Sanyukta Singh--
Business professional with a proven track record of achieving business goals with analytics approach and leading marketing strategy across consumer segments.
May 2012 - June 2016
Director- Content Marketing
Independently Consulted Brands across diverse consumer segments on Content Marketing requirements with a focus on improved ROI.
Recommended and led Digital initiatives based on Analytics approach for optimizing campaigns with new digital enhancements.
Content Marketing Strategist for creating Seamless Content Experience for www.solomozone.com
Consulted Brands for new Marketing Mix for delivering optimum results with Content Marketing and Social Media advertising.
Key Insights for creative and content marketing strategy for targeting and optimizing social media campaigns.
Developed and executed formats for scalable and measurable content marketing.
May 2011 - April 2012
Vice President – Strategic Initiatives, Marketing, Citibank, India
Digital Marketing Strategy for customer engagement, advocacy and demand generation with multi channel marketing approach ; based on best practices research across leading brands (financial & non-financial)
Recommended Social Media Strategy for bank products by mapping the digital buyer journey and identifying social media channels and interaction points for conversions; mapped the customer decision making process and Social Media metrics.
Oct 2009 - May 2011
Vice President - Head, Cards Marketing, Citibank, India
Brand Strategy for Credit Cards, enabling business strategy for awareness and activation programs
Integrated Marketing approach for brand activation with Affinity Marketing programs i.e. Brand sponsorship of key sports events such as the Premier League
Zone based Communications strategy for card programs across channels, partnerships and audience engagement. Generated consumer insights within segments for Demand Generation based on customer level analytics.
Extended direction for developing social media campaigns
Campaign Management with differentiated brand positioning and execution efficacy (Right audience and time to market)
Strategic Cost Management to improve profitability per account
Aug
Aug 2006 - June 2007
Associate Vice President - Liability Products, HSBC, UAE
Segment Strategy development and Brand Management for the medium net worth segment to improve customer profitability at an account level and improve cross-sell ratio of Investment and insurance products.
Campaign management and media management to improve Marketing ROI. Product enhancement initiatives to improve customer level profitability
Consumer insight development for the medium net worth and high net worth segment.
Marketing campaign to raise participation at retail level for the Investments portfolio; launched marketing campaign with an objective to increase walk-ins (tested through the door strategy for investment products); achieved over 100 % increase in customer response.
Launched three structured notes linked to different asset classes
Direct Marketing campaigns to cross-sell investments to the existing retail customer base and increase segment profitability
June 2002 - March 2006
Product Manager - Co-branded Credit Cards, Citibank, UAE
Brand Strategy Management to create a flagship brand for the credit cards portfolio
Awarded the Best Credit Card (international) - Freddie Awards – 2003
Awarded Credit Card of the year – Banker Middle East – 2004
Product enhancement initiatives and Portfolio Growth strategy management
Direct marketing strategy to make co-brand the preferred credit card with the frequent flier database. Responsible for acquisition and usage campaigns for portfolio growth
Benchmarking studies of the frequent flying programs to ensure “best value” customer value proposition. Pricing and contract negotiation with the partner to improve partnership value for the bank
Feasibility studies for potential co-brand tie-ups in the retail segment
Integrated Marketing approach to position the co-brand as the “best value” card in the travel space
Channel strategy based on “channel-specific” consumer insight to ensure greater conversations and conversions with the membership base
Portfolio and usage programs to maximize per account profitability. Achieved 100 % growth in per account profitability and increased portfolio revenue to gain 50 % contribution to the over all cards portfolio
Launched “Accelerate your Miles” program targeted at transactor segment to improve profitability per account by over 30 %
August 2000 - October 2001
Marketing Manager
Data Access, India
Launched an Internet Service brand, NOW-Network of the World as the first post paid service in India with web based campaigns
Strategy and Business plan, pricing strategy, marketing budgets and customer lifecycle management for a “new to Market” category
Developed customer loyalty program for increased usage, retention, and brand trial with customer education modules
Dec 1998 - August 2000
Brand Manager, Perfetti van Melle, India
Creative strategy development and Brand management for confectionery brands in premium and popular segments
Communications/ Media and Brand strategy management for a premium priced confectionery brand at a premium price point in a competitive hard-boiled candy segment
Dec 1997– Nov 1998
Product Executive - Milk and Cereals, Nestle, India
Brand strategy execution for Cereals brand Cerelac , Product development for toddler category brand
Project management for improved resource deployment to maximize sales touch points for greater sales effectiveness in Infant Milk Formula category
Jun 1995- Dec 1997
Management Associate & Sales Executive, Nestle, India
Creative strategy for Kit-Kat launch within the Global brand guidelines
Managed sales distribution and achieved sales targets
1995 , XLRI , Management, PGDPMIR
1992, LSR, Economics, B.A
