Sonia Minz

Seasoned marketing strategist with nearly 20 years of experience leading customer-centric, data-driven campaigns and brand positioning initiatives across BFSI and technology sectors, focusing on product innovation, market penetration, and go-to-market (GTM) strategies. Proven expertise in designing and executing multi-channel marketing ecosystems, integrating digital marketing, social media, BTL/ATL campaigns, CRM, and loyalty programs to drive customer acquisition, lifecycle management, engagement, and retention for retail banking products including credit and prepaid cards. Successfully managed high-impact sponsorships, experiential marketing, and large-scale events (including IPL), leveraging brand activation and customer insights to deliver measurable ROI, elevate brand equity, and secure competitive advantage across APAC markets.

Management Consultant at Self-Employed (2025-09 – Present)

End to end business transformational program across marketing, strategy, operations and organizational design.

• End to end business transformational program across marketing, strategy, operations and organizational design
• Advised teams on enterprise-wide positioning roadmaps for long term growth
• Strategic insights on AI driven customer experience to enhance operational efficiency

Vice President – Marketing & Communications at HSBC (2022-11 – 2025-08)

Spearheading Marketing for HSBC India's Institutional and Wholesale Banking businesses, with a strategic mandate to drive growth, elevate brand positioning, and build enduring client preference for the firm's suite of products and solutions.

• Spearheading Marketing for HSBC India's Institutional and Wholesale Banking businesses, with a strategic mandate to drive growth, elevate brand positioning, and build enduring client preference
• Architect and execute end-to-end marketing strategies that align with business objectives, enable market penetration, and differentiate HSBC's offerings
• Partner closely with Sales leadership to craft targeted value propositions, accelerate product uptake, and empower frontline distribution teams
• Lead Go-to-Market (GTM) initiatives for new fund launches and product enhancements
• Drive integrated marketing campaigns by collaborating with digital, communications, and media teams
• Pioneering marketing automation initiatives to enhance campaign efficiency and scale audience engagement
• Leverage data and analytics to assess campaign performance, extract client insights, and refine marketing strategy

APAC Lead – Marketing & Communications at Accenture (2016 – 2022-10)

Led high-impact marketing campaigns for sales opportunities across APAC region

• Led high-impact marketing campaigns for sales opportunities across APAC region
• Shaped tailored messaging and positioning for RFPs and sole-source deals in collaboration with sales and industry teams
• Directed global internal communications, including leadership messaging, success stories, newsletters, and video content
• Designed and executed employee communication strategies for India, aligned to engagement needs and business priorities
• Translated complex solutions into compelling narratives to highlight client challenges and Accenture's value
• Managed campaign budgets and vendor relationships, ensuring high-quality delivery
• Partnered with creative agencies to produce leadership videos, microsites, social media assets, and response decks
• Orchestrated virtual meetings & workshops using visual storytelling to drive engagement
• Drove inclusion & diversity messaging for CMT group across communication platforms
• Led marketing programs for Finance & Accounting BPS, positioning Accenture in supply chain and IT transformation thought leadership

Senior Manager – Marketing & Communications at Microland (2015-07 – 2016-02)

Strengthened employer branding and enhanced regional reputation through cross-functional collaboration.

• Strengthened employer branding and enhanced regional reputation through cross-functional collaboration
• Led the end-to-end revamp of the corporate website, aligning content and design with leadership vision
• Developed & executed social media campaigns aligned with business goals, highlighting strategic wins
• Drove brand presence and user engagement through targeted content across blogs, LinkedIn, Twitter, Facebook, and other key platforms

Assistant Vice President – Marketing & Communications at YES BANK Limited (2011-01 – 2015-07)

Led consumer engagement and strategic alliances to drive customer acquisition and cross-sell for Cards & Internet Banking.

• Led consumer engagement and strategic alliances to drive customer acquisition and cross-sell for Cards & Internet Banking
• Secured 100+ offers across diverse categories; executed campaigns via digital channels and branch collaterals
• Directed launch of Prepaid and Travel Cards, coordinating product design and marketing campaigns
• Managed key sports sponsorships (IPL 2013, Goa Professional League, corporate golf, polo); designed IPL campaigns to boost card spends
• Designed multi-channel communication programs including social media and affiliate marketing for lead generation and product promotion
• Owned end-to-end Customer Loyalty Program – program design, vendor management, microsite and collateral development, and communications
• Managed marketing budgets with focus on forecasting, tracking, and maximizing ROI

Senior Manager – Marketing & Communications at Axis Bank Limited (2006-04 – 2010-11)

Led end-to-end marketing and communication strategies for the Credit Card portfolio, aligning campaigns with business goals.

• Led end-to-end marketing and communication strategies for the Credit Card portfolio, aligning campaigns with business goals
• Played a key role in corporate rebranding from UTI to Axis Bank by designing integrated marketing campaigns that reinforced customer confidence & service excellence
• Managed all customer communications, including BTL advertising, campaign execution, and development of product collaterals for Credit Cards
• Initiated and managed the Credit/Debit Card Loyalty Program, overseeing vendor partnerships, quality assurance, cost optimization, and timely payments

MBA in Business Administration – Indian Institute of Management, Calcutta (2006 – 2006)

B.Sc. in Economics – St. Xavier's College, University of Calcutta (2003 – 2003)