1. SANDEEP VATS
Contact: 09910062907, 9350108880 ~ E-Mail: sandeep_vats17@yahoo.com
SENIOR MANAGEMENT EXECUTIVE- CXO Level Positions / Business Head
Strategic Planning / Brand Development / New Business Development
Dynamic Change-agent skilled in repositioning organizations to achieve operational and service excellence. Delivered
improvements in quality, market positioning and business growth.
Consistently delivered M ission-Critical results: dexterity in evaluation of operating results throughout the organization to ensure
that organization growth and objectives are being met while reversing losses into profits, serving as catalyst for growth and
expansion.
 Effective and Accountable in High-profile Executive Role with over 22 years of experience & expertise in executing business
functions. Shouldering the responsibility of establishing budgets / plan in tune with the corporate strategies and Identifyin g
streams for revenue growth in Medium and Large Corporates. Entrusted with the responsibility of handling the region with
maximum contribution in terms of Revenue/ Profitability/ Value/ Volume & Largest Retail Network. Successfully spearheaded
Retail Operations, across different business segments and areas/ markets and worked in cross-functional teams like IT,
Finance, Marketing, HR and Supply Chain. Played direct role in Revamping and Reviving of the Company along with the Board,
Active participation in legal as well as administrative Roles. Relived/Replaced amicably 250 Labour on rolls and 165
management Staff with full dues clearance and working towards building the New Enterprise.
 Skilful in conceptualizing bold growth initiatives, creating innovative Product & Brand concepts and pioneering entry into new
& challenging territories. Recognized by the management for many innovative concepts, strategic approach, marketing skills &
industry benchmarking over the years across the illustrious career path. Effective in a core leadership role revitalizing internal
groups, building & managing client relationships, and training/ mentoring teams to outperform themselves and competition.
 Represented power brands of major multinationals like NEESA, DELMONTE, TATA TEA, NEC PAGERS and Cease Fire.
Extensive exposure of handling multiple categories of Food and Non Food products like Tea, F &V, Frozen Vegetables, Rice,
Spices, Ready To Eat, Food Pastes, Consumer Durables like Vacuum Cleaners, Cease Fire Extinguishers and Pagers etc.
Proficiency in directly managing top ModernTrade accounts and driving coverage and distribution in General Trade. An Ardent
planner with proven abilities in formulating strategies to streamline distribution and promote products to achieve excellence.
Excellent communication and people management skills that have been fine-tuned through managing multi skilled teams. Won
Awards and Accolades for turning Loss making Businesses into bringing to Break even Costs and thus achieving Profitability.
 A business leader that is committed to directing and managing multiple projects, building strong cross-functional relationships,
innovating and identifying opportunities to re-engineer business processes to maximize sales, solving problems quickly and
effectively and championing and exemplifying operational excellence across all areas. Ability to oversee multiple direct reports
and train, develop and retain key talent in these positions
Knowledge Domain includes:
Corporate Leadership & Operations Start-up / Change Management Policy Formulation
P&L Management and Budgetary Control Strategy & Activations Business Turnaround
New Business Development & Growth Project Management Key Account Management
Distributor Management ATL/BTL Activities Brand Transformation

2. EM PLOYM ENT DETAILS
July’12 – till date: KM P & Sales Head at Bush Foods Overseas Pvt Ltd. ‘BRAND NEESA’, New Delhi
Role & Responsibility;
Sales – Targets, M arket Share & Trade Collections as per AOP
Recruitment of Distributors and MarketDevelopment Zone Wise, Preparing process of Evaluation of Distributor Performance.
Setting up of Targets & Margins to improve efficiency. Developing Market Dynamics in Product Mixes, Marketing Plan,
Positioning of Products & Zone wise & MarketWise Pricing and Production targets. To ensure that the Staff believes in himself and
thus works on its number achievement follows up with the Collections from the Market to better the CASH FLOW. Management
of Inventory is also part of the Sales Team as the Team should at all time know the Stocks Available and the Market for it so that
we don’t have any dead stocks at our hand.
Plant and Strategize Top Line and Bottom Line, to work on a Robust ROI, work on the Market intelligence and thus work on the
Zone /Market specific Product designs and effective Pricing. To plan and execute, define, implement & evaluate the AOP
Brand & Product M anagement-
Prepare the Marketing Strategy covering, the finalization of the Design and Packaging, Study of the market Trends and
Customer Requirements. Engagement of the best Agencies which would help us with designing our Policies and Plan our Numbers
both financially and Target Oriented. BRAND WALK is more important as we roll out immediately the Product range to capture
the Shelf first by increasing the Visibility.
