Sep 2024 – Present · 1 yr 8 mos · Gurugram, Haryana, India · Hybrid

• I have been associated with Samarth for many years and have recently accepted this position to provide more structured time to help co-develop marketing strategy for current and future idea in the area of eldercare & active ageing. This includes areas like brand refresh, PR & Communications, Go-to-Market for new geriatric healthcare pilot clinic.
• I find this work quite invigorating and feel enthused to see how this can create & enhance impact

Jul 2024 – Jul 2025 · 1 yr · New Delhi, Delhi, India · Hybrid

• In the role of Strategic Advisor, I contribute in the following areas:
• 1. Independent inputs on the Project on brand refresh to establish clarity on the brand roadmap and partnerships required for delivery on the same.
• 2. Act as a member of the Board Priority Sub Committees on Marcoms and as a part of that I provide support with (i) inputs to help meet fundraising and branding goals (ii) regular reviews to track progress against goals

Jun 2023 – Present · 2 yrs 11 mos · New Delhi, Delhi, India · Hybrid

• My charter is to establish Lentra as the most preferred provider for digital lending Saas solution to top Banks and NBFCs. I am helping build a global quality brand, product marketing and demand engine to power growth aspiration of the company over next 4 years

Mar 2020 – Apr 2021 · 1 yr 1 mo · India

• Co-Conceptualized and operationalized DefeatCovid as an initiative by a volunteer team of senior professionals who sought to pool in their experience and network to help the country defeat the Covid-19 challenge.
• We helped a number of state governments and central ministries in thinking through and implementing strategies to tackle Covid crisis
• Our focus was towards integration of digital tools and platforms to build capacity and relieve bottlenecks. We aimed to develop digitally enabled solutions that helped leapfrog limited physical capacity- by leveraging bottleneck resources, upskilling volunteers and using digital tools and analytics to run a large distributed emergency response operation .
• Help stem/ slow down COVID-19 is spreading exponentially and reducing mortality rate
• Go beyond stretched Government resources, and mobilize corporate support
• Harness the resources outside the government (civil society, volunteers) to handle the pandemic

Oct 2019 – Dec 2024 · 5 yrs 2 mos · Singapore · Remote

• I share my experience & learnings from years of professional & industry expertise via podcasts, power reads, events through Tigerhall, Tigerhall is a knowledge-sharing platform that helps young professionals in ASEAN learn experientially from experienced business practitioners.

Aug 2018 – Feb 2023 · 4 yrs 6 mos · Greater Delhi Area

• I joined this exciting opportunity as marketing employee#1 for the region . I have greatly enjoyed assembling a talented team to build a strong marketing function to develop an enviable brand and a robust demand engine. The team works across multiple stakeholders externally & internally across boundaries, consistently delivering POI & outcomes. Seen as an exemplar, the team has been recognized for their contribution & excellence as one of the best within the organization and by industry – Forrester Sirius Decisions Annual ROI Honours 2020, The Economic Times Most Innovative Tech Marketer Award and VAR India CMO of the Year are some of the recognitions in this short period.
• The team stepped up to orchestrate a cross-functional Crisis management Team during Covid, besides adapting marketing approach to new situation in a very agile manner- this was called out and quoted at several industry/marketing forums.

Mar 2018 – Sep 2021 · 3 yrs 6 mos · Singapore

• I co-founded this knowledge start-up in Singapore - it was focused on helping mid-senior professionals re-evaluate their career strategies in an environment of intense change today and communicate their core value proposition using professional social media platforms.
• Senior Executive leadership coaches supported subscribers discover their strengths and craft a personal brand. Seasoned social media experts enabled them to express themselves, develop networks , share their content and build engagement , which grew their influence & impact to lead to their next professional opportunity

