Assistant Manager - Consumer Marketing Insights at Hindustan Unilever Ltd
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A passionate Consumer Insights professional with experience ranging from sectors including Consumer Durables, FMCG, Services, Media as well as Digital
Goal: To accelerate the growth of my brand and my organization by focusing on consumer centered insights and use my skills and experience to help craft brands that win in consumer minds and the market.
Problem solving approach paired with strong analytical skills
Creativity supported by Innovative attitude
Strong leadership skills, highly goal oriented and efficient at time management
Impressive writing, communication and interpersonal skills
Unilever is a global FMCG giant that produces world-leading brands such as Dove, Axe, Lipton, Knorr, etc. alongside trusted local names such as Pureit and Kissan. In Hindustan Unilever I have had the opportunity to work on brands such as Pureit, Surf Excel and Comfort.
As a part of the global CMI team for Surf Excel matic and the regional CMI for DIG in Brand Development my everyday work includes leading strategic innovation projects as well as answering any short term business questions to generate actionable consumer insights for my brands.
TNS is a large Custom Market Research company from the Kantar Group. It provides specialist innovative market research expertise and global brand insight services and solutions across the product life-cycle.
At TNS I explored opportunities to design research in very innovative ways which increased efficiency, accuracy and optimized client spends. Furthermore, I was an important member on the Digital team and helped the organization explore this new category by launching various digital pilot projects and writing white papers for various MR forums.
Project Title: CRM for Future Skills in Creative Industries in West London
This joint project by two West London Universities, Roehampton University (RU) and Thames Valley University (TVU) focused on Business Community Engagement with the Creative Industries sector of West London, mapping Customer Relationship Management requirements to implement Collaborative Course Design, Workplace Development and Knowledge Exchange.
My role in this project involved application of investigative qualitative research techniques and process mapping skills so as to critically analyse the current processes and be able to re-engineer Business Community Engagement and Relationship Management systems at the universities in West London. My key deliverable was an optimal CRM implementation plan for employer engagement with the creative industries sector.
BASES, a Market Research company under the Nielsen group, combines primary consumer research with state-of-the-art forecasting techniques to estimate the sales potential of new product initiatives prior to market entry. BASES clients are primarily large multi-nationals in the FMCG industry.
At the Analytical Resource Center of BASES, my responsibilities included applying my analytical skills and advanced tools to use primary consumer research data to predict the performance and success of new concepts developed by clients. My job required me to be very focused on my goal, having to deal meticulously with numbers and use professional writing skills to make reports for clients.
Attitudinal Dimensions to Direct and Indirect Advertising, and Technological and Non-Technological Communication is a qualitative research study that delves into the attitude of Indian audience towards various forms of advertising. It points out current trends and their impplications on marketing communication.
The paper recommends a new scientific methodology to get insights from social media. This method is immune to researcher bias and can used by itself when time and money are a constraint for traditional research.
The paper proposes an innovative methodology of blog mining for insight generation. It suggests an objective method to find the influential and consistently engaged followers of a brand and then dig in to the content generated by them.
There are 100 million internet users in India and 41 million facebook users. Social media is a space that all brands need to be in. But what makes people like a brand? This paper seeks to answer this question and also throws some light on rules of engagement in the social media space.
This was an international competition in the Festival of New MR, 2011. Participants had to briefly explain what innovative ideas they had learnt about Market Research in the last 1 year.
WPP’s Atticus Awards honour original thinking in communications. My paper on Facebook Fan Pages in India – Likes are not Skin Deep was awarded and published in the Atticus Journal.
Specialization in International Marketing
Activities and Societies: Secured the first position in ‘Adnomer 2006’, an intercollegiate advertising competition in Mumbai where I was required to combine my knowledge of marketing with creative thinking to prepare an advertising campaign and a marketing plan for a fictitious clothing brand.
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