Delhi, India
I aim to cultivate iconic B2B brands, empowering them to achieve market leadership. With over two decades of marketing expertise, predominantly in the technology sector, I am a seasoned B2B Marketing leader proficient in driving performance marketing initiatives to optimize lead generation and drive revenue growth for Product/SaaS and IT services firms. My skill set encompasses various aspects of brand marketing, including Product Marketing, Analyst Relations, Influencer Marketing, and Strategic Marketing, enabling me to establish brand presence and stimulate demand across targeted personas and accounts. Throughout my career, I have demonstrated a track record of orchestrating successful brand and performance marketing campaigns across India, North America, and Western Europe, while leading regional teams and navigating diverse markets and cultural landscapes. My leadership style emphasizes collaboration with account teams, C-suite stakeholders, and product management teams to cultivate robust customer relationships. My professional journey underscores my commitment to mastering diverse marketing domains, spanning Brand versus Performance marketing, Product versus Services marketing, and geographical markets from the Indian subcontinent to North America and Western Europe. Noteworthy companies I've contributed to include HCL (India’s leading System Integrator), IBM, Cigniti (Global leader in Digital Assurance and Product Engineering), Kore.ai (Conversational AI platform leader in Gartner MQ), Incedo (Data and AI services company), and Amazon Web Services. Complementing my extensive experience are certifications from esteemed institutions, such as Marketing from the University of Pennsylvania – Wharton, Marketing Analytics from the University of California, Berkeley, Digital Marketing Channels from the University of Illinois at Urbana-Champaign, Big Data from the University of California, San Diego, Customer Analytics from the University of Pennsylvania – Wharton, Google Adwords & Analytics, Inbound Marketing from HubSpot, DiscoveOrg Sales and Marketing, and LinkedIn Sales Navigator Expert. My educational background includes a BE from Govt. Engineering College Kota and an MBA from IBS Hyderabad.
I lead the India marketing team for SoftwareOne Crayon with one singular goal of establishing marketing as a growth driver for the company. This will be achieved by driving brand-led growth through both direct and indirect channels, creating an end-to-end customer journey that builds mindshare and brand trust, expands wallet share, and ultimately delivers sustained growth and increased market share.
As the Head of Enterprise Marketing for the Greenfield and Engaged segment, my role Center’s around being a comprehensive revenue cum growth marketer, focusing on the marketing led sales funnel. I lead efforts to acquire net new enterprise customers, enabling their journey from top end of funnel to generate pipeline, to lower funnel and facilitate revenue impact. I am also leading Account Based Marketing for high TAS Conglomerates account with an intent to increase Wallet share and Mind share too. Part of my KRA includes spearheading brand led thought leadership initiatives like Newsmakers, for creating thought leadership videos, POV and ensuring their dissemination through social and digital channels. Over the past two years, I've achieved significant milestones, including a 300% year-on-year increase in marketing-enabled pipeline and a 40% improvement in conversion rates. Notably, I've positioned the India region as the highest contributor, accounting for close to 50% net new APJ opt-in contacts. Overachieved conversion targets, collaborated closely with sales to transform low-billing accounts into high-revenue engaged accounts. To address the lower funnel, I established various in-person event properties while reinforcing digital campaign follow-ups, with a focus on lead generation. Key initiatives included AWS InnovateX Action and AWS Springboard, emphasizing innovation and migration programs respectively, hospitality led AWS Wellness series. For the customer journey, spanning from the top to the middle of the funnel, I led demand-driven brand initiatives, creating compelling thought leadership campaigns such as webinars, client interviews, and case studies. These were strategically disseminated through organic and paid channels, as well as social media platforms, facilitating the journey from awareness to advocacy. The "Cloud Mythbuster series" and the "Cloud and AI Fluency Program" are standout campaigns in APJ, driving significant engagement & brand.
My role focussed on leveraging Analyst Relations to support Demand Gen, Branding and Thoughtleadership across APJ
My role included shaping influencer perception to best represent Amazon via third party evidence used in the customer purchase decision. Besides ensuring AWS is correctly represented across all analyst reports,I launched multiple unique initiatives prominent of them was Cloud and AI Fluency program which resulted in 100+ CXO’s becoming AWS Cloud Practiconer certified.
