SHANE FERNANDES

PROFILE SNAPSHOT
 A seasoned & competent professional with over 11 years of experience in Loyalty Marketing Strategy 
& Design, Program Management, Communications, Rewards Fulfillment, Marketing Analytics
 Cross functional exposure across Client Servicing, CRM, Channel Management, and Customer 
Relationship, Loyalty Marketing Solutions 
 Proficient in designing and executing Loyalty marketing solutions, employee RNR programs, CRM 
Approach 
 Hands on approach to develop profitable client relationships maximizing service satisfaction and 
generate referral / repeat business that contributes to P&L growth 

PROFESSIONAL EXPERIENCE
Mirum India Pvt. Ltd., Mumbai || Nov 2022 – Present
As CRM Strategist
Mirum India is an award-winning vibrant and dynamic full-service Digital Marketing Agency that has been in 
business for about 12 years.
Clientele list: Manyavar, Skechers, Mahindra Finance, GRT Jewelers

Job Role
• Developing innovative, data-driven, strategies to improve customer and business outcomes for CRM client engagements using SFMC platforms
• Key problem identification & solution design collaborating with the solution consultants & data/analytics team, future roadmap items and campaign optimizations 
• Articulating business and functional requirements, & engaging in strategic storytelling to align with internal and external stakeholders, leveraging performance metrics to identify and pursue mutual growth opportunities for our clients. 
• From execution perspective, identifying tasks and work plans, negotiating project scope, identifying and mitigating risk, managing client expectations, and ensuring alignment between requirements and downstream deliverables.
 

BI Worldwide India Pvt. Ltd., Mumbai || Mar 2016 – Nov 2022
As Account Supervisor 
BI Worldwide is a global performance improvement company and has been in operation for over 60 years with a mission to produce  measurable results for our clients by driving and sustaining engagement with their employees, channel partners, and customers.
 

Clientele list: Saint Gobain, IndiaFirst Life Insurance, Zensar, Kaspersky, L&T Group, VFS Global,
Job Responsibilities 

• Managed both channel and employee RNR programs for the BI Worldwide west region and 
launched over 5 global employee rewards and recognition & channel loyalty programs
• Leveraged strengths in cost-effective marketing management and vendor negotiations to end 
each year on an average of 10% under budget (without compromising business growth goals)
• Took ownership and accountability of KPIs and success measures to drive growth in assigned accounts; gained buy-in for measurement models from key stakeholders
• Partnered with multiple disciplines (including global campaign teams, digital teams, corporate marketing, product marketing, partner marketing and regional marketing) to drive visibility, engagement and demand in target accounts
• Managed Account-Based Marketing for strategic accounts at a global level
• Developed a year-long marketing plan to service global accounts across different industries
• Created an account specific theme which was in-line with account’s strategic priorities and the organization’s account plans for the financial year
• Designed relevant tactics (using all channels of marketing - online including social media, influencer and custom events) to communicate the theme across the duration of the plan
 

Veedma – A Data-Driven Digital Agency, Mumbai || Nov 2014 - Dec 2015
As Consultant Engagement Manager
Veedma‑ is a quintessential (un) agency where we work with brand and media partners to ideate, create, distribute, and measure high‑quality content based on a sound content strategy, digital touchpoint & distribution, and influencer marketing
Clientele list: Four Season Private Residences, Champions Tennis league

Job Responsibilties 
• Sourcing content material strategy for select clientele across various social media platforms
• Posted on relevant blogs, and seeded content into social applications as needed
• Developed content initiatives to launch blogs, video content and social media profiles in order to 
generate thought leadership and significant inbound marketing results
• Executed content marketing campaigns and its post campaign analysis
• Played a key role in developing, implementing and executing marketing initiatives and activities for assigned brands including campaigns (print, web, social media, broadcast, etc.), events, corporate responsibility programs and sponsorships

Hansa Customer Equity PVT, Mumbai || May 2014 - Sep 2014
As Asst. Client Manager
Hansa Cequity is an Indian Martech Company, specializing in data‑driven customer marketing solutions 
using analytics, digital & technology platforms
 

Clientele list: Tata Chroma, Hindustan Unilever- Be Beautiful
• Client Interface on content, campaign effectiveness, consumer trends, ROI and report management for my client set
• Executing CRM based communication campaigns using digital platforms like SMS, Emailer & App notifications
• Executing lead generation campaigns basis customer segmentation, customer spends, Ticket size and Ethnicity
• Analysis of website traffic using Google Analytics YOY growth of my business group
 

Direxions Marketing Solutions Pvt. Ltd., Mumbai|| Jun 2011 - Apr 2014
As Sr. Client Executive
Direxions is the most experienced customer loyalty, influencer, and channel Loyalty Company in India, 
working with leading B2C and B2B brands across most industries
Clientele list: Tata Photon, Castrol, Indian Oil
• Identified client interaction opportunities that included request for information & meetings 
• Communicated with existing customers via phone or email, developed and maintained professional relationship
• Provided technical support to end users, troubleshoots customer and user issues, and/or guides them through specific tasks and actions
• Worked on monthly and quarterly campaigns and post campaign analysis
• Prepared weekly JSR on channel loyalty programs
 

Freewrinkle Strategic Communications, Mumbai || Aug 2010 - Mar 2011 
As Account Executive
Clientele list: SiroyaFM, Mahindra Logistics, Packam Controls
• Responsible for the development and management of customer requirements and strategic business objectives into final 
product design
• Serving as a primary contact for key clients during design and implementation process
• Responsible for providing clients with a high degree of professional service to achieve successful product launch from 
inception to demonstration and training.
• Communicated frequently with customer teams and internal departments, maintaining accurate, current understanding of 
existing and upcoming customer projects and issues

ACADEMIC CREDENTIALS
Masters in Communications and Journalism from University of Mumbai, Mumbai in 2011
Bachelors in Mass Media from Nagindas Khandwala College of Management Studies, Mumbai in 2008
COURSES UNDERGONE
 Behavioral Economics Certification from BIW – Brainier in Dec 2017
 Design Thinking from Pensaar Design Inc in May 2020
 Business Analytics -Linkedin 
 Strategic Planning Foundations
 SFMC Email Marketing Certification 
 Lean Six Sigma 
IT Skills
 Microsoft Office
 Google Analytics 
 Social Media Analytics