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Summary

 Marketing & Communication  professional with 18 years extensive experience in key departments with British Airways in India.

Selected to the British Airways Asia pacific Leadership programme (2009-11) 

Delivered outstanding results managing tactical and brand campaigns for South Asia 

Self motivated, creative and enjoy a good challenge.

Work History

Apr 2016Current

Vice President, Corporate Alliances.

SME MaXX
  • E commerce platform exclusive for small and medium businesses.
  • Drive and manage corporate alliances across verticals. 
  • Business development and marketing communication.
Apr 2011Aug 2015

Marketing Executive - South Asia.

British Airways plc, Bangalore
  • Custodian of the British Airways brand in the South Asia region.
  • Successfully delivered tactical and brand campaigns managing annual budget between gbp 2-4m with ROI of 2-5.
  • Portfolio of managed campaigns on Digital/ Socialmedia/ Offline (not limited to)
    • Unexpected Kingdom & GREAT
      • In partnership with British Tourism Authority to promote little known aspects of UK. 
    • Terminal 5 Heathrow
      • Campaign to promote Heathrow Airport as a destination in itself. 
    • Product Campaigns 
      • Awareness and engagement campaigns to promote First, Club World and Economy cabins including experiential elements like installations and mall activations.
    • Tactical Sale campaigns 
      • Tactical campaigns planned strategically to support commercial requirements.
    • Specialist Campaigns 
      • Finding new and innovative ways to engage with Students , Expats, SME segment, Corporate heads through activities and campaigns aimed at specific audiences. 
  • Stakeholder management : Commercial leadership, Suppliers, Creative and media agenies, Other teams .
  •  Internal and external communications
    • Loyalty base, trade and corporate partners, tourism authorities and corporate houses.
  • Curate monthly newsletters for trade and corporate customers. Broadcast information as and when required. 
  • Events, partnerships, engagement activities.
  • Actively engage in customer research and insight programmes which feed into enhanced customer experience and products.
Apr 2009Mar 2011

Asia Pacific Leadership Programme. 

British Airways plc, Gurgaon.

Two year intensive immersion in key areas of Revenue Management & Airport Operations.      

Revenue Management ( Gurgaon ) 

  • Pricing strategy, revenue and market analysis, business intelligence tools to report trends and forecasts, contract audits.     

Airport Operations ( Bangalore)               

  • Business continuity plans, Station emergency procedures, Internal control checks, Supplier relations and payments, Team management, Administrative functions which included staff payroll.

Dec 2006Mar 2009

Account Manager - Corporate Sales.

British Airways plc,  Bangalore
  • Leveraged a committed and consistent relationship with Bangalore's top companies and organizations to gain a significant market share of International business travel.

  • Delivered an annual revenue upwards of GBP 8.5million.
Jul 1997Feb 2004

Area Sales Development

British Airways World Cargo, Delhi.
  • Drive incremental revenue through targetted sales activities. 

  • Forums. events and workshops  for Cargo agents .
  • Manage relationships and resolve conflict 

Dec 1996Jun 1997

Contact BA Global Support

British Airways plc, Delhi.
  • Support functions to assist UK & Ireland Telesales.

  • Specialist training on various computerized reservation systems ; Amadeus / Sabre / Galileo / Worldspan used by travel agencies.

Education and Certification

Sep 2015Feb 2016

Certificate in Executive Leadership

Cornell university

Managing strategic change, Negotiations, Creativity in leadership, Decision making, Coaching & Mentoring 

2016

PMP Learning ( Pending certification)

36 hours of Project management learning completed. Appearing for PMP certification exam in August 2016. 

Corporate Opportunities & Achievements

  • As member of British Airways South Asia Commercial leadership team (2011- present), actively engaged in commercial strategy planning and participated in cross regional business forums in India & overseas.

  • Attended trainings and certifications : World Class Selling ( London), Managing supplier relations ( London), Performance Management ( Delhi)
  • As part of Apac regional marketing, work in a global team with colleagues based in UK, Africa, China, Middle East, Hong Kong, Singapore and Australia.
  • Recipient of recognition across departments and nominations at commercial forums.
    • Star award ( outstanding contribution, 2014),
    • Special contribution award (Commercial 2012),
    • Initiative & Enthusiasm (Revenue management 2009),
    • Selection to Future Leader's Programme ( Apac leadership prog 2009-11)
    • Best newcomer (Sales 2007)
    • South Asia award for excellence in community relations ( 1998)

Skills

Marketing

Sound understanding of digital, social media and offline channels and  to judiciously use a mix to drive and amplify key marketing messages. 

Corporate Communication

Strong written and verbal communication skills. Translates to effective delivery through relevant content for presentations, mailers and other content to support sales & marketing activities. 

Leadership & Initiative

Lead by example and initiated several crucial changes which positively influenced processes and attitudes.

Project planning

Managed several projects during leadership programme & specialist campaigns which involve multiple stakeholders from different regions of the world. Completed PMP training course. 

Supplier Management

Managed contracts, negotiations, orders and payments through departmental channels with Airport suppliers, Creative agencies, miscellaneous office suppliers.

Customer and Brand experience

Intuitive understanding of customer behaviour and brand positioning. Have made effective use of insights, data, feedback and experience to create a compelling brand proposition. 

Computer skills
  • Proficient in Microsoft Office

  •  Adept at using enterprise applications & analytical tools for various commercial , financial & communication processes.

Other Interests

  • Enjoy reading fiction, biographies , case studies and spiritual mysticism. 
  • Listen to Indian & western classical music, rock, bit of jazz and popular music.
  • Volunteer time to social and environmental projects in local community.
  • Yoga & meditation.

Languages

Proficient in English, Hindi. Speak Malayalam.

Understand Punjabi & Tamil

References

Ajay James / South Asia Sales Manager

email : ajay.james@ba.com

Paul Rogers / Area Marketing Manager - Asia Pacific, Middle East & Africa

email : paul.rogers@ba.com

Moran Birger / Regional Commercial Manager , South Asia

email :  moran.birger@ba.com