Apr 2019 – May 2021 · 2 yrs 1 mo · Mumbai

• Developed and executed direct to consumer strategy in industry record time lines – a first
• Martech roadmap
• Technology blue print and delivery for customer facing processes
• Product roadmap to build in house capability for Customer data platform (CDP)
• Implemented AI based Customer data platform tightly integrated with multiple direct to consumer platform, an industry first in four months’ time. This included integration with Facebook, Google, Criteo
• Improved P&L KPI’s with ROI higher than the industry benchmark
• Introduced new channels of communication off and on platform focusing on content marketing including social media platforms
• Built hyper personalised acquisition, engagement and retention frameworks
• Introduced Use of 1st and 3rd party data for audience intelligence
• Implemented precision marketing models and automation
• Use of AI driven models to personalize customer communication
• Introduced KPI’s for attribution model leveraging data science to measure efficiency
• Created industry first for B2B through automated, personalised demand generation program
• Envisioned and delivered a data driven customer experience strategy for the OTT platform
• Customer charter and customer experience framework , improved ZEE5 in app ratings
• Evolved NPS program for the OTT platform
• Built automation framework for customer service to reduce first response times from days to a minute
• Built social bot for answering customer queries real time on social media
• Created war room and early warning system for real time Online reputation management
• Developed unique industry first automation for enhanced customer service across touch points and for internal process through Chabot, online Help Centre, On platform Bots for self assistance
• As part of Management committee lead initiatives to drive customer centricity across the board
• Set up customer delight board
• Review and measurement of customer impacting issues

May 2012 – Apr 2018 · 5 yrs 11 mos · Mumbai Area, India

• Responsible for delivering improvements to current business practices to drive continual revenue growth from the customer database, through data driven marketing and loyalty initiatives.
• First time introduced ROI based marketing for Bank
• Implemented Martech tools in record time, fastest implementation in Indian Banking industry
• Won several industry accolades and awards
• Member of Executive Decision Making team involved in formulating customer engagement strategies and action plans in alignment with corporate vision and business goals:
• Conceptualized, developed and rolled-out the current customer engagement strategy of the bank
• Built the country’s only bank-wide Rewards program which delivers a top-line incremental business impact – recognized as largest and best program in Global Banking industry
• Initiated the concept of marketing automation tool and supported bank’s vision of scaling up and optimising marketing communications; reduced communication costs by 50%:
• Developed real-time campaign capability
• Developed a first-of-its-kind advantage for the bank – a separate P&L for the customer engagement program delivering gross revenue
• End o end product management from GTM, product design, value proposition, marketing and communications
• Designed and rolled-out an integrated Rewards platform with omni-channel presence across mobile, internet and internal core banking systems, building one view of the customer relationship for the Bank
• Formed strategic alliances with e-commerce partners
• Delivered high-level of online customer experience leading to generation of incremental upstream revenue
• Formulated B2B demand strategies and implemented integrated program using CRM Next
• Pioneered the concept of ‘digital experience branch’ and implemented the pilot launch of the same
• Liaised and coordinated with various Business Heads to drive change management and thought leadership with regards to ROI based communications

Dec 2006 – Mar 2012 · 5 yrs 3 mos · Mumbai Area, India

• Built marketing automation practise for the business. Martech stack, loyalty stack, promotions engine. Did first ever consumer segmentation exercise in retail, implemented ROI based marketing by building engagement and retention programs for the brand. Extended analytics practise for use of loyalty data by merchandising and other teams. Launched co branded credit card for the program delivery revenue of 2cr.
• Build customer satisfaction index for the retail chain, was awarded MD's award for the same.
• Certified on TATA business excellence model and Was part of strategy team and led strategy for marketing for three years.

Oct 2003 – Nov 2006 · 3 yrs 1 mo · Mumbai Area, India

• Implemented industry first, direct to consumer Martech tool implementation in country. Evolved programs using the technology and was power user for building innovation and new functionalities.
• Developed and launched customer lifecycle led campaign frameworks for liability & direct banking channels. Evolved framework for event based campaigns.

Jan 2003 – Jan 2004 · 1 yr · Mumbai Area, India

• Evolved and implemented direct marketing programs for various bank products. Handled optimisation and use of bank properties for promoting various products. Handled online lead generation for NRI and remittance products.

Jan 2002 – Oct 2003 · 1 yr 9 mos · Mumbai Area, India

• Built blue print for merchant level loyalty program, first of its kind coalition program piloted in India. Implemented go to market program, including door to door campaigns, events, promotions

Mar 2000 – Mar 2002 · 2 yrs · Mumbai

• Develop direct marketing programs for brands including Hindustan Lever
• Evolved & implemented program for IOCL which is today called ‘ Xtra rewards’

May 1999 – Mar 2000 · 10 mos · Mumbai Area, India

• Launched nationally mango juice brand called ‘ Life’
• Launched enterprise wide sales automation tool
• Developed markets for Onjus in state of Rajasthan