Digital Marketing Manager

Seasoned management professional – ** Plus years of progressive, delivery focused management experience at premier Life Sciences, Manufacturing and Travel and Transportation institutions - (Airlines, Hotel and Car (B2B and B2C channels) namely AvisBudget Group, Cendant Hotels, RCI, SITA, Galileo (Now Travelport), Affinion Group.

Ability to manage the top- Deep Experience in working with CXO/senior management roles with internal and client organization.

Comprehensive technology & service delivery experience – 1. Leadership - experienced in vision, strategy and execution disciplines required for successful transformation. Built and managed teams (60+) in multi-cultural, on-site and off-site delivery models in USA and UK geographies. 2. Program / Project management – experienced in program management office (PMO). 3. Vendor management – managed procurements, contracts and vendors. 4. Product and Release Management- Develop requirements and propose release approaches to production. 5. Development management - managed software development life cycle (SDLC), application life cycle (ALM), IT infrastructure and customer support for applications developed in J2EE, Digital (Internet, Mobile, Tablet), e-Commerce, m-commerce technologies and cloud technologies. 6. Application development - designed and developed high volume, SLA driven, SOA based J2EE services for internal / external integration. 6. 7. Transformation Delivery- Managed complex initiatives within Wipro which involved multiple Service Lines/practices with remote/distributed teams. 8. Business Analysis and Product Management- Rich experience in Business analysis, System design and product management.

Program management office (PMO) - 1. Managed business and technology programs ($10M) in both waterfall and agile methodologies. 2. Implemented compliance (Security/PCI, SOX,) and enterprise data management (EDM) initiatives in business units. 3. Experienced in establishing PMO organization, governance, project metrics and status reporting frameworks. 4. Implemented Platform and Release Governance processes for all IT releases at Avis Budget Group

Presales and Sales Support- Managed multiple bids and participated in orals for multiple pitches primarily on Design Thinking led and transformation programs during my current engagement with Wipro.

Strong business, technical and operational knowledge of IT systems - 1. Ecommerce Applications – ecommerce (desktop/mobile/tablet) and m-commerce, Prepay/Digital Wallet, Content Management (Teamsite and Adobe Experience Manager), CRM (Personalization, Segmentation and Targeting), Site Analytics and Affiliate Marketing 2. Business Analysis and problem Solving –Exposure to IT Consulting/Strategy, Gap Analysis and Requirement Gathering/Facilitation techniques

Extensive stakeholder management experience – Clients Becton Dickinson, Ascensia Diabetes Care, Chemours, AvisBudget Group (US/CA, AU and NZ Business Groups), SITA, Galileo (Travelport, Affinion Group, RCI UK, Vendors (FROM, Magic and Logic, House of Kaizen, Mediaplex, Bounce exchange, Optimost, Adobe, Mediative, Big Leap, Octopus Travel, Google, Salesforce Magnet 360, Cognizant, Tata Consultancy Services, IQuanti, Firstsource, Xumak, IBM, Object Business Solutions).

Professional philosophy – Process oriented, Insights/result driven and customer focused individual adept at playing multiple and often overlapping roles for the overall program success.

M.B.A in Finance & Marketing – Symbiosis Institute of Management, India, 2002-2004.

Certifications- Adobe Business practitioner (AEM 6.0), Certified RPA programmer Manager, SAFE 4.0 Certified Scrum Master and Diploma in Digital Marketing- 2016- Shaw Academy (NCFE Level 4 Accreditation)

Master of Economics- Pune University, India, 2002-2004

Large IT Services Company– Transformation Director, (Ascensia Diabetes Care, NJ) Jan 2020 – Till Date

Build next generation App for Diabetes patients using latest Mobile and MS-Azure Cloud technologies. Implement Ascensia’s vision to launch next generation product(s)- Continuous Glucose and Blood Glucose Monitoring Apps hosted on MS-Azure. Project involves working with Wipro teams (App and Cloud), UX/UI Development and cross functional teams in Ascensia to deliver a generic architecture which makes it easier to integrate partners and supports future product development.

