urvi laroia

* Reporting directly to the CSO and working closely with the C-Suite on implementation of several cross-functional projects * Channel Anchor for company owned outbound sales model with 45+ teams; Responsible for driving growth, productivity, input tracking and sales conversions; Business contribution up from 39% to 44% & 12% frontline productivity growth in that period * End-to-end overseeing of distribution expansion via spoke model to 13 new locations in two years * Implemented processes to double the conversion rates of digital leads (from 0.8% to 1.8%) * Setting & executing the right incentive design for sales teams * Heading team of 3 that drives monthly & annual innovative reward & recognition programs for 1000+ sales employees to drive higher productivity * Spearheaded the company sales budgeting cycle consecutively for two years * Conceptualization of a prepaid shorter tenure product aimed for NRIs settled in International markets

* Initiation of sales communication along with facilitated sharing of best practices * Responsible for designing innovative sales offers, & its communication strategy for relevant stakeholders * Successful execution of key sales development projects like Exception Management, Mystery Audits, Guaranteed Holidays, introduction of self-reference sales, customized sales pitches for training etc. * Design, back-end process & communication refresh of member referral scheme (Jan’14) leading to 15% jump in referral sales in Q4 * Regular business analytics

Analyzed Nestle’s sales and distribution system. Accompanied company sales officer to modern & traditional retail for insights. - Studied the brand Blackberry & the effect of its recent repositioning. Also inspected its brand identity and brand elements. - Examined impact of values, beliefs and culture on consumption patterns in Socio-Cultural Region of North Punjab (Amritsar) - Conducted in-depth interviews to draw consumer insights and correlate psychographics & life situations to brand loyalty for tea. - Interviewed kirana shop owners to find out the changing trends in shopping behavior of buyers due to growing modern retail. - Conducted a backward market research including Focus group discussions & live field surveys to analyse consumer responses towards coffee shops. Analysed results to recommend Starbucks’ market entry strategy in India: differentiated menu & ambience options.

Founder member, Crossroads, ITM – Instituted the first cultural society at Institute of Technology and Management - Architect, Fiesta, the annual Crossroads’ fest. Led a team of about a hundred people on two occasions– Fiesta & Fiesta Reloaded - Grade A, Level 1 Certificate in Business English (ESOL) by British English Council of Europe from University of Cambridge.