People Development-
Worked upon creating an Efficient Team and prepared a scalable Organization with related Productivity Norms. Have worked on
Peoples KRA’s which have been derived from the Company’s AOP and helps out in internal as well as External Development.
Integrated training Modules and queries have been conducted from time to time working on hierarchy development and healthy
competition with rewards Quarterly on Achievements on vast Categories not alone Sale but, leadership roles, Market outreach
Achievements, Numbers of effective Distributors & Market Presence.
Finance & Accounts-
As in Current Role handling the CFO responsibility and as KMP (Key Managerial Position) working very closely with the Board o f
Directors and Shareholders on ensuring Financing towards the AOP and future Businesses. Analysing Credit facilities and
Recoverable, Planning New Business Funding, increasing the Product lines and Working upon Capitalization, Depreciation and
ROI. Banking facilities negotiations.
P&L working every Quarter to work upon and twee the Business Protocols, devising methodology to reduce logistics….PRODU CT
SOLD MONEY IN…..is the MANTRA to complete the entire Supply Chain.

3. In Sales & M arketing
 Developing and establishing a Food line with Market Launch Plan and Placements from Conceptual Stage to develop Brand,
help develop & research Products recipe for Indian Market closely working with Back end Rice & RTE Team at the Plant level,
working on Brand Communication, ATL & BTL Activations, Packaging Format, setting up Distribution Network.
 Formulating and implementing Corporate Polices and introducing various Brand Building & Sales promotion Drives.
 Heading the Team of Sales & Marketing Operations Pan India and involvement in International Business and strategies.
 Strategizing and launching new brand in untapped territories while consistently increasing the revenue for the brands
Highlights:
 Aligned the business with Company’s 5 year Business Plan and preparing action plans for Pan India and South East Asian
Countries like Hong Kong, China, etc.
 Formulating Brand & Sales strategy for multiple verticals within the company and streamlining the corporate policies within
the system.
 Introducing the Brand to Overseas Business Exhibitions and merging them into Branded Third Party Businesses.
 Restructured sales strategy across Zones on both MT & HoReCa format businesses of Branded Rice, Spices, Ready To Eat &
Food Pastes.
 Opening Newer Markets for launching in Traditional Market and Regional Retail Markets taking over the Shelf Spaces for
placement and visibility appointing C&F & Distributors for Zones and Business Activation.
 Formulation & planning for other products right from Strategizing RM to Machinery placement, Commercials to Market
Study/positioning, Brand Launch with right placement in terms of pricing and shelf space.
 Identified and appointed Distributors for the year round uninterrupted Supply to Retail front, thus making it not only power
brand but powerful supply chain to be always on top.
 Spearheading HoReCa & Institutional Business with Elite Clients like SODEXO with 1500 Sites Pan India, TAJ Group of Hotels,
Oberoi Flight Kitchens, Leela’s, Sarovar Portico Group of Hotels, Keys Group of Hotels, Crowne Plaza, Park group of Hotels,
Caterers like Doon, Rk Caterers and Institutes like Alchemist, Indian Habitat Centre and all Elite A-class Fine Dining
Restaurants.
 Setting up KRA’s & assigning teams targets as per laid down AOP’s
 Adopting a creative and innovative approach to marketing and downstream promotions with ethical and fair trade terms.
 Aligned and led the Brand’s Mal Activation drive and Road Shows for Showcasing the Products line up and interaction with
direct customers in the role of B2C.
Jan’12-July’12: Rei Agro Six Ten Retail, New Delhi as Business Head-M T & GT Sales North & South India
Highlights:
 Involved in brand development from scratch to listing on all MFR& C&C across Regions, strategic consulting including Business
Plan and Sales Strategy development across Zones working on the MT & GT businesses
 Effectively pushed sales and brand presence across verticals with Distributors/Stockiest & Sub-Distributors
 Accountable for setting up of the GT Business from scratch and open the market of South for the product introduction and
appointing team structured in a manner to work on all Zones of States i.e., Karnataka(Bangalore & other Northern Districts),
AP, Chennai and Goa
 Responsible for sales & margin management, management of fill rate, forecasting, benchmarking exercises, assortment review
(Plano gram)
 Conceptualized& planned ATL & BTL activities with India Head which is now with Airwaves on FM Channel 104; all BTL
activities have started and has taken shapes & bringing in results what they were planned for
 Developed alternate vendor base to achieve cost reduction, increased revenues, streamlined process workflow.

