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Marketing Manager

Wayne, Pennsylvania, United States
October 06, 2016

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Vikram Kapur

*** ****** **** *****, ** ***** 610-***-****


Accomplished Business Technology leader with a history of success with progressive responsibility. 20 years of experience in the areas of Integrated Multi-Channel Marketing, Customer Relationship Management (CRM) and Business Intelligence (BI) Solutions to support Marketing Technology and Business Operations Core Experience Includes:

* Multi-Channel Campaign Management (MCCM) / Integrated Channel Marketing

* Customer Relationship Management (CRM) and Marketing Integration Solutions

* Email Marketing / Digital Marketing / Campaign Measurement & Analytics / Real-Time Decisioning/ Personalization

* Business Intelligence Solutions / Customer Master MDM

* Data Architecture, Integration (ETL) and Management

* Building, developing and leading teams

* Program / Project Management.

* Product Management

* Vendor Relationship Management.

* Pharmaceuticals, eCommerce across multiple industries: FMCG, Retail,, Sports, Entertainment PROFESSIONAL EXPERIENCE

IMS Health – Plymouth Meeting, PA June 2016 – Present Enagagement Manager – Multi-Channel Marketing, Managed Services Role: Strategic Demand Manager at Otsuka Pharmaceuticals, Princeton, NJ

- Understand, anticipate, and influence customer demand for Multichannel Marketing services via business relationship management to optimize resources

- Manage, lead and prioritize efforts in support of MCM projects across all Otsuka brands

- Plan, organize and manage resources to achieve successful completion of specific project goals and objectives.

- Design, structure and deliver clients reports and presentations, including workshop facilitation & chairing meetings

- Build client relationships and identify new business opportunities.

- As interim Digital Manager, managed high level project plans, activities and priorities for the digital operations group.

- Gather Brand requirements and work closely with Tech Delivery organization to estimate & deliver enhancements to Nexxus Marketing Platform, particularly API or ETL integrations.

- Manage the timeline & status reporting on several Work-streams around MDM, Data Quality, Custom built reporting for Otsuka HCP & Patient. Also own Otsuka testing policy and its alignment with Nexxus Product Release testing. AstraZeneca – Wilmington, DE Mar 2013 – June 2016

Senior Consultant (Sr. Manager) – USIS Business Analysis, Marketing

- Engaged with commercial business stakeholders in the Campaign Management & Multi-Channel Capability area to align IT delivery with business strategic needs. Capabilities included integrating promotional channels, supporting brand campaigns & product launches, multichannel mix optimization & analytics.

- Supported data integration, intelligence/next best message, and measurement of consumer and health care professional marketing tactics for 20+ brands across multiple channels (Email, Direct Mail, Websites, Online Advertising, Banner ads, Paid Search, Field Sales (PSS / CSA), Information Center (AZ IC), Inside Sales (PAS), Social Media, Mobile (SMS,MMS), and Partnerships)

- Translated business needs into IT investment business cases. Influenced the prioritization of IT projects, particularly using cost / benefit analysis to proactively manage business demand

- Developed key strategic relationships within AZ (across the diverse global matrix organization). Assisted with the operational and commercial relationship management of third party vendors for Campaign management (Epsilon, Adobe) and internal development & support organizations (Cognizant, Accenture, etc.)

- Led an RFP for selecting a Multi-Channel Relationship Marketing (MCRM) solution that scaled across entire AstraZeneca US and AZ Global regions & markets. Key participant in the selection process for an implementation partner.

- As Product Owner, created & approved User Stories (JIRA) in an Agile environment to transition all Marketing programs from old to new cloud based Marketing Platform.

- Led discussions with business teams to identify functional and technical requirements to build a Marketing Data Repository

(MDR) capability for cross-channel campaign measurement, brand dashboard reporting & analytics, benchmarking & optimization by collecting data from disparate data sources (AZ systems, analytics platforms (Unica Net Insight, Google Analytics, Webtrends), agencies (Cadient, Digitas Health, Epsilon etc)).

- As Technical lead, led the systems integration between Daiichi Sankyo & AZ; and between ZS Pharma (acquired by AZ) & AZ

- Supported multiple data integration projects including Nextgen Data Warehouse (NGW) & Campaign Data Mart Integration; HealthCare Master (HCM) channel integration including end-to-end test planning; Diabetes franchise data transition from BMS/FICO to AZ/Epsilon; Automating transmission of PSS Sales, Digital & Sampling activities to Campaign Datamart; Email append and Email rental from 3rd parties; Building associations between SK & A Pharmacy (HCA) and Pharmacist data.

