Career chapter · 2015–2018
Marketing for ultra-HNI equity advisory.
Three years running internal and external communications and digital marketing for a Pune-based equity-research-driven PMS firm catering to ultra-high-net-worth investors. Built the first mobile-friendly website in 2016 (when the existing site ranked below page 60 on Google), overhauled it again in 2017 with new UX and SEO. Generated 5,000+ leads in a year and contributed to ₹3 crore-plus in sales revenue from digital marketing during the period.
Challenge
The starting point
Equity advisory for ultra-HNI is a trust-and-credibility business, not a performance-marketing business. The challenge was building a digital presence that signalled competence to a sceptical, well-informed audience — without trying to be louder than the category allows.
Approach
What I did
End-to-end internal & external comms
Administered communications from website content to branding. Wrote and edited pieces, proofread, ensured the content fit the target audience. Mentored creation of supporting material — images, illustrations — with the graphics team.
Personalised UHNI client communications
Devised client communication material to improve UX, including personalised portfolio reports for UHNI investors, mail templates, short-form content for various media and help files.
Offline communication materials
Steered creation of offline materials from flyers and brochures to event/exhibition collateral. Assisted PR — content publication on online channels. Formulated content for seminars, awards applications, press release kits, internal-team PPT decks, HR job ads, contests and short training manuals for sales, onboarding, HR, finance and operations teams.
SEO + content + branding
Handled SEO (on-page and off-page), social-media articles, website and blog articles. Supported content and branding strategy development.
Marketing automation
Implemented Falconide, EMM Marketing, Oktopost, Marketo, SMSCountry, Zoho CRM. Designed and developed the first mobile-friendly website pages in 2016 — the previous site had ranked below page 60 on Google search.
Heatmap-led overhaul
Overhauled the site again in 2017 using heatmap and analytics inputs, with new UX design and SEO standards. Achieved 5,000+ unique visitors per month and increased hyperlocal search availability — driving inbound calls via the website.
Mobile app UI/UX
Conceptualised and designed the initial UI/UX for the mobile app and automated onboarding, regularly used by 700+ clients.
Lessons
What this chapter taught
Financial-services marketing is restraint-marketing. Loud doesn't compound; quiet competence does.
UHNI clients reward thoughtful UX more than they reward feature counts. Personalised reports outperform generic dashboards by an order of magnitude.
Heatmap-led redesigns produce dramatically better outcomes than design-team-led redesigns. The data tells you what to fix.
Marketing automation in regulated finance has to be calibrated for compliance from day one. Retrofitting compliance into automation is brutally expensive.
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