MANOJ KASTHURIRANGAN
AJMAN,
Summary
A self-driven professional with 13 years of experience across Payments, Product Management, Product Growth, Product Marketing, Campaign management, Retail Banking, Private Banking, Account Management and IT consulting. Presently working for 3.5 years as Sr. Product Manager with HDFC bank credit cards driving portfolio and omni-channel campaign strategy, product activation and regulatory projects. 5 years as Chief Manager - Product Management - Wealth for ICICI Bank. Engineering graduate with Post graduation (Marketing) - Narsee Monjee Institute of Management Studies - NMIMS Mumbai.
Overview
15
15
years of professional experience
Work History
Assistant Vice President - Product Management & Growth
HDFC Bank
Chennai
12.2021 - Current
- Led Customer Activation & Retention Charter Across a 13M+ User Credit Card Ecosystem synthesizing behavioral insights, UX design, and personalized communications to establish durable habit loops
- Mapped early user journeys to identify drop-off clusters, first transaction latency, bounce-back frequency and category affinity - driving usage by 35% and a 3.4x lift in new monetization levers from cross sell
- Launched full-stack journeys across web, app, IVR, missed call and chatbot - anchored on API-first integrations and seamless handoffs across internal and external platforms.
- Optimized funnels with marketing automation tools-recovering abandoned actions (cart drops, inactivity) and re-engaging cold users balancing scale with personalization to maximize funnel recovery
- Collaborated with design, engineering, analytics, and compliance teams to deliver iterative features under tight governance and delivery constraints.
- Led GTM and post-launch iterations for lifecycle programs, leveraging channel mix (Email, SMS, WhatsApp, Push, Google RCS) and creative experimentation.
- Drove cross-product synergy by integrating with allied portfolios (InstaLoan, EasyEMI, SmartPay), unlocking new distribution and engagement layers.
- Balanced long-term roadmap ownership with day-to-day firefighting-tracking engagement, adoption, churn, and retention with dashboards to inform quarterly OKRs
- Drove card activation to all time high of 71% in 2 years by institutionalizing data-led lifecycle interventions
- Unlocked ~$301 Mn in dormant spends (↑32% YoY from ~$229 Mn) through targeted engagement.
- Pioneered India's first voucher subscription platform; accelerated user adoption to 10K MAUs in 6 months
- Drove 100K+ signups for a VISA-backed lifestyle subscription targeting affluent cardholders
- Cut attrition 35% by launching a WhatsApp-native consent flow reinforced by a reward-driven habit loop
- Reignited spend behavior among sporadic users, unlocking $250M+ over a 90 days program.
- Mobilized $250Mn+ in spends over a 90-day behavior loop with low-friction incentives and micro-rewards
- Delivered outsized impact across business metrics; repeatedly honored as a critical growth catalyst
Chief Manager - Product Growth, Marketing & Channel Strategy
ICICI Bank
01.2017 - 11.2021
- User story mapping to design and implement a comprehensive wealth management app, integrating features such as fund investment options with liquidity options, real-time alerts for insufficient funds, taxation etc
- Gathered and analysed user feedback through surveys, interviews, and focus groups to identify pain points latent needs and delighter features
- Liaison with fund managers, business heads, and channel partners to conduct in-depth quantitative and qualitative research on features, user journeys, and life cycle metrics to optimize strategy and user adoption.
- Devised the GTM strategy and roadmap for synergy with Securities, Prudential, Lombard, Corporate Salary, Loan etc to drive product adoption and enhance brand visibility
- Optimized client relationship value by utilizing off-us data, campaigns, and pushing educational content on tax audits and risk management in portal app and emailers
- Developed and implemented an in-depth omni-channel communication strategy, utilizing digital channels such as sms, email, whatsapp, visual IVR, BOT journeys, interactive voice, event-based, social, vernacular
- Analysed of high client-affinity keywords, account level MIS and SalesCRM modules across pre-approved, pre-qualified data for efficient return on time invested (ROTI) with clients by RMs
- Developed and executed 360-deg cross sell campaigns across client engagement ecosystem viz. accounts, transactions, care, loans, and growth, tailored to key psychographic profiles to boost mind and wallet share.
