In the business of driving growth by seeing and hearing what others do, but thinking and implementing what others do not. 

Like my marathon running I build for the long haul.

As the CDO at HDBFS, I am accountable for

• Setting up the Analytics Function with focus on model building to drive - Cross Sell, Customer Retention, Products/ Customer

• DPDP – preparing a 3Cr+ customer base lender to be DPDP compliant

• Setting up the Data Office to drive Data Governance

• Driving revenue thru the Website and App- we are now clocking 100cr + disbursals monthly directly attributable to marketing campaigns

• Delivering business from digital assets, already 3x of Mar’ 24 exit volumes

• DIY Journeys – already 2x of Mar’24 exit biz -volumes and % conversion

• Launching OK HDB -an LLM powered, voice-based DIY PL journey

• Clear Positioning to drive Growth with #Hojayega and sports association with Haryana Steelers (PKL) to attract quality customers.

• Brand Visibility – launched HDB’s 1st ever mass media campaign with the Pro Kabaddi and reached over 20 Cr of our TG

• Overseeing Internal Branding, Employee Engagement, IPO related Marketing

As a representative of the consumer on the leadership table of Fino, I delivered on

• Creating preference for Fino in a very cluttered and commoditized market - using the basic principles of marketing and behavioural economics

• Liabilities -Acquisition and Balance Build up

• Growing customer LTV

• Driving subscription revenues- we offer subscription based bank accounts!

• Acquisition of channel partners

• Analytics - to drive LTV and monetize data

• Revenue targets - I deliver on Renewals ( INR 125 Cr) , Customer Acquisition (15% + of all customers acquired are directly attributable to marketing campaigns) , Distribution Acquisition ( 15% of all distribution partners acquired are directly attributable to marketing campaigns) , Balance build Up 

Simply put my marketing and analytics teams are profit centers.

Co Founded Ormax Money -India's most respected firm of consumer behaviorists focused on the BFSI space. To all our client partners we were the consumer voice on the marketing table.

The best of brands worked with us for only 2 reasons - We were personally involved in every project we did ( the reports bore our name) and we  ( still are) stood by our recomendations.

An alumnus of IIM Lucknow ( 1999) and SPCE ( Civil Engineering, 1996) with experience across BFSI, Retail , Education I have figured that one framework with works well- CC  and CF

Conceptual Clarity - get your fundae right

Contextual Familiarity - Figure where to apply what!

What is new?

• DIY Journeys - Xsell and more!!

• DPDP Implementation

• Using AI to drive business - it works!

• Content is king- drives down Cost per Install, Cost of Account Opening

• IPL Madness - and it's impact on business!

• Boom in gaming and impact on banking!

• Talking about Impact of social media on Marketing, Gen Z buying behaviour

• SMART (Sequential Multiple Assignment Randomized Touches) - great way to drive consumer behaviour

• RPV Model. Resources - Processes - Values . The building blocks for a new set up

• Organic is in. Affiliates are out. Lesson learned due to unambigious and inviolable quality norms 

• ESG can be very clearly entwined with business. Speak to partners who can help cut thru the fluff!

Campaigns Driving Business

Media Coverage - Click on the image to go to the article.

#Digital #Branding #Profit #ConsumerInsight #Marketing #Analytics #AI #Fintech #Sales #Business #Banking #Consulting #CEO #CMO #Subscription #Renewals #Media #CXO