Praful Sardana

About Praful Sardana

Vice President with 14+ years of experience in Data & Analytics, Customer Decisioning…

Experience

1. Vice President (Global Analytics Personal & Business Banking)

   NatWest Group

   May 2016 — Present · Gurgaon, IN

   Oversee the Design, Development and Delivery of an effective multi-channel customer contact communication strategy• Implementing End to End Campaign Management Lifecycle and working on Contact Opportunities identified by the business• Working on Design Thinking to tap those Contact Opportunities and doing a technical translation to decide the best & optimized delivery mechanism• Create Marketing Solutions which are Platform friendly and tool agnostic• Evaluate and measure the performance of Always ON Customer Journeys on Digital Adoption, Engagement and Dormancy• Implementing Data Strategy via Personalized, Timely and Relevant NBA• Working with Journey Managers to support major Inbound and Outbound Campaigns which are in business and design phase to migrate to Pega via channels• As part of the digital channels team, involved in driving digital-first goals for customers, designing and implementing campaigns to support Bank for increasing the digital-savvy customer base and working towards reducing the overall digital dormancy to reduce cost. • Drive adoption of Pega Marketing tool which decides next best action for a customer per recent offers, contacts, behavior to drive maximum response rate to drive ‘always-on marketing’ approach in UK banking.• Covid impact: various travel and health restrictions meant a change in customer behaviors and spending patterns which more than ever emphasized on customization per customer need.• Design and build multi-channel journeys for customers through the Pega platform. Natwest has been heavily involved in using PEGA to drive analytically driven campaigns, which consider the business need and best fit for customer offers.• Work with stakeholders to understand marketing strategy to find the best fit channel targeting per offer and campaign need and deliver live campaigns in PEGA using Agile sprint delivery model.

Skills

• Digital Marketing
• Business Intelligence
• Market Analysis
• Email Marketing
• Etl
• Software Project Management
• Crm
• Campaign Management
• Data Warehousing
• Teamwork
• C#
• Gap Analysis
• Social Media Marketing
• Html
• Management Consulting
• Direct Marketing
• Business Analytics
• Outsourcing
• Erp
• Statistics
• Consulting
• Windows
• Social Media
• Analytics
• Time Management
• SEO
• Business Analysis
• Marketing Communications
• Testing