Vidhya Iyer
Summary
Dynamic leader with 12+ years of experience and proven track record of excelling in Digital Marketing. Expert in digital transformation and consumer retention, leveraging skills in Salesforce and Scrum. Known for driving significant CLV improvements and orchestrating seamless consumer experiences. Demonstrates exceptional commercial acumen and team collaboration. Diligent professional with many years of experience maintaining seamless business operations.
High level of technical and business facing experience across different industries and consulting.
Overview
11
11
years of professional experience
1
1
Certification
Work History
Global Head of CRM & Loyalty
British American Tobacco
United Kingdom
08.2023 - Current
- Promoted to have a global scope within the business driving CRM & Loyalty for 50+ BAT markets situated across 7 geographies
- Building high performing CRM & Loyalty team with strong product management and innovation mindset closely collaborating with business, finance, Legal, Product and pipeline stakeholders across different seniority levels
- Deliver personalization, Segmentation, Audience modelling, Churn prevention and Reactivation strategies for BAT
- Scope of this role includes – CRM, CXM (Consumer Experience and sentiment management) Consumer Care (Call center mgmt.,), Loyalty Program and Connected Devices (App management)
- Strong commercial acumen and responsible for delivering BAT’s retention targets across all geographies
Head of CRM, Central Europe
British American Tobacco
Germany
09.2021 - 07.2023
- Lead the CRM Team consisting of executive and managers to deliver the retention targets for Central Europe
- Promoted to have a wider business scope consisting of 7 BAT markets across Central Europe for 5 BAT’s brands
- Responsible for increasing CLV and NPS of retained consumers and driving consumer loyalty via loyalty programs within the German Market
- Owners of end to end Consumer journey and responsible for orchestrating seamless CX
Digital Marketing Product Manager
British American Tobacco
Germany
04.2021 - 08.2021
- Lead the Digital Product Team consisting of analysts, product Owner and Business analysts within the German digital Consumer experience team
- Responsible for delivering the product roadmap for Digital Marketing including Paid Media & Social Media including budget management and delivering the roadmap OTIF
- Met and exceeding awareness targets for BAT’s 5 Brands in the German Market
- Responsible for change management and education of senior stakeholders on Digital Marketing
Product Manager - Marketing Automation & CRM
Nestle Global Services
Barcelona
11.2019 - 03.2021
- Owning and delivering the CRM and Marketing automation product against Nestle’s global Digital agenda with focus on driving D2C consumer retention
- Gained experience on CDP and end to end CX tech suite of products that deliver and integrated consumer experience to Nestle’s consumers
- Responsible for creation and delivery of Personalization blueprint, Segmentation and audience targeting strategy in collaboration with other product teams and heads of functions
Client Services Lead Team Lead Lifesciences & CPG
Accenture Innovation Hub
Bangalore
12.2018 - 08.2019
- Responsible for presenting Accenture Innovative solutions to external clients via creative storytelling, Presentations infront of CXO and senior audience with Impact and gravitas
- Meeting and exceeding sales targets within CPG and Lifescience portfolio of clients together with wider client sales team
- Team player and leader delivering successful pitches and generating learnings with fail fast mindset
Senior Management Consultant
Accenture Delivery Center
Singapore
07.2016 - 12.2018
- Responsibilities include CRM and digital marketing strategy for a top automotive client based in Singapore
- I was responsible for delivering the digital strategy and roadmap for to deliver the clients’ Paid Media, CRM and Ecommerce targets
- I was also the scrum Master and product Owner of the project managing the product prioritization process and facilitating all scrum ceremonies for the client
- Delivered the product Roadmap OTIF and won Accenture’s Ace Award for client delivery excellence
Management Consultant
Accenture
Bangalore
07.2014 - 06.2016
- Core responsibilities include change management and driving digital transformation as the lead management consultant on a large pharma project gathering client requirements and translating them to user/technical and functional requirements towards the product Team
- I was promoted to receive a larger scope of delivery and deployed at the client site for my next role
Education
Masters - business administration, Marketing
University of Pune
Bachelor’s - science, Biotechnology
Skills
- Global Head of CRM
- CRM Product Owner
- Global Product Manager
- Digital Transformation Techno-functional Consultant
- Salesforce Sales
- Salesforce Service Cloud
- Salesforce Marketing Cloud
- HubSpot
- Magento
- Shopify
- Adobe Experience Manager
- Scrum Certified Product Owner
- Prince 2 certified Project Manager
- Proficient in Salesforce Sales, Service, Marketing cloud certified
Certification
- Prince 2 certified Project Manager
- Salesforce certified email specialist
- Salesforce certified admin
Workingrights
I am able to work anywhere in Europe without having the need to apply for a visa as a spouse of a European citizen.
Languages
- English
- Spanish
- German (B1)
- Hindi
- Tamil
Industrybackground
Commenced career as a management consultant and transitioned into strategy & Product roles for top FMCG companies. My most role being Head of Digital Products (CRM) within the CX & Product Team.
Technologyexpertise
- Salesforce Sales, Service & Marketing Cloud
- HubSpot (CRM & Marketing Automation)
- Magento & Shopify (Ecommerce)
- Adobe Experience Manager
- Scrum Certified Product Owner (CSPO)
- Prince 2 certified Project Manager
Languages
English
First Language
Spanish
Upper Intermediate (B2)
B2
Hindi
Proficient (C2)
C2
Tamil
Upper Intermediate (B2)
B2
German
Intermediate (B1)
B1
Accomplishments
- Lived and worked in 5 countries i.e India, Singapore, Spain, Germany and United Kingdom with high level of intercultural and language expertise. Well versed with deep understanding of working with different cultures across the globe.
References
References available upon request.
Timeline
Global Head of CRM & Loyalty
British American Tobacco
08.2023 - Current
Head of CRM, Central Europe
British American Tobacco
09.2021 - 07.2023
Digital Marketing Product Manager
British American Tobacco
04.2021 - 08.2021
Product Manager - Marketing Automation & CRM
Nestle Global Services
11.2019 - 03.2021
Client Services Lead Team Lead Lifesciences & CPG
Accenture Innovation Hub
12.2018 - 08.2019
Senior Management Consultant
Accenture Delivery Center
07.2016 - 12.2018
Management Consultant
Accenture
07.2014 - 06.2016
Masters - business administration, Marketing
University of Pune
Bachelor’s - science, Biotechnology
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