RIMA KIRTIKAR	 	
MARKETING PROFESSIONAL	-Offering nearly	 18	 years of experience	 	
Strategic &amp; proactive professional with proficiency in formulating, developing and implementing 
business plans &amp; strategies to ensure attainment of 	revenue goals and profitable sell	-through; 	
chronicled success &amp; an unmatched track record of	 effectively spearheading all aspects of	 	
Strategic 	Marketing, 	P&amp;L Management, Brand Manageme	nt, Marketing &amp; Communications &amp; 	 	
Business Expansion; 	targeting to 	express potential in challenging assignments with an esteemed 	
organization	  	
 	
CONTACT	 DETAILS	 	
 	
&bull; 	Enterprising  Marketing  Professional	 with	 rich  and  extensive  experience  in	 Marketing  Strategy, 	
Campaigns, PR &amp; CSR	 across Real Estate (Commercial &amp; Residential) &amp; Shopping Mall	; launched 	
2 malls of the country 	Viviana and 	Oberoi mall	  	
&bull; 	Merit	 in implementing  First  Flat  50%  sale  while  working  at  Oberoi  Mall  that  a  shopping  mall 	
would  host in  the country	 which	 became  a  national  trend  and  was  picked  up  by  every major 	
shopping mal	l in the following years	 	
&bull; 	Success in launching 	India	&rsquo;s First visually impaired 	friendly 	mall 	&ndash; Viviana 	Mall	 	
&bull; 	Represented  the  company  as  spokesperson  at  various 	industry  events,  public  forums  &amp; 	
media interactions	 	
&bull; 	Combined  multi	-disciplinary  experience	 (across  Branding  &amp;  Marketing,  Strategy,  Growth 	
Ownership)	 with hands	-on approach to nurture an organization with limited resources	 	
&bull; 	Highly  experienced  in 	evaluating  market  and  competitive  conditions,  current  and  emerging 	
trends,  and geography  specific solutions	 to  ensure  optimal  product  position in  the marketplace 	
and 	spreading product awareness	 	
&bull; 	Able to walk the talk while building a team which 	emerges as a successful idea launchers, brain 	
storm to create new records	 	
&bull; 	Innovation	-focused change agent with success in 	applying pioneering brand communication 	 	
&bull; 	Spearheaded	 launch	 of the	 15  premium  residential  and  2  commercial  projects  in  last  7  years	; 	
achieved	 sales	 gains	 compared	 to previous	 model	 while	 dramatically	 reducing	 incentives	 and	 	
increasing	 trans	action	 price	 and	 segment	 share	 	
&bull; 	Expertise  in  administering  entire  gamut  of  operations  including 	P&amp;L  Management	 as  well  as 	
upholding all brand standards &amp; core values	, while meeting or exceeding business objectives 	 	
&bull; 	Recognized for	 achieving the targeted top line &amp; bottom line, turning	-aro	und the business of loss 	
making regions and directing it towards growth by focus on distribution and sustained growth 	 	
&bull; 	Wealth across	 multi	-functional roles	 like	 Product Lifecycle Management, Demand Planning, Depth &amp; 	
Width  of  Distribution,  Market  &amp;  Competit	or  Analysis  and  Market  Categorization  &amp;  all  aspects  of 	
Product Management (customer segmentation, positioning, p	ricing &amp; brand management)	 	
&bull; 	Outstanding  communication  &amp;  leadership  skills	 that  have  been  put  to  excellent  use  in  resolving 	
problems as well as promoting a positive work environment	 	
 	
 	
 	
 rimankirtikar@gmail.com	 	
 +91	-9833038314	 	
 	 	
 	 	
 
CORE COMPETENCIES	 	
Marketing Strategy Planning &amp; 
Execution 	 	
Brand Management 	 	
Portfolio Strategy	 	
Domestic &amp; International Consumer 
And Market Research	 	
Brand Development &amp; Positioning	 	
Consumer Research &amp; Insights	 	
Competitive Analysis	 	
Media Planning &amp; 	Buying	 	
Budget Administration &amp; Forecasting	 	
Rebranding	 	
Vision &amp; Mission Statement Creation	 	
Corporate Communications	 	
Revenue Maximization	 	
 	
