Sachin Bansal Profile

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The work experience includes extensive exposure in building business relationships with the customers, stakeholders. Developing communications strategies, measuring engagement levels and analysing the client feedback to provide superior customer experience has been one such focus area, with excellent branding to achieve the objectives. Goal-oriented, cost-conscious, results-driven are the strengths that I have in me.

My proactive role has been as a catalyst, initiating internal communication and brand management. To accomplish this, regular internal meetings and brand audits have been conducted with an assurance that there is active participation at all levels with transparency. The proficiency also includes in creating and executing promotional campaigns that has been acquired from prior work experiences.

I believe, recognising the internal audience is as important as the external one because it’s the first step towards improving how the company engages with the people that live the brand. A well-structured and cross-functional approach to internal communications will drive cultural, behavioural and long-term change, ensure employee buy-in to business goals, encourage innovation and meet the information needs of the organisation. Using the vision, through effective communication, I work to bring knowledge to individuals in order to impact their understanding and thus transform beliefs. New beliefs create new value systems, which in turn generate new behaviours – Bringing about lasting cultural change and enhanced business performance.

Organising “Fun at Work” has been very strong part of my profile which solely focuses on developing the culture of the organization rather than a retention tactic. Some of them, which includes presence management presence are Celebrating Success, Rewarding Great Performance, Having a Great Working environment, Having a Strong Community Spirit, and being Young @ Heart

Key Focus Areas:
• Recruitment Marketing/ Branding
• Internal Communications
• Employee Engagement
• Connecting Culture
• Branding @ Workplace
• Media Management
• Corporate Social Responsibility

