New Business development and Product development across sectors

Digital Sales and Digital X-sell of credit cards and lending products at Citi India. Worked granularly across multiple digital onboarding channels, merchant partners, paid as well as organic media, to acquire New To Bank customers in lending products.Also deep dive into customer user journey and user experience enhancement to drive higher sales. Funnel Analytics resulted in multiple initiative across front end, back end and mid-office to enhance journey, reduct drop offs, increase sales and thus meet Cost Per Acquisiton targets Worked closely with partners such as Zomato, PhonePe, Amazon, Tata Sky, Vodafone India, etc to create customized sale propositions and user journey, integrating multiple systems and entry points.

As Social Media Manager for Citi India, worked creatively towards management of social media marketing as a scientific approach backed by results and tests, and not just branding for share of voice and impressions.Was responsible for managing all marketing activities across various Social Media: Facebook, Instagram, Twitter and LinkedIn. Worked extensively on impact in not just Branding but Customer service, Digital Sales, Corporate initiative, and super-personalized campaigns across Facebook for Sales, X-sell, digital activation and usage.Managed high amount of marketing budgets and added more products / services to be sold through Social Media in the two year period.Worked extensively across multiple ad formats, creative and content calendars and AB-testing to derive optimum results.

Managing key partnerships like MakeMyTrip, Flipkart, Zomato, EazyDiner, Airbnb, etc. to increase spends on Citi Credit Cards.Worked on conceptualizing offer campaigns, pan-channel execution including Digital and Offline Media, assessing pre-post campaign impact and incremental digital spends. Upskilling: Partnerships management, campaign conceptualization, timing and nature of offer, marketing and trend analysis and business insights through performance to drive higher spends.

Responsible for Digital activation of customers in Citi internet banking and Mobile banking channels. Worked towards multiple offline as well as online activation campaigns, designed by data analysis and segmentation, followed by personalized and targeted messaging. Resulted in overachievement of targets for digital activation and reduction in physical statements; and this campaigns won "Citi Campaign of the year" award.