It’s the age of the multi-dimensional leader who brings to the table deep understanding of the respective consumer base. Marketing enthusiast Maanasa does just that and a little bit more. Armed with experience of having worked in a variety of industries, she specializes in trend analysis, marketing, brand management, advertising, & beyond. A National American University alumni, she has over 15 years of experience in marketing, corporate communications, brand management, business & strategy.

Maanasa is currently the Marketing Director at Aberdeen India, a diversified business group present across the MENA regions. In her role, she is responsible for the planning and execution of marketing initiatives, researching and assessing market conditions and trends to support the growth of the company.

Maanasa has a deep understanding of the Indian market and is passionate about providing customers with an impeccable service and high quality of premium confectionery, beverages & gourmet selection.

Take us through your early educational journey and prior industry experience that you bring to the table.

I was born and brought up in Dubai, and completed my schooling, high school, and graduation with a major in marketing and advertising from the National American University in Dubai. In order to keep myself abreast with the industry and technology I pursued courses from Harvard Business School as well as London Business School.

My first job was with Panasonic in the MENA region in the marketing and advertising division. I gained a profound insight of how this market actually operates, including how it varies from product to product and from region to region. I then began working for Soundlines Group, the parent company of Aberdeen. In 2021, I took the additional responsibility at Aberdeen, a subsidiary of a Global Conglomerate into Diversified Businesses strategically placed across the MENA areas. The organisation delivers the top FMCG brands in the world directly to your home from the Manufacturers.

Introduce us to Aberdeen India. Throw some light on the different responsibilities you shoulder as the Marketing Director of the company.

Aberdeen is an expert in international FMCG trade, with a particular focus on the importation and distribution of confectionery, snacks, and healthcare brands. We work with Mondelez International, and we import Cadbury, Milka, Toblerone, and Oreo to name a few. We most recently added Geisha chocolate, which is produced by the well-known Finnish company Karl Fazer. Additionally, we have Guylian, a well-known Belgian brand, on board. We have also brought in Storck, Werther’s Original, Merci & Ricola to the Indian consumer palette. This was a major step for us toward bringing premium exclusive brands straight from the factories in Switzerland, Finland, Belgium, and Austria.

Another brand, Omara, which are premium gourmet Saudi dates, is an indigenous brand that we have just recently introduced to the Indian market. Shri Amitabh Bachchan is our brand ambassador. There are undoubtedly many responsibilities that I carry out in my capacity as Aberdeen's director of marketing. I swing back and forth between the service-and product-based industries. Each product and service operates in a unique way. Due to the industry's wide variety, the Indian market is very unique. Before introducing any kind of brand to the Indian subcontinent, part of my job involves researching and assessing market conditions and trends.

Tell us about the various challenges you encounter as a marketing leader?

No business is without challenges. Addressing and understanding the Indian market right is challenging because India is a diverse country, as is the market. The Indian market is extremely price sensitive, which makes it difficult to address. There is also a tremendous amount of competition, which is another very crucial element.

People who are chocolatiers and have developed taste preferences often choose certain brands, but for the common person, any chocolate is a chocolate, regardless of cost or the processes involved in its production. As a result, educating distributors and customers gets a little edgy.

In this digital space, even if social media is great for promoting brands, it can be challenging to ensure that there are no negative reviews of the products.

"When it comes to marketing, the tools are the same regardless of the country or the sector, but what matters most is how we really differentiate our marketing elements in both the physical world and the digital era "

What are some important features about your expertise as a leader in marketing? What strategies or tools do you leverage while working for an F&B brand in the Indian market?

As a marketing professional, I specialize in brand management, trend and marketing analysis, social media strategies, and bringing brands to the limelight. I collaborate closely with the creative teams, digital marketing teams, and design team to increase the brands' exposure on a global scale. I am well-versed in the strategies required in this digital space.

When it comes to marketing, the tools are the same regardless of the country or the sector, but what matters most is how we really differentiate our marketing elements in both the physical world and the digital era. The choice of your target audience and your strategy for reaching them are of utmost importance. This is where our strategies step in. That is where the positioning of our brand also becomes important.

Tell us about some of the key milestones you have achieved throughout your professional journey? The first milestone was the introduction of the first washable epilator into MENA region when I was with Panasonic. Another significant step was achieved when Soundlines Group entered the outsourcing business and entered the Polish and Russian markets. The addition of three brands, Geisha, Fazer, and Guylian for Aberdeen, has also been a noteworthy achievement. Above all, one of the major milestones that is extremely close to my heart is CSR activities.

I will give due credit to the team and the firm for each of my accomplishments as no one achievement can be attained without the teams support .

"Aberdeen is an expert in international FMCG trade, with a particular focus on the importation and distribution of confectionery, snacks, and healthcare brands"

What advice would you give to young women and girls who also aspire to become business leaders and entrepreneurs in the future?

Let me firstly address the word “women”, one always hears the phrase ‘common man’, but not ‘common woman’ because women are special and one they are bound to feel special every single day. Women need to believe and trust in this…

 I sincerely advise any aspiring entrepreneurs to stay focused and have confidence in themselves. Hard work and persistence is the only key to Keep your passion alive. The most crucial thing to remember is that, when it comes to becoming an entrepreneur, there are no Sundays; rather, what matters is how we approach each day as it were a Sunday.

Maanasa S, Marketing Director, Aberdeen India

A marketing enthusiast with experience in a variety of industries, maanasa has a demonstrated history of success in trend analysis, marketing, brand management, advertising, & beyond. She is a skilled entrepreneur with a diploma in digital marketing from london business school.