JATINDER SINGH

Executive Summary
Name Jatinder Singh
LinkedIn URL https://www.linkedin.com/in/jatinder-singh-20yrsexperience/
Age 45 years
Qualifications ● Master's Degree in International Business (1999-2001) from Dept of Commerce,
Delhi School of Economics, University of Delhi
● Bachelor's Degree in Electronics (Hons) (1995-1998) from Delhi University
Company Last assignment - Reliance Retail Ltd.
Designation Vice President Marketing - JioMart Electronics
Reporting to CEO
CTC Last drawn- INR 90 lakhs (fixed) + 10 lakhs (variable) per annum
Location Gurugram
Total Work Ex 21+ years
Notice Period Available to join immediately
Contact No 9818557003
Email ID [email protected]
Remarks Mentioned below is Jatinder's experience in the following areas.

1. Developing and implementing innovative initiatives to grow/scale up business.

● Reliance Retail- Established value proposition & implemented retailer onboarding

initiatives for a new B2B2C business (JioMart Digital). Resulting in enrolment of 1
lakh + retailers in 1 year with average INR 300 crore business/month.
●
● Samsung India- Launched first online exclusive mobile series (M series) that
generated record revenue for Samsung & Amazon India during launch and
improved Samsung Online Share by +9% in ten months.
●
● Samsung India- Created a new sub-category in industry - "Convertible
Refrigerators" that all leading players in industry had to follow. Result- Samsung
became the market leader in overall value share in refrigerators.
●
● Samsung India - Became market leaders in Value Share, share in No of
Smartphones & doubled ASP in Modern Retail business through differentiated
 promotion, communication & display strategy in each retail chain.
●
● PepsiCo Foods India- Improved Modern Retail Share through planning &
executing pack-price wise strategy & planograming across chains. Received
Global Award - Best Revenue Management Practice in PepsiCo AMEA region for
the strategy.
●
● Mother Dairy India- Conceptualized & implemented new pack-price promotion
strategy that delivered record value business growth & improved profitability by
10%+

2. Conceptualizing and driving digital marketing initiatives and setting up E-commerce

campaigns

● Samsung India- Launched first online exclusive mobile series (M series) that
generated record revenue for Samsung & Amazon India during launch and
improved Samsung Online Share by +9% in ten months. First product that was
launched in a flash sales model by Samsung India.
●
● Samsung India- Launched upper funnel and lower funnel activities with Flipkart
for Frame TV to feature amongst the top 3 countries for Frame TV sales for
Samsung.
●
● Jatinder has handled E-commerce Marketing both for Smartphones and
Consumer Electronics in Samsung. Through the initiatives, he has acquired
functional knowledge of Funnel Conversion, SEO, SEM, Analytics, Content
Management, CDM, CRM, Reviews Management, ORM, UI/UX Development & A/B
Testing, Upper funnel activities- Digital Films, Bloggers & Influencers & Digital
Publishers).

3. Experience in brand building, improving brand positioning and driving brand recall in
domestic/international markets.

● Samsung India - Launched several brand/product campaigns to launch products

across mobiles, refrigerators, washing machines, AC, Televisions, Microwave etc
(Example- Digital Inverter Refrigerator, Convertible/Convertible 5in1 Refrigerator,
ActivWash+/AddWash Washing Machine, Smart TV, QLED TV, Slim Fry Microwave,
Samsung M Series Mobiles, Samsung Mobile Festive Campaigns etc). Many of these
campaigns were adapted by SAARC countries, Pakistan & Middle East countries).
●
● Samsung India- Conceptualized and launched a campaign for Samsung India for
"After-Sales Service Reach" (For differentiated brand advantage)- The campaign "
 Service Van" video became the fastest brand video to reach 100 Mn views on
YouTube in India (currently 212 Mn views) and became the only India campaign
that was included in the Global Samsung Brand Playbook.
●
● PepsiCo India- Developed and implemented a communication strategy to make
"Lay's brand" No 1 Top of Mind brand in the snacks industry.
●
● Link for some of the key marketing campaigns that he has done. This includes
o Product Communication campaigns for multiple product categories
o Influencers and Bloggers Content
o Corporate Campaigns

https://www.youtube.com/@JatinderSingh-do7sr/playlists

4. Trade Marketing experience

● Reliance Retail- Communication of daily offers, product launches, FOMO stories,

category selling stories done with over 1 lakh + general trade partners.
●
● Samsung India- As Modern Retail Marketing Head for mobiles handled business
planning/ negotiations with retail chains, new products GTM & monthly
marketing activities- advertising, promotions & retail fixtures.
●
● PepsiCo India- As the National Trade Marketing Head, handled GTM for launch of
all new products, national trade marketing trade schemes for all channels. Also
planned annual in-store retail merchandising infrastructure development &
deployment in the market.

