As the CRM Senior Manager, I play a pivotal role in shaping and executing the CRM strategy for Samsung Canada, ensuring alignment with both B2C and B2B objectives. My responsibilities encompass the development and activation of comprehensive CRM plans that drive engagement and retention across all business units (Mobile experience, consumer electronics, large appliances and E-comm.)Key Responsibilities:• Strategic Leadership: Lead the end-to-end CRM strategy, focusing on both consumer and business audiences. Develop operational roadmaps that align with Samsung's overarching goals and measure ROI effectively.• Team Management: Oversee a dynamic team, including two direct reports and an external CRM agency consisting of 17+ members. Provide strategic counsel and direction to internal stakeholders, including senior leaders in brand marketing and sales.• Channel Expansion: Spearhead efforts to optimize and expand communication channels, such as email, push notifications, geo-push, and SMS, to enhance customer acquisition and retention. • Data-Driven Insights: Utilize consumer data to deliver personalized marketing strategies. Conduct segmentation analysis to create engaging programs that address specific customer needs and preferences.• Budget Oversight: Manage the CRM program budget and oversee individual campaign and project budgets across all business units, ensuring efficient allocation of resources.• Compliance and Best Practices: Collaborate with Samsung Legal to ensure compliance with Canadian Privacy Laws, including PIPEDA and CASL. Continuously implement and refine CRM best practices, staying abreast of new tools and technologies.• Loyalty Initiatives: Drive the evolution of Global CRM strategies and support loyalty programs tailored to the Canadian market, aiming to build a robust database of Samsung brand advocates.Through these efforts, I aim to maximize customer lifetime value and foster long-term loyalty to the Samsung brand.

Product Owner – Prospect Migration (Rogers & Fido):• Led the project to migrate all the prospect assets (22 Journeys, 120 emails, 45 cloud pages, 31 automation, 30 APIs) from legacy CRM platforms over to the Salesforce marketing cloud. This project was delivered in record time and within the allocated budgetFew accomplishments:• Implemented a new customer consent management for prospects to comply with CASL (Canadian Anti Scam law)• Implemented a new prospect ID and search and match logic to better identify and target prospect customers • Enabled new capabilities to segment the customers and deliver highly personalized communication. This was achieved by creating automated processes to bring prospect data into SAS MA (Marketing Automation) • Built new reports for prospect to better understand campaign performance in Salesforce marketing cloudProduct Owner – Campaign Quality (Rogers, Fido & Chatr):• Concetulized and led the implementation of Campaign QA and QC process in SAS MA • An automated new QC process was built to check for campaign hygiene in the final vendor file (DNC, Delinquent, bad credit, contact strategy rules and other customer suppression lists) •New dashboards were created on SharePoint to monitor all the critical customer tables and data attributes to proactively manage customer data issues and to prevent errors in the final vendor file.

Al- Futtaim group is one of the largest conglomerates in the Middle East and Southeast Asia with business ranging from Automotive, Retail, Real estate & Financial services• Led the implementation & operationalized the Net Promoter System (NPS) program for 11 Retail brands (180 stores, 6 e-commerce websites) including IKEA, Marks and Spencer, ACE Hardware, Ted Baker, Kate Spade etc. NPS was identified as the most important KPI for the brand owners. 30% weightage was given to drive this and it was a key component in the yearly performance review.• Monitored project activities to ensure all deliverables are on-time, high quality and within the allocated budget• Operationalized the voice of the customer as an operating model as well as the change driver in the brands. Promoted high engagement and usage of the customer’s feedback & insights to drive improvement initiatives within brands.• Maintained ongoing measurement, monitoring, and increased customer advocacy/retention to drive sales and reduce the bad cost in a sustainable manner.• Closed the loop with the customers (detractors) to turn a poor experience into an excellent one. Empowered brands to take actions in real-time on poor experiences.

• Led the implementation of a robust CRM system (Salesforce marketing cloud) as well as developed and implemented strong loyalty programs across 47 brands in over 10 countries.CRM contributed 21% - 35% of total gross sales with the highest conversion rate & return of investment.• Managed customer marketing channels (email marketing & SMS marketing) including customer lifecycle campaigns, deliverability, segmentation, execution & reporting. Worked closely with retail brands and customer analytics teams to formulate campaigns & customer base, as well as create a segmentation strategy for highly targeted and personalized campaigns.• Assisted brands in improving customer retention rate; improved retention rate by 18% -22% year on year, as well as created customer marketing strategy; KPIs - web sessions & conversion rate, store footfall, coupon redemption, incremental sales & conversion rate.• Managed CRM vendor relationships and made sure brands and businesses get the most value out of tools and services.• Implemented customer lifecycle marketing campaigns for both e-commerce and brick & mortar stores. Key performance indicators included: reactivation lapsed customers, engaging Top 2% customers, and activated potential customers, cross-sell & up-sell campaign automation and optimization.• Managed brand's customer marketing budget: delivered 100% plus return of marketing investment, assisted retail division in forecasting CRM budget and targets, and mentored a team of 8 CRM executives and data analysts.

