RAJESH MENON

Mobile: +91 – 9999800682/ +91 – 9818717826; Res.: +91-11-26497180; E-Mail: rajbmenon1@yahoo.com

JOB OBJECTIVE
Seeking senior level assignments in Sales & Marketing, Business Development and Strategic Planning and Sales
operations and Distribution Management, P & L responsibilities

PROFILE SUMMARY
• Senior Professional with over 20 years’ experience in top FMCG, Foods/Beverage Companies in India and Middle
East
• Proficient in conceptualising, implementing plans / objectives in sync with the company vision for achievement
of the targets
• Sales & Distribution Management in FMCG companies with more than 15 years’ experience in Modern Trade
/Food Service/General Trade Function.
• Experience in Category Management & Deliverables in Beverages, processed Foods and Gourmet
• Skilled in managing Large teams (100+) and motivating them for achieving business results and individual
goals
• Hands-on approach in assessing market needs and effectively executing the same programmes with business
objectives.
• Involved in setting-up the training function at the organization and at channel level
• Consistent performer with a proven track record of increasing revenues and streamlining workflow
• P & L management of the region/channels that includes contribution margin and cost to sales.
• Strong Distribution Management for FMCG Products Nationally including General Trade/Food Service/Modern
Trade
• Experience in handling Emerging Channels like ecommerce for grocery retail like amazon, Big basket, Goffers.
• Experience in Industrial Sales like private label operations from NPD to commercialization of the project.
• International Market exposure in US, UK, France, China, Honkong, UAE, Oman,Qatar,Saudi Arabia, Sri –
Lanka,Thailand

CORE COMPETENCIES

Sales Revenue management & Operations:

• Managing complete sales operations from strategic thought to execution of the thought in the trade by
effectively aligning all the stake holders and channelizing them for maximum output by regular intervention
and guiding & helping them to achieve the goal, also providing Toolkits to team to achieve maximum result

Strategic thought& Direction to the Business

• Provide Strategic thought to the stakeholders in driving the business consistently &profitably.
Setting priorities for long term & short term i.e. the need to balance today’s performance with future
opportunity in order to manage risk and navigate through the uncertainty of the business landscape.

Key account & customer relationship management:

• Designing & implementing sales plans and to generate increased achievement of revenue targets by working
out a plan which is win win for customer and the organisation. Building a relationship based on trust with a
common objective of increased revenue, category growth and increased market share

Distribution/ Channel Management:

• Enabling business growth by developing & managing a network of distributors across the country and also
support them for increased coverage of outlets in their geographies. Supporting distributors to control sales
outstanding by maintaining optimum stocks and generate maximum revenues thereby giving them effective
ROI.

P & L Management and effective use of trade spends:

• Managing customer wise trade spends and analysing them and making effective use of the budget by working
out Return on investment and maximising sales with clear objective on contribution margin in the categories.

EMPLOYMENT DETAILS

HRSM Foods Pvt Ltd (New Delhi) Feb 2019- Till date
Co- founder & Director)
(A start-up food company in Manufacturing and marketing of exclusive monofloral honey & bee
products in Domestic & international Markets, handling complete end to end operations like Brand
strategy & marketing plan to product design & aesthetics, also leading the initiative on fundraising
from angel investors & private equity firm)

Handling the entire affairs of the company from designing-planning-execution, this includes
procurement of RM & PM, vendor management, logistics, financial planning & cashflow within the
company, also devising strategy on Go to Market by appointing distribution partners & stakeholders
and Key accounts like Modern trade & on-Premise
 Also leading an initiative on Fundraising by making pitch presentation to angel investors & private
equity firms.

Monster Energy India Pvt Ltd (JV with Hindustan Coca Cola Beverages Pvt Ltd
Director- National Key Accounts, Delhi July 2017-Feb2019

Handling the entire National Key Account Business like Modern Trade, Eating & Drinking Channel, Travel,
Institution, Entertainment & At work channels etc.
• Working in close coordination with Key Account Team of HCCB & Customer to deliver superior results.
• Giving strategic Direction to HCCB Key account teams on Energy drink Category and how to get optimum
results with resources at hand.
• Formulating & Rolling out Annual Business plan for Key account vertical
• Building & developing relationships with all retail customers leading to delivery of Joint Business Plan.
• Ownership of trade spends/ channel A&P budget
• Leading negotiations of business agreement.
• Cross functional interaction with all support functions (Supply chain, Finance, Marketing, Revenue
Management, Legal of HCCB Team & Monster Internal)
• Training of HCCB & Bottler team on Monster Best Practices Across the Globe.
• RTM planning, Value chain closure of all National Key accounts with aim of Delivering Profitable growth.
• Providing Marketing tools to the operations team to get desired results

Field Fresh Foods Pvt. Ltd. (Del Monte Foods Business), Gurgaon/Delhi Nov’08-June’17
General Manager/Regional Manager/North for Food Service/General Trade/Modern Trade/alternate channels (June
2016 to June 2017)
General Manger/Head Modern Trade & Private Label/Ecommerce (June ’13 to August 16)
Deputy General Manager / Head-Modern Trade (Nov’08 to June ’13)

