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VFS Global brings Belson Coutinho on board as Chief Marketing Officer

Coutinho’s core responsibilities include marketing and branding, customer service, quality and information services. His last stint was with Jet Airways

Belson Coutinho

Belson Coutinho has joined VFS Global as Chief Marketing Officer and will be responsible for driving the company’s global marketing and branding strategy across its vast network of 147 countries spanning five continents. He joins the management team to support the organisation's growth and business plans and will manage overall customer service, quality, information services and loyalty in his role.

Prior to VFS Global, Coutinho was Sr. Vice-President at Jet Airways, heading the airline’s global marketing, digital, social media, eCommerce, loyalty and voice of guest strategy.

A highly experienced marketer, Coutinho has been instrumental in setting up and managing Jet Airways' global marketing, digital, social media, eCommerce and voice of guest strategy and pioneered various innovative industry-first initiatives in the global aviation industry.

With the continuous increase in visa applicants at VFS Global Visa Application Centres globally, the company is in the process of further extending its customer service to applicants — consolidating various support aspects of customer care across all online and offline touch-points, information services for applicants and quality management — to offer a holistic and fully integrated customer experience for applicants and for the company’s client governments. As part of his responsibilities, Coutinho will lead these efforts, in addition to leading the marketing and branding function.

Zubin Karkaria, CEO, VFS Global Group, said, "We are pleased to have Belson join VFS Global as our Chief Marketing Officer. He brings a unique combination of experience in marketing, loyalty and customer care with a strong focus on leveraging technology. With his background and expertise in the field, we look forward to having Belson further strengthen VFS Global’s brand in global markets and enhance overall customer experience."

Coutinho said, “VFS Global is the pioneer in visa, passport, identity management and citizen services for client governments and I am delighted to be a part of VFS Global. Building a strong consumer brand and enhanced customer experience will be my key focus and I am excited to leverage my experience across various mediums and markets globally. I look forward to collaborate with our partners, stakeholders and our highly committed and talented colleagues to play an integral role in further enhancing VFS Global’s brand and business globally.”

VFS Global is a leading outsourcing and technology services specialist for governments and diplomatic missions worldwide.

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