A multi-channel marketing communications’ specialist in BFSI with over twelve years of qualitative experience in designing and implementing corporate, brand, product, and employer branding communications across offline, online and on ground medium.
A multi-channel marketing communications’ specialist in BFSI with over twelve years of qualitative experience in designing and implementing corporate, brand, product, and employer branding communications across offline, online and on ground medium.
Career Highlights
Established and led dedicated Marketing Communications at Saraswat Bank driving 360 communications strategy across the country.
Established and enhanced Bank’s presence on leading digital platforms and social media sites
Managed Trade Marketing and RnR programs across India and prime locations
Developed and executed inventive communication strategies through leading partners that engaged a diverse viewer base
Drove Digital Banking business through product enhancement, online marketing and product promotion strategies
Domains Handled
Marketing & Communication | Digital/Online Marketing | Events & Sponsorships | Market Research | Campaign Management | Advertising Concepts | Product Communication | Corporate Communications | Internal Communications | Product Positioning | Internal Communication | Mainline and Creative Agency Management | ATL/ BTL Marketing | Brand Management | Customer Engagement | Project Management | Employer Branding | Team Management
Experience
At Saraswat Bank - Head, Marketing Communications (December 2020 – April 2023 | Mumbai, India)
› Conceptualized & implemented business and marketing initiatives, multi product launches and promotions across the country
› Localized marketing communications based on consumer’s usage pattern via analytics
› Improved Bank’s digital assets’ presence through SEO, SEM, SMM, Online Marketing, Social Media Optimization, Web Analytics, Corporate Website Management.
› Drove demand marketing initiatives that resulted in substantial increase in business growth
At Prabudas Lilladher - Head, Marketing and Corporate Communications (June 2020 – December 2020 | Mumbai, India)
› Led and formulated marketing strategy for all businesses of the Prabhudas Lilladher Group
› Planned and implemented digital campaigns, employer branding and PR that outnumbered company’s historic share of voice for 2019
› Improved Group’s brand presence through SEO, SEM, SMM, Online Marketing, Social Media Optimization, Web Analytics, Corporate Website Management.
› Successfully implemented several paid/non-paid online webinars and events driving and increasing substantial traffic to Prabhudas Lilladher’s digital assets.
At Saraswat Bank- Head, Digital Banking (October 2018 - May 2020 | Mumbai, India)
› Led a team of 20 plus adept Digital Banking and Online Marketing professionals involved in creating, managing, implementing and marketing digital banking products and services.
› Launched and promoted Bank on WhatsApp, TAB Banking, Fastag, Online Account Opening (Video KYC), Cards, Mobile and Internet Banking, through videos, brochures, interactive links and online marketing
› Launched Bank on WhatsApp (2nd bank in the country to provide banking through WhatsApp at the time of launch) and created digital awareness of the product resulting in 1million active users subscribing to the service.
At Saraswat Bank - Head, Marketing Communications (April 2017 – March 2019 | Mumbai, India)
› Led a team of 6 extraordinary corporate communications, creative and planning experts
› Spearheaded ATL and BTL communications through conventional media, digital channels, events, and corporate social responsibility programs
› Established Bank’s footprint on digital channels and online media and created award-winning intuitive website (Best Corporate Website – Bank 2019, ABCI)
› Successfully implemented enterprise-wide Loyalty Program – Saraswat Bank Rewardz.
At Saraswat Bank – Chief Manager, New Initiatives Unit (October 2011 – March 2017 | Mumbai, India)
› Drove 360 marketing and corporate communications across traditional, digital and innovative media.
› Defined and managed comprehensive go-to-market strategies and plans that included launch strategy, public relations, sales support, investor presentations, and partner material
› Created Annual Operating Plans and implemented brand marketing plans resulting in increased share of voice and mentions.
› Built strategic relationships and partner with key industry players, agencies and vendors
› Oversaw and approved marketing collaterals - from designs to copies
› Deployed successful marketing campaigns - from ideation to execution
At HSBC - Premier Manager (Retail Banking) (March 2011 – September 2011 | Mumbai, India)
› Managed HNI Financial portfolio of Rs 25 crore in Premier Division
At AC Nielsen BASES Project Coordinator (December 2006 – December 2007 | Mumbai, India)
› Managed market research field operations in Asia Pacific region for FMCG industry
› Audited Asia Pacific field methodology and field operations
› Framed & implemented strategic reporting techniques in external data collection
› Provided training to Field Surveyors and New Recruits in the field of market research
Education
MBA (Global Marketing & International Business) from University of New Haven, Connecticut, USA in 2010
M.Com. (Banking & Finance) from Sydenham College of Commerce and Economics, Mumbai in 2008
B.Com. (Banking & Insurance) from Sydenham College of Commerce & Economics, Mumbai in 2006
CAIIB from Indian Institute of Banking and Finance