Nikunj Shah

• Lead city operations for PhonePe’s Pincode in Mumbai, managing a team of 60 (direct and indirect) across onboarding, account management, marketing, logistics, and catalog management.
• Drive partner onboarding and account management for retail partners across 18 categories, ensuring seamless integration and sustained engagement.
• Develop and execute city-level strategies to enhance customer experience, optimize partner performance, and achieve business objectives.
• Oversee hyperlocal marketing campaigns and logistics coordination to ensure efficient operations and timely deliveries.
• Monitor key performance metrics, foster cross-functional collaboration, and deliver actionable insights to improve operational efficiency and market growth.

Mass offline team focuses on driving PhonePe acceptance at offline merchants across urban and rural markets across the country.

CM is responsible for building and maintaining a strong relationship with the Merchants, DSAs and sales executives. The role also requires developing a keen and sharp understanding of local merchant/customer’s needs and hence, driving PhonePe transactions based on both brand positioning and local requirements. The incumbent will be responsible to set up and drive the team to achieve the acquisition & quality targets.

Reporting Matrix: The role will report to the Regional Head and will have 8-10 Territory Sales Managers as direct reports and 70-80 business development executives as indirect reports.

Business Growth:

• Grow distribution and market share in the assigned area of operations
• Identify, interact and develop DSAs to align and drive business in the market
• Synthesize inputs on local competition from TSM and verify for authenticity across geography. If a local initiative is identified then formulate and launch counter-strategy
• Analyze data and identify improvement areas, corroborate through market visits to identify sweet spots for performance
• Benchmark and compare performance with territory to broad base good practices
• Plan market size, span & geographies for TSM / TL / BDE / FL’s
• Should be able to device the best methods for communication of plans/targets to the team so that there is minimum expectation vs delivery gap
• Ability to understand formats/data so as to gather right information, viz, in cases when we want them to do surveys and develop insights

Stakeholder Management:

• Handle merchant escalations in market & partner with various internal stakeholders to resolve them
• Partner with cross functional teams like Marketing, Sales Capability and HR to ensure appropriate levels of market collaterals, headcount, onboarding experience, etc.
• Implement processes and metrics for tracking progress and setup review mechanisms with all the stakeholders
• Ensure payouts to and from DSA are done as per process and timelines including accurate calculations and disbursement.

People Management:

• Drive hiring of TSM, BDEs & RTLs to ensure 100% manning in the team
• Onboard the new team members and help them assimilate PhonePe ways of working
• Participate in performance appraisal process sharing insights about the team and sharing relevant feedback with team members for their growth & development
• Coach TSMs regularly to allow them to better manage the input and output deliverables of BDEs
• Understand the reasons of exit and take corrective action to reduce attrition
• Drive team level R&R and engagement practices

Quality Management:

• Monitor quality parameters like KYC, PFB usage to identify gaps, & initiate corrective action
• Validate audits conducted by TSMs and evaluate the process followed & inputs shared by TSM
• Monitor performance on compliance parameters to ensure zero deviation

• Analyzed key aspects of business to evaluate factors driving results and summarized into presentations.
• Mapped current business and operational processes and recommended areas for improvement.
• Led the Team projects including Zomato Pro, Competition tracking, Market Share Analysis, Price Parity, Discount Parity, Visibility Factors and some others projects too.
• The above mentioned projects were driven for team for all the restaurants in Thane, Navi Mumbai and Central Mumbai regions.
• All responsibilities as a Account & Sales Manager.

Marketing & Advertising

• Creating Advertising Campaigns for Restaurant Brands to promote growth and boost sales on the platform.
• Finalizing Cost Per Visit (CPV) for each Brand depending on the sub-zone and location.
  e.g. ₹17- ₹19 per visit for sub-zones like Thane & Navi Mumbai since these are Competition strong zones whereas ₹29 - ₹32 per visit in Jogeshwari/Andheri/Vile Parle.
• Advising merchants for the number of clicks to be brought on basis of current brand position.
• Defining Brand specific Advertising budget to Clients and converting them on Advertising Services ranging from Top Brands, Top Feeds, Video Impressions, Cuisine based Impressions & Burst Campaigns.
• Up-sell & Cross Sell Advertisement services.
• Achieved 100% Ad Sales Target each & every month till Date. Have crossed 120% in April, May, June, July & August. Followed by 105% in September, 111% in October, 108% in November & 113% in December.
• Achieved & maintained the Highest Ads/CV in the City MoM.

