Finhas Jhaveri
Verified Expert in Marketing
Marketing Expert
Toronto, ON, Canada
Toptal member since July 19, 2024
Finhas is a marketing leader with 15+ years of experience building brands, driving growth, and boosting customer loyalty. He has helped businesses meet goals and deliver ROI on marketing budgets through performance, digital, eCommerce, email, direct mail, traditional, and multicultural marketing. Finhas has worked on B2B and B2B2C campaigns and has deep expertise in B2C marketing, especially in regulated industries like finance, having worked for companies like HSBC, Allstate Canada, and RBC.
Project Highlights
Expertise
- Digital Advertising
- Direct Mail
- Email Marketing
- Facebook Ads
- Google Ads
- Marketing
- Multicultural Marketing
- Paid Search
Work Experience
Media Director
Barrett and Welsh
- Launched the new brand campaign for Simplii Financial in 2023 for multicultural marketing consumers, which helped show the products that the bank could use to help drive new acquisitions.
- Launched and managed the new brand campaign for IDP Education in 2024 to drive awareness and consideration for the brand with a very targeted audience to counter a new competitor launch. Overdelivered on all campaign metrics, including conversions.
- Prepared a multicultural media training module to help Walmart Canada better target this customer base in Canada.
Director, Marketing Operations
Digital Drew SEM
- Worked with entrepreneurs and small businesses offering B2C, B2B, and SAS products and services on their performance marketing campaigns and delivering ROI on their marketing investments.
- Analyzed and optimized the customer experience on their website and landing pages.
- Recommended content updates for their websites and blogs to help drive SEO traffic.
Director, Customer Acquisition & Retention
Propel Holdings
- Drove $2.5+ million in monthly new business revenues from paid search and paid social campaigns by constantly optimizing the $12 million yearly budget to continue to deliver efficient ROI.
- Led the request for proposal, onboarding, and execution of the Salesforce Marketing Cloud automation solution, driving increased efficiency and providing a better customer experience through personalized marketing.
- Managed and continuously optimized the direct mail program, increasing the program's efficiency by 40% through test-and-learn initiatives.
- Directed the SEO and content strategy to increase domain and keyword rankings and grow revenue by over 10%.
- Oversaw relationship and marketing initiatives with affiliate partners to deliver $1+ million in monthly new business revenues.
- Increased the company brands' online reputation to 4+ by closely managing the online profiles and effectively soliciting customer reviews.
Manager, Digital Acquisition
HSBC Bank Canada
- Revamped the data management platform (DMP) segment usage on various product campaigns, decreasing the cost per marketing response from their digital advertising by over 15%.
- Developed a detailed monitoring system to track the DMP segment's performance, which fueled insights that helped determine what signals led to favorable business outcomes. This work was featured as a global case study at HSBC.
- Designed a framework to accurately measure and analyze the new business and existing bank sales.
Marketing Consultant
Alterna Savings
- Launched phase 1 of the customer onboarding journey to help new customers feel valued, maximize the usage of digital services, and enable bankers to cross-sell other products to drive long-term retention.
- Drove $200+ million in new mortgages and 2,000+ new chequing accounts for the branch network.
- Assisted the acquisition of 15 new cannabis retailer business accounts with $5+ million in deposits as part of the 2nd round of lottery winners.
Director, Digital Marketing & eCommerce
Allstate Insurance Company of Canada
- Delivered $23 million in new business revenue from paid search campaigns that exceeded forecast despite managing a flat budget and facing 15% cost inflation.
- Contributed to $6.5 million in new business revenue through a digital enablement project for the direct sales team, providing them with personalized websites, online listings on search engines, and a customer review management platform through Yext.
- Improved the user experience and set the company on the path to becoming the most trusted insurer in Canada by articulating a 3-year vision for the digital customer journey and business case to fund Agile project teams to optimize online properties.
- Increased customer retention by 1.5% and saved the company over $550,000 in costs by increasing the registration and usage of the customer portal by over 300% in two years using offline and digital channels.
- Drove $9 million in new business revenue through a direct and email marketing program targeting past sales inquiries and lapsed customers.
Program Manager, Multicultural Markets
RBC
- Led a multidepartment team of product, operations, and IT experts to launch a customized product for the Beijing market in 2.5 months.
- Managed the launch of an in-branch Canada-wide seminar series to help branches acquire newcomers to Canada as clients.
