Cherian Jacob has been appointed chief marketing officer and country head, customer experience, for Yes Bank, an Indian private sector bank. He moves in from the Institute of Mass Media, MET League of Colleges, where he was director and responsible for overall functioning in terms of administration, supervision, management and control of all aspects of the institute.
Jacob will report to founder/managing director and CEO, Yes Bank, Rana Kapoor. He will look after the marketing, branding and communications functions and also chart out a unique sales and service proposition in his capacity as country head, customer experience.
As country head, customer experience, Jacob will play an active role in evangelising the Yes customer experience across all the customer segments of the bank.
Prior to joining MET, Jacob was vice-president and marketing head of Tata Mutual Fund. He was in charge of internal communications, brand building and strategic development and execution for the Tata Asset Management Company (AMC).
During his career, Jacob has worked with several advertising agencies such as JWT (then Hindustan Thompson Associates), SSC&B Lintas, Ogilvy & Mather, and Fortune Communications. He has handled brands such as Telco, RBI, NSE, Mercedes-Benz, Citibank - NRI Business and Cadbury's. He was also marketing manager at Carona Ltd and Mattel Toys (India) Ltd.
Jacob is an AMFI certified mutual fund advisor and is currently pursuing his PhD in marketing on 'Brand Architecture Construction using the Means-End Theory of Reynolds and Gutman'. He is also a regular visiting faculty at Bajaj Institute of Management Studies, Mumbai University, IIT Mumbai, Al Ghurair Management Academy, Dubai, and Symbiosis Institute of Management in Pune and Nashik.
Besides, Jacob is co-authoring a book titled 'Strategic Creativity in Building Profitable Brands' for Tata McGraw Hill Publications.
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