Bala Krishnan Email & Phone Number

Washington, Dc, Us

Boston, Ma, Us

It was my privilege to serve as the Product Executive leading Customer Marketing, Marketing Technology, Data, Marketing Analytics and Investment Decisions for Capital One Bank. What was accomplished?* Established a large group of diverse, talented associates that thinks with a fintech mindset and supports/grows each other* A modernized suite of Marketing capabilities with pragmatic blend of build and buy approaches* An integrated Digital Marketing function across our Web, Search, Display, Social, Native Ads and Emerging Channels* Capital One Bank transformed into an omni-channel marketer that engages customers and prospects via intelligent, reactive journeys across 8+ channels* Capital One's reach into it's target customer segments exploded and CTAs were dramatically reduced* Customers are acquired and nurtured through always on marketing that is based on connecting their behaviors and needs to product features, and is less so offer dependent* Marketing is able to deliver a crazy number of creative and content variations and experimentation at scale; which means customers choose messaging and a frame that resonates with them* Marketers use intuitive and powerful tools to curate communications much faster* The team launched a customer data and insights capability that grows and learns from customer interactions in a privacy-safe and respectful manner* Established a data-led Customer Marketing function* The associates within Marketing have better workflow tools and an increased level of automation that has greatly reduced risk* Data Science Models used to predict and power engagement* Marketing spend efficiency has improved through use of Marketing Intelligence tools and capabilities* Vendor spend has been optimized* Constant innovation to scan emerging trends and bring into roadmap responsibly* Features are launched using agile practices

Irving, Texas, Us

In 2018, I had the pleasure of playing the following roles:- Portfolio leader for the entire Retail vertical of Epsilon clients (25+ companies). Portfolio work spanned the gamut of Marketing Execution and Marketing Technology Platforms (CDP, Marketing Clouds, Loyalty, Digital Experiences), AdTech Platforms (DSP, DMP, Paid Media Activation, etc). Sample work includes Gap Rewards Initiative, Home Depot Customer Platform, Sally Beauty Loyalty, Exxon Mobil, JCPenney Loyalty etc.- Head of Customer Marketing and Marketing Delivery for Alliance Data's Private Label Card Business. Examples of initiatives include Ikea, Ulta CRM strategy definition and launch- Head of Product Delivery organization and go to market positioning for Epsilon's customer loyalty and customer data platform productsPrior to 2018, I was heading Delivery for a third of the Retail Portfolio.Responsibilities:- Senior Delivery stewardship for the Portfolio- Provide advisory to C-suite stakeholders on their MarTech/AdTech/Digital ecosystem and roadmap priorities- Shape new opportunities, lead business development efforts- Provide feature inputs for Epsilon's Product roadmap from a retail perspective- Help set up Epsilon's India delivery center and mature Epsilon's global delivery framework- Grow talent

Boston, Ma, Us

Lead Sapient’s Customer Engagement Practice - US South. The region represented a USD 75 - 100 M portfolio across US South to Southeast with a focus on Commerce, Marketing Technology and Analytics capabilities. Practice was comprised of globally distributed associates at all levels from different domains (marketing technology, program management, UX and business analysis).

Boston, Ma, Us

Lead portfolios of up to 5 engagements that involve services across E-commerce, Digital Product Development and Web/Mobile Experiences. Accountability of ensuring all engagements in portfolio deliver outcomes and meet client goals, quality benchmarks and Sapient profitability targets. Representative work includes:* Belk’s Omni channel commerce transformation. First year Peak sales was $20 million compared to $5 million in past years.* Michael’s Stores E-commerce channel launch (www.michaels.com). The online channel generates about $300 million in revenue.* Stewart Title’s Digital Channel transformation through leverage of the Adobe Experience suite* Marketing and Commerce Operations for a large retailer resulting in sales improvement of 14%

Boston, Ma, Us

Served as an Engagement Lead accountable for successful outcomes on multiple Digital and E-commerce initiatives. Representative engagements:* E-commerce strategy and implementation for Carter’s online channel, which generates about $1B in revenues annually* Product Leader for the Digital Platform initiative at First Tennessee Bank; close to 20% reduction in branch reliance and 15% increase in acquisition* Program Leader for an enterprise content management initiative at Hilton Hotels Corporation. Content is a primary driver for online bookings. The platform supports multiple Hilton entities in US, UK, Japan and Germany with local language support. First year in market the platform drove 8% booking incrementality.* Program Leader for launching a mortgage product for Bank of America using a new Agile delivery framework; product launch through the new framework was 40% more efficient compared to legacy approaches

Detroit, Mi, Us

Started as a Technology Lead and progressed to the role of Product & Program Leader at Compuware's Digital Delivery start-up initiative. Experiences centered around building and running Digital and Interactive Marketing experiences for automotive, auto finance and consumer goods companies

London, Gb

Served in various roles on engagements ranging from Business Analysis, Program Management and Technologist. Representative engagements include::* Price intelligence data platform that aggregated customer purchase data, inventory and profitability data to inform optimum pricing for products by retailer and regional zone for a major CPG company.* Financial Intelligence reporting and insights suite for use by financial controllers at automotive clients.* Interactive Electronic Parts Catalog used by the Dealer network for a Motor Parts company

Masters, Environmental Engineering Technology/Environmental Technology

Bachelors, Chemical Engineering