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Anand Babu

This document contains a summary of a marketing professional's experience and qualifications. They have over 22 years of experience in marketing, business development, brand management, and customer relationship management across various industries. Their experience includes roles as Marketing Manager, General Manager of Marketing, Loyalty Program Manager, and Assistant Marketing Manager. They have a proven track record of achieving sales targets, growing customer bases, developing marketing strategies and plans, managing teams, and other responsibilities.

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Senior-level Assignments in Marketing / Business Development / Brand Management
Professional Exposure
o Highly competitive, self-starter, disciplined and goal oriented professional offering 22 years of expertise
in managing operations with key focus on Marketing, Customer Relationship Management & Dealer
Management primarily in Industrial, Residential, Retail and Telecommunication sectors.
o Currently with Desert Line Projects, Qatar as Marketing Manager – Aluminium and Glass.
o Expertise in market and brand development skills supported by excellent inter-personal communication
skills built on sound management exposure.
o Demonstrated abilities in successfully conducting National Brand Launch, innovative promotional
schemes, devising brand building activities, conducting financial literacy camps and accelerating
the business growth.
o Possesses a focused, customer-oriented approach with excellent relationship management skills and
efficiency in dealing with clients across the industries.
o Resourceful at evolving effective procedures, establishing service standards, and operational policies with
proven ability in reducing operational costs through effective cost control measures.
o Keen planner & strategist with a detailed goal oriented approach.
o Possess strong interpersonal, communication and analytical skills with demonstrated abilities in
Training & Development, team management and customer relationship management.
o Sales Strategist with extensive exposure to Business Development, Sales, Customer Relationship
Management.
o Pivotal role in grooming & mentoring team members witnessing their professional growth in the team.
o Possess strong interpersonal, communication and analytical skills with demonstrated abilities in
Training & Development, team management and customer relationship management.
ANAND BABU MURUGESAN
Marketing Manager
+974 30771185
anand9799@yahoo.co.in
Core Strengths
 STRATEGY FORMULATION & PLANNING
 MARKETING PLANNING & DEVELOPMENT
 CUSTOMER RETENTION & SATISFACTION
 TEAM MANAGEMENT
 MARKETING COMMUNICATION
 TALENT MANAGEMENT
 TREND ANALYSIS
 BUSINESS DEVELOPMENT
 LIAISON / COORDINATION
 PRODUCT DEVELOPMENT
Core Competencies
Sales and Marketing
 Identifying new & unexplored segments for business as part of market development effort.
 Prospect, identify & appoint new dealers / distributors to cover unrepresented / unexplored geographies to
increase business & market share.
 Creating initiatives, designing schemes, planning of merchandising and execution of these marketing events
for increasing sales drive.
Strategic Planning
 Formulating developmental strategies for achievement of goals and targets by identifying & developing
new avenues for long term growth.
 Establishing corporate goals, short term and long term budgets and developing business plans for the
achievement of these goals.
 Conceptualizing plans; assessing the revenue potential in opportunities.
Team Management
 Adept at end to end Resource management and deployment. Strong leadership skills and excellent relationship
management skills to co-ordinate with people across functions to maximize productivity.
 Creating & sustaining a dynamic environment that fosters development opportunities & motivates high
performance amongst team members.
Business Development
 Maintaining customer relationships for Business Development for business growth.
 Providing technical support to understand the concepts of new products to the customers.
 Coordinating for resolution of grievances and queries of individual and corporate clients.
 Reviewing & interpreting the impact of changes in needs of clients and attuning strategies accordingly.
Operations Management
 Monitoring day to day operations of the company like Leave record management, daily report analysis,
sponsorship disbursement & tracking of business, Legal aspects, Incentive calculation, addressing field issues,
Performance appraisal etc.
Organizational Experience
Designation: Marketing Manager
Location: Doha, Qatar
Team Size: 16
Job Profile
In charge for the company's Sales and marketing activities managing a team of 16 members. Selling includes promoting
Aluminium and Glass products to construction companies, consultants and other potential customers, collection of
receivables, after sales customer service. Marketing includes ATL and BTL activities, MIS data collection and
promotional activities
Achievements
 Successfully led the team to achieve the sales target for the past 10 months
 Instrumental in increasing the number of new clients at the rate of 15 every month
 Redesigned the company profile, Prequalification submittal and relevant marketing aids to help the team in
successfully submitting their competitive bids.
