Shubhranshu Singh - National Head - Customer Marketing & Key Accounts - Diageo India
He has an engineering and MBA qualification from India's leading institutions and a rigorous exposure to sales & marketing with some of India's most respected marketing companies
At earlier points of time in his career, he was an Area Sales Manager and later a Category & Channel Manager in Hindustan Unilever Limited. Moving on to Marketing assignments, he worked as the Marketing Manager - Deodorants, Marketing Manager –Colour Cosmetics & Skin –Lakme & Marketing Manager - Household Care in HUL.
In the Home & Personal Care business , having worked in different categories, he had an experience of handling large ,complex businesses in diverse & disparate markets. This includes International exposure to category & brand management, demand creation and sales and customer management . He also developed, piloted and launched Unicare,a channel program focussed on Chemists.
Shubhranshu’s passion is large scale brand building & activation projects involving some of the world’s leading brands in emerging categories in multicultural market setting. Transforming routine shopping and product usage into great experiences through experientially focused marketing at the Point of Sale is an area of core competence.
He has worked extensively with Hypermarkets, Supermarkets, Pharmacies, Cosmetics stores, Cash & Carry outlets, Convenience stores and traditional small retail trade.
At Diageo, he has led transformation initiatives at the Point Of Sale in conventional retail trade, Modern Trade and On Trade premises from star hotels to trend leading accounts . He has worked on several insight based shopper marketing programs in traditional retail including seasonal gifting, consumer promos and category development e.g. cocktails.
His present responsibilities include :
- Developing Shopper Insights / Understanding , Execution of Marketing Initiatives , Category Development & Trade Management
- Developing Partnerships and relationship management with Key Accounts
- Building long term brand relationships with key influencers that leads to brand endorsement
- Managing agencies and suppliers to create and execute customised solutions
- Leading co-creation of POS assets, Menu design/printing, display materials, gifting literature etc
- Building impact with Customers with regard to the Quality, Provenance, Heritage of brands