1. Siddhartha Dhir
Chandigarh, India
Phone: +91 95012 11177 — E-Mail: dhir.sid@gmail.com
Summary
Management professional with more than fifteen years of experience in Brand Management, Marketing
Communications, Distribution Sales and Enterprise Sales.
Experience
Marketing Head, Hindustan Times July 2014 – till date
• Responsible for brand strategy in the region of Punjab, Haryana, Himachal Pradesh and J&K
• Manage key brand image parameters by championing all brand campaigns, product innovation
initiatives, media planning & activations
• Support P&L management creating monetizable intellectual properties and cost control
• Provide inputs to enhance various aspects of product life cycle for constantly improving relevance for
the reader and advertiser
• Evolve strong consumer engagement programmes to build consumer stickiness
• Drive Net Promoter Score and Readership Lead
• Manage online identity of Hindustan Times in the region through social media initiatives
• Online crowd sourcing of news through citizen journalism initiatives
• Monitor Nation-to-Local business and provide effective data presentation
• Product research for initiating editorial changes for portfolio enhancement
• Support brand promotion initiatives
• Responsible to negotiate/document/execute barter deals
Founder and CEO, Orange April 2012 – June 2014
• Managed entrepreneurial brands - Orange Marketing and Orange Photography
• Provided marketing consultancy including strategy, planning and execution to SMEs
• End to end organization of corporate and social events, conferences, meets
• Worked as a below-the-line marketing agency for corporate customers like HDFC Bank, HDFC Life,
HDFC Ergo, Dell, Aircel, Alchemist
• Professional photography services to corporate customers for product photography
• Professional photo-shoots for events and personal occasions

2. 2
Sales Process Deployment Manager, Vodafone, J&K, India August’10 – April ‘12
• Advised Head of Sales on monthly distribution strategy & planning
• Designed distribution channel sales commission; planned and executed go to market roll out
• Trained Relationship Managers and Area Sales Managers on pitching of monthly commission structure
USPs to channel partners vis-a-vis competition
• Ensured communication of trade initiatives via hard copy, SMS, OBD, WOM
• Institutionalized sales processes for the Telecom Circle, like Channel Stock and Billing Norms, Sales Beat
Norms, Front Line Sales Trackers, etc.
• Rolled out new end to end new sales process initiatives to enhance distribution and productivity
• Tracked and internally communicated employee incentive targets regularly and guided the team on
day to day basis
• Conceptualized and ran highly successful retail engagement schemes
• Run quarterly reward and recognition programmes for feet on street (FOS) to increase productivity
• Identified training needs for the sales team through field visits, process audits and performance analysis
• Arranged trainings basis the need analysis by selecting appropriate training agencies
• Arranged agency manpower training through internal trainers to ensure channel delight
• Audited performance of sales team on process compliance, on and off field
• Got individual employee incentives computed and ensured timely payout
• Undertook special projects to build capability of the workforce to sell High Value Products and trained
Relationship Managers to focus on quality of acquisition
• Segmented the Retail market and ran differential programmes for maximizing acquisition and revenue
Head Brand and Marketing Communications, Vodafone, J&K, India August’08 – August’10
• Prepared the Marketing Communications strategy in line with the Annual Circle Budget
• Developed the annual marketing calendar and managed a budget of Rs. 140 million
• Planned and organized the marketing event marking launch of company’s services in the circle
• Managed all ATL/BTL marketing activities including media planning and buying for outdoors, print &
radio, product launches, events and promotions, OOH visibility, PR, retail visibility
• Managed marketing communication activities for all the point-of-sales branding related elements
leading to launch of the service
• Managed Vodafone brand launch in the telecom circle of J&K
• Provided support to the sales team for pre-launch events involving bond-building activities with the
service partners
• Effectively led the creative team (design and communication) and different vendors for pre-launch
activities and for outdoor, radio, press ad campaigns and PRs
• Identified salience and tactical sites to create OOH brand impact to have the highest SOV
• Did training of Sales and Merchandisers to ensure highest SOV in retail with POS material and Signage to
have the highest retail visibility scores
• Local initiatives taken for gaining maximum TOMA and ITP scores vis-a-vis operators

3. 3
• Put in place inter departmental processes related to Marcom with defined TATs to roll out various
initiatives on time
• Successfully managed a team of three people for circle and zonal Marcom operations
• Coordinated across functions for organizing different events and generated internal branding elements
• Created all Direct Marketing and Contact Centre Communication
• Managed direct marketing campaigns through SMS, Auto dialers and tele-calling through contact
centers; created and finalized communication to be pushed to the customer
• Created communication for direct mailer campaigns for non users and as a mode of promoting new
propositions
Head Brand and Marketing Communications, Reliance, Punjab, India July’06 – August’08
• Developed OOH, Print, Radio media strategy and provided tactical support through BTL activities for
generating incremental business
• Designed segmented marketing communications strategy as per the product positioning
• Prepaid and Postpaid product campaign planning and finalization of execution route
• Post execution measuring campaign impact on top line
• Got all communication content and design developed internally
• Put in place marketing communications processes with defined SLAs
• Developed a wide vendor base for ensuring smooth and cost effective execution of campaign
collaterals
• Acted as the brand custodian for the circle
Assistant Manager, Marketing Communications, Airtel, Chandigarh/Noida March ’04 – March ’06
• Managed all BTL activities and OOH media for Airtel
• Planed & directed execution for all consumer communication vehicles
• Managed brand promotion, road shows, trade marketing
• Agency and vendor development and management
• Tied up for co-branding/co-promotions
• Responsible for maintaining the retail brand identity
• Responsible for development of advertising creative through the agency
• Built a consistent customer communication package spanning the lifetime of the customer
Key Accounts Manager, Sales, HFCL Infotel Ltd, Ludhiana, Punjab July ’03 – March ’04
• Interfaced with key influencers in Corporates for ascertaining wire-line voice and data requirements,
making presentations, delivering need based product solutions for integrated wire line based products
for data and voice connectivity with focus on optimizing revenue and maximizing sales.
• Relationship management for key accounts for reducing churn & augmenting business
• Cultivated strong relationships with existing Corporate clients and provided superior customer service
• Provided for internal communication, aimed at insuring that customer needs were addressed promptly
and that offerings, service enhancements and business opportunities were routinely communicated
• Ensured timely collections and minimized defaults

4. 4
Assistant Manager, Institutional Sales, Spectra Net Limited, New Delhi May ’01 – June ’03
• Sold Internet leased lines/VPNs to institutional clients (Government Institutions, Ministries, Educational
Institutions)
• Sold video feed from the company’s cable TV head-end riding on fiber to operators and got DSL
solutions executed in residential and commercial complexes
• Developed new products with the technical team as per the needs of each client
• Mapped the designated area and profiled customers to regulate sales plan accordingly
• Developed and distributed ‘Enterprise Solutions’ marketing collateral
• Provided exemplary client support through constant customer contact and servicing resulting in higher
share of the clients business
Education
• Masters of Business Administration, May 2001, Panjab University, Chandigarh, India
• Bachelors of Arts (Economics and Psychology), March 1999, Panjab University, Chandigarh, India
Key Skills
Marketing Communications Brand Management Channel Management
Process Design and Development Sales Training Business Development
New Business Initiatives Competitive Analysis Key Account Management
Demographics
• DOB: 14 June 1973
• Marital status: Married