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Anil Mansukhani

San Diego, CA 92129


Phone: (224) 715-6448 • Email: anilmansu@gmail.com

MARKETING AND STRATEGY EXECUTIVE


Strategic Planning / Marketing Analytics / Product Development / Loyalty Marketing / Pricing Strategy
Direct Marketing / Customer Segmentation / Competitive Analysis / Market Research / DCF Business Case
Modeling
Digital Marketing / Business Development / Customer Contact Strategy & Experience Mgt. / Contract
Negotiation

Marketing and strategy executive with Chicago Booth MBA and 15 years of B2C & B2B experience working in both
start-up and Fortune 500 cultures. Career path includes industry experience in mobile digital video entertainment,
wireless technology, consumer electronics, and financial services. Primary areas of focus include business planning
strategy and product marketing with emphasis on customer analytics, acquisition, and retention marketing.

Led business strategy, marketing, and analysis for the successful launch of more than a dozen consumer products
including a multi-platform live mobile digital video entertainment service broadcast over wireless phones, portable
video players, and in vehicle entertainment systems. Provided leadership for the launch of personal finance products
including stored value gift cards, deposit products, personal loans, and rewards based credit cards for students, travel
enthusiasts, small business owners, and for automotive needs.

MBA in Marketing & Finance, 2005 • University of Chicago, Booth School of Business
BS in Finance, 1996 • University of Illinois @ Urbana-Champaign

PROFESSIONAL HIGHLIGHTS
Qualcomm, Inc. (FLO TV subsidiary in Qualcomm Strategic Initiatives division) • San Diego, CA
2007-2010
HEAD OF CUSTOMER RELATIONSHIP MARKETING STRATEGY & ANALYSIS (2009-2010)
Direct report to division CMO and COO; supervised the workload of 10+ team members including external
agencies and internal staff
Optimized multi-million dollar budget to design, implement, and refine all aspects of customer base marketing
including segmentation, retention strategy, and pricing across multiple direct to consumer mobile video
entertainment platforms
Leveraged data driven analytics to inform media mix strategy, demand generation, and customer retention
initiatives to increase ARPU and CLV
 Led cross divisional collaboration to develop and implement business analytic tools to synthesize large
customer data sets into actionable insights
 Utilized Google Analytics to identify trends in website traffic resulting from SEO/SEM efforts, media
spend, social media activity, and e-mail marketing campaigns
Orchestrated lead generation campaigns and subscriber promotions to stimulate engagement by coordinating the
efforts of several geographically diverse external agencies and numerous internal stakeholders
 Campaigns often occurred in conjunction with the promotion of high profile sporting events such as the
Super Bowl, NCAA March Madness, and the World Cup

Select Accomplishments
 Successfully launched over 75 acquisition, retention, and up-sell/cross-sell e-mail marketing campaigns
using A/B testing resulting in delivery, open, click through, and conversion rates above industry averages
 Effectively designed and implemented several solutions to reduce customer churn by introducing a 3 tier
retention pricing strategy including proactive, reactive, and win-back offers
 Increased transparency and granularity of churn reason code data captured by business operations to
highlight opportunities for improvement such as enhancing point of sale merchandising using online tools
and SMS campaigns
 Led cross divisional efforts to develop and implement scalable operational processes which did not
previously exist
 Enhanced existing lead capture tool and centralized prospect data across multiple channels
 Executed efficient lead generation campaign which produced a 2x lift in leads at half of the cost of a
similar initiative

SENIOR MANAGER – STRATEGY & ANALYSIS (2007-2009)


Led all financial aspects of business case development using NPV and scenario analyses to prioritize several direct
to consumer new product launches as well as emerging categories under consideration such as portable gaming,
laptops, tablets, netbooks, and e-readers. Managed analyses and integration of business cases into strategic and
annual planning forecasts.
 Identified opportunities for BOM cost reductions and more efficient inventory management working cross-
functionally with engineering, product management, supply chain, and business development
 Partnered with business development to optimize retail distribution deal terms (MDF, bounties, revenue
share) with consumer electronics retailers such as Best Buy, Target, Amazon.com, Radio Shack, and
numerous regional retailers
Managed financial analyses of mobile video licensing deals with industry leading content providers including
Disney, Viacom, Crackle, Warner Bros, NBCU, FOX, CBS, and Discovery
Assessed feasibility of various joint venture and equity partnership opportunities with content providers, online
video distributors (Google, Netflix, Hulu), and device OEMs to grow revenue and subscribers
Collaborated with sales to evaluate profitability of numerous pricing, MDF, and subsidy proposals with Tier 1 and
Tier 2 wireless carriers based on projected sell-in and sell-through forecasts
Supervised executive presentation of marketing campaign performance as well as developed standardized KPI
dashboard reporting including gross adds, subscriber churn, and ARPU
Direct report to division CFO; hired, managed, and facilitated career growth of 4 senior financial and data analysts

Select Accomplishments
 Developed go to market consumer pricing strategy and recommendation to allocate channel and brand
marketing spend
 Selected as department lead for vendor selection, due diligence, and contract negotiation of key deal terms
for device OEMs, retail distribution, customer service operations, supply chain logistics, billing systems, and
payment processing
 Created division wide standard for subscriber attrition reporting used in forecasting/analysis

Discover Financial Services (former division of Morgan Stanley) • Riverwoods, IL 2000-2007


MANAGER – CORPORATE STRATEGY & ANALYSIS (2005-2007)
Led development of pro forma product and channel (DM, TM, Web) profitability models used to evaluate
customer acquisition business cases of new loyalty marketing initiatives
Managed development of response propensity and profitability model by customer segment for business operations
group to prioritize contact strategy for inbound and outbound TM cross-sell offers
Collaborated with cross-functional business partners to successfully revamp acquisition and portfolio customer
segmentation methodology to place greater emphasis on behavioral data (recency, frequency, and monetary)
Hired, prioritized workload, and facilitated career growth of 3 project managers as well as coordinated efforts of
teams involved in data analyses and presentation support

Select Accomplishments
 Identified multiple innovative opportunities through data mining to optimize $50MM loyalty programs
designed to stimulate customer engagement and retention; ideas yielded annual savings of $10MM-$20MM
 Served as department lead involved in project valuation, pricing negotiation, and due diligence with 3rd
party partnership resulting in more favorable margins by 20%

PROJECT MANAGER – CORPORATE STRATEGY & ANALYSIS (2002-2005)


Delivered pricing matrix by customer segment and by risk score for $15Bn product line using DCF and ROA
analysis
Constructed complex financial models to evaluate account profitability of test vs. control direct mail campaigns for
new and existing customers to optimize marketing investment
Assessed impact of cost savings proposals to reduce $750MM rewards marketing budget
Initiated product scorecards to measure efficiency of pricing, retention, and usage campaigns

FINANCIAL ANALYST – CENTRAL PLANNING (2000-2002)


Created monthly presentations for senior executives to evaluate marketing campaign performance
Forecasted key business drivers used in quarterly forecasts and long-term strategic planning
Developed financial and statistical database of principal competitors used for benchmarking

W.W. Grainger, Inc. • Lake Forest, IL


FINANCIAL DEVELOPMENT PROGRAM
1996-2000
Treasury & Financial Services / Financial Planning & Analysis / Financial Reporting & Internal Audit

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