Resume - Industrial, B2B and Retail sales & marketing of ‘Fuels, Lubricants and other Pet...

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Resume #63496

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Experience Summary
 17 years++ ' Marketing & Sales Management' of 'Petroleum Product' business covering Opportunity evaluation, Strategy development, Marketing planning, Route to Market design, Supply Chain Management, Pricing strategy, Organization Structure design and Sales Management. Built dominant market share for process oils and finished lubes from negligible levels
 6 years++ 'Fuel' marketing Experience(Launched LSHS,LNG & CNG/Built market share for Bitumen and Marine diesel/Serviced aviation fuel i.e.Defence and Commercial & Retail fuel markets. Hands-on experience of managing regulatory and licensing authorities. Built dominant market share for Base Oils, Waxes, Bitumen and speciality product range
 South-East Asia Experience(2Yrs): Country manager-Bangladesh, Nepal, Sri Lanka & Pakistan
 6 years+ 'Profit Center/SBU Management' of Automotive, Industrial & Institutional lubricant businesses

Work History

PERIOD EMPLOYER POSITION HELD NATURE OF JOB
01.10.04 – Contd. Soumya Sales P.Ltd Director Management Consultant
01.07.03-30.09.04 Castrol India Ltd.* V.P.-Business Mktg. SBU Head-B2B Markets
01.07.02-30.06.03 Castrol India Ltd.* V.P.-Consumer N & E SBU Head-Retail Markets
01.01.99-30.06.02 Castrol India Ltd.* V.P.-Industrial SBU Head-Indus./Country Manager
01.04.97-31.12.98 Castrol India Ltd.* G.M.-Indl. & Comml. Head-B2B Markets/SBUHead-Indus.
01.04.95-30.03.97 Castrol India Ltd.* General Mktg.Mgr. Head-B2B /Industrial Marketing
01.04.93-30.03.95 Castrol India Ltd.* Senior Mktg. Mgr. Head-Indlus. Mktg./OEM Business
01.04.90-30.03.93 Castrol India Ltd.* Market Dev. Mgr. Industrial & B2B Marketing
15.02.88-30.03.90 Castrtol India Ltd.* Senior Mktg. Executive Industrial Marketing
01.04.85-15.02.88 Indian Oil Corp. Ltd.** Asistant/Deputy Mgr. Retail & B2B Petroleum Prod. Sales
01.04.82-30.03.85 Indian Oil Corp. Ltd.** Sales Engineer B2B & Indus. Petroleum Prod. Sales
01.03.81-30.03.82 Indian Oil Corp. Ltd.** Management Trainee Cross Functional Management
Notes: *Subsidiary of bp Plc., U.K. ; **Fortune 500 listed largest petroleum company in the country

Experience Profile

Director-Soumya Sales ( P) Ltd: A B2B management consulting organization engaged in offering "Energy & Lubrication Solutions"& 'Business Consulting'; Revenue: US $ 2.0 Mn. Per annum; No. of executives-4
The energy and lubrication solution business covers analysis and recommendation of application problems and performance management of products. The management consulting is being offered in
# Business model design
# Strategy development
# Organizational restructuring and development including class-room / on the job training
# Sales & Marketing Management covering product portfolio design, communication package development, new launches and pricing etc.
# Development of 'Route to Market'
# Key Account & OEM Management
# Performance Management
Setting-up national level sales and marketing organization for Eni, Italy (5th largest integrated 'Petroleum Company' in the world) for launch of 'Agip' branded consumer and industrial products in the country. Engaged in turnaround of B2B stream of largest manufacturer and exporter of transformer and process oils in the country.

