Kamesh Balaji

Dynamic and strategic Marketing and Loyalty Manager at TotalEnergies, focused on driving brand growth, customer engagement, and operational efficiency. With a comprehensive background in handling the company’s A&P budget and orchestrating both ATL (Above The Line) and BTL (Below The Line) marketing activities, I bring a wealth of experience in crafting and executing high-impact marketing strategies. Key Responsibilities & Achievements: Strategic Growth & Brand Management: Accountable for enhancing brand equity and driving data-informed marketing initiatives to achieve measurable impact on revenue, customer retention, and campaign performance. Manage all brand assets, including visual identity systems and station-level signage. Loyalty & Customer Lifecycle: Design and optimize CRM-driven loyalty frameworks to improve Customer Lifetime Value (CLTV) and reduce churn. Lead omnichannel loyalty journeys using various touchpoints like apps, QR codes, and SMS. Performance-Driven Marketing: Own the go-to-market (GTM) strategy and end-to-end campaign lifecycle, from briefing to post-campaign evaluation. Develop market segmentation strategies for hyper-local targeting and manage a 30 Million INR annual marketing budget with clear ROI metrics. Stakeholder & Vendor Governance: Serve as the strategic marketing business partner for zonal teams and internal functions. Provide creative oversight, marketing briefs, and KPI dashboards to third-party agencies for scalable execution. Ensure alignment with the Central Procurement Office (CPO) for campaign approvals and compliance.

With over a decade of experience in the energy sector, I am a results-driven Regional Manager with a proven track record in managing and optimizing operations across diverse fuel and energy supply chains. I have overseen the seamless functioning of 30+ retail fuel stations, driving consistent growth and efficiency. Key Responsibilities & Achievements: Retail Fuel Operations: Managed 30+ retail fuel stations, ensuring optimal performance and customer satisfaction through strategic planning and efficient resource allocation. B2B Fuel Business: Spearheaded a robust B2B fuel business, delivering 40 KT to industrial customers, fostering strong client relationships and ensuring timely, cost-effective fuel supply. Mining Supplies: Successfully managed the supply of 120 KT of fuel to mining operations, optimizing logistics and maintaining rigorous safety and compliance standards. Lubricant Business: Directed a 40 KL lubricant business, including warehousing and logistics, enhancing distribution channels and inventory management to meet market demands. LPG Business: Oversaw a 50-ton packed LPG business with a portable bottling plant, ensuring safe and efficient bottling processes while expanding market reach. My leadership style is centered around fostering a culture of excellence, innovation, and collaboration. I am passionate about driving operational efficiencies, enhancing customer satisfaction, and achieving business growth through strategic initiatives and strong stakeholder management.

Analyzed Market Trends: Conducted thorough analyses of market trends and competitor activities, adjusting strategies to maintain a competitive edge. Leveraged CRM Systems: Utilized CRM systems effectively to manage customer interactions, efficiently track progress towards goals, and evaluate overall performance. Built Collaborative Relationships: Fostered collaborative internal relationships between departments such as marketing, operations, and finance, supporting the achievement of shared objectives and creating a positive working environment. Cross-Functional Collaboration: Worked with cross-functional teams to ensure seamless product delivery and enhance customer satisfaction. Exceeded Sales Targets: Consistently exceeded annual sales targets through proactive prospecting, effective pipeline management, and diligent follow-up efforts.