Senthil Kumar Krishnaswamy

Overseeing the Book keeping, financial process and MIS reporting of Al Sayegh Media, a full service Digital/Traditional media agency offering clients the latest and most innovative marketing solutions with collective mix of expertise and provide diverse range of services viz Media consultancy, Creative Design & Branding, Web development, Social Media Management, Public Relations, Video & Photography, Audio Production and Events Management.
•Delivering robust monthly financial to the management with significant input in the Reporting Pack detailing financial forecast for each of the profit centers, revenue earned by client & job, performance against the KPI’s and a comprehensive consolidated report for the organization as a whole.
•Presenting Management reports to DEPT HOD’s and Senior Management on cash flow requirement for each of the service/profit centers Viz a Viz cash generated, pipeline invoicing, Account receivable & Payable status.
•Provide analytical support and guidance to the profit centers, enhancing financial decision and identifying productivity opportunities.
•Presenting each Departmental Heads the monthly revenue achieved versus target set, department operational expenses & profitability. Ensure they receive feedback in order to maximize the overall performance of the team.
•Evaluate with Traffic Manager and Department Head’s on weekly basis about pending tasks that need to be accomplished in each division, assess time needed, prioritize activities and keep CEO informed on Operating cycle & working capital impacts.
•Play significant role in new Business pitches, RFP submissions within tight deadline; work closely with Departments on costing & pricing the RFP.
•Liaise with Sales Managers on new business proposals regarding pricing of services, highlight them in regular intervals about their actual sales achieved against their target and discuss the gaps.
•Setting Financial and non-financial goals for various SBU in coordination with CEO/ COO viz a viz Annual Budgets, 3 Year Business plan. Brainstorming with SBU’s on SWOT and discuss the modus operandi to overcome challenges.
•Work with Business Managers on all Commercial matters including review and improvisation of system / process, financial review covering revenue, collections, yield etc.
•Negotiate on product / service costs / Credit Terms with New vendors in the market and present the same to Management.
•Monitor business performance on a continuous basis; proactively raise alarms based on factual information.
•Ensure the internal controls and standard operating procedures & policies are in place and working effectively, streamlining current procedures and enhancing results.
•Exemplifying leadership in the work process and governance of the organization, building relationships and ensure the Team is always aligned towards the Goal.
Achievements:
•Took control of the Startup financial process and other key functions when AL Sayegh Media was established.
•Taken the Lead Role and developed a customized CRM System for the organization in a cost effective manner (A web based platform developed in CAKE PHP / My SQL) which maintains the day to day Leads, Serially Numbered Quotes by Sales person/ by department, Pending Jobs in operation cycle. The System gives comprehensive Sales and Job reports in Graphical representation and print.

Directing all finance, accounting, administration functions of Biz Group, a management consultancy and event management organization engaged in providing advice and assistance to organizations on management issues, such as strategic and organizational planning, develop leadership training, develop sales training, Customer service solutions. Biz-events, the subsidiary is a leading interaction specialist for corporate events in Middle East.

•Working & presenting Management on yearly Budgets highlighting the Historical Trends, Macro Economic data’s and collecting other key market statistical data’s and thereby guiding Management Decision making process.
•Presenting Management the monthly financials with specific focus on key variables Viz Client wise Billing, Variance reporting on expenses, sales commissions, Job analysis and other KPI measures.
•Working and presenting Management on working capital issues on weekly basis to highlight position of cash flow, pipe line invoicing, potential payments, current receivable and payable position.
•Reporting to Auditors for the Annual Audit and ensure Audited financials of the firm are accomplished within deadlines.
•Prepare Adhoc MIS report as required by other functional departments and ensure prompt servicing from Finance.
•Supervise all H.R administration related work of the subordinate and ensure prompt management of employees visa processing, medical insurance, payroll management, leave tickets & leave schedules.
•Advising & presenting the Management on pricing issues related to jobs, new product launches by working on Quantitative techniques and other Excel modeling.
•Coordinating, supporting and guiding the franchise operation on financial issues, business process and general aspects.
•Ensure CRM system is swiftly run and adequately supported by finance to provide information to management on Customer Leads, Potential Business opportunities, closed contracts.

Worked 7½ years with this leading Global Advertising Agency, rated as the World’s No.2 largest group in Media buying & consultancy, having total staff strength of 120.
Key Accomplishments:-
•Management of Group Treasury functions & Group Payables and responsible for finalization of accounts & reporting of 3 profit segments under the group.
•Analyzing and provide transparency of information to management related to cash flow and funding needs for the group as a whole in order to ensure adequate liquidity of the Business to fund it’s planned ongoing operations. Evaluate need for procurement of funds, Inter- company transfers and investment of surplus.
•Managing treasury functions involving optimum utilization of Surplus funds in profitable short term Investments to yield returns, ensuring minimum liquidity and complying with company policy.
•Handling corporate Forex operations, negotiating the exchange rates with Bankers for the outgoing transfers.
•Plan, coordinate and liaise with Banking and financial institutions to obtain most suitable facilities for the company, earned exchange gains to company by swapping / Hedging of for-ex currencies.
•Oversee departmental business and operating plan and budget. Monitor and provide periodic feedback to operating departments on performance against the budget.
•Ensure provision of finance, accounting, and general administrative support services to all divisions and departments.
•Develop and implement administrative and financial and accounting, policies and procedures and act as financial controller to vet all major proposals set out by operating divisions.
•Monitor departments invoicing and collections processes/ support systems, funding and cost management processes, Job profitability etc
•Ensure the external reporting requirements are met within the deadline viz Annual Audit of the departments and SOX audit compliance reports sent monthly to auditors.
•Custody and control of the Group Fixed Assets.

Vigorous 3½ years experience at shop floor & factory accounting, developed at this shoe Production Industry with its own tannery processing & supplying finished leather to cater its shoe unit. The company exports finished shoes & shoe uppers to Bally, Hush puppies, Echo and also supports domestic player Bata, India.
•Performed assigned duties under direction of experienced personnel to gain knowledge and experience required for promotion to management positions.
•Executed daily operations of inventory reporting, cost analysis for each model and tracking the actual consumption of each model / products.
•Received training in several departments. Became familiar with line and staff functions, operations, management viewpoints, company policies and practices that affected each phase of business.
•Prepared report to IDBI financial Institution & Consortium of Bankers on Long Term & Short Term restructuring Plans of the company and liaised with Bankers for Trade Finance matters.
•Coordinated with Purchase department on various matters, Shop Floor Operating Managers tracking the consumption, wastage and reporting of variance analysis.
•Prepared short term cash budget based on Business Plans and presented the Liquidity position to Management.
•Coordinating between stores and operations for the movement of raw materials. Alarming stores for the availability of proper stocking of raw materials to ensure the flow of operation work.
•Manage documents of the sequential movement of W.I.P, maintain and forward documents relating to materials issuance & material movement for accounting purposes, maintain records for rejected goods & informing management accordingly.
•Liaise between the Management & Shop floor managers on various issues relating to Production Targets, Quality Check, Material Management, Labor Management issues viz Overtime, Bonus, shift works and other personnel discrepancies