Work experience

Work experience
May 2009 - Present

Marketing Manager

Idea Cellular Ltd

Manager – Prepaid Product, Marketing, UP(W)                       Jul’13 – Present

  • Increasing Product Revenue and Subscriber Usage of UP(W) and Uttarakhand service area.
  • Product Launch and Planning basis market study and consumer insights to remain competitive on product front
  • Consumer Campaigns and Promotions to increase customer engagement
  • Manage BTL campaigns to push product sale through retail and manage retail/trade engagement
  • Improve Subscriber Base mix by converting low usage subs to high usage
  • Ensure Customer Retention by identifying and targeting specific markets prone to VLR drop and churn of customers
  • Product and Campaign RoI Evaluation to determine the success and failure of products and campaigns
  • Work on BI tools used to get high level understanding on subscriber behavior pattern at macro and micro level


Manager – U&R, Marketing, Corporate Office              Oct’10 – Jun’13

  • Core Member of Project IRIS intended at enhancing usage and revenue through Customer Lifecycle Management along with McKinsey & Co. As Consulting Partners
  • Extensively involved in implementation of Campaign Manager, a SAS solution aimed at end-to-end handling of segmented product offerings
  • Prepare intelligent micro-segments of customers to identify set of homogenous subscribers that can be targeted
  • Developing customized product offerings at the most appropriate price based on triggers generated dynamically due to changes in customer behavior
  • Product planning through financial analysis, determining and foreseeing marketing activities, competition tracking and market feedback
  • Working on predictive and reactive churn prevention models to reduce subs falling into ZU


Assistant Manager – Postpaid, Service Centers, TN                Aug’09 – Sep’10

  • Planning and implementation of Roll out of Idea Stores across Tamil Nadu
  • Responsible for ensuring profitability of all channels and budget planning and control
  • Driving 0- 60 days collections and retentions for the circle
  • Manpower management – Recruitment, training and compensation

Professional Achievements

  • Increased penetration of Emergency Talk-time product from 26.7% to 42.5% during FY15
  • Increased penetration of segmented offers in UP(W) to become No.1 in leadership circles in Jan'15
  • Received Idea Excellence Award for “Improving Net Contribution by 15% on segmented offers in Mumbai Circle through innovative segmentation”
  • Received Aditya Birla Award for Outstanding Achievement 2012 in a group wide competition “Collaborate to Excel”
  • Recognized for developing VLR drop prevention model which was replicated and further refined
  • Idea Tamil Nadu service centre’s Ranked No.1 across all Idea cellular circles by Neilson India in Q4 – 2009, Q1 – 2010 and Q2 – 2010
  • Received Idea Excellence Award for “Excellent cross functional coordination and roll out of Idea Points and driving collections through My Idea showrooms”


2007 - 2009

Post Graduate Diploma in Business Management

Fore School of Management

Marketing and Operations

2003 - 2007

Bachelors in Technology

Bharati Vidyapeeth

Electrical and Electronics

2002 - 2003


Delhi Public School, Mathura Road