 Introduced new report formats for monitoring and controlling the team activities.
Responsibilities
 To supervise and coordinate with Marketing Team and support them to prepare competitive bids, advise on negotiation
tips and complete the projects on time.
 To co-ordinate with factory operations and ensure effective service delivery on-time, product quality and
commissioning.
 To coordinate with Group Accounts and HR & Admin departments.
Key Result Areas
o Ensure achievement of profitability targets
o Ensure achievement of revenue targets
o Ensure achievement of financial targets of the Division including collections and finalization of price and support
Marketing Team in finalization of Bids
o Accountable for growth and retention of Key and Core Accounts
o Conduct receivables analysis and initiate appropriate action and adopt appropriate recovery strategies of non-paying
clients
o Ensure timely & accurate submission of monthly MIS to MD
o Recommend approval of bills for direct reporting staff
o Recommend appropriate increments to the Employees after due assessment of their performance and related
parameters
o Review of set Performance Targets for each of the team member.
o Review of Resource requirement based on the set Business Targets and approval.
o Advise MD on manpower planning, recruitment and trainings.
Desert Line Projects WLL June 2015 - Present
Designation: GM Marketing
Location: Madurai, India
Team Size: 12
Job Profile
In charge for the company's Sales and marketing activities managing a team of 12 members. Selling includes promoting
residential properties to potential customers, collection of receivables, after sales customer service. Marketing includes
ATL and BTL activities, MIS data collection and promotional activities
Achievements
Successfully led the team to achieve more than 100% of sales target consecutively for 7 months. Instrumental in
increasing the number of customers from 102 in 2011 to 417 in 2014
Tied up with 12 banks and financial institutions for faster project approvals and loan sanctions
Successfully steered the company sales thereby increasing the market share to 34%
Responsibilities:
Achieve sales and collection targets
Develop and review budget and goals with staff
Review progress as compared to budget with staff quarterly
Continually build upon personal skills and knowledge
Conduct Market surveys, Competition surveys and present the results to Management
Prepare and review marketing plans with employees on a regular basis
Review marketing plans annually
Review individual department sales and promotion programs annually
Submit monthly reports, general information, and recommendations to the board
Assist in formulating policies and provide all facts needed for decision making
Designation: Loyalty Program Manager
Location: Oman
Team Size: 7
Job Profile
To play a defined role in improving the customer footfall, customer satisfaction and customer retention in all the TSC
stores across the Sultanate of Oman with the help of marketing and promotional activities through TSC Loyalty program
Achievements
Rendered constant cooperation to all functional areas by managing cross-functional teams and processes to assure
retention programs exceed targets.
TSC Sultan Center Jun 08 - Dec 10
Kaviyan Construction Private Limited Feb 11 – April 15
Ahmed Ramadhan Juma Group Jun 03 - Dec 06
Analyzed internal and external customer behavior in order to make strategic recommendations for new marketing
programs and initiatives.
Developed, executed and managed new customer loyalty initiatives while partnering with other departments to put
programs into operation, measure success, and manage results for ongoing program enhancements.
Introduced new and unique existing customer programs to enhance the customer experience across all touch points
including Internet, print, telephone and other service channels.
Instrumental in developing, recommending and managing campaigns to increase customer satisfaction and improve
loyalty, working with key partners and targeting vulnerable customers.
Conducted research programs by utilizing internal and external resources to identify untapped loyalty strategies for
existing customer segments.
Regularly conducted Mail, SMS and telephone surveys; analyzed and presented recommendations to the executive
leadership team.
Key role in evaluating the performance of initiatives and strategies including on-going review of campaigns and
trends.
Developed executive-level summaries to capture results and recommendations for presentation to high-level decision
makers in order to gain approval for project implementation.
Successfully increased the member base from 8,728 to 56,000 in 3 years.