5. ATL & BTL marketing

Jatinder has handled many ATL & BTL marketing campaigns executed as mentioned in
point no 3 above.

6. Size of marketing spend handled (highest).

INR 70-80 crore. Jatinder has done marketing spends across TV, Print, Digital (Paid,
Influencers, Bloggers, Digital Publishers, E-commerce etc), Radio, OOH, Launch events,
In-film placement etc.
7. Experience in using market research and analytics to improve audience targeting &
engagement.

● Samsung India – Conducted qualitative studies (focus groups, household

interviews, shop along studies) and quantitative studies (Product concept testing,
advertising link test).
● Samsung India – Worked on development & execution of IoT (Internet of Things
campaign).
●
● PepsiCo India- As Shopper Insights manager commissioned a pack price
quantitative study to arrive at the pricing & promotion strategy. As product
manager commissioned researches for new product development & product
concept/advertising effectiveness tests.

8. Supporting Team composition.

Support Team structure in Reliance Retail. Total 17 People reporting. Digital Marketing (6),
Retail Marketing (3), ATL & Creatives (3), Regional Marketing (5).

9. Turnover of current organization/business division handled by him.

There are 2 businesses handled by his business division – JioMart Digital (B2B2C & B2B
retailer platform) & B2C online business (JioMart Electronics & Reliance Digital.in). Total
average business per month INR 500 crore.
 zJatinder Singh
Ph No: 9818557003; E-mail: [email protected]
Marketing Campaigns Portfolio:
https://www.youtube.com/@JatinderSingh-do7sr/playlists

Organization Role/s
PROFILE SUMMARY
Reliance Retail Ltd. 1 Yr. 7 months
21 years of work experience in - Oct `21 till Apr ‘23 - Vice-President Marketing - JioMart Electronics
Marketing & Sales - (B2B2C, B2B & B2C Retail Business of Mobiles, TV,
Home Appliances, IT, Audio, Domestic Appliances etc.)
▪ Integrated GTM Strategy
Samsung Electronics 10 Yrs. 7 months
▪ Creative Strategy & Communication
Development- ATL/BTL - Sep `20 to Jul`21 - Marketing Head - Consumer Electronics (E-Com)
▪ Category / Brand Management - Marketing Communication Head
- Jan `19 to Aug `20 i) Consumer Electronics, Mobile (E-Com) & Corporate
▪ Media Planning- TV, Print, Digital,
Radio & OOH - Oct `13 to Dec `18 ii) Home Appliances & Corporate Campaigns
▪ E-Com Marketing (Funnel - Nov `10 to Sep `13 - Marketing Head – Mobiles (Modern Retail)
Conversion, SEO, SEM, Analytics, PepsiCo India- Foods 3 Yrs.
Content Management, CDM, CRM, - Jan ‘10 to Nov ‘10 - Head - Revenue Management & Shopper Insights
Reviews Management, ORM, UI/UX
- Nov ‘07 to Dec ‘09 - Head - National Trade Marketing
Development & A/B Testing)
Metropolitan Media 11 months
▪ Digital Marketing (Digital Films,
(JV of TOI & HT)
Bloggers & Influencers, Publishers,
Display, Search, Social Media & - Dec ‘06 to Oct ‘07 - Marketing Head- New Newspaper
Affiliate Marketing) Mother Dairy 1 Yr. 1 month
▪ Trade Marketing & Retail - Oct ‘05 to Nov ‘06 - Brand Manager- Ice Creams
Merchandising PepsiCo India-Foods 4 Yrs.
▪ Market Research & Consumer - Jul ‘04 to Aug ‘05 - Area Sales Manager (Punjab)
Insights
- Mar ‘02 to Jun ‘04 - Product Manager- Lay’s, Uncle Chipps
▪ New Product/ Business
Development - Jul ’01 to Feb ‘02 - Management Trainee- Marketing
▪ Sales - Distributors / CFA CAREER SUMMARY
Management & Sales Planning
▪ Project Management & Cross PROFESSIONAL EXPERIENCE
functional collaboration
▪ Team Capability Development Reliance Retail Ltd, Mumbai Oct `21 till Apr ‘23

