Tanmaykumar Shah Shares What It Takes to Lead Marketing Tech

Hi, I'm Tanmaykumar Shah. I'm currently serving as Vice President - Marketing Analytics Manager at JPMorgan Chase, where I’ve spent over a decade building innovative, data-driven marketing strategies. My background combines marketing technology, analytics, and leadership across financial services and FinTech. I specialized in transforming traditional marketing practices into scalable, automated ecosystems that drive customer engagement, operational efficiency, and revenue growth.

The motivation stemmed from a passion for redefining customer experience through personalization and digital innovation. At JPMorgan Chase, our mission is to empower customers with transparent, user-first solutions. My work on the Buy Now, Pay Later (BNPL) marketing framework and Credit Journey personalization aligned with this goal by making complex financial products more accessible and relevant through data and technology.

The award-winning innovation combined data-driven customer segmentation, automation, and omnichannel personalization using platforms like Salesforce Marketing Cloud and CDP Segment. We embedded dynamic deep links into emails and leveraged real-time triggers to boost engagement. This wasn't just about campaigns - it was a fully integrated system overhaul, allowing us to scale tailored experiences to millions.

I led cross-functional teams across the U.S. and offshore, driving strategy from ideation to execution. My background in SAS, SQL, and cloud migration helped automate data workflows, while my leadership ensured that stakeholders across analytics, tech, and creative were aligned. I also championed a customer-first mindset, which guided all decision-making.

It solves the challenge of impersonal, static marketing by enabling real-time, relevant messaging tailored to a user’s financial behavior. Previously, campaigns were manually built with static lists. Now, with automation and personalization at the core, we’ve increased conversion rates, reduced execution time, and enhanced customer satisfaction.

What sets it apart is the end-to-end integration of data, cloud, and campaign platforms with a focus on real-time personalization. From automated customer segmentation to embedded deep links and data driven targeting, every touchpoint was optimized for precision and scale. It wasn't just a feature - it was a reimagined customer journey.

This achievement was possible because of the incredible collaboration within JPMorgan Chase. Our team of analysts, developers, and marketers embraced the vision wholeheartedly. Senior leadership provided the support needed for tech migrations, while our cloud and CDP teams played a critical role in bringing the personalization engine to life.

One of the biggest challenges with both Credit Journey and the Buy Now, Pay Later (BNPL) marketing initiatives was transitioning from legacy systems and manual processes to automated, real-time frameworks - without disrupting ongoing operations.

For Credit Journey, building a new segmentation engine meant untangling outdated list-based logic and replacing it with a dynamic, data-driven targeting model. This required not only deep technical expertise in SAS, SQL, and Snowflake but also a strong strategic understanding of customer behavior and marketing objectives.

For BNPL, launching personalized trigger-based campaigns at scale brought its own complexities - ranging from integrating deep links into emails to ensuring compliance and secure handling of customer data. My background in marketing analytics and campaign automation allowed me to bridge the gap between tech and business, leading cross-functional teams to align on goals, troubleshoot issues in real time, and deliver seamless execution across platforms.

I hope it sets a new standard for customer-centricity in financial services. By combining technology with empathy, we can build trust, simplify complex products, and improve financial literacy. I believe this approach can inspire similar transformations across industries that have traditionally struggled with digital engagement.

This award is a validation of my belief that innovation is not just about tools - it's about transforming how people connect with products and services. It reinforces the importance of personalization, agility, and ethical data use in shaping the future of customer engagement.

Aside from technology migration hurdles, another challenge was ensuring data security and compliance while enhancing personalization. We addressed this by building a secure PII-compliant architecture, partnering closely with risk and governance teams, and continuously testing data flows for accuracy.

I believe it will pave the way for hyper-personalized financial ecosystems, where customers receive guidance and product offerings based on their real-time needs and behaviors. As CDPs, AI, and cloud computing mature, this model will become the industry norm rather than the exception.

I’m particularly excited by the convergence of AI with customer data platforms. The ability to predict intent, optimize journeys in real-time, and provide financial coaching through digital experiences is a game-changer. These technologies push us to rethink every aspect of marketing - from messaging to media buying.

Don’t wait for perfection - start testing early, learn fast, and adapt. Bring together diverse perspectives and stay rooted in customer needs. Innovation thrives when you balance creativity with data, and vision with execution. And above all, stay curious - curiosity is the seed of every breakthrough.