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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.