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Sachin Bansal Profile

  1. 1. Profile
  2. 2. About MeI am Sachin Bansal, an Indian working and living in New Delhi. Ihave 9+ years of experience and have worked for myriad ofclients managing their reputations, attracting, recruiting andretaining the people that will add maximum value to theirorganization.The industries may change, but my think-it-through approach to marketing remains the same.The common theme for all? An interest in attracting theemployees over the age of 50 and 19 at the same time. Afterall, that’s what I do best.I am a corporate communications specialist delivering theservice vision while evolving brand from scratch in various business models. Myexpertise is in retaining the workforce and to help them deliver superior customerexperience. Whether for a multinational corporation, a local public body, a small charityor a leading business partnership I can provide the strategic planning service,innovative thinking and award-winning creativity necessary to meet anycommunication, events, recruitment challenge.At present, I am working with Virgin Mobile as Senior Manager – Marketing and BrandLiaison and part of start up team. My role is to promote the Virgin Mobile Brand in Indiaand develop employees into Brand Ambassadors to enhance the customer experience.While working with HSBC Global Resourcing Centre in Vizag, my objective was to createa working environment that supports company’s goal to become “Great Place to Work”and constantly grow and out-perform. I was responsible for developing and supportcommunication initiatives that were aimed at delivering the service excellence andbring “WOW” factor for the business partners and stakeholders. Corporate SocialResponsibility was another touch point of my strategy.At Vertex, I was part of start-up and worked in the capacity of Brand andCommunications Manager. Vertex being the provider of business services andtechnology solutions my endeavour was to drive the business on a broader mission –Amission that motivates, inspires and wins all who are in any way associated with it. Icreated retention and brand promotion strategies resulting in the lowest attritionrates in the industry.Prior to Vertex, I was working with Royal Airways in their Customer Managementdepartment. My responsibility included customer relations and brand promotions.At Applied Media I was focused on licensing of rights and establishment of distributionnetwork for overseas publishing companies for entire India. Distributions, dollarvolume, promotions of printed and electronic literature were few of my importantresponsibilities.I initiated my career with Springer-Verlag GmbH & Co as an Executive LibraryPromotion. The work profile included monitoring and providing service for the sale ofjournals through distributors and conducting promotion activities.I am a BTEC in Business and Finance from Wigan and Leigh College and havecompleted my Bachelor Degree in Arts from Delhi University. 2
  3. 3. My Areas of Expertise The work experience includes extensive exposure in building business relationships with the customers, stakeholders. Developing communications strategies, measuring engagement levels and analyzing the client feedback to provide superior customer experience has been one such focus area, with excellent branding to achieve the objectives. Goal-oriented, cost-conscious, results-driven are the strengths that I have in me. My proactive role has been as a catalyst, initiating corporate communications and brand management. To accomplish this, regular internal meetings and brand audits have been conducted with an assurance that there is active participation at all levels with transparency. The proficiency also includes in creating and executing promotional campaigns that has been acquired from prior work experiences.I believe, recognizing the internal audience is as important as external one because its first steptowards improving how the company engages with the people that live the brand. A well-structured andcross-functional approach to internal communications will drive cultural, behaviourial and long-termchange, ensure employee buy-in to business goals, encourage innovation and meet the information needsof the organization.A good communication classification would comprise of correspondence paper as well as electronic suchas memos, brochures, newsletters, e-mails, and website. Besides this it would include managementmessages, either intentionally or unintentionally about things like the values, principles, purposes of theorganization. It would also include surveys, staff meetings, individual meetings, policies and procedures.These being my strengths would enable me to steer the communication channels of any enterprise.People Services and Fun at Work has been very strong part of my profile which solely focuses ondeveloping the culture of the organization rather than a retention tactic. Some of them, which includemanagement presence, are Celebrating Success, Rewarding Great Performance, having a GreatWorking environment, having a Strong Community Spirit, and being Young @ Heart. 2 3
  4. 4. Using the vision, through effective communication, I work to bring knowledge to individuals inorder to impact their understanding and thus transform beliefs. New beliefs create new valuesystems, which in turn generate new behaviors – Bringing about lasting cultural change andenhanced business performance. Vision Communication Communication Beliefs Beliefs Values Behaviours Behaviours Culture change Enhanced Performance I Provide Outcome • A fresh approach to the • • Shared vision of the future • intended challenges • Commitment of all staff • • Imaginative, innovative • • Common understanding • thinking • New ways of doing things • • Transfer of skills and • knowledge • Enhanced communication • • Implementation support • • Sustainable change • • Enhanced business • performance 2 4
  5. 5. TheApproachI have been reaping the benefits of a connected world by going beyond the realms of technology andthinking in a JOINED UP manner. Only highly motivated and focused staff can achieve "GreatCustomer Service" and my focus has been to channel brand and performance updates enablingemployees make right choices.At HSBC the focus was on managing diversity by retaining employees and creating a culture of AGreat Place to Work". My strategy was based to connect minds of the employees withfundamentals of the business and services to deliver service excellence. The result was measuredby employee engagement surveys, which helped me in rolling out special hierarchy and role basedrewards in sync with Human Resources Department. My vision has been to nurture winners tobecome brand and performance ambassadors and deliver superior customer experience.Similarly, I realized that Vertex being a contact center required continuous improvement incommunication methods and technologies. This was to ensure higher productivity and reducecycle time to update employees.The communication plan follows company objectives, guidelines, legal requirements, bestpractices of comparable and successful organizations with alignment to company" vision for futuregrowth. As organizations change themselves to align with new strategic goals and the changingworld around them, they increasingly need to change fundamental behaviors and the beliefs thatunderpin them. In general staff communications from their managements is generally a poster andmaybe a suggestions box full of cards. I have given the staff the respect they deserve and createevents that give them the chance to criticize, praise - and put things right. on an d d tiio n n Prod uc ntattion u nicat ion le e Imp lem Comm u mentt n op e ic o n Devello nicatiio m un Com m y Brand Sttrateg y S ae Siitt a o e y uatiio n tt Strateg y S men e s Asses A e Evaluate Identify Define Create Execution analyse brand roadmap communication plan appeal define objectives 5
