Director Digital Marketing
Peugeot Citroen Automobiles
Total years of experience :23 years, 2 Months
Peugeot S.A. s a French multinational manufacturer of automobiles and motorcycles sold under the Peugeot, Citroën, DS, Opel and Vauxhall brands
Founding member & 6th employee, part of the core team responsible to set up the Citroen brand in India.
With disruption in the dealership model & with digital changing the car buying experience, the mandate was to build out Citroens digital capabilities & use technology to create an alternate to traditional sales. Responsible for leading the initiative and setting up a team to drive this digital transformation.
• Launched www.citroen.in which was built on Googles latest technology, a first for any auto brand.
• Driving the transformation of offline dealerships to make them technology-ready with an increased focus on setting up digital experiences within the stores to enhance customer experience and drive sales.
• In the process of building & deploying a unique 1st of its kind platform in India to sell cars online. Worked with Capgemini, the technology partner to support and lead all phases of the solution development lifecycle from scoping, concept to requirement definition, design, QA, roll out and user adoption using Agile methodologies
• Led Citroens “Digital only” marketing strategy. With 100% marketing budgets allocated to digital. Responsible for Social Media Strategy, Influencer Marketing, setting up ORM & social listening. Also, conceptualize a robust KPI based mechanism to track brand sentiment & evaluate marketing effectiveness.
• Built the digital marketing function from scratch in terms of strategy, processes, budget & manpower management
Tata Motors Limited is an Indian multinational automotive manufacturing company
Brought on board to set up and build a Centralized Digital Team & Centre of Excellence to support digital marketing initiatives across all Tata Motors brands and LOBs including Nano, Safari, Manza, Aria, Indica, Vista, Zest, Tiago, Hexa & Nexon. Reported directly into the CMO while managing a large digital team consisting of Search Engine Marketeers, Website Managers, Social Media Executive & Content Writers. Was promoted to AGM within 9 months of joining the company.
• Created Integrated Marketing Campaigns across Tata Motors brands & managed a 35 - 40 Cr marketing budget annually.
• Developed a detailed marketing roadmap across digital platforms (online, mobile, website, CRM, social). Digital contributed to 10% of sales & revenue generated.
• Consolidated the Digital Footprint for Tata Motors by consolidating all social media channels across 14 Brands & 30Mn followers.
• Consolidated digital agencies from 4 to 1 which resulted in process & cost efficiencies which led to a saving of 10 Cr annually
• Conceptualized & implemented "SOCIAL HUB" an in-house ORM team in TATA Motors - the first of its kind in Indian Auto Industry.
• One of the first brands to capitalize on the Web Series trend to launch Tripling with Tiago with TVF. The show took awareness up by 75% & consideration by 21% (Millward Brown Study)
• From Zica to Tiago - turned around the bad press & brand crisis by spearheading the relaunch in 4 days flat via an innovate Crowdsourcing activity. This went on to become a Global Case Study.
• Using WebGL & gaming technology, conceptualized and led the development of 'Car Configurator' - a first of its kind virtual & immersive test drive experience for Tata Hexa. Online product engagement shot up & average time spent on the website went up by 3x. This also contributed to 100 car sales in a year.
Jet Airways Ltd. is an Indian international airline based in Mumbai
Tasked with ensuring spike in ticket sale revenue via digital marketing with a sharp focus on Performance Marketing - SEO, SEM, Google Search Marketing & Social Media. Managed digital marketing strategies with a clear focus on increasing revenue as well as guest engagement satisfaction. Conceptualized & implemented successful Customer Engagement Programs to increase loyalty. Also managed not just national, but International Social Media campaigns too.
Apollo Munich Health Insurance is the largest Indian health insurance service provider
Joined as Sr Manager and promoted to Chief Manager & National Head. Hired to help the company gear up for the digital world and provide their products on new distribution channels. Responsible for formulating this digital strategy, hiring the right team to execute and defining processes for setting up and building from the ground up an alternate digital sales channels to help sell health insurance via online partnerships and platforms. These efforts increased market penetration, tapped into new customer segments and increased overall revenue.
• Formulated strategy & a 3 year roadmap for a 'Digital Services Platform' to aid in multi-channel distribution. It generated revenue of INR 120 Mn as on March 2011
• Implemented the e-commerce "Buy Online" platform for easy and direct issuance of health insurance
• Essayed a stellar role in revamping www.apollomunichinsurance.com a medium scale e-commerce website with superior user experience and navigation, relevant content and user interactivity
• Forged strategic alliances with one of the biggest online travel partners in India - www.makemytrip.com. This deal generated sales of an average of 2000 travel insurance policies a day
ICICI Lombard General Insurance Company is India’s No.1 private General Insurance player
Part of the founding team at ICICI that was especially hired to implement innovative marketing strategies to sell insurance policies that were typically sold offline via agents. These strategies accelerated sales and generated business at scale which led to a promotion within 10 months of joining the company.
• Partnered with cyber cafes to promote and sell Online Insurance through tie-ups. Successfully converted 60 cyber cafes into insurance shoppes within a span of 6 months
• Implemented a "Multi-Level Marketing" program which led to revenue growth from .01 million in Jul-04 to 4.5 million per month in Mar-05
TATA Infomedia India Ltd. is a media company with a portfolio of products spanning Business Directories, Magazine Publishing, Printing Services and Direct Marketing Consultancy.
Responsible for mapping customers & pitching Tata Infomedias services to generate new business. End to end servicing of onboarded clients.
• Instrumental in conceptualizing, implementing and running successful Direct Marketing Programs for 2 of the largest accounts - Alcatel Phones as well as a pan India launch of DIVA, a premium Women’s Credit Card by Standard Chartered.
Represented Orissa State in Republic Day camp as a "Best Cadet"