Designation: Marketing
Manager Location: Oman
Team Size: 3
Job Profile
Responsible for the Marketing function for the retail outlets in the country. (5 Stores)
Achievements
Played a significant role in steering the Product specific promotions through direct mailers, product e-mails, POP
displays, newspapers / magazine articles, etc.
Initiated and monitored door-to-door Surveys, Telephone Surveys, E-mail Surveys, Direct Mailer Surveys, Surveys
through fax, Point of Purchase Surveys.
Significant contribution in the successful launch of 5 Discount Centers.
Augmented the customer count by more effective Flyer Distribution and attractive in-store displays.
Pro-actively engaged in land selection for new stores by providing Area survey and Competition survey reports.
Successfully launched Customer Loyalty Card Program Rewards Card in Oman.
Deftly produced cost effective promotional plans resulting in a saving of 22% of the allotted budget as on date.
Achieved reduction in customer complaints by almost 50%
Designation: Assistant Marketing Manager
Location: Dubai, UAE
Team Size: 4
TSC Discount Center Jan 07 - Jun 08
Job Profile
Steer all Middle East marketing activities for various product lines of ARJ Group
Render support to sales, customer service and purchasing to develop consistency and to emphasize customer needs,
experience and satisfaction.
Achievements
Key role in developing Strategies, Campaigns with the AGM and Sales Managers.
Communicated externally with international sales Managers, outside sales representatives, and development
managers working with vendors in other GCC Countries
Instrumental in marking 33% increase in annual sales, surpassing the breakeven point for the first time in UAE
divisions 2.5-year history.
Recognized for augmenting one product line's market share by 25% within six months after devising a promotional
campaign that included road shows & bulk discounts.
Designed a 97-page Product Catalog from ground zero, targeting clients' needs, improvising distribution time,
accounts receivable, cash flow and customer service.
Profitably augmented sales inquiries and product awareness by developing a comprehensive, static, B2B, and B2C
web site specifically designed for product lines distributed in the Middle East.
Generated new leads through direct mail and email campaigns that were based on information secured from newly
created customer feedback forms and subsequent database.
Deftly designed the Company Profiles of 3 divisions to highlight the divisional activities.
Key role in creating display and marketing materials and securing give-a-ways from vendors to be used as
promotional tools at the Big Five Show and other conventions.
Functioned as Management Representative in monitoring implementation and follow-up of ISO based quality
policies.
Designation: Area Manager
Location: Madurai, India
Team Size: 14
Job Profile
Steer channel operations of Cellular Services with focus on Sales and Marketing for 18 towns throughout South
Tamil Nadu.
Achievements
Key role in training Dealer Managers and Sales Staff, developing managerial talent by reviewing monthly
productivity and identifying strategies for improvement.
Significant involvement in augmenting partnerships with vendors, private dealers, Government authorities
Responsible for setting up and successful administration of Regional branch office.
Holds the distinction of achieving branch target consistently for 39 months.
Successfully established Aircel as a major player in all 18 towns.
Significant role in new town launches (12 towns).
Aircel Limited Mar 99 - Apr 03
Accel Automation Limited Jun 94 - Mar 99
Designation: Assistant Marketing
Manager Location: India
Team Size: 3
Job Profile
Market the company's software solutions to potential business customers in Coimbatore with a team of 3 members
Achievements
Managed all phases of the product lifecycle for software products, including marketing campaigns, product launches,
distribution and discontinuation. Closely monitored product sales. Developed concepts for marketing collateral.
Successfully converted the branch into a profit center within 3 months of taking charge as deputy manager.
Responsible for the company’s decision to market the software products through dealers concurrently.
Recognized across the country in credit - control function.
Deftly handled time-sensitive issues of service & customer support.
Generated business above sales target consistently and bagged ex-gratias in various promotional schemes.
Acted as in-house editor for the territory magazine in the year 96-97.
Designated as vice chairman of the company’s product improvement group in 1998.
Academics
MBA (Marketing) from Madurai Kamaraj University 1994
M.Sc. (Electronics) from Bharadhidasan University 1992
B.Sc. (Electronics) from Bharathiar University 1990
IT Skills
Proficient at Windows, Word, Excel, PowerPoint, Outlook, Visio, Flash MX and Dreamweaver Applications.
