SIDDHARTHA KUMAR SINGH
Global Brand Director
Ottawa,ON
Summary
17+ years of experience in Healthcare and consumer goods sales and marketing across prescription, OTC and Nutrition categories. Worked in 5 country specific roles in India, South Africa, Thailand, Singapore and currently in Canada. Have worked across different marketing capabilities like CRM, equity, operations, innovation, sustainability, and medical marketing.
Overview
16
16
years of professional experience
4
4
years of post-secondary education
Work History
Global Category Director
IFCN Global Category
Kanata, Ontario
09.2022 - Current
- Establishing Operational Excellence in Nutrition Business unit:
- Developed and implemented end to end operating model for global marketing and innovation by closing gaps in awareness, understanding, capabilities and execution.
- Established and rolled out global success model for nutrition BU by co leading with relevant functions which is now used as a guiding document for all regional and country marketing and sales executions – Brand marketing, GTM, Media, CRM, Medical channel and trade marketing.
- Building 5 year Strategic plan for the Nutrition BU:
- Developed cross-functional 5Y plan with an ambition of 7% Net Revenue CAGR (2022-2026) and GM% enhancement from 61% to 65%, with COP improvement from 22% to 28%.
- Leading the operations of 5 year strategic plan by a detailed global score card for tracking and evaluating the progress globally with key focus on top 5 markets – US, Mexico, Thailand, Philippines and Canada.
- Developing Global Marketing Capabilities:
- Working as a lead for Global Marketing Excellence committee to develop 21st century Marketing academy for talent career development and retention
- The Academy to go live in October’21.
- Leading and developing new Brand purpose and strategic lock for Enfamil globally, to go live in Q4’21.
- External risk management agenda management:
- Co-Leading the external agenda and framework for Nutrition business unit with the regulatory and external affairs teams
- This includes roll out of The Nutritional Institute for Health Care professionals, NGOs and regulatory bodies.
- Leading the Sustainability roadmap for Nutrition BU.
- Developed the 5YP roadmap for sustainability across Product, environment and Societal impact pillars.
Head of Marketing
IFCN
- Working as Head of Marketing for TH’s biggest portfolio IFCN (Enfalac/Enfagrow) (138 Mn GBP) and responsible for end to end P&L management, brand equity, medical marketing and CRM.
- Business performance: After challenging couple of year, IFCN business has started to show some strong reads w.r.t shares (YTD Mar’20), overall Milk Powder shares stabilizing with stage 1 recovering with +38 BPS led my medical channel interventions, JUMP GTM implementation, revamped detailing story and BIC CME execution.
- S$S portfolio turnaround with Nutramigen at +658 BPS and GC at +1352 BPS driven by sharp specialty focus, PPE overdrive and JUMP implementation.
- Key deliverables
- Brand communication and equity :
- Developed validated integrated comms including 8 Skills, GUM relevance, RTD superior and base Owy campaign
- Rolled out 1st phase of Fuel The Wonder comms “Rally Cry” with COVID relevance in May’20.
- Successfully rolled out integrated omni-channel communication model basis IFCN Canada learnings.
- Medical Marketing :
- Developed and validated full detailing strategy across portfolio (S&S to routine) as per advocacy level and specialty.
- Structured CME strategy as per advocacy level and instrumental in developing Nurse CME program (Nurse connection) for top 800 KOLs, 1st of its kind initiative in TH.
- Other initiatives include patient pathway work, HCP omni-channel roll out, rotation optimization and clinic activation projects.
- C-ARE overdrive :
- Highest NMA with 63% of the births every year and 66% DSE (highest in the region).
- Successfully developed and rolled out full micro-journeys for all 8 MOMs leading to increased traffic and conversion
- Latest work being dedicated immunity content across touch points.
- Leading Spire plus (Jan’20 ) project targeted to improve the NUA conversions – in 5 months NUA increased from 4% to 7%.
- Implemented strong performance marketing program basis CDP data utilization.
Head of Po1 OTC
Reckitt S.A
- Heading the OTC portfolio for DvM Po1 (212 Mn GBP with Strepsils, Gaviscon and Nurofen) and managing the local S.A OTC business (33 Mn GBP: Key brands: Disprin, Gaviscon, Nurofen, Transact and Strepsils)
- Po1 : Business performance : Overall portfolio grew at +6% (FY 2017) and gained share for both Strepsils and Gaviscon at FY 2017 level
- Strepsils gaining share MoM after 2 years May’17 onwards.
- Gaviscon continues strong share growth momentum across DvM.
- Po1: Deliverables: Delivered strong toolkit for Strepsils Norton, Gaviscon Trigger campaign and Nurofen medical marketing.
- Rolled out validated comms across brands: Gaviscon Trigger campaign, Strepsils versatility and Nurofen.
- S.A OTC portfolio: Changed the business scenario from -2% (YTD June’17) to +4% (FY 2017) led by a strong revival plot for Gaviscon, Disprin and Nurofen.
