Lelen Udayan

Reporting to the COO, I am responsible for building long-term competitive advantage, by designing and implementing strategies that increase profitability, provide a comprehensive customer perspective that enable executive decisions to increase the lifetime value and profitability of our customers.

I am also responsible for coaching and providing mentorship to the Customer Experience Teams, divided into Research and Analytics, UX and Customer Engagement, Continuous Improvement Practitioners.

This has been successfully achieved by:

- Implementing customer journey design and measurement

- Retention and nursery programmes

- Implementation of an omni-channel CRM solution

- Design and implementation of RFM segmentation

- Driving digital transformation

- In depth analytics of customer lifecycles

Execute, co-ordinate and manage the CRM channels including: - Setting up, sending, reviewing daily emails;

- Strategizing the CRM funnel and touch-points;

- Researching latest CRM concepts, tools, and opportunities;

- Setting up and quality control of newsletters;

- Reporting on newsletter performance;

- Utilizing previous research and reporting in order to develop an effective newsletter plan.

Executing, coordinating and managing automated mailings including:

- Conducting research to identify opportunities for additional automated communications;

- Setting up new automated CRM messaging using various CRM platforms, working with IT and design;

- Reporting and maintenance on CRM channel performance;

- Utilising results of reporting to optimize automated mailings. Subscription database management:

- Identifying new ways to grow subscription base and align with stakeholders to have them implemented;

- Segmentation of the newsletter database to effectively target subscribers;

- Researching industry best practice and new technologies and making proposals for implementation as well as be responsible for implementation with Stakeholders

Head customer centric retention marketing strategies

Define and implement:

- Customer profiles

- Customer segments

- Develop and implement customer profiles, segments and personas

Develop and manage:

- Customer Journeys

- Creative Briefs

- Marketing Promotions and Sales Incentives

Implement operational strategies:

- Managing ad-spend to maximise ROI

- Ensure that business operations align with meeting Intake and Net Sales Value targets

- Drive brand loyalty and customer satisfaction

Working with JLR UK, develop and implement a robust CRM strategy, including best in class customer journey to deliver on a premium JLR experience in SA and SSA.

Develop, implement and manage integrated marketing programs: - Grow the size and equity of JLR’s active customer base

- Retaining and growing best customer segment and assimilation of new customers

- Daily management and execution of the CRM program across current and past customers

Assess operational readiness of all CRM platforms and technologies: - Define investment requirements needed to remedy identified gaps

- Evaluation and implementation of Lead Management

- Evaluation and implementation of CMS and Marketing Automation Tools

Partner with Marketing and Agency partners to:

- Define and refine customer segments as needed

- Evaluate drivers of loyalty and repurchase intent across key customer segments

- Define customer and programmatic goals and KPIs

- Develop and maintain CRM marketing calendars, test plans and program briefs

- Track, measure and analyse performance of marketing programs and communicate results and insights to internal stakeholders

Brand Management:

- Provide thought leadership and raise the bar on how to evaluate the business from a customer perspective

- Define and govern the customer contact and channel strategy - Provide input into creative briefs based on analytic insights for target segments and bring best practice communication and creative discipline around customer marketing into our business

- Work closely with Sales and Customer Service teams to ensure measurement, tracking plans and analysis are strategically aligned and are fully functioning across all channels

Implement digital/social/CRM Marketing strategies to meet all GMSA’s brand requirements (Chevrolet, Opel, Isuzu) and identify synergies that are aligned with international operations.

- Manage Social activities for all brands

- Manage Digital Marketing activities for all brands

- Manage CRM Marketing activities for all brands

- Manage, supervise and guide the brand digital analysts

Manage Social Activities for all brands:

- Co-ordinate social hub activities to ensure that content across all relevant platforms are in line with expectations to enhance brand reputation.

- Implement social metrics and tracking to ensure that targets and goals are aligned with brand expectations

- Manage all agencies and ensure that roles are understood and tracked accordingly

Manage Digital Marketing activities:

- Optimise brand sites including website design and usability, internet lead generation and search engine optimization

- Optimise in-market search and display opportunities

- Implement and manage digital campaigns in conjunction with the brand teams, creative teams and agencies to optimise all “above the line” activities