Summary
Overview
Work History
Education
Skills
Timeline
Generic

Imran Farrooqh

Bengaluru

Summary

My goal is to apply my business, operational & leadership skills while incentivizing performance & providing feedback where required to see a holistic growth in all assets aligned to business deliverables. With a proven track record as both a people manager of 14+ assets on an ORM team from scratch(Jio Creative labs), 25+ assets on a critical queue (ATL - Social Media CRT - Swiggy) & an IC managing end to end ORM (AM, ORM & Social Media- Simplilearn), I have worked on fine-tuning existing customer experience strategies on social media while constantly looking for improvements. With ORM experience across Brands, Standalone entities, Govt agencies, celebrities & platforms, I have all the tools required to succesfully create or modify an existing digital narrative. Accomplished this by implementing various process improvements & change in methodology through a wide gamut of streamlining & Kaizen activities for all aspects of ORM. My experience at Grey also allows me to have a wider perspective through experiences on brands across industry with emphasis on digital footprints imparted by a brand.

Overview

9
9
years of professional experience

Work History

Group Head ORM

Jio Creative Labs
Mumbai
08.2023 - Current
  • Directly managed reputation on a live basis for a large scale business family entity
  • Coordinated macro shift in reputation management for said entities while mapping content to researched content & event pegs
  • Delivered 1B+ in reach and impressions through a self developed strategy orchestrating multiples verticals such as ORM, Digital & PR
  • Managed AAA Celebrity ORM accounts across the Bollywood industry consisting of, but not limited to Reputation At Large, Response Management, comment curation, PR article population, content dissemination & negative content take downs.
  • Directly contributed to increase of celebrity roster by 66% spanning various artists across the music & acting spectrum within Bollywood
  • Managed brand ORM for Thomas cook while also applying crisis consulting more recently for Zerodha
  • Contributed to various Govt RFP's & devised strategy, positioning, dissemination & visibility for the same
  • Built a 12 member operational ORM team from scratch, ensured hiring, onboarding, creation of KRA & OKR's, roster management, project allocation & mapping
  • Provided visibility to various stakeholders using analytics techniques such as Gantt deployment for project tracking,

Group Head ORM

Grey Group
Bengaluru
04.2021 - 08.2023
  • Managing 15+ Brands across industries including OTT, Smartphones, Laptops, Corporate Group Entities, EdTech, Travel, Accounting, Gold, FMCG & Hygiene.
  • Responsible for launching ORM & understanding SCO for an older brand in a high competition market in the FMCG industry. Determined & selected optimal channels for increasing engagement for the brand & positioning keywords & hashtags for the same.
  • Managing a large workforce with 50+ dotted line reportees including Senior Managers, Data Analysts, ORM executives, tool executives & client servicing.
  • Worked with numerous tools including but not limited to Simplify360, Sprinklr, Talkwalker, Agorapulse & Locobuzz across different clients.
  • Coordinated with various C-suite stakeholders regarding crisis developments, possible routes for damage control & establish preparedness for anticipated issues.
  • Successfully managed response management for 2 of 3 of India’s first online livestreamed sales, on parallel channels IG & FB.
  • Provided key insights from the ORM lens during a Macro crisis situation, conceptualized, streamlined & presented various strategies to the Corporate Group entity which led to the negative conversations around the issue crawling to a halt.
  • Managed to successfully suggest & implement strategies to combat crisis escalations for a leading Edtech Brand.
  • Directly contributed to increasing numbers of serviced clients for the ORM vertical which lead to a 33% increase in departmental revenue over the course of 2 years.
  • Facilitated significant reduction in FRT for various clients & managed to reduce brand response time by 50% for a Laptop industry leader.
  • Conceptualized, executed & monitored a successful positive advocacy campaign leading to an overall increase in positives despite reduced total engagement for a travel industry leader.
  • Re-vamped tonality for a leading online Gold brand to connect with & resonate with age group of targeted customers.

Assistant Manager ORM

Simplilearn
10.2020 - Current
  • Handled end to end ORM in its entirety including Social Media platforms & review websites
  • This includes the regular platforms like Twitter, LinkedIn, Facebook, Instagram, Google Play Store and multiple review websites such as Trustpilot, Switchup, Coursereport, Mouthshut, Consumer complaints, Voxya, BBB, Yelp, Google My Business & Career Karma
  • ORM on social platforms was tool based & not done on source using Agorapulse
  • Was responsible for generating statistics & graphs outlining various metrics across ORM channels such as FRT, Quality, Sentiment Conversion, ART, process adherence, resolution rate & aging
  • Coordinated with various teams such as Marketing, Legal, Executive management & PR regarding issues where brand image is at stake & finer responses could salvage negative hit on reputation
  • Successfully handled & quenched a major Social Media escalation where a group of 250+ irate learners kindled by herd mentality with a variety of issues over the course of 1 months utilizing blanket responses aimed at central post, 1 to 1 addressal over call for each learner, and denial statements where applicable
  • Managed to implement & sustain positive chatter on the brand across various review platforms mentioned above through methodologies such as Email Campaign to positive leads from our free course website: SkillUp, Employee Advocacy, Certificate resharing via Accredible, contacting positive learners via LinkedIn & others
  • Lead website review display elements & sourcing data for the same while maintaining widget for LinkedIn profile legitimacy check
  • Managed to increase app rating from 3.9 to 4.5 over the course of 3 months while working with app team to embed push notifications & create Webex conditional review prompting
  • Managed to increase BBB rating through various positive ORM methodologies from 2.5 to 2.78
  • Coordinated with BBB team to review our standings based on latest noise on the brand and have BBB seal upgraded from B to A+
  • Drastically improved brand FRT by 30% by showcasing benefits of a quicker TAT & resolutions times while streamlining callback process by standardizing
  • Requested for creation of an escalation queue to implement quicker resolutions to reduce possibility of extended back and forth on social media
  • Re-evaluated response style & tonality to bring forward an educationalist approach, while celebrating achievements of learners with apt tone
  • Tracking of all positive chatter across socials for cross-referencing & feeding data to Marketing for contest & other programs.

