Yo!

I'm Heemanish Midde

A marketing professional with 13 years of experience, passionate about AI and Technology

My purpose...

🛠️ 👥, 🌏 & ⚙️ ♾️
Making People, Planet & Processes Sustainable

About

Strategic sustainability and marketing professional with 14+ years of experience driving environmental and social impact initiatives across South Asia. Proven expertise in sustainability governance, ESG reporting, and digital transformation with a track record of scaling programs that reach millions of stakeholders. Award-winning marketer with 5 Cannes Lions and certifications in AI, Sustainability, and General Management (IIM Bangalore). Recognized for translating complex sustainability challenges into actionable strategies that deliver measurable business and social outcomes.

Skills

01.

Marketing

02.

Communication

03.

Consumer & Market Insights

04.

Data Analytics

05.

Corporate Social Responsibility

06.

Strategy

07.

Leadership and management

08.

Stakeholder Engagement

09.

Sustainability Strategy & Reporting

10.

Technology & AI

My Professional Journey

Resume

Project Manager, Sustainability at Hindustan Unilever Ltd.

Name: Heemanish Midde
Address: Akurli Road, Mumbai, MH, 400101, IN
Telephone: +919892110010

Oct 2019 - Nov 21

Currently I am working on Sustainability led projects for HUL with core focus in optimising the operations and management through digitisation. One such project is ‘Suvidha’, this is a community centre for urban slums proving sanitation services like Clean Toilets, Bathing, Purified Water and Laundry. We cater to 2Mn people generating a revenue of Rs. 1.4 Cr. This is expected to grow 3X over the next 2 years. I am leading digitisation projects for CSR projects. Developed an ERP-like system to track operations, finance, maintenance, and management.

Leading Pharma engagement program to empower pharmacists as Health Care Champions to address basic health care needs of the community.

Part of the HUL’s Carbon Neutrality core team and leading digitization of GHG measurement & accountability platform.

Marketing Manager, Unilever International, Unilever Plc.

Oct 2019 - Nov 21

Asst. Regional Brand Manager at Hindustan Unilever Ltd.

Jan 2018 – Sep 2019

I got promoted in Oct’ 19 as Marketing Manager with Unilever International. My role was to oversee the P&L top-line and bottom-line delivery and marketing strategy for introducing global premium personal care brands like St. Ives, Brut, Lakme, Pears, and Dove in South Asia. This involves brand development, brand building, road-to-market, and market development to ensure the success and growth of these brands in the region. I grew the portfolio from Rs.6Cr to Rs.30Cr in 2 years.

My first international stint, I designed and executed strategies and marketing mixes for Surf Excel across India and BSPAN countries.

One of my major accomplishments was the successful relaunch of Surf Excel in Sri Lanka and Bangladesh with a new mix that addressed a crucial consumer issue, leading to a massive decline in volume and penetration. This intervention reversed the negative trend and accelerated premiumization.

Additionally, I was instrumental in relaunching Surf Excel Liquids in India by developing an effective MDM and digital strategy.

I also worked on a discovery project based on a need gap and consumer tension in the market. We test piloted an innovative liquid based refillable detergent bar.

Asst. Brand Manager at Hindustan Unilever Ltd.

Jul 2015 – Dec 2017

I managed Wheel Bars & Powders portfolio, optimized the marketing mix, and developed strategies to counter competition in key geographies, resulting in double-digit growth, positive penetration, & shares after 5 years.

As part of the Marketing Campaign, we launched Wheel 'Lo Kar Lo Baat!' campaign, an innovative platform to reach and engage with consumers from deep rural and media dark regions, in response to Ghari's aggression to reverse Wheel’s declining sales in key markets of UP and Bihar. The campaign delivered the key brand message to 20mn consumers, impacting the Top-of-Mind awareness by +2900 bps with 97% recalling the Key brand message. Wheel reversed the 7% volume sales decline to 7.5% volume sales growth and added 230 bps of penetration. This campaign won 30+ awards, including the prestigious Cannes Lion in 2016.
I successfully turned around the business for Wheel Bars in Gujarat through strategic intervention. After Seven years, Gujarat's growth turned positive.
I launched a 360-degree activation campaign in the White Space and Ghari dominated Chhattisgarh to develop and grow the Wheel Brand from the ground up. In 1.5 years, we doubled Wheel’s sales.

Sr. Brand Executive at Hindustan Unilever Ltd.

Jan 2014 - Jun 2015

My favourite stint was with Kan Khajura Tesan, this is an on-demand, free entertainment channel for consumers from media dark regions of India.

We reached and engaged with more than 50mn users, with an average engagement of 45 mins every month.
We delivered brand communications with 1000+ bps incremental impact to spontaneous awareness, key message recall, and new trials, resulting in a +5% causal impact on sales.
Over two years, I made the platform efficient and effective, reducing running costs by 35% and delivering personalized content to users for better engagement (up by 5X).
This innovative campaign has won over 100 awards, including 5 prestigious Cannes Lions in 2014 and 2016.

Moving with the Digital trends - growing Smartphone penetration, internet users & internet usage - conceptualized and launched B2C app to engage users with Smartphone from small towns. With a unique proposition ‘Earn while you watch’ and a strategic intent I launched ‘Krispy’ in 2015.

Brand Executive at Hindustan Unilever Ltd.

Sep 2011 - Dec 2013

I managed Brand Building for Surf Excel Detergent Powders and Liquids including Digital Marketing for India.

One of my major accomplishments was successfully introducing Surf Excel liquids, first of its kind in India at the time. I planned and executed various Market Development Marketing activations, including sampling, home-to-home, and point-of-sales activities, leading to a successful launch delivering the sales target ahead of the year one target.
Another major achievement was the strategic relaunch of Surf Excel Easy wash, where we entered new markets by optimising the marketing mix, resulting in consistent double-digit growth in the years that followed, eventually becoming the largest brand in Asia and crossing $1bn in 2022.
I also initiated the Low-cost business model for Surf Excel, which reduced costs across the value chain by 20% thus increasing profitability.
Lastly, I started and led the social media marketing for Surf Excel on Facebook, which connected with 15 million fans in the first 1.5 years through engaging and innovative campaigns. I also activated other social media platforms in the following months. In my tenure, we were the largest Home Care brand on social media, and second to Axe in FMCG category.

Marketing Executive at Anchor Health & Beauty Care Ltd.

Oct 2009 - Aug 2011

I started my professional career as Marketing Executive at Anchor Health & Beauty Care Ltd. I was responsible for sales and marketing of Dyna Soap & Anchor Toothpaste, including CRM, media, and trade management.

One of my initial achievements was the successful relaunch of Anchor Toothpaste and Dyna Soap in India, and the launch of Dyna Soap in the Middle East. I explored Social Media Marketing and activated the new TVC’s of Anchor Toothpaste and Dyna Soap that garnered 65,000 views and 25,000 views, respectively, on YouTube within the first 7 days, all organically, without any investments. This was a first-of-its-kind activity back in 2010-2011. In 2011, Dyna Soap, which became the fastest-growing soap in India.
Furthermore, as an Area Sales Executive for the South Mumbai Region, I was responsible for the sales of Anchor Toothpaste & Dyna Soap. I led a team of 10 Sales Representatives and managed 3 Distributors.