Mar 2022 – Present · 4 yrs · On-site

• A Social Impact Digital Platform for Women Professionals called #WeToo Voices, is launched with a Vision to empower and enable voices of global corporate women leaders. The platform designs thoughtful panel discussions on topics that matter at large in our society and in the corporate world. The mission of the campaign is to give women voices a support. The community launched it's first ever E-Book, co-authored by 50 global corporate women leaders.
• Book Title - The Corporate Women's Little Diary (Available at Amazon or download at www.wetoo.life
• A collection of stories of Grit, Wisdom, Perseverance and Vulnerability by TOP GLOBAL CORPORATE WOMEN LEADERS IN ONE E-BOOK.
• You can be a part of this community too, write to us, DM us.

Aug 2020 – Present · 5 yrs 7 mos · Mumbai, Maharashtra, India · Remote

• A Digital Amplification Platform to support laid off employees to get through new opportunities faster with the help of global professionals network and mechanism of social virality through LinkedIn.
• #SupportSaturdays - A Pioneering Individual-CSR Movement on LinkedIn
• Under the banner of Individual Corporate Social Responsibility (I-CSR), we initiated LinkedIn's inaugural global digital CSR initiative called #SupportSaturdays.
• Vision: Powered by professionals worldwide, this movement is committed to uplifting fellow professionals. Whether they're navigating career setbacks due to layoffs, or seeking new horizons, our aim is to enhance their visibility, upskill, and transform lives.
• Our Initiatives:
• Strategic Visibility: Every Saturday, leveraging the reach of LinkedIn influencers, we spotlight resumes of professionals facing career challenges, ensuring they get noticed in the vast recruiting ecosystem. (Check the brand page)
• Mentorship & Upskilling: We're deeply invested in the future, providing mentorship and digital skills training to India's emerging workforce, equipping them for tomorrow's challenges.
• This endeavor is wholly CSR-driven, reflecting our genuine commitment to making a difference.

Jan 2018 – Present · 8 yrs 2 mos · Mumbai, Maharashtra, India · Remote

• As a Mentor, I extend strategic marketing, brand, digital & content mentorship to Atal Tinkering Labs, early stage - Startups, (SME and MSMEs). I am a part of a unique digital initiative launched by the Government of India: the 10,000 Atal Tinkering Labs enabling more than 75lakh students in India. The objective of this initiative is to mentor and digitally equip our country's youth, startups, MSMEs, and SMEs so they can evolve in tandem with our nation's growth trajectory. This initiative is propelled by the vision of fostering skill development, incubating startups, and guiding them towards becoming self-sustaining businesses. Through this commendable initiative, Atal Tinkering Labs aims to position our nation's educational leadership on the global map by enhancing the capabilities of mentors and NGOs throughout the country.
• My area of specialization includes a variety of skill-building topics, such as: "Digital Literacy, Marketing & Branding, Startup Foundations, Go-To-Market Brand Strategy, Digital Business Growth, Leadership, Personal & Professional Development Growth Mindset, Women & Girls' Career Orientation, Financial Literacy, and Empowerment."
• Services -
• Brand & Marketing Strategy
• PVT and her team of (Brand Strategists) plug into your existing marketing teams to hone their skills and ideas on new brand campaigns & ideas, creation of new IP's, launches, ideation and end to end building customer / digital / non-digital journeys.
• Content & Podcast Strategy -
• Wish to build a content engine for your brand, along with a Podcast, we can help you with end-to-end execution, in-house cost effective set-up and skill budling.
• For enquiries contact - connect@poonamvijaythakkar.com

Jun 2017 – Jul 2021 · 4 yrs 1 mo

• Proven expertise in driving digital transformation and crafting employer branding strategy: At Aditya Birla Capital Limited (ABCL), as a pivotal member of the Corporate Team, I spearheaded innovation-driven digital initiatives, ensuring alignment with strategic business goals across 13 Lines of Business. My leadership extended to the conception and rollout of a state-of-the-art Analytics Platform much ahead of time in 2017, reflecting the company’s commitment to leveraging data-driven insights. Simultaneously, I championed Brand and Digital Communications, underscoring our dedication to a consistent and impactful brand presence.
• In recognition of my capabilities, I was tasked to architect and lead the 'Employer Brand' initiative for the Aditya Birla Group. This pivotal role encompassed formulating a resonant social media strategy, designed to position the group as an employer of choice in the competitive market."

Jun 2013 – Jul 2017 · 4 yrs 1 mo

• Achievements & Responsibilities:
• Strategic Leadership: Established and led the end-to-end marketing strategy, encompassing ATL, BTL, and Integrated Product Marketing.
• Brand and Communication: Oversaw branding, communications, product development journeys, and market expansion initiatives.
• Customer Experience: Enhanced the platform's user experience, leading to improved NPS scores.
• Revenue and Partnerships: Pioneered revenue modeling, forged key brand affiliations, and managed media relations.
• Industry Relations: Directed both internal and external industry body communications.
• Digital Outreach: Successfully drove app downloads, lead generation, and customer acquisition, serving over 4 million digital customers.
• October 2016 - Enhanced Role:
• Business Head - Dormant Clients
• Revitalization Strategy: Designed and executed "The Bumper Offer" campaign targeting 2 million clients, achieving a remarkable 35%+ reactivation rate of dormant customers.
• Record Performance: Set records for daily lead generation from dormant clients.
• Revenue Generation: Over a concise 13-day campaign period, generated a business volume of 2 crores.
• Industry Recognition: The campaign was acknowledged with multiple awards for digital marketing innovation.
• Team Development: Trained call center teams on effective conversion strategies and optimized customer reactivation journeys.

