Open To Work
Rajiv Parwani
Growth & Marketing Lead
Mumbai,MH
Summary
Growth-focused marketing leader with 10+ years of experience driving customer acquisition, revenue growth and lifecycle marketing across banking and consumer internet businesses. Proven track record of delivering 3X conversion uplift, 50%+ CAC reduction and large-scale digital growth through performance marketing, Martech automation and data-driven experimentation. Skilled in paid media campaigns, CRM, lifecycle marketing, funnel optimization and personalization using martech tools like Adobe, Clevertap and Netcore. Experienced in managing cross-functional teams, agency partners and large-scale marketing campaigns within regulated banking environments.
Overview
11
11
years of professional experience
Work History
ONDC Squad Lead, Grade- Associate Leadership team
ICICI Bank
04.2024 - Current
- Launched a digital commerce marketplace (ONDC) Open Network for Digital commerce, a Government of India initiative for 15M+ users, leading GTM strategy, customer acquisition and platform growth
- Managed cross-functional teams including marketing, product, compliance and external partners to deliver the launch within regulatory and governance frameworks.
- Designed a partner evaluation and onboarding framework balancing regulatory compliance, scalability, customer experience and brand alignment.
- Partnered with ONDC and vendor marketing team teams to shape customer-facing journeys, merchandising principles and offer frameworks.
- Spearheaded integrated go-to-market marketing campaigns across digital channels, in-app communication, and partner platforms.
- Scaled daily orders 20X (500 → 10,000) by strategically merchandising top brands with price-offs and free delivery constructs, personalized in app store front & campaigns, increasing trust and purchase intent.
Online Savings, Deposits & Investments Marketing Lead, Grade -Chief Manager 1
ICICI Bank
01.2019 - 04.2024
- Owned growth strategy and GTM for Online Savings, Deposits and Investments portfolio, driving 2.25X scale-up in FD bookings (2L → 4.5L/month).
- Built and scaled ICICI Bank's digital marketing engine for Fixed Deposits, establishing performance marketing.
- Executed persona-based, propensity-led campaigns improving conversion rates by 3X (0.5% to 1.8%).
- Designed post-account opening lifecycle journeys (activation, funding & Cross-sell) using event-based triggers and personalization, leading to ~38% increase in MAB, 52% increase in digital transactions.
- Led campaign planning, experimentation, and optimization across inbound and outbound channels for more than 25+ monthly campaigns across a customer base of 20 million.
- Shifted from broad targeting to custom audience & propensity-based campaigns, delivering 3X improvement in conversion rates and reducing CPC by ~35% & CAC by ~50-55% by through higher audience relevance, precision targeting & A/B Testing in creatives.
- Partnered with Mar-tech companies like Netcore & Clevertap to identify 10+ new marketing properties and created 25+ automated event-based triggers, Re-marketing and in-app marketing campaigns.
- Started multi-wave remarketing in the Bank which improved the conversion through re-marketing from 1.2% to 3.5%. Seeing this success, other teams replicated the same for their products.
- Scaled SEO performance from zero to 24 top-3 keyword rankings, driving 780K+ monthly organic searches.
Senior Marketing Manager
Amazon Prime Video
12.2017 - 11.2018
- Collaborated with customer engagement and growth team to optimize content discovery and increase device adoption via tailored personalization and innovative experimentation.
- Designed experimentation frameworks using language and genre segmentation to personalize user experiences and improve engagement.
- Drove Fire TV adoption by partnering with large-format retailers (Croma & Reliance Digital) to create in-store Fire TV experience zones around tentpole movie launches & prime video originals.
- Contributed to ~60% growth in digital video users during a high-growth phase for Prime Video, supported by expanded multi-language content and competitive pricing, by strengthening content discovery and engagement through coordinated, personalized campaigns.
- Improved Fire TV feature rotator CTR by ~4X through language- and genre-based personalization.
Portfolio & Campaigns Manager for Net Banking
HDFC Bank
05.2015 - 12.2017
- Supported growth of the Net Banking portfolio through a combination of branch-led activation, targeted customer engagement and new digital initiatives across key touchpoints.
- Focused on key portfolio value levers including new-to-bank acquisition, attrition reduction, cross-sell and increasing transaction depth and frequency.
- Designed onboarding and lifecycle communication strategies for new-to-bank customers to improve activation, adoption and retention.
- Managed a large-scale Net Banking user portfolio, delivering ~40% YoY growth through branch engagement, high amplification of personalized campaigns, Automated EBT Campaigns, NTB Digital onboarding program.
- Led initiatives to grow the new-to-bank digital user portfolio, increasing digital sourcing penetration by ~70% and reducing attrition by ~40%.
- Improved first-90-day activation from ~42% to ~74% via redesigned onboarding and communication journeys.
- Improved cross-sell penetration among Net Banking users by ~47%, driving higher product holding per customer.
Education
MBA - Marketing
Jamnalal Bajaj Institute of Management Studies
Mumbai05-2015
B.E. - Electrical, Electronics And Communications Engineering
Watumull Institute of Technology
Mumbai06-2011
Skills
- Performance Marketing (Google Ads, Meta Ads)
- Customer Acquisition Lifecycle Marketing
- CRM & Martech (Adobe, Clevertap, Netcore)
- Funnel Optimization
- A/B Testing & Experimentation
- Agency & Stakeholder Management
- SEO & SEM
- Data Analytics & Crunching
Languages
English
Hindi
Urdu
Relocation
Open to relocation to UAE
Notice Period
30 days
Accomplishments
· Launched a digital commerce marketplace (ONDC), Open Network for Digital Commerce, a Government of India initiative for 15M+ users.
· Scaled monthly orders 20X (500 → 10,000) in the first 3 months of launch by strategically merchandising top brands with price-offs and free delivery constructs, personalised in-app store front & campaigns, increasing trust and purchase intent.
· Owned Growth strategy, Product & Journey enhancements, Marketing for Online Savings, Deposits and Investments portfolio, driving 2.25X scale-up in FD bookings (2L → 4.5L/month) from Jan 2019 to March 2024.
· Owned content discovery and engagement for Prime Video, driving ~60% growth in digital video users by building personalisation frameworks (language/genre-based segmentation), running structured experiments, and scaling targeted campaigns across high-impact user cohorts.
Timeline
ONDC Squad Lead, Grade- Associate Leadership team
ICICI Bank
04.2024 - Current
Online Savings, Deposits & Investments Marketing Lead, Grade -Chief Manager 1
ICICI Bank
01.2019 - 04.2024
Senior Marketing Manager
Amazon Prime Video
12.2017 - 11.2018
Portfolio & Campaigns Manager for Net Banking
HDFC Bank
05.2015 - 12.2017
MBA - Marketing
Jamnalal Bajaj Institute of Management Studies
B.E. - Electrical, Electronics And Communications Engineering
Watumull Institute of Technology