Devyani Mehta
New York,NY
Summary
Seasoned, results-driven Marketing professional with 15 years of proven success in developing, implementing and optimizing Product Messaging and Creative strategy driven by customer insights, business needs and strategic purpose.
Specialties: Cross-functional collaboration, product marketing, creative development, customer-centered design and storytelling, message performance and optimization.
Overview
25
25
years of professional experience
Work History
Head of Content Strategy, Web & Mobile
Citigroup Inc
NEW YORK, NY
07.2021 - Current
- Led Content Strategy and Development, Experience design and Content development for My Financial Focus across web & mobile, that drove 10X customer engagement during its MVP stage and increased traffic, from 6k monthly users to 200k.
- Drove increased digital engagement (more logins, website visits) by growing & optimizing content featured in My Financial Focus.
- Created an overarching content strategy by establishing a structured content management process, content calendar and roadmap: including targeting, setting clear KPIs and performance tracking, rigorous testing to refine and optimize content based on insights.
- Led a team of 3 across Content Development and Creative to craft storytelling and develop compelling, differentiated and valuable content, in channel specific formats, based on key business objectives and customer needs.
- Rolled out new content in production with 90+ new articles, exceeding goals by 150%
- Developed new content, repurposed and adapted existing content to optimize marketing spend while delivering the right value to customers.
Head of Personalization & Creative Strategy
Citigroup Inc
NEW YORK, NY
09.2018 - 06.2021
- Spearheaded Strategy and development for a series of personalized video messages on online, to drive higher engagement and digital payment adoption. The campaigns drove exceptional results delivering a 5X increase in online payment adoption and 54% reduction in agent engagement.
- Synthesized business needs, customer insights and payment behaviors into a cohesive, actionable and personalized messaging strategy - that included storytelling, look and feel, creating target personas, optimizing video content, enabling data for personalization and Tracking and Performance measurement.
- Collaborated cross-functionally across multiple internal stakeholders (Payment journey owners, Product managers, Branding, Tech enablement, Control and Compliance) and external partners (Creative agency, Personalized video developer) to facilitate and ensure seamless execution.
- Conceptualized & delivered six of "Moment of Truth" marketing campaigns targeting customers with contextually relevant, timely messages. These collectively resulted in an increased Digital Engagement Index, and ~33% Take rate.
- Drawing from deep customer behavioral and product-journey insights, the messages were thoughtfully tailored to target specific in-the-moment needs to drive engagement and the next best action.
VP, Digital Offers & Personalization
Citigroup Inc
New York, NY
02.2016 - 08.2018
- Led Experience Redesign & Relaunch for Product & Offers Hub, based on deep customer insights, customer driven offer prioritization, Holistic and contextual personalization that included - creating action hierarchies, communicating in customers' preferred channel & tonality, at the right time. that doubled the post-login conversions, delivering ~$9MM in incremental revenue from contextual marketing offers and a three-fold increase in content engagement.
- Enhanced & Optimized offer content to meet the micro-needs of customers that aligned with customers' needs, journey stage, key life-moments, addressed road-blocks, by transitioning from product based personalization to individualized personalization.
- Collaborated cross-functionally across product teams, branding, design, enablement and compliance to bring the new experience to life.
- Delivered an enhanced, user-centric design and a simplified and intuitive navigation that served as a one-stop destination for customers to easily access and engage with personalized products and offers.
- The redesigned Product & Offers Hub experience drove higher traffic, allowing for seamless and intuitive navigation, creating prominence for key business priorities and a net positive Digital Engagement Index.
VP - Consumer Marketing, Lending Products
Citigroup Inc
Long Island City, NY
01.2014 - 01.2016
- Conceptualized and delivered end-to-end national marketing campaigns, to drive profitable growth of Consumer credit products (home equity, personal lines and loans) and Small Business credit through branch tactics, traditional direct marketing, phone and online channels while ensuring an enhanced customer experience
- Drove incremental revenue through innovative cross sell and utilization marketing initiatives, branch traffic builders, and sales initiatives across the retail bank to help meet and exceed the 2014 goal by 18% and 2015 goal by 35%.
- Provided strategic direction on communication and creative development, leveraging product research and market insights to drive relevant engagement
- Collaborated with multiple stakeholders and internal business partners to understand key gaps, build in steps to drive consistency across channels.
- Took ownership and managed programs during the Lending team leader transition - demonstrating accountability and willingness to lean into unfamiliar areas of campaign management and ensure seamless & on- time delivery of all lending projects.
