Karma Niyati 

Spearheaded a 6-month strategic business transformation project for Aditya Birla Chemicals, achieving: 
➢ Increase in new business acquisition 
➢ Improvement in key account retention rates 
➢ Improvement in operational efficiency through marketing funnel process optimization
• Developed a comprehensive digital transformation roadmap, projected to deliver higher topline CAGR over 5 years.

With Karma Niyati, you get the best of both worlds: the wisdom and experience of traditional consulting, amplified by the power of AI for an even greater impact on your growth journey.  

We'll walk alongside you, offering hands-on support every step of the way, from strategic planning to implementation and beyond for your success.

Strategic Business Consultant

dsm-firmenich

Leading marketing strategy to drive business goals in the Taste business of Taste, Texture & Health at dsm-firmench.

Senior Marketing Manager

Pidilite Industries Limited

❖ Marketing Strategy & Business Growth: Spearheaded a team to develop a new marketing strategy and business process improvements, aligning B2B business growth vision with digital interventions, product branding, B2B funnel-based marketing, content marketing, and performance marketing.
❖ Digital Presence & Customer Growth: Achieved best-in-class customer acquisition, retention, and growth (~48% CAGR in MQLs, ~29% CAGR in SQLs, ~19% CAGR in new business) by leading digital presence building initiatives, staying ahead of the curve with the latest digital trends, and leveraging powerful marketing tools like Salesforce.com, Pardot marketing cloud, and LinkedIn.
❖ Lead Optimization & Conversion: Implemented integrated lead qualification through Pardot and optimized funnel conversions to improve lead-to-business conversion rates. Enhanced visibility through superior marketing toolkits to streamline the conversion process.
❖ Account Management & Process Improvement: Adopted a comprehensive approach to key account management and led strategic initiatives for business process improvement. Ensured 'phygital' interventions for a seamless customer experience and utilized data visualization tools like Power BI and Tableau for progress reporting and feedback integration.

Senior Manager Strategic Marketing

❖ Marketing Strategy Development: Led a team in creating a new marketing strategy that aligned with the B2B business growth vision, focusing on digital interventions, product branding, B2B funnel-based marketing, content marketing, and performance marketing.
❖ Digital & Performance Marketing: Drove business growth through the execution of digital marketing initiatives, product branding strategies, and performance marketing campaigns to enhance customer engagement and brand visibility.
❖ B2B Funnel & Content Marketing Expertise: Utilized a data-driven approach to B2B funnel-based marketing and developed targeted content marketing campaigns to effectively reach and engage potential customers.

Marketing Strategy Manager

❖ Export Sales Management & Growth: Managed and delivered sustained export sales growth for industrial adhesives (~5% CAGR, 2018 to 2020) in Africa and South Asia during the Covid-19 pandemic, consistently surpassing business targets by over 30% and creating market-relevant sales tools.
❖ Sales Team Transformation & Value Selling: Led a team of 25 salespeople in shifting from a traditional product selling model to a solution-driven value selling approach by revamping marketing and sales materials for the category.
❖ P&L Oversight & Business Development: Directed P&L for mattress manufacturing adhesives (>INR 2.5 bn market) and expanded pressure-sensitive adhesives business through key account management in a >INR 3 bn market (2019 and 2020).
❖ New Business Incubation & Product Development: Achieved a 22% y-o-y CAGR for nascent businesses by implementing effective new product development and go-to-market strategies.

Business Manager

❖ Selected by Chairman & Core Strategy Team: Chosen by the Chairman for incubation projects and served as a key member of the B2B specialty chemicals business strategy team. Competed in The Economic Times Young Leaders Competition 2017.
❖ Business Opportunity Analysis & Development: Conducted market analysis for adhesives and polymers, leading to category growth in mattress manufacturing adhesives (>INR 2.5 bn market) and the development of a business case for pressure-sensitive adhesives.
❖ Innovative Solutions & Partnership Building: Developed innovative ideas with comprehensive plans, fostering collaboration with internal and external stakeholders for strategic partnerships involving prospective technology and business partners across B2B and B2C domains.
❖ Customer Experience & Marketing Efforts: Enhanced customer experience through streamlined enquiry resolution processes, participated in the selection of a salesforce automation tool, and spearheaded digital and mainstream marketing initiatives.

