Atalbihari Baddar
Branding & Digital Marketing Professional | IT & Digital Transformation Expert | Project Management Professional (PMP)® | 23 Years of experience in Travel & Hospitality, e-Commerce,
e-Learning, IT domain.
- A creative professional with a blend of visioning and execution of Digital Strategies with inputs from stakeholders that drive Revenue, Customer Engagement as well as Business Intelligence with capability of providing insights and analysis to drive the business forward.
- A Customer Advocate who knows the breadth of the Digital World and how to use Technology effectively to connect with Consumers.
- Passionate about building Positive Digital Experiences for Targeted Audiences using Digital Identity creation, Digital Marketing, Social Media Campaigns, Online promotions, CRM & ORM.
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Digital Evangelist, Consultant | India
Email: [email protected] | Mobile: +91 9003016844 | Website: www.SlayShot.com
Address - Chennai :
G112, Ceebros Belvedere, Model School Road, Sholinganallur, Chennai. Tamil Nadu. 600119 INDIA
Passport No. (India) - N1401265 | UK C Visa Valid till 17/06/2024 | France Schengen Visa Valid till 04/11/2022
Key Professional Skills
- Digital Strategy & Transformation
- Website Project Management
- Digital Marketing - Content Driven SEO, SEM - Adwords, Bing, PPC, SMM - Facebook, Instagram, Email Marketing
- Lead & Revenue Generation, LMS & CRM management
- Social Media & ORM
- Agency Management
- Digital Brand Identity Management
- Web & App SDLC
Recent Key Achievements
As a Global Lead, Successfully rolled-out multiple Digital Initiatives for MGM Muthu Hotels, Albufeira, Portugal, having 36 resorts in Portugal, Spain, Cuba, France, England, Scotland, Kenya & India
- Leaded a team to manage core multilingual (EN, PT, ES & DE) brand website & subsites developed for blog, weddings business & individual resorts
- Designed Lead and Conversion funnels, Planned and executed Digital Marketing Campaigns yielding positive ROAS to MGM Muthu Hotels, increasing share of business from brand owned digital channels.
- Maintained average ROAS between 4 to 7 for monthly spends of average Euro 25,000. Increased brand website traffic by 68% in one year with efforts on Website UX Optimization, Content Driven SEO, Adwords Campaigns and Social Media Campaigns.
- Rolled multiple holiday booking engines for Portugal & England, Cuba and Kenya with various level of customization and integrations. Planned and executed monthly Social Media and Email campaigns to drive direct traffic to various lead and booking funnels
Successful execution of Digital Strategy of Sterling Holiday Resorts Limited (valued at USD 145 Million) in line with company vision defined by stakeholders
- In December 2018, released OneHub portal for Sterling Holidays
- Built with Adobe AEM, Salesforce CRM, OTA Channel Manager and Payment Gateways facilitating multiple lead & revenue generation funnels
- FIT Booking Engine to check availability, book rooms with add-ons, Manage Bookings, Profile & History.
- Timeshare booking Engine built with rule engine handling multiple Membership Types, Timeshare Season Rules, Resorts, Membership types & Guest Stay requirements.
- A robust backend extranet that enabled marketing team to manage inventory, rates, properties, room content, and create, manage, promote offers on the fly.
- During 2011-2016, Planned and executed various Digital Marketing campaigns, Social media promotions, Online engagement programs resulting in lead & revenue generation for Sterling Holidays
Managed company’s ORM function for listening and handling of consumer insights.
Work Experience
MGM Muthu Hotels
Rua Oliveira Martins, Praia da Oura, Albufeira, Portugal
Manager - Digital Initiatives (Global) - Chennai ODC Office
August 2020 - March 2023
Key Responsibilities & Achievements
As a Global Lead, Successfully rolled-out multiple Digital Initiatives for MGM Muthu Hotels, Albufeira, Portugal, having 36 Resorts in Portugal, Spain, Scotland, England, Cuba, France, Kenya and India.
As a Global Lead, Successfully rolled-out multiple Digital Initiatives for MGM Muthu Hotels, Albufeira, Portugal, having 36 Resorts in Portugal, Spain, Scotland, England, Cuba, France, Kenya and India.
- Leaded a team to manage core multilingual (EN, PT, ES & DE) brand website & subsites developed for blog, weddings business & individual resorts
- Designed Lead and Conversion funnels, Planned and executed Digital Marketing Campaigns yielding positive ROAS to MGM Muthu Hotels, increasing share of business from brand owned digital channels.
- Maintained average ROAS between 4 to 7 for monthly spends of average Euro 25,000. Increased brand website traffic by 68% in one year with efforts on Website UX Optimization, Content Driven SEO, Adwords Campaigns and Social Media Campaigns.
