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Work experience

May 2009Present

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”



Post Graduate Diploma in Business Management

Fore School of Management

Marketing and Operations


Bachelors in Technology

Bharati Vidyapeeth

Electrical and Electronics



Delhi Public School, Mathura Road


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