Soumita Ghorui

Strategic Marketing Leadership for an Alternative Credit Platform

• Brand Repositioning: Leading a comprehensive integrated campaign to reposition BlackSoil from a venture debt to an alternative credit platform, creating new brand narratives for supply chain finance and cross-border expansion verticals.
• Revenue Impact: Generating 50-60 annual B2B leads organically through strategic LinkedIn campaigns and content marketing initiatives.
• Global Expansion Marketing: Executing an end-to-end go-to-market strategy for BlackSoil's Southeast Asia expansion and the launch of the BlackSoil Global Credit Opportunities Fund (SEA Fund) targeting early-to-growth-stage companies.
• Merger Communications: Managing a unified brand communication strategy for the high-stakes BlackSoil-Caspian merger, including the SMB vertical launch and seamless brand integration.
• Digital Excellence: Orchestrating comprehensive digital transformation, including website revamps, social media campaigns, and content strategies, achieving 10X LinkedIn page views, 7X unique visitors, 5X follower growth, and a 32% website traffic increase.
• Event Leadership: Conceptualised, launched and executed annual BlackSoil Summit end-to-end, establishing premier industry thought leadership platform
• Investor Relations: Created comprehensive investor-facing materials, including annual reports, quarterly updates, and marketing collaterals, driving stakeholder engagement and confidence.
• Strategic PR: Building brand narrative and positioning through impactful PR campaigns, achieving a 70% media visibility boost and consistent recognition as the only 'Alternative Credit Firm' in Inc42’s list of India’s most active startup investors.
• Internal Communication: Directing internal communication initiatives to drive employee alignment with brand values, and corporate vision.
• Sustainability Focus: Serving as ESG and CSR committee members, driving initiatives aligned with sustainable development goals.
• CSR & Impact Communication: Showcasing BlackSoil’s CSR efforts alongside its broader ESG and portfolio impact narratives across financial inclusion, women-led enterprises, and sustainable sectors through digital and social storytelling.

Integrated Marketing and Communications for the Insurance Sector

• Campaign Management: Led integrated marketing campaigns, including video advertising, co-script writing, and product launch communications for insurance products.
• Strategic Partnerships: Managed paid content partnerships and assisted with high-profile event partnerships, including the Autocar Awards.
• Brand Positioning: Orchestrated a comprehensive media strategy, positioning the brand effectively in the competitive insurance landscape.
• Crisis Management: Designed and implemented crisis communication protocols, safeguarding brand reputation during market challenges.
• Executive Communications: Advised the C-suite on strategic messaging and stakeholder communications across internal and external audiences.

Client Leadership and Team Management

• BFSI Expertise: Delivered tailored communication strategies for premium clients, including GIC Reinsurance, CoinDCX, Flourish Ventures, and TIW Private Equity.
• Thought Leadership: Enhanced clients' media presence and established thought leadership positioning in the financial services sector.
• Team Leadership: Led and mentored teams, ensuring successful delivery of client objectives and campaign goals.

Multi-Business Marketing and Communications Excellence

• Product Launch Leadership: Assisted in marketing campaigns for the Indiabulls MF Saral (Liquid Fund) launch and the subsequent launch of the Indiabulls Saral and Indiabulls Dhani (Fin Serv) app, including ad videos and influencer marketing strategies, driving user acquisition.
• Integrated Advertising: Supported video and newspaper advertising campaigns for home loans, Dhani, and Saral, enhancing brand visibility and customer engagement.
• Digital Transformation: Directed comprehensive SEO initiatives and website development across group companies, significantly enhancing online presence.
• Operational Excellence: Led CRM improvement initiatives across email, chat, and social media channels, reducing customer service TAT by four hours.
• Market Intelligence: Established a centralized social listening and competitive monitoring framework (Meltwater), enabling data-driven marketing decisions and proactive reputation management.
• Crisis and Reputation Management: Developed and executed group-wide crisis communication and online reputation management (ORM) strategies, leveraging real-time social listening for risk mitigation.
• Investor Communications: Managed investor relations for listed entities, including earnings call messaging, quarterly results communications, and investor event support.
• Corporate Events: Assisted in executing high-profile investor meetings and flagship corporate marathons, strengthening stakeholder relationships, and brand visibility.
• Narrative Building: Drove integrated brand messaging across housing finance, lending, asset management, and broking through strategic PR campaigns.
• CSR Initiatives: Showcased Indiabulls Foundation’s impact stories - sports personality Bhakti Ambre, Unsung Heroes, gender training, scholarships, and the water wheel project - via short-form social media videos.

Financial Services PR Excellence

• Major Campaign Success: Executed impactful PR campaigns for NPCI, BSE, LIC Housing Finance, RBS, and Upstox.
• BHIM Launch: Managed the national PR strategy for NPCI's BHIM app launch, significantly increasing UPI adoption and digital payment awareness.
• Award Recognition: Secured Gold Awards at SABRE Asia Pacific for ICICI Lombard and RBS campaigns.

PSU & PSE Sector Expertise

• Government Sector Marketing: Delivered comprehensive advertising and PR services for Coal India and UCO Bank, enhancing brand recognition in the public sector.
• Multi-disciplinary Approach: Integrated advertising and PR strategies for large-scale PSU communications, building expertise in government sector marketing.

Content Creation and Cross-Cultural Communication

• Published Translation: Translated Pippi Longstocking from Swedish to Bengali, and secured publication, demonstrating linguistic expertise and cultural adaptation skills.
• Content Portfolio: Authored travel and non-fiction children's content, with published work across various magazines, building a foundation in content marketing and storytelling.