Head Digital Services
stc Bahrain
Total years of experience :18 years, 10 Months
• Lead digital transformation in customer facing and backend operations
• Create digital journeys with 3-click sales (enhance share of digital to 22% of the business by Dec 2023
• Launch customer-focused products for digital customers encompassing innovation, experience, and operational excellence
• Build insurtech as adjacency to core telecom services for digital and non-digital channels
• Improve app rating on App and Play store to 4.5 in 3 months through customer experience enhancement on e-shop
• Design strategies across online vertical and customer acquisition through organic and paid channels, product portfolio management, and monetization of available customer base
• Design and implement complete digital value chain of telecom across all touchpoints of the organization
• Signed and launched exclusive business associations with marquee fintech platforms covering 70% of the new digital distribution platforms by end of FY 2021-22
• Launched a customer-based pricing product in General Insurance - Pay as you go - a first in India
• Revamped official website to new adaptive technology using AEM (22 product and 100+ pages redesigned)
• Drove profitability campaigns on Google with 23% drop in CPL over 3 quarters with lower budget than previous years
• Designed and developed 3 engines of growth: customer acquisition, DIY, and APPC model
Manage Rs 10390 Mn direct-to-consumer eCommerce/Digital business channel, and a multidisciplinary team that develops & executes Jio.com, MyJio app, and third party eCommerce partnership
Part of eCommerce/Digital business team that’s responsible for:
- Merchandise planning for devices, recharges and accessories
- Managing full project lifecycle - strategy, design, development, testing and implementation
- Strategizing all own site marketing and paid marketing initiatives to bring growth in user acquisition while keeping them ROI focused
Manage and drive relationship worth Rs 1500 Mn with leading third party recharge aggregators, wallets and payment banks - Paytm, Amazon Pay and PhonePe
Handle strategic alliances for effective deals and co-promotions. Integrated key eCommerce partners including Flipkart, Amazon and PaytmMall
Key member of the team that launched:
o Omni channel-online to offline market delivery model with the launch of JioPhone prebooking
o Offline to Online sales capture and warehouse delivery through association with Vakarangi
Lead the acquisition digital marketing channel annual business planning process across all segments to build channel metrics for traffic, CPC, CPA, Conversion and new customer and lead acquisition to achieve the business growth objectives
Manage lead generation, nurture programs, and run the overall App promotion strategy to achieve AOP targets of customer acquisition
ACHIEVEMENTS
Billed 1.2Mn LYF VoLTE handsets and 132, 000 JioFi over the last 6 quarters and generated a total sales of Rs 650 crores
Enhanced the share of digital recharge from 10% to 40% in 6 months
Was responsible for managing Airtel and Safricom accounts for 7 countries in Africa. Work involved:
Managing billed revenue of over USD 10 Mn per month
Responsible for overseeing CLVM deliverables as per the agreed KPIs with the clients
Successfully managed relationship with multiple stakeholders both within the organization and on the client side
Responsible for farming Africa market for new business opportunity
Played the functional role of managing multi geography campaigns based on various micro segments
Proactive problem handling and delivery management: manage internal and external expectations regarding campaign implementation, management and performance
Project Lead - eCommerce Sep 20012 - May 2014
Responsible for complete functional integration of various elements of eCommerce portal such as sales, inventory, supply chain, revenue & collections, coordinating with all channel partners spread across the country. Led a group of 14 product managers across country, to finalize the portal’s merchandise-mix
Channel Owner - Digital Revenues Apr 2011 - May 2014
Worked on promoting online medium as primary medium for customer transactions. Responsibilities included:
Driving sales through optimized traffic flow & interaction by creating hyper personalized digital space, developing & executing plans to increase page views, unique visitors & site stickiness to encourage repeat usage
Managing campaigns on Google text & display, Facebook & other ad networks
Tracking performance of the campaigns through various tools like Google Analytics, Social baker, Comscore
Manager - Prepaid Product Marketing, National
Was a part of the team working on Tata DOCOMO launch, and was responsible for:
Operational roll-out of products across circles, trained teams and led cross functional team comprising of finance, product, brand, SCM & technical resources
New product launches by studying customer behavior & insights gained by various channels & circle teams
As a part of the team launching the TATA DOCOMO brand in the country, my contributions were primarily in designing of the prepaid mobile product across the 18 telecom circles in the country. Besides, I was also responsible for:
Operational roll-out of the products across the circles by training circle teams and handing over the operations to these teams
Product improvisations by seeking continual customer feedback from the circle teams and for operational launch of the revised product
New product launches by studying the customer behaviour& insights gained by various channel & circle teams
Process owner for T24 - a shopping benefits program launched in association with Future Group
Review and update product portfolio to increase usage and revenues from users
Pioneered customer loyalty programs with telecom and non telecom products as loyalty rewards
Led conceptualization and execution of integrated Marketing program to increase market share in specific target groups in Mumbai market
oAdopted direct marketing approach to reach students in Mumbai region .Achieved nearly 5x growth in subscribers base in 4 months
Responsible for the design and development of marketing material for product marketing
oPart of the core team that led the brand change activity for loop mobile
oInteracted with agency for the delivery of creative’s and other communication material
oInteracted with printing agencies and vendors for delivery of marketing material
Innovative marketing with the launch of new services like
oThe mobile bazaar- unique concept adapting catalogue retail to mobiles
oRetail space selling on the recharge vouchers to local retailers in the Mumbai market
Develop the brand Equity of the channel Zee Cinema, among media agencies and clients. through planning and designing customized and innovative packages for various clients aimed at
~ Ensuring brand integration in the territory.
~ Suit the brand positioning strategies of the clients.
~ Match the personality of the brand with suitable channel offerings.
Developed new client bases by tapping non-conventional advertisers through innovative offerings for the regional channels, Zee Marathi and Zee Gujarati.
Received Mabel Tavares Scholarship for the highest marks in Maths and Statistics in Graduation final exam
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