Sumita Shirgaokar
Campaign Analytics Manager
Mumbai
Summary
Qualified Campaign Management professional with proven track record in leading teams and driving operational efficiency. Demonstrated ability to implement strategic initiatives that enhance productivity and foster growth. Known for utilizing strong leadership and communication skills to facilitate team collaboration and achieve organizational goals.
Overview
13
13
years of professional experience
4
4
years of post-secondary education
2
2
Certifications
4
4
Languages
Work History
Senior Manager – Campaigns
Axis Bank Ltd
Mumbai
10.2021 - Current
- Spearheaded campaign lifecycle from ideation to execution, including stakeholder coordination and post-campaign performance analysis to drive strategic outcomes
- Lead a 2-member team overseeing key banking portfolios, including Lending, Liabilities, and Affluent segments, with a focus on campaign, strategy, execution and performance optimization
- Core team member for the MVP project led by Boston Consulting Group for the bank; recognized as a key contributor and awarded for outstanding performance in FY22
- Key business impact seen across all portfolios managed –
- Lending: Achieved a 25% YoY increase in disbursements through targeted campaigns and client engagement
- Liabilities: Boosted CASA/TD balances by 2.4 times the target achievement through strategic acquisition and retention initiatives.
Affluent Portfolio: NOA for Burgundy - 79, enhancing client wallet share and deepening relationships with MDAB of 1.69 Crs - Automation & workflow segmentation undertaken for reducing campaign TATs
- Efficiency in campaign segmentation & execution leading to higher business achievement with a 8% cost reduction
- Vendor management for 5 vendors including their monthly provisioning, billing and payments
- Audit management
- Key contributor during campaign implementation for the Citi – Axis Bank merger
- Leading a 5-member campaign development team to implement QA processes within the bank. Developed and standardized operational policies, procedures, and quality benchmarks.
- Overseeing MarTech projects and integrations related to the bank’s campaign management tools and vendor platforms, ensuring seamless execution and alignment with business goals.
Campaign Analytics Manager
Kotak Mahindra Bank Ltd
01.2017 - 10.2021
- Ideated, managed & launched analytical customer engagement strategies across the asset portfolios for the bank
- Liaised with multiple stakeholders across teams to arrive at a data driven strategy to meet business objectives
- Key portfolios managed Kotak Mahindra Prime Ltd, Home Loan, LAP, FASTag, Consumer Finance, Gold Loan
- Work closely with data scientists for new scorecard development, data segment identification
- Use of SQL for periodic interim & end campaign performance measurement
- Campaign Automation, integrated marketing initiatives for seamless campaign launch & Contributed a YoY number of 10%-15% to the overall business for products handled & Managed campaign execution for Bank wide initiatives like Kona Kona Khwab, Kona Kona Umeed
- Implementation of CRM-Next across the asset portfolio for lead management
Key Account Manager - Customer Integrated Marketing
Hansa Customer Equity Pvt Ltd
Mumbai
06.2015 - 12.2016
- Managing portfolios of the key account & delivering client ‘ focused solutions based on customer needs
- Key Achievements across Portfolios handled –
- Liabilities & Retail products - activated genome based campaigns, initiated data integration for communications sent to internal sales force
- Liabilities & Retail Products (NRI)- co - curated campaigns for the team showing an increased funding of 60% for its HNI base
- Digital Banking - brainstormed & worked on social media campaigns for the team where target based data sets were created for social media marketing.
- Cards - ideation & implementation of activation campaigns, end to end development & management on the ‘OPT-IN’ facility to reach out to smaller, targeted customer groups
- Transaction Banking: data study for this newly formed vertical within the client company. Worked on campaigns which haze achieved increased interaction between the customer & relationship managers
- Extensive marketing j data analysis with the Bank’s Business Analytics team to develop comprehensive campaign strategies for customers at different stages in CLCM
- End to end campaign management ‘ brainstorming - execution - post campaign analysis
- Responsible for achieving Omni channel integration across product portfolios
Assistant Manager - Customer Integrated Marketing
Hansa Customer Equity Pvt Ltd
03.2014 - 05.2015
- Responsible for end ‘ to ‘ end campaign management activities; brainstorming for campaign ideas j briefing, working on campaign creative, campaign execution and analysis of response data
- Portfolios handled ‘ Liabilities & Retail Products, Liabilities & Retail Products (NRI), Retail Assets and Consumer lending
- New product launch – Burgundy by Axis Bank to enhance online and digital visibility
- Campaign ideation j execution for the personal loan team to meet the target of 100 Cr for FY 2014 ‘ 15
- Initiated Gold Loan campaigns for the gold loan team at Axis Bank via SMS j AGM
- Managing the marketing budget for the assigned client and portfolio and ensure revenue in - flow and growth
Assistant Manager - Wealth Management
ICICI Bank Limited
08.2013 - 02.2014
- Monitor and address HNI clients: banking and Investment requirements
- Data analysis using financial acumen to help the client achieve his short & long term investment goals
- Increase overall financial revenue being generated from the set of HNI accounts mapped with asset and liability targets by growing relationship value and revenues
- Formulate outbound and inbound sales plan to acquire new HNI customers for increasing customer base of the portfolio
- Ensure compliance through regular process checks and self-audit scores
Marketing Executive
Ulka Industries Limited
Pune
06.2012 - 07.2013
- Worked as a part of a team handling the international business for the company & mainly into market research, promotion to build a client base with special
- Concentration on the food, pharmaceutical, paints and textiles, FMCG & beverage industries
Education
Masters of Management Studies - Marketing
IES Management College & Research Centre
Mumbai 06.2010 - 03.2012
Bachelors of Science - Biotechnology
Jai Hind College
Mumbai 06.2007 - 02.2010
Skills
- Strategic campaign management
- Online marketing strategies
- Campaign performance analysis
Marketing campaign development
Operations management
Data analytics
Data-driven decision making
MS office
Certification
SQL-MySQL for Data Analytics & Business Intelligence, Udemy
Timeline
Senior Manager – Campaigns
Axis Bank Ltd
10.2021 - Current
Campaign Analytics Manager
Kotak Mahindra Bank Ltd
01.2017 - 10.2021
Key Account Manager - Customer Integrated Marketing
Hansa Customer Equity Pvt Ltd
06.2015 - 12.2016
Assistant Manager - Customer Integrated Marketing
Hansa Customer Equity Pvt Ltd
03.2014 - 05.2015
Assistant Manager - Wealth Management
ICICI Bank Limited
08.2013 - 02.2014
Marketing Executive
Ulka Industries Limited
06.2012 - 07.2013
Masters of Management Studies - Marketing
IES Management College & Research Centre
06.2010 - 03.2012
Bachelors of Science - Biotechnology
Jai Hind College
06.2007 - 02.2010
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