TARUN KUKREJA

Email: tarun.kukreja700@gmail.com; Cell: +971-528618313, 523629916

Location: Abu Dhabi (UAE)

Dedicated Sales/ Marketing Professional with a demonstrated history of working with food &
beverages industry & Telecom.

Strategic sales and marketing specialist with nearly 15 years of cross-cultural experience in Distribution, Marketing
Research, Business Execution/Planning/Forecasting across FMCG &Telecom Industry

EXECUTIVE SUMMARY
Snapshot: Management Professional: Sales & Marketing / Business Development / P&L Accountability

- A successful Business Transition Leader with an ability to spearhead large business transitions by
- Implementing change management processes through systematic planning, organizing and a solid
- People connect to deliver desired business results.
- Repeatedly produced revenue growth in changing market dynamics, across different product
- Portfolios and markets.
- Demonstrated abilities in handling and turning around businesses in various markets and product
- Categories, delivering long term sustainable volume growths and profits.
- A change catalyst with a repeatedly proven track record of managing sustained and seamless
business operation.
- Quick learner of business levers with an intrinsic ability to build strategies to drive desired
outcomes.
- Sound understanding of the basic framework of sales and distribution network across town class
and channels.
- Proficient in managing activities across a gamut of functions with demonstrated abilities in brand
building, product management, sales & distribution and managing large key accounts.
- Expertise in development & management of sales & marketing plans for launching and promoting
products.
- An effective communicator and result oriented team leader with proven team building and
management abilities.

WORK EXPERIENCE________________________________________________

Varun Beverages Ltd (Punjab) -PEPSI

Location: Punjab
Duration: Feb 2013 to August 2021
Role: Deputy General Manager (Sales Manager)
Responsibilities:
- Implement, review and fine-tune the marketing strategies to escalate business volumes based on regional
market needs
- Develop and assist the HOS for the Annual Operating Plan (Revenue/Sales, Budget, manpower, etc.) and
develop upon the future Sales targets based on the market trends
- Set clear volume targets and KPIs for his/her team and territories.
- Managing the Sales and distribution channel and guiding the sales force on the same
- Use field data for market to identify brand/pack gaps and partner with other stakeholders to develop area
plans to drive shares
- Drive execution in the market as per the plan of audited unit/towns
- Ensuring Continual Growth in Current Markets & Creating expansion Opportunities in new markets
- Track competitor activity on a continuous basis and take action to counter competitor strategies
- Conducting regular feedback sessions with team members and providing necessary inputs
- Carry out coaching, mentoring and hand holding for the team members and develop upon their
required skill set
 TATA TELESERVICES LTD (DEHRADUN)

Location: Dehradun
Duration: February 2011 to February 2013
Role: Deputy Manager
Responsibilities:

- Strengthen the distribution and sales network by increasing the SIM & Data Selling Outlets to the maximum
possible extent in the assigned territory. Ensure existing customers are adequately serviced
- Understand the market demographics and drive sales strategy according to customer segments 
- Drive the basic distribution parameters such as Channel profitability and Channel satisfaction 
- Initiate active relationship management programs through continuous and effective engagement with
Retailers and Field Sales Executives (FSE)
- Increase value for Partners i.e. Distributors, Retailers and Field Sales Executives through systematic marketing
and merchandising activities
- Develop timely Market Intelligence reports, detailing the changing customer trends and competitors’
performance
- Work closely with the network team to understand and improve mobile network in the markets
- Experience & Skills

VARUN BEVERAGES LTD (DELHI) - PEPSI

Location: East Delhi

Duration: April 08 to February 11
Role: Area Sales Manager
Responsibilities:

- Managed a team of 40 Route Agents and a staff of 2 C&F.

- Successfully handled
- 2 C&F in the region with a monthly turnover of Rs 3.75 crore.
- Service in 1900 outlets in the entire region.
- Achieved over 125% growth in the business thereby increasing the total turnover from Rs 45 Crore to Rs.55
crore per annum and gained a market share of 64% in soft drink industry.
- Drafting the Break-up of target as per territory of different distributors and CFA.
- Knowledge of the territory under coverage, their population, profile, number of outlets, business potential etc.
and ensure distribution (product wise), frequency of coverage / personal visit as per company norms and have
Area Coverage Plans ACPs) in place for the Territory / Distributor.
- Selection, Training, Supervision, development &job allocation of sales team including CFA/distributor
personnel’s.
- Leading a team of sales executive to different Dealer and Retailer
- Developing good relations through personal visits with Key Accounts, Modern Trade Accounts, Institutions,
and Canteens of Big Accounts to maintain Better control over the market.
- Identifying growth opportunity for brand / Pack / Channel / Market.
- Optimum utilization of company’s assets viz. chilling equipment, GSB, rack, fleet of vehicle and POS material.
- Coordinating retail channel development activities viz. space club, grocery club, Pepsi food & fizz.
 VARUN BEVERAGES LTD (DELHI) - PEPSI

Location: East Delhi

Duration: June 05 to March 08
Role: Sales Executive
Responsibilities:

- Drive Secondary value and revenue growth profitably by leveraging the growth opportunities, coaching the
Frontline team and managing DBRs effectively

- Deliver Secondary Value target by developing market in the assigned territory

- Add new outlets which should contribute to achieving annual volume/value targets
- Drive Cooler / rack productivity by planning deployments/redeployments of resources based on
Cooler/Rack governance protocols
- Increase the Unique SKU count in the outlet and ensure chilled Product range availability
- Achieve trade spends productivity targets
- Conduct periodic Distributor health check to identify and trouble shoot issues for effective Distributor
Management
- Coach CEs through Work -with and One on One & Training
- Monitor progress against the plan in the Weekly Commitment Meetings and Monthly planning meetings ,
using tools like Execution planner

CREDENTIALS_____________________________________________________
~ Masters in Business Administration(MBA),H.N.B Garhwal University Srinagar (U.K), in 2005

Languages: English, Hindi, Punjabi, Pushto ~ Nationality: Indian

Passport No. P8607451