Viraf Heerjee
Marketer, Growth Strategist
Mumbai,Maharashtra
Summary
Strategist specialising in demand-based pricing, digital transformation, and analytics, holding an MBA from Symbiosis and international accolades in sailing.
Overview
12
12
years of professional experience
15
15
years of post-secondary education
4
4
Certificates
Work History
Lead - Sales Strategy, Deputy General Manager
Godrej Properties Limited
Mumbai
04.2023 - Current
- Enabling a higher share of Direct Sales Team contribution through increasing direct sales incentives and capability with enablement tools, and strict control and reduction of brokerages Pan India Lead for Sales Strategy and Data and Analytics Spearheading real-time, automated dynamic demand-based pricing
- Driving a demand-based project that aims to half the cost of customer acquisition
- Reducing Cost of Sales from 4.5% to 4%
- Lead a pan India 8-member team tasked with goals of profitable sales, reduction in Cost of Sales and reduction in Cost of Customer Acquisition, and efficiency improvements in the sales process
Co-Founder | Coach | Marketing | Social Media | Website
fairwindssailingschool.in
08.2013 - Current
- Brought in pupils worth over Rs. 5 lakhs in a span of a year, with a limited marketing budget of Rs. 8,000 a month and manage the social media
- Managed the website and content on social media accounts on Facebook, Instagram, Groupon and Bookmyshow
- Taught an average of 40 pupils each year and taught over 390 pupils in a span of 10 years
Senior Manager, Sales Strategy, Data And Analytics
Godrej Properties Limited
04.2021 - 03.2023
- Responsible for enabling and driving 10% sales growth in projects in Mumbai, Bangalore and Ahmedabad
- Accentuating end-to-end 100% of digitisation of the Sales Process through interventions, both salespeople-focused and customer-focused, thereby improving customer satisfaction and a reduction of 20% in booking time
- Reducing Cost of Sales from 4.9% to 4.5% in growth markets of Mumbai and Bangalore by a sharp focus on more performance marketing and reducing the share of awareness marketing to improve efficiency ratios along the lead funnel
- Joint project with the Business Development team on new projects to be signed for sales phasing to maximise profitability
Manager, Special Project - Sales Strategy And Data And Analytics
Godrej Properties Limited
Ahmedabad
01.2021 - 01.2023
- Researched, analysed, and successfully increased total iEBIT from 14% to 18% in Mumbai, Bangalore and Ahmedabad by designing consumer finance schemes, inventory sell-out strategy and product value engineering
- Cost-neutralised finance schemes to GPL by including our WACC as a premium in certain flats we sold
- Value-engineered key optimiser projects, thereby drove up Net Cash Flows in those strategic projects
- Created an inventory sell-out strategy to improve ROCE for FY21Q4 from 10% to 20%
- Enabled higher contribution of Direct Sales team by reducing brokerages, thereby bringing down C-o-S in key focus projects to 2.9% for the quarter
Manager, Digital Marketing, Sales Strategy, Data And Analytics
Godrej Properties Limited
06.2019 - 01.2021
- Spearheaded the revamp of the Godrej Properties sales app with an overall revamp of the UI and UX, developed the key analytics to be tracked and formulated the Go-To-Market Strategy for the app with the objective of bringing down cost of sales and marketing from 8% to 4%
- Only Management Trainee to get promoted from Manager to Senior Manager within a year of joining the role in the history of Godrej's Management Trainee programme
- Formulated the development of a revised sales incentive policy for salespeople to boost motivational levels that saw a rise in revenue of the company by 200 Cr.