Responsibilities: Program Management, technical product owner. Delivery Management, Stakeholder management (Client/Partner/Cross functional teams), estimations and Roadmap Planning and define Implementation/Release Strategy

Lead cross functional teams to implement initiatives to create next generation experiential App

Conduct sprint retrospective and sprint planning meetings to define sprint scope

Liaise with external groups (Security, regulatory and global product teams

Plan program increments and phases for software delivery

Maintain program plan and track progress

Report program status to IT and business stakeholders

Program governance, KPI (Agile Metrics) and executive status reporting

Manage financials and changes through execution phase

Identify Solutions for key business requirements

Coordinate the User acceptance cycle for Mobile and web changes on the platform

Plan product demo’s to showcase Sprint achievements to the Business and IT stakeholders

Drive technical excellence and depth through Mastery framework

Played a technical product owner role and defined user stories for Mobile Middleware team

Support Digital Practice Sales pitches and present the digital solution/model to potential customers

Technical Stack

iOS and Android Apps

Kotlin and Swiftlint

Post gres SQL

MS Azure

API’s

C# and .net

Azure Devops- Devops and Sprint Planning/execution

Large IT Services Company– Transformation Director, (Becton Dickingson, NJ) Mar 2019 –Dec 2019

Improve customer experience and operational efficiency by orchestrating an integrated process flow for managing customer master data. Process enabled the “One Customer Concept” and included the process of creating commercial and transactional accounts by unifying various Becton Dickinson stystems

Responsibilities: Program Management, Delivery Management, Stakeholder management (Client/Partner/Cross functional teams), estimations and Roadmap Planning and defining Implementation/Release Strategy

Lead cross functional teams

Conduct sprint retrospective and sprint planning meetings to define sprint scope

Coordinate with various Becton Dickinson units and other IT partners to develop program plan and weekly reporting

Plan program increments and phases for software delivery

Maintain program plan and track progress

Manage financials and changes through execution phase

Facilitate resolutions for key issues/challenges during program execution

Coordinate the User acceptance cycle

Partner with business to drive process simplification during design workshops

Plan product demo to showcase Sprint achievements to the Business and IT stakeholders

Drive technical excellence and depth through Mastery framework

Support Digital Practice Sales pitches and present the digital solution/model to potential customers

Technical Stack

SAP

Reltio MDM

Salesforce Integration

Mulesoft

iBPS (Intelligent Business Process Solutions- BPM Product)

Data Lake

OCAPI Integration

Mindtree, Parsippany NJ- Senior Program Manager (Client Avis Budget) Jan 2015 – Dec 2018

Digital Revenue Optimization (New Platform)– Sr. Technology Program Manager for a large Digital transformation initiative

Program Highlights

Technical Stack

Adobe Experience Manager (AEM) 6.1

CSS3, Bootstrap, HTML5, Angular 1.x, JQUERY

Java/J2EE 1.8, Spring 4.x

Oracle Iplanet Web server 7.x, Oracle RDBMS 11G, Coherence cache, Weblogic (12.x), Hibernate

Easy Rules (Rule Engine)

SVN, Jenkins

Restful API’s

Enterprise services

Optimost. Exact Target

Google Analytics, Google Tag Manager, Opinion Lab and Bounce Exchange

Program Recognition

-(Mindtree and AvisBudget jointly won the Best Omni channel experience award in Business experience management- Adobe 2018 Summit)

- Finished the program with >5% positive variance

Managed $10M New Digital Revenue platform rewrite initiative to reduce maintenance cost and improve digital conversions by designing a responsive site serving desktop/Tablet and Mobile users built using Adobe Experience Manager 6.1. The implementation covers 6 Avis Budget properties (Avis Budget, Payless, Direct connect and Avis and Budget Truck Properties) in four languages (EN, ES, FR and PT) with an ability for digital marketing to use MSM (Multi Site Manager) and MCM (Marketing Campaign Manager) for Personalization, Segmentation and targeting. The end to end solution has cross functional impact on US/CA/AU and NZ Geographies and will become the Global platform for all Avis Budget Car and Truck Rental digital properties.

Responsibilities: Program / Project management, Stakeholder management (Client/Partner/Vendors)

Provided inputs to Digital Marketing towards business case for the program

Completed program sizing ($10M, 40Khours, 75+ team, 6 Scrum teams), procured funding. Created various program / project artifacts (workbook, benefits realization plan, procurement management plan, program / project release roadmap, kick off and release calendars

Engaged required stake holders from 4 business units, 9 solution partners, 3 resource vendors. Defined roles and responsibilities matrix. Established program decision / execution steering committee involving both business and IT partners.

