Jayadeep Karanam

For the Apollo SBI credit card project, I focused on identifying key target segments through market research. These included frequent healthcare spenders—individuals with hospital visits, pharmacy purchases, and diagnostic tests—insurance-conscious customers seeking additional medical benefits, as well as salaried professionals and self-employed individuals with healthcare needs.

I positioned the credit card by emphasizing its healthcare-focused benefits, such as discounts on Apollo Hospitals services, free health check-ups, and accelerated rewards for medical expenditures. To drive sales, I developed a distribution strategy that included deploying direct sales agents (DSA) and feet-on-street (FOS) teams at Apollo Hospitals, pharmacies, and diagnostic centers for on-the-ground promotions.

In terms of marketing, I set up promotional kiosks at Apollo Hospitals and pharmacies to offer instant card approvals, further enhancing brand loyalty through healthcare-centric rewards and exclusive Apollo benefits. This comprehensive approach successfully aligned the Apollo SBI credit card with customer healthcare needs, paving the way for strong market engagement and growth.

As part of the credit card sales executive team, I drove significant improvements in overdue recoveries through strategic follow-ups and proactive customer engagement. By consistently addressing delinquency rates, I reduced them while ensuring customers stayed engaged with the repayment process. I consistently exceeded monthly collection targets, significantly boosting the overall portfolio health.

In addition, I worked to enhance customer retention by developing tailored repayment plans that suited individual needs. My team's efforts were recognized for achieving the highest recovery rates, earning us recognition as the best-performing collections team.

As part of the credit card sales team, I spearheaded cross-selling initiatives that significantly boosted product enrollments. By offering bundled deals, we converted 30% of credit card customers into new savings account holders. Additionally, we integrated policy benefits with credit card privileges, resulting in a 25% increase in general insurance sales. We also leveraged high-net-worth cardholders to drive a 20% rise in term deposit enrollments.

Using customer spending insights, we strategically offered relevant financial products, further enhancing wallet share. As a result, we consistently exceeded cross-sell targets, strengthening customer relationships and portfolio growth.