ASHWIN VERMA – DOB: 19th Jan 1982

Mobile: 91+ 9769474613 Email: vashwin2k2@yahoo.com

Executive Profile: (Present Job Role : Product Head – Retail Liabilities & Debit Cards , Processes & Digital Accounts)
AIT (School of Management) ^,Thailand & IIM Calcutta M.B.A graduate along with B.Tech (Computers) with over 10 years of retail
banking experience & proven skill sets in retail banking with leading Indian private/foreign sector banks – HDFC Bank, YES Bank and
ING/Kotak Mahindra Bank & Fino Payments Bank across the spectrum of new product development, business strategy, sales &
marketing, product cum channel management, Cross-sell, Analytics & Campaigns, Digital Channels,P&L management, setting up
systems & IT architecture, Marketing Communications, Project Management &merger specific strategies –product convergence and
innovation.
Act as a Business Product Lead /Project Manager for initiatives, technology implementations and enhancements – coordination with
technology vendors, integration consultants and internal IT teams- writing and validating BRDs and FSDs, performing UAT.
^AIT is one of the premier universities in Asia region-ranked among the top 3 B-schools for the past 8 years
Job Synopsis
 Define product strategy road-map , product vision, defining strategy for both branch & digital banking liability Savings,
Salary, Current accounts & Debit Cards ,market reach, sales strategy & business metrics , deliver product cost reductions &
Service enhancements
 Product Performance Management-Responsible for maintaining product scorecard ,Profitability of Product, Service
Performance, Risk Performance, Sales Volumes, Complaint, Proposed enhancements & Identifying top Product users
 Setting up all the key processes and systems - Business Planning & Budgeting ,Sales Process & Distribution setup ,IT &
Systems ,Managing corporate DSA’s and other big channels, Digital Marketing & campaigns ,Competition Mapping,
Manpower Planning & Productivity, Training on Product, Processes & Systems, Audit and Compliance
 Plan and execute marketing programmes & collaterals for Product Launches, Customer awareness, Product & Sales
collateral, and develop subsequent Portfolio-management programmes by liaising with Marketing & Sales teams
 Manage P&L for products including pricing, costs, incentives, promotions, revenues, etc., to deliver profitability
 Drive, co-ordinate with internal (IT, Operations, Compliance, Legal, Procurement, Risk) and external (RBI) for procedures
Core Competencies
Technology  Liaise with Technology to develop solutions /platform for product & process design and delivery, to re-
engineer and implement new product processes towards customer convenience
 Member of the Core Bank Project Team set up to integrate erstwhile ING Bank with Kotak Mahindra Bank
o Core-Banking System for Liabilities – finalized requirements, parameterization, UAT & fixes
 Technical Interface: Create business case/BRD, articulate & analyze technical requirements and functional
specifications. Prioritize development activities with engineering teams, assist in determining the best
technical implementation methods, work closely with QA on acceptance testing and lead product launches
 Demonstrated ability to understand and translate non-technical feature descriptions into structured use
cases, requirements, and specifications for technical audiences.
 Working closely with Engineering, Product Marketing, Ux Team, Customer Focus Team, Support,
Professional Services, Sales/Pre-sales, and Operations to define the Go-To-Market plan
 Proficient in Gap Analysis ,Product Analysis & Implementation, Requirement Gathering
 Work with Architecture & Implementation Teams during Dev and UAT phases for product implementation
Digital Banking  Own Digital process end to end, optimize Customer Journey across touchpoints, achieve customer
satisfaction
 CRM – lead management, CASA customer onboarding and service managed business requirements, test
 Partner with Digital Banking and Technology to build liabilities products through digital mechanisms:
 Understanding of Banking & Digital Regulations: product conceptualization, design &implementation
 Product launches & Collaborate with the user exp teams, design and tech teams for version of a feature
 Process Initiatives: Design/implement processes to ensure seamless operation of all digital cmr journeys
 Process Digitization- Formulate process methodologies and workflows around account opening and
maintenances using digital delivery methods/tools including TAB Banking, Website, Net Banking & ATMs
Service and  Understand the end to end customer experience of the product: maximize “customer delight” through
Cmr Exp (CX) optimizing the product-customer interface and resolution of customer service issues
 Maximize use of alternate channels- Internet, Mobile, Call center, etc. for service delivery and customer
acquisition, Set up a tele-calling channel to create leads and on-feet team to acquire
 Constantly work on improving NPS - Net Promoter Score
 Set up the VIRTUAL relationship (RM) model for the bank for Enhanced coverage ,Service delivery & Xsell
 Define processes for Product sales, implementation & customer servicing along with cross-functional teams
Process  Proven track record in technology intensive Business Process Design and Analysis and in the BFSI domain -
Process Re-engineering, Improvement and Automation
Others  Analytics & Customer Intelligence - Use data analytics to identify trends & opportunities for effective new
customer acquisition ,retain and upsell / cross-sell to existing customers, Campaign management
 Marketing & Communication –website maintenance, digital marketing & internet campaigns,
 Develop & Manage new channels of business - Built new channels of business from both internal teams and
external channels like HNW, Premier banking, digital branches, online financial market places, etc.
 Highly targeted campaigns on ATMs, Internet Banking using data analytics, propensity modeling and CLCM
Job Profile at Responsible for overall Product Development, Portfolio Management, Product Profitability, Business development &
Fino Payments
Market share growth of key Products in Retail Liabilities – CASA, Debit Cards, Digital accounts & Processes. To ensure
Bank Ltd
Product volume build up and profitability – Manage fee structure, create opportunities for volume & income
generation and minimize revenue leakage. PnL Management & Cost reduction , create multiple delivery channels.
Heading a team of Product Managers across:
 Savings and Current Accounts I Product & Portfolio
 Corporate Salary & TASC accounts I Product & Portfolio
 Wallet & Digital Accounts I Virtual Savings Accounts
 Debit Cards
 Financial inclusion & Key Aadhar led initiatives
Job Role: Product Head – Retail Liabilities & Debit Cards , Processes & Digital Accounts (Period:7thFeb,19 to till date)
Strategic
 Plan, structure & develop entire range of consumer liability products
initiatives for
Key
 PnL Ownership - Ensures top line budget is met across products & ensure cost provisioning &reductions
Deliverables  Manage the Key Performance Indicators for CASA & Debit Cards
and Segment  Product and Program development along with proficiency to manage Product lines efficiently
Ownership  Setting up delivery channels across physical & digital spaces to enhance business opportunities
 Customer life cycle management & XSell, target micro segment markets to deepen penetration & reach
 Regulatory, Risk & Compliance Management ; Process management & enhancement
 Strategize and formulate 360 deg. ring fencing for portfolio value build up
 Develop robust Xsell model & incentive plan for Xsell of products , Sales promotion activities
 Drive strategic marketing plans involving Branding ,Product Positioning ,Customer Communication
Job Profile at To strategize actionable leading to Profitability and growth in business line, through Product Development, Portfolio
Kotak Analytics and Sales Enablers by supporting the entire Corporate salary and Institutional Sales segment across the
Mahindra country & responsible for annual growth of book.
BANK Ltd
Job Role: National Product Manager-Household Saving & Salary Account Product, Process re-engineering,
Digitization & Design thinking (Period:13thMay,16 to till 6th Feb,19)
  Product Management: New product development, Pricing Benchmarking, Profitability
Strategic  Customer Life Cycle: On-boarding to attrition management through active engagement
initiatives for  Regulatory Management: Adherence guidelines and regulations issued by the RBI
Key  Communication Management: Internal and external communication
Deliverables  Channel Management: Conceptualization and implementation of R&Rs and programs
and Segment  Campaigns & Enablers : to grow deepening base, increased cross sell &acquisition
Ownership Business Strategy & Development - Achievements & Key Projects
Implement Customer Contact program Pricing Benchmark on fees and services Death Insurance Benefit, Switch Card Digital
Activation Voice of customer-service & TAT enhancement on deliverable

