General Manager - Digital Sales & Marketing
Vodafone India Ltd
Total years of experience :16 years, 11 Months
Own the Vodafone India (2nd Largest Telco. In India with 200Mn subscribers) Website & APP. Lead the Digital Sales & Marketing team & responsible for conceptualization, set up & delivery of low Cost Digital Channel across multiple Product lines on the Web & APP
•Drive annual revenues of USD $150Mn & increase active user base on Mobile APP to 25 Mn users per Month
•Launch new Products/variants more conducive to Digital space
•Responsible for owned, earned and paid media across the Web, App and mobile websites to ensure traffic generation, user engagement and eventual value creation from online acquisitions, U&R, and digital payments
•Optimize User Journeys/ User Stories for online consumer products and constantly work towards enhancement of UI/UX through methods to create a superior online sales experience
•Ensure lowest cost of acquisition & adoption
•Run multiple campaigns to customize journeys, build engagement and drive usage
•Define and monitor website and app key performance metrics of Performance Funnel (Website Traffic, Conversions, Drop-outs, Load times etc.) to drive digital business growth.
•Develop personalized journeys to drive usage and acquisition
•Increase customer retention and activation
•Creative new opportunities & channels to revenue & adoption
Drive digital marketing initiatives at DBS bank to increase the engagement & perception of brand within the target segment and lead performance marketing for Consumer banking & SME business and also for ‘digibank’ mobile application to drive downloads for product usage.
•Ideate and execute campaigns to engage with consumers and increase the visibility of brand DBS with campaigns such as Chillipaneer2 & Action against cyber theft (ACT)
•Own the ‘Online Sales budget’ and leverage Paid and Owned media to drive customer acquisition
•Improve efficiencies by monitoring, measuring and planning core Sales metrics
•Drive the marketing strategy to increase the app installs of digibank and retention.
•Set up the marketing funnel to acquire new to bank customers for consumer banking and SME business.
Developing and driving online initiatives for DBS Bank in India to increase footprint and visibility; Website design & user experience; online customer acquisition campaigns for new product promotion and existing product cross-sell. Increase penetration of internet banking & mobile banking among existing customers and new to bank customers.
•Formulating & executing online campaigns to drive usage and acquisition
•Development of new website & tools based on user experience & guidelines
•Implement and monitor online campaigns to achieve efficiencies and meet business objectives.
•Worked on lead generation and monitoring system to ensure effective tracking of leads.
•Maintain & monitor the existing website along with performance tracking.
Online Channel Management; Development of insight based online strategies for visibility & supporting the business in customer acquisition, retention and share of wallet growth strategies across Retail, Wealth & Broking channels.
•Developed and own the website through competitive benchmarking, user experience & usability studies for customer interaction, usage, retention & lead generation. Achieved 35% increase in website visits in 12 months.
•Extensively worked on launch of www.myuniverse.co.in along with agency evaluation, brand projection and digital 360 degree launch strategy.
•Developed online business strategy to promote and sustain assets created.
•Strategizing marketing plans for product launch & ensuring maximum impact with increased ROI. Monitoring Cost per visit & Cost per Customer as a metric.
•Launched online broking & mobile trading platform to increase product usage across owned and paid media.
•Implement campaigns for customer acquisition through digital medium and telemarketing.
•Maintain control on budgets and cost of lead and acquisition, constantly improving these metrics and the quality of leads, including the entire process.
•Constantly engaging with vendors & alliance partners to improve campaign effectiveness.
•Real time monitoring of marketing campaigns and constantly monitor the effectiveness of online media, SEM & SEO campaigns.
•Regular monitoring and updation of the website along with content management.
•Creating customer cross-sell campaigns to increase share of wallet.
Internet Channel Management; generating business from online campaigns leading to new customer acquisition by collaborating with portals, websites, vendors & manage implementation of innovative, creative and effective Integrated Marketing Programs within budgetary guidelines (revenue and budgetary responsibility)
•Leading Analysis, Segmentation & New Initiatives resulting into increase in lead efficiency by 20%, there by reducing the overall data cost by 30%
•Achieved increased channel Sales Contribution from 3% to 10% by efficient process management, while managing National Sales team
•Achieved a business target of Rs 23.4 Crore INR leading to 114% Target vs Achievement
•Responsible for planning and monitoring all India sales of 160 Sales force & marketing plans through direct sales model
•Formulation & execution of marketing calendar in sync with the sales targets
•Conceptualizing & developing customer acquisition campaigns using analytics based on existing customer behavior
•Designing profitable online marketing plans & augment e-business through initiatives.
Project Manager, May '08 - Mar '09
Controlling business processes, identifying gaps and implementing process improvement keeping in mind, business insights through data-analysis, Manpower Planning & Business forecasts (Karnataka, Tamil Nadu, Kerala)
• Monitored & Improved performance of 440 direct sales force in South India leading to highest achievement and active qualification in National rankings.
• Managed the responsibility to start up new business initiatives by tapping into innovative additional revenue streams (New market, Worksite etc)
• Driving agent level profitability through Product Mix, Goal Sheet & Rewards and Recognition
• Optimizing channel level efficiency by analyzing the impact of KPI's
• Implemented worksite campaign at 113 locations at various corporate locations
• Achieved No.1 region in Overall business and Worksite for DM in India FY08-09.
Sales Manager, Dec '07 - Apr '08
Established new territory (Meerut, Uttar Pradesh), including acquisitions of new clients through leads generated & development of current clients with up-selling / cross selling.
• Exited FY 07-08 at No. 2 new business territory with 22% MOM growth in sales
• Mentored and developed sales team of 20 Financial Service Consultant
• Conducted Fortnightly performance review, supervise daily activity plan & ensure growth of the sales personal by limiting attrition and promoting employee development.
C.B.S.E., Indian School Muscat, Oman