Shiraz Hasan – Marketing Manager

CONTACT 503-504, Sai Hira Niwas, 18th Road, Khar West, +91 9867846163
INFORMATION Mumbai – 400052 shirazhasan91@gmail.com

EDUCATION MBA (Marketing and Finance), XLRI Jamshedpur 2015 - 2017

B.E. (Hons.) Electronics & Instrumentation, BITS Pilani Goa Campus 2011 - 2015

EXPERIENCE Marketing Manager, Cogoport Feb 2018 - Present

Backed by Accel Partners, Cogoport is a logistics e-commerce marketplace.

Digital and Content Marketing:

• Built the digital marketing and customer support verticals from scratch and led a team of 4
• Conceptualized & drove omni-channel (email, social media, website and offline) marketing
plans for special offers (Flash Sale, Diwali Dhamaka etc.), product launches (Imports, Rail,
Cogo Store, Swift Quotes), rewards program and referral program
• Drove customer acquisition and engagement – generated 5000+ leads and acquired 250+
transacting customers through social media, affiliate and digital channels
• Achieved average of 350+ transactions ($1.4 million+) per month through email marketing
• Prepared creative briefs for agencies for collaterals (videos and sales support toolkit)
• Developed and implemented content strategy - emails, social media, videos and print
• Ownership for lead generation, customer engagement and support through chat
• Planned and executed advertising campaigns – online and offline, including media buying

Offline Marketing:

• Lead for media and PR strategy, and media relations - Achieved media mentions (organic
and inorganic) with key messages in 30+ media houses and 2 press releases a month
• SPoC for partnership with Federation of Indian Exports Organizations, Govt. of India
• Led a team of 3 to conceptualize and execute 10+ events (sponsored and proprietary)

Product:

• Built in-house email marketing tool (with a team of 3 engineers), internal dashboards and a
hybrid chatbot (partially automated and partially human-based) for the website
• Worked with the product team in new product planning, development and launch
• Improved customer experience through platform and content optimization, leading to better
navigation, increase in search (37%), reduced drop offs (21%) and better conversion
• Collaborated with the product team to build internal products and processes for CRM

Interim Customer Success Team Lead, Cogoport Sep 2018 – Feb 2019

• Co-led a team of 15 responsible for generating business and customer relationships

• Responsible for customer segmentation and analysis, and implementing targeted strategies
 • Grew business by 1.4x with a 2.3x increase in profit - 490 unique transacting customers in 6
months and an average monthly revenue of USD 5 million
• M-o-M average customer conversion growth of 38% (93% jump within a month)
• Implemented best practices for customer onboarding, conversion, support and escalation

Co-founder and Partner, Guilt Trip Feb 2014 - Present

Guilt Trip is a bakery and café chain with outlets in Mumbai and Hyderabad.

• Scaled the brand to 11 outlets pan India with a total annual revenue of INR 15 Crores+
• Developed content and marketing strategy across different touch points
• Achieved alliances with corporate houses such as Zee, Red Chillies, LinkedIn, and Unilever
• Increased efficiency through improved operations and advised on partnerships & franchises

Consultant, Positive Moves Apr 2017 – Jan 2018

• Responsible for managing end to end lifecycle of executive search deals – closed four roles
• Successfully pitched for the role of Head, Investment Banking for a financial services firm
• Project on ‘RegTech’ acknowledged by managing partners as the best project

MBA SUMMER
Citibank, Mumbai Apr 2016 – June 2016
INTERNSHIP
• Awarded pre-placement offer (PPO) based on performance and business impact
• Project showcased as best practice to other units within the division
• Saved ~52 man-days in a year through process improvements and solutions
• Evaluated, optimized and automated more than 10 operation processes of the unit

ACADEMIC • National finalist (Top 10 out of 500 teams), Marico’s Face Off – repositioning Saffola Oats
ACHIEVEMENTS • Campus finalist, HUL IT’s Reboot – digital strategy for Dove’s Real Beauty campaign
• Campus finalist, J&J’s Quest – positioning strategy for Clean and Clear fairness cream
• 99.96 percentile in XAT 2015 (Top 0.08 %ile in Verbal & Top 0.18 %ile in Decision Making)
• AIR 6191 in IIT JEE 2011, out of 5 lakhs and AIR 5886 in AIEEE 2011, out of 11 lakhs

CO- Chief Coordinator - Sponsorship and Marketing, BITS Goa (2013 – 2014)
CURRICULAR • Led a team of 70 & raised sponsorship worth INR 1.3 Cr (YoY increase of 16%) through 91
ACTIVTIES sponsors (YoY increase of 21%) for the national cultural, tech and sports festivals
• Managed branding of sponsors & implemented marketing deliverables offered

Co-Founder, Logic Gate (2011 – 2012)

• Led a team of 8 to conceptualize & host inter-school quizzing events for two years
• Achieved a participation of 3000+ (YoY increase of 500%) from 10 schools of Ranchi
• Prepared strategic framework for the prelims, media coverage, sponsorship & content

EXTRA- • Vocalist and guitarist for Bodhi Tree, XLRI’s official music band
CURRICULAR • Blogger at indieatthedisco.wordpress.com – music reviews and recommendations
ACTIVITIES • National winner, Just About Write – poetry competition, Bitotsav 2015, BIT Mesra
• International winner, Mood Indigo’s online treasure hunt, IIT Bombay (25000+ participants)