Manitoba Hydro

Manitoba Hydro is one of the largest integrated electricity and natural gas utilities in Canada with the lowest electricity rates in North America, $27.3 billion in Total Assets and Annual Revenues of $2.6 billion.
I joined the team as a senior leader to enable Customer Centric transformation. I aligned Manitoba Hydro’s culture & digital solutions roadmap to enable rapid value creation & delivery for customers. 

Key Successes resulting in revenue acceleration, cost optimizations & employee engagement:
1- I designed the Business Capability Model for Customer Solutions & Experience team that I lead; I hired talented employees, created psychologically safe & learning culture for them to lead with agility
2- I set up governance structure to facilitate & accelerate customer centric transformation. I currently Co-Chair Manitoba Hydro Customer Committee comprising of HR, Technology, Engineering, Operations, Finance and Enterprise Transformation representatives
3- Re-imagined success to create a compelling customer centric vision leading to launch of Energy for Life brand with promise to improve lives of customers, employees, communities & the world leveraging our 97% green energy advantage
4- Aligned previously siloed digital solutions roadmap with customer centric enterprise priorities to accelerate value creation & delivery for customers across key Customer Journeys – Billing, Account Moves, New Customers and Commercial & Industrial customers
5- I accelerated development & deployment of digital self-serve solutions for customers operating at 97% Customer Satisfaction ratings and at 12x cost optimizations compared to Call Center
6- I led technology & cultural transformation of Customer Care; implemented GeneSys Cloud solution, ADKAR change management to empower employees to deliver on Manitoba Hydro’s brand promise
7- I established Data & Analytics and Customer Research practice to understand customer’s evolving expectations and to enable data & inisghts based decisions

Director - Customer Solutions & Technology

Bond Brand Loyalty

Bond is a global Strategy, CX & Loyalty Design consulting firm with presence across Canada, USA and EMEA. 
I was hired by Bond at onset of Covid 19 pandemic as Customer Centric business transformation expert to work with clients to accelerate digital transformation roadmaps.  As Senior Director, I led global portfolio of A-List clients in banking, fashion and aviation sectors. I invented Digital Acceleration program that drove US $7.4M in annualized incremental revenue for Bond while unlocking rapid value creation & delivery for clients.
1- 407 ETR - I led digital design of new loyalty program and Customer Journey Optimization to drive member engagement while optimizing existing processes to deliver cost savings to fund the loyalty program. Net Benefit estimated at $2.7 Million annually.
2- CIBC Aventura Portfolio - I led Customer Journey Optimizations to understand customer behavior, needs & expectations. I delivered a re-imagined mobile app experience enabled by cutting edge digital solutions that met bank's strict PCI compliance standards. Net Benefit estimated over $9M annually
3- Aeromexico – Led Journey Optimization across complex flight search, booking, booking changes, payments customer journeys on website & mobile app; led re-design of loyalty program Club Premier value prop with detailed financial analysis. Net Benefit estimated at over $5 Million annually.

Senior Director - Loyalty & CX Transformation

Pakistan International Airlines

As senior leader reporting to CEO, I was accountable to bring Pakistan’s national flag carrier back to profitability. I created a Board endorsed 5-Year transformational business model & core capabilities resulting in revenue acceleration, operational efficiencies and cost optimizations through while improving customer and employee experience. 
Key Successes:
1- I set clear vision to increase annual revenues from $670M to $1 Billion in 2 years. I made tough choices to optimize core functions - network planning, scheduling and sales & revenue management – to deliver USD $1.3 Billion in annual passenger revenue for 2018 exceeding target by $200 Million. 
2- I led strategic Market Planning leading to elimination of 7 destinations replaced with 11 profitable destinations with increased flight frequency that expanded market share.
3- I led digital transformation by aligning technology roadmap with key enterprise strategic priorities. Agile delivery resulted in migration to digital Passenger Services System winning IATA’s industry recognition, expansion of digital self-serve capabilities and workflow automations with net recurring cost savings of USD $23M annually.
4- I set and led an ambitious ancillary revenue generation strategy including monetization of airline’s Awards Plus frequent flyer program by launching cobrand credit card in partnership with MasterCard, establishing partner ecosystem offering multiple rewards earning & redemption opportunities – resulting in incremental revenue generation of over USD $ 7 Million or an upside of 600%
5- I led strategic and complex negotiations with Civil Aviation Authorities globally as well as Federal agencies on matters pertaining to Fair Skies policies, international interline & codeshare agreements, security matters, landing rights etc. to create benefits estimated at USD $44 Million for the airlines.

