SHIREEN JAIKUMAR

Chief Manager- Marketing & Communications (Nov 2021-Mar 2023)

• Directed integrated Marketing & Communications strategies across 4 SBUs, focusing on brand management, customer engagement, employee engagement, digital marketing, public relations (PR), corporate social responsibility (CSR), and corporate communications.
• Transformed marketing approach through the implementation of strategic processes and digital-first marketing campaigns.
• Led brand repositioning and market penetration strategies, driving significant business growth in new markets.
• Spearheaded large-scale brand activations across 3000+ branches, including high-visibility events like the ICC World Cup 2023 campaigns.
• Managed and optimized digital and offline visibility campaigns for product categories including liabilities, two-wheeler loans, and cross-sell business verticals.
• Oversaw creative direction for marketing campaigns, internal communications, CSR initiatives, and investor relations events.
• Achieved a 2X growth in social media engagement and a 5-10% reduction in marketing costs through effective campaign strategy, agency management and negotiations.
• Revamped internal communications by launching BFIL's intranet platform, enhancing employee engagement and communication flow with engaging employee campaigns.
• Collaborated with cross-functional teams to ensure alignment on organizational goals and objectives.
• Analyzed market trends to inform product development and adjust service offerings accordingly.
• Spearheaded compliance efforts, ensuring adherence to regulatory requirements in financial services.
• Established key performance indicators to measure project success and drive continuous improvement efforts.
• Cultivated relationships with stakeholders to enhance business partnerships and support organizational growth.
• Spearheaded major projects from inception through completion, consistently meeting deadlines while staying within budget constraints.
• Facilitated change management efforts, successfully guiding the organization through periods of transition while minimizing disruption to operations.
• Collaborated with cross-functional teams to optimize workflow processes, increasing overall productivity rates.
• Negotiated contracts with vendors, securing favorable terms that resulted in cost savings for the organization.
• Managed a team of professionals to achieve organizational goals and maintain high productivity levels.
• Managed large-scale projects and introduced new systems, tools, and processes to achieve challenging objectives.

• Directed digital marketing and PR strategies, managing ORM, website development, and social media growth.
• Established a robust Online PR ecosystem, generating over 45 monthly brand mentions across national and global platforms.
• Achieved 100% growth in organic keyword rankings through strategic SEO and content management.
• Led internal and external stakeholder communications and built thought leadership content.
• Delegated responsibilities effectively, empowering team members while maintaining strategic oversight.
• Made data-driven decisions to optimize marketing expenses and improve ROI on key campaigns.
• Delivered campaigns that directly contributed to increased revenue, user engagement, and brand equity.

• Launched alliance programs with Paytm, ICICI Bank, Amazon, WeWork & more.
• Contributed to a 10% growth in transactions and a 2% increase in ticket size.
• Spearheaded digital transformation initiatives in line with evolving market and tech trends.

• Directed brand-building efforts for specialty clinical profiles.
• Increased customer volumes and average ticket sizes through strategic campaigns.
• Saved 35% on marketing expenses in FY 2015-16 and 25% in FY 2016-17.

• Led new market penetration strategies; achieved 45% marketing savings.
• Increased average seat sales by 25% through targeted route marketing.
• Oversaw rebranding and restructuring exercises during organizational pivots and expansions.
• Drove measurable outcomes, such as social media growth, brand visibility, and cost savings, through structured planning and tactical excellence.

• Led digital marketing, media buying, retail activations, outdoor strategy and creative development.
• Reduced marketing costs by 27% in FY 2012-13 and 21% in FY 2013-14.
• Launched the ‘Arvind Advantage' magazine as Editor-in-Chief.