- Rolled multiple holiday booking engines for Portugal & England, Cuba and Kenya with various level of customizations and integrations.
- Planned and executed monthly Social Media and Email campaigns to drive direct traffic to various lead and booking funnels
Websites
- https://www.muthuhotelsmgm.com - Brand website
- https://weddings.muthuhotelsmgm.com - Weddings Portal
- https://reservations.muthuhotelsmgm.com/?chain=28902 – Room Booking Portal for Portugal, Spain & England Hotels
- https://engine.witbooking.com/mgm_agr – Room Booking Portal for Cuba Hotels
- https://kn.reservations.muthuhotelsmgm.com/be/indexpackdetail?groupId=NDM0Ng== – Room Booking Portal for Kenya Hotels
Campaign and Content sites
- https://muthuhotelsmgm.blog – Blog articles on Travel & Holidays
Digital Identity Management
- Monitoring Domain squatting and misuse of domains, unauthorized use of domains across countries.
- Monitoring of other digital assets like social media, OTA platforms, Tripadviser etc, squatting and misuse of it
- Assistance to MGM legal team in building a case against Spanish squatter holding domains of Cuban properties.
Sterling Holiday Resorts Limited, Chennai, India
A Thomas Cook (India) Limited Company
Divisional Manager – Digital Initiatives, Head - Digital
Jan 2011 - June 2019
Key Responsibilities & Achievements
- Successful execution of Digital Strategy of Sterling Holiday Resorts Limited (valued at USD 145 Million) in line with company strategy defined by stakeholders
- Managed multiple agencies related to web and mobile development, Digital & Social media promotions and ORM
- Created, set and managed Social Media channels - Grown Facebook followers to 5.5Lakh, 2.8Lakh Youtube video views for 150+ videos, Launched a blog with thousands of articles related to holidays, food, travel technology and lifestyle
- Introduced Digital Booking platforms for SHRL resulting in staggering revenue growth from initial INR14Lakh to INR 4.5Cr per annum
- Defined and implemented multiple touch point based ORM platform with dashboards covering aspects of positive and negative listening, recording, responding and satisfactory closure
- Introduced member payment platforms for SHRL resulting in staggering revenue growth of INR 11Cr per annum
- Coached, mentored and developed internal digital team and stakeholders.
- Roll out of end to end web portal in December 2018 for Sterling Holiday Members and Guests built using Adobe AEM, Salesforce CRM and OTA Channel Manager.
- With multiple marketing funnels for lead and revenue generation, the automated platform enabled Members and Guests to check availability, book room and add-ons, Manage Membership, Profile and History.
- Apart from tracking and following leads, The platform enabled marketing team to create, manage and promote offers on the fly.
- The Timeshare booking process is built with a rule engine handling multiple memberships, Timeshare rules related to Season, Resorts, Membership types and Guest requirements.
Websites
- www.sterlingholidays.com
- bookings.sterlingholidays.com – Booking engine for one time holiday customers
- members.sterlingholidays.com – Payment portal for timeshare customers
- mice.sterlingholidays.com – Lead generation and management for MICE
- www.sterlingholidays.in – Lead generation and management for timeshare prospects
- www.reunionz.in – Lead generation for group enquirers
Campaign and Content sites
- blog.sterlingholidays.com – Thousands of blog articles published till date
- www.bagfulofmemories.com – Generated 60,000+ UGC in terms of photographs from guests
- www.savethesparrow.com – CSR activity using social
- www.escapeintotherains.com - Social media campaign for rainy off season to fill resort occupancy
- www.ilovelikethis.in - Social media campaign for valentine’s day
- www.raintunes.in - Social media campaign for rainy off season to fill resort occupancy
- www.holidaybeats.in - Social media gaming platform to vote top 50 holiday songs
- www.indiaunveiled.org - A campaign on twitter unveiling India and its glorious past achievements
Digital Identity Management
- Monitoring Domain squatting and misuse of domains, unauthorized use of domains.
- Monitoring of other digital assets like social media, OTA platforms, Tripadviser etc, squatting and misuse of it
- Domain acquisition to protect digital identity and business need
- sterlingholidays.com domain - collection, assistance to SHRL legal team in filing a case with WIPO and successful Domain ownership transfer to SHRL.
Mahindra Holiday & Resorts India Limited (ClubMahindra), Chennai, India
Sr. Manager – Web Initiatives
June 2008 - January 2011
Key Responsibilities
- Lead in the analysis of organisational needs and goals and the design and implementation of internal and external web sites and related applications.
- Consulting with stakeholders, end users and project teams to determine requirements for web applications.
- Performing as editor of the site’s content and gathering and research of information.
- Ensuring that web sites are easy to navigate and that it addresses the needs of the client and its members
- Monitor, improve, and update the performance of existing Web sites.