Establish, drive and co-ordinate the strategy, execution and priorities to deliver SA growth to ensure significant
Job Profile revenue and operating profit opportunity. Develop Customer Value Proposition, Service and Relationship
ING Vysya Bank management experience that is distinctive, Market-leading and Scalable.
Job Role : Sr. Product Manager – Savings Account (Period: 20th Nov,14 – 13th May,16)

 Focus on Channel migration,& Regulatory compliance/Risk Management adherence

 Tracks cmr complaints/TATs for high level of customer satisfaction and use for service enhancements
Strategies for  New product bundles, Acquisition, Deliver Product Profitability and Growing SA Balance Sheet
Key  Increase customer product holding of Kotak products - Products per client and product penetration
Deliverables  Portfolio Actions to increase profitability aimed at customer on-boarding, deepening & retention
and Segment Business Strategy & Development - Achievements & Key Projects
Ownership Integration/Merger of ING with Kotak Bank- system enhancement in Finacle /Profile, Launch of multiple Savings and Segment
Products, Process Revision as per Kotak Bank, Telesales/Phone Banking process set up Strategy and process set up for Assets led SA
,Pricing set up, FATCA implementation, Budgeting; Incentive formulation, Implement on boarding program, Sales enablers for
channel ;Cue Cards, Mobile App for channel on products USP and KYC, Win back–closed accounts, Strategy for Assets led SA

