Amit Vedhara,
115 Rodenhurst Road,
London SW4 8AF
Mob: +44 (0) 7956 279992
amit.vedhara@btinternet.com
Dear Sir/Madam
25-04-15
Please find enclosed my details. Having just completed a long term marketing turnaround with Pearson Plc I’m now seeking a new
assignment in a Marketing / Strategy / Product Director leadership role with either a change or stewardship mandate.
I’m an experienced interim who’s had numerous commercial leadership roles in B2C and B2B, across both listed and PE owned
firms, as a hands-on SLT member. Usually, driving business performance and sales or marketing transformation, building high
performing teams, judiciously managing large budgets and managing marketing teams to drive the P&L.
I also bring the full spectrum of strategy, marketing, pricing, business development and analytical skills, backed up by an MBA
(Distinction) in Marketing & Strategy. I also created and led the Marketing and Pricing Practice for a leading performance
improvement consultancy – AlixPartners.
Most recently I led Pearson Plc’s digital transformation, as an SLT member for Pearson English, creating and implementing new
business models and digital product solutions targeting high value segments, while instilling a structured value selling. Prior to that, I
helped a major consumer e-commerce leader drive rapid performance improvement, running an EMEA review of all commercial
activities. At DMGT’s Euromoney unit the CEO invited me to upgrade and codify sales and marketing strategy and improve online
products and pricing. At Reed Elsevier as Strategy, Marketing & Pricing Director and a SLT member in LexisNexis International, I
managed a large team and budget reinvigorating the marketing, products and pricing strategies of a large international business to
monetise new digital services. At Betfair.com I kick-started rapid revenue growth, defining and executing a new growth strategy to
set up a successful IPO. While at BT Ventures I drove rapid growth in audiences, customers and revenues for PhoneBook.com,
winning 2nd place in the market from a near standing start. At T-Mobile I had an unparalleled track record of achievement, launching
many world firsts and innovative strategies that drove superior revenue, loyalty and market share growth.
My skill set pivots on the unlocking of growth through commercial innovation. Using customer insights to evaluate strategic options,
and leading matrix teams to deliver successful outcomes. With core financial and consulting skills, operational dexterity, leadership
and navigational skills, I'm a hands-on collaborator, influencing openly and building relationships at all levels to get difficult decisions
through gates
My skills, experience and knowledge include: Strategy, Sales & Marketing Leader: strategy to sales execution, customer insights to proposition, data to P&L
 Consumer and B2B expertise: across Hi-Tech to Telco, Media to Financial / Business Services, Education to Leisure
 Strategically agile, highly analytical and financially literate: known for commercial nous and customer focus
 Stakeholder management skills: partnering with multiple constituencies to win and maintain support
 Leadership and People Management skills: Practised at creating, guiding, and motivating disparate teams
 Growth focused: using hard data to change the paradigm and drive sales & margins in multiple markets/segments
 Successful P&L owner: Effectively managing large budgets to beat targets, grow sales & margins in multiple markets
 Extensive project leadership experience: managing prioritisation of initiatives and resources in complex firms
Throughout my career, as an interim, consultant or in operational leadership roles, I’ve created value, successfully leading teams to
deliver revenue opportunities, create effective marketing strategies and drive profitable growth.
I hope you find my details of real interest, and I look forward to speaking to you further.
Yours sincerely,
Amit Vedhara
MBA (dist.), BSc. (Econ) Hons. O.N.
AMIT VEDHARA
115 Rodenhurst Road, Clapham, London SW4 8AF
Mobile: 07956 27 999 2
E-mail: amit.vedhara@btinternet.com
Nationality: British
PROFILE
 Experienced and versatile marketing director, interim and consultant. Skilled at leading change or growth agendas for
demanding stakeholders while managing the bottom line, large budgets and teams.
 Creates impactful customer strategies across marketing, selling, product and pricing and executes them in B2C and B2B
within digital, FS, TMT, media and service sectors.
 Hands-on, strong intellect and excellent academics (MBA Distinction). Tech-savvy, profit-led, customer-centric, Driven by
analysis and insights. Personally motivated by challenge, growth and the opportunity to learn and share knowledge.
SPECIALITIES
Marketing & Customer Strategy Leadership, Product Strategy, Pricing, Segmentation, Value Management, Customer Insight, Sales Effectiveness,
Digital Strategy, ecommerce, Go-to-Market, Analytics, Promotions, Forecasting, Competitive Intelligence, Branding, MarComms
PROFESSIONAL EXPERIENCE
Pearson Plc:
Interim Global Director Digital Strategy, Marketing and Pricing
FTSE 100 Publishing (Education, FT, Penguin) – Exec Team - Pearson English (ELT)
Hired by MD to restart growth create a global digital strategy, define Operating Model and establish a profit-led culture.
