I combine my professional qualifications and 18+ years of work experience with a solid understanding of business to build long term & profitable customer relationships for any brand or organization. Along with operating from a leadership position, I work closely with the team/s to make sure things happen! I don’t shy away from ‘rolling up my sleeves and getting my hands dirty’. One of the benefits I deliver is my robust understanding of the technical aspects of marketing. My main priority is to work with businesses and customers to plan and implement effective customer strategy as a platform for revenue growth. My work history below would give you a glimpse of just that!

2014 - 2020

Head of CRM, Al Tayer Retail, GCC

Verticals under my remit included Loyalty; Insights & Analytics; Digital Customer Communication and NPS across 80+ brand portfolio in 6 GCC markets - UAE, KSA, Kuwait, Qatar, Bahrain & Oman. Led Retail CRM & NPS strategy to support growth for global luxury brands & optimize and deliver CRM Capex & Opex ROI. Launched financial accounting model for the programme i.e. Cost per point (CPP). Loyalty programme’s custodian for Brand CI, positioning and equity in all business initiatives. Led negotiations to agree key commercial terms forming basis of Legal Agreements; Management of the legal process to final contracts. Design & deliver Digital CRM strategy, led with advanced analytics to leverage quantitative and qualitative data for customer personas, customer journeys, determine common/distinct cohort behaviors, and create a holistic view of customer base. Business Strategy Lead for CRM platforms - led the solution design and delivery for all CRM systems including Salesforce.com (SFMC, SFSC), Maxxing (Loyalty Platform), Oracle Data Warehouse and SAS integrated with POS, Micros, Magento, SFCC etc.

2013 - 2014

Chief Manager - CRM, Marks & Spencer, India

Head loyalty programme with 82% contribution to M&S India business. M&S India case study nominated for ‘Best Practices’ amongst 40 countries in bi-annual Marketing conference held at M&S, headquartered in the City of Westminster, London in November 2013 (highlighting the multiple projects and achievements in a short span of 3 months). Launched & managed the rewards programme to drive customer touch-point strategy to monitor and increase customer life time value (CLTV). Designed customer segmentation practice to identify different customers based on business value they provide to the brand.

2007 - 2013

Chief Brand Manager, MetLife, India

Responsible to grow brand share and long-term strength, ensuring adherence to brand guidelines and enhance brand visibility. Led all advertising, media planning & buying and third-party media audits. Led the brand relaunch of “PNB MetLife” in India, post Punjab National Bank (PNB) acquired 30% stake in MetLife India Insurance Co Ltd. Spontaneous brand scores moved from 12% to 26%; 47% growth in website traffic; 350% growth in inbound leads; Reduced lapse by 24%. Led the Customer Engagement Program - designed & executed all cross-sell & up-sell initiatives to generate incremental revenue & increase product density. Designed and implemented marketing intelligence across campaigns - data extraction, customer selection, campaign design & launch, reporting & tracking.

2005 - 2007

Key Account Manager, Aviva, India

National Lead for ABN AMRO Bank & American Express partnerships. Improved the average ticket size by 30%, sales force productivity by 33%; Realigned product mix to include 35% long-term products in the portfolio; Improved portfolio persistency to 98% in new business in 2006 as against 85% in 2005.

2004 - 2005

Product Sales Manager, ICICI Lombard, India

Drove sales and new business development through channels, intermediaries, alliances and strategic partners (Relationship Managers) in coordination with Underwriting, Re-insurers, Broker, Claims and Loss Prevention. Designed insurance portfolio and pricing along with the product development and reinsurance team & ensured quality of the portfolio sourced, in terms of, acceptable profile, financials and risk grade.

2004 - 2005

Management Trainee - Strategy, Jubilant Organosys India

Identified new opportunities for business development (mergers, acquisitions & takeovers) across different businesses. Developed business financial models and valuation models for new businesses to be acquired or improved. Formulation of Chemistry Services Division - Business Plan, Marketing Plan & Go-to-Market Strategy of Jubilant into Biopharmaceuticals.