- Short term : Fixing issues in Pharmacy channel w.r.t to in-store visibility, detailing and promotions.
- Long Term: Put in place Nurofen and Gaviscon revival plot led by impactful campaigns (Nurofen – Targeted pain copy and Gaviscon – Twins adaptation).
Global Brand Director
IFCN Global category
- Current
- Working as Brand Director for Enfamil which is one of the biggest brand for Reckitt, (2.0 Bn GBP)
- The key responsibilities include (not limited to) :-
- Leading the strategy and innovation funnel for Nutrition : With key focus on NA, LATAM and ASEAN.
- Shaping up the strategic vision of the nutrition business unit for a 5+% CAGR
- Managing the earning’s model for the business - +100 BPS COP for the company -2022-2026
- Building the full innovation funnel for next 5 years
- Developing and validation new ideas from screening to full launch recommendations
- Establishing new growth opportunities for the business: Liquids expansion, Immunity need state and maximizing supply footprint.
- Continue leading the sustainability strategy for the Nutrition business unit including product, packaging, and societal impact.
SBM (PO1) Developing Markets
Reckitt S.A
05.2015 - 04.2017
- Handling Power Brand Strepsils (95.2 mn GBP in 2016) for developing markets, across 22 major markets
- Key highlights:
- Turned around the brands performance with 16.4% NR growth in 2016, share gain of 54 BPS after 2 years of share loss, led by Versatility campaign roll out
- Most key markets gained share behind this campaign.
- S.A Q1 offtake growth at 19.6%, MY/SG with 14% offtake growth and 140 BPS share gain and Indonesia with 38.6% NR growth and share gain of 370 BPS.
- Created and delivered the DvM strategy for Strepsils including :
- Communication roadmap for DvM via a clustering strategy (Sweets and Medicine cluster.
- Identified and aligned non-infectious inflection points to drive relevance & consumption.
- Secured penetration driver plot via Low-Unit packs.
- Rolled out Cold and Flu forecasting model in DvM.
- Delivered toolkits for Mr T 2.0 comms,Versatility campaign and LUP (Penetration driver).
Sr. Brand Manager – Health Care
Reckitt India
10.2010 - 05.2015
- Handled brands of all key HC categories like Disprin, D’cold (Lemsip), Strepsils and also launched Gaviscon and Mucinex with strong medical marketing and consumer plot.
- Strepsils 2014 growth at 27% backed by strong 2013 performance (+18%)
- New communication plot on Livewell with Real Doctor endorsement
- Activated first ever Doctor advisory board for strepsils on “Anti-biotic misuse” platform
- Voice association BDIs on Strepsils - Digital campaign on Strepsils on “Speak Up” platform (rated amongst top digital campaigns of 2014)
- GM improvement by 9% in 2015 basis 21% P.I basis strong regulatory strategy
- Launched and qualified Local Success Model for Gaviscon in India : test launch in Tamil Nadu and national launch basis TM success in Q4-2013.
- Developed validated Medical marketing and consumer plot for Gaviscon
- Developed and validated 5 year GM roadmap on the brand from 4% to 45%
- Developed launch plan for Lemsip launch (Consumer plot, HCP plot, GTM etc) under D’Cold brand in 2015
Sales and Brand Management
Ranbaxy
06.2008 - 10.2010
Education
MBA - Marketing Management And Research
NMIMS, Mumbai
India 05.2005 - 06.2007
Master of Science - Microbiology
Pune University
Mumbai, India 06.2003 - 05.2005
Skills
Project Management
Operations Management
Team Management
People Management
Growth Mindset
Marketing and Sales
CRM
Sustainability
Medical Marketing
E commerce
Accomplishments
- Won Reckitt’s Compass Award for developing the Best Global Success Model for Nutrition
- Won GEM (Going Extra Miles) marketing excellence Reckitt award for global talent in 2021.
- Rated as “Very Strong” for 6 years, “Outstanding” for 2016 performance at Reckitt and High potential talent in 2018 and 2019.
- Awarded as Best Brand Manager for Strepsils for 2 consecutive years in 2013 and 2014
- Healthcare category awarded as the best Reckitt India category in 2012 for achieving highest NR growth.
Languages
English
Native or Bilingual
Timeline
Global Category Director
IFCN Global Category
09.2022 - Current
SBM (PO1) Developing Markets
Reckitt S.A
05.2015 - 04.2017
Sr. Brand Manager – Health Care
Reckitt India
10.2010 - 05.2015
Sales and Brand Management
Ranbaxy
06.2008 - 10.2010
MBA - Marketing Management And Research
NMIMS, Mumbai
05.2005 - 06.2007
Master of Science - Microbiology
Pune University
06.2003 - 05.2005
Head of Marketing
IFCN
Head of Po1 OTC
Reckitt S.A
Global Brand Director
IFCN Global category
- Current
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