Gauri Shah

Gauri Shah

Singapore

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About me:

A balanced creative and strategic mindset individual with 13 years of integrated experience. Expertise in online and traditional marketing, customer acquisition, strategic partnerships, brand positioning, PR and pricing, direct marketing, affiliates and analytics

Education:

MBA- Marketing and Advertising | University of Mumbai | 2007
Bachelor in Management Studies- International Finance & Marketing | University of Mumbai | 2004

Experience:

Acquisition Marketing (Traditional and Online)
Developed & executed a digital marketing strategy for the content-based campaign. Exceeded H1 revenue goals by 32%Owned Global Agent business and delivered revenue of USD 1.6 million across Asia through digital campaigns, inserts and on-boarding of new agentsLaunched experiential campaigns in Australia, Hong Kong and Singapore with innovative concepts (edible insect ice cream/waffles, man-made meat burgers/rolls) which delivered 8,000 starts in 2019 increasing the brand awareness by 45% and delivered revenue of USD 1 million-plusEngaged and developed PR campaign with an agency to launch an experiential campaigns in AustraliaUsed Google Analytics to track the effectiveness of social media campaign. Optimization of the campaign saw an increase in user engagement, website page by 120% in 2018 and translated into an 80% increase in subscription salesDeveloped and ensured there is global consistency in the creatives and communications plan rolled out on the acquisition channelEnsure the communications and creatives are approved by editorial and senior stake holders and work on the roadmap of the rolloutWorked closely with the global leadership team to develop and implement communication to subscribers on a timely basis
Partnerships
Proven expertise in identifying global partners and striking acquisition alliances across industriescovering Airlines, Hospitality, Rewards, Loyalty, Banking, Telecom etc.… delivering a growth of 25%year on year
Building and engaging with Senior Management at partner end and collaborating deals
Advocate internally and ensure the campaigns are launched as per the requirements of partners
Developed and launched bin range identifier system on subscription pages to onboard Banking partners,resulting in saving of USD$ 38,000 per year
Banking partner like HSBC, May Bank etc... helped to mitigate the risk during COVID and contributedwith 1,800 starts in 6 months, which increased revenues by 20% in 2020 and attenuated the risk fromAviation and Hospitality partners
Leadership
Developed an in-house innovator program that created healthy and productivecompetition in the department while teaching the importance of customer service & brand commitment
Coached the supporting Distribution Managers and Customer Service Staffs
Maintained an "open door" policy to encourage employee communications and resolution of issues
Leading team across countries i.e. India, Australia, Hong Kong, America and London ensuring KPI aremet and campaigns are delivered efficiently
Achievements
Achieved 150% growth on partnership acquisition in 2019
SUMMARY
 Acquired May Bank as the first banking partner globally which delivered 12% of starts in 2018
 Onboarded HSBC and Citibank with Bin range capability which translated to 1,000 starts in 2019
 Amalgamated Australia and New Zealand first aviation partners that contributed an average of 35% of
starts through aviation partnership
 De-risked acquisition risk on agents by introducing Digital subscription through direct web subpages
which rescued 4,500 starts globally
 Delivered 220% growth on Global agents in 2020 translating into a revenue of USD 5.5 million

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