SHIVANI OBEROI
Toronto,Canada
Summary
Digital experience and eCommerce leader with 15+ years of global experience modernizing MarTech and commerce ecosystems across industries (financial services, retail, hospitality, healthcare). Proven track record in owning enterprise Digital transformation (Adobe Experience Cloud), scaling eCommerce, and applying journey maps, personas, and VoC insights to boost customer acquisition and product sales. Combines consulting rigor (Adobe APAC) with platform ownership (TD, Max Life). Known for journey-led optimization, driving uplift across B2B and B2C commerce, and VoC-based backlog prioritization, delivering up to $40M in revenue impact and 65% CAC reduction. Brings deep strength in agile execution, cross-functional leadership, and data-driven roadmap design.
Overview
20
20
years of professional experience
Work History
Senior Manager, Enterprise Digital Strategy
TD Bank
Toronto, Canada
01.2023 - Current
- Built TD’s Digital Leadership Framework and maturity scorecard, aligned Banking, Wealth, Insurance on CX, revenue and efficiency KPIs.
- Drive strategic initiatives including Virtual Assistant, Martech transformation, Personalization at scale and Mobile Journeys.
- Managed cross-LOB forums with marketing, IT and UX to govern $60 M digital investment roadmap.
Head, Digital Strategy & Performance
Adobe
, APAC (India, Singapore, Australia)
01.2016 - 01.2022
- Led Adobe Experience Cloud (AEM, Analytics, Target) deployments for marquee clients across healthcare, financial services, and travel, delivering $40M+ in revenue impact and 65% CAC reduction.
- Designed and executed end-to-end customer journey strategies, personalization at scale programs, and performance optimization initiatives.
- Accelerated eCommerce growth and ROI through data-driven, always-on digital marketing and site optimization.
- Advised CXOs on enterprise mar tech adoption, unlocking measurable value from Adobe Experience Cloud investments.
- Developed an impact-effort prioritization model (now embedded in Adobe’s consulting playbook), improving delivery velocity by 30%.
- Built and led high-performing cross-functional consulting teams, driving adoption of agile delivery and strategic value realization from digital transformation programs.
VP, Digital & CX Transformation
Max Life Insurance
Delhi NCR, India
01.2012 - 01.2016
- Led enterprise-wide digital transformation to accelerate business growth and elevate digital maturity across the portfolio.
- Migrated legacy CMS to AEM; launched quote-to-buy journey, cutting purchase time 60%.
- Scaled digital sales 100x and reduced cost-to-serve 55% through omnichannel redesign and self-service portals.
- Deployed Adobe Experience Cloud & Salesforce CRM integration enabling real-time personalization and analytics.
- Created a brand-new term-life eCommerce experience, a first for the organization, unlocking over $5M in revenue in six months.
- Orchestrated agile delivery across internal teams and vendors; aligned MarTech, IT, and business to deliver unified customer experiences.
Digital Marketing & Product Roles
Early Career
01.2006 - 01.2011
- Led end-to-end digital marketing (creative and media) and early-stage digital product development, building foundational expertise across content, campaigns, and platform innovation.
Education
Digital Product Strategy and Management
Northwestern Kellogg School of Management
United States of AmericaMaster of Computer Application -
Himalayan University
IndiaPost Graduate Diploma in Business Management - Marketing Management
Symbiosis School of Management Studies
IndiaBachelor Business Management -
Delhi University
IndiaSkills
- Digital Experience Strategy & Execution
- ECommerce Optimization & Revenue Growth
- Adobe Experience Cloud (Adobe Experience Managed, Analytics, Target, AEP), Sales Force, Jira, Tableau
- Journey Mapping, Personas, Voice of Customer (VOC)
- Cross-functional Leadership & Agile (SAFe)
- Data-driven Roadmap Prioritization & OKRs
- Global Team Management & Stakeholder Engagement
Websites
Timeline
Senior Manager, Enterprise Digital Strategy
TD Bank
01.2023 - Current
Head, Digital Strategy & Performance
Adobe
01.2016 - 01.2022
VP, Digital & CX Transformation
Max Life Insurance
01.2012 - 01.2016
Digital Marketing & Product Roles
Early Career
01.2006 - 01.2011
Digital Product Strategy and Management
Northwestern Kellogg School of Management
Master of Computer Application -
Himalayan University
Post Graduate Diploma in Business Management - Marketing Management
Symbiosis School of Management Studies
Bachelor Business Management -
Delhi University
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