Head Innovations
HDFC Bank
مجموع سنوات الخبرة :13 years, 6 أشهر
• Develop new constructs for social media innovation.
• Enterprise level collaboration for Internal and social business strategy.
• Develop strategy for building communities that can be leveraged for lead generation, cross sell and upsell.
● Digital Marketing Strategy for customer engagement, advocacy and demand generation with multi channel marketing approach; based on best practices research across leading brands (financial & non-financial)
● Recommended Social Media Strategy for bank products by mapping the digital buyer journey and identifying social media channels and interaction points for conversions; mapped the customer decision making process and Social Media metrics
● Brand Strategy for Credit Cards, enabling business strategy for awareness and activation programs
● Integrated Marketing approach for brand activation with Affinity Marketing programs i.e. Brand sponsorship of key sports events such as the Premier League
● Zone based Communications strategy for card programs across channels, partnerships and audience engagement. Generated consumer insights within segments for Demand Generation
● Extended direction for developing social media campaigns
● Campaign Management with differentiated brand positioning and execution efficacy (Right audience and time to market)
● Segment Strategy development and Brand Management for the medium net worth segment to improve customer profitability at an account level and improve cross-sell ratio of Investment and insurance products.
● Campaign management and media management to improve Marketing ROI. Product enhancement initiatives to improve customer level profitability
● Consumer insight development for the medium net worth and high net worth segment.
● Marketing campaign to raise participation at retail level for the Investments portfolio; launched marketing campaign with an objective to increase walk-ins (tested through the door strategy for investment products); achieved over 100 % increase in customer response.
● Launched three structured notes linked to different asset classes
● Direct Marketing campaigns to cross-sell investments to the existing retail customer base and increase segment profitability
● Brand Strategy Management to create a flagship brand for the credit cards portfolio
Awarded the Best Credit Card (international) - Freddie Awards - 2003
Awarded Credit Card of the year - Banker Middle East - 2004
● Product enhancement initiatives and Portfolio Growth strategy management
Direct marketing strategy to make co-brand the preferred credit card with the frequent flier database. Responsible for acquisition and usage campaigns for portfolio growth
Benchmarking studies of the frequent flying programs to ensure “best value” customer value proposition. Pricing and contract negotiation with the partner to improve partnership value for the bank
● Feasibility studies for potential co-brand tie-ups in the retail segment
● Integrated Marketing approach to position the co-brand as the “best value” card in the travel space
● Channel strategy based on “channel-specific” consumer insight to ensure greater conversations and conversions with the membership base
● Portfolio and usage programs to maximize per account profitability. Achieved 100 % growth in per account profitability and increased portfolio revenue to gain 50 % contribution to the over all cards portfolio
● Launched “Accelerate your Miles” program targeted at transactor segment to improve profitability per account by over 30 %