With the vision to establish itself as the country's leading private sector banking and financial services trust mark, YES Bank on Monday announced the appointment of Yateesh Srivastava as the Chief Marketing Officer (CMO).
At YES Bank, Srivastava will be spearheading the marketing, branding and communications functions. The bank has adapted one-bank concept across all its marketing and communications functions. The marketing function at the bank will be the focal point for all communication and brand building activities in corporate and institutional banking, financial markets and investment banking etc. Srivastava and his team will also take the main lead in establishing strategic brand communication and development, product development, creating event properties, public relations, direct marketing and research, among other key responsibilities.
Prior to joining YES Bank, he was Executive Director Strategic Planning with Triton Communications and was instrumental in conceptualising the YES Bank's advertising and communications campaign. Srivastava has vast experience in advertising and market research in leading organisations like A C Nielsen, Gallup, Pathfinders and Lintas India.
Commenting on his new appointment, he said, "YES Bank is currently in the process of implementing world class systems and practices that will deliver the highest levels of customer service and experience. YES Bank brand name lends itself to exciting opportunities to allow customers to experience the differentiated values of the brand. I look forward to working with a unique, value and knowledge-based organisation that inculcates a culture of learning, innovation and team spirit. It will give me an opportunity to bring value to the communication strategies of the bank, based on the diverse and varied experience that I have charted over the years. "
Announcing this top management appointment, Rana Kapoor, Managing Director and CEO, YES Bank, said, "At YES Bank we have the ambition to build one of the finest financial brands in India. The bank plans to bring value to its customers through an integrated marketing programme to ensure the highest standards of a delightful customer experience. Yateesh's tremendous commitment and demonstrated track record of successes in areas of marketing expertise will be a major step towards fulfilling YES Bank's promise to provide 'real value' to its clients with innovative financial solutions that go beyond the traditional realm of banking."