Team Head - Incubation Projects

❖ Special Projects & Strategy Team: Chosen for special projects by the CEO and contributed to the core branding and strategy team for B2B specialty chemicals. Participated in the Pidilite Industrial Products Leadership Academy (PIPLA) as a high potential candidate.
❖ Market Diversification & Innovative Solutions: Led Pidilite's diversification into healthcare, focusing on the dental consumables market (>INR 4.5 bn market), and guided the entire process from ideation to market mapping and customer segmentation for next-gen solutions (2015-17).
❖ Market Research & Profitable Collaborations: Identified business opportunities through data analytics and market research, resulting in an ~11% top-line growth and a 15% bottom-line improvement. Worked closely with various departments to forge successful collaborations.
❖ Digital Presence & Marketing Initiatives: Led the development and launch of 'www.pidiliteindustrialproducts.com', transforming B2B customer experience and generating >INR 50 mn of new business since May 2017. Oversaw digital and mainstream marketing initiatives for 800+ products and 2000+ SKUs.

Business Development Manager

Cadila Pharmaceuticals

• Core member of the team involved in Process Intensification for achieving time-cycle, cost and asset footprint optimizations.
• Led a team, engaged in co-ordination between R&D, Pilot Plant and Production Facility in two different locations.

Executive - Process Engineer

Unimark Remedies Ltd

• Analysed Waste Treatment Systems (WTS) for better segregation of process streams in production.
• Involved in lab-to-plant scale troubleshooting and process streamlining.
• Patent Inventor in a process intensification exercise.

University of California, Irvine

• Coordinated and participated in research and experiment-design discussions on Solvent Extraction Systems in a nuclear waste reprocessing laboratory.
• Helped set up a dedicated laboratory by managing sourcing processes like procurement of equipment & reagents after skillful negotiations with the vendors.
• Established Standard Operating Procedures (SOPs), Equipment Operation Procedure (EOPs), and Facility Inventory Database (FID) in the laboratory.

Junior Specialist

Shasun

• Interned cross-functionally in the world’s 2nd largest ibuprofen producer’s multiple USFDA audited facilities.
• Led a team to enhance economics of current ibuprofen process by correlating records and production data to improve the process yield and applying Corrective And Preventive Action (CAPA).
• Familiarized with IQ/OQ/PQ for the validation  of equipments on the production floor and adherence to Good Manufacturing Practices (GMPs) and Hazard Operational Analysis (HAZOP).
• Experimented a green, catalytic hydrogenation, solvent-free process and optimized it to 70% reactor volume in the USFDA GLP facility with continuous reporting to the top scientists in the company. 
• Publicly commended by the Executive Director for systematic process analysis, comprehensive experimentation results and an understanding of business objectives and cost repercussions.

Project Intern

Cetex Petrochemicals Limited

• Interned in the Main Distillation Unit used to produce specialty 
  petrochemicals
• Calculated the theoretical ‘Design of azeotropic distillation column for 
   20%  increase in throughput’

In-plant Trainee

Orchid Chemicals & Pharmaceuticals Ltd

• Interned in Solvent Recovery, Solvent Extraction and Effluent 
  Treatment Departments 
• Understood process chemistry, process design parameters and 
  process block diagrams

In-Plant Process Trainee

With over a decade of experience in pioneering business development, I stand at the forefront of blending traditional consulting wisdom with cutting-edge AI efficiency at Karma Niyati. My expertise lies in steering our clients towards unprecedented growth and profitability. 

As a strategic visionary, I excel in deciphering market dynamics to devise resonant strategies and build robust 'phygital' platforms that transform leads into dedicated customers. My thought leadership is rooted in a progressive mindset, always attuned to the latest industry trends to secure a competitive edge. With a command over data analytics, I ensure measurable success and agile strategy adjustments. 

Connect with me to redefine your business trajectory with a leader who expertly navigates the confluence of conventional wisdom and AI innovation, propelling your enterprise towards a thriving future.

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