Apr 2016 – Mar 2018 · 1 yr 11 mos

• Took on a newly crafted role to drive transformation of marketing from traditional to digital across the portfolio- Applications, Industry solutions, platform & technology. Planning, execution and tracking of integrated marketing programs in partnership with regional sales leaders, global marketing & country teams. Accountable for sales Pipe generation/maturation & revenue conversion. My role involved partnering with regional sales leaders and global marketing teams to deliver locally relevant programs in countries led by transformation to digital.
• Search (organic & paid) optimization drove high double digit growth in web traffic, web inquiries and leads resulting in >50% increase in digital sourced pipe contribution
• Leveraged Social media to build employee advocacy, establish social listening and analytics for content marketing - gained 10 pts lead over competition in Industry Share of Voice
• Streamlining value chain throughput– geo-tagging, inbound chat personas, account/industry content customization for higher engagement
• Partnering with Corporate Affairs, PR & HR teams for social impact, employer branding, influencer outreach, crisis management.
• Roll out global Brand messaging, audience & Industry thought Leadership, customer stories to drive association with Cloud & Innovation among business decision-makers
• Managing relationship with global agencies to ensure right level of servicing at region/country level for efficient outcomes.

Oct 2015 – Mar 2016 · 5 mos

• Responsible for successfully driving integrated digital experience across owned, earned, paid media
• Support perception, purchase consideration, demand objectives – transforming/integrated with offline marketing– including content development, search engine optimization, web analytics & listening
• Digital transformation mindset shift, by example internally and externally - in CXO community.
• Pilot/ incubate innovation in digital to test/adopt ahead of the curve.

Jun 2010 – Oct 2015 · 5 yrs 4 mos

• Joined with charter to build SAP's leadership in Enterprise, Govt. & SME segments - instrumental in scale-up marketing to support 2X growth of business in my tenure
• Brand stewardship, Thought Leadership, Demand generation – accountable for sales pipe & revenue
• Go-to-market execution across Industries/Solutions & Ecosystem development in India, Srilanka and Bangladesh.
• Built a diverse high-performance team – recognized as among the best in the industry.
• Partnership in Geo Expansion strategy in SME space to grow market footprint and revenues 3X
• Set up a highly effective tele-engine based out of Bangalore – recognized as a worldwide best in class example.
• APJ Innovation Leadership Award (2014, 2015), Brand Leadership Award (2015), 3 Global best Practices

Apr 2010 – Jun 2010 · 2 mos · Greater Delhi Area

• Head of Ecosystem Strategy, Partner Programs, Recruitment, Readiness, Joint Marketing & Rebates/Incentives. Was engaged in building the new Partner Incentive model with Asia team.

Jul 2009 – Apr 2010 · 9 mos · Greater Delhi Area

• Responsible for developing/implementing/ Change management for new Org Blueprint, setting Commitments/Quotas for sales teams.
• Built a robust planning & review rhythm on revenue scorecards with field, Product, Asia and global teams.
• Built strong Worldwide executive connections/engagement & advocacy for India Team
• Led initiatives on Work Life balance, employee motivation/morale & People processes discipline
• Best Cross-Collaboration Award from Field Teams at Microsoft (2010)

Jul 2007 – Jun 2009 · 1 yr 11 mos · Greater Delhi Area

• Led development & execution of marketing strategy for Small Business, Midmarket & Public Sector
• Annuity Marketing across value & volume to build recurring revenue stream (WW Best Practice, 6 countries adopted)
• Built volume public sector business in to fastest growing segment in India (86% YoY): Identifying market opportunity, Channel recruitment/activation, customer db/ evangelization
• Drove PR & AR Strategy/execution to establish Microsoft as Thought Leader in SMB

Jan 2006 – Jun 2007 · 1 yr 5 mos · Greater Delhi Area

• Incubated India Small Biz Strategy (Best SB Plan award WW) & drove execution incl development of Small Business Specialist Channel
• Led SME Cluster Strategy development/pilots & Geo Expansion execution for Microsoft India.
• Developed and Implemented Small Business Digital/Portal Strategy & mobile integration

Jul 2003 – Dec 2005 · 2 yrs 5 mos · Greater Delhi Area

• Instituted ROI targeted Mktg & measurement approach - Opportunity sizing, localizing communication, orchestrated execution across customer, Channel, Tele teams
• Drove sizing of Mid-Market segment, customer database acquisition & market intelligence tracker across multiple external info sources to drive lead generation
• Set up MidMkt Customer relationship engine to drive lifecycle based engagement
• Conceptualized & implemented Customer Evidence strategy (Won WW BMO Award)
• ‘Marketing Excellence’ award (2006) | India Subsidiary Award winner for Outstanding Performance (2005, 2003) | ‘Best Sales Performance’ Team award in Asia Pacific Region, Microsoft (2004)

