Madhupriya Gokulraj

Focus Area - ENR growth, Spend growth, Analytics driven portfolio initiatives, People Management

❖Responsible for product development of Cards Portfolio Sales (such as Balance Transfer, Cash on Card, Easy Payment Plan and Full Balance Conversions) - from writing the BRD to conduct UAT and ensure implementation in Cards host system

❖Build and implement cross channel ENR Sales strategy - across ENR sales team, Direct Sales team, Call Center and Online channels with specific targets with close monitoring of their performance

❖ Develop customer segmentation strategy to identify key segments implement targeted campaigns to grow the Inorganic ENR. Result - growth of inorganic ENR contribution from 6% to 36% in the first 3 years of implementation

❖ Campaign Analytics - Ensure smooth execution and close monitoring on all the End to End Business development Inorganic spend campaigns and Bulk Credit limit increase programs

❖ Manage the PnL of these portfolio products with continuous evaluation and proposal for Portfolio Sales product pricing amendment for all Sales and Digital channels and for tactical campaigns to boost Cards ENR to be competitive in the market and to improve profitability

❖ Used data insights to head the ENR sales team towards productivity improvement of almost 220% starting from an average of AED 500K per agent p.m to AED 1.6Mn per agent p.m. Secured Management confidence to improve ENR sales team strength by 55%. Ensured all sales channels(CLM, DST, Call Center & Branches) are fully educated on the product features to ensure consistent communication across all customer touch points

❖ Since 2020, with continued drive on outbound sales, focus is on digitizing all the portfolio sales products to drive online sales strongly. Successful in moving the online sales contribution from 30% in 2019 to close to 45% in 2022.

Focus Area - Cards ENR Growth, Spend Growth, Revenue management, Attrition Control, PnL Management

❖ Revised the Risk Based Pricing on Card Management system(Vision Plus) resulting in uplift of Interest Income by 7-8%
❖ Conducted bulk Credit limit increase programs in the range of 100mn almost every quarter to ensure constant feed of limits for strong ENR growth
❖ Deployed algorithm to identify segment with a likelihood to revolve and targeted into customized Spend booster campaigns with a success rate of 22% customers meeting the targets
❖ Developed Merchant Category recommender model to enhance the depth and increase the breadth of card usage resulting in spend uplift of 15% specific to air travel, Education and Electronics spend
❖ Implementation of Retention scoring model to pre-empt retention to bring down the attrition rate from 12% to 58% in a span of first 8 months.
❖ Implement, analyze Payment Deferment programs to retain ENR balance during forecasted high repayment months leading to increase of ENR in the range of 13 to 18%
❖ Analyze and provided inputs to Product team on Rewards program builtin to the card proposition to ensure improved profitability and customer engagement - introduction of Weekend spend cashback, Fine tuning of rewards for International spends, rewards redemption rate evaluation, track misuse of rewards program and introduction of rewards expiry with regular cohort analysis.

Focus Area - P&L management at Product level, Product Launches , Corporate Portfolio Management

❖ Successfully launched Business Flex card
❖ P&L management of Commercial cards
❖ Drive the Corporate relationship management team to expand the Corporate segment. Improved Corporate spends by 8% with targeted spend campaigns. Designed and implemented in-house MCC wise, card wise Corporate spend tracker to provide spend insights.

❖ Conceptualized and deployed enhanced product features such as Risk Based Pricing for Business Flex card and customized spend focused statements for Corporate Cards.

Focus Area - Derive insights from Cards data , Support in designing and deploying home-grown CRM system, DMS, Report Automizer, Developed critical reports

❖ Responsible for executing periodical bulk Credit limit increase, as part of Portfolio initiatives and bulk Credit limit decrease, as part of Credit and Collection optimization strategy
❖ Instrumental in implementing BScore & other statistical evaluations with effective Collection strategy, resulting in driving organization away from recession into a profitable zone
❖ Developed critical reports such as Trend analysis, Forecasting of key portfolio drivers, Vintage analysis, Product Profitability
❖ Publish GCL, NCL reporting and IFRS Provision reporting
❖ Reconciliation of Spends, revenue and profit with Finance periodically to ensure reported numbers are system driven
❖ Provided data support for all units during the Audits, Integration and for DQM Award process
❖ Design, deploy CRM - Customer Lifecycle Management system (CLMS) from scratch - customized to specifically meet
organization goals. CLMS - developed to cover all major work flow across various functional units such as - Credit, Collections, Call Center, Retention, Portfolio management unit, Operations unit. This saved the cost of procuring and customizing CRM and improved efficiency across the organization leading to paperless work
❖ Report Automizer was conceptualized, designed and developed to ensure 100% report automation from scheduled ETL process, SQL script execution, scheduling to report compilation and distribution with zero manual intervention. This saved the Business analysts time from performing monotonous report generation work rather focus on creative analytical work
❖ Designed and deployed Deposit Management system (DMS) to capture entire lifecycle of Corporate deposits. Saved cost of procuring software

Focus Area - Application development for effective customer Retention, Track Sales performance

❖ Developed in-house software application with 360 degree view of customer for Retention team with built-in retention offers customized based on individual customer profitability and implemented for a team of 30+ officers and expanded it to Call Center

❖ Analyzed key aspects of business to evaluate factors driving results and summarized into presentations.

❖ Applied honed problem-solving skills to analyze and resolve issues impacting business operations and goal achievement.

❖ Supported leadership team with MIS reporting on specific portfolio segments, analyze the profitability and develop business presentations to depict key strategies and its impact