Antima Rai

• Campaign Design and Launch:

Designed, developed, and executed investment and FX CIO thematic campaigns across multiple APAC markets. Analyzed campaign performance, identified the non-performing leads and enhanced the targeting criteria. Activities contributed to over $100M in revenue and $20M in incremental revenue growth.

• Lifecycle Management (LCM):

Developed a client lifecycle mapping framework for Asia South (SG), defining customer journeys and milestones. Identified bottlenecks and designed campaign planning. This contributed to a potential $410M in NNIA by 2025

• Funds Flow Analysis:

Designed and implemented a fund flow tracking framework across retail banking products.
Built an interactive dashboard providing real-time visibility into money movement trends and key outflow sources, driving retention strategies, and enhancing customer engagement.

• EBR Segments:

Developed a framework to segment clients into five tiers (A-E) based on engagement, behavior, and revenue (EBR). The Project Green campaign, targeting segment D, disengaged but cash-rich clients, generated $0.7M in revenue and $2.83M in NNIA.

• Next Best Action (NBA):

Core contributor in building the Next Best Action (NBA) platform for U.S. financial advisors.
Identified client-targeting opportunities and developed logic for triggers, email templates, and personalized arbitration per FA. Designed an impact measurement framework, with the initiative projected to drive over $91M in NNIA by 2025.

• Automated ETL pipelines for ASP markets, supporting profitability models across credit cards, loans, and mortgages.
• Analyzed trends using revenue and risk KPIs; created storyboards to support strategic decisions.
• Built the Balance Build dashboard (CIP product) to track performance by customer segment, tenor, and year.
• Developed the Qlik Sense MASTER TAX dashboard, enabling self-serve analytics for stakeholders.
• Automated ARGUS process to analyze portfolio performance and purchase behavior.
• Identified and resolved bottlenecks in space management, improving operational efficiency.