Cyril Prasanna Kumar Potharaju

Key responsibilities:
Strategic Marketing Leadership: Formulate and execute ASEAN regional marketing strategy to align with overall business and marketing objectives and develop marketing roadmap supporting both B2B and B2C initiatives while fostering a growth mindset.
Digital Marketing Strategy: Develop and implement comprehensive digital marketing strategies that encompass SEO, SEM, PPC, influencer marketing, and social media marketing to boost online visibility and engagement.
Consumer Engagement CRM: Implement AI-driven insights and personalized communication strategies to enhance customer interactions, automate responses, and predict consumer behavior, ensuring a seamless and tailored experience across all touchpoints.
Consumer Data Platforms (CDP): Master a deep understanding of CDP, and optimize customer segmentation, personalization and engagement using 1P, 2P and 3P data to improve customer retention and revenue growth.
E-Commerce Integrations: Streamline platform connectivity and enable seamless customer experience, real-time inventory management and enhance sales performance.
Loyalty Programs Management: Design and manage customer loyalty programs to increase retention, enhance customer engagement, and drive repeat purchases.
Data Analytics & Performance Measurement: Analyze data to assess marketing campaign effectiveness, leveraging performance marketing metrics, KPI tracking, and insights to drive optimization and growth across diverse markets.
Generative AI Implementations: Explore and integrate generative AI technologies to enhance content creation, personalization, Chatbot, and customer engagement across marketing channels.
Product Marketing & Brand Management: Oversee product marketing initiatives and brand management efforts to ensure alignment with business objectives and consistent messaging across all channels.
Operational Optimization: Spearheaded operational improvements across multiple departments, enhancing efficiency, reducing costs, and improving service delivery across the region.
Spearhead Product Development: Define brand identity, brand positioning, marketing and communication strategies, and long-term growth strategies to align product offerings with market needs.
Business Development & Relationship Management: Drive business development initiatives and manage relationships with key stakeholders, partners, and clients to foster collaboration and support growth objectives.
Go-to-Market Strategy Development: Collaborate with regional marketing teams to develop and execute go-to-market strategies that align technology solutions with business goals in all target regions.
Cross-Functional Collaboration: Partner with product development, sales, and customer service teams to ensure marketing strategies are aligned, leveraging insights and feedback to enhance campaign effectiveness and customer engagement.
Financial Management: Oversee the regional marketing budget and P&L management, optimizing resource allocation and assessing return on investment (ROI) in performance marketing strategies across ASEAN region.
Team Development: Lead and mentor a team of marketing technologists and analysts across different regions, fostering a growth mindset and providing training on emerging tools and technologies.
Vendor Relations: Establish and manage partnerships with technology vendors, negotiating contracts and ensuring quality service delivery for performance marketing tools across B2B and B2C sectors.

• Create and implement marketing strategies and plans to achieve business goals and objectives. Conduct research to understand market trends, customer needs, and competitive landscape.
• End-to-end ownership of projects, including creating project plans, product roadmaps, defining the scope of work, gathering requirements, conducting feasibility studies, performing gap analysis, planning sprints, documenting processes, designing and proposing solutions, implementing changes, reviewing and approving QA test cases, creating and executing UAT plans, and deploying solutions in production.
• Conduct detailed as-Is process analysis and designed To-Be solutions using lean concepts and tools, aligning strategies to deliver transformational business benefits.
• Manage stakeholders, both internal and external, as well as resource planning, cost estimation, and budget allocation.
• Collaborate with the UI/UX design team to develop wireframes, mock-ups, and designs for digital projects.
• Create comprehensive documentation including Process Understanding Documents (PUD), project charters, Statements of Work (SOW), Business Requirement Documents (BRD), Functional Specification Documents (FSD), product backlogs, sprint backlogs, As-Is and To-Be process flows, Solution Design Documents, user stories, acceptance criteria checklists, and user manuals.
• Work closely with cross-functional teams including front office, middle office, developers, QA, product centres of excellence (COE), legal and compliance, and production support teams to ensure project delivery within agreed timelines.
• Facilitate daily stand-ups, status updates, product demos, and retrospectives. Provided proactive coaching to teams and recommended continuous improvements for processes and tools to optimize team productivity and quality.

