Arathi Bhat

About Arathi Bhat

With over a decade’s experience in the field of advertising and brand management, I am an…

Experience

1. Global Assistant Brand Manager - South Asia Engagement

   Unilever

   Mar 2022 — Present · Mumbai, IN

   Conceptualized & deployed a celebrity led bespoke brand activation campaign backed by extensive qual testing, neuro analysis and study of +20 years of category & brand advertising. The campaign previewed green; outdid industry benchmark in CTR, VTR, BLS efficiencies and bolstered SM engagement- Led the critical yet fundamental product innovation workstream of Axe core - essentially, identified drivers of product performance, cracked the insight, issued a brief, developed formulations that were tested. The output was 6 winning fragrances that outdid competition. Following this was the NPD of the new fragrance, that encapsulated both a product design and communication proposition refresh. The packaging & proposition cracked was steered to go back to the brand’s GenZ roots and strengths of fragrance, enabled by attraction & humour- Led the end-to-end re-launch network in 2022 that entailed a complete rejig of the product hardware across portfolio,+40 design innovations, packaging claims and communication- Led the Masterbrand responsibilities on Axe in India – synergized the representation of the brand across touch points in 2022. Fundamental changes done via POSM in MT & , GT, 7OA & Ecomm to have a single line of look & feel- Led the savings program for the brand in India with initiatives of a carton removal and ticket optimization nationally across channels, with no sales loss, and bps savings cohesive enough for sizeable gross margin improvement- Also responsible for docking assets for Proposition, Product & Packaging for SEA & SA on Axe- Overall, contributed in correcting the brand communication strategy, focused on right-to-win areas, that delivered improvement in Spont and brand power share in 2023.

Skills

• Strategy
• Crm
• Business Planning
• Business Development
• Lead Generation
• Customer Satisfaction
• New Business Development
• Competitive Analysis
• Brand Management
• Marketing Strategy
• Marketing
• Sales
• Market Research
• Teamwork
• Team Management
• Advertising
• Marketing Management
• Strategic Planning
• Team Leadership
• Project Management
• Business Strategy