Kinjal Shah

Strategic, results-driven marketing executive with 20+ years of experience leading enterprise marketing strategy, digital transformation, and revenue acceleration across Fintech, BFSI, Media, QSR, and Education sectors. Proven track record of scaling category-defining brands, driving large-scale customer adoption, and aligning marketing investments with measurable business growth. Experienced in building high-performance teams and executing data-driven, integrated go-to-market strategies in complex and regulated environments.

Head – Marketing & Communications at GECOM International Pvt. Ltd. (2024-08 – Present)

• Lead integrated marketing strategy across digital, ATL, performance, and brand campaigns for 100+ educational institutions.
• Executed data-led hyperlocal marketing across priority micro-markets, increasing campus footfalls and strengthening brand consideration.
• Deliver 1,500+ monthly student admissions by optimizing performance funnels and improving lead quality by 25%.
• Lead a 5-member team overseeing a ₹7 Cr budget to accelerate admissions and brand growth.

Deputy Vice President – Marketing & Communications at Mindgate Solutions Pvt. Ltd. (2023-05 – 2024-07)

• Architected global go-to-market strategy for real-time payments solutions targeting banks and financial institutions.
• Established B2B demand generation and content marketing engine to expand enterprise sales pipeline.
• Delivered 100+ qualified enterprise leads at Global Fintech Festival through integrated experiential marketing and LinkedIn lead generation campaigns.

Director – Marketing & Communications at ZEE5 (2022-04 – 2023-04)

• Led B2B marketing strategy to strengthen advertiser acquisition and revenue pipeline growth.
• Positioned ZEE5 as a premium OTT partner through insight-led storytelling, industry engagement, and product marketing initiatives.
• Partnered with sales team to improve go-to-market effectiveness and generated high-quality sales leads contributing to advertising revenue growth.

Associate Vice President – Marketing at National Payments Corporation of India (NPCI) (2018-09 – 2022-04)

• Led integrated marketing strategy for UPI, RuPay, and FASTag during India's rapid digital transformation phase.
• Spearheaded nationwide UPI launch campaign driving 30% adoption growth across urban and emerging markets.
• Elevated RuPay to #2 in brand consideration via youth-focused initiatives including Pro Volleyball League sponsorship.
• Executed multi-stakeholder FASTag adoption campaigns aligned with government mandates.
• Leveraged consumer research and behavioral insights to accelerate large-scale fintech adoption across tier 2 and tier 3 markets.
• Led a cross-functional team of 7 marketing professionals and managed a ₹25 Cr annual marketing budget to drive national adoption and brand growth initiatives for UPI, RuPay, and FASTag.

Chief Manager – Marketing at Kotak Life Insurance (2015-08 – 2018-08)

• Directed marketing strategy for the Agency Partner Channel, Kotak's largest distribution vertical.
• Developed targeted recruitment campaigns increasing advisor acquisition and strengthening term plan growth within 18 months.

Senior Manager – Digital Marketing at Burger King India Pvt. Ltd. (2014-08 – 2015-08)

• Led digital brand launch across metros and Tier 1 cities during India market entry, creating awareness of the brand legacy, customized menu & iconic Whopper
• Implemented hyper-local performance and social campaigns driving store awareness and footfall growth.

Manager – Digital Marketing at Sony Pictures Networks India (2012-08 – 2014-07)

• Architected the digital launch of SonyLIV, scaling platform awareness, user acquisition, and engagement during market entry.
• Directed multi-channel traffic acquisition strategy for marquee shows (KBC, Indian Idol), optimizing digital campaigns to maximize video views and engagement metrics.

Manager – Digital Marketing at Reliance Broadcast Network Ltd. (2010-09 – 2012-07)

• Spearheaded digital media go-to-market strategy for BIG CBS Prime & Love, accelerating audience growth across digital platforms.
• Collaborated with sales and brand teams to create high-impact digital integrations, contributing to incremental advertising revenue growth.

Group Account Manager – Digital Media Planning at FCB Ulka / Lodestar (2009-09 – 2010-08)

• Spearheaded national digital media strategy for Mahindra & Mahindra's B2C and B2B portfolios, accelerating brand reach and lead generation.
• Secured strategic annual media deals to optimize spend and drove digital product launches for Maxximo and Gio, enhancing B2B demand generation.

Sr. Manager – Digital Marketing at ID8Labs (2008-02 – 2009-08)

• Led multi-platform digital marketing initiatives for leading BFSI clients including HDFC Bank and HSBC, driving integrated brand and acquisition campaigns.
• Directed website launches and optimized campaign performance across paid, owned, and earned media channels.

Brand Service Manager – Digital at Rediffusion DYR (2006-08 – 2007-12)

• Led brand communications for the national launch of Tata Sky, contributing to the establishment and growth of India's DTH category.

Brand Service Executive at Network Advertising Pvt. Ltd. (2004-09 – 2006-07)

• Executed brand campaigns for Ten Sports, HDFC Home Loans, and IDBI.

Professional Certificate in Disruption, Strategy & Business Models – IIM, Kozhikode (2021 – 2021)

Advanced Program in Social Media Marketing – IAMAI (2011 – 2011)

Course in Hello Design Thinking – IDEO U (2019 – 2019)

Bachelor of Commerce in Commerce – Mumbai University (2000 – 2000)