Established program governance, KPI (business and IT), executive status reporting, and metrics in line to ABG PMO/Digital Marketing standards

Managing an onsite AEM and UI Scrum team (Team Members 15+)

Defined, application co-existence/Rollout/Content migration and tagging strategy

Managed program Budgets and change requests through formal change request process during the application development

Identify Solutions for key business requirements along with the Business Analysts and business stakeholders.

Introduced SCRUM process in software development and project management disciplines. Trained requirements, development, testing teams. Established Team communication, roles and responsibility and Scrum and Scrum calls

Implement Amex, MasterPass, Visa, PayPal, ApplePay Digital Wallet Services at Avis Budget Group using Paas (Payment as a Service) Industry standard

Simplified profile management for Avis and Budget users (50% increase in Preferred profile registrations Y-O-Y for the premier brand)

Migrated the Corporate admiration/Cobranded corporate pages into Adobe experience Managers

Conducted AEM audit to optimize author experience and defined prioritized roadmap

Mindtree, Parsippany NJ, USA- Program Manager (Client- Avis Budget) Mar 2013 – Dec 2014

Strategic Initiatives – Program Manger

As a consultant at AvisBudget Group I played the role of a program manager and delivered the following strategic programs.

Dot.com Conversion Optimization (2 Million USD, 20+ Member team)- Based on a Focused group study, implemented key website enhancements/improvements (Product Presentation, Error Treatment, Location Issues and Location Suggestion enhancements) to increase the step conversion and overall conversion on Avis and Budget sites. This implementation led to an incremental 22 Million Dollars

Reservation to Rental price Consistency (5 Million USD, 35+ Member Team)- Improved Customer Service by displaying consistent prices across reservation and rental channels (Avis Budget Group improved their ranking in J.D Power Survey). The initiative involved multiple ABG groups (Res, Rental, Customer Data Base, Data Warehouse, Back office and Accounting)

Paylesscar.com on Wizard (20 Member team, 750K USD):-Redesigned Paylesscar.com and integrated with ABG Res and Rental systems. Project involved co-ordination with other ABG groups (Data Warehouse, Kiosk, Res, Rental, back office, account and Location). This initiative was the fastest onboarding and integration of a car rental acquisition by ABG

SEO Optimization of Avis and Budget Location Pages (500K, 10 Member Team):-Improved SEO performance of ABG’s Location Pages (Initiative resulted in highest ever organic traffic growth for Avis and Budget properties).Implementation required deep collaboration with SEO agency (Mediative) throughout the project

Google Tag Manager/Google Analytics Implementation (250K, 10 Member Team):-Implemented Google Tag Manager and Google Analytics. Implemented 70 Custom Variables/Dimensions for advanced data collection and tagging across m.avis.com and m.budget.com, Mobile Apps and Avis and Budget.com

Campaign Management (1 Million USD, 7 Member Team):- Bolstered the Targeting capability by integrating with IBM’s UNICA tool to segment and create specific offers. Allant was the external vendor to support this implementation. Unica is currently used to segment the users, create the offer and serve offers to specific customers depending on their segment type

Prepay product on EMEA, AU and NZ Country Sites (2 Million USD, 15 Member Team): Successfully rolled out Prepay product for EMEA, Avis.com.au and co.nz websites. The implementation enabled EMEA, AU and NZ customers to select prepay product during their reservation lifecycle.

Small Business Modernization (1 Million USD): Digitize the Coupon Processing and present corporate award and redemption online to Avis and Budget Small Business users. Project involved working with cross functional teams (Customer Data Hub, Customer Database, Digital team, Loyalty Business, Salesforce and customer service groups)

Responsibilities: Program / Project management, Application lifecycle management (ALM), Stakeholder management (Client/Partner/Vendor), Process improvements.

Successfully completed programs in 2013-2014 within 5% budget variance.

Managed programs / projects per ABG PMO guidelines. Established programs / projects in ABG’s Clarity system. Managed various PMO artifacts (work book, business proposal, SOW, request change notification, road map, program/project management plan, WBS, schedule, benefit realization plan, risk register, capacity plan, Phase/Toll gate plan etc). Provided weekly status reports, score cards to senior management from Citi and BFS.

Resolved 10 process gaps as per Deloitte & Touche Audit within 6 months in program/ project management, software development, quality control and application lifecycle management (ALM) disciplines.

