Viraj Hegde

I lead the multi-channel Brand Marketing initiatives for APAC, EMEA & AMERICAS regions under the mentorship of the Global CCO to: — Amplify Brand Salience across 100K+ prospects/clients by creating engaging campaigns (Emails, Print, Videos) to maintain a ~40-45% repeat purchase rate. — Manage cross-functional marketing collaboration in line with Brand Guidelines at intracompany (75+ Sales offices, HR, IT, Finance, Legal) and intercompany levels (Scan-Group subsidiaries).

I was responsible for expanding the reach of the Dispensing initiative in the target markets by executing on-field Marketing activations, Dispensing Unit installations, and Brand audits. — Driving sales for this vertical through General Trade, Key Accounts, and Agents/Distributors. — Recruiting, managing, and training a scouting team for identifying new business opportunities.

I was accountable for creating a Buzz about the Direct-to-Consumer (D2C) initiative by executing BTL campaigns to achieve 90% market coverage for a complex Brand Portfolio (15+ brands). — Driving untapped Offline footfalls to E-Commerce portals, thereby boosting Sales Volumes (Coke2Home.com and Amazon.in). — Managing Budgets and a Team of Print/Event Management Vendors and Point-of-Sale associates.

I headed the Brand Strategy by utilizing the Brand Key Model to evaluate Brand Performances and conduct Brand Audits, thereby boosting the KPIs by 4x — Design a Brand Architecture based on existing Product Portfolio and New Products Development — Define Brand Identity, cultivate internal/external Brand Experience and strive to create the desired Brand Image through multi-channel ATL and BTL campaigns

A one-year diploma acting as an additional specialization to the MBA program

A full-time two-year Master's degree in Marketing Management

A three-year full-time Bachelor's degree