PERSONAL DETAILS
Date of Birth: 7 November 1969
Marital Status: Married
Languages: English &Tamil
Address: E-304, Meenakshi Road, TVS Nagar, Madurai -625003, Tamil Nadu, India
Driving License: Oman, Qatar, Dubai, India

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My CV

  • 1. Senior-level Assignments in Marketing / Business Development / Brand Management Professional Exposure o Highly competitive, self-starter, disciplined and goal oriented professional offering 22 years of expertise in managing operations with key focus on Marketing, Customer Relationship Management & Dealer Management primarily in Industrial, Residential, Retail and Telecommunication sectors. o Currently with Desert Line Projects, Qatar as Marketing Manager – Aluminium and Glass. o Expertise in market and brand development skills supported by excellent inter-personal communication skills built on sound management exposure. o Demonstrated abilities in successfully conducting National Brand Launch, innovative promotional schemes, devising brand building activities, conducting financial literacy camps and accelerating the business growth. o Possesses a focused, customer-oriented approach with excellent relationship management skills and efficiency in dealing with clients across the industries. o Resourceful at evolving effective procedures, establishing service standards, and operational policies with proven ability in reducing operational costs through effective cost control measures. o Keen planner & strategist with a detailed goal oriented approach. o Possess strong interpersonal, communication and analytical skills with demonstrated abilities in Training & Development, team management and customer relationship management. o Sales Strategist with extensive exposure to Business Development, Sales, Customer Relationship Management. o Pivotal role in grooming & mentoring team members witnessing their professional growth in the team. o Possess strong interpersonal, communication and analytical skills with demonstrated abilities in Training & Development, team management and customer relationship management. ANAND BABU MURUGESAN Marketing Manager +974 30771185 anand9799@yahoo.co.in
  • 2. Core Strengths  STRATEGY FORMULATION & PLANNING  MARKETING PLANNING & DEVELOPMENT  CUSTOMER RETENTION & SATISFACTION  TEAM MANAGEMENT  MARKETING COMMUNICATION  TALENT MANAGEMENT  TREND ANALYSIS  BUSINESS DEVELOPMENT  LIAISON / COORDINATION  PRODUCT DEVELOPMENT Core Competencies Sales and Marketing  Identifying new & unexplored segments for business as part of market development effort.  Prospect, identify & appoint new dealers / distributors to cover unrepresented / unexplored geographies to increase business & market share.  Creating initiatives, designing schemes, planning of merchandising and execution of these marketing events for increasing sales drive. Strategic Planning  Formulating developmental strategies for achievement of goals and targets by identifying & developing new avenues for long term growth.  Establishing corporate goals, short term and long term budgets and developing business plans for the achievement of these goals.  Conceptualizing plans; assessing the revenue potential in opportunities. Team Management  Adept at end to end Resource management and deployment. Strong leadership skills and excellent relationship management skills to co-ordinate with people across functions to maximize productivity.  Creating & sustaining a dynamic environment that fosters development opportunities & motivates high performance amongst team members. Business Development  Maintaining customer relationships for Business Development for business growth.  Providing technical support to understand the concepts of new products to the customers.  Coordinating for resolution of grievances and queries of individual and corporate clients.  Reviewing & interpreting the impact of changes in needs of clients and attuning strategies accordingly. Operations Management  Monitoring day to day operations of the company like Leave record management, daily report analysis, sponsorship disbursement & tracking of business, Legal aspects, Incentive calculation, addressing field issues, Performance appraisal etc.
