Payal Furia
Summary
An ambitious and result-oriented professional with eight years of experience in Digital Marketing and Customer Value Management. Proficient in leveraging analytical insights and interpreting customer behavior to achieve business objectives. Demonstrated knack for solving business problems with technical expertise and strategic thinking.
Overview
8
8
years of professional experience
Work History
Growth Manager
Kotak Mahindra Bank
10.2024 - Current
- Leading Digital Campaign Team for Secured Loans and Credit Cards
- Increased S2S for HL and LAP by 73% through funnel optimization and innovative solutions
- Developed real-time trigger-based communications linked to customer activity on the Mobile Banking app; enabled contextual targeting based on in-app behavior, significantly improving customer penetration by 10%
- Working closely with business and teach teams to enhance DIY journey and product mapping for ETA PA customers to improve Credit card acquisition.
- Instrumental in the digital launch of the Bank’s Solitaire Program for elite customer segments.
Senior Relationship Manager
NPCI
06.2024 - 09.2024
- Manage network partnerships with large PSU banks, advising leadership on strategies to enhance credit card value and volume growth, improve digital journeys, and finalize commercial deals.
- Led product strategy and go-to-market execution for Eterna and Tiara credit cards on the RuPay network in partnership with BOBCARD—driving CVP design, tech enablement, pricing, marketing, and financial planning
Senior Analytics Manager
Kotak Mahindra Bank
03.2023 - 06.2024
- End to end ownership of driving campaigns for Credit Card and Personal Loan Businesses through digital channels.
- Spearheaded the entire customer journey for new product - RuPay UPI Credit Cards in collaboration with Tech and Product teams. Further, automated the journey leading to 5X jump in new acquisitions.
- Initiated a multi-stage CLCM for newly on-boarded customers with focus on activation resulting is 85% intent activation rate.
- Led the design and development of WhatsApp micro-journeys, including wireframe creation and UAT testing, in collaboration with DWH and MarTech teams—delivering 1.5x growth in digital conversions.
- Developed performance dashboards and KPI frameworks; leveraged data-driven insights to define Next Best Action plans, optimizing strategy, budget utilization, and portfolio growth
Campaign Analytics Manager
Kotak Mahindra Bank
12.2021 - 03.2023
- Managed marketing campaigns for Credit Cards Portfolio verticals - Spends, Activations, Balance Transfers, Loan on Cards, Upgrade and CLI
- Identified and fixed gaps in campaign processes, optimized operations and implemented new strategies resulting in 2X jump in campaign revenue.
- Leveraged X-sell and up-sell opportunities by deploying real time triggers using big data capabilities, regular experimentations, A/B testing, use of micro-segmentation and propensity models.
Manager
Kotak Mahindra Bank
04.2021 - 12.2021
- Team Lead and Quality Check for Personal Loan Campaign
Deputy Manager
Kotak Mahindra Bank
03.2017 - 03.2021
- Implement and support targeted, multi-channel Marketing Campaigns using IBM – Unica, Silverpop and Netcore.
Education
Bachelor of Engineering - Electronics Engineering
University of Mumbai – D. J. Sanghvi College of Engineering
01.2016
Skills
- Digital marketing strategy
- Product lifecycle management
- Performance and funnel analytics
- Team leadership and people management
- Journey design (web, app, and WhatsApp)
- SAS
- Oracle SQL
- Data analysis
Awards
- Retail Asset - Top Gun, H1 - FY’23 FY’24
- Quant Tech - Top Performer, FY’22 - FY’23
Timeline
Growth Manager
Kotak Mahindra Bank
10.2024 - Current
Senior Relationship Manager
NPCI
06.2024 - 09.2024
Senior Analytics Manager
Kotak Mahindra Bank
03.2023 - 06.2024
Campaign Analytics Manager
Kotak Mahindra Bank
12.2021 - 03.2023
Manager
Kotak Mahindra Bank
04.2021 - 12.2021
Deputy Manager
Kotak Mahindra Bank
03.2017 - 03.2021
Bachelor of Engineering - Electronics Engineering
University of Mumbai – D. J. Sanghvi College of Engineering
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