Roch Dsilva
Head - Customer Engagement
Mumbai
Summary
A highly passionate marketer and customer-focused professional with successful 13+ years in "Customer Engagement and Building Loyalty”. I believe, good marketing strategy gives you customers, but creating personalized experience gives you loyal and returning customers. It's all about being customer focused and creating meaningful experiences.
Accomplishments:
Was awarded the “Rising Star of Year” at Cactus in the first year of joining – FY21.
Awarded “Mentor of the Quarter” for managing and leading the team to success
Multiple awards for Projects at Cactus Communications
Won the “Top Performer” Award for consecutive years 2017 and 2018 Won the “Rockstar Performer” Award for Q1 2019.
10+ Campaigns have won awards at Loyalty Awards
Overview
12
12
years of professional experience
Work History
Head - Customer Engagement
Cactus Communications
Mumbai
07.2020 - Current
- Leading a highly motivated team to drive repeat business with a consistent YoY revenue growth
- Heading the Customer Engagement portfolio for existing clients across global markets China, Japan, Korea, and the rest of the world for a niche audience of researchers
- Devising campaign strategies to engage with the customers at various Lifecycle stages to increase the repeat rate and consistent business growth YoY
- Conceptualized and launched the first in the industry Subscription + Loyalty program to reward and recognize the high value clients and increase the average ticket size
- Creating data models to identify the high potential, high frequency clients and planning specific engagement initiatives for each segment to achieve 100% retention of high value clients
- Understanding the market dynamics and competitors to take necessary actions
- Collaboration with Product and Tech teams to create a seamless experience for customers
- Leading the MarTech discussions with product and technology teams
Manager - CRM
Jet Privilege Pvt. Ltd
Mumbai
11.2017 - 07.2020
- Managing a team of highly qualified marketers leading activation across business portfolios – Airline, Banking, E-Commerce etc
- Served as Subject Matter Expert and main point of contact for New Member Engagement
- Increased activation among new members by 20% YoY
- Designing automation journeys to increase app engagement through in-app and push notifications driven by member behavior
- Expanded cross-functional organizational capacity by collaborating across departments on priorities, functions and common goals.
- Enhanced Member Acquisition initiatives while managing effective marketing campaigns. "Shell Account" campaign resulted in generation activation-based acquisition and contributed to 8% of acquisition numbers
- Actively designing and running multi-wave multi-channel campaigns to “Increase member engagement”
- Identifying prospects at various touch points and driving campaigns to acquire new members at right time
- Driving member engagement through “On-boarding Gamification” – A Gamified approach to on-board new members
Campaign Specialist
Jet Privilege Pvt. Ltd
Mumbai
04.2013 - 11.2017
- Direct touch point for all Airline Activation and Retention campaigns to generate revenue
- Behavior-based member targeting to generate cross-category activation among members
- Planning monthly campaigns to meet target expectations and drive expected business numbers
- Coordinating with some of India's leading Creative Agencies and managing all aspects of marketing function both offline and online
- Performing deep dive analysis on campaign performance and continuous monitoring of ROI on planned marketing initiatives across channels (Direct/Digital)
Campaign Manager
Digicat Digital Marketing Private Limited
Mumbai
08.2011 - 04.2013
- Conceptualizing and executing different customer engagement campaigns to drive conversions
- Creative design and development to maximize conversions
- Data and performance analysis to segregate the database and create effective segments
- Automation / Workflow creation of ongoing campaigns
- Generating weekly and monthly reports to plan business way forward
Technical Assistant
Tech Mahindra
Pune
10.2010 - 07.2011
- Working with PL/SQL for Procedures and Functions to build applications
- Developing forms and web pages based on the service requests from the client (O2 Germany)
- Unit and component testing and creating test cases to check efficiency of code on different environments
- Working closely with the team on development through People soft technology
Education
Bachelor of Science - Information Technology, IT
R.K. Talreja College of
Science
HSC - Science Education
New English Jr.
College
High School Diploma - undefined
Fatima High School
and Junior College
Skills
Loyalty Marketing
undefinedTimeline
Head - Customer Engagement
Cactus Communications
07.2020 - Current
Manager - CRM
Jet Privilege Pvt. Ltd
11.2017 - 07.2020
Campaign Specialist
Jet Privilege Pvt. Ltd
04.2013 - 11.2017
Campaign Manager
Digicat Digital Marketing Private Limited
08.2011 - 04.2013
Technical Assistant
Tech Mahindra
10.2010 - 07.2011
Bachelor of Science - Information Technology, IT
R.K. Talreja College of
Science
HSC - Science Education
New English Jr.
College
High School Diploma - undefined
Fatima High School
and Junior College
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