Summary
Overview
Work History
Education
Skills
Timeline
PERSONAL DOSSIER
Generic

HARSHAD JAIN

Summary

Accomplished Integrated Marketing & Communications professional with 17 years of experience in strategizing high-impact "Brand and Growth Marketing" campaigns across B2C and B2B business models.

Skilled in building sustainable brands across India, Indonesia, and Singapore through a comprehensive full-funnel marketing strategy, including Brand Strategy, Corporate & Crisis Communications, Sports Marketing, Sponsorships, Digital-Social/Content marketing, and Customer lifecycle marketing.

Proficient in leveraging AI-powered tools for marketing and communications—from creative automation and predictive segmentation to real-time sentiment analysis and personalized customer engagement—enhancing both brand impact and campaign efficiency.

Noteworthy achievements include launching IDFC FIRST Bank in 2019, resulting in a significant increase in brand awareness and consideration. Recognized for launching Asia's first mobile-only bank, digibank by DBS, with a disruptive brand positioning in the banking category. A collaborative professional with a track record of building strong relationships with internal and external stakeholders.

Graduate in Mass Media (Advertising) with an MBA (Marketing) from a prestigious Business School. Proven track record of serving as former Brand Custodian of Development Bank of Singapore | YES BANK | State Bank of India.

Overview

17
17
years of professional experience

Work History

Head of Marketing- Brand, Digital & Retail

IDFC FIRST Bank
07.2019 - Current
  • Lead high-performance cross-functional teams across Brand, Digital Marketing, PR & Crisis Communications, Sponsorships, and Retail Experiential Marketing, driving integrated campaigns that build brand trust and deliver measurable business growth.
  • Deployed AI-powered creative tools for rapid generation and A/B testing of campaign assets, enabling faster GTM and improved engagement across digital channels.
  • Integrated AI-based brand sentiment analysis across social, paid, and earned media to proactively manage reputation, optimize messaging, and inform PR response strategy.
  • Own the Annual Operating Plan (AOP) for marketing with full (business-line wise) P&L responsibility; delivered the fastest growth in top-of-mind brand recall (10X in 4 years) in the BFSI category, while aligning with broader business KPIs.
  • Architect and execute the core brand strategy via multi-format ATL & BTL campaigns, high-visibility sports sponsorships (IPL, BCCI Cricket, Marathons), and content-rich brand storytelling.
  • Drive celebrity-led endorsement strategy (Amitabh Bachchan) alongside influencer programs, propelling IDFC FIRST Bank to #1 in Digital Share of Voice (SoV) among Indian banks.
  • Launched a digital-first brand roadmap with 100% ROI accountability—leveraging SEO/ASO, app marketing, and content optimization, resulting in the bank's app being ranked #1 in Forrester’s banking app study.
  • Spearhead thought leadership and strategic PR, including authored articles, media partnerships, and speaker forums such as India Economic Conclave (Times Network), ET Now Leaders of Tomorrow, CNBC TV18 Budget, and regional fintech summits.
  • Conceptualized and led the industry’s first purpose-led brand platform with product plug-in—‘TreePublic’ campaign, where account opening is tied to real-time tracked tree planting.
    Launched India’s first live Green Billboard campaign with 10,000 plants and real-time AQI displays, aligning brand identity with sustainability and community impact.
  • Direct corporate communication programs that reinforce organizational reputation (positive sentiments), stakeholder trust, and internal alignment, including crisis response, media engagement, and strategic narratives for CXO visibility.
  • Champion consumer research, social listening, and U&A studies to launch insight-led customer value propositions across the lifecycle, through a robust omnichannel marketing approach.
  • Oversee comprehensive media planning & buying across ATL, BTL, and digital, with annual marketing budgets exceeding INR 260 Cr (USD $31mn) using tools like BARC’s YUMI for precise audience targeting and media optimization.
  • Built and scaled the portfolio marketing function, including CLCM (Customer Lifecycle Campaign Management) using data analytics, spend patterns, and predictive modelling to maximize Customer Lifetime Value.
  • Enhanced website and app conversion rates through structured UX design, funnel optimization, and SEO-driven architecture.
  • Accountable for marketing budget planning, cost-efficiency, and ROMI tracking, ensuring optimal spend across channels and initiatives with business-aligned outcomes.