Acquisition and  Implement and Drive Acquisition programs - Drive different acquisition arms – Retail, HNI & Premier
Deepening  Account Opening & on boarding , Monitor inefficiencies & improve account opening TATs / FTR
Strategy
 Implement and Drive customer full life cycle program to deepen client relations

Carried out detailed exercise to fill in the gaps in customer offering of ING Vs. Kotak to align ING Bank’s customer
Merger offering in line with that of Kotak. Merger Specific Strategy : Product convergence and Spec /IT Requirement
Specific  Spec document creation–requirement brief for new products, features, specifications for IT, System change
Activities  GSFC ”schedule charges” creations, process closure, slab wise rates and T&C finalization
 Re-designing of Account opening form, system enhancement for Ops ; Welcome Kit Design & process set up

Drive & provide support to Branch Banking team, achieve growth in number of Savings Accounts, Segmented
Job Profile at
products, Value buildup & ensure Portfolio Profitability is met.
YES BANK LTD
Job Role : Senior Manager(Senior Manager)–Savings Account, Liabilities Management , (Period:16th Jul,12 - 13th Nov,14)

 Strategize action plan for Financial and Productivity achievements, Revenue generation, Net fee
Strategy to  SA Acquisition and Deposit Mobilization for Liabilities Generation and Manage Product Portfolio
achieve  Strengthening of Systems, Controls, Processes & Procedures ,Cost Control of all Projects and Activities initiated
Channel  Branch/Front Line Training and Development, Resource Management
Business Business Strategy & Development - Achievements & Key Projects
Objectives Launch of YES GRACE ,Formulation of Rewards & Recognition programs ,Personal Accident cover for minor accounts, Launch of Yes
(Liability Family proposition Savings Rate de-regulation, Pricing Benchmark on GSFC, Tele-calling Channel Management ,Incentive
Generation) formulation & Budgeting ,Instant kits for Savings Account, IPL League campaign for acquisition ,On boarding/Welcome calling
process set up
 Drive & provide strategies /solutions to the Salary Channel team for relationship management. Achieve growth in
Job Profile at
Accounts, Salary Upload Value, X Sell Portfolio Profitability
HDFC Bank Ltd
Job Role : Product cum channel Manager -Corp Salary (Period: 1st Aug, 2008 - 14th July, 2012)

 Account Acquisition Strategy-Visit corporates to manage relationship, participating in inductions, meet channel
members and provide support/ strategy for meeting business objectives ,launch new propositions
 Driving Channel Performance & Productivity - focused high achievers club; Feet on street module
Strategy to  Contests / Campaigns / Activities - Conduct contests ,Campaigns and Promotions to boost market share
achieve  Learning & Development-Conduct regular training workshop, built up Sales Process & Performance tool
Channel  Marketing Support- Strategize and implement marketing opportunities for focused product penetration
Business
 Process Improvement-Standardize inductions & activities for corporates, Working model revision
Objectives
Business Strategy & Development - Achievements & Key Projects
KCM/CSRM channel structure Launch Preferred program acquisition and incentive structure ,TAT improvement through “Runner
Boy” project, Digital acquisition, Working Model development and revision PSU’s penetration ,Low Hanging Fruits – acquisition,
Program for key decision makers ,Develop system to monitor RMs call report and Helpdesk activities

EDUCATION

MBA in International Business from Asian Institute of Technology, Bangkok, 2006-08 (CGPA: 3.33/4)
One semester at Indian Institute of Management, Calcutta in Exchange Programme (GPA: 7.2/9)
B.Tech (Computers) from Manipal Institute of Technology, Sikkim, India, 2001-2005

INTERNSHIPS

HSBC, New Delhi, Jun-Aug 2007: Analysis of Customer Relationship Management in Wealth Management
Function and study of Customer Satisfaction
GENPACT, Gurgaon, Feb-May 2005: Development of “SRT &“Oracle Learning Management System”
SATYAM COMPUTER LTD., Hyderabad, Jul 2004 -Aug 2004: Study of Software Development Methodology

IT SKILLS

Familiar with the following:

 Languages: C,C++, Java, Assembly Language Programming (8086); Database: Oracle 8i (PL/SQL)
 Operating Platform: MS-DOS, Linux, Windows, Cognizant with MS-Office, Toad, Business object

CO-CURRICULAR ACTIVITIES

 Published poetry in international journal “ CANOPY”

 Key organizer of inter-college cultural festival ; Directed the institute play at the cultural Festival