Marketing Analyst
Resume:
SHIVANI RAWAT
**********@*****.***
US Visa status- H1B
SUMMARY
Marketing MBA from Indian Institue of Foreign Trade, graduate in Information Technology, four years of experience in IT as Software Engineer with IBM India Pvt. Ltd and Business Analyst/ Consultant- Retail with TCS Retail domain.
Passionate for Retail and adept at understanding the technology disruption and conceptualizing and implementing innovative solution in dynamic and complex scenarios. Thorough, detail and process oriented. Excellent interpersonal skills at stakeholder management . Exposure to Customer Loyalty, eCommerce, Mobility and Multichannel. Continuous learner and ideator for Multichannel retail.
EDUCATION
MBA, International Business (2008-10) Indian Institute of ForeignTrade
India • Specialization in Marketing
Bachelor of Technology
(2002-06) MBM Engineering College, Jodhpur, Raj.
India • Stream- Information Technology
H.S.C.
(2002) Hind Zinc School Sen. Sec. School,Chittorgarh
India • Secured 49th rank in North India
S.S.C
(2000) Central Academy Sen. Sec. School, Chittorgarh
India • Secured 6th rank in the district
• Secured 56th rank in state
PROFESSIONAL EXPERIENCE 45 Months
Tata Consultancy Services (Retail ISU) (June 2010- Till Date) Business Analyst /Functional Consultant
Roles and Responsibilities Domain– Loyalty, eCommerce and Multichannel
o Consulting
o Business Analysis in Agile and Waterfall models
o Requirement Analysis, Use case preparation and Scoping
o Product Implementation
Product Management- The Loyalty Management Product, TCS Rewardz and Mobility Solution
o Sales Proposition and Road map definition
o Consultant and Business Analyst for functional design and implementation
o Created and delivered Product Demo/Presentation for prospects and Events
TCS Retail Products Marketing and Pre-Sales
o Devising Go-to-Market strategy for TCS Retail products in Nordic, UK and Europe
o Managing Online marketing campaign for products
o Creation of Marketing content and collaterals
o Devising Marketing plan across channels- Events, analyst Interactions, Client Workshops
o Prospect Profiling
o Account Mining
o Deep dive and analyze various Industry Operating models, trends and challenges
o Align the Trends and Challenges with offerings TCS can provide to Industry
o Respond to RFP/RFI and create solution for the proposal
Business Concept and Patent ‘Social Loyalty- A Passage to Stores’
o Devised solution to generate traffic from social media to stores through Social Loyalty
o Obtained Provisional patent, final Patent pending for the Business concept
Projects Mobility Solution – Consultant and Agile Business Analyst for leading US retailers
o Benchmarking analysis of mobility leaders to define Mobility Roadmap
o Requirements analysis and Use Case Scenarios for Product Search/Navigation/Information, Shopping Cart and Checkout
o Features and User stories for TCS Mobility Solution- Product Information, Promotions, Loyalty Account, In-store mode (Item locator, Customer Location), Shopping Cart
Achievements
o Influenced Mobility Roadmap with Mobility Analytics, mWallet and Augmented Reality
o Implemented Faceted Search with 10+ refinement criteria
‘Social Loyalty- A Passage to Stores’ Solution – Ideator/Consultant/Analyst
o Conceptualized and designed the Social Loyalty Facebook app
o Agile Business Analyst- Designed features, Storyboarding and User stories
Achievements
o Successful working App, integrated with TCS Rewardz (Customer Loyalty)
o Obtained Provisional patent for the Business concept
eCommerce Consulting –Consultant and Analyst for leading US retailer
o Identified product launch and sale challenges on ecommerce wbesite for Peak season and Multichannel initiative
o Analyzed functional gaps in Item setup and maintenance process
o Workshops and interviews with business users for pain areas discovery
o Identified Business metrics and formulated prioritization methodology
o Assessed and pririotized pain areas
o Analyzed solution options and provided short-term and long-term Business Process improvement recommendations
o Business Analyst for implementing the Business process changes across business areas
Achievements
o Identified prioritized Top 20 process gaps with recommendations
o Identified opportunity to save 100 FTE/Week and 3M/year through Business Process improvement and solution fixes
o Successful stakeholder management- Business Users, Business Support, Product Owners and Funders
o Instrumental in getting Buy-In from stakeholders for project kick-off
B2C ecommerce Implementation –Analyst for leading APAC and US retailers
o Requirement gathering and Use Case Scenarios for Customer Account Management, Shopping Cart and Checkout processes
o Conference-room Piloting for Drupal and Blue Martini
o Product evaluation and Requirement Fitment analysis for IBM WCS and ATG
Achievements
o Created optimized checkout process with Pick-Up in Store and Online options
Digital Strategy –Consultant for US retailer
o Competitor analysis of the leading retailers’ digital strategy to capture the best practices
o Workshop with client to understand the Business objectives
o Proposed TCS solutions and products to fit the strategy
Achievements
o Devised a Cross channel strategy to create a Universal cart
Loyalty Product Implementation- Consultant and Analyst for US Travel company
