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Kap Varma - Interim Manager

Work Experience

An experienced marketer with a background in FMCG and Direct Marketing with blue chip multinationals and SME’s across food, health & beauty and tobacco industries. Developed and implemented business building strategies, led new product development projects from concept to market introduction and experienced in running major marketing campaigns. A strong all round leader with an entrepreneurial and committed attitude who has held both interim and permanent senior roles.

Key skills Competencies
• Strategic planning - Translates vision into practical and measurable plans.
• Problem solving – Able to identify problems and identify practical imple4menrtable and measurable solutions.
• Leader & Motivator - Gives clear direction, leads by example and working with team, understanding group and individual dynamics.
• Financial Management – Understands and works with P&L’s, has managed multimillion functional and marketing budgets.
• Negotiator – Identify key negotiating points and focuses on these with suppliers and customers.
• Adaptable – Adapts to changing situations or different organisations. Manages change by focussing on the objective.
• Management of 3rd parties – Works with suppliers both service agencies and manufacturers to achieve specific and desirable outcomes.
• Project management & Operation– Makes things happen. Has managed national “above” and “below the line” campaigns, as well as capital projects in the UK and abroad.
• Marketing Strategy – Has the ability to build a strong strategy around a core marketing concept and roll this out into a cohesive plan. This has been done with leading brands in the UK including Camel, Batchelors, Fray Bentos and growing SME’s including Café Direct.
• Product development - Experienced at taking product concepts through product and marketing development process to launch, including new brands, range and line extensions. Including Ragu, Silver Spoon and Goldshield.
• People management and development – Have led teams of 50 plus, across geographic boundaries, with responsibility for recruiting, motivating, coaching, developing and directing to meet objectives.
• Presentation and Communication – Experienced formal and informal presenter to all levels of stakeholders including Plc board.
• Change management – Managed the transition of Goldshields operating base from the UK to India, handling staffing and operating issues in the UK and India.
• Market knowledge – Developed strategy across alternative market places including food, health, tobacco, health & beauty and food technology.

The Really Healthy Company October 2009 to April 2010
Interim Business Director
Job purpose
• To add management, marketing and sales strength to the board.
• To build the company’s business outside the internet.
• To grow the internet business
Achievements:
• Negotiated product listing into leading health market retail and wholesale accounts, including Tesco’s subsidiary The Nutri Centre.
• Introduced performance measures and incorporated these into management reporting resulting in a greater focus on the business by the owners.

Offshore Distribution and Fulfilment August 2008 to Sept 2009
Interim Managing Director
Job purpose
• To manage this fulfilment business and reverse its decline.
Achievements:
• Improved service levels from 65% to 95%, resulting in reduced miss picks, packages lost in transit, more time spent on the business and less on resolving issues and improved client relationships. Overall faulty service packages were reduced from 9,000 per week to 1,250.
• Reviewed business skill set requirements, retrained, recruited and made redundancies.

Goldshield Plc June 2008 to Sept 2008
Project Consultant
Purpose of role
• To project manage the introduction of new products.
• To develop the marketing strategy for the introduction of these products through diect channels of distribution.
• To lead the India and UK based logistics project team to achieve launch requirements.
Achievements:
• Successfully brought to market a range of natural healthcare products, coordinating the launch logistics, including the management of a complex supply chain involving Indian and UK based suppliers.
• Presented the business with a multi channel marketing strategy through on line, e-mail and catalogue medium.

D Macintyre & Sons Feb 2008 to June 2008
Interim Head Of Marketing
Purpose of role
• To review current communications activities and develop and implement new strategy.
Achievements:
• Developed a new communications strategy by focusing on the emotive needs of the customer.
• Implemented the strategy across consumer and trade advertising, PR activity, on pack and in store.

Freelance Consultant Mar 2007 to Dec 2007
Purpose of role
• Working with SME to develop strategic plans, launch products and add managerial experience to businesses.
Achievements:
• Developed and introduced new products to Simply Supplements direct to consumer web and mail order portfolio.
• Developed the launch strategy for the introduction to the pharmacy trade of a new feminine hygiene lubricant medical device for a start up SME.
• Undertook a feasibility study for a supplements business to relocate its business from the mainland to Offshore. The result of the study was to retain the business in the UK.

Higher Nature Sept 2006 to Mar 2007
Interim Head Of Marketing
Purpose of role
• The company had effectively hit a ceiling in its development and growth had plateau. It was now seeking new ideas to help it move forward.
Achievements:
• Implemented retail strategy increasing sales income by 28%, by developing in store presence and expansion of sales force coverage and achieving retail business growth of approx. £300,000.
• Doubled customer recruitment response levels to 4.3% by introducing intelligent database mining and effective customer recruitment and reactivation tools.
• Increased top line sales, by 19% (Approx. £2 million) by re-launching the main customer communications vehicle and introducing online sales and communications strategies.

Goldshield Plc June 2000 to Aug 2006
Director
Purpose of role
• To lead the strategy of the direct marketing business.
• To manage the business through a significant period of change.
Achievements:
• Developed strategies to increase gross margin from 70% to 75%, by changing product mix focus and introducing new high end products.
• Transferred customer and back office functions to India, reducing cost base by 17%.
• Introduced web marketing to the direct to consumer business and grew online share of business to 24% of all income.
• Recruited new customers and increased the return on investment from existing customers through focused targeted database strategies. Introduced database strategies to maximise the return from existing database and recruit new customers.
• Reversed negative profit and grew profit by 125% through the implementation of effective retention and acquisition strategies.

EARLY CAREER
Café Direct
New Product Development Manager 12/99 to 06/00 Interim

Cork International
Marketing Controller 05/99 to 11/99 Interim

Philips Consumer
Business Development (Sales) 02/99 to 05/99 Interim

British Sugar plc
Business Development (New Products) 05/97 to 02/99 Interim

R J Reynolds Tobacco (UK) Ltd
Marketing Director - UK & Ireland 1994 to 1996 Perm

Pacific Asia Technologies Inc
European Marketing Manager 1992 to 1996 Perm

Unilever plc (Brooke Bond Ltd)
Group Marketing Manager 1988 to 1992 Perm

Smith & Nephew Ltd
Product Marketing Manager 1981 to 1988 Perm

LRC Products Ltd
Product Manager 1978 to 1981 Perm
(Now SSL International)

Education

South Bank University – BA Business Studies

University of the South Bank – CIM Diploma

Open University – Professional Certificate of Management – Finance Module

Skills

Marketing strategy, marketing operations, inter personal relationship building, research management, project planning and managing, team leading, campaign management, customer centric attitude, change management, formal and informal presenting, negotiating.

Languages

English

Other

Member of The Chartered Institute of Marketing, Helping younger people to develop (Mentor to CIM Members, registered with Growing Ambitions, Cricket; football, Tudor history non – smoker. Former School Governor and vice chair.

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