• Created new business models / value propositions / marketing and selling strategies for new digital services. Executed
on ST and LT revenue opportunities, instituted subscriptions model for bundled solutions
o Upgraded Marketing: Pricing, Value selling, Segmentation, Analytics, Customer Insight, NPD, MarComms
o Delivered a robust strategy and a ground-breaking value strategy for major bids, winning Board level plaudits
o Coached Sales management, restructured major bids process introducing key a/c segmentation and scalability
o Pioneered new sales channels for B2B solutions, ran 2 major pilots with >$1m new revenues, proving scalability
Oct. ’13 – Jan.’15
Confidential Client
Interim Commercial Strategy Director, EMEA
US Fortune 500 consumer e-commerce
Hired by SVP EMEA to audit commercial and pricing strategy and counter slowing growth. Drove a 4 point margin gain
• Rapid review led to improved acquisition ROI, a revitalised product roadmap and pricing strategy with disciplined
discounting/promotions and an integrated customer experience
o Established improved markdown optimisation and pricing execution; 6% uplift in average selling price
o Created key ROI metrics used to rebalance acquisition campaign activity – 12% uplift in conversion
o New pricing strategy for delivery channel contributing additional $1.5m p.a.
Mar. – June ‘13
AlixPartners LLP
Head of Marketing & Growth Practice
Global advisory firm specialising in urgent, high-impact situations.
Brought in by Managing Partner to build a new practice and lead business development with PE and corporates. Led consulting
teams providing actionable, evidenced, results driven solutions in real time. Projects:
• Retail: 3 x separate mandates. Each repositioned the retailer, drove new sales. Using evidence-based reviews
• Global fitness chain: - Drove 5% growth and 12% GM gain in the turnaround of a, revised pricing strategy to embrace
ecommerce, redesigned pricing organisation
• Restaurants: DD on a global chain, found further £15m pricing opportunities beyond turnaround plan
• Insurance: Leading broker profitability improved by 3% via new product selection and quotation strategy
• Credit Cards: Improved acquisition ROI, creating channel specific risk pricing solutions
• UK Newspapers: Turnaround of ailing mid-market player, new online pricing model re-established break-even
• High-Tech: New growth strategy as part of €40m cost reduction turnaround for loss-making Japanese Co’s EMEA region
• Airlines: Improved profitability of Middle East airline by de-risking new routes and rationalising existing ones
Jan. ‘12 - Jan.’13
VNU Media (3i portfolio)
Interim Commercial Strategy Director
Leading Dutch digital publishing / talent acquisition group
Developed a new commercial strategy with a series of strategic and tactical initiatives that rapidly re-established
growth, won market share and directly led to a 3i exit via a 2012 trade sale to De Persgroep
Customer-centric review of products / roadmaps refitting vs. critical customer needs. Created vision, adopted best-fit
business models, created value propositions, pricing and MarComms targeted to the right segments
Created segmented ‘versions’ to exploit price differentiation opportunity identified via new customer insight / analysis
Adopted a new subscription model, monetising an unloved product and making it a major money spinner.
Sept. - Dec. ‘11
•
•
•
•
Aug. – Sept ‘11
DMGT Plc. (EuroMoney Institutional Investor)
Interim: Marketing Director
Global B2B publishing, information and events group creating digital solutions for financial markets.
Drafted in by Chairman and CEO to lead a marketing review and identify growth opportunities. Focused on one portfolio
success story to prove that even in 'winners' there’s more potential
• Identified a roadmap of actionable initiatives (gaps, quick wins, growth opportunities) from a strategic review
o Improved pricing model, redefined Value Propositions, created Versions (packaged content & features)
AMIT VEDHARA
o Instituted auto-renewal, multi-media / multi-year contracts
o Integrated marketing and sales processes: codifyied sales motion, A/c segmentation, positioning and messaging
o Ran 1st ever customer insight programme to understand willingness to pay / value perception
Reed Elsevier Plc. (LexisNexis Internat’l)
VP Strategy, Marketing & Pricing (Exec Team)
$1bn unit of FTSE digital business with 13 BU’s.
2010 Promoted to Executive Team to develop and execute a 2 year global strategy to take all BU’s online. Led Marketing,
Pricing, Product, Segmentation, Sales Effectiveness, Marcomms, Customer Insight, Analytics, E-Commerce
• Grew total International region sales by 12% to $1bn and improved GM by 3%
• Embedded best practice marketing and sales capabilities and gained share in all target markets/segments
o Established new market research programme for Pricing, NPD, Brand, UX
o Pricing strategy rebuilt – retrained all market/sales leaders in value selling / pricing
 Reduced discounting by 30% in Canada via new products, pricing strategy, improved selling skills
 9% revenue gain in 2010 in Australia via new solutions, pricing and customer targeting
 20% cut in UK print churn via targeted marketing spend and adopting ecommerce/CRM tools
o New subscription products delivered profit growth: LexisCheck, LexisMentor, LexisIntelligence, LexisRisk
o Entered new markets e.g. Middle East, partnering with local players and using new business models
Dec. ‘07 – May ’11
Betfair.com
Director Commercial Strategy (Exec Team)
Technology Disruptor. World’s largest internet betting platform, over 3m customers
Re-invented company’s business model lead to a £1.4bn IPO. Successfully influenced an EXCO, with serious reservations, to
adopt proposals. Reinstated rapid, sustainable growth of 30-40% p.a. while driving market penetration and growing margins.
