Abha Shah

Growth & Marketing Role

• Formulated the brand identity of the company, differentiated brand positioning, built the value proposition and brand strategy backed by research, competitor analysis and consumer personas study.
• Conceptualised, developed and launched the company website with content optimised to communicate the business model, products and offerings to a global audience.
• Ran a month long Google Search campaign that resulted in 8 verified leads with 1 having a potential of INR 18 lakh order in 2 months.
• Created country-wise go-to-market strategies based on data-driven research of export-import trade data and our product strengths.
• Led the product development, branding, packaging and launch of 9 rice brands for the company: 6 in West Africa and 3 in UAE. Also created a private label brand for an Australian client.
• Handled and utilised a 2 year budget of INR 70,00,000 for growth and marketing - brand, product, website, socialmedia, trade fairs.
• Spearheaded the participation of EXPORA at Gulfood (Dubai)- the largest F&B exhibition in the world clocking in 50k visitors a day. Engineered the stall design, branding, display, sampling and directed the team for pre-during-post exhibition processes leading to a successful, smoothly run tradeshow.
• Created company brand messaging, collateral materials, customer events, promotional strategies, and product commercialization.
• Assisted in exploring and securing new business partnerships, exploring and experimenting with varied business models.

Product Manager Role

• Managed full product lifecycle, from ideation through post-launch support, ensuring consistent quality control measures were in place.
• Partnered with cross-functional teams to conduct thorough discovery and due diligence on existing processes.
• Created various tools and processes for making in-built Operating System for International Trade.
• Streamlined business processes by analyzing workflow and implementing necessary improvements.

• Developed strategy and managed market communications that drove product demand for the Bank's Assets Segment - Consumer Durable Loans, Lifestyle Loans, Personal Loans, Business Loans, Micro Business Loans.
• Brough together and led a cross-functional team of 20+ folks to launch the first ever Consolidated Loans Festive Campaign across all channels - Bank branches, POS counters, ETB customer emailers, Socialmedia and Website.
• Undertook an extensive Customer Immersion Project and re-crafted the identity, offerings and value proposition of Mirco Business Loans offering. Interviewed 45 consumers across the country through deep discussions and consolidated the findings to narrow down the insights.
• Launched Education Loans for the Bank: Undertook consumer extensive consumer research to identify key pain points and frame value proposition. Launched the product across channels online and offline. Created complete activation kits and plans for promotion.

• Handled Product Marketing for the Bank’s Assets segment – Consumer Loans, Business Loans, Fastag. And Customer Service.
• Crafting key value propositions, key visuals, key offering for each of the products.
• Formulating and executing end to end marketing communication and campaigns across various channels like BTL, ATL, Socialmedia and to various channel partners like DSAs stores/dealerships with co-branded promotion
• Undertook bank-wide activity of making Loan Centres Covid Complaint with branding, notices,
• Worked closely under the guidance of the Bank's MD and Assets Head to create educational content around loan moratorium issued by the RBI in 10 different languages with easy to understand calculation examples which was launched and circulated across all channels to all customers. The content was widely appreciated by customers and Bank's leadership.
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• Got mentored under the MD's Office to understand the ethos of the Bank, vision, communication language, tonality and representation.
• Responsible for overhauling and setting the process and SOP for Online Reputation Management for the Bank to get it done in-house.
• Simultaneously evaluated tools for ORM and saw to the integration of the same with the Bank’s CRM systems.
• Built customer centric processes, escalation matrix to bring efficiencies in query resolution from the online channel.