Francis Rodrigues

SVP - E-Commerce & Digital Marketing @ HDFC Life

About

Strategic and results-oriented marketing and eCommerce leader with over 20 years of cross-industry experience spanning Financial Services, FMCG, and Consumer Durables. Demonstrated expertise in leading digital marketing, performance marketing, eCommerce strategy, and customer analytics to drive scalable business growth and digital transformation. Currently serving as Senior Vice President – E-Commerce & Digital Marketing at HDFC Life, with full P&L ownership of direct-to-consumer digital channel. Proven ability to deliver high-impact marketing ROI, with RoAS improvements exceeding 50% through data-driven campaign optimization across paid search, social media, programmatic, and marketing automation channels. Adept in building and managing end-to-end digital ecosystems—including high-performance websites, mobile applications, CRM platforms, and Customer Data Platforms (CDPs)—to enhance user experience, engagement, and conversion. Strong track record in implementing enterprise-scale MarTech stacks and orchestrating full-funnel marketing strategies across brand, acquisition, and retention. Recognized for leading cross-functional teams, driving innovation, and aligning digital initiatives with strategic business objectives. Passionate about data-driven decision-making, digital acceleration, and continuous capability development in marketing and technology. Deep expertise in applying Artificial Intelligence (AI), Machine Learning (ML), and Predictive Analytics to improve marketing efficiency, customer lifetime value (CLV), and operational effectiveness. Successfully established in-house AI/ML teams and delivered models for hyper-personalization, automated underwriting, churn prediction, and customer journey optimization. Core Competencies: Digital Marketing Strategy | Performance Marketing | eCommerce | Marketing Analytics | Customer Acquisition & Retention | AI/ML Applications | Predictive Modeling | MarTech Implementation | CRM & CDP | Digital Product Management | Brand Strategy | P&L Ownership | Cross-Functional Leadership | Growth Marketing | Full-Funnel Optimization | CX & UX Enhancement | Digital Transformation | Business Intelligence | Executive Stakeholder Management

Country

India

City

Mumbai

Industry

Insurance

Skill

Polyurethane, Channel Sales Development, Automated Machine Learning (AutoML), Market Development, Adobe Target, Event Marketing, Global Transformation, Voice Biometrics, Competitive Insight, Mobile Commerce, Marketing Technology, Recycling, Revivals, Corporate Sales Management, Predictive Modeling, Pivotal CRM, Margin Analysis, Business Intelligence Tools, Customer Lifecycle Management, Marketing Automation

Experience

SVP - E-Commerce & Digital Marketing

HDFC Life

2021-10 - Present · 5 yrs

Mumbai, Maharashtra, India

Managing Online Sales Channel Digital Marketing & Performance Marketing Website & Customer mobile App CRM & CDP Implementation

SVP - Data Labs, Business Insights, Innovation

HDFC Life

2018-4 - 2021-10 · 3 yrs 7 mos

Mumbai Area, India

Setting up AI/ML practice at HDFC Life Artificial Intelligence, Predictive Modelling and Machine Learning Business Insights, Company-wide MIS, reporting and Business Forecasting Driving Innovation at HDFC Life Working with start-up ecosystem

Vice President - CRM

HDFC Life

2013-4 - 2018-3 · 5 yrs

Mumbai

Responsible for setting up CRM function at HDFC Life CRM Implementation (Lead Management, Renewals, Customer Service etc) Driving Customer 360, Customer Retention and Cross-Sell Business Development - Setting up alternate channels

AVP Strategy

HDFC Life

2010-7 - 2013-3 · 2 yrs 9 mos

• Ran the PMO for Strategic Initiatives in the organization. Partnered with external consultants (e.g., McKinsey), Identified and drove selection, cost- benefit analysis, and implementation of cross-functional strategic initiatives. • Identified opportunities and created pitch decks for strategic alliances and corporate agency tie-ups.