UMA SHANKAR
Summary
Experienced professional seeking challenging assignments with a reputed company to utilize acquired skills and knowledge and deliver exceptional results. A dynamic and results-driven individual adept at increasing profit margins by growing sales and reducing costs. Hands-on, proactive manager with an adaptable and creative approach, always driven to improve business operations. With over 14 years of experience specializing in MarTech/CRM, possesses a proven track record of success as a Business Lead, CRM Strategist, and Client Servicing expert. Blend of strategic vision, technical expertise, and client-centric approach drives business growth and delivers exceptional results in the realm of Digital Marketing and CRM.
Overview
15
15
years of professional experience
Work History
AVP - CRM & Salesforce Marketing Cloud
DIGITAS INDIA
01.2021 - Current
- Company Overview: a Publicis Groupe Co
- Proficiently address complex business challenges by conducting thorough research, defining problem scopes, generating innovative solutions, and providing actionable recommendations
- Collaborate with clients, customer managers, and implementation teams to analyze requirements and devise strategic solutions leveraging Martech technology (Salesforce, Marketo, Adobe, MoEngage, Web Engage, SAP Emarsys, Hybris, Kalviyo, etc.) tailored to individual marketing objectives
- Create estimates and scope documentations to support pricing strategies and assist the sales team in presenting solutions to clients
- Oversee the end-to-end lifecycle of products, including market analysis, roadmap development, requirement gathering, and customer enablement, ensuring alignment with business goals
- Work closely with development, user experience, product marketing, and other teams to execute product strategies and deliver 1:1 omni-channel marketing solutions
- Engage directly with clients during pre-sales and post-sales implementations to understand their needs and ensure successful product adoption
- Lead a diverse team of account managers, data analysts, product managers, designers, developers, quality engineers, and technical writers in agile development environments to deliver innovative features
- Champion and promote products and new features to internal stakeholders, partners, and customers to drive adoption and maximize value
- Plan and estimate delivery work, manage project milestones, allocate resources, and oversee budgets to ensure successful project execution
- Actively contribute to business growth through strategic thinking, relationship-building, and project management expertise
- Key Project/Account Handled: Samsung mobile, HP, Skoda, Pidilite Industrial Products, GSK/Haleon, Mercedes, Nissan, Enterprise Holdings, etc
Senior Manager - Strategy & Implementation
MIRUM INDIA
06.2017 - 12.2020
- Company Overview: a Wunderman Thompson Company, WPP Network
- Serving as the single point-of-contact for Marketing Cloud implementation, including strategic planning, modeling, and the development of business strategies
- Playing a leadership role in developing innovative, data-driven strategies and tactics to enhance customer and business outcomes for strategic CRM client engagements
- Acting as a trusted advisor to clients from ideation to implementation, working on a broad range of projects to develop consumer experience, business, operating, and IT strategies
- Collaborating with data/analytics teams to identify problems, define cross-channel solutions, contribute to opportunity sizing, and develop business cases
- Articulating business and functional requirements, engaging in strategic storytelling to align internal and external stakeholders, and leveraging performance metrics to inform future roadmap items and optimizations
- Playing a proactive role in identifying tasks, negotiating project scope, mitigating risks, managing client expectations, and ensuring alignment between requirements and downstream deliverables
- Driving intelligent automation initiatives with technologies like Journey Builder, Predictive and RFM modeling
- Providing expertise in business process methodology and Salesforce tools for process design, implementation, and continuous improvement
- Collaborating with EVP India and other CXOs to formulate corporate strategy, focusing on both organic and inorganic growth
- Key Project / Account Handled: KFC India (Yum! Brand), Aakash Educational Services Limited (AESL), Club Mahindra, IDFC, Greenlam, AECC, etc
Account Lead - North India
INTERAKT DIGITAL SOLUTIONS PVT. LTD
11.2014 - 06.2017
- Drive efforts to optimize the performance of accounts and digital campaigns, focusing on post-sale activities to secure renewals and enhance customer satisfaction
- Provide exceptional client service support, ensuring prompt resolution of queries, concerns, and requests to maintain strong client relationships
- Develop and implement optimization strategies across the full digital product portfolio, including email marketing, mobile marketing, QR code marketing, social media marketing, web analytics, and sentiment monitoring
- Efficiently manage day-to-day execution of ongoing accounts and campaigns, aligning activities with revenue goals to meet or exceed targets and minimize customer churn
- Plan and execute consumer and brand activation programs to drive smartphone migration and increase brand engagement among target audiences
- Publish, analyze, and interpret campaign reports and account performance data to evaluate sales effectiveness and identify areas for improvement
- Take responsibility for account planning and budgeting activities, ensuring alignment with organizational objectives and financial targets
- Support and adhere to digital revenue operations processes, policies, and procedures to maintain compliance and streamline operations
- Key Project / Account Handled: (Samsung India Electronics LTD) SIEL - Mobile, Customer Service & Consumer Electronics, Reliance life insurance, HDFC Bank & AMEX
Manager - Client Success
KENSCIO DIGITAL MARKETING PVT LTD
09.2012 - 11.2014
- Efficiently managed digital direct marketing initiatives for large enterprise accounts, ensuring effective execution and alignment with client objectives
- Analyzed client's business and marketing goals to develop campaigns for effective marketing communication
- Utilized RFM modeling to plan future campaign calendars, optimize content production, and enhance call-to-action (CTA) strategies through A/B split testing
- Managed all budgetary aspects related to accounts, including budget planning, allocation, and monitoring to ensure account profitability and adherence to financial targets
- Assisted the Business Development team in pitching new business opportunities, leveraging insights from account performance analysis and client engagement
- Conducted detailed analysis of account performance, including SWOT analysis, performance metrics, and identification of growth opportunities
- Key Project/Account Handled: Times Internet Ltd (Timesdeal, Indiatimes Shopping, Zigwheels), Ford India, Naaptol Shopping, ACK Media(Future Group), Unicef India, HeadHonchos, Apollo Health Insurance, Infibeam, HT Campus, Matrix Cellular, Pearson Education, Save The Children's, etc
Manager - Alliances
POWERCIRCLE/PURPLESWARMS.COM
11.2011 - 09.2012
- Spearheaded corporate and customer acquisition initiatives, driving customer and vendor relationships to ensure growth and satisfaction.
