VIKAS MIRGANE
Pune
Summary
I am a consumer insight professional holding 11+ years of experience in consumer marketing insights, brand building strategies, and consulting. My key skillset includes Brand Health Evaluation, Product & Concept Testing, Claims Testing, Pack Testing, Usage & Attitude Studies, Customer Segmentation, Customer Experience Mapping (CX), Creative testing (Link), Pre- Post Campaign Evaluation, Consumer Journey Mapping, UI/UX Studies, and Shopper Studies. Currently associated with Amazon as a Consumer Insights Lead and involved in consulting to stakeholders from India & other Asia Pacific markets.
Overview
10
10
years of professional experience
Work History
Consumer Insights Lead
Amazon India
10.2022 - Current
- Lead design and execution of primary research studies (leveraging both quantitative & qualitative methods) to generate actionable insights and recommendations for stakeholder teams (Brand, Marketing, Customer Acquisition, Content Development etc.)
- Applied sound research and business acumen to help the business not just solve complex questions but - Design scalable and nimble mechanisms that help scale qualitative research solutions, tools and processes
- Tracked and measured content performance against viewership and engagement goals, reporting actionable insights; develop a data-driven understanding of categories, formats, and creative tactics that make content successful
- Partnered with content team leadership to leverage data-driven insights to inform content development, programming and product strategies
- Translated complex data sets into a clear and compelling written narrative and recommendation to International Prime Video leadership Developed and execute research projects to understand reader needs and cultural trends
- Build and refine mechanisms to measure and validate content appeal Built and managed relationships with internal stakeholders (brand and marketing teams) and external agency partners and insured successful execution of research projects (domestic and global)
- Worked with business intelligence partners to develop reporting (dashboards) and refine data-sourcing and gathering
- Brand Health Tracking: Developed a bespoke India Brand health tracker get appropriate customer representation and meaningful insights for the brand and marketing teams
- Customer Segmentation: Designed and executed a customer segmentation for Amazon prime India which helped the content marketing, acquisition and development teams to make informed decisions to serve the customers better
- Marketing measurement: ran a measurement project to analyze campaign performance
Manager, Research & Experimentation
General Mills (CPW- Joint venture between Nestlé & General Mills)
06.2022 - 10.2022
- Brand health tracking – led a monthly brand health tracker for 11 markets across Europe and rest of the World for CPW
- Packaging testing module – Built a DIY packaging testing tool which captures system 1 responses towards the packaging along with capturing virtual shopping behaviors in supermarkets
- Team handling – Led a team of 7 research executives across India and Switzerland
Manager – Consumer Insights
Nielsen India Pvt. Ltd.
04.2020 - 07.2022
- Worked with top companies across the globe to Define, Build and Manage their brand for profitable growth with the help of Nielsen's holistic Winning Brands and ConsumerIQ (CX) modules
- Helped client's brands to resonate and engage with consumers, consistently and coherently across touchpoints, and to deliver their short-term objectives, and to built the brand in the long term
- Worked and gained proficiency over Nielsen's latest simulation tools along with advanced analytics and data visualization tools such as SPSS, Tableau, Survey Reporter, Resolve and PowerBI
- Provided training to the subordinates to effectively use statistical multivariate techniques – Factor Analysis, Conjoint Analysis, Cluster Analysis, Regression Modeling, Max-Diff Analysis, Price Sensitivity Modeling (PSM), etc.
- Inculcated the research culture within a team by leading and mentoring a team of 6 members and assessing training and development areas for them
Team Leader – Consumer Insights
Transparency Market Research
06.2018 - 03.2020
- Project Management – Ensured the smooth end-to-end execution of market research projects, starting with questionnaire designing, field briefing, devising analysis plan, and the related coordination for completion of projects
- Client Servicing – Responsible for end-to-end client servicing right from gathering their requirements to managing the end-to-end research process along with post-sales support
- Team Handling & Mentoring – Inculcated the research culture within the team by leading and mentoring a team of 5 members and assessing training and development areas for them
Associate Manager – Market Research
Avery Dennison
03.2016 - 06.2018
- Long Term Growth Strategy – Broadly analyzed key business problems and provided data-driven solutions for developing best practice initiatives, the key value drivers, competition, etc
- Competitive landscaping – Identified and tracked competition data variables for capacity augmentation such as financial appetite, M&A, aspirations, and goals, balance sheet analysis, market share in various geographies, debottlenecking, a team on the ground, etc
- Product Benchmarking – Analyzed competitor's products in terms of every aspect including, price, margins, quality, applications, formulations, distribution, key buyers, regionwide market share & level of penetration, etc.
Assistant CMI Manager
Kansai Nerolac Paints Limited
11.2013 - 03.2016
- Worked as a voice of consumers on the projects and initiatives that were assigned to me along with the brand teams, and other cross-functional project teams like R&D, finance, and technical insights
- Developed Brand and Consumer insight/expertise; relentlessly applied this knowledge to build growth as well as infuse this knowledge across stakeholders
- Worked on brand health tracking assignments to gather insights on seasonality and product performance in all the territories across the Indian market
- Worked with research suppliers to consistently deliver their best efforts: deliver actionable, clear, value-added understanding
Education
MBA: Marketing Management And Research -
Department of Management Sciences, PUMBA
Pune, India06.2014
Bachelor of Science: Electronics Technology -
Shivaji University
Kolhapur, India06.2011
Skills
- Storytelling
- Brand Strategy
- Consumer Insights
- Brand Management
Languages
English
Marathi
Hindi
Technical Knowhow
- Certificate course in SPSS, Tableau, and Survey Reporter
- Advanced Excel (VBA)
- Power BI
Personal Information
Date of Birth: 09/09/89
Timeline
Consumer Insights Lead
Amazon India
10.2022 - Current
Manager, Research & Experimentation
General Mills (CPW- Joint venture between Nestlé & General Mills)
06.2022 - 10.2022
Manager – Consumer Insights
Nielsen India Pvt. Ltd.
04.2020 - 07.2022
Team Leader – Consumer Insights
Transparency Market Research
06.2018 - 03.2020
Associate Manager – Market Research
Avery Dennison
03.2016 - 06.2018
Assistant CMI Manager
Kansai Nerolac Paints Limited
11.2013 - 03.2016
MBA: Marketing Management And Research -
Department of Management Sciences, PUMBA
Bachelor of Science: Electronics Technology -
Shivaji University
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