SHWETA SINGH

• Own the Existing-to-Bank (ETB) 3-in-1 Account Opening journey across Savings, Demat and Trading products, driving onboarding enhancements, funnel optimization and customer acquisition initiatives across digital channels.

• Simplified the onboarding experience by reducing journey steps from 14 to 7 through customer data pre-fill, PAN validation and digital signature reuse, resulting in a ~20% reduction in customer drop-offs.

• Resolved onboarding friction caused by lien-based eligibility restrictions, delivering an additional ~6% reduction in journey abandonment and improving customer progression through the account opening funnel.

•Drive customer acquisition initiatives through cohort-based targeting, strategic digital placements, and journey optimization to improve onboarding conversion and support Demat & Trading account growth.

• Leveraged Adobe Analytics dashboards to monitor onboarding funnel performance, CTA engagement, customer acquisition metrics, and conversion trends, enabling data-driven optimization of digital journeys.

• Led API-driven digital transformation initiatives across investment products including Floating Rate Savings Bonds (FRSB), Sovereign Gold Bonds (SGB) and Senior Citizen Savings Scheme (SCSS), while managing requirements, UAT and stakeholder alignment across technology, compliance and operations teams.

• Author BRDs, user stories and acceptance criteria, collaborate with cross-functional teams, and drive delivery from ideation through production rollout.

• Managed strategic client accounts, developing custom digital advertising solutions, and driving revenue growth across performance and branding campaigns.
• Utilised Salesforce and Expresso to maintain pipeline health, manage campaign lifecycles, and generate performance reports.
• Collaborated with internal teams to design impactful media plans and ensure flawless execution of high-value campaigns.