This session is for creators, founders, operators — anyone who wants to build online presence 

We’ll go deep, but keep it fun and hands-on.

 the work in the room — not just take notes.

→ Defining a brand personality to guides how your brand looks, speaks, behaves 

→ How to align ICP to get ideal personality 

→ Aligning content, CRM, product UX, and growth loops to a single identity 

→ Using personality as a filter for product and marketing decisions.

Let’s do this together. Register now and save your spot!

metuzi.ai

Founder, Metuzi.ai | Marketing. AI. Growth.

Kotak Mahindra Bank

Kotak Mahindra (UK) Ltd.

Head the marketing for the international asset management division for Kotak

Citrus Payment Solutions Pvt. Ltd

Head of the Marketing for the B2B and B2C business of the firm.
Part of the team that conceived and promoted the Citrus Cash Back festival as means for partners to band together and make a larger noise for cash backs and discounts.
Put together a plan to track customers and target them efficiently towards downloads and usage.

Aditya Birla Sun Life Insurance

Kotak Securities

Kotak Securities is the retail stock broking of the Kotak Group, with a strong online and offline presence. Reflecting market reality, the role was an amalgamation of the critical client facing functions of marketing, product, customer service and digital.
Lead, conceptualized and successfully implemented an AI/ML led real time ‘Segment of One’ targeting and communication platform. Connected to a multi channel orchestration platform it effectively became a Nudge engine designed towards objectives of retention, growth, dormancy and learning. Resulted in immediate 20% to 50% metric improvement on all scores.
Led and implemented a through the line lead management system, integrating lead collection, nurture, calling, pipeline, sales visibility, tracking and management within one tool. Achieving a day 1 100% adoption and immediate 10% uplift in metrics.
Led project to decouple front and back end systems to allow innovation across product and marketing functions.
Improved Service level SLAs through tech projects and NPS adoption
300% growth in SEO and 400% growth in SEM, maintaining propensity and efficiency.
Overhauled product delivery through new products and interfaces across mobile and web
Set up a multi-channel communication platform that delivered more than 95% reach and 20% action rates
Set up a culture of data priority, behavior analysis and user led design.

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Coverfox Insurance

Coverfox.com is India’s fastest growing online insurance player. Within a short span, we have grown by providing customers with a great buying experience, reliable post sales and innovations like express claims and on ground Point of Sale technology.

I head the Sales and Marketing function for the firm with responsibilities that include Advertising, Digital (impact and performance), Sales teams, Contact Centre, Operations and Human Resource. I am currently leading a team of over 150 high performers.

Grew total business by 4X.
Aligned sales teams towards high performance metrics and grew sales efficiency by 3X.
Managed and directed the online performance campaigns to reduce acquisition costs 5X.
Implemented an Adobe suite product and affiliate programs for performance.
Implemented media buying strategies to buy TV to get 2.5X efficiencies from base costs.
Used TV to drive salience and performance by aligning spot with traffic performance.
Successfully pushed organic traffic by 3X during tenure.
Launched experiments to isolate Facebook efficacy in driving traffic (now an internal case study with FB).
Launched a new high performing POS channel to increase on ground penetration for the firm.
Aligned human resource systems for quarterly performance cycles and timely appraisals.
Reduced service and operational turnaround times by 7X by working closely with insurance companies
Negotiated product offerings and commercials with insurance companies for better product delivery.

Published Case Study - https://www.facebook.com/business/success/coverfox
            

    
    

    
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Kotak Securities is the stock broking arm of the Kotak Mahindra group. I led the marketing foray of the firm so as to give it a strong integrated digital direction and purpose. Directed a strategic project to understand and map the life cycle of the client so as to develop a blueprint to be used across the communication spectrum. Used it to chart a highly successful digital initiative of the firm encompassing all touch points and give shape to the mobile strategy. Set the base for using data and analytics as a tool for strategic decision making for the firm.

Increased the digital acquisition channel of the firm by 20X
Put in place metrics such as Life Time Value and repeat usage, to manage and plan the acquisition channel efficiency, thereby growing budgets by 12X.
Conceptualized, produced and executed combined ATL/Digital brand campaigns to increase salience and brand lead volume by 3X.
Brought about changes in organic traffic presence and intent capture to increase the organic acquisition base by 25X.
Led the PR outreach to become the number 1 brand as measured by Impact across publications and languages by smart positioning and story boarding.
Introduced consumer facing innovations in product, investor education and schemes designed to increase width and depth of penetration.
Managed the content strategy to use multi lingual content for acquisition, adoption and engagement leading to growth.
Led UI/UX projects across the digital channels
Moved the brand up on various metrics such as recall, consideration, affinity, search volume, qualification etc.
Won various awards for various aspects of digital strategy and published case studies on digital marketing.


https://www.youtube.com/watch?v=BjhhaudcTTQ
https://www.youtube.com/watch?v=dbnMLzYSjNQ
https://www.youtube.com/watch?v=7PZLJZjSGAw
https://www.youtube.com/watch?v=GapLQ8VRKzo
https://www.youtube.com/watch?v=rOupsE-xzSU

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Heading the marketing function.
Additionally was in charge of commercial negotiations for third party distributed financial products.
Helped create a strong brand for a newly formed division using high impact events such as fashion shows, golf tournaments, plays, exclusive concerts and talk events.
Led the PR initiative by using authority and sharply targeted articles.
Conceived and brought to life an exclusive yearly report on the habits, numbers and behavior of Ultra High Networth Individuals - the Kotak Top of the Pyramid report. http://wealthmanagement.kotak.com/topindia/index.html
The report is now the go to report for all industries and firms looking to target the UHNIs.
            

    
    

    
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Managing the brand personality across marketing and product