1. S AADARSH
Mobile No.: +91-9962552764 ~ E-Mail: mbaaady@gmail.com
Seeking senior managerial assignments in Marketing Communication, Brand Management,
Retail Marketing, Strategic Marketing, Trade marketing with a growth oriented organization
PROFESSIONAL SYNOPSIS
AREAS OF EXPERTISE
Display Management: To drive the team in ensuring consistency and uniformity in visibility of brand
at shop floor across the region, which is to be achieved through various consistent usage of POP
merchandise, display stands & other unique shop floor visibility concepts. The objective is to have
uniformity yet dominant and striking display of various product lines at the shop floor while
maintaining consistency & adhering to overall brand guidelines
Retail Management: To handle the expansion of exclusive Retail brand stores across South basis on
market potential, competitor benchmarking & company growth & channel expansion requirements.
Have handled the complete cycle of party/area selection,working of ROI basis market potential,
handling shop layout, civil work requirements, timely deployment of fixtures across outlet as per
deadlines, inauguration and post opening performance analysis & key promotions planned for
profitable sustenance of outlet.
Marketing Initiatives: Developing marketing management plans based on consumer preference and
drive sales volumes. Conducting competitor analysis by keeping abreast of market trends and
competitor moves, to achieve market share metrics. Creating innovative product concepts and
pioneering entry into new & challenging territories.
Product Management: Manage specific product marketing functions like product launch planning &
ensure further growth & visibility of product through right placement at shop floor, implement key
seasonal product marketing activities through annual marketing calendar.
Marketing Communication: Focus on the right media mix for an effective marketing campaign.
Ensure maximum brand visibility and capture optimum market shares, through focused market
activities. Liaise with advertising & PR agencies for management of advertisement campaigns, PoP
development & press releases, ensure the right communication is presented across the various
communication channels
Team Management: Providing direction, motivation & training to the marketing team for ensuring
optimum performance for all the departments. Conducting meetings for setting up marketing
objectives and designing or streamlining processes to ensure smooth functioning of the marketing
operations.

2. WORK EXPERIENCE
Aug’08 – Till Date Samsung India Electronics Pvt. Ltd., Chennai Regional Marketing
Manager
Accountabilities:
 Handling the entire ATL/BTL Communication planning for all 9 branches across South India
 Planning & Strategizing Marketing Communication plan by preparing Annual Marketing
Calendar ,which is further broken down into quarterly/monthly plans and deployed
seamlessly considering current market requirements as well as company directions
 Aggressively Implement In shop & Shop Front brand visibility activities including innovations
in a highly competitive visibility space in consistency with the global guidelines
 Execute pan south special visibility projects (a.k.a Glow Sign boards, display stands, creation
of exclusive display spaces in multi brand outlets etc) within the given timelines
 Involve in aggressive channel expansion through retail exclusive outlets across south as per
market potential and competition benchmarking
 Interacting with creative agency for successful release of tactical advertising campaign in all
ATL forms- Print, TV, Radio & Outdoors pan south on a seasonal/market requirement basis
 Liaising & tying up with popular city based destinations –hi end malls/multiplexes for
increased brand visibility through various exclusive tie ups
 Adhering to policy guidelines by self & team & consistent follow up to ensure smooth
operations in terms of results as well as policy adherence.
 Monitoring & handling resource of over 1000 shop product consultants across south on a
monthly basis & strategize for effective utilization through redeployment & restructuring.
Highlights:
 Handled a successful barter deal with major multiplex in Chennai wherein products worth 2
crores were provided for exclusive vidiwall in high footfall area along with other display
options and in turn visibility at the Cineplex was obtained for 2 year period. Now Samsung
is the most visible brand through this unique activity. Many lakhs of walk-ins on a monthly
basis especially the elite crowd of Chennai get exposed to Samsung communication at
various levels in the multiplex
 Directly liaised with major publication group THE HINDU for the successful tie up & title
association of lifestyle exhibitions across South with landmark event held at Chennai every
year for last 5 years.
 Handled complete cycle of Retailer tie up, location identification, planning, fabrication &
execution of premium experience centers- Samsung Brand shops (Retail outlet) & other
exclusive outlets at various centers across south-key focus on maintaining brand
consistency & guidelines.
 Instrumental in enhancing the visibility across the channel by converting existing trade
partner to exclusive or near exclusive presence through deployment of various retail
fixtures & additional distributor incentives for increased brand loyalty.
 Successful planning & Implementation of innovative & differentiated Onam consumer
promotions including all ATL (TVC, Outdoor, Print & Radio) BTL (Press & Dealer launch,
promo collaterals, allied events, special promoters etc) for last 5 years involving budgets of
8-10 crores for the season (2 month period).
 Successfully handled various brand sponsorship events & activities to gain maximum
exposure & mileage for the brand
 Handled key visibility activities like installation of Glow Sign boards at shop front on a large
scale pan south over 2000 boards installed in a span of 1 month across major consumer
durable selling outlets.
 Looked after the Large scale retail flat panel display stand fabrication & installation project –
over 2000 numbers was accomplished in a timely manner on a seasonal requirement basis
over last 2 years.
 Successfully handled the seasonal product marketing activities conducted viz- creation of
over 120 Smart Experience Zones across South for increased visibility and sales of
Samsung SMART TVs :-highest for any region across the country,

3.  Created a model brandshop display with frequent innovations done for showcasing to entire
mgmt fraternity at Samsung,r esulting in awarding of best display award for the efforts at
brand shop from Head quarters at Korea.
 BTL activations, Flat/colony promotions for increased visibility /sale of range of MWO models.
PREVIOUS ASSIGNMENTS
Nov’06 – July ’08 Amara Raja Batteries Pvt Ltd. (Amaron)
Sr. Marketing Executive, Chennai,
Work Exp :
 Coordinated with Interior Vendors for Store Interiors
 Worked alongwith media Agency for Press Ads and releases
 Organised motosport rallies for the end consumer
 Coordinated with External Agency for Marketing Collaterals ( Tin Sheets , Foam Banners ,
Stickers Pens Key Chains T Shirts )
 Planningand implementation of ATL & BTL Activities.
 Monitored Store Footfalls and Sales continuously
 Presented Sales Analysison timely Basis to Head Retail and General Manager
 Framed Promotional Schemes for Store with assistancefromProduct Manager & Head
Retail
 Coordinated with Field Staff for sufficientstock of Marketing POP Materials atBranch Level
for promotional Activities
SCHOLASTICS
M.B.A. (Sales & Marketing) University of Madras, Chennai 2007 May
B.Com University of Madras, Chennai,2005
PERSONAL DOSSIER
Date of Birth: 31rd
Mar’85
Present Address: 15/37 A P Road 1st
Lane Choolai Chennai 600112 , TN
Present Address: 15/37 A P Road 1st
Lane Choolai Chennai 600112 , TN
Linguistic Ability: English, Hindi, Tamil, Malayalam , Telugu