SBI Mutual Fund has appointed Pooja Menon Vaidya as Assistant Vice President – Digital Marketing, reinforcing its focus on digital innovation and customer engagement.
Vaidya brings over 15 years of experience in digital marketing, primarily across the BFSI sector, with expertise spanning performance marketing, content strategy, SEO, social media, marketing technology, analytics, lead generation and customer acquisition.
She joins SBI Mutual Fund from IIFL Capital Services, where she served as Associate Vice President – Digital Marketing and led initiatives across paid media, content marketing, SEO, social media, martech and partner marketing to drive brand visibility and business growth.
Prior to that, Vaidya was associated with Kotak Life, where she managed digital marketing for the online business, overseeing performance marketing, digital media planning, analytics, content marketing and lead management while contributing to online revenue growth.
She also spent time at Aditya Birla Capital, where she played a key role in the launch and rebranding of the Aditya Birla Capital brand across multiple businesses. During her tenure, she led digital marketing and website development initiatives and was recognised internally for her contributions.
Vaidya began her career in the agency ecosystem with iProspect, handling performance, social and branding campaigns for clients across various sectors.
Announcing her move, Vaidya said she is excited to begin a new chapter at SBI Mutual Fund and looks forward to creating impactful campaigns, enhancing customer experiences and driving digital innovation in the mutual fund category.