EDUCATION &amp; 
CREDENTIALS	 	
&bull; 	M.Com.	 from Mumbai University in 	
2004	 	
&bull; 	Masters  in  Management  Studies 
(MMS )	 from Mumbai University in 	
2004	 	
&bull; 	B.Com.  from  LS  Raheja  College, 
Mumbai in 2001	 	
&bull; 	John  T.  Riordan  Scholl  for  Retail 
Real Estate  Program 	&ndash; ICSC 	&ndash; Level 	
2 &ndash; 2016 (Dubai)	 	
&bull; 	Digital and Social Media Marketing 
Strategies  Program 	&ndash; 2018  (ISB 	
Hyderabad)	 	
 	
 	
 	
CAREER TIMELINE	 (Recent 5)	 	
EXECUTIVE SUMMARY	 	
2004	-2005	 	
2005	-2006	 
2006	-2007	 	Since 201	1 	
2007	-2011	 	
CITI FINANCIAL (CITI 
GROUP	) 	
ATOM TECHNOLOGIES 
LIMITED	 	
Viviana Mall &amp; Ashwin Sheth	 	
Real Estate Division,	 Mumbai	 	
METLIFE 
INSURANCE	 	
OBEROI MALL 
PRIVATE LIMITED

&minus; 	Received  a	 scholarship  from  The  International  Council  of  Shopping  Centers  (ICSC)  to  further  being  1st  &amp;  only  to  bag  the  coveted  &lsquo;ICSC 	
Foundation Schol	arship Award&rsquo; by (ICSC) in 2016	 	
&minus; 	Appointed as the	Jury member from 2017 for (ICSC) Asia Pacific Awards	 	
&minus; 	Felicitated wit	h the	 &lsquo;Women Leadership Excellence Award&rsquo; by CMO Asia Shopping Malls Excellence for excellence in leadership skills and 	
creating  consumer  connect  in  Year  2015  &amp;  2018	, Most  Influential  Shopping  Center  Professional 	Award  in  year  2019	 &amp; 	&lsquo;Woman  Brand 	
Manager o	f the Year&rsquo; by Adgully (&lsquo;Women Disruptors 2021 Awards&rsquo;)	 	
 	