- Collaborated with the Regional Head to develop and implement sales strategies, market focus, and lead generation plans.
- Defined revenue targets for new accounts and upselling, fostering end-user base growth and customer loyalty.
- Oversaw branch operations, coordinated branch activities, and managed team budgets to achieve weekly, monthly, and quarterly sales and collection targets.
- Planned and executed revenue strategies based on budget and resources; identified new business opportunities and penetrated existing markets.
- Led the business development and customer acquisition teams, enhancing client relations and establishing strategic, long-term partnerships.
- Monitored lead generation efforts, adjusted sales plans as needed, and ensured comprehensive vendor tie-ups and audits across categories.
- Achieved key alliances with notable brands including Max New York Life Insurance, Café Coffee Day, EXL Services, PVR, Indiabulls, and Talwalkar.
Manager - Business Development
160by2.COM/SMSCOUNTRY NETWORKS PVT LTD.
01.2010 - 11.2011
- Developed and executed marketing strategies to drive new business, enhance brand visibility, and boost revenue.
- Managed reseller relationships within the Channel Partner Division, supporting growth and partner satisfaction.
- Oversaw mobile advertising efforts through 160by2.com, managing ad sales and digital ad placements.
- Promoted the company's VAS services and media inventory to targeted audiences, achieving and exceeding weekly, monthly, and quarterly sales targets.
- Collaborated with advertising agencies and clients to design, execute, and track digital ad campaigns across Web, WAP, and SMS platforms.
- Cultivated strong relationships with corporate and government accounts, enhancing client retention and satisfaction.
- Coordinated with service providers and operators to streamline enterprise solutions.
- Secured major alliances with key brands such as DLF, Reebok, Fortis, Indian Railways, LIC, NTPC, and Cadbury.
Education
PGDM / MBA - Marketing & Operations Management
Institute of Marketing & Management
08-2010
Diploma - MIS
NIIT
04-2008
B.Sc. - Zoology Hons.
Magadh University
Executive Certificate Program - Digital Marketing & Social Media Strategy
IIM
Raipur01.2020
Skills
- Digital Marketing
- Strategic Planning & Implementation
- Marketing Automation
- Innovation
- Solution consultant
- Data Interpretation & Customer insights
- CRM & CLV Strategist
- Engagement & Retention Marketing
- Client Relationship Management
- Research & Analysis
- Team Management & Training
- Executive Leadership
Professional Highlights
- Established and grew CRM/MarTech practice at Digitas India, securing partnerships mandate with global brands like GSK/Haleon, Samsung SEAO (Mobile), HP, Pidilite, Nissan, Mercedes, etc. Within 3+ years, built agency revenue to Rs. 15+ Cr through BAU managed services and solution/consulting offerings.
- Managed KFC (Yum! Brand) accounts in India and Singapore, increasing revenue from Rs. 1 Cr to Rs. 18.5 Cr over 3 years with a 278% ROI.
- Established and grew the Samsung account (India & Singapore) from Rs. 18 lac per quarter to Rs. 1.2 Cr.
- Recognized with awards for email marketing strategy formulation and being the best team player and account manager.
- Received appreciation and recommendation from clients for maintaining ROI and exceeding expectations.
- Honored with the Best All-Rounder BDM award at the 1st National BDM Conclave (ONE INDIA) 2011.
- Achieved Best Performer & Team Leader status for 4 consecutive months in the Delhi Sales Team.
Additional Competencies
- Digital Marketing
- Strategic, Planning & Implementation
- Client Servicing
- Marketing Automation
- Innovation
- Solution consultant
- Data Interpretation & Customer insights
- CRM & CLV Strategist
- Engagement & Retention Marketing
- Client Relationship Management
- Research & Analysis
- Team Management & Training
- Executive Leadership
Personal Information
- Total Experience: 14+ YEARS
- Location Preference: Delhi / NCR
- Passport Number: H326435
- Date of Birth: 11/02/86
Timeline
AVP - CRM & Salesforce Marketing Cloud
DIGITAS INDIA
01.2021 - Current
Senior Manager - Strategy & Implementation
MIRUM INDIA
06.2017 - 12.2020
Account Lead - North India
INTERAKT DIGITAL SOLUTIONS PVT. LTD
11.2014 - 06.2017
Manager - Client Success
KENSCIO DIGITAL MARKETING PVT LTD
09.2012 - 11.2014
Manager - Alliances
POWERCIRCLE/PURPLESWARMS.COM
11.2011 - 09.2012
Manager - Business Development
160by2.COM/SMSCOUNTRY NETWORKS PVT LTD.
01.2010 - 11.2011
B.Sc. - Zoology Hons.
Magadh University
PGDM / MBA - Marketing & Operations Management
Institute of Marketing & Management
Diploma - MIS
NIIT
Executive Certificate Program - Digital Marketing & Social Media Strategy
IIM
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