From ad hoc reporting to customer-informed investment governance across 12 markets.
Context
Wealth & Retail Banking needed a more consistent approach to understanding marketing investment, evaluating activity and connecting performance with business outcomes.
My role
Established and currently lead the global Marketing Planning & Effectiveness function at Standard Chartered, partnering with segment, product, marketing, digital sales, data, martech and finance leaders.
What I built
Integrated investment governance, customer intelligence, brand tracking, advanced analytics, campaign measurement and event evaluation.
Common standards and market frameworks balancing global consistency with local priorities and data maturity.
Monthly reporting, 12 market scorecards and more than 34 campaign-evaluation frameworks.
Quarterly strategic reviews connecting performance evidence with longer-term decisions.
Evidence of scope
Capability spanning 12 markets.
Investment decisions informed across an eight-figure annual marketing portfolio.
Global event-effectiveness framework applied across more than 35 strategic events.
Leadership contribution
Aligned diverse stakeholders around common measurement priorities and created reusable frameworks that supported market adoption.
© 2026 Shailesh Waingankar
Marketing Effectiveness & Customer Intelligence