PALAK L. SHAH
Mumbai
Summary
Marketing professional with 13 years of experience in developing and implementing effective marketing strategies to drive brand growth, increase market share, and improve customer engagement. Skilled in leading cross-functional teams, managing multi-channel campaigns, and using data-driven insights to achieve business goals. Proven ability to balance strategic planning with hands-on execution in fast-paced environments, resulting in substantial improvements in demand generation and product penetration through innovative campaigns and effective communication strategies.
Overview
14
14
years of professional experience
1
1
Certification
Work History
Assistant Vice President Marketing
ICICI Lombard GIC Ltd
Mumbai
06.2022 - Current
- Managed brand and marketing strategies for general insurance products across multiple business sectors, including Health, Motor, Travel, Crop, SME, and Commercial lines
- Developed an annual brand calendar, crafted a product strategy, and implemented comprehensive mass media campaigns across multiple marketing channels.
- Facilitated partnerships for co-branding efforts with agents, channel partners, partners
- Lead social media initiatives to boost brand engagement
- Implemented SEO/SEM strategies for SME business insurance solutions, generating annual revenue of over INR 250 million, and acquiring more than 50,000 customers.
- Managed and executed key initiatives, including the Siddhivinayak Metro station project, in collaboration with the MMRCL team and developed brand partnerships with prominent organizations such as NASSCOM, CII, FICCI, Frost & Sullivan, and the SME Chamber of India.
- Managed state-level insurance awareness campaigns in Bihar and Tripura
- Developed strategies to enhance the visibility of health insurance products via mass media, including the BeFit, #GameOfLife, and Elevate campaigns.
- Launched the pioneering MSME Insurance Campaign #SalaamMSME, promoting business insurance solutions within the SME community, generating an annual business of over INR 250 million, and acquiring over 50,000 customers.
- Launched IL Take Care App campaign, an extraordinary #OutoftheworldApp initiative, showcases its AI-driven features such as doctor consultations and the step-up challenge, which have boosted user engagement and exceeded the milestone of 5 million downloads.
- Leading the esteemed IP Corporate India Risk Management Awards and the Risk Masterclass, in partnership with CNBC TV-18, we are promoting commercial lines (corporate insurance) among large and mid-cap firms, solidifying IL's status as a leader in risk management.
- Collaborated with Radio One 94.3 FM on the premier annual travel show #GetSomeSun, positioning IL as the industry leader in travel insurance.
- Achieved significant topline results and increased market reach in FY'23-24.
Senior Manager - Product Marketing
ROUTE MOBILE LIMITED
Mumbai
06.2020 - 05.2022
- Executed product marketing for enterprise solutions and conversational channels.
- Enhanced brand positioning, product visibility, and market consideration for Route Mobile
- Managed marketing operations and booth setups for global trade shows
- Oversaw comprehensive planning and execution for global RAPID hackathon.
- Executed social media management for targeted promotions
Senior Marketing Manager
MAPLE STORES - Apple Premium Partner
Mumbai
01.2017 - 05.2020
- Enhanced brand visibility at Maple premium retail outlets through targeted marketing initiatives
- Managed comprehensive marketing through mainline, digital, social, direct, and conversational avenues
- Implemented direct marketing strategies for cross-selling and upselling to existing Maple clients.
- Crafted diverse product and festival promotions to augment customer traffic in retail outlets
- Implemented strategy to sell old inventory via Open Box Sale, resulting in additional revenue exceeding INR 40 million
- Launched back-to-school campaign increasing market share.
Marketing Manager
Deewan Housing Finance Limited (DHFL)
Mumbai
04.2011 - 12.2016
- Oversaw marketing strategies for home loan products and real estate services.
- Executed branch marketing initiatives for over 400 PAN India branches
- Managed campaign planning across ATL channels, including TV, Print, OOH, Cinema, and Radio
- Strategized and implemented marketing activities following the Annual Operating Plan across ATL, BTL, digital, and social channels
- Brainstorming campaign concepts, themes, and treatments requires collaboration with the creative agency and production house.
- Brainstorming concepts, planning, and executing TVC shoots for DHFL brand films featuring Shahrukh Khan.
- Collaborated on strategic sponsorship with IPL team Mumbai Indians
- Executed launch events and regional meetings to achieve organizational goals
- Collaborated on home loan initiatives with real estate partners
- Handled timely maintenance and updates of website pages
- Engaging in international trade shows and industry events.
