Rohit Nelli rohit.nelli@gmail.

com
Mobile:+91 8861686235
EDUCATION
PGDM 2012 Indian Institute of Management, Kozhikode 3.32/4.33 Top 15%
B Pharm. (Hons) 2007 BITS Pilani 8.22/10 Rank 2
Class XII 2003 Vikas Junior College, Visakhapatnam (A.P State Board) 96.8% Distinction
Class X 2001 Timpany Secondary School, Visakhapatnam (CBSE) 91.6% Distinction
 Awarded Merit Scholarship from State Bank of India for excellent performance in PGDM year I, IIMK 2011
 Selected for the International Exchange Program, IIMK, for excellent performance in PGDM year I 2011
 Received Govt. of AP ‘Pratibha Award and Scholarship’ for excellence in 11th &12th 2003-‘07
 Awarded 100% Scholarship for 11th & 12th by MPJC, A.P for excellent performance in Std. 10 th Board 2003
 Awarded C.B.S.E Certificate of Merit, being among top 0.1% of candidates in Mathematics in Std.10th 2001
 Co-authored 2 International publications in ‘Chem. Biol. & Drug Design’ & ‘Journal of Med. Chemistry’ 2005
 Won the ‘General Proficiency Prize’ throughout schooling for being in the top 2 ranks 1991-‘00
 Secured AIR 351 in the National Level Science Talent Search Examination 1999
PROFESSIONAL EXPERIENCE

ITC LTD., INDIA Acting Brand Manager – Sunfeast May ‘13 - Present
Planning & Business Development
 Responsible for planning and implementation of marketing inputs in the Premium & Super Premium
Cream Biscuit segments – Handling popular brands like ‘Dark Fantasy’(300Cr annual sale value) &
‘Dream Cream’(130Cr), ‘Sunfeast’ being the market leader in Creams Segment
 Monitoring implementation of product launch by active coordination with Sales & Category
teams - Successful Launch of ‘Bounce’ (Rev. Increase of 80Cr p.a and 8% points market share
growth), ‘Bourbon Bliss’ (200% growth in Vol. with 32% pts. MS rise in South) and ‘Yumfills’
 Liaison with multiple internal teams (Sales & Distribution, Systems, Manufacturing, Operations, ,
Packaging, Digital, Media, Procurement, Legal etc.) & over 20 external parties
Brand Development & Communication
 Understanding consumer needs and development of brand thought & marketing plan basis that
 Work closely with creative agencies for development of new communication campaigns for brands
 Responsible for ideation, development & execution of Consumer & Trade(seller) promotions to
ensure active levels of involvement & support of the sellers as well as consumers
 Develop media plans (TV, Print, Cinema & Outdoor) along with the media team as per brand’s
Responsibilities targeting and positioning – successful new ‘DF Live your moment’ campaign
&  Led Digital Marketing activities on social media platforms to drive continuous engagement
Accomplishments Merchandising & Packaging
 Planning merchandizing requirement, designing & sourcing of merchandizing material from vendors,
end-to-end execution of Merchandising plan as per brand guidelines
 Active involvement in ideation, design and execution of any packaging related activities
Product and brand related Research & analysis
 Liaison with Research agencies regularly to derive consumer insights on product, packaging,
positioning, brand growth & brand communication related researches
 Keep track of industry trends and brand performance metrics through regular analysis of Retail
Audit, Household panel data etc. and take necessary actions
Marketing Budget
 Jointly developed the marketing plan for FY 13-14 & FY 14-15 for an annual spend exceeding 200 Cr
 Monitor and coordinate all marketing spends & budget releases for the brands
Consumer Understanding
 Involved in consumer immersions & studies to ensure feedback is taken and actioned to implementation
Competitor Analysis
 Monitor competition updates through sales team and syndicate databases on a daily basis

ITC LTD., INDIA Assistant Manager –Sales & Distribution Jun’ 12 - May’ 13
 Area Manager (Foods) for Indore Circle handling 15 distributors including responsibility of all
categories in 2 sections, accounting to a top-line of around 9 Cr
 Led a team of 6 Area Executives and 1 Area Manager for the launch of ‘Kaju Badam’
Responsibilities &  Anchored end to end set up of 5 NSEs- New Sales Establishments– 3 Distributors & 2 Stockists
Accomplishments  Responsible for complete revamp of a dying section (Katni) through Performance & Hygiene set up,
execution & implementation w.r.t to the sales team and systems
 Implemented First Club & Shubhlabh loyalty programs in key outlets to promote seller engagement
 Developed an Optimum Retail Coverage model through a cost benefit analysis of Direct servicing
Rohit Nelli rohit.nelli@gmail.com
Mobile:+91 8861686235
and a detailed understanding of Direct Outlet coverage of leading FMCG Players
 Initiated new business opportunities with Hotels/Institutions for in-room consumption

