Arif Y. Ali

**** ********** ****, ******** ****, MD, 21043

ad4b7w@r.postjobfree.com

443-***-****

Veteran Brand Marketing and Entrepreneurial Professional: Building enduring brands, crafting corporate reputations, scaling business categories As a seasoned marketing professional, I bring extensive experience in media, telecommunications, and entrepreneurship. I am a thought leader with deep immersive experience in building new industry categories, scaling nascent markets, and specializing in subscription or SaaS-based businesses. I excel in developing innovative products and services based on user insights. I thrive in fostering positive team dynamics, cultivating cross- organizational partnerships, and collaborating with CEOs/Board Chairmen to craft corporate reputations. My leadership extends to the highest levels of management, where I've been involved in strategic decision-making impacting all aspects of business operations. Strategic Core Competencies:

• Global Positioning of Technology Brands & Full Stack Strategic Brand Architecture

• Building new and nascent categories at population scale

• Expertise in Subscription Revenue Business or SaaS

• Immersive understanding of consumer perception, cognitive insights and behavior change frameworks

• Metric-driven decision-making leveraging behavioral science and actionable user based research insights

• Full funnel experience from brand saliency to user acquisition, retention, CLTV/ARPU analysis

• Cross Company Collaboration

• Reputation Management

• Crisis Management

Career Highlights

• Spearheaded the category development of mobile telephony with a pioneering Indian Company, scaling the wireless telecommunications subscriber base to over 3 million+

• Mentored, consulted and invested in startups, achieving a valuation north of $25 MN for an AI Fintech startup

• Successfully built new consumer D2C categories in wireless telecommunication and frozen ready-to-eat chicken snacks

• Developed and executed population-scale programs addressing national nutrition challenge for the enhancement of consumption of eggs ( ~18/per capita to ~24/per capita: aggregate demand up ~30%)1-NECC and behavioral change for HIV/AIDS prevention amongst adult population: dramatic reduction in incidence rate: from ~32 to

~52-TN per 100,000

• As a Founder of a streaming video OTT platform to serve English speaking audience in India, attracted funding interest from a Hollywood studio and Silicon Valley VC

• Consulted with a Video Search Engine Company, leading the engagement with Vodafone for integrating the search engine with the cellular network operator’s OTT platform

Work Experience

• OneChannel Media. Founder: Current

Assisting large and medium sized content companies in monetizing their content across streaming video, telecommunications and Pay TV companies across the globe: E.g. Disney-HotStar, Warner Bros. Discovery, DAZN, Singtel, RedArrow Studios ( Germany)

& more

Founder of a startup in the electric vehicle eco-system (in stealth mode)

• Loop Mobile (BPL Mobile), Mumbai, India (1998-2013): Vice-President, I led the marketing, brand management, communications and corporate affairs, spearheading transformative initiatives: building an iconic wireless mobile brand, refreshing the brand and finally, launching a new brand (Loop Mobile)

• DDB Mudra Advertising (1994 -1998): Account Director & Business Leader for launching laundry (Henko) and toiletry brands (Fa) of Henkel, Germany and executing mission-driven projects

• J. Walter Thompson Advertising (1991-1994) Account Supervisor, I led brand marketing for leading consumer and industrial brands and launched a domestic airline brand

• LINTAS India Advertising (1990-1991):Senior Account Executive, I managed the Whirlpool Appliances business

• Enterprise Bates Advertising (1987-1989): Account Executive, I led the award-winning team for creating a new category for frozen ready-to-eat-chicken snacks, built the iconic Charms lifestyle brand and lead managed the national nutritional campaign for increasing egg consumption

• Incentive-Market Movers Advertising (1985-1987): Marketed Peugeot Motorcycles and Bombay’s leading retail supermarket

Strategic Skill Sets

• Growth-oriented strategic marketing and brand planning management

• Leadership development and team building

• Brand Architecture frameworks and brand positioning concepts

• Creative problem solving and ideation skills

• Managing multiple stakeholders

• Execution of multi-million dollar $ campaigns efficiently and on-budget

• Driving consumer research to monitor brand and customer metrics Education

• 1-Year Internship with a leading Advertising agency: ULKA FCB in Mumbai, India

• Post-Graduate in Marketing and Advertising from Bombay University’s St. Xavier’s College, Mumbai, India

• Bachelor of Arts with Economics honors from Mumbai University’s The Elphinstone College, Mumbai, India

• Indian School Certificate, 12 years secondary education from The Council for the Indian School Certificate Examinations (CISCE), New Delhi Languages learnt:

• English, Hindi, French

Nationality

• US Citizen

Appendix:

1-NECC: https://frontline.thehindu.com/other/advertorial/article30216051.ece 2-TN: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10227429/

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