KEY ACCOMPLISHMENTS Vice-President Marketing – JioMart Electronics

JioMart Electronics is a retail business of Reliance that offers a B2B2C & B2B digital
Reliance Retail Ltd platform for General Trade retailers (Currently over 1 lakh+ retailers enrolled) and a
▪ Established value B2C E-commerce
Integrated GTMconsumer
Strategy business that retails a large range of electronics product
Role:
proposition of a new B2B2C Creative Strategy & Communication Development- ATL/BTL
business ▪ Develop Marketing & Brand Communication Strategy - For each sales channel to
Category / Brand Management
drive consumer/retailer awareness & engagement
▪ Planned Retailer onboarding Media Planning- TV, Print, Digital, Radio & H
initiatives to enroll 1 lakh+ ▪ ATL/BTL Marketing Calendar - Plan Print, Sales Events & BTL activities
E-Com Marketing
▪ Retailer acquisition (Funnel Conversion, SEO, SEM, Analytics,
- Develop Value Proposition content to drive retailer onboarding,
retailers in 1 year
Content
create testimonials, generate leadsCRM,
Management, CDM, throughReviews Management, ORM,
database targeting
▪ Effective Daily communication to
increase retailer participation &
UI/UX Development
▪ Content Management&- Communication
A/B Testing)Content/Creatives Creation & Management
penetration Digital Marketing
across (Digital
all platforms. Films,
A/B testing Bloggers
to measure & Influencers, Publishers,
effectiveness
▪ Created marketing structure, ▪ UI/UX Search,
Display, Development Social
- Ul/UXMedia
design&and
Affiliate Marketing)to improve consumer
content enhancement
onboarded team, made work flow/ Trade Marketing
navigation & Retail Merchandising
& experience
processes ▪ CDM/CRM
Market Research & Consumer
strategy Insights Database Marketing for customer
- Retailer/Consumer
acquisition, retention & loyalty
New Product/ Business Development through Whatsapp/SMS/Emailer/App Notifications
▪ ORM - Social Listening & Response
Managing Internal & External Stakeholders Management for-Advertising
social media escalations
agencies,
▪ SEO/ SEMhouses,
production - Optimize platforms for search. Paid media as per target audience
digital marketing agencies, bloggers, influencers,
▪ Hyperlocal/OOH
publishers, - Online search to offline stores -Google My Business (GMB) & JustDial
companies, consumer insight agencies etc.
▪ In-store activation - In-store merchandising / GSB / Shop branding / Enterprise &
Sales - Distributors / CFA Management & Sales Planning
RWA activation / Conceptualize exclusive stores business model - Sales, cost & ROI
▪ Building Team capability - Lead and enhance functional skills of 17 people 1
 Project Management & Cross functional collaboration
KEY ACCOMPLISHMENTS
Samsung Electronics India Samsung India Electronics P Ltd, Gurgaon Nov `10 to Jul `21
Overall Marketing Head - Consumer Electronics (E-Com) Sep `20 to Jul `21
▪ High-performance ratings in 10 ▪ Planning for 9 CE categories – GTM Strategy, Funnel Planning & Category/ Event
years (60% top, 40% second rating) planning basis traffic, conversion, offers, reviews & competition
▪ Nominated for Global Leadership ▪ Drive traffic - through Upper funnel activities (Celebrity/ Influencer content, Publisher
Course tie-ups, Tech Bloggers, PR, Premium media sites /CDM cohort targeting)
▪ 6 quarterly awards for ▪ Media planning - E-Com, Google, Social, Affiliate etc. SEO & SEM to improvise
Communication Campaigns search and optimize media on ROAS
▪ Samsung Service campaign video
▪ ORM- Consumer Listening & review & plan actions on communication/product/review
became the fastest to reach 100Mn & rating strategy
views for any brand advertising in
▪ CDM/CRM - Customer acquisition & retention initiatives
India & increased brand equity score
▪ Content Management – Communication message /creatives- A/B testing to measure
E-Com Business effectiveness. PDP enhancements (E.g., Video ads, regional content, contests,
▪ M-Series created revenue records celeb/tech blogger endorsements)
for Samsung & Amazon
▪ No 1 in Refrigerator in H1 `21 Product/Brand Communication Head
▪ Doubled share in premium TV i) CE & Mobile (E-Com) & Corporate Jan `19 to Aug `20
category ii) Home Appliances & Corporate Oct `13 to Dec `18
▪ Create communication brief & product positioning - Basis insights from
Consumer Electronics Business
Consumer Research
▪ Convertible Refrigerators - Created a
▪ Develop creative assets - TVC, Digital films, Demo videos, Instagram Celebrities
brand name that is now a sub-
videos, influencer/tech bloggers videos, publisher articles, social, E-com content & in-
category of Refrigerators
store merchandising
▪ Effective communication to achieve
▪ Media Planning - Digital Marketing (GDN, Social, SEO, SEM, Digital Publishers,
No 1 market share in refrigerators
CDM), E-Com, TV, Print, Digital, Radio & OOH) for all national & regional campaigns
▪ 3 -tier communication strategy for
▪ Launch of Galaxy M Series - Digital Films, Bloggers content, Celebrity/ Micro
TV that increased market share
influencers videos, Digital publishers, Social media, PR, Product Videos, On- portal
▪ Communication strategy to achieve
Merchandising with Ecom partners & Paid Online Advertising
No 1 in market share for Microwave
▪ 4 Corporate brand campaigns with 350 Mn+ views– Samsung Service Van,
Modern Retail - Mobile Samsung Voice Forever, Samsung Internet of Things & Samsung Good Vibes
▪ Became No.1 in Value, Smartphone
▪ Managing External Agencies- Advertising, production houses, digital marketing,
& doubled ASP bloggers, influencers, TV, Print, OOH, publishers, consumer insight agencies etc.
▪ Led quarterly terms of trade
closures- Value business target, new Modern Retail Marketing Head – Mobiles Nov `10 to Sep `13
product launch plan, Promotions, ▪ Business planning/ negotiations with retail chains – Revenue/ Quantity/ Share/
Advertising & Retail visibility with all Marketing Investment Strategy & Activities
retail chains. ▪ New products GTM launch plan & execution
▪ Placed 1200+ exclusive retail ▪ Monthly Marketing Activities- Advertising, promotions & retail fixtures
fixtures