HSBC, INDIA Summer Intern Apr’11 – May’11

 Worked with Business Development team to launch HSBC personal loan and overdraft products in
the CEP and the cross-sell channels
 Coordinated with Agencies, Operations, Systems, Credit Risk teams to set the launch platform
Responsibilities  Worked closely with Marketing & Sales teams on design and execution of promotion campaigns,
incentive plans, consumer communication
 Involved in product feature conceptualization, process flow and Incentive scheme design &
training sales officers
 Competitive comparison and benchmarking for both personal loan as well as overdraft products
Recognition  Awarded a Pre-Placement Interview for outstanding performance during the Internship period
 Received appreciation from Business Head for a critical role in smooth launch

STERLING COMMERCE, AT&T, INDIA Customer Support Engineer II Apr’ 08 - Jun’ 10

 Customer Facing role - Involved in understanding, analyzing and fixing the customers functional
and implementation issues in Sterling Commerce’s Supply Chain Management Domain products -
Responsibilities Sterling Multi Channel fulfillment & Selling e-commerce Solutions across various geographies
 Involved in Distributed Order Management customization & implementation modules
 Responsible for ensuring complete customer satisfaction and focus & positive feedback
 Single point of contact from India Support for the Sterling Multi Channel Selling Division
Accomplishments  Applauded by key accounts like Best Buy, Wal-Mart, Crocs for efficient implementation & support
 Awarded Promotion and appointed as Lead POC, based on excellent performance & feedback
 Won ‘Sterlite Extra Mile Award’ in 2010 at Sterling Commerce for dedicated performance
Initiatives &
 Earned ‘Sterling Key Contributor Award’ in 2009 for extraordinary accomplishment and service
Recognition
 Initiated ‘Doc Team’ to streamline Knowledge Management System

ORACLE FINANCE SOLUTIONS Business Trainee Aug’07 – Mar’08

 Involved in implementation of Oracle FLEXCUBE® for UniCredit Bank, Russia - Testing functional
Responsibilities
aspects of Cash Operations Module; coordinated with the clients through off-shore interactions
Recognition  Won ‘We Applaud’ award in 2008 for providing Effective implementation support at ORACLE

LEADERSHIP EXPERIENCE
 Elected Member of ‘Konquest’ Committee, IIM Kozhikode, 2010-11
Positions of  Elected Coordinator, Pharmaceutical Society, BITS Pilani during APOGEE-06, National Level
Responsibility Technical Festival – applauded by the Head of the Department, for the team won after a gap of 5 years
 Active member of ‘Prerna’ trust, a Social Service group at Sterling Commerce involved in CSR activities
 Vice-Captain, Student Council, Timpany Secondary School, Visakhapatnam, 1999-00

AWARDS & ACHIEVEMENTS

 National Finalist, Reckitt Benckiser-Veet Case Study competition, Product & Brand extension, 2011
 National Finalist, Top 5 of 2200 teams, ‘Innovative Ideators Challenge’, Marketing Strategy for
Airtel, 2011
Extra-  2nd runner-up, ITC Interrobang, Campus Round, Marketing Strategy, Personal Care div., 2011
Curricular  National Finalist, represented IIMK at BluffMaster, an Advertisement competition at IMI, 2011
 Top 5, National Finalist, Business Strategy Contest, Reckitt Benckiser at NITIE, Mumbai, 2011
 First Prize in the Best Application Oriented Project during APOGEE-06, held at BITS-Pilani
 Won prizes in sports like table tennis, volley ball & cricket at school and university level
COURSEWORK
 Retail Management  Marketing of Services  B2B Marketing
Key Courses
 Strategic Marketing  Integrated Marketing Communications  Consumer Behavior
Live Projects  MXV Consulting - Developed online marketing strategy & evaluation measures for RupeeZone
OTHER INTRESTS
 Passionate about Graphic Designing – Designed logos for National events like ECHOES’10 and SSG Calicut Mini
Marathon ’10; Travelling – Exploring new places