- Technical expert to answer questions about or troubleshoot problems with the Web sites. • Work and communicate well with others and be a team-player.
- Leading the complete business process and marketing activities for above SBUs.
- Coordinate with Internal IT teams, Server teams and vendors for new developments on the system side and various marketing activities.
- Providing support to Marketing campaigns and monitoring their performance.
Key Achievements
Websites
- Clubmahindra.com
- Launched Member section & Payment Gateway of clubmahindra.com which helped members paying their overdue EMI, ASF payments online resulting in improved revenue and collection.
- Implemented Reservation Request Module (RRM) for member/s to raise a online reservation request for his/her holidays.
- Launched Customer portal for Clubmahindra & Zestbreaks members. This helped members to create interactions directly in Talisma CRM.
- Launched DSA portal to decrease load on call center. This portal allowed DSAs (Direct Sales Associates) to check member details on the fly to resolve queries at the DSA level.
- Launched Sparsh, An online Member Engagement Program. This module allowed Members to apply for Offers and discounts online inside the member section. The module has an admin panel where all offers and vendors can be managed by business.
- Launched Member Contact Program to collect up-to-date contact information from members.
- Mahindrahomestays.com
- Launched mahindrahomestays.com, which was a novel concept in family vacations business in India and UK during 2009. Website launch was aligned with the product promotional marketing campaigns in UK.
- Launched blog.mahindrahomestays.com, A blog for promoting mahindrahomestays.com
- Zestbreaks.com
- Launched a revamped website, zestbreaks.com in co-ordination with marketing team.
- Terracamps.com
- Launched terracamps.com, The purpose of this product is to provide camping, nature and adventurous holidaying experience to families. Website launch was aligned with the product promotional marketing campaigns in India.
- Clubmahindra.travel
- Launched a revamped website, clubmahindra.travel in co-ordination with TRS team.
- Mahindra.com
- Represented MHRIL at Mahindra strategy team meeting. Prepared suggestions for future mahindra.com, collected and shared MHRIL content for representation on new mahindra.com website, shared content and video guidelines with mahindra team.
- Intranet
- Launched intranet portal with various modules for around 1500+ MHRIL users
- Launched Online Quiz module for sales team.
- Launched HR Helpdesk module for employees to escalate issues
- Launched CSW (Customer Service Week) related campaigns on intranet, clubmahindra.com, zestbreaks.com
Campaign and Content sites
- Clubmahindra product Campaign - WorldFamilyDay.in
- Zestbreaks product Campaign - FullMoonNights.com
- Clubmahindra product Campaign - YahiHaiLife.com
- Clubmahindra product Campaign - jiyolife.com. A very successful online product promotional activity. 2,2500+ extra visitors visited clubmahindra.com comparing to the month before launch. The facebook channel of "JiyoLife" had crossed 1Lac+ fan count.
- Successful migration and deployment of Clubmahibdrablog.com.
- YouTube video channel made live for clubmahindra.com. The video view count has crossed 1.5Lac figure in one month
- Flickr photo integration with FaceBook and clubmahindra.com.
Digital Identity Management
- Monitoring Domain squatting and misuse of domains, unauthorized use of domains.
- Acquiring domains as per business need
- mahindraholidays.com domain - Evidence collection, assistance to Mahindra legal team in filing a case with WIPO and successful Domain ownership transfer to MHRIL.
- clubmahindraholidays.com - Filing of compliant and Successful Domain ownership transfer to MHRIL.
- club-mahindra.org.in - Evidence collection, assistance to MHRIL legal team in filing a case with .in registry.
- jiyolife.com - negotiation with owner for domain purchase and successful Domain
ownership transfer
Yahoo! Software development
India (P) Ltd., Bangalore, India
Sr. Web Developer
February 2007 - April 2008
Key Responsibilities
- Requirement analysis, Defining information architecture and transactional routes, Use case scenarios, Prototype designing and finalization.
- Building UI, UX using semantic HTML, CSS, JS, Ajax, DOM and YUI and Yahoo! Page grids. Integrate functional UI with backend developers.
- Branding and promotional campaigns for internal events.
Key Achievements
- External web projects: Worked on Yahoo! Mail Classic, Y! SiteBuilder, Yahoo! Small Biz (India) portal, Y! Universal Header, Customer Care Tool, DIFM Tool, SMB Webhosting control panel, SMB Re-delegation process.
- Internal web projects: Worked on various internal web tools Useful for company’s internal data management. Build.Corp.yahoo.com, Package Auditor, Senor.corp.yahoo.com, OPSR (Operations Report), Outage tool, Yahoo Backyard.