Role: Handling the Sales & Operations for entire channels like Food Service/General Trade/Modern trade,
handling a turnover of more than 200 cr annually, with a team size of 100 people
• Handling Modern Trade & Key Accounts for Del Monte Food Business and conceptualizing & devising strategies
for Sales & Account Management and conducting TOT negotiations and customer acquisition nationally &
regionally
• Executing:
 Trade Marketing Initiatives in major key accounts like branding opportunities, promotions, etc.
 Category wise & channel wise P & L, AOP and ensuring execution of the same in all the key
accounts
 Sales operations strategies nationally
• Generating:
 Yearly Trade Marketing Calendar in line with the objectives to be achieved in addition to
preparation of yearly promotional agenda for Modern Trade and Key Accounts
 Build Capability within Sales Team for ensuring smooth expansion of the business by coaching/
mentoring them to ensure that they are able to perform at the optimum level
• Creating business strategy, translating it into an operating plan and executing it with the aim of enhancing
market penetration, market share and assessing promotions for increasing ROI and ensuring excellent
execution in trade
• Providing strategic directions and inputs as a part of the core team
• Assessing shopper dynamics, category management, trade marketing, customer differentiation and creating
tailor made strategies to win share of shelf in store
• Performing shopper studies, assessing consumer habits and working with cross-functional teams like,
marketing, supply chain and finance teams to develop the brand portfolio keeping the shopper at the top of
mind.
• Forming as well as monitoring sales team to work at all levels and acquiring global best practice, re-applying in
relevant markets
• Extending modern trade business with a strong input on category initiatives, BTL activities and category
leadership initiatives including Space Management, etc.

Highlights:
• Enhanced market shares of product lines by designing promotions and various activities
• Successfully launched Del Monte Brand in Modern Trade in South India
• Built modern trade business for Del Monte right from 0 to 100 cr Business
• Acquired Market share of 10% in ketchup and sauces and 25% share in pasta in major key accounts like Big
Bazaar and Wal-Mart
• Responsible for customer wise profitability by designing product and pack mix in B2B channels
• Initiated private label initiatives for the company in Beverage & Culinary space in Modern Trade
• Started the ecommerce business with activation of Amazon, Big Basket, Gofers and many more ecommerce
companies.

Alchemist Ltd., Delhi Feb’08 – Oct’08

As General Manager (Sales & Marketing)

Highlights:
• Responsible for the launch of Republic of Chicken Retail Outlets across Delhi & NCR
• Played a key role in setting up retail and HORECA Sales & Distribution Model in PAN India
• Administered Sales & Marketing Functions of Institutional & Retail Sales of processed Chicken & Meat Products
in cold chain environment and established Cold Chain Distribution model on Pan India basis
• Liaised with large HORECA outlets & Modern Trade outlets and responsible for deliverables i.e. target &
collection
• Generated:
 Distinctive marketing strategy & build a system to monitor brand performance
 Relationship with agency partners (advertising / PR firms) to execute marketing plans
 Insights based positioning strategies, value propositions, communication plans, etc.
 Strategy on budgeting, pricing and cost management
 Events concepts & converted them into large properties for enhancing image & increasing saliency
and developed new revenue stream for Republic of Chicken brand
• Maintained track on evolving consumer needs through multiple sources and researches
• Strategized & executed brand promotion budget, media planning; handling all media activities - print, radio,
outdoor & other PR activities and events
• Successfully launched 10 Republic of Chicken outlets in Delhi, alternatively built a new revenue stream for
frozen products in HORECA, & Modern Trade Channel for Branded Chicken Products.

PREVIOUS EXPERIENCE
Kohinoor Foods Ltd., Delhi Feb’06 – Oct’07
Manager (Sales - National) for Food Division

Narang Hospitality Services Pvt. Ltd., Bangalore Apr’03 – Dec’05

Cell Head (Bangalore)

Coca –Cola Bottling Company of Saudi Arabia, Riyadh Feb’01 – Mar’03

Sales Supervisor (Riyadh)

Hindustan Coca-Cola Beverages Ltd., Mumbai Feb’97 – Oct’00

Sales Officer (Mumbai)

EDUCATION
• MBA (Marketing) from Mangalore University, Mangalore in 1997(Full Time)
• B.A. (Economics) from Mumbai University, Mumbai in 1995(Full Time)
• Pursuing course on Strategy in International Business from IIFT Delhi

PERSONAL DETAILS
Date of Birth : 25th February 1973
Address : 349, Asian Games Village, New Delhi– 110049
Passport Details : J0042281
Languages Known: English, Hindi, Marathi, Kannada, Arabic and Malayalam
LinkedIn Address: http://linkedin.com/in/rajesh-menon-750640a
Website:www.rajbmenon1.com

Projects: Demand Fulfilment strategies In Modern Trade (Live project in Field fresh for a period of 2yrs

PROFESSIONAL ENHANCEMENTS

• Career Advancement Programme -

 Digital Marketing certification from MSME 2019
 Customer Relationship Management (CRM) in Saudi-Arabia
• Cleared Training of Brands & Packages in Saudi Arabia with distinction
• Attended:
 Asia –Pacific Conference (Red Bull GMBH) in Dubai
 Workshop on Leadership conducted by FICCI in Delhi and Product Recall & Food Traceability in
Food Industry conducted by SGS
 High Impact Presentation by Dale Carnegie Training - Workshop
 Situational Team Leadership by Ken Blanchard
 Finance for Non- Finance
 Crucial conversations by Vital Smarts

CERTIFICATION

• Certification in MS Office from Datapro with Proficiency in Excel, PowerPoint, SAP

• Certification on leading High performance team from ISB (Mohali Campus),Nominated by Field fresh Foods