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Ashish kalani

An incisive professional with over years experience in functional areas such as Analytical Marketing, Campaign Management, Performance Marketing, customer experience, Product & Portfolio Management, Brand Management, Account Planning, Customer Insights & Analytics & Customer Interface Capable of conceptualising and implementing business objectives, as well as developing corporate strategies and budgets to achieve those objectives. An innate flair for analytics in defining customer segments, summarising findings, presenting data and proposing recommendations for improving campaign and communication efficacy and new business opportunities.
  • Role

    head of marketing & CRM

  • Years of Experience

    16.7 years

Skillsets

  • Prompt Engineering
  • Real time triggers
  • Looker Studio
  • Event triggers
  • Technical SEO
  • Woorank
  • Whatsapp
  • VWO
  • Unica
  • Tagging
  • SMS
  • SFMC
  • SEMrush
  • Screaming Frog
  • Schema
  • Push Notification
  • Google Analytics
  • Power BI
  • Perplexity
  • Journey Builder
  • Heatmaps
  • GSC
  • Gemini
  • Email
  • CRO
  • Clevertap
  • ChatGPT
  • Apptweak
  • APIS
  • Ahrefs
  • MarTech
  • CRM

Professional Summary

16.7Years
  • Jan, 2026 - Present 8 months

    Founder & Principal Consultant | CRM & Marketing Automation (SFMC)

  • Jul, 2024 - Jan, 20261 yr 6 months

    Head – CRM, Martech & SEO | TimesPro

    TimesPro
  • Jul, 2023 - Jul, 20241 yr

    Business and Growth Lead embedded insurance

    Paytm Insurance Broking
  • Mar, 2015 - Sep, 2015 6 months

    Marketing Manager Campaign Management

    HDFC Life
  • Sep, 2015 - Apr, 20226 yr 7 months

    AVP – Product & Portfolio Manager, Loyalty Program

    Axis Bank
  • Apr, 2022 - Jun, 20231 yr 2 months

    AVP – Innovation Lead

    Tata AIA Life Insurance
  • Dec, 2012 - Mar, 20152 yr 3 months

    Key Account Manager CRM Axis Bank

    Hansa Customer Equity
  • Jan, 2012 - Nov, 2012 10 months

    Deputy Manager Campaign Manager

    HDFC Bank
  • Jan, 2008 - Aug, 20102 yr 7 months

    Executive Brand Communication

    Tribal DDB

Work History

16.7Years

Founder & Principal Consultant | CRM & Marketing Automation (SFMC)

Jan, 2026 - Present 8 months

Head – CRM, Martech & SEO | TimesPro

TimesPro
Jul, 2024 - Jan, 20261 yr 6 months
    Leading CRM, organic SEO, automation, lifecycle frameworks, and Martech transformation to scale student acquisition and engagement for India's leading professional education brand. Achieved 324.4% growth in organic website traffic, improved keyword ranking, generated 16 Cr organic revenue with only 1 Cr SEO cost, designed Digital Reactivation Program generating 80K leads and 25 Cr GSV, achieved 27% increase in leads and 95% reduction in CPL with a one-click CTA strategy, engineered 100+ AI-driven Lead Nurture streams utilizing predictive scoring, reconfigured Salesforce Marketing Cloud fixing core data & automation issues, created a data-driven app engagement framework automating performance measurement, executed a full technical SEO audit, fixed errors, implemented Schema & Page Experience improvements.

Business and Growth Lead embedded insurance

Paytm Insurance Broking
Jul, 2023 - Jul, 20241 yr
    Designed analytics-driven lifecycle framework resulting in 25% CASA growth and 10% Debit Card Spends. Launched 4 growth programs driving 15% deposit mobilization and 12% growth in new FDs. Implemented real-time event-based campaigns improving CASA & payments ecosystem engagement. Built in-funnel upsell journeys delivering 10 Cr monthly incremental revenue.

AVP – Innovation Lead

Tata AIA Life Insurance
Apr, 2022 - Jun, 20231 yr 2 months
    Led innovation across Martech, communication, lead management, digital research, and CX for the 3rd-largest private insurer. Built a 4-phase innovation framework, evaluating 150+ ideas, 26 launched, 6 in development. Introduced digital research methodologies, reducing cost & TAT by 50%. Strengthened Martech precision using 3rd-party data for income estimation & digital scoring. Drove 58% uplift in purchase decisions with personalized content.

