Dec 2021 – Apr 2023 · 1 yr 4 mos · Mumbai · Hybrid

• Led real-time contextual Customer Value Management (CVM) initiatives for leading international telecom clients, enabling data-driven marketing and personalized customer engagement.
• Partnered with client teams to identify innovative CVM use cases, leveraging platform capabilities to design seamless, outcome-oriented customer journeys.
• Collaborated with product and solution development teams to translate business requirements into scalable platform enhancements, ensuring superior customer and user experience.
• Contributed to feature development and product enhancement initiatives to align existing CVM platforms with the organization’s long-term product roadmap and market trends.
• Drove campaign governance and performance optimization, maintaining a strategic balance between campaign effectiveness and platform efficiency.

Mar 2021 – Nov 2021 · 8 mos

• Developed and executed integrated CVM and marketing strategies aligned with both local business priorities and global frameworks to capitalize on emerging opportunities and adapt swiftly to market dynamics.
• Defined and implemented short, mid, and long-term strategic programs across the VIL product portfolio, driving customer engagement, retention, and revenue growth.
• Led cross-functional collaboration across Sales, Digital, Campaign, and Technology teams to design and automate customer lifecycle programs, enhancing efficiency and scalability.
• Created a comprehensive marketing and technology roadmap in close partnership with IT, integrating platforms such as SAS CI, NEON, MViva, and tools like charging & messaging gateways, CRM systems, BI/Analytics (SQL, Oracle), and multi-channel communication engines (SMS, OBD, IVR, USSD, Web, App).
• Established and tracked key operational metrics to monitor performance, identify bottlenecks, and drive continuous improvement through structured prioritization of technical and process enhancements.
• Partnered with vendors and technology partners for end-to-end project delivery—covering requirement analysis, effort estimation, solution design, implementation, and testing—while proactively managing risks and dependencies.

Jan 2019 – Mar 2021 · 2 yrs 2 mos

• Supported the development and execution of customer lifecycle campaigns aligned with marketing strategy to drive engagement, retention, and incremental revenue.
• Coordinated with cross-functional teams (Sales, Digital, IT, and Campaign Operations) to implement CVM initiatives and automate recurring marketing processes.
• Assisted in managing campaign management tools and communication platforms (SAS CI, NEON, MViva, SMS/IVR/USSD) for targeted and data-driven customer outreach.
• Monitored campaign performance metrics, analyzed outcomes, and shared insights to improve effectiveness and support ongoing marketing programs.

Mar 2017 – Jan 2019 · 1 yr 10 mos

• Led a 14-member marketing team, managing the segmented product portfolio across South & West regions including Rajasthan, Kerala, Karnataka, Gujarat, Tamil Nadu, Maharashtra, and Mumbai circles.
• Designed and implemented personalized recharge and engagement offers based on customer usage patterns, spending behavior, and regional insights to drive retention and ARPU growth.
• Conducted customer segmentation and profiling using SAS Enterprise Guide, leveraging demographic, behavioral, and value-based data for targeted marketing interventions.
• Generated data-driven customer insights through benchmarking, analytics, and market feedback to identify key customer triggers and business opportunities.
• Collaborated with analytics teams to develop and refine churn prediction models, enabling proactive retention campaigns and improving customer lifecycle value.
• Developed and executed training and capability-building programs to enhance product knowledge, analytical proficiency, and customer engagement skills across the marketing team.

Feb 2015 – Mar 2017 · 2 yrs 1 mo

• Managed end-to-end campaign lifecycle using SAS Customer Intelligence, including conceptualization, execution, and performance tracking for campaigns focused on cross-sell, up-sell, churn prevention, and revenue growth.
• Led segmented campaign operations for key telecom circles — Assam, North East, UP (West), and Delhi — ensuring targeted customer engagement and improved offer relevance.
• Spearheaded the launch and process setup of campaign management frameworks for the Assam and North-East circles, establishing structured execution and monitoring mechanisms.
• Utilized SAS Enterprise Guide for advanced customer segmentation, profiling, and micro-segmentation, enabling design of segment-specific offers and communication strategies.
• Applied test marketing methodologies using control and holdout principles to measure campaign profitability and optimize marketing ROI.
• Conducted market visits and feedback sessions with retailers and customers to identify process gaps, improve campaign performance, and enhance customer experience.

