1. Deshbandhu Walia
Mobile: 91-9999947880
E-Mail: deshbandhu.walia@gmail.com
MARKETING PROFESSIONAL
Marketing Communications
BRIEF OVERVIEW
 A professional with 10 years of rich experience in Brand Communication activities with diverse industries.
 Presently associated with Spice Retail Ltd. Manager Brand & Alliances.
 Strong business acumen with proven proficiency in initiating a wide range of strategies to establish market presence as well
as increase in visibility for brand leading to augmented revenues and profitability; resourceful in streamlining operations of
the product teams and various service groups for ensuring effective delivery of marketing solutions.
 Expertise in managing activities for introduction of new products & services.
 Expertise in developing key vendors and agencies for successful, timely and cost effective marketing operations.
 An effective leader with abilities in training & motivating a workforce; capabilities in accomplishing greater operational
efficiency towards execution of various projects aimed at achieving pre decided business goals.
WORK EXPERIENCE
March
2016 – Present Spice Retail Ltd, Manager – Brand & Alliances.
 In-charge of all brand communication activities (ATL, BTL) and marketing alliances on a pan India level.
Brand Communication:
BTL: To use BTL channel to enhance footfall at various Hotspot retail stores.
 Design various activities at the store level for an enhanced customer experience and ensure timely
and effective conduct of the same.
 Ensure deployment of all visibility elements like glowsign boards, In shop branding etc.
 Plan & execute new store launches on a pan India level.
 Store upkeep and upgradation.
 Vendor management for all activities planned nationally.
 Budget forecast and management.
ATL: To promote Hotspot as the most preferred buying destination for all Mobile related purchases using
the ATL channel.
 To prepare and execute national television/radio/print campaigns.
 Aid with all the creative development.
 Negotiate with media agencies ensuring best media rates.
 Support regional teams with local campaigns for targeted areas.
 Conduct post campaign surveys and analyze hit rate of the campaign.
 Budget forecast and management.
Brand Alliances:
 To liaise with various mobile handset manufacturing brands to create a customer friendly
environment at the store.
 To liaise with other brands and come up with mutually benefiting offers for the customers. Plan
& execute new store launches on a pan India level.
CRM & Lead Management System:
 Plan and execute various CRM initiatives including loyalty reward program to increase the customer
engagement.
 Manage the Lead management system to generate sales from leads captured online.
Dec 2013 – Feb 2016 Jindal Steel & Power Limited, Manager – Marketing.
Key Deliverables:
 In-charge of all brand communication activities (ATL, BTL & Digital Marketing) on a pan India level.
BTL: Effective use of BTL channel to enhance brand visibility at the grass root level.
 Ensure effective deployment of Retail Identity Program at the ground level via deployment of
glowsign boards, wall painting, and other elements.
 Conduct various region specific brand promotional activities like exhibitions, promotion van, OOH
branding etc.
 Plan and execute yearly MICE trip for distributors.

2.  Vendor management for all activities planned nationally.
 Budget forecast and management.
ATL: To enhance brand visibility, perception and recall by putting in place an effective media plan for all
ATL elements namely, Television, Radio, Newspaper and out of home media
 Strategize, prepare and execute national television/radio/print campaigns with pre set goals as
decided by the management.
 Aid with all the creative development.
 Negotiate with media agencies ensuring best media rates.
 Support regional teams with local campaigns for targeted areas.
 Conduct post campaign surveys and analyze hit rate of the campaign.
 Budget forecast and management.
Digital Marketing: To execute and monitor various promotional campaigns on social media (facebook,
Twitter)
Jan 2013 – Dec 2013 Whirlpool of India Ltd., Branch Marketing Executive (Rest of Maharashtra)
Key Deliverables:
 In-charge of all brand communication activities for (ATL and BTL) for Rest of Maharashtra region.
ATL: Maintain TOMA score for the brand at required level, using print, radio, and outdoor media.
Design, produce all creative elements (radio jingles, newspaper advt, hoarding Design) within the brand
guidelines as required by the campaign and plan the release accordingly.
BTL: Ensure brand visibility at the shop floor using elements like in-shop branding, glow-sign boards,
POSM etc.
Plan and execute specific activities on and off the shop floor basis the requirement of the sales team.
Develop a vendor network for an effective execution.
 Responsible for the expansion and maintenance of the exclusive brand shop channel.
 To maintain the stores as per visual merchandising guidelines, especially the exclusive channel.
 Prepare launch platforms (launch and promotion events) in coordination with HO for new products across the market.
 Forecast marketing budget on quarterly basis and optimize utilization of the same to achieve maximum ROI.
 Ensure Secondary sales at the shop front using a team of two Supervisors and 80 consumer consultants.
 Achieve pre defined targets for secondary sales.
 Design training modules for floor salesmen and conduct regular training sessions to augment their personal selling
skills.
 Device various incentive schemes for shop floor salesmen.
Significant Attainments
• Received CONSTELLATION award by the company management for 3rd
quarter 2013, for demonstrating
excellence on the job.
• Introduced the successful concept of route trainer in the system, to ensure regular and effective trainings, the same
was accepted and implemented across the country.
 March 2010 – May 2012 Samsung India Electronics Pvt. Ltd., (Mobile Business Division, Gurgaon)
Regional MarketingCoordinator (HP, Punjab, J&K, Haryana)
Key Deliverables:
 Devise brand promotion strategies for the region in line with corporate strategy and revenue target.
 Identify, plan & manage Marketing Communication activities, both ATL and BTL, for Samsung mobiles across the
region to enhance retail sales.
 Procure all the required elements (print material, TVC, branding equipments) as required by the campaign.
 Generate leads, using the BTL channel and follow the same for further processing.
 Implement Shop-front Improvement and various visual merchandising programmes across region in all
designated channels, namely brand shops (SMPP/Samsung Smart café)/Distribution Channel.
 Designing launch platforms (launch and promotion events) for new products across the market.
 Promote and establish Smart Phones as a category across the region.
 Successfully ensure:
- Smooth head office-RO co-ordination for seamless execution of all projects.
- Adherence to Standard Operating Procedures– Responsible for strict implementation of all company set
guidelines concerning Retail Marketing Operations.
 Manage regional Market Activity Fund for the region (4 states), allocate the same based on several factors &
guidelines and post-event review of the expenses..
 Ensure smooth co-ordination with external Vendors, in terms of cost efficiency, job allocation, job execution and
vendor payment realization.
Significant Attainments

