Resume

NANDA KISHORE SETHURAMAN

SUMMARY

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

EXPERIENCE

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

PRIOR EXPERIENCE

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

EDUCATION

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

CERTIFICATION/ TRAINING

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

PUBLICATIONS

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)

SPEAKING ASSIGNMENTS

  • 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’

PERSONAL

Date of Birth: May 29, 1974