As the Global Head of Marketing at Incedo, my role centered on assembling and leading a team of talented marketing professionals with a shared vision: establishing Incedo as a leading brand in digital transformation, product engineering, and AI services. Our end goal was to prepare the company for an IPO launch and secure intermittent funding. Additionally, I was tasked with contributing one third of the company’s pipeline by providing comprehensive marketing support to the business team. For branding, we focused on Analyst Relations, PR & Awards, and community engagement initiatives leading Incedo getting featured in the Everest PEAK Matrix for two consecutive years, winning awards such as INC 5000 and CRN 500, and publishing joint client stories to increase our share of voice. We leveraged our charismatic CEO as a brand ambassador across various industry forums and facilitated the publication of his first book, "Winning in the Digital Age," through Penguin Random House, garnering coverage from various media outlets. To fortify the top end of the funnel, we refined our messaging around key revenue-driving pillars, revamped branding, redesigned our website, developed thought leadership assets, and relaunched social media channels. This led to 100% increase in follower base, doubled website traffic leading to significant uptick in inbound inquiries. In targeting the North American market, we participated in prominent events such as CDO (New York), Telco AI (California), and Impact Pharma (New Jersey). However, when COVID-19 struck, we swiftly pivoted to a virtual approach. We developed short videos, intensified our efforts in Google paid ads and LinkedIn sponsored campaigns, resulting in our webpages being featured among the top. With a focus on Account-Based Marketing (ABM), we established our first in-house inside sales team, collaborated with agencies to run focused ABM campaigns targeting local GCC centers and delivered wins.
During my tenure at Kore.ai, a Generative AI company, I spearheaded the product marketing team, focusing on crafting highly differentiated messaging for the conversational AI platform. This involved ensuring alignment with customer needs and addressing the competitive landscape. I drove the activation of these strategies by empowering internal teams and partners, refining the developer onboarding experience, and effectively communicating propositions to analysts, influencers, and the press. Successfully delivering these messages to technology decision-makers and business CXOs through product launches, events, and digital campaigns, I made a significant impact on pipeline growth. In a short timeframe, we collaborated with the product management team, leveraged competitive insights and analyzed customer feedback to develop unique value propositions for our conversational AI platform. Subsequently, we utilized these propositions to launch the new Kore.ai website, and creating internal sales enablement assets such as key messaging documents, product feature videos, case studies, and competitive battle cards. Additionally, we produced external documents like platform architecture guides, CIO use case guides, and analyst newsletters, resulting in a remarkable 123% increase in website traffic. As part of our sales enablement efforts, I provided expertise in RFP submissions and client meetings, ensuring a deep understanding of our platform's value proposition. We actively participated in third-party events like the Singapore Fintech Festival and Money 20-20, and launched webinars with partners and customers to drive engagement and pipeline growth. We were able to increased the contribution of sales qualified pipeline through marketing, from below 10% to around 30% in less than two years. We ensured 35 analyst mentions across Gartner, IDC, Forrester , Everest and others and 180+ mentions across large and small media potholes.
As Cigniti's Director of Marketing, I played a key role in propelling the company's growth journey to become the world's largest independent software testing company. Leading marketing initiatives across the UK, Europe, and global markets, I focused on growth marketing, analyst outreach, and robust product marketing strategies. During my tenure, I drove significant revenue growth, achieving a fivefold increase within two years through marketing-enabled pipelines. I established the growth marketing function, implementing strategies for cross-selling, upselling, and new customer acquisition. Collaborations with prominent clients like Ryanair, Atom bank, Clifford Chance, ATD, and Southwest Airlines showcased our capabilities through testimonials, case studies, and influencer advocacy. I oversaw the revamping of Cigniti's website, managed channel spends effectively, improving overall channel ROI and customer acquisition cost (CAC). Leveraging joint customer press releases, video interviews, and awards nominations, we enhanced brand visibility and guided customers through the awareness to action journey. I Helped Cigniti gained significant recognition across renowned industry reports such as leader in NelsonHall neat charts for software testing, Challenger in Gartner MQ for software testing, or major contender in Everest peak matrix for independent testing services. I forged strategic partnerships with leading tool vendors like Tricentis, Neotys, CA, HP, Perfecto, Dynatrace, Testplant, and Experitest, facilitating joint deal pursuits in my regions. Furthermore, I contributed to the creation of feature specification documents for our product accelerator, Blue Swan, and supported the career progression of my team members.