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Ashley Arjun


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Ashley Arjun

Accomplished Direct Marketing & Customer Value Management Professional. Innovative & ambitious entrepreneur.

I have headed up and led Customer Value Management, Analytics & Reporting, Direct Marketing, Research, Business Analytics, Mobile & Digital, and Credit Sales departments at JSE Top 40 listed companies for 5 years. During this period I have worked as 2nd in charge to an Executive at a Group level across 14 established household companies and multiple departments in retail and finance with very well-seasoned executives through some of the toughest trading and economic conditions during the recession which has sharpened my business acumen. I am extremely versatile and am willing and able to succeed at any role. I have a vast array of skills as I have experience in Retail, Wholesale, Finance, Education, and Telecoms industries. Furthermore, I have experience in Management Information, Business Intelligence, Information Technology, and Human Resources. I am an ambitious go-getter who enjoys pushing boundaries and have always exceeded stretch targets in business and in my personal life. I love taking on new challenges, especially things that have never been done before and achieving greatness. I am thought of, and recommended, extremely highly by all of me previous superiors.

Professional details

Current Position(s)

Owner Ceo | Green Pride Plants and Products
2013 - present

ICT and Telecommunications

- Manage the company operations.
- Manage sales, stock, production, infrastructure, delivery, and profitability
- Develop and maintain website (
- Generate and maintain online presence through social media (
- Optimize supply chain and reduce costs
- Evaluate competition and ensure we're competitive.
- Analyse customer behaviour and requirements to meet their needs
- Create and provide value added services to increase customer experience and build loyalty

Senior Specialist: Spend Migration Management | VODACOM GROUP LTD
2012 - present

ICT and Telecommunications

- Successfully migrated the Vodacom mobile broadband base from expensive legacy tariffs to new tariffs proactively while still maintaining revenue & reducing churn
- Manage customer migration effectively to prevent R1 billion revenue dilution risk from the implementation of integrated tariffs as seen in other Vodafone OPCOs internationally
- Devise and implement long-term plans to retain valuable customers and increase revenue after other solutions have been implemented.

Previous Position(s)

Senior Specialist: Postpaid CVM | VODACOM GROUP LTD
2012 - 2013

ICT and Telecommunications

- Coordinated implementation of next best action (NBA) recommendations and utilization thereof via large scale competitions across the company to prevent revenue dilution.
- Ascertained feasibility of campaigns & managed all post-paid campaigns.
- Developed and implemented solutions to toxic tariffs to reduce high churn levels and decreasing revenue.
- Managed internal & external stakeholders to ensure campaign success.
- Devised and implemented campaigns to increase acquisition, manage customers throughout their lifecycle, and reduce churn in the contract customer base.

Senior Specialist: Consumer CVM Operations | VODACOM GROUP LTD
2012 - 2012

ICT and Telecommunications

- Managed all direct consumer campaigns across the CVM chain from commercial concept, to data analysis, to business case, to go to market briefing, to campaign design, to campaign execution, to reporting, and ultimately optimisation.
- Reduced variance in Vodacom CVM campaign planning and forecasting from 42% to 1% on volume and value.
- Prioritize marketing campaigns to attain maximum average revenue per user (ARPU) with the use of analytics to optimize base selection and campaign efficacy.
- Use direct marketing weapons in test and learn campaigns to improve ROI.
- Increase the frequency of recharges as well as value of recharges on pre-paid and top-up lines and stimulate usage to increase revenue.

Senior Manager: Campaign Analytics | African Bank
2011 - 2012

Accounting, Banking and Finance

- Managed and coordinated across Analytics, Business Analytics, Campaign Analytics, Campaign Optimization, and Campaign Operations on a senior advisory level.
- Implemented & managed trigger based leads generation resulting in R100+ million per month incremental revenue.
- Overall management of campaigns in line with budgets, capacity, and ROI. Optimize current campaigns, drop failed campaigns, test new campaigns to reduce cost and improve response and value.
- Took ownership of processes across the broader business & removed inefficiencies. Ensured these were put into production and reduced manual processes.
- Provided insight and direction of our brands, customers, products, merchandise, location, processes, and competitors.
- Monthly stakeholder management and presentation to EHL executives from ABIL.

Senior Manager: Business Analytics | African Bank
2011 - 2011

Accounting, Banking and Finance

- Managed and influenced within customer management and customer value management (CVM) as well as externally to the broader ABIL and EHL.
- Designed and implemented long term strategies which result in greater revenue, lower costs, and improved turn-around times.
- Manage campaigns in line with budgets, capacity, and ROI. Optimize current campaigns, drop failed campaigns, test new campaigns to reduce cost and improve response and value.
- Lead Test & Learn strategies, Channel optimization
- Managed direct database marketing for all of EHL’s 13 brands from data selection, campaign design, campaign execution, campaign measurement, reporting, analysing, and champion/challenger.
- Improved revenue, contact rates, segmentation, selections, and collections by incorporating external data from multiple providers and bureaus.