Senior General Manager - Commercial (Sales & Revenue, Marketing, Digital & Loyalty)

Etihad Airways

Scope was global to span across Etihad Airways Group including Etihad Airways (UAE), Alitalia (Italy), Jet Airways (India) and airberlin (Germany).
Key challenges: 
1- Etihad Guest loyalty program was seen as a cost center rather than a strategic asset driving passenger loyalty, revenue incrementality and profitability
2- Disengaged team in a fearful culture where innovation was risky
3- Missing core capabilities in key areas of operations, loyalty program design, partnerships, data & analytics, customer research, marketing and brand strategy.
My actions: I set a bold & pragmatic vision for the business to be the world’s best loyalty program that makes strategic choices to exponentially increase customer & employee experience while transforming into a profit center for the Etihad Airways Group. I designed the business model including core capabilities, put together a talented, diverse, innovative, and empowered team operating in a psychologically safe culture to bring our vision to life. 
From 2014 till 2018: 
1- Inspired by pragmatic customer centric design thinking, Etihad Guest went on to win industry awards for the best airline loyalty program globally
2- By creating 10x customer value at every touchpoint across critical customer journeys, Etihad Guest’s revenue increased by 14x to USD $1.3 Billion contributing 20% of overall Etihad Airways revenue, and with a profit margin of 24%
3- Leading my talented, motivated, and empowered team, I built partnerships portfolio – launching 3 cobrand credit cards that generated USD $ 150 Million in annual revenue at over 40% profit margin
4- I set up Etihad Guest as a Centre of Excellence for core capabilities in Operational Excellence, Data & Analytics, Sales & Partnerships and Marketing
5- Across Alitalia, airberlin and Jet Airways, my team made strategic choices to accelerate loyalty program member growth by over 35% to 21 million members delivering combined total annual revenue of almost USD $2.8 Billion in 2018

Senior General Manager - Loyalty Strategy & Partnerships

Bell Aliant

Reporting to VP Marketong, I was responsible for USD 1.8BN of annual revenues through customer acquisition, retention, customer experience  digital, new product introduction and customer care strategies.
I introduced Balanced Scorecard methodology to measure performance against targets.
Key Successes:
1- I successfully managed Bell Canada’s USD 500M new product FibreOP (TV, Home Phone and Internet) with FTTH technology. I hit market share targets and delivered over 100K new acquisitions in first year of launch
2- Product Development & Introduction: I created 3 simple bundles – Good, Better & Best – with ancillary add-on features. Strategy delivered Average Revenue per Customer of $108 per month against run rate of $97 with incremental monthly revenue impact of $2.2M and $ 24M of additional revenue annually. Ancillary product packages such as Video on Demand, HBO movies, sports packages, ethnic TV etc. had a very high conversion rate of 12% on email / social campaigns and 17% on campaigns through call center
3- Product Marketing: Developed customer stories with clear Unique Selling Propositions, launched an advertising strategy with 3 key objectives: Raise Awareness, Build Understanding and Drive Results. Testimonial driven campaigns were designed and launched on TV, Radio, YouTube and Facebook to communicate Customer Value Proposition
4- Pricing Strategy: Based on extensive market research, I opted for a 1/3/6 month promotional pricing at $99 per month for Good, Better & Best product bundles. Success: 87% of customers kept the high-priced  Better & Best bundles once promotional period finished
5- Online Sales: I simplified web experience by enabling multiple product selections, compare products and finalize purchase. Online sales grew from a 4% of total sales in 2009 to over 18% as of 2014
6- Loyalty: Reduced attrition from 3.5% to 1.4% through focus on product quality, first contact complain resolution, measurement of Customer Effort Score and NPS

Head Of Product Management = Loyalty & Customer Experience Operations

Maritz

As senior product strategy consultant with BlackBerry, I led strategy, design, planning and launch of global marketing campaigns for cutting edge BlackBeery devices including BlackBerry Pearl, Curve, Storm, Bold in partnerships with telecoms across North America. In 2009, I authored Consumer Insights report urging Research in Motion management to accelerate Consumer market expansion with Human Centered UI/UX devices and innovate legacy business model focusing on niche Corporate customer segment.

Consulting Director - CX & Loyalty

Virgin Mobile UK

Hired to lead an agile customer centric iterative development and deployment of Virgin Mobile Canada's postpaid product portfolio. Success: Postpaid voice and data plans rolled out within 90 days with over 15K new customer acquisitions in 3 months generating $4.5M in recurring monthly ARPU or Average Revenue per Unit.

Product Development Manager

TELUS Communications

Using SAS developed curated customer personas. Collaboration with marketing to create personalized cross sell, upsell and retention promotions by persona types. A/B tests and Stratified Control Groups to measure incremental revenue from telecom campaigns (set up stratified control. I developed SMART KPIs and automated performance reporting across a $6B organization. I led monthly Business Reviews with leadership team.

Senior Business Analyst of Business Intelligence & Marketing

20+ years of setting customer centric vision, business model, organizational design and talent management. Successful global leadership in Sales, Pricing, P&L accountability of over US $3 Billion annually. Design thinking and technology expertise to create award winning CX Strategy, Operations & Workflow Optimization, Digital Technology Solutions, Business Transformation, Change Management, Sales, Customer Loyalty and Data & Analytics.

A blend of desire and discipline fuels continuous learning. I successfully completed ServiceNow's Professional Change Adoption certification. It provides a comprehensive overview of ServiceNow capabilities along with organizational change management best practices. Grateful to my colleagues at Manitoba Hydro for inspiring me. Immensely grateful to Alex Chiang, Ian D. Fish, Jeffrey W. Betker for their mentorship. And big thanks to my friend Zaheer Jiwani at ServiceNow for his advice on this learning journey.
#servicenow #customerexperience #leadership #transformation #culture #changemanegement #utilities #CX #CIO #CXO  

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