ANUSHA MOHAN

• Built and managed the regional vendor engagement team that implemented the CRM platform for APAC.
• Lead the omnichannel integration, automation and campaign strategy for 11 countries
• Built revenue & non-revenue KPIs and success metrics for restaurant vendor engagement and delivered data-driven insights to optimize future strategies.
• Created standardisation (through templates, design, calendars, tools) of content across 11 countries to deliver a strong air-tight and consistent outcome.

Key Achievements:

• I was promoted 2 times in 24 months for my effort and deliverance in this project
• Diversified the Vendor experience team size from 2 to 5 members
• Rolled out and implemented the new scope in-house: CRM Tech, Design and HTMLisation which reduced the typical turnaround time of 6 weeks to 1 week and enabled the countries under the region to fastrack changes and roll out new campaigns/programs
• Played a stellar role in augmenting the asset creation capacity by 60%; in-house designer producing 260+ banners, 100+ icons, 60+ newsletters & infographics, 70+ artworks, and 40+ Canva templates
• Creation of these assets improved vendor experience across all touchpoints - Vendor portal, email reach outs, event based auto-communications, onboarding programs, creation of Facebook community page etc
• Transitioned the CRM Platform resulting in 75% cost savings, better dashboards giving more control, a single consolidated platform allowing 360-degree channel targetting/tracking, etc
• Started and drove Vendor database cleanup program
• Augmented the performance report engagement with Vendors - from avg 22% in '21 to avg 50% in '22
• Recorded a significant rise in incubation Journey campaign engagement - increased from avg 46% to 70%
• Conceptualized the vendor engagement strategy and structure at APAC, setting as a benchmark across geo-locations in various aspects, such as Org structure, CRM implementation, vision & goal setting, and mentoring through the journey
• Rendered support to delivery hero, pedidos, Talabat, hunger station, Yemeksepeti and Foodora for 2 consecutive years

• Strategic Planning: Leverage a strong understanding of competitive dynamics, customer needs, regulatory impacts, and market trajectory to gain support for strategizing effective ideas
• CRM & Loyalty Management: Enhance the acquisition, retention, win-back, personalization, and promotional strategies by conceptualizing and leading the Omni-channel Loyalty marketing and CRM initiatives
• Campaign Management: Set up and lead the acquisition campaigns across various channels, including social, SEM, and display, to drive revenue and increase ROI
• Budgeting: Develop, implement, and ensure the budget is spent across performance channels efficiently

Key Achievements:

• Achieved over 8 million of promotional exposure realized by developing and nurturing 20+ strategic partnerships generating over 500,000 MYR in revenue
• Streamlined the campaign strategy to achieve a double hit rate of customer life cycle & tactical campaigns
• Recorded a significant rise in incremental ROI by up to 60% in weekly tactical campaigns and achieved ROI of 219x in digital campaigns
• Steered efforts in building the in-store ‘click & collect’ points for leading e-com players, positively impacting store footfall
• Accomplished steady growth in ROI with a 50% budget reduction
• Pivotally grew the membership registrations by up to 20% (highest in 3 years).

• Shouldered with the entire responsibility of working across multiple channels to deliver enriching content, enhance employee engagement, and nurture active participation
• Designed and utilized newsletters, social media and events for funneling engagement between leadership and employees
• Conceptualized and implemented the content and strategy for Omni-channel communication, internal and external.

• Designed content marketing strategies and established short-term goals
• Produced high-quality content by collaborating with design and writing teams
• Steered efforts in performing the research and analysis through Gartner and Forrester findings