Group Manager: Analytics, Research, & Direct Marketing | Ellerines Holdings Limited
2009 - 2010

Accounting, Banking and Finance

- Headed up and led Customer Management and Customer Value Management (CVM)
- Implemented Client Prospecting System (CPS) as a custom leads management tool across our 13 companies, enabling 10,000 salesmen in 1,300 stores to prospect daily from a central point of enriched and qualified data.
- Conducted market and competitor analysis and provide feedback with tangible recommendations.
- Managed acquisition, churn, and lifecycle management effectively and successfully reduce expenses and increased revenue continuously.
- Facilitated the evolution and implementation of telesales functionality within Customer Care Call Centre assisted in management when required.
- Managed cross-functional delivery by expanding into other departments.
- Identified, sampled, piloted, and implemented massive cost saving, and revenue generating initiatives which eventually resulting in my department being poached to the parent company, ABIL with salary increases to all my staff.
- Quadrupled annual revenue targets of R400 million to R1.69 billion for direct marketing and came in under budget for expenses.

Senior Manager: Analytics & Research and Mobile & Digital | Ellerines Holdings Limited
2007 - 2009

Accounting, Banking and Finance

- Headed up and led Analytics, Research, and Direct marketing at Group level for 13 brands.
- Founded and managed the Mobile and Digital department for the group.
- Implemented mobile statements resulting in R15 million yearly cost reductions & later expanded to parent company ABIL.
- Optimised direct marketing to improve ROI from bulk “spray & pray” SMS & post.
- Designed, planned, and implemented a multi-channel, targeted, and segmented direct marketing solution including MMS, Mobisites, E-mail, Short-codes, “living” flash-based websites instead of PDF catalogues.
- Presented monthly Exco reporting and campaign tracking.
- Managed service providers and suppliers and negotiated services, pricing, and contracts.
- Responsible for the management and maintenance of consumer opt outs.
- Ensure compliance with DMA, NCA, WASP, and other regulatory requirements.
- Profile potential customers on internal & external data from credit bureaus, deeds office, home affairs, and other 3rd party data suppliers.
- Commissioned and created the only central consolidated database across our 13 companies after multiple mergers that provided a complete view right to a customer level that purchased across multiple companies, products, or transaction type.
- Commissioned, managed, and facilitated research via outbound calling, focus groups, online surveys, in-store questionnaires, paper & video mystery shopping, 1-on-1 meetings, etc.
- Evaluated & implemented Qlikview and enabled real-time interactive reporting with large LCD’s installed in all executive offices.
- Explored & identified “Greenfields” with the aid of GIS.

Senior Team leader & Specialist Data analyst | Standard Bank Group
2006 - 2007

Accounting, Banking and Finance

- Improved the Peopleserve scorecard rating at Standard Bank from 1 of 13 to 12 of 13.
- Monitored, measured, and managed performance of 32 staff across 6 teams.
- Managed the “Elite query resolution” team with succession planning for team leaders.
- Maintain data integrity through the extraction & analysis of data from SAP & TeamTrack
- Provided accurate, complete, reliable, relevant, and timely reports and data.
- Conducted Root-Cause Analysis of monthly metrics.
- Improved efficiency of current systems by identifying and fixing problems.
- Streamlined existing methods to save time and cost while improving quality and value of results.
- Identified arrears of concern, thereafter provided solutions and implemented these.

Business Data Administrator & Developer | Massmart
2005 - 2006

Consumer Goods, Fashion and Retail

- Developed multiple software and systems with specialisation in MS Access, with use of MS Excel, SQL, and Visual Basic which resulted in R3 million savings during my tenure.
- Reduced data management time from 2 weeks to 1.5 hours per analyst per store.
- Responsible for all data integrity across all stores, CBW, and Massmart
- Developed and implemented a data integrity system to monitor and manage data integrity.
- Extracted and provided data.
- Analysed data and distributed reporting.
- Managed stakeholders such as regional managers and support personnel on status of data and developments.

Management Information Analyst | University of KwaZulu-Natal
2004 - 2005

Academia, Education and Training

- Developed and implemented and workload management system.
- Extracted data from the university databases via programs such as SQL and UNIX, MS Access, MS Excel, and the specialized ITS system.
- Developed and distributed user-friendly reports.
- Maintained and documented staff systems on the intranet.
- Administration of selection tests on computer competencies for recruitment.

Educational history


Red Learning Solutions

2012 - 2012

Management Development Program - Management


2011 - 2011

SimRisk - Scorecard development

The Voice Clinic

2011 - 2011

Voice & Presentation skills - Voice & Presentation skills

The Voice Clinic

2011 - 2011

10 Seeds of Effective Leadership - Leadership


2006 - 2006


University of KwaZulu-Natal / University of Natal

2000 - 2004

Bachelor's degree - Management & Business Information Systems

Umkomaas Secondary School

1995 - 1999

Matric - Computer Science, Physical Science, Biology, Mathemtaics, English, Afrikaans

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