3.  Successfully designed and executed a special program leading to an increase of 30% increase in TOMA score of the
brand over a period of 8 months.
March 2008- March 2010 Sony India Pvt. Ltd, Chandigarh Trade marketing-in-charge (HP, Punjab,
J&K)
Key Deliverables:
 Manage all marketing communication activities at Branch Level:
- Plan ATL & BTL activities & their executions.
- Support retailing through merchandizing, shop window display and brand building activities,
organize road shows, exhibitions, new marketing innovations.
- Plan and execute new product launch activities at branch level.
- Media planning (newspaper ads).
- Budget control & system adherence.
- Marketing, advertising & promotion budgeting.
- Vendor management.
Significant Attainments
 Awarded Certificate of Appreciation by M.D. of the company, Mr. Masaru Tamagawa for demonstrating excellence in
job.
Dec 2006- March 2008 Bennet Coleman & Company (The Times of India) Chandigarh, Senior Officer
(Special initiatives & BTL activities)
Key Deliverables:
 Formulate a persuasive communication platform be-fitting client’s communication needs and in turn generate business
for the company.
 Establish BTL activities as revenue generating stream for‘ The Times of India’
 Create a new consumer base for the stream by bringing new client to the fold.
 Formulate long term strategies for clients for enhancing their respective BTL visibility.
 Execute different BTL activities in association with clients.
 Achieve quarterly revenue targets pre assigned for the stream.
 Ensure complete client satisfaction in terms of execution, result and ROI.
 Promote ‘The Times of India’ among the clients vis-à-vis other publications.
 Generate revenue through different OOH activities.
March 2006- Dec 2006 Impact Marketing Service (All India BTL agency for Sony India Pvt. Ltd.)
 Devise and execute different campaigns to maximize brand visibility using
BTL channels.
 Coordinate for exhibitions and Road-shows.
 Ensure smooth processing with vendors of BTL requirements.
 Maintain shop-front for all key exclusive counters as per issued guidelines.
 Organize the training sessions for the ISDs.
2005: Dentsu Marcom Pvt. Ltd., Delhi. Trainee
KeyDeliverables:
 To provide creative copy for all ATL campaigns for the assigned clients, namely Suzlon Energy, Cannon, Vatika
Developers.
EDUCATIONAL CREDENTIALS
2015 Level one certification, AdWords from Google.
2011 Executive Program in Sales and Marketing from Indian Institute of Management Calcutta.
2005 Masters in Mass Communication from Punjab University, Chandigarh.
2003 B.Sc. (computers) from DAV College, Chandigarh (Punjab University).
2000 12th
(CBSE) from GMSSS Sector 46
IT FORTE
Well versed with knowledge in MS Word MS Excel, MS PowerPoint. Photoshop, Corel draw

4. PERSONAL DOSSIER
Date of Birth: 27th
March 1983
Marital Status: Married
Present Address: Flat No 311 B2, Jal Vayu Towers, Sector 56 Gurgaon.
Permanent Address: 2035/1, Sector47C, Chandigarh, 160047
Languages Known: English, Hindi and Punjabi