Manisha Dokania
Head of Marketing @Jioblackrock Mutual Fund
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WORK HISTORY
Head of Marketing @Jioblackrock Mutual Fund
Mumbai, IN
Leading the complete marketing and brand function for JioBlackRock AMC, responsible for Brand Strategy, Performance Growth, Media Planning, and Content Ecosystems.• Integrated Leadership (Brand + Growth): Established the marketing function from ground zero, owning the unified strategy across Brand Building, Performance Marketing, Media Buying, and Digital Customer Acquisition.• Hyper-Scale Acquisition : Engineered a high-velocity acquisition engine, successfully onboarding 1mn + investors within 6 months of launch.• Go-to-Market Orchestration: Led the end-to-end GTM for 13 retail mutual fund products, synchronizing product narratives with precision media targeting to capture market share in a crowded category.• Media & Efficiency Strategy: Managed the media P&L and acquisition strategy, optimizing CAC (Customer Acquisition Cost) by blending high-decibel brand visibility with sharp bottom-funnel performance targeting.• Brand & Content Architecture: Defined the \"Invested in you\" narrative for the brand, building a content factory that serves both educational (Top of Funnel) and conversion (Bottom of Funnel) goals across social and digital platforms.
EDUCATION
MBA in Financial Markets
Master of Business Administration (MBA), Financial Markets
Delhi University
Bachelor's degree, Economics
Indian Institute of Management, Calcutta
Advanced Program for Marketing Professionals, Marketing
SKILLS
ABOUT MANISHA DOKANIA
THE PREMISEIn the financial sector,\"product\"is a commodity.The real differentiator is trust,narrative,and ecosystem scale.For over 16 years,I have operated at the intersection of complex financial markets,consumer psychology,and platform economics,helping legacy institutions and tech-led disruptors translate technical value into market dominance.CURRENT FOCUS: SCALE & ECOSYSTEMSCurrently,I lead the marketing and brand function at JioBlackRock AMC,driving the go-to-market strategy for a massive digital-first AMC. By leveraging the scale of Jio and precision performance marketing,we engineered a high-velocity acquisition engine that successfully launched 13 retail mutual fund products and onboarded 1 mn+ investors within our first 6 months.My core focus is building full-funnel growth architectures that drastically reduce CAC while building deep brand trust.STRATEGIC ADVISORY & CONSULTINGPrior to this hyper-growth phase,I served as the Founder and Principal Consultant at Cavemen.In this capacity, I acted as an external strategic partner to AMC(including Tata MF, Invesco MF, HDFC MF, Sundaram MF and a boutique wealth firm in Abu Dhabi).I partnered with institutions to solve high-level business challenges,from brand milestone strategy to digitizing massive B2B distributor networks.CAREER MILESTONESMy career has been defined by solving the \"boring category\" problem—building educational and narrative ecosystems that empower investors to buy complex products.Category Creation: As VP & Head of Marketing at Edelweiss Mutual Fund, I spearheaded the GTM strategy for Bharat Bond (India’s first corporate bond ETF),turning a complex debt product into a household name for retail investors.Digital Transformation:Transitioned legacy financial brands from traditional-heavy media mixes to agile, data-led digital frameworks that prioritize measurable adoption and LTV.B2B Enablement: Mentored 500+ financial distributors and IFA partners on leveraging digital channels and personal branding to drive institutional sales.THE VISION & EXPERTISEI am deeply passionate about the intersection of AI-driven personalization,Platform Economics,and Financial Inclusion. I specialize in solving go-to-market challenges for platforms that need to communicate complex value propositions at population scale.Expertise:Go-To-Market (GTM) Strategy|Brand Architecture|Ecosystem Growth|Investor Education|Digital TransformationI actively engage in industry dialogues and always welcome connections centered around strategic advisory, platform economics, and the future of fin-tech.
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