Vice President Strategic Marketing

Shashank Bhardwaj

Elmhurst, NY-***** 929-***-**** ********.***********@*****.*** www.linkedin.com/in/shashankbharadwaj1/

Strategic Marketing Leader CRM & Integrated Campaign & Brand Strategy Leader

Accomplished CRM and marketing executive with over 20 years of experience leading data-driven B2B and B2C campaigns, CRM transformations, and omnichannel marketing strategies. Proven ability to develop and execute high-impact marketing plans, collaborate with cross-functional stakeholders, and drive brand awareness, pipeline growth, and revenue. Adept at managing multi-million-dollar budgets, leading high-performing teams, and leveraging AI/analytics to optimize campaign performance. Expert in developing and executing strategic marketing plans and driving lead-generation initiatives to boost campaign performance across lifecycle and acquisition initiatives and conversion rates. Proven ability to lead CRM transformation initiatives, enhance persona-based targeting, and operationalize marketing automation tools. Expert in leveraging data insights for personalization, developing cross-channel contact strategies, and ensuring compliance with data governance and privacy regulations.

PROFESSIONAL EXPERIENCE

Assistant Vice President (Database Marketing & Governance Lead for Citibank) Genpact New York June 2024 –Feb 2025

Defined and implemented a CRM contact strategy optimizing lifecycle touchpoints through persona-based segmentation, improving engagement by 7% and conversion rates by 5%.

Led data-driven customer journey enhancements through A/B testing and trigger-based campaigns across CRM and digital channels.

Collaborated with Product and Sales teams to map buyer personas and define account-based marketing strategies, resulting in a 5% increase in lead conversion rates.

Led governance initiatives ensuring CRM data quality, achieving 100% compliance with regulatory standards, and improving targeting precision by 25%.

Monetization Enablement: Enhanced data accuracy by 25% through root-cause remediation, enabling targeted upsell strategies that increased cross-sell revenue by $2.3M annually.

Collaborated cross-functionally to align CRM workflows with business goals and regulatory frameworks, fostering structured experimentation.

Defined tracking metrics: Established key performance indicators (KPIs) to track attribution, measurement tactics, spend optimization strategies, and post campaign incremental lift.

Managed 60+ professionals across geographies to ensure persona-based campaign trigger executions are in compliance with US financial regulatory requirements.

Assistant Vice President (Data Quality & CRM Project Lead for Morgan Stanley) Genpact New York Mar 2023 – June 2024

Led the development of the CRM platform to maintain and manage real estate investment property management data for business consumption and analysis.

Data Partnerships & Innovation: Owned and led end-to-end data product migration to AWS Cloud repositories, defining validation and reconciliation strategies to ensure data integrity and usability for analytics, finance, and operational partners.

Defined KPIs and success metrics to evaluate product delivery, implemented feedback loops based on voice-of-customer input, and prioritized backlog enhancements to drive product maturity.

Predictive Analytics: Launched AI-driven property valuation models that reduced risk exposure by 12% and improved portfolio ROI.

Backlog Management: Defined and managed a backlog of data quality issues using the Capture, Curate, Consume framework to ensure continuous improvement in asset reliability.

Consumer Insights: Developed dashboards tracking 50+ KPIs for senior leadership, enabling data-driven adjustments to marketing spend that boosted campaign ROI by 18%.

Leveraged meticulous oversight of data quality rules and scorecards, conducted in-depth root cause analysis, and collaborated with vendor to ensure issue resolution aligned with SLAs, driving continuous improvement in data integrity, boosting data precision by 5% and reporting accuracy by 15%.

Developed lead generation and nurturing strategies using advanced segmentation and analytics, boosting lead conversion by 5% and reducing acquisition costs.

Issue resolution: Developed and presented actionable remediation strategies to asset and portfolio managers, supporting critical business decisions and enhancing operational effectiveness.

Led diverse teams of professionals through structured meetings and consistent performance monitoring, leading to improved project outcomes.

Assistant Vice President (Database Marketing & CRM platform Lead for Synchrony Financials) Genpact Alpharetta & Gurgaon Jan 2020 – Feb 2023

Audience Monetization: Designed segmentation strategies leveraging first-party transaction data, increasing credit card upsell conversion by 7% and generating $4.8M in incremental revenue.

