Hitesh Bhatia
Navi Mumbai
Summary
Integrated marketing communications leader with over 15 years of experience in fintech and BFSI sectors. Successfully established and transformed brands, including leading the marketing function at Receivables Exchange of India, enhancing brand perception, and thought leadership. Currently serving as Senior Vice President of Marketing at Vayana, driving domestic and global brand expansion through strategic marketing plans and collaboration with agencies. Proven ability to double sales funnels and manage pre-sales initiatives, delivering measurable results and significant value.
Overview
18
18
years of professional experience
Work History
SVP Marketing
Vayana Network
Mumbai
04.2021 - Current
- Established and led the go-to-market strategy for Vayana TradeXchange (VTX), which led to:
- Over 300 media articles, strong relationships with senior journalists, a 50% reduction in agency retainer costs, and a 5x increase in editorial coverage.
- The creation of three properties resulted in establishing VTX as the industry leader and the leading ITFS platform.
- Fostering strong relationships with policymakers, trade bodies, and partnerships with six EPCs, resulting in a strong sales pipeline and doubling the lead flow.
- Participation in domestic and international trade events, resulting in strategic tie-ups with ecosystem players.
- Won several international and domestic industry awards, making VTX the most awarded cross-border trade platform.
- Set up the complete marketing function, starting with brand name and logo creation, website domain registration, building the website, sales support materials, and social media handles.
Chief Manager - Head Marketing
Receivables Exchange Of India (RXIL) - NSE & SIDBI JV
Mumbai
01.2020 - 04.2021
- Set up the marketing function from scratch, and create the strategic pathway to make RXIL the market leader.
- Engaged with key media journalists to develop the CXO's profile, ensuring coverage by key media publications.
- Organised over 100 webinars during COVID, promoting the early payment product for MSMEs, resulting in 5,000 new customers.
- Optimised the website and social media management to enable online customer acquisition.
- The active engagement with the ecosystem led to drafting recommendations for the Factoring Act, 2021.
Brand Lead
CRISIL
Mumbai
08.2019 - 01.2020
- Executed integrated marketing initiatives for CRISIL Research, Infrastructure Advisory Business, and BIRS.
- Coordinated cross-functional teams to align marketing strategies with business objectives.
Senior Manager - Head Marketing
Invoicemart (mjunction & Axis Bank JV)
Mumbai
01.2018 - 07.2019
- Set up the marketing function from scratch, with the objective of creating a distinct brand identity from Axis Bank and mjunction.
- Reduced agency retainers by half, while increasing the ROI.
- Established and managed social media and digital channels, boosting visibility across industry forums.
- Managed media relations, drafted press releases, pitch notes, and spokesperson responses.
Senior Manager - Brand Management and Corporate Communications
Fino Payments Bank
Mumbai
03.2015 - 12.2017
- Developed brand identity for Fino Payments Bank, ensuring consistency across all channels.
- Created comprehensive briefs for agencies and managed pitch processes.
- Selected and negotiated retainers with agency partners to optimise budget utilisation.
- Facilitated workshops with the brand agency for senior management engagement.
- Planned branch rollout across 400 locations, collaborating on strategy and design conceptualisation.
- Shortlisted designers for multiple retail formats, enhancing customer experience through effective design.
- Executed TVC campaign and managed media planning and buying to maximise reach.
- Led change management campaign 'Aarambh', overseeing every phase from ideation to execution.
Manager - Public Affairs/ Govt. Relations
Fino Payments Bank
Mumbai
03.2013 - 03.2015
- Developed Grievance Redressal System for Haryana Government's pension scheme, serving over 20 lakh customers.
- Managed transactions exceeding Rs 100 crore monthly to enhance service efficiency.
- Liaised with the Department of Financial Services and the Ministry of Labour and Employment on key initiatives.
- Represented Fino at the 46th Annual Meeting of the ADB Board of Governors in Delhi.
Assistant Manager - Public Relations/Media Management
Fino Payments Bank
Mumbai
03.2011 - 03.2013
- Tracked industry trends using relevant channels to extract actionable insights.
- Prepared product and brand fact sheets along with media briefing documents.
- Coordinated print and TV interviews for C-level executives with PR agency.
