Shilpa Saxena
Sales, Marketing, Branding & Corp Communications
Summary
20+ years of experience in Marketing, Brand Building, Media Planning & Budgeting, Sales, Sales Strategy, Key Account Management, Client Relationship & Retention across IT, FMCG, Training & Education, Media and Ad Tech sectors. Focus has been on new brand creation, marketing excellence, strategy development, increasing revenue, business development, and competitive assessment. My expertise lies in planning, developing, implementing, and evaluating marketing and communication strategies to increase brand awareness and drive sales.
Overview
27
27
years of professional experience
5
5
years of post-secondary education
Skills
Sales & Marketing
Key Account Management
Business Development
Sales & Marketing Strategy
Brand Building
Strategic leadership
TG identification & Competition Analysis
Excellent Communication (Written & Oral)
Team Building & Management
Client Relationship Management
Critical Thinking & Decision Making
Timeline
Diploma - Future Leadership Program
National University of Singapore
08.2021 - 11.2021
Diploma - Key Account Management
ISB
07.2017 - 08.2017
National Sales Head
Managed Services Times Internet
05.2017 - 05.2023
Associate Vice President -Branding
Shri Ram New Horizons
01.2012 - 09.2016
Vice President
Lakshmi Energy Foods Ltd
07.2010 - 12.2011
General Manager - Marketing
New Horizons India Ltd
04.2007 - 01.2010
Associate Vice President
Asian Marketing Council
08.2006 - 03.2007
Manager - Media & Promotion
Air Hostess Academy
02.2005 - 01.2007
PG Diploma - Advertising, PR & Corporate Communications
Rai University
08.2003 - 07.2004
Manager – Advertising & Brand Development
Rai University
01.2003 - 01.2005
Manager – Public Relations
Alcatel Trade International Inc.
08.1999 - 07.2002
Manager - Public Relations
Aditya Infotech Pvt Ltd (now CP Plus)
08.1996 - 04.1999
Honor's Diploma in Systems Management -
NIIT
01.1991 - 06.1992
Bachelor of Commerce -
Mithibai College
06.1990 - 05.1992
Work History
National Sales Head
Managed Services Times Internet
05.2017 - 05.2023
- Responsible for Digital Ads Business - covering Sales, Sales Strategy
- Increasing market share, Business development and Strategic Partnerships
- Grew the digital ad revenue of the education vertical by 4X and Non metro by 1.5X
- Develop strong relationships with internal and external customer
- Develop digital media opportunities to drive new revenue
- Oversee account development activity through Sales Managers
- Identify and capitalize on incremental business opportunities
- Drive incremental business opportunities with new and existing accounts
- Developed sales strategy based on research of consumer buying trends and market conditions.
- Met with customers to give sales presentations, negotiate contracts and promote services.
- Forecasted sales and established processes to achieve sales objectives and related metrics.
- Developed and implemented effective sales strategies and led nationwide sales team members to achieve sales targets.
Associate Vice President -Branding
Shri Ram New Horizons
01.2012 - 09.2016
- Responsible for seamless launch & development of Shri Ram Global Pre-School, Shri Ram Global School, Shri Ram Centennial School, Kingdom of Kids, Bharat Ram Global School brands across New Delhi, Gurgaon, Rohtak, Indore, Agra, Dehradun, Tarapur, Patna, Siliguri, Bhiwani, Ludhiana, Bangalore, Manesar, Greater Noida, Ghaziabad aimed at dual objective of presence & price band.
- Delivered record time execution for “Shri Ram Centennial School GTM program”, entailing campaign strategy, conceptualization, communication execution and media buy across print Times of India, Hindustan Times, Dainik Jagran, Dainik Bhaskar, Punjab Kesari, Hitvad, Amar Ujala.
- Strategized and executed all ATL (Above the Line), BTL (Below the Line) activities, Digital and Electronic marketing campaigns.
- Managed franchise development from 5 to 20 across 3 brands i.e. Shri Ram Global School, Shri Ram Centennial School, Bharat Ram Global School & Kingdom of Kids in India comprising of brand promotion, lead development & conversion programs
- Developed competitive intelligence through market research and analysis based brand, services offered, Customer Experience & Pricing
- Delivered smooth franchise hand-holding through Shri Ram knowledge sharing programs.
- Delivered on-line marketing programs through SEO, SEM’s for brand visibility.
