Aparna Arun

Business Growth and Market Share Improvement (strategy and execution)

1. Led growth effort for a ~$400 mn (annual top line) cement manufacturer; led to a 40% increase in sales volume in 2 years

• • Defined business and new customer acquisition targets via Micro Market Mapping. Developed customised pitches and on-boarding programs for effective engagement and retention. Rate of net dealer addition increased by 4x YoY

  • Improved Channel Performance by strengthening relationship via dealer profiling, market dynamics-based distribution model, pricing and scheme optimisation to improve dealer profitability; Avg. sales per customer(dealer) increased by 25%

  • Conceptualised a Digitised Sales Ecosystem that streamlined the process of Home Building by bringing together key stakeholders - End Consumer, Architect and Dealer on a single platform. It was lauded for improving brand engagement and for being a first of its kind in the industry

2. Identified Pricing Improvement Opportunities for a leading Indian Healthcare Chain (top line ~$100mn)

• • Recommended revised prices for client offerings based on value-based pricing and competitor benchmarking. (Recommendations led to a $5mn annual growth on a revenue base of $100mn)

Digital Transformation to achieve Business Growth (strategy and execution)

1. Led Digitally enabled Business Transformation across two major infrastructure players with top lines of $1300 mn and ~$400 mn

• • Developed the Sales Control Tower, a digital one stop solution to improve sales visibility and facilitate fact based decision making and performance review of Sales Transformation Initiatives

  • Led development of CRM Platforms (seamlessly connected platform of internal and external stakeholders) by establishing business requirements via multiple stakeholder discussions; was instrumental in addressing business challenges while designing business concept notes

  • Devised a Marketing Activity Planning App that suggested the optimal activity mix – market, customer, activity type and frequency based on outcomes/efficacy of activities in the past

  • Defined the UI for Influencer engagement platforms to enhance sales pipeline and lead quality

Cost Optimisation (strategy and execution)

1. Procurement Transformation – Conducted spend analysis to identify key levers and developed Category wise plans for Pharmaceutical workstream of a global healthcare chain.

   1. • Achieved Savings of $4mn (15% of spend base)

2. Designed Manpower productivity improvement initiatives for multiple FTE categories backed by observations, analytics, and industry practices (~11% productivity improvement achieved)

3. Working Capital Improvement of a leading Indian tile manufacturer –

• • Devised a Dealer Credit Rating Tool to increase objectivity in sales and credit limit decisions

  • Formulated Business Improvement Framework for continuous improvement in debtor quality

Digital Marketing Strategy

• Promoted to lead the Digital Marketing vertical of the firm; formulated organisation digital marketing strategy; spearheaded website revamp and social media management efforts to increase outreach

• Successfully increased inbound website traffic by 16000 returning users, site engagement time by 2.2 minutes, and social media page followers by 99.2%

New Market Entry Strategy

• Devised ‘Pay per Use’ model for portable solar pumps to extend usage to marginal farmer groups

• Model improved irrigation affordability of farmers by 40% and was awarded a USAID grant of $500,000