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AROCKIA CHELLADURAI : +91-7738743522 : [email protected] : arockia chelladurai Proactive & creative marketing professional with a demonstrated record of achievement in conceiving & implementing ideas that fuel market place presence and drive revenue in Retail industry Seeking challenging assignments in Sales & Marketing / Retail Buying / Retail Operations/ Business Development / Product Management with an organization of high repute, preferably in Dubai Domain Expertise: Dairy, Chilled and Frozen (Perishables Category); Staples (Consumption and Basic Category for buying and Selling); Home & Personal Care (Beauty, Cosmetics & Home Care Products) PROFILE SUMMARY A dynamic professional with over 8 years of rich experience in managing sales & marketing and strategic business operations with key focus on profitability by ensuring an optimal utilization of resources Insightful experience in handling a wide spectrum of sales & marketing activities from developing business plans / marketing strategies to implementing and executing them in real time sales environments Skilled in driving business growth through identification & penetration of new market segments; understanding business needs & identifying initiatives that allow a business to meet organization goals Distinction of working on Super Market Format, Cash and Carry Stores Demonstrated acumen in ensuring category P&L by delivering optimum margin growth on YOY basis; evaluating the stock flow at SKU level and enhancing sales through profitability of the category A strategist cum planner with proficiency in overseeing all aspects of product management activities including product enhancements, competitive analysis, market forecast and product positioning Competent in implementing solutions to customer needs with an aim to improve customer contentment; insightful experience in interacting with the customers to gather their feedback regarding product satisfaction Expertise in assessing as well as recognizing & nurturing creative potential of each resource; expertise in managing development of corporate level training and development programs Prudent, disciplined & self motivated with excellent people management, analytical & problem solving abilities

1. Arockia Chelladurai_ Final Resume

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Page 1: 1. Arockia Chelladurai_ Final Resume

AROCKIA CHELLADURAI: +91-7738743522: [email protected]: arockia chelladurai

Proactive & creative marketing professional with a demonstrated record of achievement in conceiving & implementing ideas that fuel market place presence and drive revenue in Retail industry

Seeking challenging assignments in Sales & Marketing / Retail Buying / Retail Operations/ Business Development / Product Management with an organization of high repute, preferably in Dubai

Domain Expertise: Dairy, Chilled and Frozen (Perishables Category); Staples (Consumption and Basic Category for buying and Selling); Home & Personal Care (Beauty, Cosmetics & Home Care Products)

PROFILE SUMMARY

A dynamic professional with over 8 years of rich experience in managing sales & marketing and strategic business operations with key focus on profitability by ensuring an optimal utilization of resources

Insightful experience in handling a wide spectrum of sales & marketing activities from developing business plans / marketing strategies to implementing and executing them in real time sales environments

Skilled in driving business growth through identification & penetration of new market segments; understanding business needs & identifying initiatives that allow a business to meet organization goals

Distinction of working on Super Market Format, Cash and Carry Stores Demonstrated acumen in ensuring category P&L by delivering optimum margin growth on YOY basis; evaluating the

stock flow at SKU level and enhancing sales through profitability of the category A strategist cum planner with proficiency in overseeing all aspects of product management activities including

product enhancements, competitive analysis, market forecast and product positioning Competent in implementing solutions to customer needs with an aim to improve customer contentment; insightful

experience in interacting with the customers to gather their feedback regarding product satisfaction Expertise in assessing as well as recognizing & nurturing creative potential of each resource; expertise in managing

development of corporate level training and development programs Prudent, disciplined & self motivated with excellent people management, analytical & problem solving abilities

ORGANIZATIONAL EXPERIENCE

Sep’11 - till date Reliance Cash & Carry (A division of Reliance Retail Ltd.)

Growth PathSep’11 –Apr’14 Manager - Home & Personal Care

Managed P&L of the Homecare & Personal Wash Category and developed total business of 58% of the total HPC business that is Rs. 350 crores

Since Apr’14: Senior Manager -Home & Personal Care Leading 3 major categories (Soaps, Oral and Hair Care) worth 42 cr per month and heading a total business of 550 crores.