Jul 2014 – Feb 2015 · 7 mos · On-site

• Accountable for net revenue and REC maximization, driving ARPU and ARPM growth through targeted lifecycle initiatives and customer value strategies.
• Led usage stimulation programs and tariff optimization initiatives focused on enhancing voice usage, processing fee protection, and overall revenue efficiency.
• Collaborated with Sales and Marketing Communication teams to design and execute promotional campaigns and segment-specific programs aimed at increasing customer engagement, usage, and penetration.
• Conducted analysis of voice plans and revenue streams to identify growth opportunities and ensure continuous ARPU improvement through data-driven decision-making.
• Developed and implemented innovative Voice and SMS-based offerings to strengthen customer engagement and drive incremental revenue growth.

Jan 2011 – Jul 2014 · 3 yrs 6 mos

• Led customer lifecycle management for data and voice portfolios, driving usage enhancement, retention, and ARPU improvement through targeted lifecycle interventions.
• Spearheaded SMS-based application development in collaboration with IT and Network teams to strengthen customer engagement and enhance communication effectiveness.
• Conducted cost-benefit analysis of system tools, driving platform upgrades and process improvements to improve operational efficiency and marketing effectiveness.
• Directed new product development initiatives, including hand-holding STVs, FRCs, tariff packs, and VAS combo products, boosting acquisition, usage, and brand visibility.
• Managed end-to-end campaign execution on SAS, covering design, rollout, monitoring, and post-launch analysis for usage stimulation and retention programs.
• Collaborated with cross-functional teams to launch and communicate promotional schemes across customer and trade channels, ensuring alignment with business and revenue objectives.
• Analyzed voice plan performance and revenue streams, conceptualizing innovative Voice and SMS-based offerings to enhance customer experience and drive incremental revenue.

Apr 2010 – Jan 2011 · 9 mos

• Responsible for development and penetration increase of VAS to achieve budgeted VAS Revenue & increase the revenue contribution to total revenue targets.
• Prioritize key VAS initiatives, Manage Product Profitability, Advertising, Tariffing, Distribution drivers & Consumer promotions for VAS penetration
• Formulate and analyze different VAS services, their revenue streams and ensure ARPU improvement & penetration.
• Develop innovative Voice & SMS based services that enhance revenue and brand image.
• Manage and co-ordinate with vendors, advertising, designing agencies and various groups within the company for developing communication strategies for the promotion of VAS.
• Infuse localized content and services into vas portfolio.
• Responsible for budget/costing about product designing, implementation for VAS services.

Sep 2008 – Apr 2010 · 1 yr 7 mos · On-site

• Managed end-to-end lifecycle of VAS products (SMS, Voice, IVR, RBT, WAP), achieving annual revenue and ARPU growth targets across operator accounts.
• Collaborated with marketing, technical, and customer service teams to drive product awareness, adoption, and customer engagement.
• Led requirement gathering, feasibility assessment, testing, and implementation for new VAS launches, ensuring timely and seamless rollouts.
• Oversaw billing, collections, and performance reporting, ensuring accuracy, compliance, and stakeholder visibility.
• Drove product innovation and strategy refinement, identifying new opportunities to enhance revenue and customer experience.

Jun 2007 – Sep 2008 · 1 yr 3 mos · Jaipur · On-site

• Supported the development and execution of the VAS strategy and marketing roadmap to drive customer engagement and revenue growth.
• Achieved revenue and ARPU targets through improved VAS penetration across Consumer and Enterprise segments.
• Coordinated with technical, IT, and customer service teams to ensure smooth deployment and operation of VAS offerings.
• Partnered with vendors and content providers to localize products, enhance promotions, and expand service adoption.
• Monitored product performance and revenue streams, identifying opportunities for enhancement and profitability improvement.