Head Marketing Automation & Customer Lifecycle Manager

• Jan 2020 - Present

Being part of the CLM team in Consumer Business Group, my primary responsibilities include:• Support activities to maximize usage, revenue and retention from customers within Postpaid service lines like Mobile, Broadband, TV & Entertainment• Campaign Operation & Communication: Discover customers micro-segments and plan communication to retail, up-sell and cross-sell using next best actions with heuristic rules as well as offers determined through Predictive Analytics and Machine Learning based models.• Project Management: Rolling out a new CLM Marketing Automation platform with support of multiple stakeholders by integrating numerous data sources and omni channels. Innovate new features and capabilities within yearly budget.• Seamless integration of CLM Marketing Automation platform with revamp of customer facing frontend and backend tools like CRM, Apps & Website to effectivity handle customer journey• Digital Transformation: Leveraging various digital analytics tools by tracking customer’s interactions and responses aiming to personalize engagement with contextual real time communications.• Vendors & Partners Management: To plan product roadmap and coordinate with partners to innovate new features or capabilities in Marketing Automation campaign platform• Implementation of User Experience: To design customer journey and strategise UI/UX roadmap and business plan by actively coordinating with Designers & Technical team as per project plan and approved budget • Devise product Go-To-Market (GTM) processes, plan time-lines, launch scenarios, pricing and promotions• Identify new marketing campaigns opportunities to ring fence customers for acquisition, upsell, cross sell, retain and loyalty based programs. Measure efficacy and recommend next steps to optimize the performance.• Reports Automation; Integration of various data sources with Tableau dashboards using SQL scripts to accelerate data to insights

Assistant General Manager, Analytics & Consulting

• Apr 2019 - Jan 2020

Senior Manager, Analytics & Consulting

• Apr 2017 - Mar 2019

Being in the global Analytics & Consulting team, my primary responsibilities included:- Responsible for 7 critical leadership & metro circles of a leading global private telecommunication account in India and managing a team of 7 Big Data CVM Managers who further own their respective circle’s Marketing business and operations including delivery within timelines and ensure consistent high quality performance.- Engaging with client to align and identify the critical revenue & business objectives - short term, midterm and long-term. - Plan, design and build effective CVM and product strategy/positioning, business plans, customers and market insights, campaigns management by analyzing effectiveness/ROI that support the agreed business objectives within both Prepaid & Postpaid customer categories.- Actively contribute to and manage analytically-oriented projects from inception to delivery, including client communication, internal team management, and the packaging / presentation of deliverables. - Identifying revenue maximizing opportunities within current campaigns through modification or optimization, based on expertise, impact analytics & feedback from local Operations teams.- Identifying new programs (revenue opportunities) to bridge revenue gap through rigorous analytics & understanding of the operator’s business objectives.- Provide strategy and direction on the development of marketing campaigns, including targeting strategy, value proposition development, and financial performance evaluation.- Driving CSAT by meeting customer requirements & expectations.

Senior Manager, Marketing

• Jun 2014 - Feb 2017

Initial 10 months UnR assignment with UPW circle based at Noida then moved to leadership circle (UPE) based at Lucknow with elevation.- Responsible for Prepaid Voice Usage & Revenue in Customer Life Cycle Management Team.- To achieve Prepaid revenue targets by focusing on Building Customer Balance, Increasing penetration of tariff vouchers and Engaging low user base by various promo offers.- Introduction of new products and services to create brand differentiation & enhance value proposition for Prepaid customers - Strategize various Product & Pricing related activities to enhance customer rate, minutes & revenue market share- Periodically identify customer segmentation on the basis of parameters like Minutes Of Usage, Traffic Pattern, Days on VLR and Recharge Behavior and Devise customized offers for different segments through various communication and selfcare based tools.- Track Market Trends and Competition Offerings to formulate counter Strategy- Implementing Micro-marketing strategy to enhance geo wise Prepaid revenue & focused product’s penetration.- Introduce plan and execute level wise customer retention program out of UPC generated

Manager, Marketing

• Oct 2012 - May 2014

- Was Responsible for the VAS, Data/WAP, SMS, M-advertising & M-commerce business verticals at UP West circle- Identify customer need and then strategize, conceptualize and design new VAS products & services in coordination with internal and external technical teams and business partners.- Got 5 Best Practice awards to introduce new innovative products & processes- Got Airtel Silver Award for Driving VAS product’s sales through Retail channels- Introduced VAS products upsell process from Inbound & Outbound tele-calling process- Manage digital marketing campaigns through partners over WAP & Voice based platforms

Regional Manager, Sales & Marketing

• Jan 2011 - Sep 2012

As a Regional Manager, VAS (Sales & Marketing) with OnMobile Global Limited, I was taking care of North India regions's VAS business for Idea Cellular Limited (one of the leading private telecommunications company in India)• Responsible for 8 circle's VAS & business operations of Idea operator• Handled a team of 7 Account Managers dedicatedly responsible for each circle• Responsible to increase market share of OnMobile products revenue against competition in operator’s wallet share from existing or new VAS products launches• Launching new VAS products & services in sync with clients demand. • Awarded Pat-On-The-Back multiple times for revenue growth & operational efficiency.• Settled the invoices payment within time & bridging process gap as per SLAs

Assistant Manager

• Jun 2010 - Jan 2011

VAS, NPD & Service Marketing

Senior Executive, Marketing

• Jan 2009 - Jun 2010

With Aircel UPE circle as a Senior Executive, I have met with brilliant work opportunities as listed below:• Exposure of circle launch; Managed VAS, Data, SMS & Roaming profiles single handedly• Awarded Pat-On-The-Back for excellent performance in Pocket Internet Pack nationally• Conceptualized and launched new products & services basis consumer insights• Strategizing segmented and mass offer based promotional campaigns across modes • Introduced additional revenue stream from Inbound & Outbound CC teams based upsell• Worked closely with circle Brand team to launch road shows, marketing campaigns and drive ATL/BTL activities leveraging various festivals and events• Planning and execution of various customer acquisition plans with channel partners & Sales Team to drive key VAS products & services• Preparation of periodical reports, extensive competitive, data & benchmarking analysis• Providing training, development & online support to Customer Care & Sales Team

Senior Executive, Marketing

• Sep 2007 - Dec 2008

With Spice Communication Ltd (later acquired by Idea), Punjab circle I have started my Telecom career in the year 2007 as Product Manager for VAS, SMS & NPD in Marketing team. The key assignments given to me were: • Responsible to enhance revenue & product penetration from SMS (MO & Packs)• Conceptualize, integrate and introduce new products across VAS verticals• Content & New Alliances i.e. managing existing & new vendors including negotiations on new agreements, invoicing & payouts.• Worked closely with circle Brand team to launch road shows, marketing campaigns and drive ATL/BTL activities leveraging various festivals and events• Launching of Idea Net setter (Data card)• Designing & re-launching Dynamic Sim Tool Kit (STK) with first of its kind features• Launch of M-commerce & Mobile Advertising based services.• Launch of first of its kind Branded SMS Alert Packs in association with VAS vendors• Coordination with International operators over SMS Interworking Agreement/Addendum• Implementing International SMS Hubbing solution in alliance with technology partners.

Management Trainee

• Apr 2007 - Sep 2007

Relationship Manager, Investment Banking, Client Acquisition, B2B and B2C Business Development, Branch Operations