Sep 2019 – Mar 2022 · 2 yrs 6 mos

• Lead the charter to grow the repeat business and strengthening the largest Direct to Consumer channel for the group.
• Work with a team of Data Scientists, Engineers & Analysts to help build the next-gen Loyalty tech platform that unlocks long term value and superior customer proposition.
• Managing the entire Customer life-cycle and own all KPIs and performance metrics to proactively develop and optimize CRM programs to create the best guest experience.
• Oversee and optimize marketing automation strategies to drive customer retention and sales, including life-cycle emails, personalized triggers, and daily campaigns.
• Key Achievements:-
• Led 3 successful Martech implementations of Salesforce CRM (Customer data platform, marketing cloud and Einstein analytics)
• Set-up the in-house E-mail marketing division to roll out the marketing campaigns which led to annual savings of INR 2 million and reduced the Campaign lead time from 5 to 2 days.
• Successfully launched "Oberoi One" - guest recognition program for the flagship brand: Oberoi Hotels & Resorts by building and deploying the loyalty engine from scratch.
• Revamped Trident Loyalty program "Trident Privilege" without taking any downtime. The refreshed program led to 15% increase in guest engagement.
• Rolled out over 400 targeted data driven personalized campaigns till date generating incremental revenue of over 100 cr.
• Build and deployed the Master database which can fetch the data for 200+ scenarios in a single go.

Sep 2016 – Aug 2019 · 2 yrs 11 mos

Oct 2014 – Aug 2016 · 1 yr 10 mos

Jul 2013 – Oct 2014 · 1 yr 3 mos · Noida Area, India

• Leading and managing the CRM vertical for Dominos at Pan India Level.
• Drive actionable insights through data mining for customer profitability analysis & campaign planning
• Define and implement predictive models, customer & marketing analytics to drive acquisition, retention, cross sell & higher share of wallet.
• Developed and implemented the Customer Lifecycle management program for the organization

Apr 2012 – Jul 2013 · 1 yr 3 mos · Gurgaon, India

• Fashion and You is the Leading Online Retailer of Fashion, Luxury and Lifestyle goods in India. Termed as the Hottest Start-up of 2010, it has been accredited with Star Retailer Debutant Award.
• Analyzing and Evaluating Customer Behavior and experience and provide actionable insights to various areas of the business.Managing customer engagement and other CRM initiatives.
• Manage & run Loyalty program for Fashionandyou.com
• Managing benefits, rewards and Point management system for the Loyalty program.
• Conceptualize and execute different customer engagement campaigns to drive retention, cross sell & Up sell.
• Working closely with marketing communication team for developing templates.
• Establishing program performance metrics – monitor, record & analyze results on an ongoing basis.
• Handling customer surveys & feedback management, developing and optimization of CRM processes.
• Core activities:-
• Customer segmentation (RFM technique)
• Behavior based modeling (propensity,churn, etc…)
• Loyalty Management
• Customer Shopper Insight
• Campaign Management
• Competitive Analysis
• Customer Experience Management
• Customer Retention and acquisition
• Spend Analysis
• Monthly Audit & Reporting
• Fraud detection

Jun 2009 – Mar 2012 · 2 yrs 9 mos

• Expertise in Fraud Analytics, responsible For Analyzing, Predicting and Preventing Fraud Losses on American Express Corporate Cards in EMEA and ANZ Region using Six Sigma Methodologies.
• Identification of the Industries prone to risk of Fraud through data Mining and Market segmentation techniques and Apprising the Leadership Of the Same.
• Responsible for preparation and delivery of Quality Dashboard, KPI reports, process map and SOP. Supporting workout/calibration sessions to identify process improvements and minimizing variability in business processes by driving Quality Function Deployment (QFD)
• Building and leveraging relationship with Business Partners by assisting them in queries and concerns.
• Data Maintenance and Administration of Regional Databases for identifying patterns of fraud, and evaluating the risk factors involved.
• Proactively communicating the policies and procedures to Internal and External Clients.
• Responsible for delivery of the structured Management Information Reports by performing ad hoc analysis and generating Standard/custom made reports ensuring data quality & accuracy.
• Providing operational oversight, project & program management, identifying opportunities for automation, cost savings and process improvement
• Acting as an Operational subject matter expert to support ADM team with complex issues related to unique client need.

Feb 2006 – Jun 2009 · 3 yrs 4 mos

• Extensive experience in Business Research & Analysis of Traveler Cheques & Prepaid products settlement exceptions & relative discrepancies with Clients and implementing problem resolutions
• Expertise in minimizing write off losses due to unresolved exceptions on Branch Closure & Merger and Acquisition activities through Credit Risk assessment tools like Exposure Management Information System, Evaluating Vendor & Customer Behavior
• Worked on initiatives to improve work processes by automation and re-engineering existing processes.
• Key Resource in Identifying exceptions trends and overall customer group positions through MS Excel/Access & Business Intelligence & Analysis tool
• Handled Bank Reconciliation of accounts in compliance with SOX principles & guidelines
• Worked on various Client Advisory initiatives in B2B segment on Cheque Management services, settlement queries & issues, inventory control, bank account information
• Involved in Regular tracking on Mergers, Acquisitions and Branch closure cases

Oct 2004 – Feb 2006 · 1 yr 4 mos · Gurgaon, India

• Advisory role with clients Bank of America, J.P Morgan and Boeing, on queries and discrepancies of the Health plans related to Health and group benefits
• Principal role in Collaborating with Health plan consultants in US
• Demonstrated prowess in Verification Processes, regarding eligibility status of the employees for the insurance plan
• Handled the reconciliations of all the health plans discrepancies
• Project Management - "Premium Manual Adjustment Migration to India"
• Single-handedly managed a project to migrate a process from Orlando to India comprising of a team strength of 18 FTE
• Calculating the premium for employees basis their plan and demographics.
• Reviewing the Financial Impact on the Health Plan Companies.
• Working with Virtual Teams in USA for successfully Migrating process to India
• Forecasting the no. of Discrepancy and Errors by doing Data Analysis