  • 3. Organizational Experience Designation: Marketing Manager Location: Doha, Qatar Team Size: 16 Job Profile In charge for the company's Sales and marketing activities managing a team of 16 members. Selling includes promoting Aluminium and Glass products to construction companies, consultants and other potential customers, collection of receivables, after sales customer service. Marketing includes ATL and BTL activities, MIS data collection and promotional activities Achievements  Successfully led the team to achieve the sales target for the past 10 months  Instrumental in increasing the number of new clients at the rate of 15 every month  Redesigned the company profile, Prequalification submittal and relevant marketing aids to help the team in successfully submitting their competitive bids.  Introduced new report formats for monitoring and controlling the team activities. Responsibilities  To supervise and coordinate with Marketing Team and support them to prepare competitive bids, advise on negotiation tips and complete the projects on time.  To co-ordinate with factory operations and ensure effective service delivery on-time, product quality and commissioning.  To coordinate with Group Accounts and HR & Admin departments. Key Result Areas o Ensure achievement of profitability targets o Ensure achievement of revenue targets o Ensure achievement of financial targets of the Division including collections and finalization of price and support Marketing Team in finalization of Bids o Accountable for growth and retention of Key and Core Accounts o Conduct receivables analysis and initiate appropriate action and adopt appropriate recovery strategies of non-paying clients o Ensure timely & accurate submission of monthly MIS to MD o Recommend approval of bills for direct reporting staff o Recommend appropriate increments to the Employees after due assessment of their performance and related parameters o Review of set Performance Targets for each of the team member. o Review of Resource requirement based on the set Business Targets and approval. o Advise MD on manpower planning, recruitment and trainings. Desert Line Projects WLL June 2015 - Present
  • 4. Designation: GM Marketing Location: Madurai, India Team Size: 12 Job Profile In charge for the company's Sales and marketing activities managing a team of 12 members. Selling includes promoting residential properties to potential customers, collection of receivables, after sales customer service. Marketing includes ATL and BTL activities, MIS data collection and promotional activities Achievements Successfully led the team to achieve more than 100% of sales target consecutively for 7 months. Instrumental in increasing the number of customers from 102 in 2011 to 417 in 2014 Tied up with 12 banks and financial institutions for faster project approvals and loan sanctions Successfully steered the company sales thereby increasing the market share to 34% Responsibilities: Achieve sales and collection targets Develop and review budget and goals with staff Review progress as compared to budget with staff quarterly Continually build upon personal skills and knowledge Conduct Market surveys, Competition surveys and present the results to Management Prepare and review marketing plans with employees on a regular basis Review marketing plans annually Review individual department sales and promotion programs annually Submit monthly reports, general information, and recommendations to the board Assist in formulating policies and provide all facts needed for decision making Designation: Loyalty Program Manager Location: Oman Team Size: 7 Job Profile To play a defined role in improving the customer footfall, customer satisfaction and customer retention in all the TSC stores across the Sultanate of Oman with the help of marketing and promotional activities through TSC Loyalty program Achievements Rendered constant cooperation to all functional areas by managing cross-functional teams and processes to assure retention programs exceed targets. TSC Sultan Center Jun 08 - Dec 10 Kaviyan Construction Private Limited Feb 11 – April 15
  • 5. Ahmed Ramadhan Juma Group Jun 03 - Dec 06 Analyzed internal and external customer behavior in order to make strategic recommendations for new marketing programs and initiatives. Developed, executed and managed new customer loyalty initiatives while partnering with other departments to put programs into operation, measure success, and manage results for ongoing program enhancements. Introduced new and unique existing customer programs to enhance the customer experience across all touch points including Internet, print, telephone and other service channels. Instrumental in developing, recommending and managing campaigns to increase customer satisfaction and improve loyalty, working with key partners and targeting vulnerable customers. Conducted research programs by utilizing internal and external resources to identify untapped loyalty strategies for existing customer segments. Regularly conducted Mail, SMS and telephone surveys; analyzed and presented recommendations to the executive leadership team. Key role in evaluating the performance of initiatives and strategies including on-going review of campaigns and trends. Developed executive-level summaries to capture results and recommendations