- Other:
Managed internal campaigns for Promotion of products created by my team
(Bangal Tigers). Mongo, Showcase
Created Smiles for Y! Messenger
Optima Consultants, Pune, India
(VTG e-Commerce India
(P) Ltd./ Vision Technologies Inc.)
Group Leader - Web
August 2004 - February 2007
- Worked on development and deployment of 'SchoolsOnInet.com', an online web application developed in ASP, ASP.net for K12 educational institutes in USA. It connects Teachers - Administrators – Parents - Students online allowing them to manage all school related activities online. Product contained various online modules like profile, homework, progress report as on date, dynamic bus schedule, food menu, PTA communicator, Mailbox, photo/video gallery etc.
- Work during product development involved requirement analysis, Building use case scenarios, Defining transnational routes, building web information architecture, UI, UX designing, Prototype testing, and development.
- Customized and deployed product for 12 K12 educational institutes in New York and New Jersey under respective domains.
BioEnable Technologies
Pvt. Ltd., Pune, India
Designer Web|Graphics|Media
February 2004 - July 2004
- UI, UX Designing & development of bio-metric product websites.
- Frequent content tuning of websites for SEO to get higher lead generation from search.
- Development of CD intros, presentations, Product Catalogs using Flash and scripting.
- Graphics design for Product CD,
Brochure, Magazine Advertises,
Product booklets, Product overlays,
Software interface design.
Mantra Solutions, Pune, India
Web & graphic Designer
December 2002 - January 2004
- Website development including UI, UX design and multimedia content.
- Development of CD intros, presentations, Product Catalogs using Flash and scripting.
- Outdoor - Exhibition panel design, Magazine advertisement design.
- Designs for Brochures, Product catalogs, CD covers, logos for events & companies.
Global Infotek Systems, Pune, India
Web & graphic Designer
December 2000 - April 2002
- Development & management of websites.
Arena multimedia, Pune, India
Institute administrator
May 1999 - November 2000
- Institute administration, Teaching Graphics
Packages, multimedia programming to students.
Education
MBA - Marketing, 2018
Binary University of Management & Entrepreneurship, Malaysia
EDMM (Executive Diploma in Marketing Management), 2017
LIBA (Loyola Institute of Business Management), Chennai, TamilNadu, India.
B.C.S (Computer Science), 1998
Fergusson College, Pune University, Pune, Maharashtra, India
Certifications
Project Management Professional (PMP)® - Credential ID 2993759
Certification issued by Project Management Institute, USA. Valid till April 2024
Certified Member (CM)
Membership issued by Project Management Institute, USA. Valid till April 2022
Certified Digital Marketing professional, Manipal University, India.
Certified hardware professional, C.O.E. P. College of engineering, Pune, India.
Certificate for the rank of brown belt in karate & kickboxing, Okinawa Martial Arts Academy
Certificate in Elementary & Intermediate drawing examination, Government of Maharashtra
Personal Details
Date of birth: April 23, 1977
Marital status: Married, 2 children.
Languages: English, Hindi, Marathi (Speak / Read / Write), Rajasthani & Tamil
Interest & hobbies: Social Networking, Swimming, Music, Reading, Sketching, Fiction movies.
Technology Awareness Cloud
- Complete understanding of marketing cloud offering by Adobe, Oracle and Salesforce
- Project Management Tools: Zoho Projects, Basecamp, Jira, MS Projects
- Web development: Java, ASP, ASP.net, PHP
- Database: MS Access, SQL Server 2000, MySQL
- Servers: IIS/PWS, Apache, AWS, VMware
- Blogging tools: Word press, Blogger
- CMS: Adobe AEM, Microsoft SharePoint, Wordpress, Wix, Cendyn CMS
- Web Development: Notepad++, Macromedia Dream weaver mx, Microsoft Visual Interdev, • FrontPage 2000, ASP.net development, Microsoft web matrix, Microsoft visual studio .net 2003
- Web and mobile technologies: HTML5, CSS, JavaScript, DOM, Ajax, Jquery, bootstrap
- Prototyping and flowcharts: MS Visio, Open Office Draw, Sketch, InVision, Figma
- Source Control: Visual SourceSafe, Git
- Bug Management: Bugzilla, Zoho project management and issue tracker suite
- CRM: SalesForce, Talisma, Zoho, Cendyn CRM
- Graphics: Adobe Illustrator 8/9/CS, Adobe PhotoShop 6/7.0/CS, Macromedia • Flash 5/mx, CorelDraw 8/9/10, 3D Studio Max, Macromedia Director 8
- Website traffic analysis: WebTrends, Google Analytics, Adobe analytics
- Server & Network uptime tracker: ManageEngine OpManager, Montastic
- Vulnerability Testing: Acunteix Vulnerability scanner
- Testing tool: Selenium
