In this discussion with Santosh Abraham, Lead Analyst at Research NXT, Abhishek elaborates on how he is managing marketing in a 21 year old innovative financial company. He explains how he has divided the total target customers into different categories on the basis of demography and behaviour. He shares the tools which he has adopted in his marketing strategy and the challenges he faced while implementing them. During the discussion Abhishek emphasised the need for enrichment of data and a unified view of the customer. He strongly feels there is a need for learning and development at the senior level of marketing. He also shared the best practices which all marketers should know before implementing marketing automation in their organisations.
Abhishek Gupta is an accomplished marketing professional with over 16 years of experience in sales and marketing, in both retail and financial services. He is currently Senior Vice President and Head of Marketing at Edelweiss Financial Services. He previously worked with The Mobile Store Ltd (Essar Group) as CMO, where he led the marketing function and was a member of the senior leadership of the company. He has also worked with Wal-Mart India as General Manager, Marketing. Abhishek has been honoured as one of the 25 Most Outstanding Marketing Professionals of India by the World Brand Congress and CMO Council of Asia in 2013 and 2014.