Digital Marketing Consultant
AUDIBLE, An AMAZON Company
Newark, NJ
08.2013 - 12.2013
- Supported the development of 2014 engagement strategy
- Developed a 360 retention focused email and online communication to drive incremental usage among existing members and new account acquisition
- Drove the seasonal “holiday” themed email engagement tactics to drive traffic to the website
- Conceptualized and executed a thanksgiving and black friday sale focused digital initiative to increase revenue per member through exciting and relevant content suggestions
- Analyzed web analytics data to identify trends in user behavior, optimize content performance, and inform future strategy decisions.
Senior Manager, Digital Strategy
AMERICAN EXPRESS
New York, NY
02.2011 - 06.2012
- Built and led digital marketing strategy for Mid-market US Corporate Card clients to drive engagement, product adoption, spend stimulation and nurture clients through the product life-cycle.
- Leveraged deep understanding of customer needs to develop and execute digital engagement strategy and campaigns that resulted in portfolio growth of over 75% of goal and reversed attrition rate by approximately 10%.
- Analyzed campaign metrics and data to identify key trends, evaluate message impact, optimize test offers and segmentation parameters. Collaborated with internal stakeholders and Creative agency partners to develop tailored messages and digital assets.
- Led the content strategy and development of the Quarterly Digital Newsletter (Evolution of the existing Print version) that served as a valuable tool to engage, educate and reinforce value to clients.
- Managed the complete redesign and relaunch of the client e-newsletter to articulate the commitment to providing an enhanced client experience and showcasing relevant content
- Led two analysts to manage the communications channel
Marketing Research Manager
AMERICAN EXPRESS
New York, NY
09.2010 - 02.2011
- Project lead for card-member study conducted globally across a base of 5MN cardmembers
- Led discussions with products teams to capture key themes relevant for shaping product offerings
- Assessed customer behavior (Awareness, Usage, Spend, Satisfaction and Engagement) to capture it in key questions, influence methodology and accurately interpret insights
- Designed research protocols to assess product performance in key markets globally.
- Interpreted survey results and provided business lens on analysis
Co-Founder
Markid, Inc.
New York, NY
01.2020 - Current
- Oversaw development of key social and direct marketing tactics that drove a 30% monthly growth in new users leading to 100K engaged users on a bootstrapped budget.
- Developed the brand playbook and content strategy to inform Markids’ social and email outreach programs, resulting in 2X increase in followers on Instagram in one year
- Collaborated with the CMO think through leveraging organic content generated on the platform for engagement
- Grew sales to $1M Annualized Runrate.
- Built the digital campaign and vidoe assets for the launch of a crowdfunding campaign resulting in a $500K fundraise.
- Leveraged the community to scale Brand partnerships and built proprietary tech to connect brands to the platform
MBA Consultant
NBC UNIVERSAL
New York, USA
05.2009 - 10.2009
- Created case studies on behalf of NBC's advertisers to enable the Ad-sales team to effec- tively showcase value
- Evaluated on-line marketing budgets against overall client revenues to identify key growth opportunities
Intern
A&E NETWORKS
New York, NY
06.2008 - 09.2008
- Developed Case Studies - Post campaign analysis for History's premiere shows - Ax-Men & Ice Road Truckers
- Evaluated effectiveness of campaigns - Presented recommendations for future initiatives
Senior Executive
NEWS CORPORATION
New Delhi, India
06.1999 - 01.2004
- Led a team of three executives - Responsible for business development and client ac- count management for National Geographic Channel, STAR Movies & STAR World.
- Collaborated with internal business units to conceptualize & implement tailored advertising solutions.
- Achieved revenue of USD 5.5 million in 2002-2003, exceeding annual sales target by 27%.
- Grew client portfolio by 30% in 2002 – 2003, by acquiring new clients and leveraging existing relationship.
Education
MBA - Marketing
Fordham Graduate School of Business
Bachelor of Arts - Sociology
University of Punjab India
Timeline
Head of Content Strategy, Web & Mobile
Citigroup Inc
07.2021 - Current
Co-Founder
Markid, Inc.
01.2020 - Current
Head of Personalization & Creative Strategy
Citigroup Inc
09.2018 - 06.2021
VP, Digital Offers & Personalization
Citigroup Inc
02.2016 - 08.2018
VP - Consumer Marketing, Lending Products
Citigroup Inc
01.2014 - 01.2016
Digital Marketing Consultant
AUDIBLE, An AMAZON Company
08.2013 - 12.2013
Senior Manager, Digital Strategy
AMERICAN EXPRESS
02.2011 - 06.2012
Marketing Research Manager
AMERICAN EXPRESS
09.2010 - 02.2011
MBA Consultant
NBC UNIVERSAL
05.2009 - 10.2009
Intern
A&E NETWORKS
06.2008 - 09.2008
Senior Executive
NEWS CORPORATION
06.1999 - 01.2004
MBA - Marketing
Fordham Graduate School of Business
Bachelor of Arts - Sociology
University of Punjab India