AVP – Product & Portfolio Manager, Loyalty Program

Axis Bank
Sep, 2015 - Apr, 20226 yr 7 months
    Managed India's only bank-wide loyalty program for the 3rd largest private bank. Built full customer lifecycle frameworks improving retention & migration patterns. Delivered 15% engagement uplift via automated lifecycle interventions. Enabled real-time communication through Martech stack modernization. Achieved 5% increase in offer enrolments and 2.5% increase in spend. Drove 1M+ redemptions, building a large loyal customer segment. Improved NPS from 58% to 73% through CX-driven enhancements.

Marketing Manager Campaign Management

HDFC Life
Mar, 2015 - Sep, 2015 6 months
    Managed marketing campaigns for HDFC Life. Launched cross-sell/up-sell, usage & retention frameworks generating 40K leads. Drove 20% portfolio engagement increase within 2 months. Defined Martech requirements enabling real-time data, feedback, and communication modules.

Key Account Manager CRM Axis Bank

Hansa Customer Equity
Dec, 2012 - Mar, 20152 yr 3 months
    Managed CRM for Axis Bank. Implemented Unica across Axis Bank enabling advanced segmentation & real-time programs. Built Assets Liability campaign framework improving multi-product conversions. Built Debit Card CLCM framework delivering 39% increase in card spends in under 2 months.

Deputy Manager Campaign Manager

HDFC Bank
Jan, 2012 - Nov, 2012 10 months
    Managed campaign management for HDFC Bank. Built Debit Card CLCM framework delivering 39% increase in card spends in under 2 months.

Executive Brand Communication

Tribal DDB
Jan, 2008 - Aug, 20102 yr 7 months
    Managed ATL/BTL campaigns for Netconnect, Blackberry & Henko. Coordinated national TVC shoots and relaunch campaigns.

Achievements

  • Design and developed 10X Proposition to drive spends
  • Designed and implemented strategy to improve customer experience score from 51% to 73% in less than months time
  • Hansa Customer Equity Pvt.Ltd. Axis Bank campaign), 2014
  • Certificate of Appreciation (Hansa Customer Equity Pvt.Ltd. Direct mail campaign), 2011
  • Devised the strategy and Implemented Customer lifecycle framework
  • Devised customer segmentation strategy which led to positive customer migration leading to higher engagement
  • Devised the strategy and Implemented Customer lifecycle framework
  • Built customer segmentation strategy to drive relevant engagement on the platform using data analytics and devised automated communication triggers on Customer lifecycle
  • Defining business requirements and the Martech stack were used to create real-time communication, customer feedback, and data integration modules.
  • Creating an offer/ education and engagement model to drive debit card spend. Build program to drive higher spend during off sale season. Giving customers reason to spend on their debit cards instead of withdrawing cash from an ATM.

Major Projects

9Projects

CRM Modernization & SFMC Reconfiguration

    Led modernization of CRM systems and reconfigured Salesforce Marketing Cloud to improve automation and data integrity.

100+ Automated Lead Nurture Programs

    Designed and implemented over 100 automated lead nurturing programs to scale engagement and conversion.

Digital Reactivation Program

    Developed a digital reactivation program generating 80K leads and 25 Cr GSV through targeted campaigns.

Technical SEO Turnaround

    Executed a technical SEO turnaround, improving domain authority and backlinks significantly.

Website CRO

    Improved website conversion rate optimization, achieving better funnel flow rates within 45 days.

Generative Engine Optimization (GEO) Strategy

    Developed a GEO strategy for AI-driven search to enhance organic reach and visibility.

Loyalty Program Expansion

    Expanded the loyalty program, driving 10% growth in customer engagement and retention.

UI/UX Enhancement for Web & App Journeys

    Enhanced UI/UX for web and app journeys, improving user experience and engagement.

Real-Time Event-Based Campaign Engines

    Built real-time event-based campaign engines to trigger personalized communications.

Education

  • PGDBA (Marketing & Finance)

    Lala Lajpatrai College of Management Studies (2008)

  • B. Com

    Mumbai University (2006)

  • H.S.C

    Maharashtra State Board (2003)

  • S.S.C

    Maharashtra State Board (2001)

Certifications

  • Certificate of Completion - Social Media Marketing: Managing Online Communities