AVP- Brand Marketing & Communications

Development Bank of Singapore
10.2017 - 06.2019
  • Appointed Brand Custodian for Asia’s first mobile-only bank, digibank, responsible for translating DBS Singapore’s global brand vision into impactful and locally resonant marketing campaigns for the Indian market.
  • Acted as the single point of contact (SPOC) for all Go-To-Market (GTM) initiatives in India, ensuring regional adaptation and cultural localization of brand strategy, messaging, and creative assets.
  • Developed and scaled a content marketplace through the “Engage to Convert” framework—curating contextual blog-driven content that supported acquisition, engagement, and app stickiness.
  • Led the end-to-end planning and execution of integrated ATL, BTL, and PR campaigns, driving brand awareness and distinct positioning "Live more, Bank less" in an increasingly competitive digital banking ecosystem.
  • Engineered a celebrity-led marketing ecosystem leveraging global cricket icon Sachin Tendulkar and the brand mascot ‘Digor’ the dinosaur, to craft a relatable, high-recall storytelling platform for youth and mobile-first audiences.
  • Rolled out strategic initiatives including ‘Intelligent Communications’, Member-Get-Member referral programs, and digiBucks loyalty rewards, using data-led insights and contextual marketing to enhance acquisition and retention metrics.
  • Oversaw the in-house creative studio, comprising designers, copywriters, and motion artists to fast-track GTM campaigns and reduce external dependency, resulting in faster turnaround and creative agility.

AVP- Marketing & Corporate Communications

YES BANK
08.2016 - 09.2017
  • Led the ‘IPL’ Brand Sponsorship with close coordination with BCCI and league teams for YES BANK brand amplification (on & off ground).
  • As the brand custodian, conceptualised, launched and monitored all brand marketing campaigns to reposition YES Bank's brand promise to ‘India Bole YES’ across ATL & Digital mediums.
  • Developed the brand strategy to get YES BANK feature in the prestigious Kantar WPP’s BrandZ listing in 2017.
  • Manage internal art studio, advertising, media, marketing & PR agencies.
  • Curated, launched & managed key brand integration properties such as Polo Cup, Times LitFest, HT Leadership Summit, Fashion & Lifestyle events across India & UAE.

Manager- Brand Marketing

SBI General Insurance
01.2010 - 07.2016
  • Part of the company start-up team, developed all brand and marketing elements for SBI’s venture into General Insurance.
  • Built the overall brand architecture and brand tool-kits to ensure consistent brand positioning and imagery.
  • Led the brand launch with targeted consumer and trade marketing campaigns. Focus on effective media planning & buying for targeted reach.
  • Devised product & brand communication campaigns (ATL/ BTL / Digital/ PR and Internal Communications) to achieve business and brand objectives.

Marketing & Communications Associate

State Bank of India (SBI)
07.2008 - 10.2009
  • Responsible for end-to-end marketing and communications support for all new businesses and new product launches for the Bank, at regional and national level (14K + branches)
  • Responsible for corporate brand building campaigns such as the highly acclaimed- Banker to every Indian campaign through high-decibel ATL and BTL media plans.
  • Conceptualisation and execution of marketing campaigns for alternate banking products such as Cards & Mobile Payment products by developing 360 integrated marketing communication campaign across Print, T.V, Radio, Internet and Out of Home media/s.
  • Developed SBI’s first Loyalty Rewards Management (LRM) program, branded as –Freedom Rewardz (https://rewardz.sbi) for the Bank’s customers with the objective to increase customer loyalty and drive usage of various banking products.

Education

MBA - Marketing

Welingkar Institute Of Management
01.2008

Bachelor of Mass Media - Advertising

R.D. National College
01.2006

Skills

  • Business Strategy
  • Marketing Strategy
  • Brand Development & Online Reputation Management
  • Customer Lifecycle Campaigns Management
  • Marketing Analytics
  • Media Planning and Buying
  • Influencer partnerships
  • Digital marketing
  • Digital Acquisition Strategy
  • ROMI (Return on Marketing Investments)

Timeline

Head of Marketing- Brand, Digital & Retail

IDFC FIRST Bank
07.2019 - Current

AVP- Brand Marketing & Communications

Development Bank of Singapore
10.2017 - 06.2019

AVP- Marketing & Corporate Communications

YES BANK
08.2016 - 09.2017

Manager- Brand Marketing

SBI General Insurance
01.2010 - 07.2016

Marketing & Communications Associate

State Bank of India (SBI)
07.2008 - 10.2009

Bachelor of Mass Media - Advertising

R.D. National College

MBA - Marketing

Welingkar Institute Of Management

PERSONAL DOSSIER

Date of Birth: 15th August 1985


Current Place of residence: Mumbai, India

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