 	
Jan&rsquo;11	-Till Date:	  	 	Viviana Mall &amp; Ashwin Sheth Real Estate Division,	 Mumbai	 as Chief Marketing Officer	 	
Key Result Areas:	  	
&minus; 	Spearheading 	marketing  and  communications  functions,  direct  brand  management,  PR,  media  relations,  corporate  positioning, 	
profitability to tenant retail, advertising, sales promotional, CRM and Loyalty initiatives which increased the	 Mall valuation of Rs 700 Cr in 	
year	 2013 to Rs 2000 Cr in year 2022	 for driving innovative and creative strategy	 	
&minus; 	Administering the	 overall	 Digital Marketing strategy which	 includes web, SEO/SEM, email, social media and display advertising	  	
&minus; 	Performing regular market search	 analysis which inc	ludes collecting and assimilating data and interpreting it in order to identify changes 	
and forecast market trends	 	
&minus; 	Steering efforts as the 	company spokesperson at various industry events, public forums &amp; media interactions	 	
&minus; 	Supervising the	 ROI of all marketing campaigns done &amp; Increase profitability by devising study of sales trends.	  	
&minus; 	Enhancing  the	 alternate  income  avenues  through  promotional  spaces  and  branding,  which  also  includes  brand  launches,  barter  deals	 	
through different opportuniti	es 	
&minus; 	Leveraging skills in CSR activity including driving	 marketing initiatives 	 	
&minus; 	Analysing trends and forecasting sales to develop long	-term strategies, key objectives, and operations execution plans based on business 	
best practices as well as maximum growth 	and profitability	 	
&minus; 	Managing the Real estate project marketing of 25 ,000 Cr (Project value)	 	
&minus; 	Preparing integrated marketing communication plans and related budgets	 	
&minus; 	Extending support to the	 marketing and support teams, supported sales teams by providing tools	 for successful sales growth	 	
&minus; 	Executing	 marketing campaigns for driving Sales and higher	 ROI,	  	
&minus; 	Conceptualizing‐  Strategizing‐  Planning‐  Executing  ATL  ‐  BTL,  Digital  Marketing,  Media  Relat	ion  and  CSR  activities,  Lead  Generation, 	
Marketing Research, Stakeholder Dipstick, Competition study	  	
&minus; 	Performing f	easibility study for new residential &amp; commercial projects	  	
&minus; 	Devising	 Digital Marketing	 strategies in line with the real estate business&rsquo;s over	all goals and objectives in order to attract the national &amp; 	
international  digital  leads  through  SEM,  Geo  targeting,  paid  collaborations,  Videos,  Regular  Tactical  communication,  SEO,  ema	il  &amp;  SMS 	
marketing.  Ensuring image management on digital platforms 	&ndash; ORM	  	
&minus; 	Rendering support to the	 Presales team (Call center) for generation new walk	-ins and customer relation services (CRM)	 	
&minus; 	Driving the Channel Partners team across Mumbai &amp; in international market to generate more conversions	  	
&minus; 	Initiated, Lead and represente	d our residential projects in international market through various alliances, trade show in	 GCC, Singapore, 	
Australia, Africa	  	
&minus; 	Creating corporate plan; ensured marketing goals support corporate goals and adhere to allocated 	 budget	 	
Attained more than 	10 million footfalls in 	Viviana Mall&rsquo;s first year (date of launch 
June 2013) followed by YOY positive growth from thereon in sales and footfalls to earning Viviana Mall a spot in top 3 malls in India has been an exciting journey in these past eight years	
Felicitated with the 	2 prestigious	ICSC 	Viva Best of the Best Award 
(Honoree) for Marketing	atLas 	Vegas 2015 &amp; 2019	for its Marketing 	Initiative. Its only Indian Mall till date to bag awards thus carving a niche for India in the global retail space	
Leveraged skills in CSR activities by performing 	pioneering campaign that 	
sought to stop acid sale in the country #STOPACIDSALE in 2018 through Bombay Times Fashion week platform	
Devised and executed a 	Brand 	Campaign #CelebrateEveryday to 
build Brand Positioning followed by another campaign after 2 years #BeSeen Celebrating. This created a new advertisement and communication benchmark in the Indian Shopping Center Industry	
Merit in launching 	Viviana Mall 	Loyalty Club, currently have an active 
user base of more than 1,00,000 unique shoppers in 2 years of program launch	
Enabled Viviana Mall in getting recognized as the First Indian Mall in the 
history of Indian Shopping Center Industry	to win a 	4 Gold Award	at the 	International Council of Shopping Center ASIA PACIFIC SHOPPING CENTER AWARDS and 	2 Silver Awards	for its 	Marketing Initiative for consecutive 6 
times.	
WORK EXPERIENCE	 	
AWARDS &amp; ACCOLADES	 	
CAREER HIGHLIGHTS

