Lama Choudhury Email & Phone Number

o Support the Regional Customer Sales teams in achieving their Volume, Gross Sales ($200 MN in 2021) and Net Sales targets by managing their trade investment strategieso Coordinate with customer sales and brand finance teams to collate monthly data for preparing financial and management reports such as Bottom-Up builds for GS and trade investments across all customers in Canada. Evaluate performance vs budget using Performance Manager templateso Responsible for organizing and conducting formal training sessions for regional customer sales teams – Financial Acumen training in preparation for new planning tool roll out to explain how the various P&L line items impact overall profitability – explained impact of PYAR (Prior Year Accrual Reversal) on P&L and provide guidance to minimize it in Account Managers round table meetingo Strategy planning and development of Customer Annual Business Plans – competitive / business environment research and benchmarking to determine emerging issues and trends and analyze the impact, suggest strategies to mitigate risk and bridge funding gaps in annual planso Gather data and analyze revenue and operating expenses across the product portfolio and develop financial models that illustrate variable and fixed contribution margins (profitability) of each producto Develop dashboards to record key performance metrics - volume, price, mix and trade growth/decline in Net Sales economicso Prepare financial presentations and reports to assist in decision-making :• evaluated incremental trade investment demands from customers and provided recommendations on investments to drive incremental volume in line with the organizations pay for performance objectives while ensuring better profitability, ROI and increased market share for the organization• monitored business metrics and helped all customers teams in maintaining sector level spending within +/-2% of annual budget, reallocate unused funds and bridge funding gaps

Toronto, Canada Area

o Create business plans and valuation models to raise funds from investorso Provide scenario modeling, analysis and recommendationso Assist with translation of online business systems to English for deployment at client siteso Responsible for strategic sales and prospect management o Create Pilot Project proposals for potential clients

Mumbai Area, India

o Developed financial forecasts and budgets for all business verticalso Reviewed actual results versus budgets in a timely and accurate manner to monitor business performance and developed recommendations for achieving desired goalso Created financial models to analyze cost/benefit of new initiatives to influence stakeholder decisionso Ensured application of corporate financial controls via effective implementation and maintenance of financial policies and by the establishment, maintenance and audit of control proceduresAccomplishments:-o Created business plan and raised seed investment of US $1M for the companyo Negotiated exclusive representation/reseller agreements with BING, MSN, MEDIAMATH, OUTBRAIN, ADFORM, APPNEXUS, THE ECONOMIST, INC & FASTCOMPANY for monetizing their advertising inventory/programmatic platform in a new territoryo Leveraged agency relationships, implemented volume incentive deals to increase advertiser spending on search that resulted in revenue increase of US $25M for BING annuallyo Collated data from finance, sales and marketing, developed a performance based incentive payout model that improved employee productivity, performance and total revenue turnover

Mumbai Area, India

o Managed annual (fiscal budget, mid-range plan), quarterly, monthly forecasting for departmentso Provided sound financial advice and judgement on budgeting decisions that supported the business o Compiled data to generate financial statements including cash flow, P&L, and balance sheet for review by managemento Developed and executed corporate merger and acquisition initiatives aligned with short and long-term business strategieso Worked alongside internal and external legal counsel to structure transactions, i.e. investments, joint ventures, strategic alliances and financingAccomplishments:-o Prepared pitch documents, submitted RFPs, negotiated and finalized sales representation contracts with new clients, which increased sales turnover by 50% YoYo Replaced commission fee with barter for inventory model to increase new client conversions by 20%o Led negotiations to acquired stake in a post-production companyo Formed Joint Venture with a cloud-based digital delivery platform for Television Commercialso Performed due diligence, drafted Term Sheet that included terms of operations, commission structure, profit sharing, treatment of tax liabilities

Mumbai Area, India

•Maintain trackers for monitoring overall performance of each business vertical against budget and re-forecast targets for each vertical•Led negotiations and acquired minority stake in a creative solutions company; finalized annual budget, devised pricing strategy for projects undertaken and currently renegotiating contracts with new and existing customers of the company

Mumbai Area, India

• Analyzed organic and inorganic growth opportunities for the company; valued potential targets using prevailing valuation methodologies and prepared investment proposals• Developed financial models to determine the firms working capital requirement and liaised with banks to obtain working capital limits• Created operating expense matrix, worked out scenarios to determine optimum cost of doing business and used results to calculated commissions to be charged for services rendered to clients• Developed measurement books to capture revenue generated from client accounts and mapped the data directly into monthly scorecards to track variance and identify potential growth opportunities• Evaluated a technology business and assisted with forming a JV for providing a digital delivery solution for TVC’s to advertisers in India; responsibilities included :o Performing due diligence, business planning, market sizing, financial feasibility and breakeven analysis, drafted the Term Sheet that included terms of operations, commission structure, profit sharing, treatment of tax liabilities, etc with the partnering company o Finalized the terms of the Shareholders Agreement, Share Subscription Agreement and other agreements to put the JV into effect.

o Managed $47M in combined annual operating expenses for clients; aligned strategic direction, implemented cost reduction initiatives, achieved cost savings of $3M relative to set benchmark o Created cost effective vendor elimination plan to systematically reduce total eligibility vendors from 3 to 2, negotiated commission rate down from 20% to 15% o Developed trackers to measure employee productivity, created reports, assisted in transitioning roles to shared service sites which allowed client to achieve perpetual 12% cost savings in payrollo Worked with Revenue Optimization team, performed consistent database queries using SQL, analyzed data using Proclarity and Crystal Reports to estimate revenue yield improvement

o Developed product catering to healthcare sector, analyzed data to determine product utility across various market segments, created marketing plan for delivering market share by mapping customer needs to product offeringo Designed market research surveys, conducted focus group sessions and personal interviews to identify facts and issues in delivering healthcare solutions

• Created and managed a $500,000 University of Illinois Foundation BRIC portfolio • Valued several international stocks using Discounted Cash Flow models • Imported data from MSCI Barra into Excel; performed data cleaning, regression analysis, calculated returns, standard deviation and other performance indicators for the fund• Periodically monitored portfolio and compared its performance against the MSCI Index using STATA• In three months the portfolio generated an excess return of 360bps over the benchmark

Mba, Finance And Marketing

Activities and Societies: Was part of the Universities internal finance Portfolio Management team Masters in Business Administration.

Engineering, Electronics