Jun 2013 – Jun 2016 · 3 yrs

• Leadership in Action: Head of Marketing at Aditya Birla Money Limited
• In a landscape dominated by industry veterans, I stood distinct as the sole woman board member (2013) of the listed company, a testament to my proven expertise and the trust placed in my capabilities. Aditya Birla Money Limited, an integral part of the Aditya Birla Group's financial arm, represented a multifaceted business ecosystem spanning Retail Broking, Wealth Management, Corporate Treasury, Real Estate Advisory, SME Lending and more. Entrusted with the helm of its marketing, I wasn't just leading a function; I was setting the course for an industry titan.
• Digital Transformation and Branding Brilliance
• In an era where digital is king, I spearheaded the brand-building of Aditya Birla's pioneering Online Personal Finance platform (My Universe) as it's founding CMO. But my role wasn't confined to the digital realm alone. Whether it was B2C or B2B marketing, brand communication, or media management, my strategic vision was holistic, encompassing every facet of our business. From internal to external communications, from digital client acquisition to brand custodianship across diverse business lines, my mandate was clear: ensure brand consistency, drive engagement, and foster growth.
• A Legacy of Excellence
• Our digital touchpoints, previously accessed via www.adityabirlamoney.com and www.myuniverse.co.in, have now been unified under the banner of www.adityabirlacapital.com. But this isn't merely a domain change—it's a symbol. A testament to the comprehensive strategies and the relentless pursuit of excellence that I championed, aligning diverse initiatives to create a cohesive, powerful brand narrative for Aditya Birla Money Limited.

May 2010 – Jun 2013 · 3 yrs 1 mo · India, South Africa

• Led in India Investment Marketing Operations Function for South Africa's leading 100 year old Insurance and wealth management global brand "Sanlam" . Directed 360 degree Marketing, Brand, communications and digital strategies across products and placements for off shore funds. Brand placement, media management, brand name establishment from the scratch and marketing operations planning. Managed authorities and regulators with respect to importing South African Brand in India.
• Played a key role in the India Launch of the brand and in handcrafting entire brand architecture, positioning and image.

Jan 2006 – May 2010 · 4 yrs 4 mos · Mumbai- India

• As a Founding Member of the Brand & Marketing Function, I spearheaded the creation of an all-India team from scratch, establishing the brand's philosophy and architecture, and developing retail marketing and communication strategies for both B2C and B2B sectors. I led the charge in brand management and corporate communications strategy, navigating the crowded retail broking space in India. My responsibilities included forming and managing nationwide communication and marketing teams, with a particular focus on branch operations and expansion. This involved strategizing communication for branch operations, expanding the franchisee network, and enhancing channel marketing, which significantly contributed to the company's brand image, trust amongst customers and media leadign to growth from 30 to 240 branches across India.
• In my role, I represented the company as the official spokesperson in the media and designed and led an all-India investor education campaign. This included media strategies and establishing strategic thought leadership in the BFSI space, particularly for the company's research arm. These efforts significantly boosted brand equity and trust among the investor as well as media community, gradually elevating the business to a premium retail broking brand in the country. I also played a crucial role in the company's first stake sale to IFC, marking a significant milestone in our growth and success.
• Joined the company as Assistant Vice President,
• 1st Promotion - Senior Assistant Vice President
• 2nd Promotion - Vice President
• 3rd Promotion - Senior Vice President

Jan 2005 – Jan 2006 · 1 yr · Mumbai-India

• Was a part of the Chairman's Core team, playing a pivotal role in various facets of the company's growth phase. My primary responsibilities included leading the strategic planning of our B2B global marketing strategy, which involved managing relationships with global agencies and partners, investor relations and partner programs. In addition, I was directly involved in assisting the Chairman, Mr. Ramesh Mansukhani, with key functional decisions, especially those related to the opening of a new plant and marketing and communication strategies during the growth phase. My role also encompassed the formulation of a comprehensive media strategy for the launch of our new plant in Kutch, Gujarat.
• I had the complete responsibility for media planning and buying, which was a critical component of our marketing efforts. Extended to managing investor relations and overseeing communications, ensuring that all initiatives aligned with the company's objectives and strategic vision during the growth phase.

Apr 2004 – Jan 2005 · 9 mos · Mumbai, Maharashtra · On-site

• A unique role crafted to build marketing and sales synergies between the Indian Express and The New Indian Express Group. Responsible for All India media buys and creative account planning across domains.

Jul 2002 – Apr 2004 · 1 yr 9 mos · Mumbai Area, India

• As a member of Corporate VAS Team - Marketing, sales media strategies in Value Added Services for corporate clients for then Orange later Hutch then Vodafone followed by VodaIdea now.