Nidhi Bhasin

• Define the strategy and lead Analyst relation campaigns for BT • Engaging top-tier analysts with the CEO and his leadership team to drive awareness to drive disruptive GTM models • Land positive global coverage of BT’s strategy and capabilities in leading analyst reports and surveys from reputed firms such as Gartner, IDC, Forrester, ISG, etc. • Lead the end-to-end planning and delivery of BT’s annual analyst event to influence and educate industry analysts on BT’s strategy, plans and priorities • Drive innovation and improvements on internal and external marketing comms • Lead and motivate the Global Analyst Relations team in the UK and overseas • Budget management and annual contract negotiations with analyst firms

• Set marketing KPIs and targets in line with overall business targets • Monitored and communicated progress toward quarterly and yearly goals to the MD and wider marketing team, adjusting where needed to stay on target • Transformed complex reporting capabilities and simplified key processes through on-going improvements and automation • Drove the bi-annual brand study to understand perception of products, brand and services • Led and motivated the marketing reporting team to deliver business critical reports and analysis on campaigns performance, ABM, portfolio and digital performance globally • Collaborated with digital agency for launch and optimisation of digital campaigns Achievements: • 2021: Introduced the first cloud-based, fully automated analytics platform which transformed the reporting landscape for global marketing team resulting in 84% uplift in campaign revenue, 25% uplift in marketing tagging and 3% uplift in campaign conversion • 2018: Launched global PPC campaign

• Led the entire end-to-end campaign development and management • Delivered large scale through the line demand generation and consideration campaigns for BT Broadband/ Fibre, BT TV and BT Sport • Developed marketing strategy for new product launches such as BT Smart Hub, launch of BT products into retail ensuring high visibility and engagement • Drove seasonal direct response campaigns such as Black Friday, summer and winter sales • Optimised in-life campaign to deliver campaign objectives and effective ROI • Led internal cross-functional teams on campaign integration across all customer touchpoints • Collaborated and coordinated with a diverse set of internal stakeholders across commercial, legal, digital, retention, brand, media, PR, planning and insights • Secured buy in on campaign strategy, GTM and execution at Director level • Responsible for an annual marketing budget of £12 million • Managed the day-to-day relationship with external creative and media agencies on planning, execution, delivery and reporting of campaigns Achievements: • 2017: Winner ‘Best Integrated Campaign' award at Marketing Academy Awards • 2016: Led the BT Infinity campaign which was voted 5th most liked ad in the UK and got BT recognised as the only Telco to appear in the top 10 most liked ads (Ref. 09-December 2016 Campaign magazine) • 2016: Delivered +15% uplift in consideration for BT along with delivering a reach of 17m people on social media generating 30,000 visits to the product page, 219k visit to the website in the launch month and 446k across the quarter • 2016: Recognised for ‘Creative of the month' by the Drum for BT Infinity ATL campaign • 2015: Delivered the highest number of Broadband sales in a single day in BT with the Black Friday campaign

• Delivered BTL and digital campaigns for BT Broadband, BT TV and home movers • Communicated quarterly campaign and proposition changes to BT’s UK call centres staff in an engaging way • Campaign optimisation and reporting • Collaborated on campaigns with creative and media agencies Achievements: • Uplifted response rate to over 5% and conversion to 12% on home movers’ campaign while maintaining a low CPA throughout • Launched home movers digital campaign and grew the acquisition and retention data • Implemented innovative solutions and onboarded external partners to drive an increase in campaign conversion

• Launch and acquire new customers for BT’s WLR services on Madasafish platform • Work with external creative agencies and internal design team to conceptualise, design email and BTL consumer marketing campaigns • Identify key areas of product enhancements with a view to reduce churn and increase upsell • Provide training to call centre staff in South Africa. • Liaise with external PR agencies for regular PR releases

• Develop robust marketing campaigns for customer acquisition. Work closely with creative agencies to deliver BTL campaigns and improve existing customer comms. • Identify and suggest product improvements. Review and analyse product changes with internal teams and key stakeholders • Promote the product at trade fairs and exhibitions on an international platform

• Conceptualise and execute ATL and BTL campaigns for brands such as DHL, Novartis, Citibank, Colgate and Heinz-India, HPCL- India, IOCL-India and Daikin Air Conditioners