Global Marketing, Branding & Corporate Communications Specialist with 18.5 years’ multi-domain experience. Strategic business leader with proven success in handling international marketing both traditional & digital, managing triple digit turnovers, handling large budgets, developing markets, positioning products & launching brands with high consumer awareness scores. Track record of working with cross-functional teams and devising & implementing competitive strategies and cross geographic campaign deployment for expanding top & bottom line growth. Ability to forge business partnerships and establish beneficial relationships with key players in the Industry. Key strengths include:

  • Strategy: Marketing Strategy | Marketing Communications (B2B & B2C) | Consumer Behaviour & Insights Branding Strategy | Brand Building & Positioning | Budgeting & Negotiation
  • Execution: ATL/BTL | Direct Marketing | Database Marketing (Digital & Physical) | Digital Marketing (PPC, Display, 3rd Party Campaigns & Social Media) | Advertising | Lead Generation | Business Development Initiatives


Feb 2013 – Present             ABACUS SEYCHELLES LTD. / PRAYAMA BUSINESS SOLUTIONS (P) LTD.           Bangalore

A fiduciary solutions & financial consulting corporation.                                                    Vice President – Global Marketing

Report to Founder Director; lead 7-member team, including 2 direct reports to manage entire country operations and oversee all marketing aspects with revenue focus from budget planning, campaign management, marketing performance management and business development.

  • Generated over 250 leads in a niche market by initiating Google & Direct Mailing campaigns with INR 0.3M marketing spend leading to conversions worth INR 8.7M as of June 2014
  • Set-up & transitioned India entity ‘Prayama Business Solutions’ and moved to company owned office while managing India Office as de-facto head and reduced running cost by 20%
  • Design & implement brand strategy & roadmap along with marketing for all entities within AM. Abacus Group, including 3 individual entities in Seychelles, Mauritius & Hong Kong
  • Devised & executed marketing & digital promotion strategies for brand’s online presence and reworked & launched digital assets for all group entities, increasing monthly leads by 5 times
  • Identified new markets & developed channel for the group through search engine based analytics, conducting targeted SEM campaigns to promote group offerings
  • Reorganized marketing budgets to ensure they are predictable & effective across the year
  • Selected to represent company among around 35 Pan India in the International Conference on Taxation & Investment in Mauritius & Malaysia with 300 participants worldwide in 2013

Sept 2007 – Jan 2013             BOI AXA INVESTMENT MANAGERS (P) LIMITED (Formerly Bharti AXA)            Mumbai

A Mutual Fund Company; one of the world’s largest players in the Financial Protection Industry.

Sept 2007 – Jan 2013 Assistant Vice President / Head – Marketing
Aug 2010 – Apr 2012 Head – Customer Services (Additional Responsibility)
Reported to CEO; led a team of 3 direct reports to integrate marketing & communications function with the overall business objectives as part of the India business management team.

  • Contributed in overseeing the start-up and established to INR11B asset size from scratch
  • Set-up function, built team and developed & documented processes/ policies of India brand launch as guiding model to be used for AXA’s Korean JV launch
  • Launched & transitioned Bharti AXA Investment Managers to BOI during ownership change
  • Reduced marketing budget from INR 40M to 12M in 2008 after economic crisis by changing strategy to Digital & PR activities while maintaining brand salience
  • Implemented online purchase of mutual funds since day 1 of operations that resulted in generating 2.25% revenue on each online transaction from the direct clients
  • Driven team to create & implement online transaction service & Liquity cash management product and converted 4 SMEs in Maharashtra that contributed with INR 120M average AUM
  • Ran cross-sell program with team ensuring 24% SIP retention & 2K+ new folios in 4 months
  • Organized digital/ online campaigns for brand & products to generate 4K+ leads in 3 months and garner 10% of registered folios during the launch, as against industry average of 4%
  • Served as Lead Product Manager for unique features viz. Daily SIP & Eco Plan for Equity MF

Awards & Honors:

  • Won Best Young Marketing Professional Award by CMO Council of World Brand Congress in 2009 for effective marketing with tight budget & efforts in crisis situation ensuring result focus
  • Received Best of Best Award for Most Innovative Product in India in 2008 by Asia Asset Magazine, Hong Kong to plan & implement first ‘Zero Balance Folios’ for online/offline space
  • Bestowed with special recognition at AXA Innovation Awards in 2008 by AXA Paris for implementing the first online investing portal into MFs within AXA ecosystem worldwide
  • Conceived & implemented ECO Plan in equity funds where all transaction communication happened electronically and the client was rewarded for the same

Feb 2005 – Aug 2007                         SUNDARAM MUTUAL (Formerly Sundaram BNP Paribas AMC)                          Mumbai

One of the best & the top mutual fund investment company in India.                       Head – Marketing Communications
Reported to VP – Sales & Marketing; led 3-member team, including 2 direct reports.

  • Contributed in scaling-up AUM from INR 14B to 118B by executing campaigns that activated 800 dormant distributors Pan India and larger banks promoting SM products
  • Singlehandedly negotiated and won the first of its kind Media deal worth INR 35M and bought media for advertising at a discount of almost 25% for a year in 2006
  • Saved spend by clubbing & driving both re-branding and product launch exercises to achieve twin objectives of brand re-launch & product launch within a cumulative budget of INR 10M
  • Saved 60% cost worth INR 7M+ p.a. in mailing statements to 10L+ accounts by initiating e-statements sign-ups, reducing no. of pages and folding statements in small packages
  • Made AMC a national brand by repositioning fund house as ‘Innovator’ through marcom plan
  • Devised & developed digital footprint for company, which is still being followed by the brand
  • Championed ‘The Wise Investor’ education initiative expanding scope by online/offline media
  • Built online presence strategy & digital outreach programs as mainstream marketing for brand and developed proprietary lead management system to monitor lead generation


Jul 2003 – Jan 2005                     FUTURE SOFT (Now Aricent)          Chennai
Business Analyst (Includes Sales Support)
Jun 2002 – Jul 2003                    CONTRACT ADVERTISING               Chennai
Account Group Head
Mar 1997 – May 2000                  AMMIRATI PURIS LINTAS               Chennai
Apr 1998 – May 2000 Senior Account Executive
Mar 1997 – Apr 1998 Account Executive
Jun 1995 – Feb 1997                     TATA PRESS LIMITED                        Chennai
Jul 1996 – Feb 1997 Senior Sales Executive
Jun 1995 – Jul 1996 Junior Sales Executive


2002 PG Diploma in Executive Management (Marketing) IMT Ghaziabad (Topped – CGPA 7.4/9)
1994 Bachelor in Science (Physics) D.G. Vaishnav College, Madras University


Oct 2013 Certified Digital Marketing Professional, Digital Marketing Institute (DMI), Ireland
Sept 2008 Discover AXA Programme in Paris


Since 2010 Guest Columnist for leading Advertising & Marketing based portals & publications including AFAQS, PAUL WRITER and AFAQS REPORTER:

  1. The Big Success of Big Loser (Feb 7, 2012)
  2. The war of the wallet (Oct 28, 2011)
  3. Krishna’s lesson on Brand Management (Aug 27, 2010)


  • 2009-2012 Guest faculty for Executive MBA course covering subjects under Marketing at ITM-Bombay
  • 2011 Speaker in the Rural Marketing Seminar conducted by Afaqs
  • 2011 Speaker at Marketing Symposium by NITIE on ‘Advertising – Is it all about creativity or strategy’


Date of Birth: May 29, 1974