• Delivered rapid international growth which was suitably profitable, harvesting innovation pipeline and directing shape
of new products / sub-brands (Timeform, Betfair SP, Multiples, etc..)
• Developed portfolio strategies and promotional tactics for existing and new propositions to drive growth
• 1st ATL brand campaign, re-aligning SEO / DM customer acquisition campaigns to leverage investment
• Established ongoing customer insight and analytics programmes to guide commercial strategy and NPD.
Jan ‘07 – Dec.’07
BT New Ventures & Enterprises
Head of Pricing, Marketing Propositions & Strategy
Built a new fast growth business (50% p.a.) with a remit to create top-line growth by creating radical strategies as new entrants
in crowded markets to offset telephony decline.
• Developed strategy and developed commercial product portfolio for BT Phone Book and launched new Online channels.
Won approval from board and launched initiatives via direct and indirect Sales channels
• Created brand credentials / value proposition within the BT brand framework and managed linked campaign executions
through direct sales, telesales, digital and ecommerce channels
• Built competitor intelligence, customer insight and segmentation capabilities
• Drove Sales effectiveness and scalability, codified sales and RFP strategy, pitch materials and negotiation frameworks
• Created effective tracking mechanisms on key metrics to establish a feedback loop
May ‘04 – Jan.’07
Feb. 2001 – Aug.’02
Independent Direction (Consulting)
Principal Consultant
Advised blue chip telcos / tech firms on strategy, consumer & B2B marketing, business plans, JVs, market entry and technology
• Won £300k of project mandates, as an independent in 16mths. Sub-contracted out extra £130k
• Silicon Valley wireless tech start-up. Developed EMEA market entry strategy. Focused product roadmap, created
customer acquisition strategies, research plans and ROI tools
• Developed new Broadband Consumer/SME portfolio & go-to market strategy for a European Cable Operator.
• Devised start-up launch programme for utility telecoms JV: business plan, marketing, branding and strategy
• Advised VC investor on commercial strategy to exit $200m of investments
Jan. 1996 – Jan. 2001
T-Mobile UK (formerly One 2 One)
Head of Pricing Strategy & Marketing Propositions
Promoted 1999. Drove T-Mobile’s extraordinary market growth, trading-off volume and value strategies. Built a multidisciplinary team of 8 strategists and marketers. Developed new propositions, brands, marcomms, messaging, campaigns,
segmentation, market sizing.
• Grew customer base from 300k to 10million and revenue from c.£100m to more than £1bn
• Increased ARPU by more than 10% for 2 years running, against prevailing industry trends: 1999-2000
• COMSTAR board member - the commercial strategy leadership team- business planning, co-ordinating strategy,
directing marketing priorities and co-developing the product roadmap.
• Virgin Mobile: Personally identified the opportunity, developed world's 1st / most successful MVNO to date, delivering
over 5m customers over 3 years: Brand, Proposition, launch Marcomms, Pricing etc..
• Pioneered the UK's 1st consumer pay-as-you-go proposition, Up2You, quadrupling penetration over 2 years.
• Successfully innovated propositions ahead of competition. Created and launched Partners, All-in-One upfront
subscription products, first bundle based on spend not minutes, and the highly regarded Anytime and Precept series,
generating significant new growth, peaking at 200k/qtr adds
• Developed key partnerships (Carphone Warehouse, Tesco etc.) as a member of Strategic Partners team
AMIT VEDHARA
Aug. 1994 – Nov. ‘95
Lloyd's Of London – Equitas
Senior Strategy Manager Market rescue project
Managing team of 30+ including seconded consultants, analysts, underwriters and actuaries
• Co-developed the ‘Survival Strategy’ market, proving Lloyd’s had enough assets to continue and meet long-tail liabilities.
• Developed and managed relationships with external advisors and fund managers for long-term management of assets
1991 – 1994
Promoted 1993
Promoted 1992
Xerox
Senior Business Manager – FP&A – Led a team overseeing £400m of revenue
Pricing & Bids Manager - Promoted within 5 months to lead team of 4 on bids and tenders managing £800m of bids,
winning £250m per annum and improving margin by 3%
Managed Services Consultant: Developed and ran a programmes to drive operational excellence
EDUCATION AND QUALIFICATIONS
Sept.2002 – Nov.03
1991
1988 – 1991
1977 - 1987
CASS Business School, City University: MBA Marketing & Strategy: (Distinction)
Prizes:
Winner: The Tallow Chandlers Prize, Worshipful Co. of Tallow Chandlers
Runner-Up: The Urwick Cup 2004, Worshipful Co. of Management Consultants
Thesis:
Venture Capital & Private Equity: Investment Appraisal & Strategy
Strategy Project:
‘The Value in Online Communities’
Durham University Business School: Graduate Enterprise Programme
University College London: BSc. (Econ) Hons. Economics : 2.1 (upper second)
Royal Grammar School, Newcastle