- Cultivated an alliance with the Toronto District School Board to have advice events for newcomers along with the RBC branch personnel at their locations, which helped account managers book new client appointments and candidates for recruitment.
Project History
Brand Relaunch Campaign
Launched the new brand campaign for Simplii Financial in 2023 for multicultural marketing consumers, which has helped show the products that the bank could use to help drive new acquisitions.
As the media director, I helped plan and execute the campaign for Simplii in the multicultural market in Canada. I ensured that budgets were managed and optimized efficiently and regularly to help drive results. This campaign over-delivered on the KPIs set by the client for awareness, consideration, and conversions.
New Brand Campaign
Launched and managed the new brand campaign for IDP Education in 2024 to help drive awareness and consideration for the brand.
As the media director, I led the planning and execution of this campaign. The key challenge for this client was reaching a highly specific target audience. They were also trying to counter a new competitor’s launch. The campaign over-delivered on awareness and consideration metrics and conversions.
Customer Base Expansion
Positioned the company as the top 2 for consideration in the Chinese market by developing and launching an advertising and marketing strategy and onboarding a new agency partner.
I directed digital marketing and eCommerce at Allstate Insurance Company of Canada, a member of the Allstate Corporation, one of the largest insurance organizations in the world. Since 1953, Allstate Canada has provided peace of mind and property and casualty insurance to Canadians.
ROI on Marketing
Drove $65+ million in new business revenues from paid search, paid social, SEO, direct mail, and email campaigns by constantly optimizing the $15 million yearly budget to deliver efficient ROI.
I am engaged as the Director of Customer Acquisitions at Propel, an innovative fintech that is building a new world of financial opportunity. They provide online lending powered by a proprietary AI platform to help consumers access $1+ billion in credit through their operating brands.
Education
Master of Business Administration (MBA) in Marketing
University of Pune - Pune, India
Bachelor's Degree in Chemistry
University of Pune - Pune, India
Skills
Core
Google Ads, Facebook Ads, Marketing, Digital Advertising, Email Marketing, Out-of-home (OOH) Advertising, TV Advertising, Social Media, Campaign Management, Brand Marketing, Digital Marketing, Marketing Strategy, Digital Marketing Strategy, Marketing Analytics, Go-to-market (GTM) Strategy, Lead Generation, Paid Advertising, Pay-per-Click (PPC), Google Paid Ads, Growth Hacking, Search Engine Marketing (SEM), Google SEO, Ad Campaigns, Funnel Marketing, Campaign Strategy, Performance Marketing, Marketing Leadership, Brand Strategy, Facebook Marketing, Instagram Marketing, Social Media Advertising, Search Engine Optimization (SEO), Conversion Rate Optimization (CRO), Content Marketing, Product Marketing, Marketing Technology (MarTech), B2C Marketing, Social Media Marketing (SMM), Strategic Marketing, Local SEO, Audience Targeting, Digital Marketing Best Practices, Influencer Marketing, Media Buying
Platforms & Tools
Facebook Ads Manager, Instagram Ads, Google Display & Video 360 (DV360)
Business Models
B2B, B2C, B2B2C, Business to Consumer (B2C)
Other
Advertising, Paid Search, Direct Mail, Reviews, Multicultural Marketing, Radio Advertising, eCommerce, Growth Marketing, Growth Strategy, Meta Ads, Demand Generation, Marketing Plans, Web Push Notifications, DMP, Sales Enablement, Brand Management, Chemistry, Project Management, Analytics, Reporting, Campaigns, New Products, Strategy, Business Strategy, Digital Media, Programmatic Advertising, Print Media, CTV Ads, Customer Acquisition, Cost Management, Cost-benefit Analysis, Customer Acquisition Cost (CAC), Audience Development, Online Reputation Management, Email Marketing Strategy, Vendor Management, Onboarding, Team Leadership, Team Building, Team Management, Reputation Management, Website Optimization, B2B Marketing, Localization Marketing, Content Localization, Audience Segmentation, Customer Retention, Digital Marketing Design, Global Digital Marketing Strategy, Data Analytics, Amazon DSP, Paid Media, Business Modeling
How to Work with Toptal
Toptal matches you directly with global industry experts from our network in hours—not weeks or months.
Share your needs
Choose your talent
Start your risk-free talent trial
Top talent is in high demand.
Start hiring