Avi Ghosh

• Conducted market research to define marketing strategy for each of the three exchanges under my responsibility to meet changing market and competitive conditions.
• Analyzed ratings and features of competitors to define direction and evaluate effectiveness of marketing strategies.
• Developed and implemented B2B marketing strategy and overall communication plans to produce long-term client partnerships.
• Oversaw and led brand marketing programs to optimize user product experience.
• Developed strategies to incorporate PR and media to further enhance brand and build market share.
• Increased market awareness and penetration through development of creative collateral.
• Utilized detailed market research and Artificial Intelligence (AI) to identify specific population demographics and lifestyle data for future target markets.
• The result. The Swiss Stock Exchange enjoys the highest market-share among all European regulated national exchanges versus its peers.

• Launched World's first Digital Market Infrastructure - SIX Digital Exchange (SDX). SDX is World's first Distributed Ledger Technology (DLT) based securities trading, settlement and real-time custody platform (June 2018)
• Co-owned by some of Switzerland's biggest banks (UBS, ZKB, Vontobel...)
• Result: Global coverage across leading traditional financial press and media, as well as across social media and finance industry (over 3 million impressions)
• Launched World's first digital bond offering (CHF 300 million)
• Developed full value proposition, brand messaging, identity and creative collateral (web, digital and physical)
• Managed branding campaigns and event marketing initiatives in print, video, web and social media.
• Conducted and evaluated regular market research to adjust marketing strategy as appropriate
• The result. The SIX Digital Exchange launch is still the most successful launch in SIX history. The initial announcement reached over 3 million impressions with pick up across global Tier 1 & Tier 2 press.

• Conducted market research with existing clients and industry experts to understand specific challenges of the Spanish Stock Exchange
• Redefined and refined value proposition for the exchange
• Adjusted marketing strategy to meet changing market and competitive conditions based on feedback.
• Developed and implemented B2B marketing strategy and overall communication.
• Completely overhauled and revamped website to make it more user-friendly and modern
• Developed strategies to incorporate PR and media to further enhance brand and build market share.

Managed a global team of marketing communications experts, advertising agencies, event agencies as well as print/production and web experts:

• Developed worldwide marketing communications strategies for the company’s clearing, settlement and custody services, its software products and its specialized client services.
• Redefined value proposition, messaging and brand personality.
• Revamped brand from renaming to repositioning and relaunch.
• Managed subsequent brand strategy and research projects.
• Acted as consultant/partner to all branches of the organisation – including CEO – on public relations, press relations, market problem analysis, brand and product positioning, communications strategy, implementation and post-communication impact assessment
• The result. SIX Securities Services name recognition and service recognition rose to 7 years of consecutive top industry survey ratings (Global Custodian Magazine)

Founded my own Brand Strategy & Design Thinking agency.

• Led new business development and relationship management functions.
• Carried out research to define target opportunities.
• Leveraged existing and new networks to establish 'First Contact'.
• Working with clients, I defined and developed full marketing and creative strategies to ensure that business objectives were met.
• Ran regular 'Impact & Course Correction' research to assess measurable results and to recalibrate as appropriate.
• Developed strong partnerships with client businesses to allow for collaboration and more significant mutual opportunities for growth.
• Created organization's mission and vision statements for use by employees.
• Secured sufficient funds to cover business obligations by tracking expenses and budgeting accurately.
• Established and maintained strong relationships with customers, vendors and strategic partners.
• Prepared annual budgets with controls to prevent overages.
• Cultivated culture of creativity, innovation and collaboration.
• The result. Grew billing to average EUR 500,000 per year from zero.

2005 to 2008.
SWIFT, Belgium - Head Securities Marketing & Communications and Business Development for India, Middle East, Brazil, Russia, Eastern Europe & Africa.

Developed and delivered a comprehensive brand and communications
strategy for SWIFT’s developing markets – the ‘BRIMEA’ [Brazil, Russia, India, Middle East, Africa] countries. This included researching and writing business plans with specifics on where the organisation needed to concentrate its energies. As well as oversee final implementation through understanding products, markets and key players involved.

The result. Brand recognition of SWIFT increased significantly (spontaneous recall among target audiences in Africa, India, Middle East grew to 85% over 3 years. Traffic growth, though slow initially, began to increase sustainably in 2008.
 
1993 to 2004.
Manager Securities Marketing Communications.

Managed a global team of marketing communications experts, advertising agencies, event agencies as well as print/production and web experts to:

• Develop worldwide marketing communications strategies for the company’s financial messaging network, software products and specialised applications
• Implement the above agreed strategies
• Manage brand strategy and research projects
• Establish the brand value and the brand identity principles
• Drive home this strategy in a visual, creative and credible way
• Consult to all branches of the organisation – including CEO – on public relations, press relations, market problem analysis, brand and product positioning, communications strategy, implementation and post communication impact assessment
• Establish the theme, structure, timing, planning, promotional programme, positioning and environments for Sibos (SWIFT’s annual international
customer event). With over 8,000 participants, 200 vendors and 150 speakers. It is the world’s biggest single financial technology conference and exhibition.

The result. Growth in the securities segment from 2% of global revenue in 1993 to 54% in 10 years.

Established new branch for McCann-Erickson in India.

• Selected, recruited and trained team of creative talent

• Created and managed advertising quality and established creative standards

• Developed new business including work on (among others) heavy industry, financial services casual apparel, FMCGs, consumer durables, luxury goods, cars and newspapers

The result. Established industry-wide visibility for the agency

• Creative director of the Year

• Campaign of the Year: 1991

• Agency of the Year: 1992

• Grew to third biggest agency in the region

Headed a team of creative writers and art directors on a group of key agency accounts.

• This included: brand planning and strategy for these accounts, creative direction to the team, copywriting, scriptwriting (commercials and training videos), visualisation and the selling of ideas to colleagues and clients alike. Worked on pitches and campaigns (press and TV) in India and London.
• Handled client communications and led meetings, providing clear direction and consistent updates on design progress.

Learned how to write under pressure for news, business, music, art, literature, theatre and human interest audiences.

• Wrote, edited and produced stories for print (pre-Internet)
• Researched and gathered information to develop accurate and credible stories.
• Wrote and published articles for Bombay's leading magazines.
• Developed story ideas and conducted interviews with industry experts and celebrities.

• Awarded Best Director Bombay University (1983 & 1984)
• Awarded Best Actor Bombay University (1984)
• Awarded Best Actor & Director Elphinstone College 1983