Virendra Saini is an Executive Vice President with over 22 years of experience in brand services, marketing, and business development. He has expertise in strategic planning, operations management, and client relationship building. Some of the key clients he has worked with include Adani Wilmar, United Breweries, Yes Bank, and Allied Blenders & Distillers. He has led the successful launches and growth of numerous brands across categories like edible oils, beverages, financial services, and more.

1. VIRENDRA SAINI
Mobile: 09820094577 ● Tel.: 022-28256348
E-Mail: virendra_saini05@rediffmail.com, virendrasaini05@gmail.com
Location Preference: Mumbai
EXECUTIVE VICE-PRESIDENT (BRAND SERVICES): AN OVERVIEW
Performance-focused professional with over 22 years of leadership experience in strategic planning, business development, marketing
& corporate communication, operations management and client relationship management with profit accountability. Currently
associated with Triton Communications Pvt. Ltd. as Executive Vice-President, Brand Services. Keen strategist with
expertise in managing entire operations with focus on profitability and optimization of resources. Robust exposure to Indian consumer
categories owing to working on numerous leading & challenger Indian brands and youth & lifestyle categories like working on alcohol
and other lifestyle brands. Attained proficiency in business development activities:
Breaking new avenues & driving business growth.
Strong leadership skills with ability to inspire and motivate teams to perform to excellence
Extensive experience of brand building & communication across multiple product categories.
Distinction of leading brand transforming ideas, streamlining and growing business.
Successfully ramped up business assignments while working in coordination with clients; ensured effective service deliverables. A
proven and verifiable track record of accomplishments and demonstrated ability in brand management and brand custodianship.
Established large volume, high profit accounts with excellent levels of retention and loyalty.
Distinction of transforming struggling units into vital, streamlined and growing businesses. Well organised with a track record that
demonstrates self-motivation, creativity, and initiative to achieve both personal & corporate goals. Deft in building strong brands and
shift market share for clients and drive P&L for the Unit. Highly skilled in Team Management to drive the business and achieve target.
STRENGTH & EXPERTISE
● Strategic & Operations Planning Skills ● Business Excellence Plans ● New Initiatives ● Profit / Revenue Generation
● Goal Defining ● Decision Making ● Executive Leadership ● Requirement Mapping ● Business Development
● Operations Management ● Key Account Management ● Brand Management ● Promotional Marketing
● Client Relationship Management ● People Management  Marketing Communication  Brand Advertising
CAREER CONTOUR
SINCE APR’94 WITH TRITON COMMUNICATIONS PVT. LTD.
Growth Path
- Apr’94-Nov’95 Account Executive
- Nov’95-Apr’97 Senior Account Executive
- Apr’97-Sep’98 Account Group Manager
- Sep’98-Apr’01 Senior Account Group Manager

2. - Apr’01-Apr’03 Account Director
- Apr’03-Jul’04 Group Account Director
- Jul’04-Oct’06 Associate Vice President
- Oct’06-Apr’08 Vice President
- Apr’08-May’12 Senior Vice President
- May’12-Till Date Executive Vice-President, Brand Services
Key Deliverables
 Spearheading a wide gamut of activities encompassing;
- Conceptualising and implementing competitive strategies for achieving revenue and drive profitability targets.
- Heading the entire spectrum of advertising activities; coordinating advertising campaigns and ensuring they are completed on
time and within budget.
- Strategic utilization and deployment of available resources to achieve organizational business objectives.
- Handling strategic alliance of brands to ensure brand visibility and positioning by introducing value based proposition.
- Coordinating with brand teams for conceptualization of advertisement message and its appropriate presentation in conjunction
with operating plans.
- Identifying and networking with prospective clients, generating business from the existing accounts and achieving profitability
and increased sales growth.
- Maximizing customer satisfaction by ensuring effective Delivery Management.
- Leading, training & monitoring the performance of team members to ensure efficiency in sales operations and meeting of
individual & group targets.
Key Clients Handled
 Adani Wilmar Ltd., Eureka Forbes Ltd., United Breweries Ltd., Yes Bank, Allied Blenders & Distillers, Venkateshwara Hatcheries,
Swadesh Essfil
Notable Milestones
 Fortune Edible Oil
- Distinction of creating history in FMCG sector by assisting Fortune Soya become a market leader in the first two years with a
51% market share in soya category.
- Steered secondary research & meetings with doctors to build the brand strategy which resulted in solid creative (ATL, BTL and
events) thereby creating a new branded Soyabean oil category but also made Fortune Soyabean oil its leader.
 Kings Edible Oil
- Directed strategy & creative (ATL & BTL) for launch of Kings, a flanking brand to Fortune; the 3
rd
largest selling oil in the Adani
Portfolio.
 Raag Palmolein Oil
- Developed strategy with the team & led creative for launch of Raag Palmolien oil; 2
nd
largest selling brand in Adani portfolio.
 Officer’s Choice
- Effectively led the pitch for Officer’s Choice Whisky (brand of Allied Blenders & Distillers); bagged the business for the agency.
- Developed strategy, creative along with an integrated 360 degree program (including ATL, Events & PR), based on a sound
understanding of the Target Group that catapulted the brand from 6.6 million cases to 23 million cases within 5 years.
- Played a significant role in increasing the revenue for the agency by pitching & acquiring all other new brands of Allied Blenders
& Distillers; successfully launched them with a holistic marketing communications approach and helped them become into
strong challenger brands in the respective markets.
- Successfully launched upward extension of the brands as a part of Client’s premiumised strategy.