Defined release road maps, infrastructure road maps for 4 production environments for each strategic initiative. Managed program release calendars for ABG/ partner / vendor releases, agency adoption, business continuity & disaster recovery drills, peak volume tests.

Performed APPSCAN and Penetration (Application and Infrastructure) for releases and received approvals from ABG PMO and Infosec groups on time for each application.

Managed various stakeholders - clients (ABG IT and Digital Marketing, M/F groups) and vendors (Magic and Logic, IBM, TCS, Cognizant, Round Arch Isobar and Mediative).

Managed resource allocation, project assignment for 30+ onsite / off-shore resources (Peak team) consisting of requirements, development, configuration management, quality assurance and production support teams.

Technical Stack

Teamsite CMS, Mediabin, Thymleaf

CSS3,HTML,Javscript/JQuery, Anuglar JS

Java/J2EE 1.8, Spring 4.x

Oracle Iplanet Web server 7.x, Oracle RDBMS 11G, Coherence cache, Weblogic (12.x)

Ilog (Rule Engine)

SVN, Jenkins

Optimost, Mediaplex

services, Hibernate

Adobe Site Catalyst

IBM Unica, Salesforce CRM, Customer Data Hub (MDMS), Backend (Reservation, Profile and Rental systems)

Highlights

Improved 1.7% lift from core to non core as well as 0.5% lift in conversion on Budget.com (Dot.com conversion optimization)

ABG saved 150K per Annum during transition to Google Analytics

Small Business generated 1 Million USD additional incremental revenue

Mindtree, Parsippany USA- Program Manager Client (Avis Budget) Mar 2012 –March 2013

Tactical Initiatives – Program Manager

Managed monthly tactical release at AvisBudget group ($1.5 Billion Online Revenue channel). Tactical releases are small 20k-99 K maintenance releases/investments to keep the brand competitive. The scope mix consisted of defect fixes and minor website enhancements. As a Tactical Program Manager, following is an implementations summary:-

Digital marketing initiative to promote Cool Cars (Signature Series) during the reservation process. Cool cars contributed 45% to ABG revenues in 2015.

Add Social focus to websites (Addition of Social icons, FB, Twitter, Pinterest, Youtube and Linkedin), CRM Campaigns to target Loyal customers with specific Offers, Personalization and geo targeting, SEO friendly Footer to promote organic search, Multi variate (A/B Tests) and Affiliate Marketing Tagging.

Responsibilities: Program / Project management, Partner / Vendor Integration testing, development management.

Set up procedures, standards and paved a way to subsequent migration / new implementation efforts.

Established PMO, governance, progress tracking and status reporting frameworks.

Instituted a process to capture issues and within a year delivered 40% more requirements / enhancements with 100% compliance to delivery plan and increased team productivity by 30%

Revamped the status reports by introducing dash boards and key metrics.

Managed the external integration testing for other ABG groups

Lead a team of 12-15 people consisting of resources working in USA, Canada, UK and India.

Mindtree, London, UK- Client SITA Oct 2008 –Mar 2012

Airline Passenger Service Solution – Project Manager/Senior Business Analyst

SITA decided to rewrite its Legacy Passenger Service system (Gabriel) using Open technologies and SOA driven architecture. It was a 5 year ($ 155 Million) Agile delivery program. I played a role as a business analyst/Project Manager during my stint at SITA (Client).

SITA Subscriber Admin/Identity-Project Manager/Lead Analyst Jan 2011 – Feb 2012

SITA Subscriber Management defines the onboarding process of a Subscriber on the new platform. Identity Access management enforces the security policies to create users/groups and access privileges.

Responsibilities: Project management, team management, Business Analysis, Issue resolution

Led application development in progressive roles (Business Analyst, technical project manager)

Managed application life cycle (ALM), audit/regulatory/SITA Security compliances (IATA Resolutions)

Worked constantly with various stakeholders (Product Owners, SME’s, operations, program management, infrastructure, QA, IT infrastructure teams) and paved way to successful releases.

Managed a team of 4 onsite/20 offshore resources through regular development and maintenance activities. Improved team performance & output through a continuous motivation and recognition process.