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Key Result Areas: Managing P&L of the Leading 3 major categories (Soaps, Oral and Hair Care) worth 45 cr per month and heading a total

business of 550 crores Spearheading accounts like HUL, Reckit, Loreial, Marico, Dabur and Colgate Leading activities related to closing TOT (Terms of Trade) yearly basis and JBP (Joint Business Plan) for Annually Effectively conceptualizing promotional activities; arranging TOP- TOP meeting with key contribution vendors and

executing the Engagement activities Spearheading NSO (New Store Opening) for south stores Generating other income through visibility and marketing activities for the category Involved in driving top line through better promotions, rich assortment, aggressive theme based schemes & better

availability Managing business parameters entailing TOT, JBP, Mailer Promotions, Ladder Pricing, Kirana Sales, Space Selling, Range &

Assortment, Trade Loads and Receivables & Claims Overseeing troubleshooting related to market, target achievements, claims, pricing, etc. Conceptualizing varied Kirana offering to grow and sustain Kirana business by creating Promo plan Contributing in enhancing the store walk-in sales and profitability Developing buyers for trading and revenue generation

Highlights: Recognized as number one buyer in soaps category pan-India, for HUL with an average purchase of 18 crores per month Essayed a stellar role in controlling the inventory as per norms of 35 days over all Distinction of consistently achieving top-line & bottom-line budgeted results Successfully targeted and achieved 0.52% margin increase through new TOT for FY 2013-14 Significantly created & implemented a pricing strategy that improved competitive position and increased margin by 0.22% Played a stellar role in implementing article level ladder pricing for all the articles and enhanced the basket value from

Rs. 850 to Rs. 1250 Merit of increasing mailer sales contribution from 13.3% to 18.2% through theme based promotions and activities Instrumental in reducing inventory from 41 days to 35 days that assisted in increasing the stock turns Functioned as Category Captain for HUL, P&G and RCI Account, which contributed 55% of the category business Undertook new category initiatives by focusing on Handwash, Safe Wash, Dish Liquid and Matic Categories; ensured

business growth from Rs. 30 lacs to Rs. 1 Cr per month Imparted training to all new joining buyers for the HPC and Anchoring Category in the absence of senior

Jun’07 – Aug’11 Spencer’s Retail Ltd. as Manager - Merchandising (Staples)Key Result Areas: Responsible for focusing on improving the business parameters involving ABV, Bill Penetration, NOB, Cross

Merchandising, GMROF, GMROI, Zero Sales, Monthly Basket Analysis and NPI Display Direction Accountable for implementation & increasing visibility of private label products across the stores Involved in managing a set of 70 vendors and 1000 plus SKUs Assessed the category & sub category mix and reinvented the same to align them with the current business goals

Highlights: Successfully handled P&L of the TN regions - Staples category and a total business of Rs. 42.65 crores Merit of driving the category in 55 Stores, entailing 2 Hyper and 53 Daily Stores across TN Significantly contributed 24% of region business and 20% of national business for Staples with 18% gross margin Efficiently managed DCF category with a total business of Rs. 13.5 Crores, prior to being promoted as Staples Category Manager Distinction of:

o Attaining budgeted top-line & bottom-line consistently with 8.75% YOY growth for FY 10-11o Enhancing the category margin by 1.2% and 3 credit days on over all staples business for FY 09- 10o Acquiring Rs. 23.63 lacs of business on dry fruits gift box with the YOY growth of 18% for Diwali in 2010

Played a stellar role in monitoring the category DAD value below 0.025% against a budget of .05% Undertook following inventory management initiatives involving:

o Developing & introducing MSF correction & Fixing Model to fix the minimum stock quantity (5 days cover reduction in FY 08-09)

o Demand forecasting for bulk procurement products to reduce unwanted inventory and forecasting the forthcoming months demand, thereby ensuring Rs. 35 lacs of working capital reduction in FY 09-10)

Instigated cluster pricing & location specific product and promotion for buying & non buying cycle Initiated entry price point articles and developed second level players to share more business to avoid monopoly Proactively created Model Track Sheet for TOP 200 articles that helped to consistently deliver above 90% fill rate at

store; the model has been appreciated & implemented nationally in FY 09-10 Proficiently implemented 18 stores involving KVI pricing, cross cat promo, RSP on loose staples & oils, monthly basket

push on volume pack, till busters and local assortment

ACADEMIC QUALIFICATIONS

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2007 Post Graduate Diploma in Business Administration (Marketing & Finance) from Loyola Institute of Business Administration (LIBA), Loyola College, Chennai

2004 B.Sc. (Mathematics) from Arul Anander College, Madurai, Tamil Nadu

PROFESSIONAL ENHANCEMENTS

Manager of the Year – For outstanding performance and exceptional commitment to team work over 2015 Customer Service Award –For excellence and commitment to customer service for the period Oct – Dec’14 Award of Excellence – For constant growth of categories and contributing 50% of overall HPC business – Nov’14 Certified Trainer at Spencer’s Retail Ltd. Undergone an outbound training program on Leadership & Team Building Skills conducted by Pegasus Institute,

Bangalore & Pondicherry Attended a workshop on Negotiation which had faculty from XLRI, Jamshedpur

PERSONAL DETAILS

Date of Birth: 10th April, 1983Address: B- 501, Swagat CHS, Plot No. 19, Sector 3, Kopar Khairane, Navi Mumbai - 400709Marital Status: MarriedLanguages Known: English, Hindi & Tamil