3.  OC Blue
- Actively involved in developing strategy & creative which facilitated successful launch of the brand catapulting its sales to 7
million cases in only 3 years.
 YES BANK
- Successfully commissioned consumer research and analysed the findings to develop communication strategy for Yes Bank’s
retail operations.
- Headed the communication strategy and creative development which changed the consumer’s perception about the bank and
led to increase in its CASA to bank deposit ratio in the desired direction.
 Kingfisher Blue
- Pitched & won the business from the incumbent agency; effectively assisted the brand become a million plus case brand in 2
years thereby achieved a market share of 6.1%.
 Sandpiper & Zingaro
- Sandpiper: efficiently led the successful re-launch of Sandpiper premium mild beer with integrated promotion activities including
ATL, events, promotions & PR activities in the 3 southern & 1 northern state.
- Pivotal in developing from being non–existent market share to grow by 55% thereby garnered a market share of 6% nationally.
- Zingaro: handled the research & strategy development for Zingaro strong beers’ new ATL & BTL campaign re-launch; brand
grew by 45% & grabbed a market share of 5% nationally
 Gems & Jewellery Export Promotion Council
- Commanded the communication strategy & creative development that put Indian gems & jewellery industry on the world map.
 Venkys & NECC
- Effectively handled consumer perception arising out of Bird Flu crisis.
- Successfully created TV, Print & PR campaign to counter Bird Flu which resulted in demystifying consumer’s doubts about
chicken and eggs of India and thus brings back the consumer confidence and trust into the category.
- Distinction of generating additional billings worth Rs 10 crores (100 mn INR) for the agency.
Category Purview
 Beverages:
- Shaw Wallace: Royal Challenge, Haywards 5000, Haywards 2000
- UB: Kingfisher Blue, Kingfisher Red,Sand Piper, Zingaro & other strong beers
- Valle De Vin: Zampa Wines
- Wagh Bakri: Tea
 Foods:
- Adani Wilmar Limited: Fortune Range of Oils, Kings Soyabean Oil, Raag Palm Oil
- Venkateshwara Hatcheries: Venky’s Chicken
 Health care:
- Paras Pharmaceuticals: Ring Guard, D’ cold Open-up, D’ Cold Total
 Automobiles:
- Kinetic Motors: Kinetic K4-100; Force Motors (LCV’s) : Trump 15 & 40, Traveller
 Retail:
- Indoors Furniture Store, Akbarallys Departmental Store; Metro and Mochi Shoes
 Home appliances:
- Eureka Forbes: Water Purifiers, Vacuum Cleaners, and Air Purifiers; Kenstar: Home appliances
 Hotels:
- Raheja Group of Hotels: Retreat and Resort; Fariyas Mumbai & Lonavala
 Paints:
- DDL Distemper
 Co- Operative:

4. - NECC (National Egg Co-ordination Committee)
 JEWELLERY & DIAMONDS:
- Gem & Jewellery Export Promotion Council of India
 Sports & Entertainment:
- Pan India Pariyatan Limited: Water Kingdom; Venky’s Blackburn Rovers
 Financial Services:
- Yes Bank: Banking
PREVIOUS ASSIGNMENT
Aug’93-Apr’94 with Saubhagya Advertising Pvt. Ltd. as Jr. Account Executive
ACADEMIC CREDENTIALS
 MBA from Symbiosis – Distance Learning, Pune in 2014. (Grade A+)
 Diploma from Xavier’s Institute of Communications in 1994. (Grade A)
 B.Sc. from G.N Khalsa College, Mumbai University in 1993.
PERSONAL DOSSIER
Date of Birth : 5
th
October 1972
Languages : English, Hindi, Marathi and Punjabi
Address : Nirman Residency, A-Wing 501, Pump House, Andheri (East), Mumbai 400093