- Responsible for reducing the bounce rate of the Godrej Properties website from 9% to 4%, thereby reducing budgets for paid traffic to the website
- Assisted with increasing the Form Fill percentage from 4.5% to 7% for all traffic to the website, thereby increasing the high-quality direct leads generated from the website
- Spearheaded the development of the YouTube Analytics dashboard for brand hygiene and consistency across the platform and to drive engagement and eventually lead generation though actionable insights generated from the dashboard
- Led the creation of the Digital dashboard to track performance of paid, owned, and earned media to reduce leakages in spends of non-performing media and increase the high-quality lead generation process with the same marketing and advertising spends
- In-charge of Online Reputation Management Analytics across the regions and responsible for reduction in response Turn Around Time from 8 hours to 6 hours, ensuring the robustness of the tool used and providing region level and project level actionable insights to maintain a positive sentiment index
Intern, Direct Sustenance Sales
Godrej Properties Limited
10.2018 - 12.2018
- Drove customer re-acquisition campaigns through churning, backed by lead prioritisation, and insights to increase sales in Pune
Intern, Sales Strategy
Godrej Properties Limited
04.2018 - 06.2018
- Spearheaded the development of 7 Sales Analytics dashboards on Microsoft BI to have an estimated increase in revenue by 3%
- Was awarded with a Pre-Placement Offer for Godrej's Management Trainee Programme and won the best project award
- Reduced the advertising and manpower costs by 2% estimated
- Streamlined the customer booking process by reducing manual intervention and by increasing automation, thereby increasing the estimated average customer booking feedback rating
Business Development Officer
Vaitarna Marine Infrastructure Limited
05.2016 - 05.2017
- Converted 2 - 3 prospects to clients a month, each worth Rs. 10 lakhs
- In charge of developing of lube oil brand and its marketing. Brought in 5 - 6 clients a month, each worth Rs. 60 lakhs and boosted profits by 3%
Customer Satisfaction & Engagement Officer
iLogo.in
04.2016 - 05.2016
- Responsible for growth a monthly growth in sales of iLogo's newly launched BlakTo t-shirt brand by 5%
- Developed a monthly content marketing calendar for the owned media pages on Facebook, Twitter and Instagram
Fourth Engineer, Fifth Engineer, Cadet
Northern Marine Management (I) Pvt. Ltd.
08.2013 - 04.2016
- Managed and supervised a team of 3 people on-board, involved in operations and maintenance worth $20,000
- Conducted analytical, environmental, operational and performance studies and evaluated operations of marine equipment
- Optimised resources and evaluated energy efficiency and preparation of technical reports for engineering management
Education
MBA - Marketing
Symbiosis International University
06.2017 - 12.2019
Bachelor of Science - Marine Engineering
Birla Institute of Technology & Science, Pilani
06.2007 - 08.2013
XII - Science
Jai Hind College
06.2007 - 03.2009
X - General
The Scholar High School
06.2002 - 03.2007
Skills
Power BI
Sales Analytics
KPMG Six Sigma Green Belt
Digital Marketing
Growth Hacking
Advanced Excel Dashboards
Deal Sourcing, Financial Structuring and Closure
Negotiation
Macros
VBA
Timeline
Lead - Sales Strategy, Deputy General Manager
Godrej Properties Limited
04.2023 - Current
Senior Manager, Sales Strategy, Data And Analytics
Godrej Properties Limited
04.2021 - 03.2023
Manager, Special Project - Sales Strategy And Data And Analytics
Godrej Properties Limited
01.2021 - 01.2023
Manager, Digital Marketing, Sales Strategy, Data And Analytics
Godrej Properties Limited
06.2019 - 01.2021
Intern, Direct Sustenance Sales
Godrej Properties Limited
10.2018 - 12.2018
Intern, Sales Strategy
Godrej Properties Limited
04.2018 - 06.2018
MBA - Marketing
Symbiosis International University
06.2017 - 12.2019
Business Development Officer
Vaitarna Marine Infrastructure Limited
05.2016 - 05.2017
Customer Satisfaction & Engagement Officer
iLogo.in
04.2016 - 05.2016
Co-Founder | Coach | Marketing | Social Media | Website
fairwindssailingschool.in
08.2013 - Current
Fourth Engineer, Fifth Engineer, Cadet
Northern Marine Management (I) Pvt. Ltd.
08.2013 - 04.2016
Bachelor of Science - Marine Engineering
Birla Institute of Technology & Science, Pilani
06.2007 - 08.2013
XII - Science
Jai Hind College
06.2007 - 03.2009
X - General
The Scholar High School
06.2002 - 03.2007
Certification
Power BI Sales Analytics Project
Extra-Curricular
Selected to represent India in J80 Asian Sailing Championship, 2023 Member, Placement Advisory Team, SIBM Pune, 2017 Participant, 7 National Sailing Championship Individual Awards, 10 times, 2000 - 2017 Participant, CMIE Database and Tools Training Workshop, SIBM Pune, 2017 Represented India, 4 International Sailing Championships, 2003, 2005, 2006 (2) Winner, 5 National Sailing Championship Team Awards, 2003, 2005
Awards
- MD's Special Award - Quantum Growth
- Only Management Trainee to get promoted from Manager to Senior Manager within a year of joining
- Winner, Bright Spot Award - Godrej Properties App
- Awarded the Gurukul Best Project amongst 77 interns
- Winner, Godrej LOUD
Other Info
- Interests: Sailing, Music, Chess, Mobile security and Teaching
- Traveller - Travelled across 5 continents and 10+ countries
- Head Sailing Instructor, Tolani Maritime Institute, Pune
- Winner, TMI-SAT scholarship, Tolani Maritime Institute
- Initiation à la langue française, Alliance Française de Bombay, 2007