CitrussTV is the largest teleshopping channel in the Middle East & North Africa, selling various products in multiple categories and catering to over 8 countries.https://en-ae.citrusstv.com/• Revived the email marketing channel that was suffering from a reduced conversation rate of 0.3% due to spam and poor customer segmentation strategy. • Managed email marketing and CRM campaigns for mobile app users that contributed to 27% of the top-line revenue with a conversion rate of above 2% second only to telesales.• Managed and improved the customer rewards program (Citruss VIP) which led to an improved retention rate by 7% and contributed to 11% more to the topline sales.• Led the replatforming, data migration and IP warmup of the CRM tool from mailchimp to IBM silverpop (now part of IBM watson offering). • Delivered customer marketing roadmap in line with yearly objectives.• Implementing personalization customer lifecycle management campaigns (browse history, abandoned cart, recency frequency monetary modeling). • Implemented Litmus (email testing tool) to insure IP health and maintain near 100% deliverability.• Managed vendors & cost negotiations to ensure the business gets the most value of tools and services.• Mentored a team of 5 executives (email marketing, social media, graphic designer, mobile app & e-commerce)

Souq.com/Amazon.com is a marketplace with over 1 million products. It's the Middle East and North Africa’s largest E-commerce company which was later acquired by Amazon.com. Souq.com was the market leader in the region for innovation in online trading, marketing, logistics and fulfillment www.amazon.ae• Delivered on customer marketing roadmap for the souq.com mobile app• Evaluated CRM vendors and negotiations for the mobile app• Managed customer communication channels - Email marketing (promotional campaigns, customer lifecycle campaigns, automated campaigns, event-triggered campaigns), Mobile app (Push notifications, In-app notifications, customer lifecycle campaigns, automatedcampaigns, event-triggered campaigns)• Worked along with the analytics team to gather insights on customer behavior and creating microsegments for personalized marketing communication• Reported on all CRM channels - effectiveness of campaigns based on the agreed KPIs and suggested next steps of actions• Strategized and executed customer lifecycle journey• Executed facebook custom audience and lookalike campaigns optimized for revenue generation• Worked along with multiple stakeholders in delivering onsite notifications integrated with the database for a personalized browsing experience• Segmented and executed SMS marketing campaigns

• Managed the email marketing channel for Souq.com globally• Planned and executed I.P warmup campaigns and managed I.P, subdomain reputation for all of souq’s operating countries• Managed email marketing tool migration from basic to an enterprise solution• Managed email marketing dashboard to report email marketing KPIs and worked with country marketing teams in improving the KPIs• Managed A/B testing for email marketing to optimize the KPIs - Open rate, click rate, and conversion rate• Managed promotional email campaign calendar - execution, segmentation & deliverability• Worked along with the product team to deliver event-triggered campaigns - Abandoned cart, Browse history, Wishlist, Payment Failure, Save for later campaigns• Delivered customer lifecycle campaigns based on customer browse behaviours and purchase history• Acquired return path certification which guarantees 99% deliverability for Hotmail and Yahoo by complying with best practices in list management and content

Leep.in was an E-commerce startup based out of Hyderabad - India which focused on selling great quality, trendy clothing to young adults ranging from 18 - 28 years. The company did well in the initial years but it failed to secure VC funding and hence shut down. • Managed Email Marketing channel for leep.in• Creation and execution of email marketing campaigns• Managed email performance dashboard for reporting on email marketing KPIs• Managed A/B testing for email marketing to optimize the KPIs - Open rate, click rate, and conversion rate• Managed customer segmentation for personalized communication• Maintaining database hygiene, keeping unsubscribe & bounce rate under check• Executed SMS marketing campaigns

Disside design is an established design house based out of Hyderabad - India. www.disside.com• Social Media Marketing- Execution of Social media campaigns on facebook and twitter• Email campaigns execution - Weekly newsletter• Reporting on marketing channel KPIs