for presentation to high-level decision makers in order to gain approval for project implementation. Successfully increased the member base from 8,728 to 56,000 in 3 years. Designation: Marketing Manager Location: Oman Team Size: 3 Job Profile Responsible for the Marketing function for the retail outlets in the country. (5 Stores) Achievements Played a significant role in steering the Product specific promotions through direct mailers, product e-mails, POP displays, newspapers / magazine articles, etc. Initiated and monitored door-to-door Surveys, Telephone Surveys, E-mail Surveys, Direct Mailer Surveys, Surveys through fax, Point of Purchase Surveys. Significant contribution in the successful launch of 5 Discount Centers. Augmented the customer count by more effective Flyer Distribution and attractive in-store displays. Pro-actively engaged in land selection for new stores by providing Area survey and Competition survey reports. Successfully launched Customer Loyalty Card Program Rewards Card in Oman. Deftly produced cost effective promotional plans resulting in a saving of 22% of the allotted budget as on date. Achieved reduction in customer complaints by almost 50% Designation: Assistant Marketing Manager Location: Dubai, UAE Team Size: 4 TSC Discount Center Jan 07 - Jun 08
  • 6. Job Profile Steer all Middle East marketing activities for various product lines of ARJ Group Render support to sales, customer service and purchasing to develop consistency and to emphasize customer needs, experience and satisfaction. Achievements Key role in developing Strategies, Campaigns with the AGM and Sales Managers. Communicated externally with international sales Managers, outside sales representatives, and development managers working with vendors in other GCC Countries Instrumental in marking 33% increase in annual sales, surpassing the breakeven point for the first time in UAE divisions 2.5-year history. Recognized for augmenting one product line's market share by 25% within six months after devising a promotional campaign that included road shows & bulk discounts. Designed a 97-page Product Catalog from ground zero, targeting clients' needs, improvising distribution time, accounts receivable, cash flow and customer service. Profitably augmented sales inquiries and product awareness by developing a comprehensive, static, B2B, and B2C web site specifically designed for product lines distributed in the Middle East. Generated new leads through direct mail and email campaigns that were based on information secured from newly created customer feedback forms and subsequent database. Deftly designed the Company Profiles of 3 divisions to highlight the divisional activities. Key role in creating display and marketing materials and securing give-a-ways from vendors to be used as promotional tools at the Big Five Show and other conventions. Functioned as Management Representative in monitoring implementation and follow-up of ISO based quality policies. Designation: Area Manager Location: Madurai, India Team Size: 14 Job Profile Steer channel operations of Cellular Services with focus on Sales and Marketing for 18 towns throughout South Tamil Nadu. Achievements Key role in training Dealer Managers and Sales Staff, developing managerial talent by reviewing monthly productivity and identifying strategies for improvement. Significant involvement in augmenting partnerships with vendors, private dealers, Government authorities Responsible for setting up and successful administration of Regional branch office. Holds the distinction of achieving branch target consistently for 39 months. Successfully established Aircel as a major player in all 18 towns. Significant role in new town launches (12 towns). Aircel Limited Mar 99 - Apr 03
  • 7. Accel Automation Limited Jun 94 - Mar 99 Designation: Assistant Marketing Manager Location: India Team Size: 3 Job Profile Market the company's software solutions to potential business customers in Coimbatore with a team of 3 members Achievements Managed all phases of the product lifecycle for software products, including marketing campaigns, product launches, distribution and discontinuation. Closely monitored product sales. Developed concepts for marketing collateral. Successfully converted the branch into a profit center within 3 months of taking charge as deputy manager. Responsible for the company’s decision to market the software products through dealers concurrently. Recognized across the country in credit - control function. Deftly handled time-sensitive issues of service & customer support. Generated business above sales target consistently and bagged ex-gratias in various promotional schemes. Acted as in-house editor for the territory magazine in the year 96-97. Designated as vice chairman of the company’s product improvement group in 1998. Academics MBA (Marketing) from Madurai Kamaraj University 1994 M.Sc. (Electronics) from Bharadhidasan University 1992 B.Sc. (Electronics) from Bharathiar University 1990 IT Skills Proficient at Windows, Word, Excel, PowerPoint, Outlook, Visio, Flash MX and Dreamweaver Applications. PERSONAL DETAILS Date of Birth: 7 November 1969 Marital Status: Married Languages: English &Tamil Address: E-304, Meenakshi Road, TVS Nagar, Madurai -625003, Tamil Nadu, India Driving License: Oman, Qatar, Dubai, India