arshdeep kaur_cv1
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ARSHDEEP KAUR Curriculum Vitae
Email ID: [email protected] Mobile: +91-9833462256
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ASSISTANT BRAND MANAGER, PROCTER & GAMBLE (Wella Care & Style) 24 months (July 2013 - present)
Managed brand strategy, demand creation, marketing initiatives, pricing, ER, print & digital advertising, trial & sampling
Delivered growth of 35 pts (6 pts ahead of target) in FY1314; 34 pts in FY1415. Current business size – INR 60 cr per annum
Led business review to identify opportunities to strengthen the spa service and business fundamentals
New product launches
Led launch of Oil Reflections in Jan ’14 –designed toolkit for marketing strategy for whitespace entry, managed creative agency, created advertising & digital plan and organized bloggers’ meets
Currently leading launch of a line extension in P&G Salon Professional
Social Media Management
Kickstarted the Digital Plan for P&G Salon Professional – developed content strategy and calendar
Liaised with digital agency to ensure alignment of digital activity with KPIs
Other Projects Led multi-brand project on creation of standardized FMOT designs & developed execution guidelines
Led a project on POSM Optimization using customer journey mapping & design thinking; projected savings: 50%
Summer Internship (Marketing): COCA-COLA INDIA PVT. LTD (April – May 2012)
Brand Activation of Coca-Cola: Implemented an activation strategy in existing and expansion markets
Activated a university campus, a mall, a landmark location; Conceptualised & executed a radio show from scratch
Coordinated installation of 300 Vision-2020 outlets, 4 Happiness Stations, and Shrink Sleeving Project
Coordinated with multi-functional teams including sales, marketing, merchandising, advertising, packaging, legal
ENTREPRENEURIAL EXPERIENCE (E-commerce) (October-November 2012)
Co-founded mypatakhe.com, Gujarat’s 1st online portal for Diwali firecrackers (as 2nd year student at IIM Ahmedabad)
• Earned 24% profits in 2 months with zero product returns
• Featured in national print and electronic media- covered by TOI, India Today, DNA among others
EDUCATION
PGDM IIM Ahmedabad 2.74/4 2013
B.E. (Electronics & Electrical Communication) Punjab Engineering College, Chandigarh 8.27/10 2011
XIIth (CBSE) Govt. Model Sr. Sec. School, Chandigarh 86.4% 2007
Xth (CBSE) St. Anne’s Convent School, Chandigarh 92.2% 2005
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MEDIA SECRETARY & Member, Student Council IIM A – Elected by 436 students 2012-13
• Spokesperson for all student events, including IIMA business and cultural fests; coordinated with over 20 media houses
• Selected and led a team of 15 members comprising 7 PGP2s and 8 PGP1s
• Revived IIM-A’s monthly newsletter – WIMWI CPeaks – connecting students, professors, alumni
Social Media Outreach
• Kickstarted IIM-A’s Social Media Outreach Program on Facebook, Twitter, Google+, Wikipedia, etc
• Peak reach of 95000+ on Facebook, 500000+ people on PaGaLGuY, 200000+ people on MBAUniverse
• Revamped IIM-A’s official blog – insideiima.wordpress.com (200% increase in number of posts)
Regular Operations
• Arranged 12 bulk discount deals of newspapers/magazines, Welcome Kit for incoming batch of 2012
• Coordinated with Global Partnerships Office to participate in 10 Indian & International B-School surveys
Undergraduate School (Punjab Engineering College)
• Head, Event Coordination, ‘Entrepreneurship Development Circle’, TechFest-2009, PEC, footfall of over 10,000
• Head, Event Coordination, ‘Raise from the Wreck’, PECFest-2009, footfall of over 15,000 (100% participation increase)
ACADEMIC ACHIEVEMENTS
Competitive Exams
99.98 percentile in CAT; final admission offers from 6 IIMs, MDI, IIFT
99.66 percentile in XAT; final admission offer in XLRI (BM & HR both)
Among top 1.5% in IITJEE (AIR 3692); top 0.5% in AIEEE (AIR 3085, State Rank 67)
2011 2011 2007
Academic Performance
Awarded ‘A’ grades in ‘Consumer Behavior’ & ‘Marketing Research’ subjects, IIM-A
Awarded ‘A’ grade in ‘Mathematics I’ & ‘Mathematics Honors’ courses, PEC
Recognized for ‘outstanding academic performance’ in AISSE by CBSE
‘Credit’ in English in the International Assessment by the University of New South Wales
2012 2008 2005 2000
ELECTIVE COURSES and ACADEMIC PROJECTS Took marketing electives Pricing, Retail Management, Marketing Research & Info Systems, Neuroscience & Consumer Behavior
Project 1: Analyzed consumer behavior, identified critical attributes, conducted gap analysis; awarded ‘A’ grade for the project
Project 2: Analyzed effect of suggested price point donations received by organizations; identified optimum price point for Prayaas
EXTRA CURRICULAR ACHIEVEMENTS
Sports • Awarded ‘Second Best Athlete-Girls’ during 61st Annual Athletic Meet at PEC
• Won Silver in 100m, 200m, 400m & Bronze in 800m, 62nd Annual Athletic Meet, PEC
• Third position in Annual Intra IIM-A Table Tennis tournament
2008 2009 2012
Others • Gold Medal, Intra school level, Anchor Design A-Kit Contest, went for Nationals
• Lead Singer, School Choir, St. Anne’s Convent School
2001 2005
IIM-A Clubs • Member, Media Cell and Member, Niche- the Marketing Club in first year at IIM-A 2011