Aug 2001 – Jun 2003 · 1 yr 10 mos · Greater Delhi Area

• Joined at inception of SMB focus in India & co-developed Strategy across corporate, OEM & Retail businesses
• Drove local customer insights thru’ research to drive business decisions: (i) Sizing of SMB segment in India (ii) Customer priorities & communication preferences (iii) Desktop productivity usage study (iv) Piracy of OS in assembled PC segment (v) Feasibility of Software financing
• Established GTM execution and Set up Customer touch Engine for SMB IT Pros & BDMs

Jul 2000 – Aug 2001 · 1 yr 1 mo · Greater Delhi Area

• Led Marketing & alliances for HCL InfiNet Ltd., their Internet access services start up - B2C/ B2B and a horizontal portal
• Launched the consumer service offerings nationwide - metros and up-country roll out. Developed the Communication strategy and executed the TV Advertising campaign.
• Developed the Media Strategy, handled media buying and operations/logistics. Managed the Consumer research- pre-& post campaign and set up a 6 city Brand track.
• Developed & launched the B2C portal with rich content, web services & E-Com. Managed various alliances and partnerships including JV with Asian Age newspaper.

Sep 1996 – Jul 2000 · 3 yrs 10 mos · Greater Delhi Area

• Joined at early growth stage (3X growth)
• Branding & Advertising: Managed Big Babol – the flagship brand - all facets including advertising, Media, Market Research, promotions, packaging, new products launches, trade-schemes & product planning.
• Led re-launch strategy for the brand including new theme advertising campaign (international production), product reformulation, new packaging and merchandising strategy.
• Conceptualized and launched topical brand extensions – Big Babol 2000 and Big Babol Surprise.
• Managed Market Research: Brand equity study, Ad pretest, New Advt. Comparison, Product Test, Brand health tracking through IMRB ATP and ORG Retail Audit
• Managed brand Center Fresh. incl. launch of Center Fresh Ice Crash during World Cup’99
• Promotions & Merchandising: Conceptualized & implemented innovative promotions across impulse category portfolio spanning On-pack promotions, contests, collectibles & redemption.
• Developed and implemented visibility & merchandising strategy across the brand portfolio including design & deployment of dispensers/aids and vendor development/production.
• Developed joint marketing partnerships with Retail chains, Amusement parks, Bowling alleys, Cineplexes & Consumer brands like Coke, Pepsi, Britannia, Archie’s, Unilever.
• Built the largest school contact program in the country – The Big Babol Quiz, – participation of 500K students from 1100 schools in 70 towns-. Program recognized in Limca Book of Records’98.
• Set up Direct consumer contact program for a database of over 3, 00,000 customers for regular communication. Set up the infrastructure for handling consumer contests redemption to> 2, 00,000 consumers.
• Conceptualized & implemented Channel relationship program for distributors/ wholesalers.
• Developed sourcing base for consumer/trade promotion items/novelties from domestic & overseas vendors. Extensive experience in printing and packaging development.

May 1994 – Sep 1996 · 2 yrs 4 mos · Greater Delhi Area

• Joined the co. at start up - emerging market entry stage in India
• Worked with start-up cross-team from various facilities worldwide on project to set up the bottling plant in India incl. sourcing of equipment and Vendor/packaging development.
• Managed sales in Rajasthan, U.P. & Haryana. Managed Sales planning/budgeting & logistics operations under Head of Sales & Operation
• Drove brand availability/shelf visibility in the retail outlets & implemented local promotions, sampling thru’ lifestyle events to generate trials/adoption by key institutions.

May 1988 – Jun 1992 · 4 yrs 1 mo · Chandigarh, Chandigarh, India · On-site

• Responsible for corporate & tender sales for Swaraj Komatsu forklifts in U.P. State\
• After sales Service dealer network and operations in U.P., M.P., A.P. & Orissa.
• Implemented computerization of invoicing system in the organization.