com
Tel: +918861686196 | Age: 35
Trained expert in Channel Management with over a decade of sterling experience in Sales Process Management while leading a team all
through. Trade & Consumer promotion specialist with extensive experience in business P&L management and an MBA from Narsee Monjee
Institute of Management Studies, Mumbai.
Voluntary break since Mar’19
• My wife and I both have been working in the corporate sector. Considering the formative years of our son, I volunteered to take a break and be
with him
WORK EXPERIENCE
Senior Category Marketing Manager – Ola Cabs - (Jan’18 – Mar’19)
Role Description: Responsible for managing the rentals category & new initiatives for the leasing business
• Developed the marketing strategy for the rentals category to increase GMV by 112% by taking average weekly rides from ~80k to ~170k in
a 10 month period (from Mar’18 to Jan’19)
• Managed the supply marketing initiatives while leading a team of 7 people for shaping up the supply to manage the increased demand
• Led efforts to increase fulfilment and devised methods to ensure profitability of leasing partners through incentive restructuring
Key Account Manager – ITC Limited (Aug’16-Jan’18)
Role Description: Responsible for sales and management of Key Accounts in West Bengal
• Led a team of 7 on-roll and 60 off-roll resources who successfully managed various key accounts such as Spencer’s, Future Retail Limited, Metro
C&C & Reliance – both retail & C&C business
• Managed sales of all products of ITC in Personal Care, Foods & Cigarettes across accounts & drove 22% revenue growth (monthly sales
value Jan’18 v/s Jan’17)
• Developed & implemented a process for tracking store level, SKU level availability which helped increase PO values & availabi lity of almost 400
SKUs
• Managed all chemist chains viz. Medplus, Emami Frank Ross et al. as KAM (closed terms of trade & negotiated margins)
Branch Sales Manager – ITC Limited – (Jul’15 – Jul’16)
Role Description: Responsible for sales and distribution for Punjab, Haryana & Chandigarh (U.T.)
• Successfully managed a team of 3 Area Mangers & 18 Area Executives and 80 distributors in the territory
• Successfully managed the premium portfolio of ITC in the HoReCa accounts in the territory through brand activations, visibility led
promotions and trial generation activities in premium accounts
• Sales growth of 16% at a monthly sales level (October’15 v/s July’15)
• Increased the weighted distribution of Snacks, Atta & Biscuits categories by 14%, 6% & 22% respectively
• Created 2 New Selling Arrangements in Punjab (in Nawashahar & Jalandhar) to increase the scope of coverage
Manager – Consumer Activation ITC Foods – May’12 – May’15
• Designed & executed BTL strategies for new brands launches such as Aashirvaad Atta with Multigrains, Aashirvaad Methi Atta,
Sunfeast Farmlite, Sunfeast YiPPee! Noodles & Pasta, Bingo! Tangles, B Natural Juices & GumON
• Responsible for in market execution and brand operations management for all brands of ITC Foods
• Oversaw development of new TV Commercials
• Created the YiPPee!, Candyan Eclairs & Jellicious School Contact Program properties which ran continuously for 3 years and helped
the brands reach 75 lac direct contacts and gain salience faster than conventional forms of media
• Increased the network of quality agencies from 62 to 150 after structured evaluation & analysis
• Institutionalised audit systems resulting in reduced payout to agencies by 12% impacting brand P&L significantly
• Rolled out BTL activities that enabled ITC Foods to contact ~7 crore consumers through brand promoters in 3 years
• Helped brands gain insights through BTL activities that created a positive impact on brand health & share
• Instrumental in Aashirvaad’s race to the top spot in the national branded Atta market in Kolkata from a 35% to 55% MS over 2 years
• Built & institutionalized standardized training modules for brand promoters & representatives to improve ROI
• Developed the Children’s Day Video & the Hunger Day Video for Aashirvaad as well as a Mother’s Day Video for Facebook & YouTu be which got
the brand more digital reach. Also designed and executed the one of a kind Farmlite Airport Activation at Bangalore Airport
• Planned and executed the HoReCa led promotions in Top 8 metros for premium brands of ITC Foods at a PAN India level
District Manager – Bata India Limited – Jun’10 – May’12
Role Description: Profit Centre Head Chandigarh, Himachal Pradesh & select districts in Punjab
• Footprint expansion with location evaluation, negotiation & project management
• Ensuring inventory availability by liaising with buying & merchandising team
• Sales Achievement & managing corporate relationships for bulk sales
• Recruitment of sales force and their training & evaluation
Manager - Business Development, Faces Cosmetics (Future Group) – May’09 – Jun’10
Role Description: Development of new Channels for Sales
Management Trainee, H&B Stores Ltd. (A Subsidiary of Dabur India Limited – May 2008 – May 2009
EDUCATION
Qualification Institute Board/University Year % / CGPA
MBA – Retail Management NMIMS, Mumbai NMIMS 2008 3.13 / 4
BA Math (Hons.) Hindu College University of Delhi 2005 56.11
ACHIEVEMENTS & EXTRA CURRICULAR ACTIVITIES
Played Under 14 & Under 16 Basket Ball at District & State level
Won the “Brand Worthy” simulation game which was a part of the NMIMS Annual Fest – Euphoria (2007)
Play Poker at amateur level
