Direct Marketing Specialist

Posted on: 2006-01-04

Kiran Sohi 205 Vaughan Rd., Apt. 14N 416-653-9643,Toronto, ON M6C 2M5 [email protected] PROFESSIONAL SUMMARY Marketing professional with diverse experience in direct marketing for Fortune 20 company. Proven leader in concept development & execution, strategic planning, negotiations, managing multi-million dollar projects and vendor relationships. Effective leader of internal cross-functional teams and creative agency. Accomplishment Highlights: * Spearheaded the creation of a new channel for consumer acquisition * Increased acquisition by 1% company-wide and reduced costs of acquisition for all brands by 90% while enhancing consumer experience * Developed a new vendor process realizing savings of up to $1 million per quarter * Promoted 4 levels in 5 years * Hand picked to represent eBusiness at PM Corporate Responsibility conference BUSINESS EXPERIENCE AOL Canada 2005 Marketing Analyst (5/2005 – 8/2005, Toronto, ON) Responsible for supporting Netscape Business Unit in various product marketing efforts. * Supported the General Manager in new business development project. * Performed competitive market analysis of Voice over IP and mobile data content products for the Canadian and US markets. * Wrote AOL Wireless Products brief for distribution to financial market analysts. * Created training for various products for partner door to door sales force. Philip Morris USA, New York, NY (1999 - 2004) Direct Marketing Specialist (5/2001 – 5/2004) Responsible for brand acquisition strategy execution, development of CRM business policies and consumer data integration for Philip Morris CRM marketing programs * Led the creation of electronic age validation process from concept to implementation. Increased new consumer acquisition by 1% while reducing overall costs by 90%. * Executed consumer acquisition strategies for Basic, Parliament, Virginia Slims and Marlboro. Collaborated with cross-functional teams, creative agency and vendors to enable superior brand experience for consumers. * Increased consumer acquisition via smokersignup.com by 22% while retaining rigorous authentication business rules. * Defined and wrote Philip Morris USA business policies for electronic age verification. * Created a new direct mail keying vendor process that resulted in savings of up to $1 million per quarter. * Presented strategies and tactics for key projects to senior management. Business Analyst (10/2000-4/2001) Consulted Philip Morris USA Sales department to enhance business processes. * Collaborated with sales and third party vendor to deliver upgraded Plan-O-Gram tool to Field Sales Force. * Wrote business requirements for web enabled procurement process for Sales Asset department. * Facilitated business communications between e-Retail team and IT experts to kick-start the project. eBusiness Research Analyst (10/1999 – 9/2000) Generated new concepts for B to C channel for Philip Morris Marketing and conducted extensive due diligence for execution of concepts. * Researched and developed testing criteria for electronic age validation process. * Facilitated the creation of eBusiness Game Plan vision and strategies for year 2000. * Provided budget analysis support for the newly formed eBusiness Group. Associate Analyst (10/1998 – 9/1999) Responsible for supporting IS Directors in resource planning for Quality Systems, SAP and Marketing directorates. * Developed annual directorate business plans and supported fiscal budget cycle. * Conducted project prioritization and project slate development. * Provided analysis, trends and forecasts based on metrics. * Created long-term enterprise strategy process and assisted in development of Scorecard. * Communications resource for IS Leadership team and organization. Emissary Computer Solutions, Japan (1998) Sales/Marketing Consultant * Developed and implemented new sales & marketing strategies in Tokyo for a start-up. * Increased the company’s service contracts by 40%. * Designed and wrote network installation and maintenance proposals. EDUCATION MBA, Rotman School of Management, University of Toronto, Toronto, ON, 2006. Specializing in Marketing & Finance. Master’s Certificate in Project Management, George Washington University, Washington, D.C., 2004 Certificate in Information Systems, University of Richmond, Richmond, VA, 2001 Bachelor of Applied Science and Engineering, University of Toronto, Toronto, ON, 1996 INTERESTS * Co-chair for 5th Annual Rotman WIMA – MBA Open House event * Mentor to undergraduate U of T Engineering Women’s Association * Active member of Rotman Marketing Association, Finance Association and Women in Management Association * Aikido Yoshinkan Canada ~ Brown Belt