- Responsible for deployment of Rs.750 million budgets across brands, sales & brand programs.
- Directed school award participation, principal & teacher conferences for competitive edge and brand credentials.
- Collaborated with senior management to develop strategic initiatives and long term goals.
- Led development of strategic marketing plans to raise awareness and drive sales growth.
- Implemented business strategies, increasing revenue and effectively targeting new markets.
Vice President
Lakshmi Energy Foods Ltd
07.2010 - 12.2011
- Responsible for design, development and implementation of company’s first retail brand Lakshmi Foods in India
- Directed launch of Lakshmi retail brand program with packaging in 1 kg, 5 kg & 10 kg, electronic media campaign across Times Now, IBN 7, ET Now & Star News, print ads, on-ground sales promotion, press releases & new company website (www.lakshmigroup.in) .
- Directed the development and implementation of new merchandising strategy (Store Signage’s, Posters, Shelf displays, distribution of free samples, incentive schemes for distributors) resulting in product presence across 5000 multi-format stores in 5 cities in Northern India
- Launched “Kaun Banega Samajdhar” brand-building advertising campaigns and implemented INR 200 million national budget aimed at sales in domestic market
- Conceptualized and Executed Lakshmi Sales Solicitation program aimed at building domestic brand visibility and trials.
- Collaborated with senior management to develop strategic initiatives and long term goals.
General Manager - Marketing
New Horizons India Ltd
04.2007 - 01.2010
- Revitalized brand with stakeholders and customers by developing innovative strategy that included launch of new courses both in IT & Non-IT segments aimed at different TG in terms of enrolment age-group as well as hours of delivery resulting in 3 fold increase in revenue
- Successfully launched 2 Sub-brands (IIT Study Circle & Knowledge Horizons) with outstanding results with over 2000 enrolments in the inception year.
- Conceptualised & executed on-ground events at branch level to differentiate brand experience.
- Spearheaded cause marketing by adopting the village in Haryana providing basic amenities like water, food etc free.
- Created and developed brand online presence by doing SEO, advertising on Facebook & publishing of blogs.
- Administered media budgets of over INR 75 million
Associate Vice President
Asian Marketing Council
08.2006 - 03.2007
- Strategic Project management on brand roll-outs through communication strategies, creative concept design and branding campaigns.
- Conceptualized and directed activations, product launches & press meets for lead generation, industry networking.
- Strategized and designed integrated marketing campaigns for Business brands across industries
- Initiated CEO level interactions for Advisory Board and the Governing Council memberships aimed at building brand credentials.
- Led brand communication team for campaign development and media planning & buying
Manager - Media & Promotion
Air Hostess Academy
02.2005 - 01.2007
- Drove the development and implementation of media strategies that resulted in improved brand awareness, accelerated growth and profitability.
- Initiated revamp of AHA’s corporate brand identity
- Responsible for brand and media planning
- Responsible for event design and creative development and execution.
Manager – Advertising & Brand Development
Rai University
01.2003 - 01.2005
- Implemented all communications, including marketing campaigns, advertising copy and web copy.
- Creative & message conceptualization, campaign & marketing collateral design.
- Media buying and multiple agency co-ordinations
- Responsible for Media Planning with budgets of over INR 200 million.
Manager – Public Relations
Alcatel Trade International Inc.
08.1999 - 07.2002
- Co-ordinating with the French counterparts updating them regarding the Indian market and company’s growth in Indian market.
- Helping the management decide which media to choose for advertising.
- Organizing the events of the company
Manager - Public Relations
Aditya Infotech Pvt Ltd (now CP Plus)
08.1996 - 04.1999
- Co-ordinating with the dealers of the company throughout India. Organizing Dealer conferences and Annual conferences of the company.
- Co-ordinating with the Ad-agency for the art-works and releases of the advertisements in the concerned media.
- Organized an exhibition for the company at the “IT-Comdex” 1996 and won the “Best Stall Award” for that particular year.
Education
Diploma - Future Leadership Program
National University of Singapore
Singapore 08.2021 - 11.2021
Diploma - Key Account Management
ISB
Mohali 07.2017 - 08.2017
PG Diploma - Advertising, PR & Corporate Communications
Rai University
08.2003 - 07.2004
Honor's Diploma in Systems Management -
NIIT
Mumbai 01.1991 - 06.1992
Bachelor of Commerce -
Mithibai College
Mumbai 06.1990 - 05.1992