Rucha Upadhye

About Rucha Upadhye

With over eight years of experience in marketing, I specialize in growth strategy, campaign management, and marketing analytics. At IDFC FIRST Bank, I oversee digital campaigns for RuPay Credit Cards, leveraging data-driven cohort strategies to optimize acquisition and channel performance. My role focuses on meeting acquisition targets, improving KPIs like COA, and enhancing the customer journey through consistent evaluation and tailored re-targeting campaigns. Previously, at HDFC Bank, I contributed to paid performance marketing by optimizing campaigns across platforms like Google and Facebook, integrating personalization, and improving ROAS. Known for a collaborative and analytical approach, I aim to empower teams to deliver impactful digital solutions and drive sustainable growth in the competitive financial services landscape.

Experience

1. Growth Manager

   IDFC FIRST Bank

   Mar 2023 — Present · Mumbai, IN

   End-to-end ownership of digital marketing strategy for credit card acquisition, from planning to execution—focused on driving qualified leads, increasing conversions, and maximizing ROI. Proven track record in scaling customer acquisition through performance marketing, targeted segmentation, and optimized digital customer journeys. Skilled in audience segmentation and personalization, leveraging analytics to define high-converting segments and deliver tailored content across digital channels.🤝 Adept at cross-functional collaboration—partnering with product, analytics, sales, and compliance teams to align digital campaigns with business goals. Experienced in designing multi-channel customer journeys, combining paid media, CRM, and retargeting strategies to drive engagement and retention. Comfortable in Agile environments, continuously testing, learning, and refining strategies based on data insights and market feedback. Regularly track and report campaign KPIs, providing strategic insights to senior stakeholders and adjusting campaigns for optimal performance.🧠 Strong understanding of credit card products and lifecycle marketing, including acquisition, activation, and usage growth strategies.🧰 Hands-on experience with leading Martech tools such as Salesforce Marketing Cloud, CleverTap, and web analytics platforms. Strong problem-solving mindset with an eye for performance trends, competitor benchmarking, and customer behavior patterns.

Education

• Savitribai Phule Pune University

  Engineer's Degree, Electronics & Telecommunications

  2007 — 2011

• Symbiosis Institute of Digital & Telecom Management (SIDTM), Pune

  Master of Business Administration (M.B.A.), Marketing

  2014 — 2016