Zaryab Mohammad

Inducted to the Analytics team to Lead Categories in a bid to infuse business intelligence in a very tech heavy ecosystem

• Transformed the team way of working to evolve as business partners, generating valuable and actionable insights, identifying opportunities, and building operational efficiencies
• Leading a 27 member team across Categories, Online Acquisitions and Customer Experience
• Created Zero Leads Denial Tool for Broadband Business to control leakages between leads and installations, and optimize gaps between business potential and actual fibre rollouts
• Created a 5X jump in Leads to Installation efficiency which alone has an annual impact of INR 100mn - Built Personas and Cohorts for DTH business to predict behavioral & event based opportunities for Upselling
• Predicted cohorts responded better to campaigns, moving the conversion from 1.8% to 7.6%, and at the same time, saving wastage in campaign efforts
• Aided the implementation of the DTH NTO 2.0
• There were 8K+ DTH packages that needed to be compressed to
• Long tail (20% subs on 85% of the plans) was a critical task through managing price variance at a minimum and keeping coverage of existing channels at a maximum
• Net revenue impact generated: INR 125 mn annually - Built Open Telco to drive consumer engagement; awarded for best strategic innovation at Airtel - Created a Tableau based analytical Tool for driving the D2C Sales fleet efficiency, thereby generating an annual impact of INR 900 mn

Led a 10 member marketing team for WBO Circles, to deliver monthly targets of Customer Acquisitions, Customer Retention and Engagement to drive ARPU growth

• Gained 2.3% Revenue Market Share in Bengal in 2 years
• Relaunched Kolkata market after the Amphan storm rampage that made many areas network dark for almost a week, leading to severe customer experience issues and adversely impacting brand loyalty and advocacy
• Conceptualized and executed "Kol2.0" rebuilding trade advocacy, customer brand pull through local ATL & BTL & Events, along with massive PR campaign around 4G Network
• Helped gain 0.5% market share over H2 2020-21
• Reengineered the D2C Channel; pushed Broadband sales at Retail Stores though catchment marketing, using Venn-based approach to cross sell, Red Building Program to drive sales in RWAs with high number of spare home passes & "Bondhu" program for referral through trade in broadband wired areas
• Built a Store Planner model using 1x1 sq km grids with HNI concentration to identify 23 potential geographies within Kolkata to rollout new Own Retail Stores

Maintained market leadership in Chennai & Tamil Nadu Circle, one amongst the few in the country, after the aggressive onslaught of Jio post launch

• Conducted extensive Market Research, FGD & Consumer Immersions to build strategy for market supremacy & fight off local player Aircel
• Conceptualized Persona based marketing to push Unlimited pack adoption, leveraging Social Media Marketing (FB Ads & WhatsApp)
• Campaigns had a 2% higher conversion rate than conventional modes
• The digital marketing effort led to adoption of long validity vouchers & improved retention by 3% in Q4 2019
• Leveraged FB Analytics to strengthen Network experience through hygiene checks and deployment in critical markets
• Chennai was labeled the best in Data Experience by OpenSignal - Built Brand Equity by driving TOMA & ITP using ATL & BTL along with GTM programs
• Successful tie-up with Rajnikant movie ”Darbar” & with Kamal Hassan's Big Boss helped gain massive PR mileage across TN

Led Customer Acquisitions, LifeCycle Management, Retention, Loyalty and GTM Programs

• Conceptualized Airtel Radio to reach out to Feature Phone subscribers (45% of the base in TN) that doe not listen to OBD Calls or read SMS, hence were comms dark
• Built Open-Telco, an engagement program, that focused on building customer loyalty by being transparent with them, alongside fixing their problems
• The program gave a 9% upside in customer continuity
• Won the Strategic Innovation Award for this concept
• Drove Vernac as the core communication mode in Tamil Nadu that is very strong on cultural values and language
• This helped in generating loyalty and building Airtel as "Namma" (my) Brand across the Circle.

Customer Lifecycle Management, Managed CLM & Acquisitions for UPE, the leadership Circle of Telenor in India

• Was part of inverted-L (High Pots) program & was part of 6 member team from India Ops, representative at the Asia Leadership Program at Kuala Lumpur
• Created 1200 Customer Segments for segmented activities manually, to get better campaign efficiencies - Conceptualized Anchor & Aggressor Program to identify markets with Anchor (Base engagement) & Aggressor (acquisition push) levels of intervention from a GTM perspective - Drove Sachet (LUP-Rs5 recharge) packs by 3X within 6 months in UP East market which is low wallet share market, Helped generate higher ARPUs through sales aggression

Managed a team of 6 across Mobility & Large Screen Data business for Karnataka Circle

• Retained SPAR account despite competitive offering from Airtel, retaining 450 numbers exposed to risk
• Procured large orders from Wipro, getting 3K Data cards orders over a 6 month period - Organized Events, partnering with KK Concert getting brand goodwill with our Corporate accounts & Top Trade Partners

Managed Postpaid for B&J Circle

• Additionally, mentored Prepaid business in Jharkhand
• Was able to retain Chanakya Motors in Patna, a large corporate for Tata

Responsible for Acquisitions in Karnataka

• Led Pricing initiatives, GTM Programs and also mentored Mysore & Mangalore Zones
• Planned Site Optimization project in partnership with Mckenzie in strategic locations across Karnataka
• Was amongst Top 100 Talent at Telenor India-wise
• Successfully Launched “Retail Champs” programme in Uninor for Trade in partnership with GoVasool.com
• A trade loyalty program, based on business KPIs, integrated digitally for the participants
• Helped push High Value Business and consistent participation from Trade (3K Participants) - Conceptualized & ran "Win With Uninor" campaign aimed at driving high value recharges (197/198)
• Grew Recharge revenues by 15% in 3 months of the program

Sales Management, leading a 50 member team as Head of Cluster Operations for CBD, Kolkata, with P&L accountability for Prepaid, Fixed Wireless, & Data Business

• Acquisitions Head for Kolkata Circle, driving CDMA & GSM Business growth

Managed Zonal Business for Prepaid with a team of 5 Town Leads & subsequently moved as Product Head for Lucknow Circle

• Directly managed business KPIs for smaller Zones
• Successfully implemented recharge campaign for Lucknow Zone, with a 10% traction in recharge value in a month.
• Introduced new Pricing of 10p On-net calling to generate own base sticky ecosystem. Retention improved by 0.5% in 3 months post launch

Prepaid Manager for Haldwani, successfully rolled out Kumaon hills operations, setting up the infra and channel

• Short stint at Agra to fix the infra and distribution ecosystem
• Grew market leadership of Idea, keeping Airtel & Vodafone off limits during my tenure in the area, while doubling revenues in the area over a span of 3 years

Managed Rural Distributors under Project Streamline for the organization

• Learnt my basics of distribution, visibility and GTM to whet these skills in future roles
• Drove a lot of innovative programs to generate sales volumes and value
• Was awarded for innovation & execution for brands like, Breeze, Lifebuoy & Lux
• Ran projects, such as "Haat Operations" at village level to build brand presence
• Successfully doubled sales of Pepsodent toothbrush in my area by simply repurposing the TRP (scheme%) to 3P items and using bulk selling to stock the market, also blocking trade investment, hence, competition sales in the period
• First time used data to analyze and gauge sub stockist potential to push sales in a week quarter to fulfil targets in one month.