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MARKETING AND BRANDING MANAGER
Creative Strategic Marketing | 360 Degree Branding | Sales Leadership | Multimedia Marketing
ward-winning, passionately creative strategic thinker and change catalyst whose ideas have spurred
dramatic growth for major brands and organizations worldwide. Top sales performer and growth strategist
promoted rapidly for exceeding sales targets, developing new business and markets, reducing costs, and
creating innovative and exclusive brand content and solutions across traditional and new media channels.
Career Performance Highlights
 Boosted growth to 20% over target and the highest-ever post first launch sales in India,
reversing a 10-year revenue decline brought on by obsolete product mix and packaging.
 Led a 15 member cross-functional team to successfully launch Axe Gold Temptation,
one of top 3 Axe variants post launch in India.
 Developed and led 360 degree branding integration strategy for Unilever Axe that
captured Unilever’s highest NDTV media ad spends for 2012.
 One of 2 (out of 20+ sales team) to receive outstanding performance award for
exceeding sales targets and developing new clients.
 #1 Revenue winner for 2012 − exceeded individual revenue target by 20%.
Areas of Expertise
► Global Marketing Communications ► Brand Building / Brand Management ► Startups & Turnarounds
► Digital & Social Media Marketing ► New Business & Market Development ► Target Marketing
► Market Research & Analysis ► Marketing Mix / New Product Launch ► Brand Advertising
► Consumer Buying Behavior ► Client Relationship Management (CRM) ► Competitive Intelligence
► Customer Experience Enhancement ► Cross-Functional Team Leadership ► Public & Media Relations
► Brand Asset Management ► Sales Closings and Techniques ► Budgets & Forecasts
“Ridhhisha joined the Brand Axe at a time when it needed intense support and a lot of work and innovation … she shouldered that
responsibility perfectly… demonstrated leadership…ensured smooth and OTIF achievement.” ~ Legal Manager, Unilever
PROFESSIONAL EXPERIENCE
MARKETING CONSULTING SERVICES  Jersey City, NJ, USA 2014-Present
Marketing & Branding Consultant
Devise and manage complete marketing and branding strategy for startup and established organizations. Key Project:
 Nice Kream: In charge of full marketing strategy for this Liquid Nitrogen Ice Cream Parlor startup. Conceptualized
and designed brand logo and digital marketing communications (e.g. Facebook, website, banners, and
testimonials). Performed market research, competitive analysis and associated functions.
HINDUSTAN UNILEVER LIMITED (HUL)  Mumbai, India 2012-2014
India’s largest CPG Company, owned by Anglo-Dutch multinational Consumer Goods Company, Unilever.
Assistant Brand Manager / Brand Development – Axe Brand
Charged with executing brand strategy for the Axe product line, composed of deodorant body sprays and male grooming
products, through New Product Development and Integrated Brand Communication divisions for South Asia. Led product
innovation efforts and coordinated cross-functionally across supply chain, finance, R&D, brand development, buying, legal
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M: 917-215-2941 ridhhisha14@gmail.com
http://www.linkedin.com/in/ridhhishashah
RIDHHISHA SHAH
Consumer Packaged Goods | Fashion and Retail | Broadcast Media
Unilever … L’Oréal … Procter & Gamble … Volkswagen … eBay
“[Ridhhisha] always had a unique way of first understanding the brand communication of a client
and presenting very creative & compelling solutions for brand association
which led to new business conversions.”
~ Associate Account Manager, NDTV Good Times
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2. RIDHHISHA SHAH Page 2
and regulatory divisions and creative agencies to ensure timely execution of brand strategy and product launches.
 Conceptualized and redesigned product packaging to target local consumer trends and a youthful market.
− Spurred sales growth to 20% over target and the highest-ever post first launch sales in India.
− Reversed 10-year revenue decline brought about by outdated product mix and obsolete packaging.
 Devised and executed first of its kind Axe Bullet (5 ml. promotional packs) product trial campaign, dramatically
improving reach and brand perception in the target market − also reduced launch timelines by ~33%.
 Led the highly successful launch of Axe Gold Temptation variant in India, with sole management of 15-member
cross-functional team (R&D, finance, supply chain, branding, legal and regulatory).
− Variant became one of the top 3 Axe deodorant body spray variants in India post-launch.
 Spearheaded first-ever major customer engagement digital marketing campaign for Axe Sri Lanka.
− Leveraged the Axe brand’s strong digital presence in India and globally to aid Sri Lanka local marketing manager
in launching this first-time campaign that led to the engagement of 100K+ consumers in just 3 months’ time.
 Led and project managed complete packaging redesign (incorporating QC, legal and regulatory) of Axe Deodorant
body spray product line (11+ variants) surrounding major company decision to set up India-based manufacturing plant.
− Reduced overall project duration by delivering designs 25% ahead of schedule.
NEW DELHI TELEVISION LIMITED (NDTV) / AIDEM VENTURES  Mumbai, India 2010-2012
NDTV is a leading Indian commercial broadcasting television network with 3 news channels and one Lifestyle channel,
NDTV Good Times.
Aidem Ventures is an independent Indian media consulting, marketing and advertising sales company and former media
representative for NDTV.
Senior Sales Executive (2011-2012) / Sales Executive (2010-2011) − NDTV Good Times Network
Progressed rapidly to senior position while selling ad space for NTDV Good Times lifestyle channel. Hired initially by Aidem
Ventures independent media and sales agency, and then by NDTV Group upon acquisition of entire agency sales team for
exceptional performance. Managed business development, strategic partnerships and CRM. Identified opportunities across
categories and industries and developed relevant brand content. Prepared marketing budgets and sales forecasts. Key clients
included, among others, Unilever, L’Oréal, Procter & Gamble, Abbott, Wipro, Amul, Diageo, Volkswagen and eBay.
 Distinguished as one of 2 out of a 20+ sales team to receive 2012 outstanding performance award for
exceeding sales targets and demonstrating entrepreneurial success in developing new clients.
 Exceeded 2012 revenue target by 20%; distinguished as top revenue earner on sales team.
 Transformed marketing strategy to reach beyond standard TV brand advertisers to first-time niche luxury clients.
− Strategy led to new clientele contributing to >10% of sales target.
 Innovated the integration of a key client’s exclusive products and services with bridal show, resulting in client
extending its affiliation with channel for an additional 2 years.
 Developed and led 360 degree branding integration strategy for Unilever Axe, capturing Unilever’s highest NDTV
media ad spends for 2012.
FLORA2000  Mumbai, India 2009-2010
Global luxury flower and gifting online retailer.
Marketing & Business Development Executive
Charged with overall marketing and business development, incorporating new market entry strategy and online customer
experience enhancement (e.g. product visualization, website design, social media, email and blog marketing, BTL
communications) and associated functions.
 Developed new markets in 15 countries, contributing to 10% of total company sales within one year.
 Reduced costs by approximately 10% through strategic vendor negotiations.
“…On two of the biggest properties on the channel … she demonstrated very clear thinking in developing comprehensive communication
briefs…great liaison between client & production teams…ensuring quality of content produced…” ~ Channel Head, NDTV Good Times
EDUCATION AND CREDENTIALS
Master of Business Administration–Concentration in Marketing
MET INSTITUTE OF MANAGEMENT  Mumbai, India
Bachelor of Management Studies– Concentration in Finance
H.R. COLLEGE OF COMMERCE AND ECONOMICS Mumbai, India
Certifications
Google AdWords Certified ♦ Basic Photography Certified