- 3Mn digital on-boarding across imobile, moneycoach, i-direct and infinity platforms during FY21-22
- Reduced unassisted digital FD booking drop offs by 34% leading to increasing AUM by Rs.323 Cr in FY21
- Contributed to the successful launch of a revamped investment advisory platform, 23% increase in user engagement and a 15% increase in customer satisfaction
- $947 Mn won back from competition to bank through off-us data analysis and digital outreach in FY20-22
- Product penetration increased from 2.1 to 3.7 products per customer from online/offline x-sell campaigns
- Regional/National awards, incentives and bonus for over achievement of fee and income targets
Consultant - Presales
HCL Tech
07.2015 - 12.2016
- Ownership of bid opportunity sizing, deal evaluation, storyboarding, RFP/RFI response, P&L
- Liaising with functions like legal, QA, practice, design, regulatory to arrive at comprehensive solution
- Proposal presentation, defence and facilitating client visit management including tour of labs, ODCs
- Conducting workshops/client interviews to gather requirement, Business Requirement Document (BRD)/One pagers/White papers and assist setting up Center of Excellence
- Preparation of value packs, solution accelerators, offerings, branding/marketing collaterals
- 20+ prospects passed on to sales function through initial opportunity sizing and product briefings
- Part of the bid team that won $1.5M deal with a medical device major
Business Analyst
Tata Consultancy Services
03.2010 - 04.2013
- Engineered consumer and small business technology solutions for multinational bank.
- Authored high-level functional and low-level detailed design documents per business requirements.
- Collaborated on CRM ad-hoc requirements and product revisions based on customer feedback.
- Conducted impact analysis with clients and onsite coordinators to guide project discussions.
- Generated usage reports for sales team, analyzing card data by demographics and sponsor themes.
- Contributed to successful ODP Enhancements Project, introducing new overdraft protection solution.
Education
MBA - Marketing
Narsee Monjee Institute of Management Science
01.2015
B.E - ECE
Velammal Engineering College
Chennai, India01.2009
XII -
D.A.V Higher Secondary School
Chennai, India01.2005
X -
D.A.V Senior Secondary School
Chennai, India01.2003
Skills
- Customer Lifecycle Strategy/Growth
- Ecosystem/Platform Thinking
- Omni-channel journey design
- Data-Driven Decision Making
- API integration
- Product monetization
- Marketing Automation & Personalization
- Cross-functional collaboration
Summary
A self-driven professional with 13 years of experience across Payments, Product Management, Product Growth, Product Marketing, Campaign management, Retail Banking, Private Banking, Account Management and IT consulting. Presently working for 3.5 years as Sr. Product Manager with HDFC bank credit cards driving portfolio and omni-channel campaign strategy, product activation and regulatory projects. 5 years as Chief Manager - Product Management - Wealth for ICICI Bank. Engineering graduate with Post graduation (Marketing) - Narsee Monjee Institute of Management Studies - NMIMS Mumbai., 12Y 11M
Activities
Runner up in Asian Paints National Case Study Competition - Campus Edition., Runner up in National level paper presentation contest conducted by BITS, Pilani., Winner of KPMG Case Study Competition - Campus Edition., Yoga, Reading, Singing, English, Tamil, Hindi
Timeline
Assistant Vice President - Product Management & Growth
HDFC Bank
12.2021 - Current
Chief Manager - Product Growth, Marketing & Channel Strategy
ICICI Bank
01.2017 - 11.2021
Consultant - Presales
HCL Tech
07.2015 - 12.2016
Business Analyst
Tata Consultancy Services
03.2010 - 04.2013
MBA - Marketing
Narsee Monjee Institute of Management Science
B.E - ECE
Velammal Engineering College
XII -
D.A.V Higher Secondary School
X -
D.A.V Senior Secondary School
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