- Responsible for the Activity Central application, a SOA based exchange mechanism to facilitate consistent activity sharing across multiple customer touchpoints/channels to enable next generation AZ sales & marketing capabilities, pre-call planning efforts, customer service, more targeted campaigns & foundation for cross-channel reporting & insights.

- Contributed to establishment, documentation and maintenance of internal IT processes and AZ quality & compliance standards.

- Liaised between the IT teams, business, and external vendors to agree on user requirement scope and delivery. Worked collaboratively with business customers to effectively communicate impact, cost and benefits of new and changed demands. eBay Enterprise – King of Prussia, PA Mar 2009 – Jan 2013 Sr. Manager - Marketing Systems

eBay Enterprise (formerly GSI Commerce ) provides end-to-end Ecommerce Solutions and Marketing Services to over 500 of the World’s top retailers and brands such as Toys’R’Us, Polo Ralph Lauren, Calvin Klein, Kenneth Cole, NFL, MLB, NHL, Dick's Sporting Goods, Aeropostale, NASCAR, Timberland, Ace, RadioShack, GNC, PBS, ZALES and many more.

- Product line responsibility for all Marketing Integrations for 100+ eBay enterprise clients including data integrations between eBay and Email Marketing providers, Online Marketing Affiliates, Display Advertising providers, Analytics & Customer Retargeting Providers, Multi-Channel Retailers, Vendors and Search/Review organizations, using Data Warehousing & Digital technologies. Also managed the Real time personalization /Cross Sell recommendation platform for 60+ eBay enterprise clients.

- Acted as both, a Product Manager as well as Technical Resource Manager, for the Marketing Integrations area.

- Managed a 15+ person geographically dispersed Product Development & Technical Support team.

- Responsible for software product lifecycles from planning, development to execution, product certification, product roadmap and releases, and technical risk management.

- Executed varied software development processes inclusive of Waterfall, Agile, Scrum, and Iterative development.

- Built and managed a technical team to completely re-design the Email Marketing technical architecture and Online Marketing data feed integration processes using open-source next-generation data warehousing technology for complete portfolio of clients, thereby reducing costs by half a million in ETL Licensing, Servicing costs.

- Accomplished Infor Inbound Marketing CRM (Cross sell Platform) upgrade leveraged by 60+ top retailers and brands, resulting in increased operational efficiencies to scale upto a 50% increase in Q4 Peak Load volumes (From 800 to 1200 events/sec). Also, reduced software licensing costs by $1.0M per year through aggressive risk mitigation strategies.

- As part of IT transformation, formulated clear guidelines for work responsibilities between marketing integration Products team and the Services team. Followed up by leading technical discussions, presentations, knowledge transfer sessions with Products, Services and Production/operations support organization to ensure smooth transitioning of products.

- Took initiative of directly interfacing with various client service, pre-sales teams and clients directly to determine a robust product release roadmap plan. Put together base marketing presentation outlining the key features/product value, competitive market analysis, software product pricing and customization costs.

- Published articles for Product Bill of Materials (BOM) Documentation to meet the Product Certification Standards (product marketing material, customization guide for services, troubleshooting guide and operations run book, release notes, training materials, how-to-guides etc)

- Managed upto 2 Million annual investment budget across Marketing Integration product line. eBay Enterprise/GSI Commerce Inc. – King of Prussia, PA Mar 2006 –Mar 2009 Manager – Email Marketing Systems

- Managed multiple technical teams (ranging from 4 - 15 developers/analysts/tech leads) to successfully deliver numerous projects for over 60 of GSI's global clients to support their marketing strategies and programs using data warehousing technologies.

- Managed relationships with various Email Marketing providers such as Responsys, Exact Target, YesMail, Infor & others.

- Integral to growing the revenues of the Email Practice Group to $32 Million over a period of 1 year.

- Transformed IT structure by re-organizing the resource pool into two separate groups, (Data integration/ ETL architecture group and the Front-end campaign management & marketing applications group), identified and mentored team leads to take on more resource/project management responsibilities in their respective areas.

- Challenged by a global initiative to migrate all 60+ email clients to E-Dialog (new email service provider acquired by GSI) in just 6 short months. Successfully led the technical data integration to accomplish the task through leadership, resource planning, technical expertise and teamwork.

