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ALAAP SHETH
Mobile : +971-52-9583434 (UAE); +91-9820888336 (India)
E-mail: [email protected]
OVERVIEW
A Competent Result Oriented Professional with nearly 7 years of work experience in Category Management,
Brand Management, Product Marketing, Channel/Trade Marketing, Communications, Advertising, Promotions,
Event Management in Dubai, UAE and in MEP Designing, Consulting & Contracting in Mumbai, India.
Have headed the Sony Digital Still Camera (Cybershot) & SLR Camera (Alpha) categories for UAE in Jumbo
Electronics Co Ltd LLC as Category Manager, with annual turnover of USD 60mn. Expertise in Trade
Marketing, Media planning and Promotional Campaigns in order to increase market penetration and market
share across diverse sales channels (Power Retail, Dealer, Wholesale, Institutional, Export), New Product
Development & Vendor Management. Have successfully managed the Sony Home Audio Video (Home Theatres,
DVD Players & Recorders, Hi-Fi Systems)
CAREER PROFILE
MEP Services
Designing
Vendor
Management
Tendering,
Budgeting,
Planning
Project Execution

Key Deliverable:

Planning & Designing MEP Services for building projects (Residential, Commercial,
Hotels, Resorts), working in sync with Architects, Civil, Structural and Interior
Designing Consultants.

Planning, budgeting and preparation of tenders

Co-ordinating with client, PMC (Project Management Consultant) and Architect to
ensure smooth execution of projects and timely completion of work.

Have independently handled Executive Residential Green Projects in Mumbai,
Hotel & Resort Project in Mahabaleshwar,Maharashtra, Township Projects in
Nagpur,Maharashtra.

Category
Management
Trade Marketing
Brand Marketing
DELTA ELECTROMECHANICAL PVT LTD, Mumbai, India
Position held: Project Manager (MEP)
JUMBO ELECTRONICS CO LTD (LLC), Dubai, UAE
Positions held:

Category Manager (Sony),

Brand Manager (Sony),

Retail Operations Executive (Jumbo Retail)
Key Deliverable:
Media Planning

Headed the Sony Cybershot (Digital Still Cameras) and Alpha (Sony SLR & NEX
Cameras) business for UAE, with an annual turnover of over USD 60mn.
Marketing Budgets

Advertising &
Promotions
Responsible for achieving top lines & overall profitability of the business through
aggressive marketing & promotional activities and sustaining and growing market
shares across various sales channels.

Headed the Sony Home Audio Video business for UAE, with an annual turnover of
USD 25mn.
Public Relations

Retail Profitability
& KPI Management
Formulating and implementing Trade marketing strategies across key channel
partners (Power Retailers, Dealers) to enhance visibility, increase sell-in thereby
promoting Sony products against competitors'.

People
Management
Driving sales through dedicated channel sales team in order to achieve targets,
monitoring of sales targets, formulating incentive schemes for sales team and
trade channel partners.

Media planning for Sony for UAE, including press, television, radio, online & other
media.

Conceptualisation, designing and execution of Pan UAE Promotional campaigns
Special Projects &
Corporate
Initiatives

Planning, execution & managing various Media Campaigns (Sony Buy-Win-Fly Campaign in July 2009, Sony
Festive Mania in November 2009, DSF Everyone-Wins-with-Sony FIFA Campaign in February 2010, DSS
FIFA 2010 Campaign).

Planning & allocating resources, conducting and organizing sales promotional activities for brand building
and market development effort

Handling Visual Merchandising to enhance product display/promotion and increasing retail sales.

Reviewing and interpreting competition after in-depth analysis of market information to fine-tune marketing
communication strategies

Planning & controlling the Marketing Budget

Negotiating with Principle & channel partners to maximise space buying & increase market visibility &
presence

Analysing latest marketing trends and tracking competitors’ activities and providing valuable inputs for fine
tuning sales & marketing strategies

Working with the CEO on Special Projects & Corporate Initiatives.

Set-up 800 Jumbo Call Centre – a first time initiative.

Handled Retail Operations for 28 stores across UAE.

Responsible for preparing Store-wise budgets & monthly targets and reviewing them on monthly basis

Designing Training & Development modules and implementation

As a part of Retail Operations, involved in decision making on manpower planning, recruitments &
allocation.

Involved in planning & creating Sales Incentives schemes for Retail Stores staff & merchandisers.
Significant Highlights:
 Functioned as In-charge for GITEX (The biggest Consumer Electronics Fair in Middle East):
o
For GITEX 2008, handled Dell Computers

Aggregated sales of AED 3 Mn in 7 days (38% growth YOY)
o
For GITEX 2009, handled Sony (Consumer Electronics)

Aggregated sales of AED 1.5 Mn in 7 days
o
Jumbo Warehouse Sale (Sony)

Aggregated sales of AED 1.7 Mn in 3 days
o
Reduced ageing inventory from AED 3 Mn to AED 500 K over a span of 6 months
SCHOLASTICS



2005-2007: Post Graduate Diploma in Business Management (PGDBM – Marketing & Retail) Welingkar Institute of Management Studies & Research, Mumbai
2001-2004: B.E (Electronics) - Rizvi College of Engineering, Mumbai
1998-2001: Diploma Engineering (Digital Electronics) - Bombay Institute Of Technology, Mumbai
PERSONAL DOSSIER
Date of Birth
Languages
Driving License
Interests
:
:
:
:
10th September 1982
English, Hindi, Gujarati, Marathi, Bengali
Valid UAE driving license
Sports (Cricket & Tennis), Music, Travel, Fashion, Automobiles
Current Address
:
Mumbai, India
Willing to relocate to UAE.