Federal Bank has appointed MVS Murthy as its Chief Marketing Officer.
He has been mandated to leverage marketing to help build scale by working on the intersection of brand communication, customer experience and technology.
The function has a horizontal play across the existing portfolio of customers and pans vertically to strengthen the bank's organic acquisition as well as inorganic growth which is powered by its strategic partnerships within the fintech and start-up ecosystem.
Prior to this, Murthy was heading – Marketing, Digital and Corporate Communication at Tata AMC.
“We are happy to welcome MVS to the Federal family. I am certain his vast experience will strengthen our brand positioning and will be an enabler in our journey from good to great.” said Ajith Kumar KK, President and Chief Human Resources Officer, Federal Bank.
Murthy is a strong CXO-level marketing-led business and entrepreneurial leader with a track-record of building and leading high growth verticals. He has vast experience across BFSI in banks, insurance, broking and mutual Funds namely Urja Communications, ICICI Bank, Edelweiss, Tata AIG and Tata Mutual Fund.