SANEEKA SETH
Mumbai
Summary
Strategic marketing leader with 14+ years of experience in banking and financial services, driving brand transformation & portfolio growth. Expertise in integrated marketing (ATL/BTL/Digital), GTM strategy, affluent & SME segments, ecosystem partnerships and large-scale thought leadership platforms. Proven ability to translate business objectives into high-impact marketing outcomes.
Overview
15
15
years of professional experience
Work History
Associate Director – Brand & Marketing
Standard Chartered Bank
Mumbai
11.2023 - Current
- Leading marketing for SME Banking, NRI and Global Indian segments across India, driving strategic growth and brand positioning.
- Developing and executed annual integrated marketing plans (ATL, BTL & Digital) with full budget ownership, optimizing spend for maximum ROI.
- Spearheading brand-building initiatives to grow WMA to 35% and WMC to ₹35%, strengthening market presence in target segments.
- Established the bank as a thought leader in SME Banking and Global Indian space through content strategy, industry partnerships and high-impact visibility campaigns.
- Managed end-to-end execution of large-scale events, activations and trade forums for SME & Global Indian segments, driving engagement and lead generation.
- Designed and executed Go-To-Market (GTM) strategies for product launches, ensuring cross-functional alignment and strong market penetration.
- Partnered with business teams to develop acquisition campaigns delivering ₹X Cr incremental book size and X,000+ new customers.
- Conceptualizing targeted campaigns for the affluent segment to contribute to the revenue and growth in portfolio value.
- Driving brand awareness, revenue growth, customer acquisition and creative excellence through data-driven campaign strategy and performance tracking.
- Built and managed strategic partnerships with Global Indian ecosystem partners to enhance acquisition, engagement and brand visibility.
- Rebuilt and repositioned SME Banking through a complete brand and communication revamp, significantly enhancing market visibility and awareness across priority segments.
- Leading end-to-end marketing of SC WIN (Standard Chartered Women’s International Network), establishing the bank as a credible thought leader and strong advocate for women entrepreneurship.
- Launched the first-ever SC WIN ATL campaign in India, delivering ₹X Cr incremental business, X% uplift in awareness, and X Mn+ impressions.
- Conceptualized and launched the Women Entrepreneurship Optimism Index in partnership with Dun & Bradstreet, creating a data-led thought leadership platform with X Mn reach and X+ media features.
- Partnered with FICCI All India Women Forum to drive strategic collaborations and marquee events, contributing ₹X Cr in acquisition revenue and strong ecosystem visibility.
- Designed and executed the first-ever annual SME Banking event calendar, driving ₹X Cr pipeline revenue and engaging X,000+ SMEs nationally.
- Forged a flagship partnership with The Times of India for Art of India, leading end-to-end execution across three cities under the Global Indian proposition, delivering X,000+ HNI engagements and ₹X Cr acquisition pipeline.
- Led the multi-market GI Diwali event featuring Sonu Nigam across India, Dubai, and Singapore, driving premium engagement, cross-border stakeholder alignment, and ₹X Cr in relationship deepening impact.
- Delivered multiple high-impact Global Indian partnerships and marquee events, strengthening acquisition funnels and premium positioning.
- Developed and executed the 360 wealth campaign 'Now’s Your Time for Wealth', achieving the highest-ever WMA (₹X Cr) and WMC (₹X Cr).
- Launched the bank’s first AI-led Minor Account (Prodigy Account) campaign, driving innovative engagement and ₹X Cr in new acquisition.
- Recipient of 12 marketing and brand excellence awards for campaign effectiveness, innovation, and thought leadership.
Product Marketing Manager – Credit Cards
IDFC FIRST Bank
01.2022 - 10.2023
- Owned affluent credit card marketing (3.7L+ customers; ₹750 Cr+ monthly spends).
- Designed acquisition & lifecycle campaigns based on behavioral insights.
- Led GTM for premium variant FIRST Private and personalization feature 'Stories'.
- Delivered 3x spends lift via festive campaign and 92% acquisition growth via 360 launch.
- Achieved 29% MoM uplift through targeted affluent acquisition strategy.
- Managed referral program and cross-channel campaign execution.
Product Marketing – Agri Business
Kotak Mahindra Bank
11.2020 - 01.2022
- Led marketing for Agro & Food Processing vertical; launched Digi Mandi, Ujjwal & AIF campaigns.
- Conceptualised CSR IPs (Sehat Ka Safar, Khushhaali Ki Umeed).
- Recognised as Marketing Champion within 2 months.
Product Marketing – Commercial Banking
Kotak Mahindra Bank
01.2019 - 10.2020
- Drove acquisition & deepening campaigns across accounts, loans & digital payments.
- Delivered ₹365.95 Cr asset disbursement via Kona Kona Umeed campaign.
- Executed D2C lockdown strategy generating ₹39.8 Cr incremental deepening & 250% uplift.
- Led hyperlocal alliances & festive IPs (Khushi Ka Season).
Regional Marketing Manager
Yes Bank
06.2015 - 12.2018
- Led BTL marketing across 225+ branches with full ROI accountability.
- Generated 11,700+ accounts & ₹13.5 Cr disbursement in 20 days via 'More With Morya' campaign.
- Delivered 26% conversion during IPL activation; promoted annually.
Branch Service Partner
Yes Bank
08.2013 - 12.2014
- Managed customer operations & deposit growth.
Customer Engagement
Motilal Oswal Wealth Management
01.2012 - 01.2013
Personal Banker
HDFC Bank
01.2011 - 01.2012
Education
PGDM - Marketing
NMIMS
Bachelor of Banking & Insurance -
Mumbai University
Skills
- Brand Strategy
- Integrated Marketing (ATL/BTL/Digital)
- GTM Excellence
- Affluent & SME Marketing
- Thought Leadership Platforms
- Event & IP Marketing
- Customer Lifecycle Marketing
- Ecosystem Partnerships
- ROI & Performance Optimisation
Websites
Personal Information
Title: Associate Director – Brand & Marketing
Timeline
Associate Director – Brand & Marketing
Standard Chartered Bank
11.2023 - Current
Product Marketing Manager – Credit Cards
IDFC FIRST Bank
01.2022 - 10.2023
Product Marketing – Agri Business
Kotak Mahindra Bank
11.2020 - 01.2022
Product Marketing – Commercial Banking
Kotak Mahindra Bank
01.2019 - 10.2020
Regional Marketing Manager
Yes Bank
06.2015 - 12.2018
Branch Service Partner
Yes Bank
08.2013 - 12.2014
Customer Engagement
Motilal Oswal Wealth Management
01.2012 - 01.2013
Personal Banker
HDFC Bank
01.2011 - 01.2012
PGDM - Marketing
NMIMS
Bachelor of Banking & Insurance -
Mumbai University