The Head of Marketing & Corporate Communications is responsible for the advocacy of the company as well as responsible for the creation and placement of marketing communications in support of the organization's business and sales team initiatives through creation of the message, formulating a roll out strategy, media planning, creative development, metrics while engaging in market research. The role also encompasses brand alliances, vendor management while also managing all the digital handles of the company by maintaining a strong influence over all customer touch points for consistent customer experience.

• Setting of Region wise performance targets & goals and their periodic monitoring.• Supervise development of competitive P2P & O&D fares (tariff) for all sales channels based on competition offering, seasonality calendars, market analysis, traffic / volume trends and market demand forecast and coordinating its timely approval.• Supervise the implementation of fare changes in the system and their onward communication on all sales portals (Corporate Website & Distribution Systems etc)• Ensure Improvements in region revenues and yields through ensuring competitive pricing, special deals and promotions, gimmickry fares, and symmetric inventory management in medium to higher bands of fare classes. • Developing fare rules and SOPs and providing their clarity / interpretation.• Developing marketing / commercial strategy and planning for each region vis-à-vis local dynamics and scenarios.• Proactive monitoring of competitive pricing and taking immediate steps to retain and increase market share • Provide guidance and insight to below par performance regions.• Interaction with field stations and sales departments to get input about marketing condition, competitor activities and private fares etc. • Offer special packages to group and tour operators to reduce spoilage. • Supervise consistency of product offering with corporate website & online offers. • Sales Channels training & development on product strengths, features and services. • Motivating / encouraging performing teams with incentives schemes and pushing non performing teams to bring their sales up to the desired levels. • Run periodic revenue enhancement campaigns to engage customers through interactive activities such as incentive schemes, special offers & corporate events.• Coordination with Brand Teams for development of artwork for new products, prices and services. • Equipping sales teams with promotional related tools such as informational booklets, handbills, promotional give away items etc.

Brand & Product Development• Worked as brand owner of PIA Cargo.• Created awareness for branding need assessment for Cargo. • Conceived, designed and branded PIA Cargo as a sub brand of PIA.• Conceive and developed cargo products and launch through MarCom support.• Coordinated the provisions and approvals of budgets for MarCom activities while at the same time acted as budget controller. • Close coordination with the Ad agencies for brand development, designing of artwork and campaign execution as per laid down plan using all media.• Close coordination with event management companies for conducting road shows, agents awards ceremonies, musical nights etc.• Coordination with Procurement for acquiring of functional give away items and distribution to sales teams.• Developed one of its kind PIA Cargo Customer Loyalty Programme. Market / Channel Planning• Market Share Studies & Analysis• Competitor Activity Analysis• PIA Corporate Business Plans 2006 through 2008 (Capacity, Traffic & Revenue) • Freighter Operations (Feasibility, Economics & Performance Analysis)• Direct Market Analysis for possible Operations (China, Hong Kong & Italy) Cross Functional Team (CFT) Association• Part of CFT to devise aggressive strategy to re-image PIA Marketing• Part of CFT to evaluate, procure, and implement Cargo Operational System • Part of CFT to devise an aggressive business plan to regain PIA lost Image—MY PIA campaign

 Conceiving, Developing, Launching and Maintaining new products suiting market communication needs. (Responsible for the launch of Telenor Conference Bridge and Telenor Corporate RBT products).  Keeping a close coordination with the product Vendor, Product & Platforms, Procurement and Brand departments to see end to end product development, launch and maintenance.  Conducting Routine Product Audits to see Product Performance and taking proactive correctional steps to keep them in star category.  Conducting Routine Cost Audits and taking steps to keep them strongly in control.  Conducting Postpaid VAS and Data Segments analysis to help devise future strategy and for management's review.  Branding products as Product Owner and support through ATL / BTL activities in coordination with Brand Dept.  Devising and implementing strategy to increase Customer Loyalty and reduce Churn (KPI).  Redeveloped and re-launched Personal Powerbill product along with design and media artwork development.  Developing an ES VAS booklet to increase product visibility and understanding among existing and potential customers. Coordination with Ad agency for media design.  Conducting Sales & Relationship Team trainings on Product Orientations / Refreshers and Channel Sales Performance Analysis.  Conducting Market Share studies and Competitive Analysis (through primary and secondary sources).  Cost to Benefit Analysis.

 Leading & managing a team of 48 skilled IT professionals.  Training & Development of the team on the standard data acquisition  Maintained close coordination with the Headquarters for technical instructions and SOP adherence.  Handling & Managing an applicant turnover of more than 1,000 customers every day.  Complaints / Queries Handling  Ensuring Quality Data Acquisition.  Resolution of all Managerial, Administrative, Operational, Functional & Technical issues.