o Focus group discussions for loyalty current business scenario analysis
o Loyalty roadmap and requirements fitment analysis wrt TCS Rewardz
o Prepared an exhaustive Functional Requirement Analysis Document
o Created Use Case Scenarios wrt the client Functional Requirements
o Coordinated with the Development team for TCS Rewardz configuration and executed POC
Achievements
o Devised Card Based loyalty program with multiple points and tender type that includes personalized campaign management
TCS Rewardz Hospitality and Travel Version - Functional Consultant and Agile Business Analyst
o Studied and analyzed the Loyalty Best Practices for Travel and Hospitality industry
o Performed gap analysis between the “As-Is” and “To-Be” Loyalty Program functionality
o Created Business Requirements Document and Use Case Scenarios
o Coordinated with the Development and Database team for configuration
Achievements
o Designed and implemented the Hospitality and Travel version on Cloud
TCS Products Marketing- International Retail conference in US
o Prepared the marketing collateral for the retail products in merchandizing, mobility and loyalty modules
o Co-ordinated with the branding agency for the booth layout and theme design
o Prepared use cases, demo script for the e-commerce/social media platform
Achievements
o Generated 200+ Leads and 15+ Prospects for Products
TCS Retail Strategy road map
o Prepared the financial metrics of TCS vis-à-vis peers in Retail domain
o Quantitative and qualitative comparison of TCS against the industry and peers
o Prepared the internal marketing campaign through brochure, banner creation
o Involved in brain storming sessions with leadership and Prof. Pankaj Ghemawat
Achievements
o Proposed products offering expansion to emerging technologies- Social media and Mobility
Mumbai Mantra, Mahindra and Mahindra Management Trainee
Achievements Presented the Findings and Analysis to C Levels of M&M
Was offered PPI for Mahindra Group of Companies
Project Identify the types of Indian movie goers for Hindi films
Methodology Surveyed 200 people for the Analysis
Segmented the Indian movie goers on the basis of Demographic and Psychographic profiles
Used the Cluster Analysis for segmentation using SPSS
Achievements Identified five types of Indian movie goers
The report brought out various insights about movie going habits of people
The insights were used as part of Marketing strategy for next releasing movie
Project Creating pen picture of Hindi movie goers for top 25(population wise) Indian cities
Methodology Collected Demographic and Lifestyle Indicator data from Secondary research
Performed city wise analysis of the Consumer Lifestyle Behaviour of Hindi movie goers
Achievements Highlighted the important insights brought out in the analysis
Project Creating a model to find the occupancy and breakeven occupancy rate in movie theatres in India
Methodology Collected various movie collections data across various movie theatres
Performed Analysis on the data
Achievements Created an Excel based model
IBM India Pvt. Ltd. (Retail ISU) (Nov06-May08) Software Engineer
Developed and implemented the project “Deferred Tax Automation” for the telecom major, Bharti Airtel
Responsiblities
o Involved in all the phases of the SDLC
o Conducted Requirement analysis and understanding the Business knowledge
o Designed Database and prototypes
o Responsible for Application development and Unit Test Cases
o Created Technical Documents and User Manual
o Trained the new joiners on Project and technology
o Part of the Research and Development team responsible for new methods of software development
INDUSTRIAL PROJECTS
Project Marketing campaign for Micro Wonders, a 5000 yr calendar for FMCG Marketers
Achievements Identified the product forms for the 5000 year calendar
Identified the Target consumers for each product form and devised Marketing Plan
Project Brand Revitalization of Anmol Biscuits
Achievements
Proposed Brand Positioning strategy
Proposed Sales Strategy (Positioning in Retail stores)
POSITIONS OF RESPONSIBILITY
President,
Corporate Relations Committee Led the Sponsorship team for The Manufacturing Symposium
Led the Sponsorship team for The Trade Symposium
Organized Corporate Interactions
Creative and Concept Team, Fintoon
Infineeti
(IIFT magazine with coverage across all B Schools in India)
Conceptualized and Designed Fintoon, the comic series
Organizer Organizer for multiple client visits and TCS Retail product demonstrations
CO-CURRICULAR ACHIEVEMENTS
Won “Order of Merit” by Marketing Agencies Association Worldwide for Global Academic Challenge 2009
Won “Honorary Mention” for National level Print Ad competition for "Kingfisher Airlines” by IIM Shillong, 2009
First Runners up ‘Adapt 2009’, National level marketing Strategy competition organized by IIM Indore
Finalists “Mercado Deportes 2009”, National level sports marketing competition organized by NMIMS
Waitlisted “Aaker’s Acolytes 2009”, National level Social Media Marketing Competition organized by IMT
Won First Prize in “The First P”, a marketing competition by IIFT, 2008
Won First Prize in “Finacumen”, a Finance article review presentation competition by IIFT, 2008
Synopsis of Business Plan “Kalashruti” published in Journal of TISS,2008
Participated in Capstone Business Simulation by Management Simulations Inc, U.S.A. 2009
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