Why would a company as big as Ericsson need a Think tank as robust as "ConsumerLab" A Lab what is it? A #consumerlab where consumers are observed in their natural settings, sometimes requested to share what they want, at times, caught in the middle of social conversations, participate in social experiments we do to understand them what they dont say. Is it important for a tech company. Very Pivotal rather to create products that are closely aligned with consumer needs. To be ahead of time we have to anticipate trends before they even go mainstream. Thats my job and role. Position a brand as a technology leader as a leading ICT players in a place where it is perceived as a mobile company or just a networking company. Pulling out customer insights and trends from the middle of millions of industry and market changes. Insights that are not actionable makes the word a misnomer, insights out from ConsumerLab India region has improved client product's ROI by 23% and provided them consumer marketing strategies that reduced their marketing budget by 37% . CLTV:CAC ratio went high by 80%

Strategically managed Marketing budget of 80Mln USD in advertising, brand building, brand activation, promotions, digital media campaigns, retail marketing, rural marketing, ATL, BTL, PR along with a team of 65 marketing membersFrom fuelling in consumer insights for Product development of Smart TV to brand planning, activation, launch and promotions of SMARTTV pan India.Handled P&L for category brand and marketingCreated multiple innovative Social media campaigns to launch Mobile Phone models with result of 35% increased sales compared to last year sales for similar products. Launched digital campaigns to improve brand awareness and association with increased brand equityPost launch digital campaignsSteered marketing intelligence to measure Marketing ROI at all critical consumer engagement touch points. Delivered MAR (Market Assessment Report) Quarterly, Biennial, Annual; the report is an assessment report of the overall market including category dynamics, competitor review, channel dynamics, consumer segmentation, brand status, and development of consumer based product insightsI have delivered Marketing Performance Report measuring market response of launched products to find gaps between initial marketing strategy and actual performance. Delivered key outputs like marketing performance at MOT (Moment of Truth), NPS (Net Promoter Score), consumer profile, pre-purchase, in-store experience, purchase, delivery/installation, product usage, customer service and brand performanceConsumer research through social media platforms to do sentiment analysis, assess brand acceptance and competition’s positioning in eye of consumer. Built, handled Consumer Intelligence to Build Insight Driven Marketing Activities for the organizationConstructed and integrated marketing KPI’s along with cross functional teamsDeliver annual marketing plan working in conjunction business heads

• Segmented customers for high value customers and other relevant segments to have a highly targeted marketing campaign and strong brand in the market • Resulting in revenue growth of 27% in 9 months, market share increase by 7% and profitability by 11%. Brand track showed an Resulting in revenue growth of 27% in 9 months, market share increase by 7% and profitability by 11%. Brand track showed an improvement in brand imagery. • Repositioned Brand to be well known brand of the year in the industry, Cost of operations reduced by 18%• Digitizing the Customer Experience management & Brand Positioning. • Improved customer experience • Operationalize the Brand Identity to front liners. • Customer Brand perception improved• Brand streamlined to as one identity across stores and human resources

Notable Highlights:Key clients handled: Airtel, Samsung, Benetton, etc. Understood client’s business problem by going beyond single interaction and deep diving with client’s departments to understand the strategic nature of problem to design best research solutions in the budget assigned by the client. Diplomatically negotiated client-requested changes, to ensure both client satisfaction and data validity. Breathed life into the stories about IMRB’s unique brand and mission; created and utilized a variety of data visualization tools including info-graphics, charts, graphs, etc. to effectively and succinctly communicate results Developed the final analysis presentation, with the skill to edit 100+ slide research findings decks down to short, engaged overviews of the most important insights, takeaways and recommendations Managed each phase of the primary research project seamlessly. Worked on the scoping of the project and disseminated clear communication to all teams for the project in hand. Prepared project budget to price the project in RFP’s accurately Led a team of 10 Research Executives to 40 other executive, administered activities related to client interaction & management. Directly interacted with teams including Field Offices, Research Analysts, IT, CATI, Call center, and Accounts

Notable Highlights:Key clients handled: Nokia, Telekom Malaysia, SingTel, Motorola, Etisalat, etc.Actively participated in technology and telecom practice at Mckinsey covering research, business intelligence, competitor intelligence for the Asia Pacific region on various consulting studies.Concentrated work on Mobile, Fixed Line and Broadband sectors in telecom industry so as to develop markets in Asia.Played a major role in following engagements in Mckinsey Teams; distinction of winning India strategy for a handset manufacturer. Developed a retail and distribution strategy for the handset vendor.Significantly contributed in identifying how regulation had strong influence in shaping up Telecom sectors of developing nations; quantified direct and indirect economic impact of wireless sector.Essayed a stellar role in staffing engagement with an objective to help client maximize broadband and 3G potential in the home country.Instrumental in coming up with range of supply and demand side options and evaluating it from a government / regulator that could accelerate broadband penetration.Pivotal in analyzing key drivers for broadband penetration and their impact on BB penetration by doing regression analysis; developed a model to estimate future market size for technologies like FTTH & FTTC in rural / urban areas.

Notable Highlights:Key clients handled: Johnson & Johnson, Reliance, Walmart Significantly contributed in strategising frameworks after analysis, filtering & categorizing of large information using various industrial databases like Factiva, ISI Emerging Markets, Forrester, IDC, Gartner, Tradstat, Dialog, Profound, and others. Worked with Practice Area Leaders so as to manage acquisition & sharing of knowledge and content in order to support consultants and practitioners in winning new engagements and serving the existing client base.Played a major role in identifying and gathering relevant information using a broad spectrum of appropriate sources to support a spectrum of industries including Information Technology, Telecommunication, Retail, Supply Chain Management (SCM) and Automotive.Administered activities related to coordination of all incoming requests IC (Intellectual Capital) Management & engagement tracking.Assimilated & synthesized business trends and managed activities related to competitor analysis & other relevant recommendations for consultants so as to resolve critical client assignments.

Notable Highlights:Played a major role in designing ER (Entity Relationship Diagrams) using tools like Rational Rose, coding in languages like Java, XML and testing the softwareSuccessfully handled projects like e-Retail Business to Consumer (B2C) Modular and completely customizable portal that enables any medium to large retail organisation to implement online retailing.Major project handled: SFAS (Sales Force Automation System) A web based sales oriented Business Resource Management System.Professional Training / Workshop AttendedAttended Research & Storyline Building Training Workshop in 2007 in Florida while working with Mckinsey.Attended 5 day interactive training "Leading with Passion" while working with LG. Professional EnhancementsWorked part-time in an e-Commerce Magazine. Accountable for handling activities like writing of articles, editing magazine and attending seminars / conferences for magazine related articles / subjects.Successfully acted as a Freelance Writer, handling many copywriting projects for various business groups, children's magazines and newspapers.Conducted workshops for kids all over the city primarily focusing on Personality Development, Confidence Building, IQ and EQ.