- Prior to e-dialog integration, managed the technical liaison role with Email Service Providers, Clients and Marketing Services to support all email marketing/campaign management programs for 60+ GSI clients. eBay Enterprise/GSI Commerce Inc. – King of Prussia, PA Jan 2003 –Mar 2006 Sr. CRM Solutions Architect

- Effectively contributed to the GSI CRM team to win the Gartner CRM Award of Excellence in 2003 for the E.Piphany CRM software implementation.

- Responsible for overall architecture, implementation, development, daily support and enhancements to enterprise - wide CRM solutions using Epiphany marketing Analytics platform / campaign management for Email (CME) / Interaction Advisor recommendation models to support the marketing initiatives for GSI partners.

- Led development and implementation of tools and technologies to support effective campaign analytics, data mining, modeling and profiling to turn disparate points of data into information and actionable metrics. Hewlett- Packard – Houston, TX Dec 2001 – Jan 2003 Sr. Consultant – BI / CRM

- Built, supported and enhanced a CRM solution for the Compaq service centers by integrating the Epiphany IP (Call center service application) implementation with Epiphany AP (reporting and analytics system) using EICC (Enterprise insight for contact centers) to support analytics on call center activities and provide valuable metrics for business analysis.

- Responsible for overall architecture, development and enhancement of the Analytics and Reporting platform and integration with Interaction Advisor (IA)/Real-time personalization platform. Sears, Roebuck and Co. – Hoffman Estates, IL July 2001 – Dec 2001 Sr. Consultant – BI / CRM

- Determined and developed technical strategies and solutions for the email marketing systems, a key component of Sears online marketing strategy, to grow its customer base and drive sales.

- Architected, implemented and customized E.Piphany CRM Software (E5) Solutions involving Analytic Platform (AP), Campaign management (CM), Real-Time Personalization Platform (RP) and integrated with the enterprise customer data warehouse Teradata platform and the Broadvision web site tool

- Integrated RP Data Sources, set up and integrated COM interfaces to the Personalization Server and developed Campaigns using RP workshop.

- Mentored Sears associates on development of E.Piphany reporting, web pages, efficient ETL process, and campaign management.

Braun Consulting – Chicago, IL Sep 2000 – July 2001 Consultant – Business Intelligence

Client: American Greetings, Cleveland, OH

- Built a CRM solution by developing an enterprise reporting/business intelligence and data warehousing environment to support marketing initiatives across several key functional areas.

- Architected and implemented E.Piphany E5 CRM integrated solution to provide reporting and analysis of enterprise wide data, list management and campaign management.

- Led the design and development of ETL processes for integrating customers from multiple sources, cleansing the data, and moving the data into E.piphany datamart.

Krumm and Associates – Chicago, IL Nov 1999 – Sep 2000 Programmer / Analyst

Client: Discover Card Services, IL

- Developed and maintained SAS/C/UNIX based applications using econometric models and time series forecasting models to support on-going research and promotional activities of corporate clients.

- Used C/UNIX code and SAS under Sun SOLARIS to access and maintain very large databases across a Local Area Network.

- Performed data aggregation, data conversion, generation of reports, quality control and testing.

- Part of a project team of eleven members, comprising of client support personnel, statisticians and programmer/analysts. United Infotech – Walnut Creek, CA May 1999 –Nov 1999 Programmer Analyst

Client: Scan Centers of America, CA

- Designed and developed the MAP System which enables monitoring of an order through the three departments of Marketing, Accounts and Production.

TGK (India) Ltd. – India Aug 1998 – May 1999

Indo-Japanese joint venture for software development Software Executive

- Implemented the Financial Accounting System (FAS) module of the Integrated System Application Package (ISAP), which is an ERP product designed and developed to provide enterprise wide availability of information across various functional areas of accounts, materials, sales and marketing

Genesis Consultants Sep 1996 – Aug 1998

Software Engineer

- Responsibilities included analysis, design, coding, testing and implementation of Business Applications using Oracle 7.x/Developer 2000 (Forms and Reports)/Visual Basic

- Participated in database design including ERD (Entity relationship diagramming), FHD (Function Hierarchy Diagramming) and creation of database schema.

- Interfaced with user groups to evaluate software specifications. Developed user interfaces using forms as data-entry ports. EDUCATION

National Institute of Technology - Hamirpur, India 1996 Bachelor of Engineering.

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