Abdullah Nayaf Shafi
AVP, Customer Lifecycle Management,marketing @YES BANK
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WORK HISTORY
AVP, Customer Lifecycle Management,marketing @YES BANK
Mumbai, IN
Driving strategic marketing projects with a focus on automation, MarTech, and data-led campaign planning to boost engagement, efficiency, and ROI. •Spearheading the AMP (Advanced Marketing Platform) project across multiple use cases to enhance personalization and automation. •Successfully delivered the Refer & Earn AMP use case for Savings Accounts, accelerating customer acquisition through targeted digital journeys. •Led first Channel Affinity POC on Fixed Deposits, enabling precise targeting and improved conversion opportunities. •Directed campaign rationalization at bank-wide and product-specific levels for better planning and sharper execution. •Managed campaign cost planning & channel-level analysis to optimize spends and increase uptake. •Implemented Adobe Analytics tags on YES Online and IRIS for enhanced performance tracking. •Managing MarTech platforms to ensure seamless campaign execution. •Currently handling domain warmup and domain migration for promotional campaigns to maintain email deliverability and readiness.
EDUCATION
Birla Institute of Technology and Science, Pilani
Bachelor's degree, Electrical and Electronics Engineering
Indian Institute of Management, Calcutta
Advanced Programme in FinTech and Financial Blockchain (APFFB), FinTech and Financial Blockchain
Gundecha Education Academy Mumbai,India
10th Grade, School
SYMBIOSIS INTERNATIONAL UNIVERSITY
Master of Business Administration (MBA), Finance, General
Thakur College of Science and Commerce , Mumbai, India
High School ,11th and 12th, Science
ABOUT ABDULLAH NAYAF SHAFI
Finance professional with a Master of Business Administration (MBA) focused in Finance from Symbiosis International University & (B.E) Electrical & Electronics Engineering from BITs Pilani and Advanced Programme in FinTech and Financial Blockchain (APFFB) by IIM Calcutta
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