I am responsible for designing and executing the CRM strategy for the company with the key objectives of acquisition and retention of customers, to drive business volumes and profitability. The business spans different segments of customers - mass market and luxury segment, retail and commercial customers. Job responsibility includes the following:• Designing effective marketing campaigns for acquiring new customers - identifying target customer segments; acquiring appropriate database and designing events and campaigns to achieve higher customer conversions through active prospect management tools. Digital and online marketing is a critical component of the acquisition channels.• Customer journey mapping and ensuring enhanced customer experience at every touch point. • Retention of existing customer through the purchase life-cycle • Development of digital apps and technology to integrate the processes• Contact centre management – Staffing and management of contact center to support all the CRM activities. • Data analysis and reporting to management, and recommending appropriate actions.

As a founder member I helped set up business for the company in India. At the initial stage this involved putting together the operating plan for the company, and filing the regulatory requirements with the regulator. I set up the marketing function, crafted the company brand philosophy and guidelines. In my 6 years with the company I helped expand its presence, market its products and grow its customer base. I was a leading a team of 250 employees.Job responsibilities included: • Creating marketing and promotional campaigns for print, electronic and digital media. Developed the company website, online presence and the SEO strategy.• Developing the positioning and marketing plan for all products. Built a portfolio of 18 products since inception. • Developing and executing all branding and field sales promotion activities customized for each sales channel to develop relevant prospect bases. • Developing the corporate communication and public relations plan• Led the employees sales channel vertical, with focus on targeted high end customer segments• Provide back end operations support: This included managing the call centre operations; ensuring renewal reminders delivery to customers, providing alternative payment mechanisms and operating a field collection staff.• Data analytics to build predictive behavior models and optimize cost to revenue collection.• Manage the customer lifecycle communication.

I joined the organization in the year 2000 when AIG was setting up operations in India. I started by handling the marketing function for both the Life and General companies. One of my early achievements was to tie up with HSBC bank as a bancassurance relationship for Tata AIG, and then handled the relationship for a couple of years.Later I moved to the Life Company and created the brand identity for the company, developing the advertising strategy and campaigns for the company as well as the product launches. I also set up the direct to customer channel and the online sales platform for the company, which was an innovation in the industry at that time. I got the opportunity to visit AIG’s operations in Japan, Korea, Hong Kong and US and bring in their processes and best practices. I introduced several other innovative direct distribution routes, including direct response advertising and the e-business channel, integrating the web, mobile and call centre which became a significant revenue contributor.

I worked with HSBC in their credit cards department in a product and marketing role. I was responsible for increasing the card base and launched several cobranded cards. Later I moved to the role of portfolio management and was responsible for driving business profitability of the base by designing programmes that would drive card usage and retention.