Dubai – UAE, 1st September 2016: Leading financial institution, Mashreq, has appointed Basker Rangachari as its new Head of Marketing & Customer Experience.

With more than 29 years of diverse leadership experience across consumer banking, payments services, private equity, retail and consulting, Basker will be responsible for driving the bank’s brand and marketing strategies, customer communications, analytics and digital marketing.

Prior to joining Mashreq, Basker worked for Zafin Labs Inc., where he was the CEO Asia Pacific & Chief Transformation Officer. Over the past 29 years, he has gained experience in B2B and B2C multi-national corporations, including Standard Chartered Bank, MasterCard Worldwide and Ernst & Young. At Standard Chartered, Basker held senior consumer banking leadership roles over a 10-year career, rising up to his last role as their Global Head of Brand and Retail Marketing.

Subroto Som, Head of Retail Banking Group, Mashreq commented: “At Mashreq, we strive for the highest caliber talent to sustain our leadership position in the retail banking industry. Basker is recognized by industry peers as a creative, tech-savvy, innovative, customer-centric marketer, and we are delighted to have him on board. His appointment marks a key initiative by the bank to strengthen its management team; he is a dynamic leader whose past experience has proven his ability to manage cross-functional teams globally. We look forward to the energy Basker will bring to our brand and are excited about the business results he will drive as part of the Retail leadership team.”

Rangachari is a gold medalist and top student with several distinctions in MBA and ACCA undergraduate degrees. Throughout his career, he has won several Marketing Awards for creative leadership, digital innovation and results delivery including Digital Marketer of the Year 2013, Fifty Most Talented CMOs in Asia Pacific 2013 and CRM Director of the Year 2010.

Basker Rangachari, said: “It is exciting to join one of the most innovative retail banks in the region. Mashreq is a great institution having proved its ability to be the leading innovator in the region and delivering amazing customer experiences for the past 50 years. My aim is to build on this fantastic legacy and strive to build meaningful brand engagement with all of the bank’s external stakeholders, while building award-winning strategies with an exceptional execution.”