PepsiCo India Foods Division PepsiCo India- Foods Division Nov `07 to Nov `10; Jul `01 to Aug `05
▪ Received Revenue Management Head - Revenue Management & Shopper Insights Jan `10 to Nov `10
Award in PepsiCo AMEA for ▪ Plan strategic new pack-price launches for each product/channel to drive growth,
category planograming & pack-price share & profitability
strategy
▪ Collaborate with brand, R&D, production & finance team for development of new
▪ Lays became No 1 Top of Mind pack prices
brand in snacking category
▪ Plan discount/trade spends strategy for all channels & implement through
▪ "Above & Beyond" Award for 2012 commercial guidelines
World Cup promotion
▪ Commission insights research for testing new pack price proposition & shopper
▪ Awarded for Best S&D Festive Sales
journey insights
practice
Head- National Trade Marketing Nov `07 to Dec `09
▪ Plan GTM for launch of all new product & category launch
▪ Plan national trade marketing programs/trade schemes programs for all channels
▪ Plan annual in-store retail merchandising infrastructure required in market to
deliver business objectives
2
KEY ACCOMPLISHMENTS
Metropolitan Media Metropolitan Media (JV of TOI & Hindustan Times) Dec `06 to Oct `07
(JV of TOI & Hindustan Times) Brand Manager
▪ Launched a new newspaper -Metro ▪ Launched New Newspaper - in Delhi (Metro Now)
Now ▪ Brand communication via print, radio & outdoor

Mother Dairy India Mother Dairy India Oct `05 to Nov `06
▪ New price promotion strategy that Brand Manager- Ice-Creams
made growth records & improved
▪ Communication strategy & GTM of new products/flavors
profitability by 10%+
▪ Pricing & promotion strategy – based on revenue. P&L targets
▪ Deliver monthly sales plan - with S&D, production & supply chain
ACADEMICS
▪ Master's Degree in International
PepsiCo India- Foods Division Nov `07 to Nov `10; Jul `01 to Aug `05
Business (1999-2001) from Dept of Area Sales Manager- North Punjab Jul `04 to Aug `05
Commerce, Delhi School of ▪ Manage distribution infrastructure- one CFA, 45 distributors basis distribution
Economics, University of Delhi objectives
▪ Bachelor's Degree in Electronics
▪ Weekly, monthly & annual sales planning - products, infrastructure, revenue, sales
(Hons) (1995-1998) from Delhi
promotion & manpower
University
▪ Lead, motivate & build capability - 9 Sales Officers & over 200 salesmen

Assistant Brand Manager – Lay's, Uncle Chipps Mar `02 to Jun `04
▪ New product/new flavor launch GTM - Communication development, Media
+91 9818557003; 8104842837 Planning ATL & BTL
▪ Manage financials - P&L, profitability and A&M spends
▪ Monthly sales planning -with S&D and supply chain
[email protected] ▪ New Product Development - New product/flavors with R&D & insights team

Executive Trainee Jul ‘01 to Feb `02

▪ Worked on various projects in Marketing, Sales, R&D & Supply Chain
www.linkedin.com/in/jatinder-
singh-20yrsexperience