Vice President – Business Marketing:Castrol India Ltd.:Team Size – 3 National Marketing Managers (8 Reg. Sales Mgrs./ 46 Area Mgrs.)&2 Promotion Mgrs.The scope of assignment and achievements are:
 Business head – Workshop Stream; Revenue – USD 45++ Mln.;G.M USD 12 Mln.++
 Business head – B2B Markets; Revenue – USD.23 Mln.+;G M.-USD 7 Mln.+
 Business Head- OEM Business; Sales Revenue – USD 8 Million ++
 Achieved 23%&18% growth for 'B2B' and 'Workshop' business Vs. flat ind. growth
 Negotiated exclusive long term strategic market alliance with several 'Global/MNC OEM's'
 Strategy & Planning: Development and implementation of long & short-term Business/ Strategic / Annual Budget, Marketing and Tactical plans; Demand Forecasting
 Sales Management: Achieve budgeted sales volume & revenue for B2B stream; Lead B2B business team comprising of 55 members ' at 'National' level(Major Segments-Construction, Infrastructure and Mining etc.)
 Customer Relationship Management: Build long term business / strategic alliance with OEM's & strategic customers; Designed & implemented 'Key Account Management'(Built long term strategic business relations with large construction companies
 Finance: Budgeting, Working Capital Management; Capex & Revex Management; Cost analysis & management
 Marketing: Brand building with in B2B markets through above and below the line (ATL/BTL) promotions; Pricing ;New Product Launches; Trade Schemes development ; Packaging Innovations; Developed & rolled-out customized value offers (CVP)
 Human Resources: Built world class national sales teams through coaching and performance management process
 Channel Management: RTM-Design, implement and manage cost effective distributor plan at national level
 Development and roll-out of HSSE program for team members and trade partners

#Vice-President (Consumer-North & East):Castrol India Ltd. Revenue US $110 Mln.+; Team Size- 2 Mktg. Mgrs., 12 Sales/2 Supply Chain/2 Finance/2 HR Mgrs and their teams. The major job function was 'Management of Consumer and Institutional business in North and East Regions'
 Achieved high volume growth against negative industry growth through roll-out of new ways to work, re-designing of route to market and World Class Customer Management program
 Sales Management: Achieve budgeted SKU/Category wise sales volume, sales revenue, premium basket share etc. and lead 85 member business team. Coaching & performance management of sales team
 Finance: Capital & Revenue expense budgeting;Performance nalysis; Working Capital and 'Cost' management
 Supply Chain Management: Lead primary and secondary distribution network to achieve optimum inventory level & cost reduction (C&F's – 15); Demand planning; Managed 135++distributors to achieve targets
 Marketing: Brand building with in 'Retail' segment through below the line(BTL) promotions-Consumer and Trade ; Effective product launch program implementation; Channel loyalty program roll-out; Development of brand differentiation program
 Development of innovative HSSE program for team/channel and achievement of stretched HSSE performance objectives
 Networking: Developed effective relationships with Legal, Tax and Regulatory authorities
 Human Resources: Recruitment, selection & develop. of team members (Nos. – 100+)

#Vice-President(Industrial):Castrol India G.P. US$8.5 Mln. / Team size-5 Sr. Bus. & 30 A/c Mgr
 Develop and implement long and short-term business /annual sales & profit plan
 Strategy & Planning: Development & implementation of New Account Management str.
 Human Resources: Development and roll-out of new organization structure; Profile analysis of team members; Identification of development needs, Customer retention skill & BD Training
 Sales Management: Developed customer service planning tool and offer structure
 Finance: Developed and rolled out performance budget,cost and working capital monitoring tools

#Vice-President (Industrial): Castrol India Ltd.-Metalworking: Profit Center Head-G.P.US$5.7Million; Turned around the business; Team-5National level Business, 1 Bus. Dev., 1Credit, 4 TSM's and 28 AM's
 Increased gross margin/ltr. by 10%+through product-mix change against adverse trading environs.
 Achieved 15% reduction in revenue expenses through work area rationalization, travel cycle optimization and implementation of revised PJP's etc.
 Achieved 27%++ reductions in inventory through design and roll-out of Customer Specific sales planning tool and performance monitoring
 Successfully introduced innovative customer credit processes and achieved 25%++ reduction in working capital; Developed and implemented innovative ideas for increased sales realization
 Achieved stretched HSSE performance target and designed unique customer communication package to establish 'bp cares' theme
 Launched 'Total Solution' model for customer retention & profit improvement

