ETS is the largest private educational assessment organization in the world, with 2500 employees across 200 countries serving over 50 million people each year. ETS provides TOEFL, GRE and TOEIC skill assessment products required for study abroad, immigration and workforce mobility.

Created a new business ground-up in a highly unorganized mattress category. Developed the business model , GTM strategy , built a 150 member sales force , deployed channel partners to cover 5000+ towns. Developed consumer insights through multiple POCs for building brand awareness. Built the business from 0 to 1 and on track to meet annualized run rate of 100 within the first year with double digit profitability. Developed for the lower-income Indian households, Sleepwell Tarang & Kurlon Aaram are the first most affordable brands designed to enable a comfortable sleep for millions of underserved Households.

A purpose driven opportunity to kickstart a business in India and Southeast Asia (Indonesia, Malaysia, Vietnam, Philippines Bangladesh etc.) for a global PE owned SaaS tech company. Pivoted a business model centered around mobile handset OEMs, Telcos, Retailers and Financing companies to make smartphones affordable for millions of underserved consumers in these markets.• Acquired enterprise customers in multiple countries; Orchestrated a strategic multi-million-dollar deal in India.• Created a strong pipeline of 20+ enterprise customers by engaging with CXOs in the telecom & device financing ecosystem

A desire to create stakeholder value through an own venture led me on to a start-up journey and helped me develop an entrepreneurial mindset.Transitioned from a large corporate set-up to a start-up environment to ramp up niche start-ups in the lifestyle, smart wearables & consumer electronics categories.Association with:Smart Wearables: Suunto Watches from Finland & One8Apparels: Ramped up an ecommerce women clothing brand cofounded by my spouse (www.chidiyaa.com)provide pro bono GTM support & industry connect to consumer tech founders |Ecommerce start-ups | Consumer Brands | Business Consulting | Sales & Marketing | Commercial Operations | P&L

HMD Global is a PE funded global organization that took over the Nokia phones business from Microsoft; it provided a rare opportunity to build a business ground-up and relaunch the Nokia heritage brand in a market now already dominated by Samsung & Chinese brands.Head of Sales Operations – APAC Oct 2019-Jan 2020• Ensured delivery of revenue in India, Indonesia ,Vietnam ,ANZ by focusing on sales metrics including distribution footprint, field force productivity , inventory management , GTM and sales promotions• Developed a strategic roadmap to prioritize investments to win in key markets. Head of Business for North, East & Central India Dec 2016 – Sep 2019• Reported to the MD and led a large cross functional team of Sales, Finance, Marketing, Logistics, Care & HR• Re-built the Nokia smartphone business from ground zero to grow to a revenue of $ 500 Mn+ and created a strong challenger brand in the market• In most quarters stood as the highest contributor to global revenue • Created the India sales organization & distribution structure; Built a team of 150+ in the region and a network of 500+ channel partners, servicing 100k+ retail stores

Microsoft acquired the Nokia Phones business in 2014. It gave an opportunity to launch Microsoft phone brand built on Windows mobile OS (from 0% mkt share) in a market monopolized by Google Android (90%+ share)Head Sales Operations (Microsoft Mobile Devices) April 2016 – Nov 2016• Reported to India MD, led Sales ops to build the Microsoft/Lumia smartphones business profitably, on Windows OS which had Nil share in a market dominated by Google Android, gained a share of 30% in certain price bands.• Led a senior team to drive Field Force, Sales Capability, Sales Analytics to build a B2C way of working in Microsoft which was largely operating in a B2B environment• Project managed business transition from Microsoft India to HMD India.Head Sales & Channel Development (Microsoft Mobile Devices) Jan 2015 – Mar 2016• Managed a trade budget exceeding $100mn to deliver sales revenue of about $1 bn and ensured growth across product segments• Lead for channel strategy and footprint expansion for delivering mobile devices sales plans for Urban and Rural, reaching a retailer base of 30k+ stores for selling smartphones• Built new systems & processes to enhance sales team productivity to drive up ASP by 50% • Managed & partnered BFIL key account (Listed Co. on stock exchange) to sell mobile phones thru microfinancing, that contributed to 10% of country revenue and more to profitability.Head Sales Development (Nokia Phones) Nov 2011 – Dec 2014• Lead for strategizing and executing multi-million trade budget exceeding to drive the sales agenda• Drove In-store promoter productivity of 5k+ field force• Transitioned India sales system from Nokia ecosystem to Microsoft

Nokia Money (subsidiary of Nokia India Pvt Ltd.) Jul 2009 to Nov 2010 (1 ½ Years)Head Channel Operations As part of the core start-up team, this was an idea ahead of its time but later adopted by many such as Paytm, Airtel money etc. The start-up was sold to a fintech when the handset business got acquired by Microsoft.• Launched Nokia Money, a first of its kind P2P wallet offered on Nokia feature phones sold to a fintech after acquiring a million underbanked subscribers.• Created a network of ‘Merchants’ to facilitate txns at POS , and onboarded distributors to bring ‘float’Nokia India Pvt Ltd. Mar 2004 to June 2009 (5 Years+)Nokia India was at the cusp of a hockey-stick growth and my key responsibility was to build the right S&D infrastructure and continuously futureproof the business by paving the building blocks ahead of time.Regional Sales Manager Jan 2008 – June 2009• Business Head for Delhi NCR Area contributing to $150 Mn business across categories and channelsManager Strategic Planning & Marketing (Modern Trade/LFR) July 2006 – Dec 2007• Built the Organized trade and Ecommerce Channel, contributing 20%+ to business.• Single handedly signed up accounts like Reliance, Croma, Essar, Future group, Spice TelecomChannel Development Specialist April 2005 – June 2006• Set up the industry first field force program in 2006 to upsell smartphones (Industry employs 100k+ people now)• Managed trade incentive budget to deliver monthly sales agenda.• Develop channel processes & rolled out sales MIS system for distributorsArea Sales Manager March 2004 – March 2005• Among the first employees of Nokia in India, instrumental in setting up the mass distribution footprint, EBO’s, large format retail, microfinance, and ecommerce channels.• Sales Head for UP West circle to deliver sales and distribution plans, lead engagement with local telco team

HP provided an opportunity to streamline and build on its sales and distribution system by leveraging the strengths and best practices of how mobile phones were being sold in the country.Zonal Manager North • Business Head for North India PC consumer business across channels contributing to $100 Mn revenue• Gained No 1 position for consumer PC business of Hewlett Packard India Sales India in 2011 • Awarded the best region for performance

• First employee at Asian Paints to be assigned responsibility of ‘market-development’ for technically complex wood finishes, currently one of the most profitable categories.• Sales head at various branch offices, responsible for delivering sales revenue through directly serviced retail.Worked across different states: Gujarat, Maharashtra, incl Mumba , Karnataka ..both urban and rural geogrphies