UMA SHANKAR
Head - MarTech
Gurugram,HR
Summary
Executive MarTech and Growth leader with 15+ years of strategic expertise delivering large-scale digital transformation across BFSI, Fintech, Consumer, Auto, Retail, Telecom, and E-commerce sectors. Proven track record in establishing MarTech functions from inception, leading P&L-impacting growth initiatives, and driving measurable business outcomes across customer acquisition, onboarding, lifecycle management, retention, and cross-sell/upsell monetization. Adept at building data-driven growth engines, architecting omnichannel customer engagement platforms, and implementing enterprise-wide CRM strategies. Experienced in collaborating with CXO leadership, Boards, Risk, Product, and Technology teams to deliver compliant, scalable, and revenue-focused MarTech ecosystems for leading financial services and consumer brands.
Overview
16
16
years of professional experience
8
8
Certifications
3
3
Languages
Work History
Head of Martech
Hero FinCorp LTD
12.2024 - Current
- Enterprise MarTech Foundation: Established MarTech function from ground zero across Hero FinCorp and Hero Housing Finance (sister concern), defining vision, operating model, and execution roadmap across acquisition, onboarding, l2D, collections, and monetization; driving ~32% of monthly loan disbursals through Martech-led orchestration.
- Platform Strategy & Integration: Owned complete MarTech strategy including MoEngage, CRM, IVR, WhatsApp, RCS, SMS, Email implementations with API integrations across enterprise systems; delivered 2-3% incremental revenue through cross-sell programs with clear attribution.
- Revenue & Funnel Metrics: Improved l2D rate from 0.28% to 0.70%; achieved 42% uplift in ABND recovery and 35% ABND-to-disbursal conversion; increased self-cure rate from 16% to 29%; maintained FEMI/FPD at 51% across tightly governed collections journeys.
- Partnership Channel Enablement: Built 'Bridge' – a personal digital dealer ecosystem connecting 80%+ pan-India dealer network (4.5K registered, ~1K daily active users) with headquarters; delivered gamified engagement via leaderboards, payout calculators, and loyalty programs (Earn & Burn); established short and long-tail partnership strategy driving 1.4X revenue contribution from active users.
- Cost & Efficiency: Achieved ~25% multichannel cost reduction through channel optimization; negotiated 27% reduction in email deployment costs; delivered ₹2-3L monthly savings via AI-led automation; reduced campaign TAT by 25% with zero SLA breaches.
- Performance Optimization: Delivered >15% uplift in engagement rates and >12% CTR through segmentation and AI creatives; improved PDM EMI prepayment from 11-12% to 15% via proactive communications.
AVP - CRM & Salesforce Marketing Cloud
Digitas India (Publicis Groupe)
01.2021 - 12.2024
- Practice Scaling: Established and scaled CRM/MarTech practice securing partnerships with GSK/Haleon (₹66 lacs to ₹3.6 Cr in 3 years), Samsung SEAO (₹1.10 Cr to ₹2.8 Cr in 1.5 years), HP, Pidilite, Nissan, Mercedes; built agency revenue to ₹15+ Cr through managed services and consulting offerings.
- Global Campaign Delivery: Executed 900+ EDM and Push Notification campaigns across 6 markets, achieving 1.5X increase in hand-raisers; delivered 30% enhancement in deployment efficiencies and 25% optimization in workflow processes; secured 3 consecutive year/quarterly renewals.
- MarTech Solutioning: Devised strategic solutions across Salesforce (SFMC, Pardot), Marketo, Adobe, MoEngage, WebEngage, Emarsys, Klaviyo, Hybris tailored to client marketing objectives; oversaw product lifecycle, roadmap development, and customer enablement with cross-functional teams.
- Account & Team Leadership: Led account managers, data analysts, product managers, and development teams in agile environments; managed budgets, project milestones, and scope documentation supporting client engagement and sales presentations.
Senior Manager - Strategy & Implementation
Mirum India (Wunderman Thompson, WPP Network)
06.2017 - 12.2020
- KFC Revenue Transformation: Managed KFC (Yum! Brands) India and Singapore accounts, scaling revenue from ₹1 Cr to ₹18.5 Cr over 3 years (278% ROI); recovered 22% of lapsing/lost customers generating ₹76.3 Cr transaction value; drove data-led lifecycle and retention strategies.
- Marketing Cloud & CRM Strategy: Served as single point-of-contact for SFMC implementation; developed RFM and predictive modeling frameworks; drove intelligent automation using Journey Builder with advanced segmentation for Fortune 500 clients.
- Client Partnership & Advisory: Acted as trusted advisor from ideation through implementation on consumer experience, business strategy, and IT roadmaps; collaborated with data/analytics teams on cross-channel solution definition and business case development.
- Enterprise Accounts: Managed AESL, Club Mahindra, IDFC, Greenlam, Apollo Education, and leading client portfolios; ensured scope alignment, risk mitigation, and post-launch optimization with training on SFMC methodologies.
Account Lead - North India
Interakt Digital Solutions Pvt. Ltd.
11.2014 - 06.2017
- Revenue Growth: Expanded Samsung account from ₹18 lac per quarter to ₹1.2 Cr (2.14X uplift), delivering 52K incremental activations and ₹2,610 Mn incremental revenue; secured renewal and expansion through consistent performance exceeding targets 4 consecutive quarters.
- Campaign Optimization: Implemented strategies across email, mobile, QR code, social media marketing, web analytics, and sentiment monitoring; drove smartphone migration and brand engagement through consumer activation programs.
