SBI Mutual Fund, India’s largest asset management company, has appointed Pooja Menon Vaidya as its new Assistant Vice President (AVP) of Digital Marketing. The strategic senior-level hire comes at a time when traditional asset management firms are increasingly institutionalizing their digital customer acquisition pipelines and optimizing tech-driven investor engagement.
Vaidya, who announced the transition via a professional social media network, steps into the role to oversee the fund house's digital outreach, performance marketing, and electronic distribution strategies. The deployment of experienced leadership is aimed at scaling the fund house's online market share amid sharpening competition from tech-first distribution platforms.
BFSI Expertise
With a career spanning over 15 years, Vaidya moves to SBI Mutual Fund with a specialization in the Banking, Financial Services, and Insurance (BFSI) sector. Her technical domain expertise covers performance marketing, search engine optimization (SEO), content strategy, social media architectures, marketing technology (MarTech) integration, web analytics, and systematic lead generation infrastructure.
Prior to this appointment, Vaidya was the Associate Vice President of Digital Marketing at IIFL Capital Services. During her tenure at IIFL, the mandates executed under her supervision included driving brand visibility, paid media operations, corporate partner marketing, and proprietary business growth through structured digital channels.
Corporate Track
Her prior corporate record includes a significant tenure at Kotak Life, where she managed digital marketing operations specifically for the firm's dedicated online business vertical. In that capacity, her responsibilities were tied directly to online revenue generation, digital media planning, analytical modeling, and end-to-end consumer lead management.
Furthermore, Vaidya was an early core team member at Aditya Birla Capital, participating in the consolidated launch and subsequent rebranding exercises for the conglomerate's multi-line financial businesses. Her portfolio there involved managing website development projects and executing performance-linked customer acquisition campaigns, which garnered multiple internal corporate citations. Her career originally commenced within the digital agency ecosystem at iProspect, where she handled cross-sector performance, social media, and localized corporate branding mandates.
Leadership Perspectives
"Having spent the last 15 years in digital marketing, majorly across the BFSI sector, the decision to step into this role opens up structural opportunities," Vaidya stated regarding her appointment. "The focus will be directed toward creating high-impact compliance-aligned campaigns, refining overall customer experiences, and institutionalizing deeper digital design systems within the mutual fund operational ecosystem."
Industry analysts note that for large-scale asset management companies, hiring seasoned agency-and-corporate hybrid professionals is critical to lowering customer acquisition costs (CAC) and improving the lifetime value (LTV) of retail investors who enter through direct digital routes.