&minus; 	Monitor	ing	 execution of 	marketing strategy, tactics, and marketing mix to achieve, plan, goal and ensure success	 	
&minus; 	Leading all the	 marketing plans/programs, sales strategies, partnership development, and customer service/retention	 	
&minus; 	Devising	 business  strategy,  marketing  operations,  i	dentifying  new  market  opportunities,  market  research,  branding,  and  business 	
development	 	
&minus; 	Conduct	ing	 in-depth  market  and  customer  research,  devised  advertising  and  interactive  programs,  and  maintained  important  industry 	
relations	 	
&minus; 	Conducting initial baseline	 brand assessment and ongoing assessments to ensure continued brand relevance with target market	 	
&minus; 	Creat	ing	 and execu	ting	 PR strategy; fostered strong media / editorial relationships with editors, writers and reporters	 	
&minus; 	Managing  the	 Net  Promoter  Score  strateg	y,  implementation,  quarterly  client  survey  distribution,  assessment  of  results  and  resulting 	
actions	 	
&minus; 	Amplifying revenue margins by multi	-folds by restructuring sales processes and improving operational efficiency	 	
&minus; 	Determining potential for range of products	 in India, defining product portfolio for India specific market	 	
&minus; 	Expanding business in the assigned region and consistently improving profitability of the organization	 	
&minus; 	Supporting senior management in formulating goals, budgets and developing busin	ess 	plans for its accomplishment	 	
Dec&rsquo;07	-Jan&rsquo;11:	 	 	OBEROI MALL PRIVATE LIMITED 	&ndash; OBEROI REALTY, 	Mumbai	 as 	Sr. Marketing Manager Head of Marketing 	 	
 	 	 	Department	 	
Highlights:	 	
&minus; 	Merit  in  launching	 &ldquo;Oberoi  Mall&rdquo;.  One 	of  India&rsquo;s  leading  malls  today  &amp;  Marketing 	Concept  &ldquo;Women&rsquo;s  Wednesday&rdquo;	- Women  Loyalty 	
Program	 	
&minus; 	Devised  and  executed	 highly  unique  marketing 	campaigns  for  creating  a  better  experience  for  the	 customers  through  its  3  years  of 	
existence and hosted some of the mall&rsquo;s mega shopping extravaganza&rsquo;s	 	
&minus; 	Conduct	ed various CSR campaign	- &ldquo;Building Tomorrow&rdquo;, which enabled Oberoi Mall 	to 	evolve into a conscious entity	 	
&minus; 	Conceptualized  and 	executed  the	 First  Flat  50%  sale. This  successful  strategy  soon  became a  national  trend  and was  picked  up  by  every 	
major shopping m	all in the following years	 	
May&rsquo;06	-Dec&rsquo;07:	  	ATOM TECHNOLOGIES LIMITED 	-Subsidiary of Financial Technologies	, Mumbai	 as Marketing Manager	 	
Highlights:	 	
&minus; 	Leveraged skills in devising	 marketing strategies	 &amp; programs to meet needs of both consumers and 	retail customers	 	
&minus; 	Performe	d market segmentation, price points, trend analysis for efficient Brand Management	 	
Feb&rsquo;05	-May&rsquo;06:	  	METLIFE INSURANCE, 	Mumbai	 as 	Sales Manager	 	
Highlights:	 	
&minus; 	Adhered	 to the financial needs of the 	individual	 by customizing	 MetLife life insurance solution 	 	
&minus; 	Coached 	Financial Advisors [FA] to obtain competence and clearing mandatory IRDA exam	 	
&minus; 	Recognized as the 	Best Sales Manager for Mumbai West Branch for 2005	-2006 	 	
May&rsquo;04	-Jan&rsquo;05:	  	CITI FINANCIAL (CITI GROUP), 	Mumbai	 as 	Personal Loan Officer	 	
Highlights:	 	
&minus; 	Conducted m	arketing activities like arranging seminars, putting up stall at fairs, malls	 	
&minus; 	Managed	 3 DSA&rsquo;s	 and helped them in achieving	 sales target by conducting marketing activities	 	
Feb&rsquo;01	-Sept&rsquo;02:	  	CAREER LAUNCHER (1) Limited (KITS)	, Mumbai	 as 	Center Head	 	
 	
 	
 	
Address	 	: Mumbai	 	
Date of Birth	 	: 6th October 1980	 	
Languages Known	 	: English, Hindi, 	Marathi	 	 
 	
PERSONAL DETAILS