Leadership | Direxions

Our People

Board of Directors
Executive Committee

		Leena Basrur Non-executive Chairman
As one of the earliest and most experienced loyalty practitioners in India, Leena has created successful customer strategies for many of India's leading brands Previously, Leena was Executive Chairman and is currently non-Executive Chairman of Direxions Marketing Solutions Pvt Ltd. She has a post-graduate degree in Statistics from the University of Bombay and is a founding member of the Indian Confederation of Direct Marketers. Leena has been a judge at Cannes Lions in the Direct Category and is also Vice-Chairman of the Interdirect Network of Independent Direct Marketing agencies, with members in over 30 countries. She is also an avid collector of Indian art and loves a game of squash.

		Bryan A. Pearson President and Chief Executive Officer, LoyaltyOne / Director
With more than two decades of experience in developing meaningful customer relationships for some of the world's leading companies, Bryan Pearson is an internationally recognized authority on enterprise loyalty and coalition marketing. As President of LoyaltyOne, a pioneer in loyalty strategies and measured marketing, he heads six global enterprises, leveraging the knowledge of 115 million customer relationships to create relevant communications and enhanced shopper experiences Bryan supports a number of community and charitable groups including the Toronto French School and Kids Help Phone, and he is a Board Member of the Special Olympics Canada Foundation.

		Caroline Papadatos Senior Vice President, LoyaltyOne/ Director, Direxions
Caroline is a senior loyalty leader with deep expertise in customer management, marketing, CRM and brand. On the Executive Committee of LoyaltyOne, she leads global alliances and key loyalty partnerships outside North America. In past roles she has been CMO of the Air Miles Reward Program, CMO of Rogers Communications and Chief Knowledge Officer at LoyaltyOne. She has managed COLLOQUY, a U.S. based loyalty knowledge practice and is a recognized leader and frequent industry speaker on loyalty and international marketing. Caroline is Board Member for The Verde Group, a customer strategy research company and Senior Advisor to several new ventures in marketing services, social media and loyalty management. Caroline was formerly a Board Member for Ronald McDonald House, the Canadian Marketing Association, the Rogers Women's Network and chaired the Women Make Your Mark Conference.

		Sandeep Mittal Managing Director, Cartesian Consulting/ Director
Sandeep did his MBA from IIM Calcutta in the year 2000 and immediately set up his own firm, Icicle Consultancy, an IT consulting and solutions firm. He joined DIREM Mumbai in August 2002 in business development then went on to head the Data Analytics division. Sandeep rocks! He plays the guitar, composes, sings and runs a website for Indian rock music- http://www.gigpad.com

		Brian Almeida Managing Director
Having done his MBA from Jamnalal Bajaj Institute of Management Studies, Brian began his career with Pertech Computers and in 1992 joined DIREM Mumbai as an Account Manager, quickly growing to the position of a Director, leading the Marketing and Sales team at DIREM Mumbai. Today Brian functions as a Group Managing Director at Direxions, He is a Fellow of IDM and a certified Digital Marketer. He is driven by his passion for Formula One racing, and is an Arsenal fan.

		Brian Almeida Managing Director
Brian Almeida leads Direxions in developing meaningful customer relationships for some of India's most preferred brands. As Group Managing Director, Brian designs new business opportunities for Direxions to engage with new and existing clients. Inspired by the challenges that the Indian market has to offer, Brian relishes the opportunity to establish and consolidate new strategic partnerships, while building long-term value for all stakeholders. Brian is responsible for advancing business development and overseeing performance and strategic growth initiatives for Direxions' national accounts, including various leading brands.

		Sandeep Mittal Managing Director, Cartesian Consulting
As Managing Director of Cartesian Consulting Pvt. Ltd., Sandeep is responsible for the company's overall strategic and operational management, as well its relationships with clients and customers. Drawing on his extensive experience in customer loyalty marketing and advanced analytics, he has worked with leading retail brands in India and abroad to implement world-class customer management strategies. Sandeep's team at Cartesian develops solutions that are rooted in deep consumer insights and custom-tailored to create new economic opportunities. Sandeep leads his team in the broad portfolio of marketing services, ranging from strategy and analytics to loyalty, customer data integration and campaign management.

		N. Ram Chief Operating Officer
Ram is a Loyalty Marketing expert with close to three decades of experience in brand building, direct marketing and one-to-one marketing. An alumnus of Indian Institute of Management, Bangalore and Indian Institute of Technology, Madras, Ram has been associated with FCB Ulka, SurfGold and Accentiv. In his spare time, Ram enjoys solving Sudoku puzzles, reading PG Wodehouse and is a published short story writer.

		Chetan Borkar Chief Financial Officer
Chetan took over as Chief Financial Officer of the Direxions Group in September 2008 taking over the challenging role of heading the finance and legal aspects of the business. He is a Chartered Accountant and has a work experience of 15 years in this field having spearheaded the finance function for the Mumbai offices of Mudra Communications and McCann Erickson. During his stint at McCann he ensured SOX compliance for the Mumbai operations. Chetan is an ardent follower of the Art of Living and is a jovial and energetic personality.

		Rajat Sethi Executive Director
Rajat is one of the pioneers in the Direct Marketing Industry and has successfully led and managed several global companies in India such as Wunderman Y&R, McCann Relationship Marketing, Reader's Digest and Dentsu Marcom. A management graduate with an Advanced Management Program from Harvard Business School, Rajat has been felicitated as one of the leaders in Asia-Pacific in his field by Media Magazine, Hongkong. He has also been a Juror at Cannes for the Lions Direct and a Juror and Ambassador for the International Echo Awards. When not at work, Rajat enjoys spending his time on nature photography and golf.

		B Sriram Executive Director – Healthcare
Sriram is an expert in the field of healthcare with close to 25 years of experience in the business. In the past, he has risen from a Product executive at Rhone Poulenc to Director Marketing at Sanofi. His journey has seen him hold various strategic management positions, set up divisions and head Ranbaxy's sales and marketing operations in China, as well as their Strategic Marketing cell. He is an avid basketball player who has captained his College Team and represented Mumbai University in the past. Sriram keeps fit with a good game of basketball on the weekends.

About Us

Direxions Marketing Solutions Pvt Ltd is an ISO certified loyalty marketing and direct marketing agency with offices in Mumbai, Kolkata, Delhi, Bangalore and USA.

Our Quality Policy

Quality Policy Statement	Explanation
Direxions is in the business of providing marketing services to our clients, in order that they, in turn, build profitable relationships with their customers.	The scope of our business is relationship marketing, direct marketing, loyalty marketing and all related services. (However we see ourselves mainly as "intermediaries" rather than "principals", a creator of solutions and a vendor of services rather than tangible products.)