Vice-President (Industrial):Castrol India Ltd.-Process Industry:Team-6 National level Business and 24 Area managers/ Country Mgr.-Pakistan, Sri Lanka, Bangladesh and Nepal(Industrial); Team-1 Expatriate Business Manager; The scope of assignment and achievements were
 Built dominant market share and significant profit growth in new sectors/ markets e.g. Off-road, Mining, Construction etc.
 Improved business quality through reduction in complexity and working capital
 Customer Relationship Management: Developed long term strategic alliance with major machinery manufacturer's e.g.Ingersoll-Rand and large customers
 Human Resources: Developed organization structure on global business streaming; built world-class sales team by application training and skill improvement
 Finance: Developed account receivables, cost structure and expense monitoring process
 Marketing: New Product conceptualization and Launch; Pricing; Development of BTL promotion package
 Developed country specific business plans and strategy for competitive global sourcing of products for overseas territories
 Channel Management: Development of distribution network for overseas country distributor's and training of their personnel

General Manager (Industrial & Commercial Automotive):Castrol India Ltd.:SBU Head –Commercial (Rev.-US$10Mln.+/ Team-2 Sr. business managers and 8 executives);Marketing Head-Industrial: Rev-US$29Mln+/ Team-3 Segment,1OEM,1Export and 3 Product Mgrs.(4 Reg. Sales & 24 Territory Managers)
 Human Resources: Developed segment and product based Industrial marketing organization; Training of team member's for skill improvement
 Technology: Managed technology function, Introduced differentiated product range
 Customer Relationship Management: Negotiated long term strategic market alliance agreement with Maruti Udyog Limited
 Strategy: Developed strategic business plans for profit growth from select B2B markets and its implementation through working with cross-functional teams
 Marketing: Launched new generation automotive brands; Pricing; Development of ATL/ BTL promotion package
 Sales Achievement: Negotiated largest single supply order valued at US$400,000

Gen.Marketing Manager (Industrial & Commercial Automotive): Castrol India Ltd.Team-3Mktg, 1OEM, 1Export Mgr.4 RSM
 Designed 'Route To Market' for Industrial Markets/Set-up 'Distribution Network' (No.ofDb's-40)
 Negotiated and signed strategic alliance with Caterpillar and Cummins, U.S.A.
 Marketing: Pricing; Development of BTL/ATL promotion package; Built market share from nil to 16%++ for B2B business; Launched high performance DEO's; Designed & rolled-out value offers by launching extended drain interval products
 Developed long term strategic and business plan for commercial stream and annual marketing plan / budget for Industrial & Commercial business;
 Periodic review of sales managers for ensuring implementation of strategic and tactical plans besides achievement of budgeted financial objectives;
 Developed and rolled-out promotion and communication package to build brand share
 Intensive training of field executives on product applications and B2B selling

Sr. Mktg. Manager-Automotive O.E.M. & Industrial: Castrol India Ltd.; Team-1OEM, 2Mktg. 1Export Mgr.(4 RSM& 20 AM) Set-up O.E.M. Business from grass route level and achieved 30%++market share
 Launched new generation diesel engine oils
 Introduced 'OEM Endorsement,' Part Number, Genuine Oil, Joint & Co- branded' marketing initiatives in the country.
 Secured 100% market share with in Heavy Earth Moving Machinery market through negotiating strategic alliance with JCB, Hitachi, Suzuki, Poclain & IR etc
 Achieved dominant presence in Rural markets through securing strategic alliance with tractor OEMs
 Exports: Developed export business for Greases, Brake Fluids, Specialty and maint. lubes
 Increased profitability through cost structure review and usage of alternative raw matls.
 Launched three tier marketing strategy for hydraulic fluids. Achieved dominant market share in premium end/ Increased sales volumes by 400%++
 Set-up of Commercial Automotive business from grass root levels i.e. Development of Strategic, Business &Marketing Plan, selection of target markets, Organization structure development, Training&Devlopment of team members,Product range finalization, development of product literature/communication package, Product Pricing and development of 'Route to Market'

