Gurgaon, Haryana, India
Hi! I am a seasoned business professional from IIT Roorkee, with 20+ years of exp. across telecom, DTH, Hospitality & Travel. I have led several high-impact projects spanning large cross-functional teams & have extensive exp. across Growth Marketing (CLV/ CLM/ CRM), Inbound & Content Marketing, Process Simplification, Alliances, Consumer Experience & Flow Design and Stakeholder Management. KEY PROFESSIONAL HIGHLIGHTS 📌 I drove the change in business model for Airtel DTH during the regulatory intervention of National Tariff Order (NTO) ◾ Designed the backend product architecture, consumer flows and new consumer propositions as per revised regulations. ◾ Migrated 25 Mn+ consumers with minimal consumer dissatisfaction ◾ Gained 5% RMS (Revenue Market Share) to become #2 DTH operator within 18 months of changeover 📌 I helped launch India’s 1st android-based hybrid set-top box (Airtel Xstream) ◾ Achieved 20%+ penetration in top cities within 12 months of launch ◾ Created the Large Screen OTT Monetization roadmap for Airtel – blueprint for product features & content alliances 📌 I drove the digitization of DTH business across acquisition/ service renewal/ content management ◾ Achieved 12x increase in digital channel adoption through product design, UX flows, alliances & communication 📌 Maximized Consumer Lifetime Value (CLV) via Process Design, Retention and Revenue Upsell ◾ Reduced acquisition attrition by 33% in 12 months by redesigning on-boarding journeys ◾ Improved overall retention by 40% by aligning processes to address customer pain areas ◾ Drove 100% growth in upsell/ cross-sell revenue for 2 consecutive years through segmented consumer propositions 📌 Redesigned CX & User journeys across Web/ App/ TV Screen & IVR to make them simpler & intuitive ◾ Improved NPS by 5 points, Service Recovery over IVR grew 10x and Online V2O improved 4x 📌 Part of the ‘Airtel Black’ Core Team for creating a unified proposition & experience for customers across all businesses – Mobility, Broadband and DTH 📌 Scaled Inside Sales for DTH. Managed 1400+ outbound agents across 9 centers and 8 languages ◾ Grew contribution to 15% of acquisition and ~Rs.100 Cr. Of annualized revenue I am a certified SEO and Content Marketing Specialist, trained by the very best - Smartblogger and Copyblogger Pro. I am currently mentoring 2 start-ups to help them overcome their challenges in marketing, growth, CX & process design. Reach me at 📧 [email protected] or 📱9892049321 if you'd like to use me as a sounding board, or simply to grab some coffee!
Riverum is a global travel outsourcing company founded in 2021. Our operational excellence centres are based in US, India, UK, Romania & Moldova with over 1000 people and our mandate is to hire 5000 more.
Heading CLM, Propositions & Growth Marketing for Airtel Digital TV Services, Gurgaon. Key Responsibilities & Initiatives Undertaken: • Launched India’s first hybrid set-top box “Airtel Xstream Box” allowing seamless content consumption of both linear (live TV) and OTT. Instrumental in developing content monetization strategy on the box. • Revamped the digital customer acquisition (SAFO) journey on own assets (app & website) to scale online channel by optimizing various aspects of the funnel – Visit-to-lead ratio, lead-to-order and order conversion. Undertook search optimization to drive both organic traffic and regular performance campaigns across social media, Google & Facebook display ads. • Lead the redesign of the consumer journeys across digital assets (web & app) and made them simpler, intuitive & user friendly. This enabled superior consumer experience and also better opportunities for Growth Marketing to existing base. • Lead alliances with various TV OEMs (Samsung, LG, Xiaomi), e-commerce platforms (eg Amazon, Flipkart), digital wallet partners (PayTM, Amazon Pay, Google Pay) and other 3rd party players (eg. Dolby, Myntra) to create valuable propositions for consumers. • Key projects have included seamless transition to the new regulation regime (NTO) in 2019; Designing customized products for specific consumer segments such as FTA users & cable subscribers; re-designing the product interactions with the retailers (“mboss” app) & call-center advisors (“Decision-Tree” flows). • Developed Business Models to simulate impact of strategic decisions / policy interventions such as introduction of new tariff order for DTH operators by sector regulator.