A 10 year veteran of the banking and finance industry, Rupa has seen the rapid digitization of the industry first hand. She has worked across banks like Standard Chartered, Citibank and HSBC where she built from the ground up a lot of their digital enablers. She also did a stint in a US based company called Lending Tree which is at the forefront of digital technology adoption for real-time performance marketing. Her current role at Standard Chartered Bank, where she heads Digital strategy and optimization across paid, owned and earned media; ensures that she’s always at the forefront of a constantly shifting social and digital landscape and puts in to place strategies that helps the bank leverage these new opportunities. She believes that optimization is the key to harnassing the true power of digital; and with the numerous technologies and methodologies available today, the ability to target and personalize marketing offerings has reached exciting new heights.