Bangladesh
I have always been more interested in why a market behaves the way it does than in the campaign that follows. That curiosity drove 8 years of work, from consumer insights to brand strategy to leading planning cycles and business cases for some of South Asia's most competitive categories. At Marico, Nestlé, and Perfetti Van Melle, I managed P&Ls, led annual and long-range strategic planning cycles, and advised senior leadership on investment prioritization and portfolio decisions. My most satisfying moments were never the campaign launches. They were the times I challenged a default assumption, built the case for a different direction, and watched the organization shift course. At Cornell Johnson, I am expanding that instinct into broader strategic contexts, where the same analytical rigor applies to more complex, enterprise-scale problems across industries and functions. I am actively recruiting for MBA internships in corporate strategy, management consulting, and strategic planning. Open to connecting with professionals in these spaces.
Summer Associate (Research, Strategy & AI Augmented Operations)
Parachute Advansed & Parachute Advansed Vitamin E-Enriched Coconut Hair Oil [2024 - Present] Managed Parachute Advansed, the flagship brand of Marico Bangladesh and the second most penetrated FMCG brand in the country. Launched targeted communication against loose coconut oil in key regions, driving market share growth and user conversion. Introduced an NPD targeting fence-sitters seeking an affordable upgrade. Managed a team of 2 brand managers, while mentoring two additional management trainees.
Parachute Advansed [2022 - 2024] Managed Parachute Advansed (PA) – the 2nd most penetrated FMCG brand of Bangladesh and Marico Bangladesh’s Flagship Brand. Launched new communication that leveraged insights from inflationary pressures to boost brand perception. Launched a new pack with a strategically determined price point informed by insights from inflationary spending trends. Initiated an brand depth improvement campaign, resulting in a 29% increase in monthly average sales achievement. Led 3 successful contextual campaigns – PA Women's Day Campaign, PA Mother’s Day Campaign and PA Friendship Day Campaign – all of which performed above target and exceeded the company CTR benchmark – and boosted brand equity. Established a new brand world for Parachute Communication. Achieved the highest TOMA and 1st Choice Consideration in 2 years.
Center Fruit [2021-2022] Launched Center Fruit Apple-Lime – a limited edition variant under PVMBD’s flagship brand – Center Fruit – to create excitement around the brand; Worked in launch of Center Fruit Play – a limited edition variant under PVMBD’s flagship brand – Center Fruit – to capitalize on the World Cup fever; Implemented strategic price adjustments to enhance brand profitability. Launched 2 compelling TV commercials for Center Fruit - PVMBD’s flagship brand. Led data extraction, research, and analytics as well as consumer and marketing study to monitor trends, assess performance, & devise strategies. Identified ways to leverage latest consumer trends. Identified growth opportunities.
Conducted real-time media buying in digital to associate monsoon with MAGGI Soup (Bronze Award in Digital Marketing, BBF). Led data extraction, research, and analytics as well as consumer and marketing study to monitor trends, assess performance, & devise strategies. Identified ways to leverage latest consumer trends. Worked on the launch of MAGGI Masala Blast – a new spicier noodles variant for the youths – with 360-degree campaign. Worked on the launch of NESCAFÉ Creamy Latte – a new creamier coffee variant targeting new coffee consumers – with 360-degree digital campaign. Worked on the launch of Nestlé Ceregrow - a new brand under the company's nutrition portfolio for kids over the age of 5 years. Worked on the launch of Nescafé Gold - a new premium SKU under Nescafé - Bangladesh's Most Popular Coffee Brand. Worked in the strategic digital media amplification of the MAGGI Star Home Chef campaign amidst the challenges posed by the COVID-19 pandemic. Worked in the media amplification of NIDO's Mother's Day film amidst the challenges posed by the COVID-19 pandemic.
Conducted over 100K successful consumer contact and trial for PMB. Increased trial conversion rate from 20% to 45% in 20 months. Conducted 2 youth-oriented events in a year for BTL engagement. Assisted Brand & Activation Manager to co-ordinate and interface with all relevant departments. Managed creative and activation agencies so they continuously meet PM standards. Ensure all approved brand programs are executed according to the approved laws and government regulations, and PMI policy. Collaborated with Commercial & Sales Team to develop and implement effective trade programs.