Built the entire marketing foundation from scratch — assembled a 35-person team, defined processes, established brand governance, and set up a lean in-house agency covering brand marketing, product marketing, business marketing, event marketing, digital and social, influencer strategy, traditional and digital media buying, BTL activations, and marketing finance.
Named products and apps, conceptualised events and IPs, aligned marketing to business priorities, and won the firm's first-ever marketing awards. Launched and set up marketing for the International Business, driving cross-border brand and product launches. Then led the transformation of a 37-year-old brokerage into a fintech-first wealth ecosystem through a 24-month repositioning framework.
Delivered multi-fold share and business growth: gross-sales market share 1.6% → 4.3%, SIP share 1.5% → 3.2%, franchisee network 6,900 → 8,000+ (1,100 net additions in FY23), Assets Under Advice past ₹5.5 lakh crore, client base crossed 12 million. Redesigned board-level marketing reporting by tying brand tracking and consideration metrics directly to business outcomes.
Pioneered AI-native marketing at institutional scale — created a digital twin (avatar) of brand leadership for personalised content, and launched regional social media pages in five Indian languages powered entirely by AI-generated content, making institutional financial expertise accessible beyond English-speaking India for the first time.
Led the IconEvolves brand identity overhaul as a listed-entity transition — negotiated exchange notifications across all Indian stock exchanges, managed regulatory and investor communications for simultaneous compliant rollout. Delivered 2.3x brand recall lift, 150%+ organic search uplift compressing CPA, 3x monthly active app users, 18% investor engagement growth. Established group-wide media governance and IP acquisition strategy across CNBC-TV18, ET NOW, Forbes India, The Ken, Inc42 and Global Fintech Fest.
Brand
Performance
Digital
Social
Content
Product
Events
Media
BTL
Influencer
Mktg Finance