Anupam Mukherji
Head Expat Segment Growth
Bahrain
Summary
Integrity-driven, multi-faceted Business Development expert with 20 years of marketing, sales, and management experience. Proficiently handled the Blue collar segment and Expat segment in GCC region. Managed teams to get results. Leader in business-boosting innovation. Helps the company become a global leader in distribution. Strong communication, negotiating, and collaboration abilities with sales teams, internal departments, and B2B clients to anticipate needs and maximize commercial prospects. Experience in segment marketing, sales, brand and communications, prepaid product marketing, and customer acquisition and roaming. Envisions smart solutions by examining and developing targets, evaluating policies and procedures, measuring report activity, identifying areas for improvement, and adopting safety practices to make positive improvements. Dedicated to problem-solving, revenue budgeting, market analysis, and process optimization. Able to drive proposal and presentation creation for new business possibilities and collaborations.
Overview
22
22
years of professional experience
2002
2002
years of post-secondary education
3
3
Languages
Work History
Head - Expat Segment Growth
Batelco by Beyon
10.2024 - Current
- Responsible for expat segment growth via prepaid, postpaid, fiber and devices under the commercial segment.
Driving the P&L for Expat segment, budget achievement, formulating roadmaps and strategies, and execution of key projects for revenue enhancement.
Revamping the Customer Value Proposition with active base management, customer engagement, ensuring win backs and cross selling and customer upgrade.
Manager-Mass Segment
Emirates Integrated Telecom Co.
10.2018 - 09.2024
- Responsible for prepaid business under the mass commercial segment, handling the P&L of the blue-collar segment, budget achievement, formulating roadmaps and strategies, and execution of key projects for revenue enhancement.
- Identify market opportunities within UAE fixed market.
- Design and execution of marketing plan for the correspondent segment.
- Go-to-market execution in close relationship with sales function; identification of the most effective sales channels to support the go-to-market strategy for home segment products; supporting sales to set-up up and grow new sales channels.
- Implement smooth and positive end-to-end customer experience supporting corresponding functions with relevant inputs.
Sales and Prepaid Acquisition Head
Airtel
06.2016 - 09.2018
- Responsible for working in various OpCo circles to meet and exceed customer acquisition numbers, quality of customer acquisition, and acquisition revenue.
- Responsible for optimizing the mix of pricing, product, and promotion channels to achieve revenues.
- Ensured market penetration and increase in market share.
- Identified new markets/products/ service offerings and evaluated commercial viability.
- Developed schemes/ products for customers, distribution channels, and company's associates for the market. Drove acquisition and arrest churn.
- With tailored tariff and data offers made at the time of acquisition, helped new subscribers get up and run quickly and generated income with a shorter payback time.
- Directed trial marketing and price plans with introductory 4G enabled handset bundling; participated in 4G capacity planning and drove the network team to ensure strategic coverage in critical zones.
- Used geo-segmentation, product interventions, and variable commission payments to trade increase extraction at each site.
Product and Pricing Lead
Aircel Telecom
07.2015 - 05.2016
- Gained a deep understanding of customer experience, identified, and filled product gaps, and generated new ideas that grow market share, improve customer experience and drive growth.
- Translated product strategy into detailed requirements and prototypes.
- Drove product launches including working with the public relations team, executives, and other product management team members.
- By developing a channel strategy, instituted loyalty systems, rewarded top performance with contests, and provided supplementary perks like shop insurance and children's scholarship programmes to increase store loyalty.
- Extracted retail market segments from Top CAT 1 and CAT 2 dealers and Motivation of Retail Market Segmentation The perfect candidate for maximizing profits from partners while minimizing losses.
Territory Manager-Prepay Business
Vodafone India
12.2004 - 07.2015
- Growth Path: Territory Manager-Prepay Business: Dec 2004 - Aug 2009, Brand and Communication Manager: Sep 2009 - Apr 2011, Acquisition Manager: May 2011 - Jul 2015.
Sales Officer
Unilever and Everyday Batteries
02.2003 - 12.2004
- Increased revenue market share by 18% in the blue collar segment and generated AED 9mn from strategic MOHRE project as a new sale channel enhancement.
- Promoted prepaid customer acquisition and growth by adjusting important prepaid KPIs.
- Played a major role in introducing 10-cents-per-minute International Rate Cutter Bundles.
- In Sep 2022, as an acquisition and base promo, offered free YouTube as part of a recharge promotion to demonstrate that company cares about customers.
- Significantly contributed in achieving: growing customer base by 68% from 455K to 763K.
- Responsible for managing AED 280 MM P&L of the blue collar segment.
- Achieved revenue growth of 15% from Jan 2021 to till exit Dec 2022.
- Partnered with the Ministry of Human Resources and Emiratisation in UAE to utilise the Tawjeeh and Tadbeer Centers as new sales channel for customer acquisition and created more than 50 touchpoints in these centers.
- Generated AED 9 Million from the MOHRE Project and improved customer market share by 2%.
- Essayed a stellar role in launching prepaid customer acquisition offers, improving key prepaid KPIs The Blue-Collar Segment in UAE for 1.7 Million population.
- Launched low value international rate cutters at 10 fils/ minute designed for the migrant blue collar segment as the first mover. Bundles were made available in daily with 30 days and 90 days validity for creating customer value and operator stickiness, in a multi sim market.
- Performed recharge promotion with Free YouTube in Sep 2022 as acquisition and base promo.
- Research and insights session involving focus group discussions with the low value target segment gave insights on the meaningful needs and the price customer was willing to pay.
- Launched new portfolio keeping affordability, product laddering basis validity, benefits and higher value savings on Voice and Data.
Education
Masters of Business Administration -
Institute of Finance and International Management
Bachelor of Commerce - Business Administration
Calcutta University
Skills
Business Strategic Planning and Development
Customer Value Proposition
Active base management
Segment Marketing
Sales Prospecting
Market Analysis and Assessment
Commercial Mass Segment
Product Management
Data Penetration
Price Value Proposition
B2B Partner Management
Business Analytics and Go-to-Market Strategy
Process Enhancement
Team Management
Sales and Distribution
Revenue Maximization
Personal Information
- Date of Birth: 12/08/78
- Nationality: Indian
- Driving License: Valid India and UAE Driving License
- Visa Status: UAE Residence Visa
Number Of Dependents
4
Timeline
Head - Expat Segment Growth
Batelco by Beyon
10.2024 - Current
Manager-Mass Segment
Emirates Integrated Telecom Co.
10.2018 - 09.2024
Sales and Prepaid Acquisition Head
Airtel
06.2016 - 09.2018
Product and Pricing Lead
Aircel Telecom
07.2015 - 05.2016
Territory Manager-Prepay Business
Vodafone India
12.2004 - 07.2015
Sales Officer
Unilever and Everyday Batteries
02.2003 - 12.2004
Bachelor of Commerce - Business Administration
Calcutta University
Masters of Business Administration -
Institute of Finance and International Management