Summary
Overview
Work History
Education
Skills
Languages
Timeline
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Arul Raja A

Arul Raja A

Summary

Accomplished BTL Marketing Manager with extensive experience devising and executing high-impact branding, direct marketing, and trade activation strategies for leading FMCG and logistics brands. Demonstrated expertise in market research, project management, campaign optimization, and P&L ownership. Proven record of cross-functional leadership, vendor management, and driving measurable business growth through data-driven, multichannel campaigns. Committed to building high-performance teams and elevating brand recall in dynamic markets.

Overview

7
7
years of professional experience

Work History

Marketing Development Manager

GRASIM INDUSTRIES LIMITED
03.2024 - Current
  • Executed strategic in-store product placements and displays by collaborating with vendors and sales teams, significantly boosting customer engagement and product visibility.
  • Led all in-store promotions and brand activations, ensuring consistent messaging and adherence to brand guidelines.
  • Managed dealer and sales team relationships to optimize shelf presence in key outlets.
  • Maintained visual merchandising standards across A & B class outlets with periodic site visits and asset replenishment.
  • Trained store staff on effective merchandising techniques to enhance customer engagement.
  • Coordinated local trade shows, overseeing logistics, venue selection, and event execution for maximum brand exposure.
  • Produced competitor visibility analytics and actionable reports for senior management.
  • Collaborated cross-functionally with marketing, supply chain, and sales teams to align activations with business objectives.
  • Elevated the brand to 2nd position in paints industry visibility within one year through innovative BTL interventions and targeted activations.
  • Rolled out diverse BTL tools like high-impact signage, wall paintings, and canopies for increased in-store and outdoor presence.
  • Managed 50+ mobile expos, driving brand engagement across tier 1 and tier 2 towns.
  • Developed and executed a robust merchandising strategy, maximizing brand recall and retailer alignment.
  • Continually maintained and improved company's reputation and positive image in markets served.

BTL Coordinator

Walkaroo International Pvt Ltd
11.2021 - 03.2024
  • Monitored and analyzed campaign effectiveness, providing actionable insights for optimized ROI.
  • Offered marketing support and created persuasive materials aligning with overall strategy.
  • Developed content in collaboration with design teams for product launches and brand growth.
  • Organized and delivered trade shows and promotional events across multiple business verticals.
  • Negotiated with suppliers, managing bids and contracts to maximize company value.
  • Improved profit margins by streamlining workflows and optimizing vendor contracts.
  • Coordinated 20+ trade shows/promotions, lifting event attendance and brand engagement.
  • Supported the launch of three new products with targeted campaigns.
  • Redesigned operational workflows, improving delivery rates of marketing collateral.

Brand Development Executive

DTDC Express Ltd
08.2018 - 11.2021
  • Supported end-to-end planning and execution of brand events and activations, boosting customer engagement and visibility.
  • Prepared operational reports, supporting data-driven program optimization.
  • Coordinated creation and distribution of marketing materials for consistent brand presence.
  • Provided administrative and project support, facilitating successful campaign outcomes.
  • Drove a 30% increase in brand engagement via coordinated in-person activations and roadshows.
  • Consistently delivered high-quality events, earning recognition from management.
  • Enhanced reporting processes to inform strategic decision-making.

Education

MBA - Marketing

Bharathiar University
Coimbatore
05-2018

B.Tech - Information Technology

Coimbatore Institute of Technology
Coimbatore
04-2015

Skills

  • BTL Marketing
  • Multichannel Campaigns
  • Customer segmentation
  • Business potential analysis
  • Project Management
  • Advertising
  • B2B Marketing
  • Go-to-Market Strategy
  • SAP S/4HANA
  • Microsoft Office Suite (Excel, Word, PowerPoint)

Languages

Tamil
English
Hindi (spoken)
Malayalam (spoken)

Timeline

Marketing Development Manager

GRASIM INDUSTRIES LIMITED
03.2024 - Current

BTL Coordinator

Walkaroo International Pvt Ltd
11.2021 - 03.2024

Brand Development Executive

DTDC Express Ltd
08.2018 - 11.2021

MBA - Marketing

Bharathiar University

B.Tech - Information Technology

Coimbatore Institute of Technology

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Arul Raja A