• Responsible for Refreshing the Brand Identity, synergizing through all marketing verticals viz, Retail, Digital & Social, VM & CRM.• Set strategic direction for Blackberrys Loyalty program (FIREBIRD Club) and established a brand identity for the program at all India level• Executed all Direct Marketing communication with Loyalty Members. With members growing at an Increasing rate per year at ~50% as a repeat of total turnover & zero growth in loyalty discounts. • Implemented data analytics o customer segmentation @RFM, Buying & Discounting/ Offers patterns, Timing & Occasion, Demographics & Loyalty variables)o Enhancing the acquisition of new members using the Lookalike model with FB/ Social & various Partnerso Upward migration of members across the value chain using Visit & Product Specific predictive modeling.• Ensure profitable growth for the category assigned in respect of volumes, market share, and margins.• Independently worked with cross-functional teams to deliver Marketing & Communication innovations for the assigned category.• Develop and execute category advertising and promotion campaigns with a cost-effective media mix to support brand objectives.• Built strategic external alliances and partnerships with vendors to boost consumer advantages beyond the normal discounts and offers• Manage and own P&L for all partnerships • Generated key consumer insights through external Market Research (Brand Track + Category & Region performance Survey) to help improve the program engagement as well as inputs for Product improvement & Merchandising planning. • SERVICE Excellence Mystery Audits @ 350 stores. • Store Staff Training.