Headline

Offline Marketing & Brand Activation | Personal Care • FMCG • D2C | In-shop & Salon Visibility • POSM • BTL •| Marketing Manager @ SSIZ International | ex-Co-Founder, Milzstone

About

I build the systems that make brands show up: on shelves, at expos, and in the field. 12+ years in offline brand and trade marketing across personal care, FMCG, and D2C. 650+ field programs executed pan-India across GT, MT, and salon chains. 80% revenue growth delivered for Acuvue (J&J). ₹1L+/month D2C brand built from scratch during COVID. What I bring: ▸ Trade marketing strategy and POS expansion across GT, MT, and salon formats ▸ POSM systems: design, vendors, pan-India deployment ▸ Trade teams of 150+ built and led ▸ KPI infrastructure: outlet dashboards, sell-through, ROI ▸ Full P&L ownership Currently at SSIZ International, where I built the offline infrastructure for seven personal care brands from scratch. It all still runs. Next: Head of Trade Marketing or Offline Marketing leadership with D2C and FMCG brands scaling offline. Building your brand's offline chapter? Let's talk. 📧 akancha.singh1@gmail.com | 📍 Mumbai

Location

India

AI stack

antigravity

cursor

Work experience

Manager - Offline Marketing | Personal Care · Feb 2024 – Present at SSIZ International Private Limited, Feb 2024 - Present · 2 yrs 7 mos, Mumbai, Maharashtra, India, Stepped in as the single brand-side owner of offline channel operations (GT + MT) for a six-brand personal care portfolio (Ikonic Professional, Ikonic me, Proarte, Biosoft, Cadiveu, Denman, JRL), unifying channel execution, trade visibility, and launch readiness across pan-India GT, MT, and salon touchpoints. With launches often at risk from stock and assortment gaps, partnered with regional sales, supply chain, and demand planning teams to align channel-wise assortment and stock readiness, ensuring every launch calendar was executed on time. Tasked with fixing misaligned trade deployment, coordinated channel-specific assortment planning so the right products consistently reached the right stores at the right time across metros and tier 2 markets. Led the Cadiveu Nutriglow launch end to end, from pack planning and launch readiness to trade deployment and activation execution, delivering full retail visibility on launch. Faced with slow, fragmented POSM and display deployment across metro and tier 2 outlets, built a pan-India vendor network for trade assets that cut turnaround time by 30%. Owned branded trade activations at HBS, PBI, Aakar, Beauty & Business, and Nykaland; managed budgets, vendor negotiations, and reconciliation to deliver each event within budget. Ran market benchmarking and competitor visibility audits across key retail markets, converting findings into assortment opportunities and sharper retail execution. When BIS regulations required compliance across 60+ SKUs, led the rollout by coordinating design, procurement, factories, and legal teams, achieving full compliance without disrupting supply.

Outreach Member at PrashantAdvait Foundation (Acharya Prashant), Sep 2023 - Dec 2023 · 4 mos, India, Content strategy + fundraising sprint — produced 70+ shorts for YouTube, raised ₹2.07 lakh in 3 months with 90% new contributors.

Co-Founder at Milzstone Brand Services Pvt. Ltd., Jun 2019 - Sep 2023 · 4 yrs 4 mos, Mumbai Metropolitan Region, When Acuvue (J&J) needed deeper retail reach, redesigned their distribution activation model, onboarding 600+ retail partners and cutting fulfilment from 15 days to 3 days, driving an 80% revenue increase. Tasked with a high-volume rollout in Uttar Pradesh, planned and executed 650+ retail activations in six months while managing 150+ field personnel, delivering on schedule and on budget. To serve clients like Stayfree, Pond's, Plantaway, Too Yum, and Fingerlix across categories, built and maintained a nationwide network of distributors, agency partners, and specialist suppliers spanning FMCG, beauty, and consumer goods. With retailer participation plateauing, designed channel partner engagement and retailer incentive programs that lifted participation, in-store visibility, and product offtake. Owned the full P&L for 5 years, covering revenue, activation budgets, vendor contracts, and team management with complete commercial accountability, and kept the business profitable across FMCG cycles.

Project Manager at Manas Marketing Services, Aug 2017 - May 2019 · 1 yr 10 mos, Tasked with running pan-India retail branding for Benadryl, Neutrogena, Clean & Clear, and One-Touch across modern trade, general trade, and pharma chains, delivered consistent brand visibility across all three channels. Owned visual merchandising execution end to end, from recce and design adaptation to on-ground installation, ensuring error-free rollouts across regions. With visibility budgets running over, built a structured project tracking process that cut execution costs by 20% and delivered 30% efficiency gains on visibility spends. To keep zonal visibility spends aligned with client targets, owned quarterly reconciliation and performance reporting for 4 brand accounts, giving clients clear spend-to-outcome accountability.

Assistant Project Coordinator at Manas Marketing Services, Mar 2015 - Jul 2017 · 2 yrs 5 mos, In a multi-stakeholder execution setup, coordinated designers, vendors, and ground teams for seamless modern trade and general trade execution, from recce and design adaptation to on-ground rollout. Served as the client-facing point for activation programs, translating brand briefs into executable on-ground plans and keeping stakeholders aligned through execution and reporting. Managed visibility budgets against company targets, streamlining resource allocation across projects.

Relationship Manager at Club Mahindra, Jul 2014 - Feb 2015 · 8 mos, Mumbai, In a referral-driven sales environment, built relationship-led consumer engagement that generated referral leads converting 2x faster than the standard pipeline.

Education

Diploma in youth development and social change, Tata Institute of Social Sciences

Non credit online course on coursera by Professor Dr. James V. Green, Entrepreneurial and Small Business Operations, University of Maryland - Robert H. Smith School of Business