Analyzed the business requirements and documented the functional specifications for Subscriber and Identity Management

Documented the Business rules in SITA’s Business definition documents and established traceability of business features with requirements

Aligned requirements with SITA's business processes and strategies and assisted Product Management team to prioritize requirements

Introduced Scrum methodology

SITA Marketplace – Lead Analyst/Project Manager Jul 2010 –Dec 2010

The goal of SITA market place was to integrate with third party ancillaries using vendor API’s and offer these products post successful reservation confirmation

Responsibilities: Project management, team management, Business Analysis

Defined the requirements to integrate with ancillaries (Hotel, Car) in the airline res process using Octopus travel’s API

Conducted a gap analysis between SITA requirements and potential vendors (Expedia, Octopus Travel) using their API’s

Managed and planned resource allocations to complete the definition exercise

Coordinated with partners to resolve outstanding issues

Collaborated with the product owner to define and review product requirements

Next Generation GUI – Project Manager/Analyst Oct 2008 – June 2010

SITA’s Next Generation GUI replaced its HRDT (Horizon Reservation Desktop), with the primary objective to make the user interface agent friendly and assist them to complete faster res functions

Responsibilities: Project management, team management, Business Analysis

Led GUI application development in progressive roles (Business Analyst, technical project manager) .Received A+ application rating in customer satisfaction, performance and support.

Managed application life cycle (ALM), audit/regulatory compliances (IATA Resolutions)

Worked constantly with various stakeholders (Product Owners, SME’s, operations, program management, infrastructure, QA, IT infrastructure teams) and paved way to successful releases.

Incorporated enterprise level best practices and processes to enhance development, deployment, release management, maintenance activities.

Managed a team of 6 onsite/15 offshore resources through regular development and maintenance activities. Improved team performance & output through a continuous motivation and recognition process.

Analyzed the business requirements and documented the functional specifications for Front end reservation, Fares and Ticketing

Documented the Business rules in SITA’s Business definition documents and established traceability of business features with requirements

Aligned requirements with SITA's business processes and strategies and assisted Product Management team to prioritize requirements

Introduced Scrum methodology

Deloitte India- Manager Strategy and Ops Nov 2007 –Oct 2008

Reporting to the Deloitte India CEO, I was a member of Program Management Office (PMO). The PMO is responsible for supporting the post-merger integration and transformation of legacy professional services firms in to a single entity under the Deloitte brand

Responsibilities: Project Management, Analysis and Reporting

Worked with the Senior Management team to articulate the firms' business strategy and identified set of strategic initiatives to guide the transformation process

Set up a formal management structure to monitor the transformation initiatives - including change management considerations

Analyzed the consolidated client portfolio with an objective of stratifying the portfolio; exiting non-strategic clients; increasing recovered rates

Prepared a road map for consolidation of office infrastructure in key geographies and program managed the real-estate relocation for key functions and locations

Defined the HR SOP (Standard Operating Procedures) for “Payroll” and “Recruitment and Selection”

Mindtree, Bangalore/US/UK Jun 2004 –Nov 2007

Played senior business analyst role and executed multiple programs (Avis redesign, enterprise content management, Profile rewrite and tactical releases)

Responsibilities: Business Analysis, team management

Documented site wide requirements and business rules (Reservations, Profile, Locations, SEO and Locations Search and Rental)

Captured the digital asset management requirements (Teamsite and Mediabin)

Worked closely with digital agency (Roundarch isobar and business stakeholders) to define the User interface

Single point of contact for requirement clarifications from agencies/external partners

Used interface specs, prototypes and flowcharts to ramp up the offshore team

Reviewed the documents with onsite business stakeholder

Simplified profile registration and executed enterprise content management initiative to improve call center response times and ensure consistency and uniformity of information across the enterprise

Call Center Consulting and Training Solution & Trisoft Systems- Web Developer Jan 1999 –Feb 2002

Corporate website Maintenance and Development – Web developer

Responsibilities: Web Design/Development

Design and develop the corporate website

Work with Visual/UX lead to develop web pages

Resolve customer website issues

Personal Details

Eligibility to Work in US

YES

Need Work Authorization in Future

NO (Green Card Holder)

Job Interests

Director/Digital Portfolio Management/Agile Transformation/Program Management and IT consulting in a fast paced environment

Availability for new Job

2-3 Weeks post confirmation

Sanjeev Rawat Transformation Director

299, English Ct, Bridgewater 08807, Mobile Ph- 973-***-****

PROFESSIONAL SUMMARY

PROFESSIONAL EXPERIENCE

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