Amit Tandon - Director, Genuus

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Work Background

GenuusDirector, Content Development

Jun. 2021Dubai, United Arab EmiratesGenuus is an award-winning global marketing services company with a presence in the Middle East and SE Asia. Clients of Genuus include Banks, Fintech, Healthcare, Retail, Consumer Packaged Goods, Retail, Oil & Gas, and Technology companies. Drive reach, awareness, and revenue with content: Map out a content strategy that supports marketing operations for our clients with a team of specialists. We've been successful in increasing conversions on the clients' channels by 28%. Drive Inbound Marketing and Growth Hacking programs for clients: Integrate SEO, Social Media (Earned, Paid & Shared), Email marketing, Webinars, Newsletters, Podcasts, and Blogs into content plans for clients. Witnessed a growth of more than 40% in qualified leads for clients. Implement Marketing Technology (Martech): Implement Martech for clients as marketing-as-a-service. Introduce and manage partners for Digital Experience Platforms, Email Automation, Marketing Cloud, CRM, Social Listening, ecommerce, and CMS software. Publishing and Community building: Editor of fixbracket.com - a recently commissioned community blog for Martech and ‘everything digital’ enthusiasts. The blog has over 10,000 newsletter subscribers. Managing a team of content creators: Recruit and onboard in-house as well as outsourced specialists – designers, copywriters, and application developers. The current resource pool of outsourced ‘on-demand talent’ across countries is 200+ specialists. This has improved our turn-around time by 30%. Virtual CMO: Provide advice as a member of leadership teams of start-up clients, representing them as their virtual CMO.

Global Channel ResourcesCMO

Jan. 2020 - Jun. 2021United Arab EmiratesGlobal Channel Resources (GCR), headquartered in Taiwan is one of the largest aggregators of IOT (Internet of Things) and SaaS solutions in Asia with a keen focus on the Retail, Manufacturing, Media, Education, Supply Chain and Banking segments. GCR owns and operates a B2B ecommerce marketplace in various countries. GCR is a client of Genuus and I was deputed as a virtual CMO (a service offered by Genuus). My Role entailed: I was responsible for implementing marketing strategies for GCR globally. GCR has a presence in 6 countries. Drove traction on the demand-side and supply-side of the B2B (ecommerce) marketplace through paid campaigns on social media, search engine marketing, email marketing, events, partner programs, and webinars. Onboarded 3000 channel partners (demand-side) and 900 technology partners (supply-side). Executed region-wise marketing strategies to onboard technology providers and Channel Partners. Introduced and implement new Partner Programs. Built alliances and partnerships with Government bodies and Trade Associations by participating in exhibitions, panel discussions, webinars, and forums. This provided us access to over 5000 partner prospects (Demand and Supply side). Implemented marketing technologies namely Vtiger CRM, SEMRush to improve performance with specific KPIs. Lead globally diversified cross-functional growth-minded teams to achieve organizational objectives. Mentored and managed a team of 35 specialists in Product management, Digital marketing, Channel enablement, Inside Sales and Domain consultants. Drove revenue through New Business Streams such as ‘Marketing Services’. Built awareness for Taiwanese brands (new entrants) in new geographies through Digital Marketing and Channel engagement activities. Increased revenue by 22%. Synthesized periodic marketing reports on the progress of the business across the region. I was the 'Interim' Country Manager for India where I was responsible for the region’s P&L.

Genuus Brand Advisory Pvt. Ltd.Director

Dec. 2012 - Jan. 2020Mumbai Area, IndiaI led the Brand Advisory Practice and lead a team of marketing and technology specialists to deliver revenue targets and business goals. The targets were delivered by formulating marketing strategies, executing integrated marketing campaigns, and managing relationships with 140+ clients in various industries. I commenced operations in Singapore. Generated revenue in the first year through digital marketing retainers and UX Research & Design projects. I launched Genuus’s own AI driven 'Digital Asset Management' software. I worked closely with the engineering and UX teams to develop a product that can be used by small and large companies. I was responsible for the ‘Go to Market’ strategy and execution to generate leads across regions. We onboarded 18 clients in the first 3 months. I was responsible for strategic alliances with AWS, Digital Ocean, and Wasabi to deliver cloud services to support web and mobile applications for clients. Cloud services contribute 15% of the overall revenue of Genuus.

AGS Transact Technologies LtdCMO

Jun. 2006 - Nov. 2012Mumbai Area, IndiaAGS Transact Technologies Ltd, a ~USD 300 million public-listed company, is a leading Digital Payments company & IAD (Independent ATM Deployer) with a presence in India and Southeast Asia. Introduced new products and categories (namely Currency Technology products, mPOS and digital payments) through integrated marketing campaigns, trade shows and in-house events. The business from new products represented 23% of total revenues. Under my marketing leadership, AGS was rated among the ‘top 3 brands’ in the payments industry by research agencies because of the culmination of extensive brand awareness activities, Digital marketing, PR, Content Marketing, and ABM (Account Based Marketing) initiatives. Introduced the AGS Newsletter and brand publications. Edited these in-house publications with a team. The newsletter was awarded by ABCI (Association of business communicators, India) from 2009-2012.

Kansai Nerolac Paints LtdCategory Manager

Dec. 2004 - May. 2006Mumbai Area, IndiaA Kansai Company (a world leader in paints), with the largest market share in the Industrial segment is the Challenger brand in the paints industry in India. I was responsible for the P&L of premium brands of emulsions, distempers and enamels with a team of Brand managers. With a team of brand managers and product specialists, I Introduced a new range of emulsions and enamels under the ‘Nerolac Impressions’. Responsible for Brand Management for all brands. I Introduced tools such as ‘nVison’ to enable Institution Sales, and style guides to help consumers and influencers visualize the experience of having a particular range of colours on walls. I was responsible for generating revenues from the deployment of paint tinting operations (Colorscapes) at retail stores. I was responsible for building the equity for the home paint services ‘Home Stylers’ - an end to end on-demand service where you can get your home painted by specialists. I was a member of the team that introduced the new Corporate Identity of Kansai Nerolac Paints Ltd. - an important event in the rich history of the company.

ShellMarketing Manager

Jun. 2000 - Dec. 2004Mumbai Area, IndiaRoyal Dutch Shell is one of the largest international investors in India's energy sector among all globally integrated oil companies. In India Shell has a foothold in Lubricants, Retail Fuel, Bitumen, LNG, LPG and Aviation Fuel. I managed Brand "Shell Gas' and executed the Strategic Marketing Planning Process for Domestic, Commercial & Bulk LPG in India, I was a member of the leadership team. I was responsible for Advertising, PR and Marketing Communications for Shell Gas in India.

Reliance Industries LimitedSenior Sales Officer

Nov. 1998 - May. 2000New Delhi Area, IndiaReliance Industries Ltd. is a Fortune Global 500 company and is the largest private sector company in India. I was responsible for Sales Management, Network Planning and managing channel partners (Distributors) for the Domestic LPG business, in key markets in India. I had appointed over 150 distributors in India.

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