Associate Vice President - SBI General Insurance Company Ltd - Mumbai
(2014-01)
11+ Years | General Insurance. Brand Strategy & Integrated Marketing, ATL/BTL & Event Marketing, Commercial Operations & Vendor Management, Health Agency Channel & Sales Support.
- Developed and executed comprehensive brand marketing strategies for the Health Agency Channel portfolio, achieving 100% growth in brand awareness and a 100% increase in sales revenue.
- Managed the full marketing calendar and campaign roadmap across 11 channels, coordinating with creative, media, digital, event, and design agencies to ensure on-brand, on-time delivery.
- Led integrated marketing campaigns across digital advertising, social media (SMS, email, WhatsApp), TVC, radio, promotional camps, and health camps — all aligned to sales distribution targets (ROI).
- Conducted regular market research and competitor analysis to identify consumer trends and preferences, informing product launches and campaign optimization.
- Monitored KPIs and analyzed campaign performance data to deliver actionable insights and continuously improve marketing effectiveness.
- Established and reviewed company Net Promoter Score (NPS) in coordination with departmental services, driving improvement initiatives.
- Directed large-scale BTL activations and experiential events including SBI Green Marathon (10,000+ footprint), Health Camps, and PMFBY initiatives with budgets up to ₹5 Cr.
- Spearheaded the 'New Health Channel Development' through ground-level activation staffing, innovative campaign concepts, and roadshows across 17 circles.
- Oversaw development of marketing collateral — brochures, kiosks, sales presentations, and promotional materials — ensuring full brand guideline compliance and stakeholder approvals.
- Led influencer marketing campaigns, managing partner selection, contract negotiations, and delivery oversight.
- Acted as primary interface for inviting and allotting tenders, drafting approval notes, purchase orders, and rate contracts with 10+ ATL/BTL agencies — achieving 15–20% cost reduction.
- Managed procurement of marketing materials, services, and supplies; maintained robust vendor database and supplier performance evaluations.
- Served as functional bridge between external vendors and internal stakeholders (underwriting, compliance, legal, product, finance) to ensure seamless campaign execution.
- Oversaw campaign budget allocation, monthly provisions, cash flow tracking, and expenditure reporting.
- Supported Health Agency Channel with targeted campaign planning, staffing, and BTL activations, contributing to a 15,000+ agent network built across 17 circles.
- Collaborated with the 450+ member field sales force on seasonal R&R programs, product launch campaigns, and digital outreach to maximize channel-level ROI.
- Provided hands-on performance marketing and SEO support to complement physical activation strategies.
Deputy Manager – Marketing - Hindustan Times - Mumbai
(2012-11 - 2014-01)
1 Year 3 Months | Media Industry.
- Managed end-to-end marketing and promotional requirements across West and South India, aligned to the annual marketing calendar.
- Designed and executed campaign calendars based on client requirements, coordinating execution across departments.
- Handled all commercial documentation including LOIs, SAP POs, agreements, barter deals, and rate contracts.
- Led quarterly and annual budget planning, cash flow monitoring, monthly provision management, and budget distribution controls.
- Developed and secured stakeholder approvals for all marketing collateral across product lines.
Assistant Manager – Operations - Loyalty One (Red Box) - Andheri, Mumbai
(2010-11 - 2012-10)
2 Years | Reward Management. Key Clients: HPCL, IOCL, BPCL, Castrol, Novartis, Ambuja Cements, Colgate-Palmolive, HUL, ICICI Bank, LG, Samsung India, Tata Steel.
- Designed and developed loyalty programs for major corporate clients, creating master procurement plans and obtaining budget approvals.
- Managed vendor registration, evaluation, and database; raised purchase orders, maintained inventory control, and tracked reward item inflows/outflows.
- Supported sales teams by providing accurate reward cost models to drive loyalty program pitches.
Senior Executive – Supply Chain & Logistics - TATA Logistics (DIESL) - Mumbai
(2006-12 - 2010-11)
4 Years | Logistics & Distribution. Key Clients: Tata Teleservices, Tata Motors, Tata Steel, Tata Sky, Voltas, Croma, Castrol, Virgin Mobile, Bharti, Haier, Huawei.
- Oversaw and managed overall supply chain and logistics strategy, operations, and annual organizational planning in coordination with the Supply Chain Leadership Team.
- Led program management in alignment with Operational Excellence PMO, monitoring strategic program outcomes and delivery milestones.
- Managed purchasing, contracting, sub-contracting, and rental agreements for warehouses; coordinated inventory monitoring and purchase order generation for 3PL operations.
- Supported new client promotional strategies including sourcing and managing promotional materials and infrastructure.
Engineer – Sales & Procurement - Evergreen Engineering Co. Ltd - Mumbai
(2004-07 - 2005-08)
13 Months | Switchgear Manufacturing.
- Managed industrial sales and marketing of switchgear products across transmission, distribution, residential, commercial, and industrial market segments.
- Handled component procurement to ensure supply continuity at minimum inventory cost; negotiated vendor prices and evaluated supplier performance.
- Developed new vendor relationships for cost reduction; created supply allocation schedules for key suppliers.
