Manas Muraleedharan
Senior Manager Marketing Communication
Chennai
Summary
Marketing professional prepared to drive impactful communication initiatives. Proven track record of crafting compelling messages that align with brand objectives and enhance market presence. Consistently fosters collaborative environments and adapts to evolving business needs, leveraging skills in strategic planning and project management to achieve results.
Overview
21
21
years of professional experience
3
3
years of post-secondary education
5
5
Certificates
4
4
Languages
Work History
Senior Marketing Communications Manager
FundsIndia
04.2025 - Current
- Over the past year, I've had the opportunity to lead B2B marketing communications and Private Wealth vertical communications, in addition to the B2C vertical, all while maintaining consistency, agility, and zero disruption, using the same set of resources.
- One of the key highlights of this journey was driving a strategic sales communication initiative that significantly accelerated our targets and helped us achieve ahead of the March 2025 deadline.
Marketing Communications Manager
FundsIndia
04.2020 - Current
- Brand Leadership: Spearheaded brand strategy and positioning, reinforcing FundsIndia's mission of 'Making India Wealthier' through insight-driven communication.
- Integrated Campaigns: Conceptualised and executed multi-channel campaigns for investor education, product launches, and milestone moments.
- Investor Communications: Developed product narratives, newsletters, press releases, and engagement content that enhanced trust and transparency.
- SEO & Content Strategy: Strengthened the site's topical authority through educational content and pillar pages, resulting in a 23% increase in website traffic.
- Video Marketing & Creatives: Led the creation of brand films, explainer videos, and investor tutorials via internal and agency collaboration.
- Media Relations & PR: Launched a focused PR and earned media strategy, boosting FundsIndia's Share of Voice from 5% to 38% by FY24-25.
- Social Media Growth: Drove consistent, insight-led content and campaign strategy, resulting in 10% growth in followers and engagement across platforms.
- Team Leadership: Directed a cross-functional MarCom team, aligning efforts across content, design, digital, and video functions.
- Internal Branding: Created brand-consistent internal spaces and initiatives to foster employee pride and cultural alignment.
- Awards & Recognition: Named one of India's High-Growth Champions FY 22-23 by The Economic Times & Statista.
- Featured in Asia's High-Growth Companies FY 23-24 by Financial Times & Statista.
- Recognised for content innovation and brand leadership in BFSI industry forums.
- Curated impactful award nominations that positioned FundsIndia among India's top digital wealth platforms.
- Cross-functional Collaboration: Partnered with product, tech, and customer service teams to ensure communication aligned with customer needs and business goals.
Senior Marketing Manager- PAN INDIA
Fedbank Financial Services Ltd - Fedfina
12.2017 - 03.2020
- Company Overview: Leading financial services provider specialising in Gold Loans and other retail loan solutions.
- Led end-to-end marketing and product strategies for Gold Loans, Personal Loans, and LAP.
- Directed large-scale branding and acquisition campaigns across 289 branches.
- Managed a 3-member core marketing team executing regional campaigns across 5 states.
- Designed localised promotion strategies aligned with branch goals and market potential.
- Oversaw innovative engagement programs that strengthened customer connections.
- Leading financial services provider specialising in Gold Loans and other retail loan solutions.
- Key Initiatives: MY3 MAP - Hyperlocal Market Tool developed a 3 km radius mapping model for branches to identify high-opportunity zones, boosting branch footfall by 18-25% and conversions by 16% within the first quarter.
- Brand Ambassador Day rolled out a weekly brand activation across 600+ branches, leading to a 22% increase in repeat visits, 30% more walk-in inquiries, and improved customer engagement by 40%.
- Achievements: Drove 28% YoY growth in customer acquisition via grassroots marketing.
- Improved brand visibility and recall by 35%, validated through customer surveys.
- Commended by leadership for designing scalable, field-driven marketing frameworks.
- Developed and executed comprehensive marketing strategies that increased brand visibility and engagement across multiple channels.
- Led cross-functional teams in the creation of integrated marketing campaigns, utilizing data-driven insights to inform decisions.
- Managed annual budget allocations for marketing initiatives, ensuring optimal resource distribution and cost efficiency.
- Analyzed market trends and consumer behavior to identify opportunities for growth and competitive advantage within target markets.
- Collaborated with sales teams to align marketing strategies with sales objectives, driving lead generation and conversion rates.
- Mentored junior marketing staff by providing guidance on best practices in campaign management and performance analysis methodologies.
Products and Marketing Manager
Fedbank Financial Services Ltd - Fedfina
12.2014 - 03.2017
- Company Overview: Leading financial services provider specialising in Gold Loans and other retail loan solutions.
- Led end-to-end marketing and product strategies for Gold Loans, Personal Loans, and LAP.
- Directed large-scale branding and acquisition campaigns across 289 branches.
- Managed a 3-member core marketing team executing regional campaigns across 5 states.
- Designed localised promotion strategies aligned with branch goals and market potential.
- Oversaw innovative engagement programs that strengthened customer connections.
- Leading financial services provider specialising in Gold Loans and other retail loan solutions.
- Key Initiatives: MY3 MAP - Hyperlocal Market Tool developed a 3 km radius mapping model for branches to identify high-opportunity zones, boosting branch footfall by 18-25% and conversions by 16% within the first quarter.
- Brand Ambassador Day rolled out a weekly brand activation across 600+ branches, leading to a 22% increase in repeat visits, 30% more walk-in inquiries, and improved customer engagement by 40%.
- Achievements: Drove 28% YoY growth in customer acquisition via grassroots marketing.
- Improved brand visibility and recall by 35%, validated through customer surveys.
- Commended by leadership for designing scalable, field-driven marketing frameworks.