• Lead the team to identify and successfully deliver critical business optimization and design initiatives aligned with strategy, including process controls, Robotic Process Automation (RPA), Machine Learning, and Optical Character Recognition (OCR).
• Conduct and manage detailed as-Is process analyses and designed To-Be solutions using lean concepts and toolsets, aligning strategies to deliver measurable and sustainable transformational business benefits.
• Analyse processes to enhance efficiency by eliminating waste and reducing variance using Lean Six Sigma methodologies.
• Coach and conduct workshops for managers on Process Excellence (PEX) tools, fostering a culture of Continuous Improvement (CI) within teams.
• Provide status reporting, ensuring visibility on progress against milestones, benefits realization, and transparency of risks and issues.
• Work continuously towards improving customer experience by conducting regular Voice of the Customer surveys and addressing identified areas for improvement.

• Conduct market research to identify potential Business opportunities, trends, competitor analysis and consumer needs.
• Collaborate with business development, marketing, and product departments to create compelling proposals.
• Manage and maintain a structured analysis of target markets and clients, ensuring accurate documentation within the CRM system.
• Provide market analysis and feedback to global and regional teams regarding industry trends and competitor developments.
• Capture high-level and detailed business requirements and user stories from stakeholders, translating them into functional specifications.
• Evaluate system requirements, perform gap analysis, and create comprehensive documentation. Manage the team and coordinate with clients to deliver periodic reports and analyses.
• Develop functional specifications for analysts to deliver technical solutions and train end-users on application usage.
• Engage stakeholders by facilitating workshops and presentations, understanding their business processes, procedures, and use-cases to develop a growth strategy focused on financial gain and customer satisfaction.
• Discover and explore new business opportunities, building long-term relationships with new and existing clients.

• Responsible for Project Management activities - Budget, Schedule, scope and resources.
• Managing project issues, change management, risks, and actions.
• Played key role in designing, executing and on boarding of new PBMs through an automated system that reduced the lead-time by 40%.
• Developed a cost effective generic system that allows various common benefits like MOOP, Accumulators for all the PBMs and TPAs.
• Led strategic planning initiative to increase productivity and effective resource utilization by forecasting and budgeting for upcoming projects and work orders.
• Successfully managed team of 15 people and led them in various complex projects through identifying, developing and managing over technical requirements throughout project lifecycle.
• Improved the auto-adjudication rate by 2% by making routing and refresh process of claims more robust.
• Saved $5000 towards the process improvement of DASD to TAPE conversion.
• Recipient of Star award for successful implementation of AIMS project.
• Recipient of sustaining edge award for automation of system test which reduced the turnaround time by 70%.
• Certified in AHM250, RSA level 2 and Lean Six Sigma.

• Gather and analyse business requirements by collaborating with stakeholders to understand their needs and objectives.
• Develop and document detailed business requirements, functional specifications, and process flows to guide project development and implementation.
• Conduct gap analysis to identify discrepancies between current and desired business processes and recommend improvements.
• Facilitate communication and coordination between business units, IT teams, and other stakeholders to ensure alignment and smooth project execution.
• Create and manage project documentation, including business cases, project plans, and status reports.
• Conduct feasibility studies and cost-benefit analyses to support decision-making and prioritize project initiatives.
• Develop and execute test plans to ensure that solutions meet business requirements and quality standards before deployment.
• Monitor and analyse key performance indicators (KPIs) to assess the effectiveness of implemented solutions and recommend adjustments as needed.
• Support change management efforts by providing training, creating user manuals, and ensuring a smooth transition to new systems or processes.