COMMERCIAL DIRECTOR
Digicel Group Pacific
Total years of experience :20 years, 2 months
-Seasoned Product / Brand Launcher
-Channel Developer / Revenue Generation Expert
-Digital Marketing Campaign Strategist
MBA (Marketing) +
BE (Mechanical)
TOP MANAGEMENT EXECUTIVE - New Market Penetration | Brand Launch, Positioning | Business Expansion
COMMERCIAL DIRECTOR- Digicel (Telecom Prepaid Business, Devices, VAS, CVM, Segmentation) across South Pacific;
•Owns the entire marketing and sales operations for consumer market; increases ATL (Above the Line) and BTL (Below the Line)
•Elevating brands into attaining multi-million-dollar ($) revenues with phenomenal business growth and top ranks
•Provide strategic direction to company’s marketing operations, brand launches and digital marketing campaigns from scratch
•Ownership of growth strategies, marketing programs, channel development and customer experience across all brand touch points
Recently Gre Market share by 5% ■ Rural Penetration 30% ■ Profit Growth 7% ■ Revenue Growth 11% ■ Consumer base conversion 3G to 4G 83%
Lately Managed: FJ$4 M advertising budget ■ $36 M revenue budgets ■ Revenue model of $2.00 M p.m. from new channel
Industry Exposure: Telecom ■ FMCG ■ Retail ■ Consumer Durables
Global Coverage: India ■ South East Asia ■ South Pacific ■ West and Southern Africa
Languages Known: English ■ Hindi ■ Bengali
•Drive high-impact Commercial operations and product launches from scratch while leading+50 employees (direct+ indirect), $4 Million advertising budget and $36 M revenue budget (consumer market).
•Lead commercial function- Acquisitions, Customer marketing, Device portfolio, Brand management (ATL, BTL, and Digital), Customer service viz Strategy, Innovation, thought leadership to drive higher revenue market share.
•Commercialize BP and launch of 100% LTE network in Oct’21.
•Restructure business plans for digital marketing & product development team with a focus to maintain customer loyalty and safeguard the brand value.
•Restarategis the overall business model to cope up with current pandemic situation and value drive.
•Remodeling on the channel strength based on 4As model.
•Manage VAS platform and product lifecycle with Digicel Hub for efficiently managing a revenue model of $ 1.0 M p.m.
•Increase playable profit on revenue lines (Digicel) while leading digital marketing campaign for maximum consumer engagement
•Negotiate with global vendors to reduce inventory cost (devices, SIM card, refill scratch, billing system, V-sat, marketing collaterals)
•Undertake brand management, channel development, product innovation, public relations, ATL/BTL, regulator’s sales planning
•Derive cost-effective marketing solutions in telecom domain through developing consumer trend framework and IOT applications
•Lead telecom business (primary and secondary) while actively using CRM technology with collaboration with Development Partners
•Oversee EBITDA activities of consumer market product and report to CEO and Board of Directors (direct reporting to CEO- expat role)
( Consumer and Enterprise Market)
•13% year to year up-liftment and lower churn (churn target:
Business Growth | Product Launch | Marketing Strategy |
Food & FMCG, Kansagra Group-UK)
Consumer Durables Retail domain
Business Development/Commercial Aspect
•Single handedly started the Retail Initiative in Eastern part of India for Videocon group from scratch and developed a strong team of 70+ (including area and state managers, marketing and project team, store team and Visual team).
•Analysing business potential of every retail store (SBU) and executing the strategies to drive sales of Videocon group brands (Videocon, Sansui, Kelvinator, Kenstar, Philips and Electrolux) and partner brand (Panasonic, Canon etc).
•Property finalization through property dealer and personnel contact for retail expansion including rate negotiation, scope of work, agreement dealing, project recce, and final store preparation through project team.
•Expansion of retail presence in all the Urban and Rural areas (Tier I, II & III) of Eastern region through Franchisee development (FOFO) and COCO model (only for Tier I) and also started the concept of SIS.
•Taking care of the P/L account of Franchisee and COCO store through working ROI-Model.
•Holding the responsibility of ATL/BTL activity at regional level to support the retail sales.
•Successfully launched 22 retail stores in eastern region (22- FOFO).
•Conducting competitor analysis (Lg Shoppe, Samsung Plaza, Sony World, E-zone and other regional players) and competency mapping for keeping abreast of market and competitor moves to achieve market share metrics.
Branding Activity
•Creating and executing a measurable marketing communications plan across all communications disciplines for strategic positioning of Retail Brand (To create a “Neighbourhood electronics showroom” concept for Digiworld) and services of the organisation.
•Improving the brand performance by conducting consumer analysis on brand recall.
•Conducting PR activities on local media on Brand Performance and regular basis local brand pull activity through canter promotion, hoardings, FM ads, TV commercials and other promotion activity.
Retail Management
•Formulating Marketing concepts and strategies to generate increased sales for achievement of revenue and profit targets and also clearance of the ageing stocks to maintain the healthy inventory level store wise.
•Coordinating the promotional activities for new product launches & special products through window VM.
•Managing customer relationship including interaction with customers for effective resolution of customer grievances- by a regular visit to the stores.
•Handling retail operations inclusive of account management, man management, communication through merchandising programs, as well as pricing and trade terms management.
•Always focusing on the training and development of the store staffs- to create the best customer service experience.
Team Management
•Mentoring, training and development of the store functionaries to ensure sales and operational efficiency.
•Creating and sustaining a dynamic environment that fosters development opportunities and motivates high performance amongst Team members.
District Manager - Retail Management across West Bengal, Bihar, Orissa and Jharkhand
Bata India Limited (Lifestyle/ Fashion Retail domain
Managed Life Insurance vertical for Delhi and NCR region.
•Recruiting and training for team of advisors and sales people.
•Managing budget at branch level. (Revenue and expenses)
(Major-
(