Monika Datal

Responsible for portfolio design and media deployment for Pond's Hand and Body Portfolio worth INR 1000Cr

• Responsible for strategic mix designing for INR 400 Cr annual TO portfolio across post-wash, premium & core for Dove Hair, South Asia
• Strengthened brand power by 100bps: , 19bps & 200bps market share (value) gain in Wash and Care respectively (MAT MQ'25)
• Designed and delivered 1st ever scalp+ premium mix for Dove, fully validated with 3Y delta projection ~INR 30Cr.
• Designed green tested communication for Dove Hair’s flagship variant driving consideration for brand. Led 2D pack relaunch for Dove shampoo.
• Crafted green tested proposition & communication to drive conditioners penetration to grow category; validated with non-users.
• Received OPS rating 125; amongst the top-rated brand managers for Dove Hair globally for year 2024.

• Accountable for managing INR195 Cr of annual trade spends for Hair Care portfolio for All India GT channel.
• Delivered 170 bps share gain and reached highest ever market share of 54.4% in wash and care in Mar’22 by identifying and investing in opportunity cells leading to premiumisation within segments.
• Delivered 17% cost savings basis understanding of channel growth levers while maintaining distribution and share
• Responsible for building and scaling niche segments- hair masks, clean beauty, and serums in General Trade.
• Received OPS rating 125; top rated customer marketing manager for year 2022 for best performance.

• Responsible for managing business with annual turnover of 250+ Cr. for Personal Care division in Mumbai.
• Led a team of 9 executives, 300+ salesmen spread across 11 customer/distributor locations in Mumbai & Thane
• Stabilized infra: 0% distributor attrition down from a yearly average of 10% in preceding 3 years.
• Increased customer profitability by 400bps, reduced cost of operations by fixing slack & optimizing resource utilization
• MAT and JQ’20 volume share gain of 500bps & 900 bps in Shampoo, 141bps& 231bps in Oral in Mumbai (IMRB )

General Trade growth playbook for Mumbai, HUL

• Designed growth blueprint for Mumbai-Pune by de-averaging cities into 29 smaller nano-geographies
• Clustered similar localities into one nano-geo-defined by areas covered, GT share, LSM type & category performance
• Identified opportunity at category & nano-geography level by combining demographic (Nielsen)& internal sales data

Lakme Launch Playbook (Unilever Nepal)

• Created Lakme launch playbook; Designed portfolio & GTM strategy with intensive market & consumer work
• Identified best-fit channel design, in-store marketing plans to curate viable business case for senior stakeholders

Trade Marketing, Redesigning launch channel strategy

• Analyzed trade profitability across dimensions to design ROI-positive strategy for retail partners to maximise launches.
• Quantified channel-category market coverage ambition by correlating penetration with physical distribution at state level

Brand Management: Designing 6P for CIF Floor Cleaners

• Carved consumer segment based on usership, identified ideal TG. Completed 60+ live and virtual CHVs
• Identified current need gaps in market by combining key choice drivers and current in market offerings
• Recommended key product differentiators based on consumer’s usage patterns; Identified TN as pilot geography