- Account Management: Managed account planning, budgeting, and forecasting; ensured compliance with digital revenue operations and maintained strong client relationships through service excellence.
- Multi-Account Portfolio: Managed Reliance Life Insurance, HDFC Bank, and American Express; recognized for email marketing strategy and best team player/account manager award.
Manager - Client Success (Account Manager)
Kenscio Digital Marketing Pvt. Ltd.
09.2012 - 11.2014
- Digital Marketing Leadership: Efficiently managed digital direct marketing initiatives for large enterprise accounts including Times Internet Ltd. (Timesdeal, Indiatimes Shopping, Zigwheels), Ford India, Napptol, ACK Media (Future Group), and leading consumer/education brands.
- Campaign Strategy Development: Analyzed client business and marketing goals to develop comprehensive campaigns for effective marketing communication; contributed directly to improving ROI, conversion rates, customer loyalty, and product launches through strategic analysis.
- RFM & Optimization: Utilized RFM modeling to plan future campaign calendars, optimize content production, and enhance CTA strategies through A/B split testing; designed customer lifecycle communication strategies based on client positioning and value propositions.
- Budget Management: Managed complete budgetary aspects including planning, allocation, and monitoring to ensure account profitability and adherence to financial targets; supported Business Development team in pitching new business opportunities.
- Performance Analytics: Conducted detailed account performance analysis including SWOT analysis, performance metrics, and growth opportunity identification; developed strategic roadmaps for scale-up, upsell, and cross-sell initiatives.
- Client Portfolio: Managed diverse accounts including Apollo Health Insurance, Infibeam, HT Campus, Matrix Cellular, Pearson Education, Save The Children, Unicef India, and HeadHonchos with exceptional ROI and client satisfaction.
- Client Recognition: Received consistent appreciation and recommendations from clients for maintaining ROI and exceeding performance expectations in digital marketing delivery.
Manager - Alliances (Business Development)
Powercircle/Purpleswarms.com (Uniq Consumer Services)
11.2011 - 09.2012
- Developed and managed strategic alliances across corporate and government sectors; drove business development initiatives in North India region; built relationships with B2B clients and partners.
Manager - Business Development
160by2.com / SMSCountry Networks Pvt. Ltd.
01.2010 - 11.2011
- Managed comprehensive business development function across NCR and North India; built corporate and government client relationships in mobile marketing and SMS solutions space.
- Recognition: Honored with Best All-Rounder BDM award at 1st National BDM Conclave (ONE INDIA) 2011 for exceptional performance and leadership in mobile marketing sales and project management.
- Team Performance: Achieved Best Performer & Team Leader status for 4 consecutive months in Delhi Sales Team, excelling in mobile marketing sales and contributing to organizational expansion.
Education
PGDM/MBA - Marketing & Operations Management
Institute of Marketing & Management, Delhi
Diploma - Management Information Systems (MIS)
NIIT, New Delhi
Bachelor of Science (Honors) - Zoology
Magadh University
Executive Certification Program - Digital Marketing And Social Marketing Strategy
IIM
Raipur, India 04.2001 -
Certified Marketing Cloud Consultant -
Salesforce
04.2001 -
Skills
MarTech & Platform Expertise: Salesforce Marketing Cloud (SFMC) Salesforce Pardot Salesforce CRM MoEngage Marketo Adobe Experience Manager SendGrid Teradata (ceircle) Hybris Klaviyo WebEngage Emarsys Journey Builder Predictive Modeling RFM Analysis A/B Testing Customer Data Platforms
Domain Expertise: Digital Marketing Marketing Automation CRM Strategy Customer Lifecycle Management Omnichannel Marketing Email Marketing Mobile Marketing Social Media Marketing Marketing Analytics Web Analytics Customer Experience Optimization Retention Marketing Cross-sell/Upsell Strategy Revenue Operations Customer Acquisition Customer Insights Data-Driven Marketing
Business & Leadership: P&L Management Strategic Planning & Implementation Business Development Account Management Client Relationship Management Vendor Negotiation & Management Team Leadership & Development Project Management Budget Management Stakeholder Engagement Process Optimization Automation & AI Integration Change Management Compliance & Governance Training & Knowledge Transfer
Certification
Salesforce Certified Marketing Cloud Consultant
Timeline
Head of Martech
Hero FinCorp LTD
12.2024 - Current
AVP - CRM & Salesforce Marketing Cloud
Digitas India (Publicis Groupe)
01.2021 - 12.2024
Senior Manager - Strategy & Implementation
Mirum India (Wunderman Thompson, WPP Network)
06.2017 - 12.2020
Account Lead - North India
Interakt Digital Solutions Pvt. Ltd.
11.2014 - 06.2017
Manager - Client Success (Account Manager)
Kenscio Digital Marketing Pvt. Ltd.
09.2012 - 11.2014
Manager - Alliances (Business Development)
Powercircle/Purpleswarms.com (Uniq Consumer Services)
11.2011 - 09.2012
Manager - Business Development
160by2.com / SMSCountry Networks Pvt. Ltd.
01.2010 - 11.2011
Executive Certification Program - Digital Marketing And Social Marketing Strategy
IIM
04.2001 -
Certified Marketing Cloud Consultant -
Salesforce
04.2001 -
Diploma - Management Information Systems (MIS)
NIIT, New Delhi
Bachelor of Science (Honors) - Zoology
Magadh University
PGDM/MBA - Marketing & Operations Management
Institute of Marketing & Management, Delhi