Mandate includes leading the marketing function of the Bank including customer life cycle communication, digital marketing, regional PR, internal communication, among others.

Driving the awareness and desired perception of brand IDBI Federal is my key deliverable. I lead a team that handles pre-sales and post sales communication.An important development for the team was when at IDBI Federal, we chose to drive brand awareness and engagement through sports sponsorship. My team and I have driven the entire sports sponsorship strategy and have seen success in making the brand be seen and perceived in the right light. Some of the accomplishments include the signing of Leander Paes as the face of one of our marathons and Sachin Tendulkar for three of our marathons. We have also sponsored a programme involving Pullela Gopichand to boost Indian badminton's success at the global level.I am also leading an internal transformation project whereby we have identified the positioning for IDBI Federal and now are creating an organisation wide realignment to the positioning. The project entails driving and measuring internal transformation, leading to external communication.

Having picked up digital marketing, we have driven our sporting properties well on social media in the short time that we have been active. We are also driving the employer brand building initiatives through LinkedIn.

For the very short time that I was handling this profile, I was expected to drive market development activities in tier 2 and 3 towns. Using demographic and financial data, and overlaying the same with out distribution strength, we identified 30 markets of interest. My team and I then devised plans for each market keeping the market dynamics in mind. One project was to drive women to work as insurance advisors (agents). The project that cost us Rs.30 lacs gave the company more than 5 crore of premium within 6 months of implementation.

I was responsible to drive brand awareness and consideration for Birla Sun Life Insurance. In the 3 years, the various 360 degree campaigns handled by my team and me got us many awards, none sweeter than the increase in the awareness and consideration scores to all time highs. I managed the endorsement of the brand by Yuvraj Singh single handedly that included managing the crisis situation post his cancer announcement. I also managed third party distribution marketing and worked closely with the team at Citibank to create business programmes to drive life insurance sale among Citibank customers.

• Acted as a Custodian of the brand - Kotak Credit Cards and ensured development of all consumer communication through: • Mass media • Emails • Mobile • Direct mailers • POS elements• Understanding the TG of the partner and developing communication and products and managing marketing spends for Kotak Credit Cards• Involved in conceptualizing and executing ground events; tracking consumer choice and preference.• Generated consumer activation strategies and tactics and mapping market trends.• Ensured Agency co-ordination – Creative, Media, Research and Event Agencies.

Trained MBA aspirants in Verbal Ability. Also handled Communication Skills Building programme, especially for students who got a call from various b-schools for Group Discussion and Personal Interview.

• Carried out New Product development and monitored consumer choice and preference• Involved in communication development – BTL and ATL.• Looked after Sales Analysis – Internal data, ORG Retail Panel, IMRB Household Panel• Maintained in mapping Market Trend and Agency co-ordination – Creative, Media and Research Agencies

• Product Portfolio management for Alfa and VIP Luggage• Managing marketing communications• Developing schemes for sales promotions• Liaison with creative, media and research agencies• Developing POS material• Analysis of monthly sales reports and planning brand activities accordingly• Capture trends and movements in terms of customer choice and preference

Worked on the planning and executing the launch of Hero Honda Karizma. Also worked on the execution of Channel [V] Popstars 2 ground event in Delhi and Chandigarh.