Manager, Marketing| Indraprastha Gas Ltd. (JV of Gail, BPCL & Delhi Govt.) | Delhi-NCR
- Managed 400 employees in zonal marketing and project teams, driving strategic planning and execution to acquire 1 million gas customers and a consistent 10% year-on-year sales growth.
- Revamped customer acquisition and project delivery processes to bridge the gap between installed natural gas infrastructure and active users, resulting in a ₹156 crore reduction in capital expenditure and enhanced asset utilization.
- Negotiated tenders worth ₹130 crores and managed over 40 vendor contracts for hiring sales reps, marketing consultants, channel partners, and branding agencies.
- Successfully managed CRM and cross-functional teams, implementing key process improvements to ensure seamless lead and data flow for approximately 2.5 million customers while maintaining SLAs and ensuring customer satisfaction.
- Spearheaded digitization drive by launching app-based registration for customer acquisition, developing management dashboard for capturing real-time performance, and integrating descriptive and predictive analytics.
- Led coordination and communication with government regulators, statutory authorities, and auditors to ensure compliance.
- Managed departmental MIS reports and dashboards and obtained board approval for over ₹150 crores of new projects.
Additional Manager, Marketing| Indraprastha Gas Ltd.| Delhi-NCR
- Created a new channel partner strategy and direct marketing agent tender, boosting market penetration from 60% to 80%. The strategy later became the industry standard in city gas distribution.
- Prepared feasibility reports for expanding the natural gas network into new regions, facilitating an investment of ₹800 crores.
- Led the first-ever implementation of customer-focused schemes like EMI, FDC, and the 'refer & win' program at IGL, driving the acquisition of over 1.6 million customers, accounting for 65% of the total PNG customer base.
- Introduced digital marketing at IGL, transforming the overall marketing strategy and strengthening the brand. This initiative resulted in over 13 million impressions, 50,000 direct leads, and a 5% increase in sales
- Designed ATL and BTL advertising strategies, such as mobile promotional vehicles, print and radio ads, mall activations, promotions through multiplexes, promotional films and other conventional branding campaigns.
- Appointed to key companywide strategic committees focused on quality control, natural gas pricing, and demand forecasting.
Deputy Manager, Marketing| Indraprastha Gas Ltd.| Delhi-NCR
- Conducted and implemented the company's first-ever PNG market research, analyzing Delhi/NCR's market potential. The insights from the report informed key management decisions for investing in network coverage.
- Discovered new market segments and introduced innovative network designs to extend last-mile gas connectivity to previously untapped urban villages, leading to a significant social impact and driving large-scale expansion of the natural gas network.
- Designed and launched a direct-to-customer sales force in tandem with existing marketing and sales channels, lowering customer acquisition costs by 13%.
- Improved the turnaround time for gas connection delivery by 50% by redesigning customer acquisition and project SOPs.