- Developed and executed comprehensive marketing strategies to enhance brand visibility and drive customer engagement across multiple channels.
- Led cross-functional teams in planning and launching successful marketing campaigns, resulting in increased customer acquisition and retention rates.
Personal Banking & NRI Relationship Manager
HDFC Bank
01.2007 - 01.2013
- Company Overview: Premier private sector bank offering a wide range of retail and NRI banking solutions.
- Managed a diverse portfolio of NRI and retail clients, providing personalized banking, investment, and insurance solutions.
- Drove revenue growth through strategic cross-selling of products such as TPP (Third Party Products), insurance, mutual funds, and deposits.
- Acted as the Brand Ambassador for the branch-identified key branding opportunities in and around the locality to boost visibility and footfall.
- Operated the teller counter 5 days a week, gaining first-hand experience in branch banking operations and customer service delivery (WBO).
- Created and distributed multilingual marketing materials (in 6 regional languages) with 0% First Time Not Right (FTNR) errors, ensuring high-quality client communications.
- Premier private sector bank offering a wide range of retail and NRI banking solutions.
- Key Projects & Initiatives: Brand Ambassador Programme spearheaded local branding strategies to increase branch visibility, contributing to a 15-20% rise in walk-in inquiries over a 12-month period.
- Mapped nearby residential and commercial zones for outreach and engagement, leading to improved product penetration.
- Launch of BIG DAYS - Sales Activation Initiative conceptualized and led the launch of 'BIG DAYS' - a thematic internal campaign motivating each branch staff to submit at least one insurance proposal per event.
- Helped achieve 125% of the TPP product target within two quarters and built a performance-driven team culture.
- Achievements: Consistently ranked among the top 10% performers in NRI portfolio growth in the region.
- Grew assigned NRI portfolio by 30% YoY through personalised relationship management and targeted product offerings.
- Contributed significantly to branch revenue by enhancing customer product holding ratio and deepening wallet share.
Insurance Associate
HDFC Standard Life
01.2005 - 01.2007
- Company Overview: Leading life insurance company offering a broad range of protection and investment products.
- Partnered with PSU bank branches (Union Bank, Bank of Baroda, Indian Bank) to co-drive life insurance business through a bancassurance model.
- Generated, nurtured, and closed leads in collaboration with branch managers and front-line staff.
- Conducted Skill Building Programmes (SBP) to educate and enable bank staff on life insurance products, emphasizing the role of Third Party Products (TPP) in income generation.
- Provided product training and one-on-one coaching to increase insurance awareness and drive conversions within bank branches.
- Leading life insurance company offering a broad range of protection and investment products.
- Key Project: SBP - Skill Building Programme designed and delivered structured training for PSU bank staff to shift the mindset from traditional banking to revenue-focused cross-selling.
- The program laid the groundwork for long-term TPP revenue generation through enhanced product knowledge and field engagement.
- Resulted in a marked increase in insurance proposal volumes, driven by frontline involvement.
- Achievements: Surpassed annual sales targets by 120%, earning recognition under the Bangkok International Contest.
- Successfully launched and delivered Skill Building Programmes (SBP) across multiple PSU branches, leading to increased TPP penetration and insurance awareness.
- Promoted to Channel Account Manager (CAM) within just 2 years, in recognition of consistent performance, partner engagement excellence, and business impact.
- Played a key role in transforming PSU bank staff into proactive cross-sellers, significantly boosting bancassurance revenue streams.
Education
Bachelor of Commerce - BCom - Communication and Media Studies
University of Kerala
04.2002 - 03.2005
Skills
Marketing analytics
Certification
Modern Public Relations
Accomplishments
- Collaborated with team of 5 in the development of LAKSHYA and SINGHAM which led to 100 Crs SIP BOOK in JFM quarter 24-25.
- Achieved 92% task efficiency on time by introducing Trello for complex time bound tasks.
- Supervised team of 6 staff members to manage 3 different vertical i.e. B2C, B2B and Private Wealth.
- Achieved 100% by completing task with 0% FTNR by implementing "Maker Checker" concept.
- Streamlining the Batch mailers thus enhancing the user experience results in increase in the open rate by 6%, made a statement that e-mails are not dead.
- Instrumental in Launching Employee Magazine Frisbee and Inside OUT in FundsIndia and Fedfina respectively.
- Launch of My3MAP pan India was a game changer in Fedfina.
- Brand Ambassador day was a stand out moment in Fedfina.
- Award Winner for Extra Mile Category for effectively downloading My3MAP in 256 branches PAN India.
- Sold 2kg GOLD during Akshya thritiya day. Was topper in SOUTH INDA and named as "Midas Manas".
- Qualified for New Zealand and Bangkok Trip for achieving 120% of Insurance Target during stint with HDFC BANK and HDFC LIFE.
One Quote
"Credentials can be hired. Experience must be earned."
Timeline
Leadership Skill Assessment
07-2025
AI Dashboards with POWER BI
07-2025
Modern Public Relations
06-2025
Generative AI Foundations certificate
06-2025
AI Tools and Chatgpt Prompting
06-2025
Senior Marketing Communications Manager
FundsIndia
04.2025 - Current
Marketing Communications Manager
FundsIndia
04.2020 - Current
Senior Marketing Manager- PAN INDIA
Fedbank Financial Services Ltd - Fedfina
12.2017 - 03.2020
Products and Marketing Manager
Fedbank Financial Services Ltd - Fedfina
12.2014 - 03.2017
Personal Banking & NRI Relationship Manager
HDFC Bank
01.2007 - 01.2013
Insurance Associate
HDFC Standard Life
01.2005 - 01.2007
Bachelor of Commerce - BCom - Communication and Media Studies
University of Kerala
04.2002 - 03.2005
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