  6. 6. The effective communication system created by me in Vertex and HSBC not only evinced effectiveness and productivity but also increased the level of enthusiasm at all levels. A strategy was formulated that promoted the vision and philosophy of the organization. Managing the design and recruitment related advertising to ensure that company brand and image is consistently applied in all marketing activities to enhance the organizations visibility and reputation. The responsibilities like scoping, planning, implementing innovative cost effective communications plans, managing the production of various communication tactics and tools have accelerated the transition to a higher productivity. Liaising with various stakeholders, business partners and analyzing the internal communication needs of the organization with change management initiatives have always been my focus area.The most common communications problem is managements (leaders and managers) assuming they are aware of some piece of information, than everyone else is. Usually staffs aren’t aware unless management makes a deliberate attempt to carefully convey information. My strategy for internal communication has been on business units seeking for opportunity recognition. This has enabled innovative competency of participants to cultivate and steered their initiatives towards achieving higher productivity while accepting change for the betterment. Also the major task has been identifying solutions to those challenges that currently constrain the people from living the brand. Employees have similar needs to customers in that they need to understand the company values before they can relate to them and before they can act on them. Once the values are clearly articulated, they need to be communicated throughout the organization and supported with behavioral change activities. The binding force in any organization is the culture that exists, and not the mission statement that is documented. I have been organizing employee engagement exercises via various touch points which includes Family Days Talk back Sessions, Referrals Schemes, Team Time, Chill Pool (part of Fish Philosophy), Festivity Celebrations, Gala events, Rewards & Recognition ceremonies etc."It’s a joined up world we live in, with data and informationflowing seamlessly to create new kinds of value. Bestorganisations will be the ones who are able to leveragetechnology to maximise employee engagement and deliverservice excellence at optimised cost." 6
  7. 7. What Drives Me Event Management In the fast evolving business environment I have been staying connected with customers (employees, stakeholders, business partners, vendors) at all times by organizing events. Socializing with employees and corporate members has always been a good way to build relations and find out whats on peoples mind by promoting a creative and fun working atmosphere throughout the year.I organize many activities for diverse employee baseincluding indoor and outdoor sports tournaments,summer outings, holiday parties, and afternoon get-togethers, family days etc. I am also active in severalcommunity outreach programs.I have been contributing to the motivation strategy ofbeing rewarded, by managing the process of theoutstanding achievement awards, recognitionceremonies and other annual awards. From eventconception to execution, I have the expertise andenthusiasm to produce an event and build employeemoral to increase team work and productivity.As a facilitator for planning events I was awarded forintroducing the concept of "Family Days" andintroducing "Quarterly Company Parties". Eventmanagement is my passion – aim is completeemployee/ stakeholder satisfaction; delivering anevent that will be remembered and valued for thebenefits it provides.My experience, industry relationships, andoperational expertise enable me to propose andimplement creative and cost-efficient ideas, eventsand programs that meet the companys budget andbusiness objectives. I can manage media events andpress conferences, trade shows, hospitality andcorporate events.I have always made it clear that an after-hours office event is not mandatory. Ifyou make an event mandatory, you areassuming liability for the employees. 7
  8. 8. Community Service The success of our business is built on success of the relationships we have with our customers and the communities in which we operate. Getting involved with local communities is a valuable opportunity to build relationships. I am associated with charitable institutions and missionaries as a part of Corporate Social Responsibility (CSR). I believe that supporting community helps thrive through people focus and build employee morale. I work with employees from various levels to initiate guide and channel employee engagement for the purpose of contributing to economic development. Through strategic, creative and cost-effective planning, I have identified and achieved the CSR objectives which included:• Meaningful community service and impact• Increased employee morale, commitment and productivity• Enhanced community relations, corporate image and position in the marketplace• Positive impact on the bottom lineI have been awarded the "Outstanding Achievement Award" for my role inEducation, Community and Environmental activities. I have worked withHospitals, Old Age Homes, HIV/AIDS and Destitute Children Associations.My special focus has been on Afforestation Programs and Walkathon to increase thegreenery and protecting and preserving the environment we live in.One of the most important lessons that I have learned is value of getting a volunteercadre engaged early on…so that they feel ‘ownership’ of the program. 8
  9. 9. Brand Management There are two dimensions to brand management that are critical for successful brand development. The first is internal communication and the second is measurement. Brand development is a long-term business building initiative requiring leadership and commitment. I have build the brand loyalty by establishing a communications strategy that reflects the values of company and its services; engages employees in an ongoing relationship with clients; responds rapidly to the changingmarket; and continuously satisfies employees queries.To sight an example; Vertex ran a call center for Orange Telecom from its India offshore location.Businesses in UK have started seeing India as a place where they can outsourced their call center work.While working as an off-shore partner for Orange, Vertex had a challenge at hand. It had to prove that itwas the right partner for Orange. The initial and most crucial task that Vertex faced while servicingOrange was maintaining the brand image. Orange has a very strong brand image across the world withits philosophy ‘what we believe in the company is what we do. Our