Divya Krishna Vepachedu, CLMP

Experience

• 

  Bennett Coleman & Co. Ltd. (The Times of India)

  Aug 2007 - Apr 2008

  Sales Coordinator

  Contacting prospective clients for Timesjobs.com. Pitching to them different services according to their requirements. Coordinating with the Sales team.

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  Direxions

  Apr 2008 - Oct 2014

  Account Manager - Client Servicing

  (i) Kaya Skin Clinic: Managing the loyalty programme – Kaya Smiles & CRM activities for their customers and also handling Partnerships & Alliances with other brands. Basic job role included conceptualizing and managing monthly campaigns based on data insights, segmented communication, gathering and documenting learnings. In my 1 & ½ year stint with Kaya, I handled 6 big campaigns, launched a website, brought in 7 Partners and managed a customer event.(ii) Levi’s: Managing their customer Loyalty program – Levi’s Loop. Worked on 3 EOSS campaigns (Member Preview + Main sale) along with new product launches, redemption campaigns and standard mile stone achievement campaigns for the brand. (iii) Condé Nast India (Vogue+GQ+CNT+AD): Working on subscription management for all the four magazines owned by the company & also handling Partnerships & Alliances. Have worked on launches of 2 titles - Condé Nast Traveller (CNT) and Architectural Digest (AD). Scope of work included month on month campaign planning and execution for acquisition and retention of subscribers, courier management, and database management.(iv) BPCL: Managing PetroBonus (Customer Loyalty programme) and Smartfleet (Fleet Loyalty programme). Conceptualising and launching campaigns like Sales Campaign once a quarter, activation campaign, dealer education campaign, surveys etc. Also, managing standard activities like Quarterly point statement and Monthly sales dashboards. Apart from these, have also had a chance to work on the following clients:• Customer Loyalty Programmes: Maxit (LoyaltyOne), Idea Select (IDEA)• Channel Loyalty Programmes: Unnati (Novartis), Milan & Udaan (Cadbury), High Rise (ICICI Home Loans), IOCL Lubricants & Fleet programme.• Other Projects: HDFC Mutual Funds, Intel Show less

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  JetPrivilege

  Oct 2014 - Nov 2015

  Loyalty Marketing and Campaign Management

  Tracking business goals and key KPIs like acquisition, activation, retention & redemption and develop member engagement and communication plans to meet monthly, quarterly and yearly targets. Working closely with air, non – air partners, data analytics and operations teams to identify various need gaps and launch campaigns to bridge them. Overseeing segmented and relevant direct communication to members through email, SMS and other digital channels. Working closely with creative agencies and campaign execution teams to ensure smooth and error free deployments. Monitoring campaigns, analysing results, reporting and documenting learnings of all campaigns. Show less

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  Lakmé Lever Pvt. Ltd.

  Nov 2015 - Jul 2017

  Manager - CRM & Loyalty

  • Designed and executed the launch of the loyalty programme – Runway Rewards & other satellite programmes like Referral & Happy Hours. Post launch, conducting regular activities, campaigns and events for the highest tier members in order to reinforce the programme benefits• Tracking CRM goals like Active Customer rate, Average Customer Value, Redemption rate, Referral & Tier Upgrade along with business goals like Service Invoice Ratio, Frequency of customers and designing campaigns & interventions. Also launched Lifecycle Management Campaigns which can be automated and executed basis the customer’s history & their predictive behavior.• Active involvement in loyalty configuration, UAT testing and migration to the new POS & Loyalty engine, ensuring seamless movement between systems.• Had also taken up an additional role of handling Ecomm for Lakme Salon. Liaising with various Ecommerce companies to drive additional footfalls to the salons by setting up a Lakme Salon Store on Nykaa.com or driving cohesive offers with other HUL brands on Flipkart, Amazon, Big Basket etc. Show less

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  Edenred India

  Jan 2018 - Jun 2021

  Growing, managing and retaining the business under the Customer Relationship Management (CRM) vertical. Leading and training a team of highly motivated individuals to handle business independently and providing best in class Loyalty Marketing Consultation / Services to our clients. Creating and leading new Martech initiatives and products focused on Retail Industry to carve additional business opportunities for the company. Liaising with APAC product teams to give insights into Indian Market to make them more relevant for the country. Show less

  • Customer Success Director

    Mar 2020 - Jun 2021

  • Account Director - Client Services

    Jan 2018 - Mar 2020
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  Epsilon

  Jun 2021 - now

  Loyalty Strategy

  • Sr. Manager, Strategic Consulting, Loyalty

    Mar 2023 - now

  • Manager, Strategic Consulting - Loyalty

    Jun 2021 - Mar 2023