Implemented agile marketing workflows and led cross-functional sprints to enhance campaign responsiveness, reducing campaign deployment time by 25%.

Achieved 98% data accuracy and ensured full regulatory compliance for a successful data migration/platform integration project.

Managed multimillion-dollar CRM marketing budgets, optimizing spend allocation using performance metrics, and built a full-funnel marketing strategy to drive a 20% improvement in ROI.

Improved marketing efficiency by 20% through continuous improvement idea generation to implement process standardization, automation, smart utilities, audit trails, and workflow tools.

Scaled AI-powered campaign automation to deliver hyper-personalized offers, increasing upsell revenue by $1.2M quarterly.

Reduced operational costs by $581K through customer segmentation and e-migration, improving profitability and enhancing customer experience.

Enhanced client satisfaction by engaging in business reviews and client round tables to align services with business requirements.

Senior Manager (Database Marketing Optimization for Synchrony Financials) Genpact Alpharetta Apr 2016 – Dec 2019

Increased on-time delivery by 20% by leading the development of a centralized workflow solution with a vendor for the clients on multiple portfolios in Retail, health and wellness markets for B2B, B2C segments by streamlining cross-functional operations.

Reduced processing time by 25% by identifying and automating key campaign execution steps, and improving time-to-market using SAS, and SQL.

Strengthened data integrity and security, implementing PCI standards and ensuring compliance with data protection protocols.

Streamlined data migration by leading the transition from Acxiom to Epsilon and from Unica Affinium to SAS CI, improving data accuracy and reporting speed.

Boosted team efficiency by 20% by implementing a successful cross-training program, enhancing team flexibility and capacity.

Optimized resource allocation through improved forecasting, staffing models, and structured team development plans.

PREVIOUS EXPERIENCE SUMMARY

Various Positions for Genworth an GE Money – Genpact Bangalore/ Alpharetta Dec 2004 – Mar 2016

Headed strategic client engagements through business reviews and stakeholder alignment, ensuring deliverables met client expectations and business goals.

Directed multi-channel marketing strategies to refine targeting, increase campaign effectiveness, and maximize ROI.

Enhanced operational efficiency by optimizing business processes, and automating workflows on the CRM platform for reducing turnaround time and errors.

Improved data governance and security by implementing compliance standards and overseeing platform transitions to enhance data integrity and reporting accuracy.

Key Achievements:

Strategic Data Governance & Marketing: Directed multimillion-dollar data governance and marketing projects, improving operational efficiency by 35% and enhancing data accuracy by 25%.

Process Automation/Digital Transformation/Continuous improvement: Spearheaded process automation and data migration projects, reducing turnaround time by 20% and saving over $500K annually.

Partnership Development: Negotiated 8+ third-party data alliances, enhancing analytics depth and reducing customer acquisition costs by 22%.

AI Innovation: Piloted machine learning models for churn prediction, improving retention by 18% across 2M+ retail banking customers.

Marketing Strategy & Performance Optimization: Spearheaded omnichannel marketing campaigns, increasing response rates and improving efficiency through automation, smart utilities, and workflow tools. Developed customer segmentation and A/B testing strategies, enhancing ROI and customer targeting accuracy.

EDUCATION & PROFESSIONAL DEVELOPMENT

Diploma-Digital Strategies for Business (2017) from Columbia Business School

B.Sc. Mathematics (1998) from Rohilkhand University, Bareilly, UP-India

TECHNICAL SKILLS

SAS SQL SAS CI Unica Data Warehousing Adobe Campaign Tableau Business Intelligence (BI) Analytical Reporting MS Excel Dream and Harmony Lean six sigma JIRA Agile Frameworks

CORE EXPERTISE

CRM platform Management Marketing Campaign Strategy Team Leadership Data Governance & Quality Management Vendor Management Strategic Marketing Planning & Execution Cross-Functional Collaboration Data-Driven Decision Making B2B/B2C Marketing CRM & Marketing Automation Project Management Digital Transformation & CRM Modernization Persona Development & Target Account Strategy Budget Management Performance Optimization

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