Accounts Management

• Establish and maintain relationships with Brands & Restaurants to provide them with assistance to any problems they may encounter.
• Headed as Accounts Manager for CNMT Zone (Central, Navi Mumbai & Thane).
• Assigned as an Accounts Manager for 130+ Top accounts in the Zone.
• Analyzing through Revenue generation, Order Through Rate, Rejection percentage, Visibility percentage and providing merchants with Growth Plans with a combination of Ads+Combos+Promos+Menu Re-engineering to boost sales.
• Ensured the Zone had a rejection percentage below 1% to have a great customer experience and have it in-line with respect to City Rejection percentage.
• Advising restaurant managers to create Combos according to Customer analytics to increase number of orders & AOV (Average Order Value) simultaneously Month on Month to achieve revenue growth.
• Approaching brands & restaurants to participate in Promo codes & Restaurant discounts since these have very high visibility parameter.
• Advising restaurants to curate Meal for One during peak hours on weekdays with respect to cuisine demand, Platters on week ends and so on.
• Approaching & Converting select brands on Zomato Pro - a premium membership plan for customers wherein Zomato Pro Members get specific & special service with discounts and priority delivery.
• Evaluate menu parameters and organize Z funded photo shoots for select set of brands & restaurants.
• Ensuring on reducing Z burn gradually on Promo codes, Restaurant Discounts & Zomato Pro benefits by generating discount constructs with 100% or minimum 80% M Share.
• Keep an eye on Competition price & discounts parity to ensure lesser customer shift and better customer experience.
• Ensuring GMV recovery to pre-covid levels by Meal-time extensions, Visibility control, Different set of discounts to different set of customers (LA, UM & MM), Providing freebies and various other projects.
• Ensured Acquisition of 10 new targeted restaurants each month in my sub-zone.

• Assigned as Sales Manager[Online Ordering] for Mumbai Region including all 3 zones: North Mumbai (Andheri to Boisar), South Bombay (Vile Parle to Churchgate) & CNMT (Central Mumbai, Navi Mumbai & Thane).
• Prospecting Leads in all zones by ways of barging in & Online Presence.
• Create Lead sheet by Zomato SnD and walk-ins in the sub-zone to be onboarded on Online Ordering.
• Breached Swiggy Exclusivity of 2 Crores with Brands like Peetuk, Spenta and Apsara Ice Creams.
• Recorded Highest Month Sales in the City at 117 outlets in September'2019.
• All the KRA as before with Area Extension.

• Assigned as Sales Manager[Online Ordering] for North Mumbai (Andheri to Boisar).
• Launched Zomato in Dadar, Bandra, Borivali, Dahisar, Mira Road, Vasai, Virar, Palghar, Boisar, Alibaug, Panvel, Vashi and in other partial zones.
• Connecting with Restaurant Owners > Demonstrating Value > Handling Objections > Negotiation on Commissions > Closing the Deal > Onboarding on Online Ordering > Briefing the Relationship Manager(about the merchant) > Assign them the RM.
• Ranked 4th in the Zomato Saleus' League in August'18 by Onboarding 82 Restaurants in a single month including 11 Legendary Outlets.
• Onboarded brands like Veg Treat Hospitality, The Belgian Waffle Co.(Mumbai Outlets), Bhagat Tarachand, Rabdiwala, Yewale Amruttulya, Souffle (70 Outlets), Yellow Banana Hospitality.
  

Project Title : HRMS/HCM Solution for Client Acquisitioning & Retention accompanied with Lead Generation, CRM & KAM.

Work involved:

• Barging
• Re-connecting Dormant Leads
• E-mail Campaigns & Cold Calls
• Digital Marketing
• Database Creation