4.  Adroit in managing overall operations and enhancing the operational efficiency, eliminating obsolescence and achieving cost
reduction through vendor development, curbing rework & rejection, materials management and inventory control
 Demonstrated skills in budgeting, business process, continuous improvement, cost control, executive management, inventory
management, materials management, MIS, negotiation, pricing, procurement, scheduling, supply chain, transportation
Oct’07 – Jun’11: Field Fresh Foods Pvt Ltd., Airtel A Bharti Enterprise as P&L Head for North Division Business
Highlights:
 Achieved financial sustainability during the development of latest Business opportunities
 Served as Member of the Core Team at Field Fresh Foods for Strategy decisions, Procurements & for planning/ launching of the
newer products in different market segments both in the field of F&V & Frozen categories.
 Planned and Launched Frozen Category for Pan India in two Verticals Frozen Peas & Sweet Corns and conceptualizing Launch
& placement with appointing Distributors. Ensured Brand availability at all levels of Formats from Neighbour Hood Stores to
Modern Trade and HoReCa Channels. Brand Activation and Communication was taken up to National Level and the Business
was scaled up.
 Launched the Brand in F&V Category in North by maintaining entire Supply Chain for Indian F&V and churning out Bananas
from Field to ripening Chambers to the Market.
 Tracked the performance of the organizations staff, Team Leaders and Area SO’s through effective KPI’s
 Charted out Brand sales and marketing plan, supervising sales and distribution of the products
 Introduced products with a success in MT, GT and GT-Wholesale working along the Distributor model at Punjab, Jammu,
Haryana, Chandigarh & Uttrakhand
 Accountable for total supply chain management and leading local Sales Associates in Distributor Management in selecting,
developing and monitoring performances of Distributors and Wholesalers
 Created & implemented off-take generation schemes to increase company's market share
 Conceptualized visual merchandising display and designed customized maintenance solution to provide job training to team
 Played a pivotal role in establishing disciplined administration & developed healthy relationships with vendors
 Resolved all grievances of the vendors or suppliers which could affect the trade
 Played a key role in supporting and upgrading vendors involved in DTS supplies
Jun’06-Sep’07: Sutlej Agriculture Pvt Ltd. ,location New Delhi , A JV of Field Fresh Foods Pvt Ltd ( Airtel A Bharti Enterprise)
& Rothschild. As Deputy General M anager- Sales & M arketing Operations
Highlights:
 Involved in defining the goals and objectives of the organization and ensuring their delivery according to the business plan
 Developed and finalized a business plan and managed budget of the division and achieved standalone productivity for the
business
 Spearheaded the sales & marketing operations of business in collaboration with Field Fresh, a JV of Bharti-Rothschild group in
India
 Managed entire 4200 Acres of Growing, Sales & Marketing of the Products with the help of Zonal Heads posted at vulnerable
growing Areas. Became the NO.1 Company into integrated and Export oriented Company for F&V by Controlled Farming.
 Demonstrated professional excellence in managing Sales, Administrative, Financial, Personnel and Customer Relations related
functions with a team of ASM/ BDE's / ASO's
 Efficiently managed 5 Managers along with their support teams posted at various locations
 Introduced & adopted various methodologies to bring the market share in profitability up & followed various actions to emerge
as market leaders in retail & open market distribution
 Holds the distinction of implementing quality techniques of E.U. with an approach to maximize inputs to match the unlevelled
requirements for World Markets in Food & Beverages Sector
 Formulated and implemented standard operating procedures to ensure high quality of finished product

5. PREVIOUS EXPERIENCE
Jan'97 – Jun'06: Tata Tea Limited, West Bengal & Assam as M anaging Tea Estates & Production.
M ar'96-Sep'96: ABC Communications, location, A Paging Network Company as Assistant M anager - Corporate Sales
Feb'95-M ar'96: Real Value Appliances, location as Senior Sales Executive
Jan'94-Feb'95: Vac India, location as M arketing Executive
EDUCATION
 Pursuing Post Graduation Diploma in Retail Management from ICFAI
 Bachelor of Commerce from Kirori Mal College, Delhi University in 1994
PERSONAL DETAILS
Date of Birth : 7th
May 1973
Address : B-0/3, Aditi Apartments D-1 Block, Janak Puri, New Delhi - 110058
Location Preference : Delhi / Any Metro City