YES Bank ropes in Jasneet Bachal as CMO

YES BANK announced the appointment of Anita Pai as Chief Operating Officer and Jasneet Bachal as Chief Marketing Officer of the Bank.

Jasneet Bachal is a seasoned marketing professional with over 20 years of rich experience in strategic marketing and developing solutions for different market segments across banking and media industries. Jasneet Bachal will be responsible for the overall Marketing function and will drive the brand, retail, corporate marketing and corporate communication strategy of the Bank. Jasneet will play a pivotal role in further strengthening the 'YES BANK'brand, built successfully over the last 15 years and will be instrumental in leading marketing efforts in the transformational growth phase of the Bank. She will report to the MD & CEO, YES BANK.

In her last role, Jasneet was the Head of Marketing, Products and e-Insurance at Kotak Life Insurance and was responsible for brand management, customer experience and engagement, product development and management, sales support, online business, corporate communication & CSR. Prior to that, she was with Kotak Mahindra Bank and has been associated with Kotak for over 11 years.

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Anita Pai has over 29 years of rich experience in the Banking and Financial Services sector across Retail and Corporate Operations, ATM and Branch Banking service, Customer service and Service Quality. In this critical leadership role, Anita will be responsible for Operations & Service Delivery (OSD) and Information Technology functions of the Bank.

She will be responsible for establishing a nimble operations set up, backed with best in class technology platforms to deliver superior customer experience. She will also focus on augmenting systems, controls and processes to ensure a superior operational delivery proposition to all customer segments and would be responsible for operations across the Bank. She will report to the MD & CEO,
YES BANK.

Anita joins from ICICI Bank wherein she was designated as Senior General Manager and Head of ATM Business, Branch banking Service and Phone Banking. She has close to 20 years of experience across various functions at the ICICI Group. She has also been associated with ICICI Prudential Life Insurance Company Limited and HDFC Limited.