Tamseel Alvi
Segment Manager at Zong (China Mobile Pakistan)
- Location
- Pakistan
- Industry
- Telecommunications
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Tamseel Alvi's Overview
- Current
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- Segment Manager - New Segments (Women and Rural) at Zong CMPak Ltd (A China Mobile Company)
- Past
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- Brand Strategy Manager at Zong CMPak Ltd (A China Mobile Company)
- Strategic Planning Manager at RED Communication Arts
- Strategic Planning Manager at Contact Plus
- Education
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- Institute of Business Administration
- Institute of Business Administration
- Recommendations
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3 people have recommended Tamseel
- Connections
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421 connections
- Websites
Tamseel Alvi's Experience
Segment Manager - New Segments (Women and Rural)
Zong CMPak Ltd (A China Mobile Company)
Privately Held; 1001-5000 employees; Telecommunications industry
January 2012 – Present (1 year 6 months) Islamabad
Roles and Responsibilities
• Business Modelling: Complex business case development with multi variable and pivot point analysis for new customer segments using BI and external research and matching them with organizational capability
• Project planning and Operational management of launching new customer segments through market research, product development followed up with brand communication through relevant channels
• Brand Management: Complete profit and loss management of new customer segments through supervision of all 4 P’s of the commercial process
• Advance Analytics: Critical eye for analyzing business cases through elaborate and meticulous number crunching
• Channel Expertise: Customer touch point analysis, audits, sales and revenue forecasting. Development of relevant programs to enhance customer experience at each touch point including digital and
• Customer Lifecycle Management: Advance customer profiling, micro segmentation and targeting through customized micro campaigns
Achievements
• Launched Flutter a series of products and services targeted to women and made it into the most successful campaign for zong with more than 500,000 new customer acquisitions in 8 months
• Lead change manager for cultivating new channel thinking in the organization for unconventional customer segments. Tied up with women universities for young women and developed door to door channel to create direct category preference for housewives.
• Led the launch of the rural segment under the banner of “Mera Gaon”, a sustainable growth blue ocean project for the organization expected to take CMPak to the 3rd spot by 2014
Brand Strategy Manager
Zong CMPak Ltd (A China Mobile Company)
Privately Held; 1001-5000 employees; Telecommunications industry
October 2008 – December 2011 (3 years 3 months) Islamabad
Roles and Responsibilities
• Strategize and Manage the development of mass media brand communication (TVC’s, print ads, outdoors and POS)
• Monitor all mass medium touchpoints and make sure that a consistent image of the brand is being showcased at all mediums
Achievements
• Won 2nd Prize in Pakistan Advertising Association’s 2011 Awards for Zong Handset TVC “Mujji Baboo Bunn Gaya”
• Revamped Zong’s brand key, including two major research projects Voyage of Discovery (Customer Profiling) and Honestly Yours (Trustworthiness of Telecom Pricing) and in the process took the Brand equity from 1.1 to 2.3
• Changed the rules of the game with M9 Launch. Created the first and biggest viral campaign in the history of the country with 20 viral videos. Targets exceeded by more than 150% as M9 subscriber base grew to 10% of the total Zong consumer base within 6 months
• Developed new VAS guidelines, groundbreaking GPRS and RBT campaigns which took VAS revenue to nearly 15% of the total revenue, a share higher than any telecom company in Pakistan
• Meticulously delivered on industry first Location Based Charging campaign which is the most successful campaign in the history of the industry
Strategic Planning Manager
RED Communication Arts
November 2007 – October 2008 (1 year) Karachi
Roles and Responsibilities
• Account Planning:
o Analyzing client briefs to understand client requirements, consumer insights and campaign needs
o Developing communication and creative briefs based on client input.
o Developing brand and communication strategies to effectively solve the clients brand issues
o Giving strategic direction to the creative team based on consumer insight and brand understanding to inspire them to come up with the effective ideas
• Strategic Planning:
o Key player in identifying company direction and organizational capacity building
o Part of the think-tank to identify improvements in internal systems and processes
• Knowledge Management:
o Mentoring employees on strategic thinking, selling and presentation skills
Achievements
• Won the first oversees account for the agency in the form of Afghan Wireless in a competitive pitch.
• Proprietary Strategy Tools Development
o Initiated and led to completion five new brand planning tools with relevant case studies which are still being used for Garnier
• Cybernet year round campaigns for WiMax, SME and Corporate sector
• Role: Lead Strategic Planner
Strategic Planning Manager
Contact Plus
Privately Held; 51-200 employees; Marketing and Advertising industry
February 2004 – November 2007 (3 years 10 months) Karachi
Roles and Responsibilities
• Brand Activation Planning:
o Understanding client briefs and translating them into media neutral creative briefs
o Transforming client briefs into experiential and engagement based ideas to gain maximum mileage for the client
o Generate ideas and briefing the creative team to develop support material for pitch presentations
o Make sure all ideas are based on bringing the brand to life in the minds of the customer
• Strategic Planning:
o Key player in identifying company direction and organizational capacity building
o Part of the think-tank to identify improvements in internal systems and processes
• Knowledge Management:
o Mentoring employees on strategic thinking, selling and presentation skills
Achievements
• Got Engro Foods Excellence Award for launch of Engro Foods UHT Milk, Launch and Year Round Brand Activation Campaigns (2006 and 2007) and took the company to its first billion of revenue after 1 year of operations.
• Launched the Engro Foods Tea Whitener brand (Tarang) which took the company to new heights of stardom and since then accounts for more than 50% of the company’s profits.
• Wall’s Cornetto – Flavors of Love Campaign (June ‘07- Sep ‘07)
o Conceptualized the story line for a viral campaign and drove the execution of a 12 episode drama series under the umbrella of ‘cornetto girl’
o Led the Interactive and Viral pie of the campaign from idea to execution
• Singlehandedly managed from Idea to Execution the Pakistan leg of Shell Project Guinness which saw Shell break a fuel economy world record
Tamseel Alvi's Honors and Awards
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Pakistan Advertising Association Awards
CMPak- August 2011
Won 2nd Prize in Pakistan Advertising Association’s 2011 Awards for Zong Handset TVC “Mujji Baboo Bunn Gaya”
Tamseel Alvi's Skills & Expertise
Tamseel Alvi's Education
Institute of Business Administration
Master of Business Administration (MBA), Management Information Systems
2002 – 2003
Institute of Business Administration
Bachelors of Computer Science, Computer Science
1999 – 2002
Tamseel Alvi's Additional Information
- Websites:
- Interests:
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Photography, Writing, Reading, Traveling
- Groups and Associations:
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Tamseel Alvi's Summary
As a marketing strategist, I have worked on the biggest brands of the world from Unilever, to Shell to British American Tobacco and to the most promising local brand of them all, Engro Foods. My 10 year experience as a strategic planner both on the Advertising Agency end and more recently at the biggest telecom company in the world has taught me both the depth and breadth of how consumers feel and how they behave.
Tamseel Alvi's Languages
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English
(Full professional proficiency)
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