values guide how we behave; in astraightforward, honest, friendly, dynamic and refreshing way’.Being a part of leading team at Vertex, I had to ensure that the Orangebrand and philosophy were applied effectively and consistently. Thisinvolved developing brand strategy, positioning, guiding execution,defining core elements and managing the roll out of the Orange brand. Italso involved ongoing brand management, management of the intellectualproperty together with legal teams and the creation of central tools for communication. Similarly at HSBC, my aim was to drive the brand on “Best Place to Wok” theme. As the third largest financial institution on the globe the Brand is a reflection of the actions and beliefs of the people who work for HSBC. I created brand campaigns and did branding exercises on the walls, meeting rooms to create affinity and make employees feel belonged. My strategy and tactics were positioned on banners, speeches by executives, screen savers, e- mail campaigns, intranet pages, voice messages, blogs and other tools are commonly used to get the message out to employees. I was able to deliver a unique and attractive work experience – i.e. a branded work experience – that sets apart in the employee market and leads to an employer of choice reputation.The brand is about customer’s interaction with us. As your partner in the branding process, I will workwith you to identify people within your company as well as outside advisors who are critical to itssuccess. I then guide your team through the process of developing your brand positioning andimplementation program, helping to ensure that it will be implemented throughout the organization andsustained beyond the life of the project. 9
  10. 10. Recruitment MarketingThe Recruitment Marketing enables HR to promote and manage organization’s brand through width ofthe entire recruitment cycle.Job seekers who see message in newspaper or on internet should come away with an accurateperception of your employment experience, and one that is consistent with the overall branding of theorganization, products and services. If done correctly, the message will stand out from the others inwhatever media channel we choose, and accomplish more than just the posting of an open position.It’s a crowded job market out there, and as job seekers peruse recruitment ads, they spend justseconds before moving on to the next ad.At HSBC connecting with the right audience, with the right message is crucial in order to attract,recruit and retain effective team of professionals for the organization. Thus I ensured that the brandmessage of “Great Place to Work” is consistent and evident at every touch point in the recruitmentcycle. In doing so, I was able to manage all print, outdoor, online, radio and television advertisementsissued across the country. 10
  11. 11. AdvertisingI have been formulating advertising concepts and advanced promotions strategies, fromchoosing an agency to online advertising. Improving creative, exploring the intricacies ofinternet/ web domain and taking a traditional route to place a full page print ad’s in thenewspaper is another strong part of my experience.Negotiating advertising with media outlets to maximize organization advertising dollarsspent on their advertising campaign is one of core expertise.Working with business partners and stakeholders on individual budgets is another dimensionto my cross country/ inter cultural exposure to ensure that advertising needs are in line withtheir budget. 11
  12. 12. I have planned, created, delivered and measured innovative and challengingstrategies for some of the worlds best-known outsourced processes. BeingBrand Communication specialist I can work with you on the following: • Develop internal communications plan that links with your extern al Strategy communications, advertising, marketing and PR. • Set up and maintain focused written print, electronic communicat ions for Written Communications the employee base. • Develop company-wide newsletters and the processes for keeping them Newsletters permanently relevant. E-mail • Devise internal e-mail campaigns to promote new products or services as Campaigns ongoing news dissemination. • Create intranet content and strategies for handling organisational-wide Intranet information flows. Information • Introduce centralised data access, so that staff always have access to the Management most up-to-the-minute resources. • Manage communications training programmes for effective written and oral Communications Training communications. • E-mail management to kill e-mail overload. E-mail Strategy Meeting • Help running company-wide meetings to ensure everyone hears your Management messages and not just the rumours. Redundancy/ • Communicate with those who will be leaving the organisation so t hat they Termination understand what will happen and stay supporters of the organisation. Communications Communications • Support front-line staff in communicating bad news. Support Crisis • During crisis, devise and implement a recovery communications plan to keep Communications key employees who will be staying, focused on a successful future.I would like to work with individuals and organizations to enhance quality andeffectiveness of communication. This might be in the context of a change program, amerger or acquisition, a change in working practice or any other situation where it isimportant that people know what is going on, have an opportunity to contribute andneed a forum to exchange views or information with others. 12
  13. 13. My QuestI have innate quality to erect a good communication systemwithin teams by motivating the team members. People areassets of an organization and they carry the brand image.Happy and motivated people are a symbol of good branding andthis is my firm belief.My emphasis has been on creating a brand for the enterprise,which is different from the rest and has unique blend ofdiversity. Apart from this there is constant endeavor towardscreating a brand for employees. My contribution hasattributed to increase in employee motivation and satisfactionat all levels.Exposure to corporate profile initiatives, event management,corporate social responsibility, charity fund-raising have beenmy inner desires.This has been my successful journey till now and I eagerly awaitopportunities to explore and attain an expertise in the field ofPeople Services, Brand Management, Event Management,Outsourcing and Marketing Communications. During thisvoyage my attempt has been to look forward to learn andenrich myself from my surroundings, colleagues, clients,cultures and anything and everything that crosses my path. Istill have a long way to go and I have the zest to thrive towardscontinuous learning and improvement. 13
  14. 14. Sachin Bansal India: + 91 981248999 Australia: + 61 423358215 Member of International Association of Business Communicators (IABC) Member of Public Relations Consultants Association of India (PRCAI)Connecting Cultures Shared services ManagementSpeak Fun @ Work Business Partner BrandingDeveloping Employees as Brand AmbassadorsAdvertising Employer BrandingInternal meetingsRecruitment Marketing Event Management DeliveringExcellence Team-building eventsCorporate Social Responsibility Engaging EmployeesCorporate CommunicationsMedia Management Rewards & Recognition

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