- Developed media and communication policies to ensure consistent messaging.
Producer
NDTV
Mumbai
06.2007 - 07.2008
- Produced over 52 episodes of the weekly show 'All About Ads' on NDTV Profit.
- Developed a multi-city, comprehensive launch plan for NDTV Good Times.
- Spearheaded co-branding and strategic marketing partnerships with over 50 luxury brands for advertiser-funded programming.
Education
M.B.A. - Marketing
ICFAI Business School
Hyderabad03.2011
B.Com -
PGDAV College; University of Delhi
Delhi07.2007
Skills
- Market strategy and brand management
- Media relations and stakeholder engagement
- Strategic leadership and corporate communications
- Financial public relations strategies
- Crisis management and reputation expertise
- Thought leadership and executive branding
- Policy advocacy and regulatory alignment
- Developing product and sales collateral
Accomplishments
- Vayana Network, 04/2021 - Present
- Launched India's first international Trade Finance Platform Vayana TradeXchange
- Established a distinct brand identity extending the uniqueness in every facet of communication.
- Receivables Exchange Of India (RXIL) - A JV of NSE & SIDBI, 01/2020 - 04/2021
- Changed the negative perception of the brand to becoming a thought leader and a first mover across various initiatives
- Led Public Advocacy initiatives resulting in concerned legislations (Factoring Act) being amended
- CRISIL, 08/2019 - 01/2020, Successfully completed two marquee events: NHAI roadshow and the flagship CRISIL India Infrastructure Conclave in the short span of 3 months of joining
- Invoicemart (an Axis Bank Subsidiary), 01/2018 - 07/2019
- Created the category for a one of its kind product in the world
- Won multiple awards for successfully setting up and scaling brand awareness campaigns using events, PR, social media and client outreach
- Ensuring the highest recall and mindshare for the brand among the competition
- Fino Payments Bank, 2011 - 2017
- Led the initiative of creating and launching the new brand identity for Fino Payments Bank
- Planning and executing the roll-out of marketing collateral across 400 branches of Fino Payments Bank
- Providing Fino editorial coverage of AdEx worth Rs.9 crore in a year
- Achieved 100% KRA focused on garnering mindshare about Fino through ATL, BTL and digital campaigns
- Received close to 90% of the variable component of salary every year: year 1 salary increased by 30% and year 2 by 15%
- Won Employee of the Month multiple times
- NDTV, 06/2007 - 07/2008
- Worked on exclusive stories and produced over 50 episodes of the TV show All About Ads
- Led co-branding and strategic marketing tie-ups with over 50 leading luxury brands for advertiser-funded programming on NDTV Good Times
Affiliations
- Learning AI productivity tools
- Reading about spaces and products that blend design, aesthetics, and usability
- Reading on India’s defence infrastructure
- Occult Science and Spirituality
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Quote
You will recognize your own path when you come upon it because you will suddenly have all the energy and imagination you will ever need.
Sara Teasdale
Languages
English
Native language
References
References available upon request.
Work Preference
Work Type
Full TimeWork Location
On-SiteRemoteHybridImportant To Me
Career advancementWork-life balanceCompany CultureFlexible work hoursPaid time offWork from home optionHealthcare benefitsPersonal development programsTeam Building / Company RetreatsPaid sick leaveStock Options / Equity / Profit Sharing4-day work weekTimeline
SVP Marketing
Vayana Network
04.2021 - Current
Chief Manager - Head Marketing
Receivables Exchange Of India (RXIL) - NSE & SIDBI JV
01.2020 - 04.2021
Brand Lead
CRISIL
08.2019 - 01.2020
Senior Manager - Head Marketing
Invoicemart (mjunction & Axis Bank JV)
01.2018 - 07.2019
Senior Manager - Brand Management and Corporate Communications
Fino Payments Bank
03.2015 - 12.2017
Manager - Public Affairs/ Govt. Relations
Fino Payments Bank
03.2013 - 03.2015
Assistant Manager - Public Relations/Media Management
Fino Payments Bank
03.2011 - 03.2013
Producer
NDTV
06.2007 - 07.2008
M.B.A. - Marketing
ICFAI Business School
B.Com -
PGDAV College; University of Delhi
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