Education
MBA - Marketing Management And Research
Rizvi Institute of Management Studies
Mumbai04-2011
Bachelors of Commerce - Accounting And Finance
MMK College of Commerce
Mumbai03-2008
Diploma in Foreign Trade Business Management - Foreign Trade Business Management
MMK College of Commerce & Economics
Mumbai03-2006
High School Diploma -
MMK College of Commerce And Economics
Mumbai03-2005
SSC -
Our Lady of Velankani High School
03-2003
Skills
- Brand management
- Advertising
- Media management
- Media planning and buying
- Product marketing
- Campaign management
- Digital marketing
- Social media management
- SEO, SEM, and website management
- CRM Integration Experience
- App management
- Agency management
- Team management
- Channel partner management
- Ground Event Execution
- Content creation and creative development
- Lead generation and conversion optimization
- Annual budget planning and management
- Team Leadership
- Data Analysis
- Digital Transformation
- Sponsorship Management
- Business strategy creation
- Project Management
- Media IPs
- Communications management
- Key decision making
- Market Tracking
- Message management
- Campaign Development
- Strategic Planning
- Product Promotions
- Customer Segmentation
- Competitive Analysis
- Influencer partnerships
- Marketing campaign development
- Campaign Management
- Digital Marketing
- Market Analysis
- Analytics and SEO
- Media Relations
- Content Creation
- Direct Mail Marketing
- Campaign Planning
- Marketing automation
- Database Management
- Branding
- Media Buying
- Advertising Campaigns
- Web Analytics
- B2C Marketing
- Innovation
- Affiliate marketing
- B2B Marketing
- Brand positioning
- Marketing Analytics
- Market planning and execution
- Creative Direction
- Cost Management
- Business Planning
- Market Penetration
Affiliations
- Won Best campaign award for #GameOfLife at Asia Insurance Awards at Singapore
- Won Best Integrated Media campaign of the year for #GameOfLife at e4m IDMA awards
- Won Most Effective 360-degree marketing campaign of the year for #SalaamMSME at Pitch BFSI marketing awards
- Won the Integrated Marketing communication award for #SalaamMSME at ACEF Asian Leaders Awards
- Won the Great Indian BFSI Award
- Won the Best Intergated Media Marketing Award at Mint Marketing Awards for #SalaamMSME campaign
- Won the Best Digital Marketing Campaign Award at Silver Feather Awards
Accomplishments
- Successfully managed and completed 9th and 10th edition of Corporate India Risk Management Awards
- Successfully launched industry 1st Ai powered health insurance product "Elevate"
- Successfully conceptualized and launched industry 1st and disruptive gamification route health insurance campaign
- Successfully launched industry 1st initiative #SalaamMSME tapping the SME community
Certification
- Fundamentals of digital marketing
- Google Ad search certificate
- Google Data Analytics
- Google marketing platform fundamentals
- SEMrush academy certification
- Meta Social Media Marketing professional certificate
- Meta marketing analytics professional certificate
- Facebook blueprint certification
- LinkedIn marketing solutions fundamentals certification
- LinkedIn marketing strategy certification
- Blog growth engine
Languages
English
First Language
Hindi
Advanced (C1)
C1
Marathi
Advanced (C1)
C1
Gujarati
Advanced (C1)
C1
References
References available upon request.
Timeline
Assistant Vice President Marketing
ICICI Lombard GIC Ltd
06.2022 - Current
Senior Manager - Product Marketing
ROUTE MOBILE LIMITED
06.2020 - 05.2022
Senior Marketing Manager
MAPLE STORES - Apple Premium Partner
01.2017 - 05.2020
Marketing Manager
Deewan Housing Finance Limited (DHFL)
04.2011 - 12.2016
- Fundamentals of digital marketing
- Google Ad search certificate
- Google Data Analytics
- Google marketing platform fundamentals
- SEMrush academy certification
- Meta Social Media Marketing professional certificate
- Meta marketing analytics professional certificate
- Facebook blueprint certification
- LinkedIn marketing solutions fundamentals certification
- LinkedIn marketing strategy certification
- Blog growth engine
MBA - Marketing Management And Research
Rizvi Institute of Management Studies
Bachelors of Commerce - Accounting And Finance
MMK College of Commerce
Diploma in Foreign Trade Business Management - Foreign Trade Business Management
MMK College of Commerce & Economics
High School Diploma -
MMK College of Commerce And Economics
SSC -
Our Lady of Velankani High School
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