Commercial, Branding
Hi, I’m Melody. Your go-to F&B Expert specializing in Commercial and Branding.
Melody Madhavan
JP
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How I Work
Bio

Melody is an accomplished professional with a proven track record in brand management and marketing strategy across diverse industries. Currently serving as a Commercial & Marketing MBA Intern/Japan Commercial Manager at UMAMI BIOWORKS in Singapore, Melody has been instrumental in driving the company's growth and success.

In this role, Melody has taken charge of UMAMI BIOWORKS' Japan commercial activities, playing a pivotal role in securing crucial investment and research and development collaborations with Japan's leading fishing company. Melody's dynamic leadership has also led to an impressive rebranding and PR campaign that gained substantial media coverage in outlets like Nikkei Japan.

Prior to joining UMAMI BIOWORKS, Melody held significant roles at renowned companies. As a Brand Manager at BURGER KING JAPAN HOLDINGS, Melody orchestrated data-driven strategies that fueled sales growth and profitability even in the face of challenging pandemic conditions. This included successful product activations and menu renewals that not only increased revenue and profit but also garnered widespread media attention.

Melody's tenure at REMY COINTREAU JAPAN further solidified her reputation as an innovative marketer. Her strategic prowess and creative thinking were evident in the management of key portfolio brands, where she orchestrated groundbreaking activations and initiatives. Notably, Melody's leadership during the pandemic, such as the open-air whisky bar pop-up, showcased her ability to adapt and thrive in dynamic environments.

Case Studies
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Blog Posts
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Experience

Umami Bioworks

Commercial & Marketing MBA Intern/Japan Commercial Manager ・ Singapore April 2023 – Present

  • Spearheaded Japan commercial activities, coordinating with over 5 potential investment and R&D partnerships, contributing to securing initial investment and R&D collaboration with the biggest fishing company in Japan
  • Led rebranding & PR efforts, which gained over 30 organic features in Japanese media like Nikkei Japan
  • Managed 2 undergraduate interns, charting out to-dos, development plan and weekly reporting metrics

Burger King Japan Holdings

Brand Manager ・ Tokyo, Japan April 2021 – April 2022

  • Led the data-analysis and strategic planning for all sales and marketing promotions, executing over 25 product activations, leading to double digit growth in sales YoY and positive EBITDA despite pandemic context
  • Spearheaded four major menu renewals, utilizing financial data to adjust pricing for key products and sales channels, leading to a 7% increase in revenue, 3% increase in profit and ameliorated global increases of cost of goods
  • Created impactful marketing campaigns that gained over $4M worth of organic PR, especially around Plant-Based Whopper activations that gained organic earned coverage in over 50 major media outlets
  • Formulated, executed and presented yearly brand strategy to CEO and APAC Managing Director

Remy Cointreau Japan

Brand Manager ・ Tokyo, Japan January 2020 – April 2021

  • Directed end-to-end marketing activities for six key portfolio brands which contributed to 35% of total company sales
  • Spearheaded marketing strategy, P&L and brand building, leading innovative activations such as a one week open-air whisky bar pop-up during the pandemic, which was featured on national TV
  • Revamped loyalty program for whiskies, signing on +300% more bars YoY and setting up Bruichladdich whisky portfolio to grow 28% YoY
  • Conceptualized and created promotional booths for 30 festivals and multiple event activations, increasing brand awareness with a reach of over 200K consumers, particularly focusing on B-Corp sustainability-focused activations
  • Managed Brand Ambassador, creating KPIs, tracking formats and promotion guides for the Ambassador to execute, driving over 400 direct bar engagements and reaching over 6K consumers yearly through seminars and promotions

Marketing Executive ・ Tokyo, Japan March 2019 – January 2020

  • Started as a Management Trainee Programme as the first Management Associate in Japan.
  • Got promoted to the title of Marketing Executive after a year and a half, and then to Brand Manager.
  • Became the Brand Manager for portfolios under Bruichladdich Distillery (Bruichladdich, Port Charlotte, Octomore and The Botanist Gin), Westland Whiskeys, Mount Gay Rum and Passoa in Japan.
  • Managed a Brand Ambassador, and for one of her last projects, they successfully pulled off a 1 week open-air pop-up whisky event in the middle of Roppongi Hills with 5,000 visitors attending, in line with COVID-19 guidelines.

Management Trainee ・ Tokyo, Japan January 2018 – March 2019

L'Oréal

Product Manager Assistant (Maybelline NY DMI) ・ Tokyo, Japan August 2017 – January 2018

  • Joined Maybelline New York as part of the Developmental Marketing International (DMI) Team in Asia.
  • Worked with DMI to manage both East Asian and South-East Asian markets, covering a total of 13 markets.
  • Planned overall development and marketing strategy for the region.
  • Supported the Collections and Eye team in creating new products for FY 18/19 and 19/20 launches.
  • Assisted with ongoing product launches in FY 17/18.
  • Contributed to product strategy, branding, and conceptualization for new products.
  • Collaborated with laboratories and factories on formula and packaging creation.
  • Developed new design proposals for future packaging.
  • Participated in the creation of five new product lines.
  • Streamlined the rollout of existing products to local markets.
  • Created launch plans to align all markets on incoming projects.
  • Produced presentations used by the Vice President of Marketing for company-wide alignment meetings.
  • Created video content for a major alignment meeting with top management in Asia, featuring the latest products.
JP
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Commercial