Market Development Manager-Industrial: Castrol India Ltd.: Team-2Sr.Mktg.&1 Promotion Exec.;
 Development and launch of high performance/environment friendly product range(e.g. Bitumen free prod.), high technology and long drain brands; Development of customized offers and tenders
 Identification of new market opportunities and development & rollout of action plan for exploitation of these opportunities; Training of team members
 Indl. Marketing Strategy, Business Plan and Annual Marketing Budget & Plan Develop.
 Development and roll-out of ATL/BTL promotion plans, Pricing and Consumer/Trade incentive plans

Sr. Marketing Executive-Industrial:Castrol India Ltd. Joined on Feb.15, 1988 Castrol India Limited;
 Set-up industrial business from grass route level: Developed sales organization structure; Job profile development and selection of team members, Training-Skill up gradation/Product Knowledge
 Development of price structure, ATL/BTL promotion package for consumer and industrial products
 Designed industrial selling systems for field executives for gaining market share

Astt.Manager/Dy.Manager -Indian Oil Corporation Ltd.; The roles and achievements were
 Building sales volume for fuels and specialties from Industrial and Commercial customers
 Building 'Retail' distribution network for lubricant business and brand building in retail markets
 Achieved dominant supplier status for fuels and lubricants through 'Retail' network/Worked closely with regulatory, government and statuary authorities for licensing, approvals and allocations
 Secured exclusive supplier status for fuels, bitumen and lubricants with all new government projects
 Achieve stretched sales volume & revenue budget of automotive lubes from retail operations
 Achieved stretched sales budgets of industrial fuels e.g. LDO, HFO & LSHS
 Aggressively marketed and achieved dominant market share for aromatic chemicals

Management Trainee/Sales Engineer:Indian Oil Corp.Ltd.- The role and achievements included
 24 Weeks Functional & 28 Weeks on the job training covering Retail/B2B/Industrial sales, Aviation & Marine business, Intl. Trading, Supply Chain, H.R. & Finance functions
 Developed exclusive supply position with largest upstream oil company having offshore and on-shore operations and serviced the account for 5 years+
 Serviced defense and commercial aviation business
 Build Marine diesel and Bitumen market share in 'B2B' segment. Built exclusive supplier status with government departments.
 Successfully launched new industrial fuel i.e.LSHS and gained dominant supplier status
 Achieved dominant presence in highly competitive Aromatic Chemicals market
 Launched LNG and CNG among industrial customer's in the country

Education
 B.Tech. (Chemical Engg.)with splz. in Petroleum Refinery Engg. – H.B.T.I.,Kanpur (1977)
 M.Tech. (Chemical Engg.)- I.I.T,Varanasi ( 1979 )
 Master in Marketing Management (M.M.M.) – Jamnalal Bajaj Inst. Of Mgt. Studies(1986)

Certifications
 Marketing Management-Administrative Staff College of India, Hyderabad
 Marketing of Industrial Products-Indian Institute of Management, Bangalore
 Managing People-Burmah Castrol,U.K.
 Managing Teams-Burmah Castrol,U.K
 Marketing Management-Burmah Castrol,U.K.
 Positive Power & Influence – Chartwell. UK
 Managing Change-Tata Management Training Centre, Pune
 Managing Skills-Tata Management Training Centre,Pune
 Petroleum Refinery Engg.-Indian Institute of Petroleum, Dehradun
 Managing our Business for Cash – BP, UK
 Management by Objectives-Indian Oil Corporation Ltd.
 Long Productivity Course-Indian Oil Corporation Ltd.
 7 day workshop on Relationship Management – Mr. H.F. Mulla
 Managing for Results – Mr. H.F. Mulla

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