Assistant Team Lead ORM

Swiggy
Bangalore
12.2017 - 09.2020
  • Understood the complications of Social Media & importance of apt sentiment identification while gauging sarcasm as well as comprehending memes
  • Single-handedly founded & currently lead the CRT (Critical Response Team) for handling & addressing critical escalations on SM which could have sizable impact on brand image
  • Launched an internal Macro project to increase compliance % from 70% to 95% by understanding key areas of errors
  • Currently managing experimental response queue for quirky & unapologetic SM responses while placing emphasis on our call to action
  • Was responsible for queue management, volume handling & assigning of Social Media tickets using a dedicated Social Media Listening tool
  • Root cause analysis for especially irate patrons & vetting of responses for influencers
  • Responsible for coordinating with various teams including Public relations, Instant gratification of compensation for customers team & higher management while dealing with viral issues
  • Here though quick promotions, I learnt the importance of leadership after being handed this responsibility
  • Was responsible for people management in all its aspects, streamlining, process improvements & rostering
  • It was in this role that I particularly grew in my career & understood the kinks of delivering performance through a team with many resources at my disposal
  • Identifying each person has a different SWOT & implementation of those resources towards their strengths is a challenge gladly met by my determination to unify organizational goals with personal goals of my Advisors
  • Also shaped my representatives by nurture rather than nature & am directly responsible for creation of leaders in my organization by understanding what each individual needs
  • Was responsible for identifying BQ elements & also understanding where performers of a particular Key Result Area needed to be given opportunities related to that field
  • My efforts led to a direct implementation of various projects within the Social Media department of Swiggy & have long standing positive effects for which I am forever grateful
  • Created staff schedules, approved requested time off, and updated reports
  • Used advanced features of Microsoft Office to complete all necessary reports for senior management review.

Customer Relationship Executive

Falcon
09.2015 - 05.2017
  • Falcon Developers taught me how to work in a highly specialized real estate firm focused on targeting potential customers, who specifically hold buying power for our products
  • Being in sales, this role taught me how to appreciate the power of need creation and need realization on the part of a customer
  • Being a high-pressure environment, it also taught me how to deal with targets, quotas and deadlines, proving, that if a desired result isn't met within certain parameters the result itself is irrelevant.

LaTeX Code Editor & Content Developer

Superprofs.com
07.2015 - 08.2015
  • My Time at Superprofs.com, a subsidiary of Aurus Technologies taught me how to handle large amounts of data and how to utilize it in the most effective way
  • It rekindled my predisposition for mathematics as the latex code editor is heavily mathematics based and mostly on the technical area of the task spectrum
  • Apart from this, it also gave me a peek into how MNC's work- due to the organization's industrious nature, proper work flow distribution and corporate-cubicle decentralized work process
  • Apart from editing LaTeX code, at superprofs.com I also got the opportunity as an extended part of my responsibilities to create and upload online quizzes on the e-learning portal as a means of providing discounts to new users who score an above average score on the scholarship test.

Content Developer

Alien Adventure
06.2015 - 07.2015
  • Alien Adventure was where I learnt how to work in a team, the advantage of mutual organization-individual goal philosophy over individual goal ethos
  • Learning an array of skills concerning website content development and presentation, it was a journey which ended too soon
  • Also giving me insights into the grapevine and other channels of communication intra-organization apart from the formal one, it helped me realize how effective good communication can be
  • Being a startup it with free delegation of responsibility, I got a unique experience of communicating with onsite third-party companies which facilitate adventure travels(B2B) as well as communicating with end users as to details of our service(B2C).

Education

BBA - Marketing

Presidency College
Bangalore
04-2014

High School Diploma -

Carmel School
Kuwait
04-2011

Skills

  • Online Reputation Management
  • Operations & Project Management
  • Crisis Management & Consulting
  • Recruitment & Onboarding
  • Narrative creation & fine-tuning
  • Team Creation & Live deployment
  • Social Media Expert
  • App rating & Review Management
  • Digital Sentiment Gauging
  • Leadership
  • People Management
  • PR & Digital
  • Critical Escalations
  • Social Media Traction
  • Sentiment Analysis
  • Tonality Moderation
  • CSAT & DSAT Analysis
  • Turn Around Time (FRT)
  • Quality Metrics
  • Compliance Metrics
  • Sprinklr Suite
  • OneDirect Suite
  • Audisense Suite
  • Simpilify360 Suite
  • Agorapulse Suite
  • Talkwalker Suite
  • Advanced Excel, Office & Canva
  • Reporting - D/W/M/Q

Timeline

Group Head ORM

Jio Creative Labs
08.2023 - Current

Group Head ORM

Grey Group
04.2021 - 08.2023

Assistant Manager ORM

Simplilearn
10.2020 - Current

Assistant Team Lead ORM

Swiggy
12.2017 - 09.2020

Customer Relationship Executive

Falcon
09.2015 - 05.2017

LaTeX Code Editor & Content Developer

Superprofs.com
07.2015 - 08.2015

Content Developer

Alien Adventure
06.2015 - 07.2015

BBA - Marketing

Presidency College

High School Diploma -

Carmel School

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Imran Farrooqh