R Kumaran
Chennai
Summary
Result oriented Marketing professional with 13 + years of experience in Telecom Industry. Expertise in Data Analytics, Prepaid Acquisition, Customer Life Cycle Management (Prepaid Voice and VAS), Product Management, Product Penetration, Revenue Enhancement and Churn Management.
Overview
16
16
years of professional experience
2
2
years of post-secondary education
Work History
Senior Consultant
Pelatro Solutions Pvt Ltd
12.2022 - Current
- Manage the whole CVM business for the Middle East and East Africa
- Gather business requirements and problems for all CVM journeys
- Identified the business objective, new development areas & potential risks of the project
- Built the end-to-end CVM strategy and framework and Proposed a strategy to enhance the business
- Deployed the framework and monitored the campaign performance regularly
- Showing a consistent growth in the Revenue uplift from 0.8% to 1.2% over a period of 6 months
- Improved app penetration from 26 % to 32% in the last 6 months
- Proposed new channels and triggers required to enable CVM business
- Improved CVM tertiary contribution to overall tertiary 10% to 18% over a period of 6 months
- Part of weekly & monthly governance meetings to make business decisions
- Streamlined business process operations for 3 Telcos handling a 4 member team
Manager – Consumer Value Solutions
Comviva Technologies
05.2021 - 11.2022
- End to end campaign management for LEBARA and KOGAN Mobile -
- Identify and make recommendations for actions to improve campaign performance and drive incremental revenue and other campaign KPIs Continuous Improvement
- Single point of contact between Marketing and Comviva for design reporting and campaign performance
- Ensure campaign-to-market process for assigned campaigns is managed to a high standard and within SLA
- Implement new standard reports to monitor campaign performance
- Complete segmentation and base analysis to support development and approval of CVM .campaigns
- Responsible for Quarterly billing and follow-up for invoices
- Ensure all knowledge is documented and incorporated into effective processes
- Identify opportunities for improvement in business practice
Marketing Consultant
FLYTXT Mobile Solutions
05.2018 - 11.2020
- End to end campaign management for Vodafone (TN circle subscriber base of 21 Million)
- Understanding of basic principles of Customer segmentation
- Accountable for channel touch point integration
- Timely creation & execution of campaigns based on KPI's with target conditions (both Push & pull)
- Optimal utilization of available attributes/KPIs for campaigning / CVM
- Drive CSAT: By meeting & addressing operational requirements of customer
- Creation of innovative marketing campaigns which will be valuable for operator.
Prepaid Lead
Aircel Limited
08.2015 - 12.2017
- Prepaid Acquisition: - Drive acquisition by identifying new markets, Go-To-Market strategy & ensure seamless customer experience
- (Chennai circle subscriber base of 2.4 Million) Supporting Sales team in offering customized FRC products to achieve gross target and also to enhance acquisition with higher ARPU
- Rollout schemes for Retailers & distribution channels to ensure achievement of SOGA
- Looking after cost of acquisition
- Tracking and analyzing of competition tariffs, trade schemes and promotions to study market trend and aligning accordingly
- New Customer On-boarding : - Achieve budgeted revenue from AON less than 90 subs by launching U & R offers as per market competitiveness
- Designing/Devising U & R promos with effective customer segmentation
- Monitoring and evaluating U & R activity on daily basis through set of defined reports
- Performance analysis of all U & R promos and draw insights to be leveraged for future promos for revenue enhancement
- VAS: - Responsible for Value Added Services portfolio, which includes VAS, Messaging, and WAP revenues
- Achieve VAS revenue Budgets/Targets by new Product/ Promo launches & effective Product management
- (subscriber base of 2.4 Million) To Increase Customer Penetration for VAS Services
- Increase & Initiate Business Promos with Partners to drive active VAS product penetration & Revenue
- Launch of New Products and New Genres to increase width of Infotainment Portfolio and maximize revenue opportunities.
Managing Consultant
Black N Green Solution
02.2015 - 08.2015
- Handle end-to-end business requirements for operators in Nigeria/Cameroon & Rwanda
- Responsible for the overall business development
- Build preferred status relationship with VAS Marketing Team & leverage the relationship to increase consumption of services to maximize revenue
- Interact with Technical teams of various operators for issue resolution and new development/configuration related activities
- Ensure effective Promotions through OBD, SMS & other promotional platform
- Develop sales & marketing collateral as required
- Product Management: Coordinating with the development team that would roll out the features & enhancements along with backend administration.
Account Manager
ONE97 Communications
01.2014 - 02.2015
- To pitch and launch new VAS products in the assigned account
- To enhance revenue & account penetration through relationship building, complaint management & Sales
- Strategic decision making to drive usage and revenues
- Generating Revenue by selling OBD/USSD/SMS based products
- Responsible for launching new & Innovative services and developing marketing & communication strategies via SMS, PCN, CELLINFO or CIDs for generating revenues
- Report analysis, base management & Payment collection
- Managing Self care and VAS IVR plat form.
Assistant Manager
Symbiotic InfoTech
08.2008 - 01.2014
- Handling Business Development and account Management for Reliance, Docomo & MTS in South region
- Achieve targeted business growth numbers
- Build and grow client relationships and existing clients
- Strategically launching new services, developing marketing strategies & generating revenues
- Ability to communicate company's proposition to target accounts
- Develop marketing and sales collateral for designated application suite
- Liaise with various intra-department teams pro-actively
- Data & Report Analysis.
Education
MBA - Marketing & Systems
SRM School Of Management
Chennai, TN 06.2006 - 05.2008
Skills
Campaign Management
Consulting
Customer Lifecycle Management
Team Handling
Business Analytics
New Customer Acquisition
Revenue Enhancement
Collaboration
Timeline
Senior Consultant
Pelatro Solutions Pvt Ltd
12.2022 - Current
Manager – Consumer Value Solutions
Comviva Technologies
05.2021 - 11.2022
Marketing Consultant
FLYTXT Mobile Solutions
05.2018 - 11.2020
Prepaid Lead
Aircel Limited
08.2015 - 12.2017
Managing Consultant
Black N Green Solution
02.2015 - 08.2015
Account Manager
ONE97 Communications
01.2014 - 02.2015
Assistant Manager
Symbiotic InfoTech
08.2008 - 01.2014
MBA - Marketing & Systems
SRM School Of Management
06.2006 - 05.2008
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