Feb 2022 – Sep 2023 · 1 yr 7 mos · Noida, Uttar Pradesh, India

• Marketing strategy: Lead the marketing strategy for Edvanza in Europe and South Asia, for beta and launch, across product, performance, content, community and events.
• Product marketing: Lead the GTM for driving product awareness, adoption, engagement and retention, developed positioning, messaging, and enablement content. Lead the content marketing program across website, social media, blogs, and PR.
• Driven 200K+ app downloads, 176K app installs, and 80K signups, with CACs of < GBP 4, through performance marketing, influencer and content marketing across Europe, MENA, South Asia.
• Led 28% increase in engagement amongst DAU [session duration, engagement time, community interaction] with just 12% increase in spending. Led the influencer marketing strategy, which led to 16% rise in unaided awareness.
• Community engagement: Led community engagement through implementation of influencer marketing, mentorship programs, power users program and expert creator group.
• Built a community across tech, social, mentors, with ~25 mentors, and 2000 community users across 2 quarters.
• Refined PMF through website relaunch, new product offerings [courses], UX 2.0.
• Led the enterprise marketing strategy, refining the B2B offering, negotiating with prospective clients.

Oct 2020 – Nov 2021 · 1 yr 1 mo · Gurugram, Haryana, India · Hybrid

• GTM: Led & executed the GTM for AiRo in the North American market for enterprise/mid-market accounts for AWS, Microsoft, AI/ML/NLP offerings – both products (low-code/no-code automation platform, a bot marketplace and a telehealth platform) and services.
• Demand generation: Crafted the MQL architecture for user acquisition across expert webinars (RPA-in-a-Day series), thought leadership content for intelligent automation (whitepapers, industry reports); generating 15+ B2B leads quarterly with 3 lead magnets.
• Solutions marketing: Promoted cloud adoption & infrastructure modernization, enterprise AI advisory, Rapid AI Factory, application/data migration, and analytics modernization offerings from our partners, Microsoft, Automation Anywhere, UiPath, ServiceNow, Automation Anywhere.
• Analyst relations: Managed analyst relations; briefing sessions with HFS and Everest Group. Listed in HFS Hot Vendors, Inc 5000 through sustained campaigns / briefings.
• Content marketing: Led development of whitepapers/ blog content on Intelligent Automation. Created 22 content assets within month 5.
• Performance marketing: Responsible for the performance marketing through Google Search & Display campaigns, LinkedIn paid campaigns, Facebook ads. Generated 120 B2B leads within Year 1.
• PR: Achieved 15+ PR mentions within month 5.
• Recognized as Employee of the Month within Month 6 of joining.

Dec 2011 – Sep 2020 · 8 yrs 9 mos · Noida, Uttar Pradesh, India

• The marketing function at BMJ works at the intersection of content & technology, creating innovative & integrated customer experiences to elevate the brand in the South Asian market.
• I headed marketing for BMJ in South Asia and manage a team of marketing specialists. I owned the end to end marketing mandate across 5 key marketing functions: Market Research, Revenue Generation, Customer Acquisition & Experience, Communication & Marketing / Business Strategy.
• Tenure details
• Dec 2011 - September 2014: Marketing Manager
• November 2014 onwards: Head of Marketing
• Responsibilities
• Revenue: Developed & led a digital education business [B2B & B2C], which grew by 477% [£26K - £150K]. Responsible for scaling the division to £0.5M within 5 years.
• Demand generation: Led the demand gen portfolio [acquisition & retention] across email, social media, content, and events marketing (live and webinars), and performance marketing. New user acquisitions growth stood at 127% in 2016, 141% in 2017, 155% in 2018 & 167% in 2019 [through email & social media marketing]
• Content marketing: Led the communication messaging through email marketing, social media marketing, on page SEO content, collateral development, newsletters, blogs, thought leadership articles
• Events: Managed events worth INR 2 CR every year; new user acquisition increased by 80.8% in 2015, 69.25% in 2016, & 32% in 2017.
• PR: Generated 490+ brand mentions across 5 years along with enhanced share of voice (SoV), positive sentiment, and advocacy.
• Influencer marketing: Worked with top 1% healthcare influencers in South Asia, creating RoI centric influencer engagement programs. Managed the top 25% content influencers in the value chain and created engagement programs for the them
• Received multiple Awards & Commendations [Star Award for Exceptional Achievements in 2015, 2016, 2017, 2018]

Sep 2010 – Nov 2011 · 1 yr 2 mos · Delhi

• Edutech is an e-learning startup, with content capabilities licensed from European markets.
• Responsibilities
• 𝗗𝗲𝗺𝗮𝗻𝗱 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻: Lead the demand generation function through email marketing, events, and social media marketing
• 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: Created e-newsletters, advertisements in journals / magazines, product collaterals (brochures / flyers / case studies), website content.
• 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: Built and managed the social media marketing program for the brand.
• 𝗘𝘃𝗲𝗻𝘁𝘀: Led and managed the events strategy – profiling the company in World Education Summit 2010, FICCI Higher Education Summit 2010, Emerging Directions in Global Education (EDGE)
• 2010.

Jun 2009 – Aug 2009 · 2 mos · Gurgaon

• I worked in the market research department of this consumer healthcare behemoth.
• My work was assessing the buyer perception toward Horlicks Chilled Dood - a new product category launched in the summer of 2009.

Sep 2007 – Aug 2008 · 11 mos · Delhi, India

• 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Creation of high profitability products within the assigned portfolio.
• 𝗣&𝗟 𝗺𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Ensure 20-30% net profit margin in assigned portfolio, to achieve overall divisional profitability.
• 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: Create marketing communications messages, design promotional material, conduct events to create awareness & visibility
• 𝗔𝗰𝗰𝗼𝗺𝗽𝗹𝗶𝘀𝗵𝗺𝗲𝗻𝘁𝘀
• Managed 3 high visibility projects with less than 1% errors [in the concept to delivery value chain – across proposal approval, production, marketing and promotions.
• Managed the top 25% content influencers in the value chain and created engagement programs for the them.

Jan 2005 – Sep 2006 · 1 yr 8 mos · Delhi

• Content management/research role