Finhas Jhaveri

Director, Customer Acquisition Marketing @Propel Holdings

Email Marketing ManagerGrowth HackerDigital Ads Manager💸 MarketingMarketing DirectorMarketing Analytics ManagerBrand Marketing Manager

I am a Seasoned Leader and Certified Chartered Marketer by the CMA with 15+ years of experience. I have built brands, driven growth, and increased customer loyalty/usage. I have extensive expertise in performance marketing, digital marketing, e-commerce, analytics, email, direct & database marketing, and offline and multicultural marketing. I thrive on helping businesses meet their business goals and delivering ROI performance on marketing budgets. And I am zealous about customer experience and insight mining. I am passionate about ‘improvement and making things better’ and I love when I can help foster change that raises the bar and helps people develop, grow, and exceed their goals.

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Work Background

Propel HoldingsDirector, Customer Acquisition Marketing

Feb. 2024Toronto, Ontario, Canada• Driving over USD 3.5MM in monthly new business revenues from Paid Search and Paid Social campaigns by ensuring that the budget is constantly optimized and continues to deliver an efficient ROI. • Led the RFP and onboarding, and currently leading the execution of the Salesforce Marketing Cloud automation solution that is driving increased efficiency and provides a better customer experience through personalized marketing. • Managing and continuously optimizing the Direct Mail program, which has increased the program's efficiency by 40% through test and learn-initiatives. • Directing the SEO and content strategy to increase the domain/keyword rankings, and over 10% growth in revenues from this channel. • Managing the relationship and marketing initiatives with Affiliate partners, to deliver over $1MM in monthly new business revenues. • Increased the online reputation of the company brands to 4+ by closely managing the online profiles and effectively soliciting customer reviews.

Finhas Jhaveri ConsultingMarketing Consultant

Jan. 2018Toronto, Canada AreaI help businesses re-evaluate, reallocate and optimize their marketing investment to build their brand, drive growth and increase customer loyalty/usage. Areas of expertise: ● Paid Search ● Programmatic Video & Display Advertising ● Local Search ● Social Media Advertising ● Landing Page Optimization ● Email Campaign Strategy ● Offline Advertising ● Reporting and Analytics ● Multi-Cultural Marketing ● Budget Control & Cost Management ● Ad Agency/Vendor Management

Propel HoldingsSenior Marketing Manager

Feb. 2021 - Feb. 2024Toronto, Ontario, CanadaLeading the direct marketing acquisition initiatives that focus on driving customers directly to the website through digital marketing, SEO, email marketing, direct mail, affiliates and offline marketing. Achievements • Since joining the company, the % of new business originating from direct channels has increased from <10% to >30% by expanding the various marketing channels used to drive new business • Evaluated various marketing automation vendors, negotiated the contract and then successfully onboarded Salesforce Marketing Cloud to help move all the company emails to this new platform

HSBCMarketing Manager, Digital Acquisition (Contract)

Apr. 2020 - Jan. 2021Toronto, Ontario, CanadaLed the digital acquisition marketing programs for various products and the Data Management Platform (DMP) strategy for the bank. Achievements 1. Revamped the DMP segment usage on various product campaigns that helped drive over a 15% decrease in the cost per marketing response from their digital advertising 2. Developed a detailed monitoring system to track the performance of the DMP segment, which helped fuel insights into the various factors that influence business outcomes. This work was featured as a global case study at HSBC 3. Led the national digital acquisition campaigns for various products, including chequing accounts, credit cards and retail business banking that helped exceed the targets for all products 3. Enhanced their digital tracking codes database to ensure that promo codes are auto-generated and unique

Alterna SavingsMarketing Consultant (Contract)

May. 2019 - Nov. 2019Toronto, Canada Area• Lead the new customer onboarding journey development, including the creation of marketing assets and determining the cadence of communication to ensure the usage of services, cross-sell, upsell and long-term retention of customers. • Set up and evolve the marketing analytics function to ensure that marketing activities are being measured and optimized to deliver superior performance. • Develop and launch the mortgages and chequing account product campaigns to drive new customer acquisition for the organization. • Provide a local marketing strategy along with the tools and processes to help increase awareness of their branch staff in the local communities.

Allstate CanadaDirector, Digital Marketing and eCommerce

Nov. 2015 - Aug. 2018Toronto, Canada Area• Provide the team with a new direction and impetus to ensure initiatives are tied strongly to the business goals of driving profitable business. Directly manage a team of 5 managers and a total team of 12. • Lead the digital acquisition strategy and execution across all media, including paid search, SEO, social media, display and video advertising. • Increase customer retention and new prospect conversion by optimizing the digital customer experience and enhance online journey on the website, online quoting tool and secure customer portal by providing engaging tools and content. • Enhance the digital presence and provide a local marketing strategy for the agents across the country to help them build their individual brands and drive new business leads. • Provide insights and analysis to the marketing and leadership team on the performance of campaigns to ensure spends are generating the expected return on investment and meeting quality expectations. Achievements: • Delivered $33MM in new business revenue that exceeded the forecast, despite managing to a flat budget & facing 15% inflation in costs, by decreasing the cost-per-quote from online leads by 20% with the launch of a real-time Artificial Intelligence (AI) conversation call scoring model through a technology vendor. revamping the sourcing and distribution of leads from paid digital activities. • Contributed to $6.5MM in new business revenue through a digital enablement project for the direct sales force that provided them personalized websites, online listings & customer review management platform. • Improved the user experience and set the company on the path to becoming the most trusted insurer in Canada by articulating a 3-year vision for the Digital Customer Journey and business case that helped fund Agile Project Teams to optimize the online properties.

Allstate CanadaManager, Digital and Cultural Marketing

Jan. 2012 - Nov. 2015toronto, canada area• Manage digital marketing activities to generate leads for new business growth. • Establish the methodology and processes to monitor and report on digital marketing spends. • Develop and launch the cultural marketing strategy for the company to increase awareness and consideration among the various cultural communities.

RBC Royal BankProgram Manager - Client Strategy, Newcomer & Multicultural Markets

Nov. 2009 - Dec. 2011Toronto, Canada Area• Manage the business and marketing programs to acquire new immigrants to Canada. • Shepard the development of new products & programs in Canada and overseas to target new immigrants. • Provide reporting and analysis on the business impact of programs launched by the team

Edelweiss CapitalHead - Product & Customer Service

Nov. 2007 - Jun. 2009Mumbai Area, India• Improve the productivity of the sales team by procuring strong prospect data for outbound calling. • Work closely with the product manufacturers across categories to help focus sales efforts on products that provided the best saleability and revenue for the company. • Work with the sales leaders to improve productivity by providing product training and launch programs to increase sales force retention.

ICICI Lombard General InsuranceProduct Manager - Travel & Worksites

Feb. 2003 - Nov. 2007Mumbai Area, India• Manage the product P&L and pricing to ensure growth and profitability. • Develop new product options and plans to help cater to various customer segments. • Launch marketing plans for consumers and distribution partners. • Train the sales and service team to provide the best customer experience. • Grow the group sales for the product by partnering with corporate relationship managers and participating in the new business sales presentations to their clients.

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