Varun Tuli
UAE
M: +971-505694798
E: Tulivarun@gmail.com
W: www.linkedin.com/in/tulivarun
ㅡ
Skills Strategic planning and execution, P&L Management, Event management, Sales and
Marketing, Business development, E-commerce, Contact Center (CX) Operations,
Corporate communication & PR, New Market Expansion, Brand and innovation
management, Leadership and team management,
ㅡ
Experience Conektr (UAE’s largest FMCG B2B E-commerce)
General Manager
January 2024 - Present, Dubai, UAE
● Reporting to the Board, direct P&L management for a top-tier B2B digital
commerce platform, transforming the retail and brand ecosystem
● Oversee AED 20 Mn+ in annual revenues, steering strategic planning, sales,
marketing, product development, and customer relations.
● Leading multi-location omni-channel contact centers & AI powered
Super-App enabling ordering, warehousing, delivery and payments.
● Define and implement the platform's vision, onboard key brands and
partners, and develop a user-friendly interface.
● Build and lead a high-performance team, driving a corporate culture of
excellence and innovation.
● Launch new product features and offerings informed by market trends,
customer feedback, and competitive analysis.
● Implement continuous improvement initiatives to optimize efficiency and
elevate customer experience.
● Utilize performance metrics and KPIs for data-driven decision-making and
achieving business objectives.
American Kitchen USA (Al Maya Group)
Business Head
November 2021 - Present, Dubai, UAE
● Lead P&L for a AED 15Mn+ portfolio spanning condiments, canned foods,
and snacks, serving both retail and food service (HORECA) channels.
● Expanded business by 200% in 2 years through strategic partnerships
across MEA, Levant, and Asia.
● Revamped product portfolio with innovative bundling, packaging, and
pricing strategies.
● Drove demand through digital transformation and high-impact events like
Gulfood and SIAL.
● Appointed distributor partners, developed sales training and trade
marketing toolkits for partners.
● Directed sourcing, S&OP, and supply chain logistics from 20 countries.
ADVOC, an International Holding Company (IHC)
Head of Marketing, Innovation and E-commerce
July 2018 - March 2021, Abu Dhabi, UAE
● Established the Marketing, Innovation & E-commerce division.
● Re-launched a AED 400 Mn portfolio, revitalizing brands like Coroli, Litelife,
Sarola, Rooly, and Amir with new logos, brand stories, and labels.
● Lead PR and Corporate communication enhancing the image of the firm and
its leadership.
● Crafted and executed a 3-year strategy for corporate and portfolio brands,
aligning them with a compelling future vision.
● Forged a strategic partnership with Sime Darby Oils (SDO), driving 35%
growth through an expanded portfolio of specialty products.
● Organized the MENA Specialty Thought Leadership Summit during
Gulfood 2020, featuring industry experts from the UK, Malaysia, and UAE.
● Launched innovations such as Pure Cow Ghee, Organic Extra Virgin Olive
Oil, and Coconut Oil, enhancing the premium offerings of Coroli.
● Established www.CoroliLife.com and built a strong social media presence on
Instagram and Facebook, positioning the brand as a leader in nutrition.
Diageo (World’s largest beverage alcohol firm)
Business Head - Luxury & Lifestyle (Pan-India role)
March 2014 - July 2018, Abu Dhabi, UAE
● Lead iconic beverage alcohol brands including Johnnie Walker, Smirnoff,
Captain Morgan, VAT 69, and the National Banquets channel, with full
responsibility for P&L, sales, marketing, partnerships, and business strategy.
● Directed a team of 4 Regional Managers and 10 Brand Ambassadors,
delivering bespoke consumer experiences, including the World Class
program.
● Achieved 115% goal, exceeding AED 150 Mn target, and earned the title of
'Youngest India Business Head' at Diageo.
● Revitalized Smirnoff and Captain Morgan, reversing years of decline with
targeted marketing and channel engagement initiatives.
● Partnered with global teams to execute over 100 EDM events, immersing
more than 0.5 Mn consumers in unique brand experiences, including India’s
first inclusive EDM event, featuring DJs like DVLM, Marshmello, Afrojack.
● Launched award-winning initiatives such as the Johnnie Walker Gourmet
Experience and the Johnnie Walker-F1 partnership, boosting brand
visibility and gaining +2% market share.
● Drove a +7% market share increase for Smirnoff through a comprehensive
brand and packaging renovation and the successful "We're Open"
campaign, which achieved 5 million YouTube views and was recognized as
the "Best Unconventional Campaign 2016" by Economic Times
● Secured a Gold award for the innovative launch of new Captain Morgan
labels and bundles, establishing a Best-in-Class Launch Model.
● Exceeded topline goals and achieved a 0.5% market share increase with the
"Be One in a 100" integrated marketing campaign for VAT 69 Scotch
Mars (Global chocolate and petcare firm)
Brand Manager- Pedigree and Whiskas (Pan-India)
June 2008 - March 2014, India
● Led the successful execution of multiple integrated marketing brand
campaigns and events like "The 5 Signs of Good Health" on Pedigree.
● Crafted trade marketing programs including CATMAN programs across
Pharmacies, GT/MT, Pet stores, Breeders & Veterinarians.
● Renovated the packaging of Pedigree and launched several innovations like
Gravy Style, Accessible Packs among others
● Achieved consistent business growth, maintaining a consistent
year-over-year increase of over 30% from 2010 to 2013 (AED 60 Mn),
making our unit the fastest-growing globally.
● The program of “Destination Stores” which helped transform grocery and
pharmacy stores into destination pet corners was selected for “Make the
Difference” award and scaled across India.
● Chosen as a distinguished MARS Ambassador from 300 global nominees, I
led a specialized marketing initiative in the U.S., demonstrating global
innovation and leadership.
Asian Paints (India’s largest Paints firm)
Sales Head- Delhi/ NCR
May 2006 - June 2008, Delhi, India
● Consistently surpassed performance benchmarks by achieving 105% of the
Key Performance Indicators (Goal of AED 5 Mn p.a.) alongside my dedicated
team members.
● Innovatively transformed business performance through the
implementation of Engagement Programs including immersing them in
education and premium experiences that significantly contributed to our
collective success.
● Key achievement includes painting of the iconic Connaught Place, Delhi and
Hero Honda Factory among others.
ㅡ
Education
Management Development Program (2023)
Certification in AI & Digital Marketing (2019)
Certification in Entrepreneurship & Innovation (2018)
FORE School of Management
Masters of Business Administration (MBA) ( 2004 - 2006), Delhi, India
Jamia Hamdard
Bachelor of Information Technology (B.I.T)( 1999 -2003), Delhi, India
ㅡ
Awards ● Awarded Gold for Captain Morgan relaunch
● Won Best Unconventional Campaign 2016 for Smirnoff
● Selected for the acclaimed Mars Ambassador Program (MAP)
● Bagged Make the Difference (MTD) program at Mars
I HEREBY DECLARE THAT ALL THE INFORMATION PROVIDED IS TRUE AND ACCURATE TO THE BEST OF MY KNOWLEDGE
