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Work Background
ImprivataGlobal Digital Marketing Manager
Jun. 2023•Define and craft demand generation strategy for Imprivata offerings with the aim of building pipeline through digital channels including website, search, social, display and ABM platforms.
•Define and orchestrate end-to-end global digital media strategy for priority ICPs, designed to deliver awareness as well as build pipeline.
•Track digital contribution to the pipeline and adapt strategy based on performance insights, to achieve planned campaign objectives and performance metrics (awareness, engagement, conversion, generated ACV, mcl->mql->sal->sql conversion rates).
•Dive deep into platforms and data ( GA4, Ad platform analytics, SFDC), leverage attribution (touch based and regression based) to glean insights for unlocking growth opportunities and maximizing and expediting marketing funnel conversion.
•Maintain, optimize and monitor digital marketing budgets and budget pacing and key metrics for all digital marketing activities in order to maximize ROI.
•Testing and optimization - Develop and implement testing strategies to improve KPIs through A/B testing, incrementality testing, audience segmentation, ad placements and retargeting.
OpenTextGlobal Digital Marketing Manager at CyberRes (part of Micro Focus), now OpenText Cybersecurity
Sep. 2021 - May. 2023Plano, Texas, United StatesLed digital go-to-market strategy for CyberRes products, driving significant growth for $800 million value, cybersecurity brands like Voltage, Fortify, ArcSight, and NetIQ. •Built integrated marketing campaigns with Content, Creative, Social, Product Marketing, Channel, and Revenue Marketing teams. Continuously measured, analyzed, reported, and optimized program performance.
•Devised digital marketing strategy and lead acquisition tactics across platforms – organic and paid search, display, ABM, content syndication, nurtures and webinars.
•Rigorous optimization of paid search campaigns, to ensure a higher volume of quality leads from the website – including quick pipeline generators – free trials, and demos.
•Industry-focused publisher tie-ups/sponsorships, developer-focused engagements, webinars, and LinkedIn-live events to establish global thought leadership, build market presence, and deliver growth.
Intrusion IncDigital Marketing Manager
May. 2021 - Jul. 2021Plano, Texas, United States•Devised digital strategy that helped Intrusion stay ahead in a very high growth and competitive eco-system
•Oversee digital acquisition and conversion for Intrusion with defined quarterly and yearly growth targets
•Short stint due to mass layoff.
Mr. CooperPrincipal Product Manager
Feb. 2020 - Apr. 2021Dallas/Fort Worth Area• Liaised with marketing leadership for product requirement and managed the process through development, testing and launch every quarter. • Launched digital products and enhancement based on product/tech capability needs across verticals – analytics, digital marketing, customer service, CRM, third party, and ad hoc projects.
• Set up conversion optimization using A/B testing (Google Optimize) across all landing pages at MRC. Conversion optimization -device and traffic source-based. Instrumental in the implementation of AI-based language platform (Persado AI) integration with Google Optimize for copy testing of landing pages. • Collaborated with all stakeholders to maintain the digital product roadmap in a manner that enables constructive collaboration between marketing, design, legal/compliance and product teams for timely delivery of product increments.
PredictPathFounding Partner -Marketing Solutions
Mar. 2017 - Aug. 2019Plano• Co-founded and developed a boutique marketing advisory firm (predictpath.com), specializing in data-driven marketing strategies.
• Created customized visual analytics dashboards and reports (Tableau, Looker Studio) for clients.
• Helped clients in strategic decision-making about marketing/media investment using data-driven and analytics-informed approaches.
• Optimized consumer purchase pathways using Website/E-commerce analytics.
• Contributed to Market and Media Mix Modeling projects for a leading mobile handset, an automotive brand and a personal care brand, The range of questions answered by these models - Impact of sports sponsorships, celebrity endorsement, competitive launch, stagnancy in growth and halo multiplier effect.
GroupMSenior Director (Business Lead and Marketing Strategist)
Aug. 2013 - Mar. 2014Delhi• Formulated integrated marketing and communications strategies for new business pitches, in collaboration with mainline, digital search, social, mobile, events, activation, creative, research, and analytics business units.
• Spearheaded proposal development that successfully retained Apple as a global client
• Designed comprehensive branding, marketing strategy, and ROI frame work for Ramoji Film City, the world’s largest film studio complex and a major global tourism destination.
Wavemaker ( MEC)Senior Director (Busines Head)
Jul. 2011 - Jul. 2013New Delhi Area, India•Held direct P&L accountability for North India region with $55M in ad spend, $1.9M in revenue, and 9.8% profit margins. •Successfully secured digital marketing business from major clients including Citibank and Ten Sports. •Supervised a cross-functional team of 25 planners and buyers focusing on mainline/digital activation, operations, and finance.
•Established Honda India as a separate brand once its partnership with an Indian brand ended, through effective marketing and communication strategies and impactful campaign execution.
•Increased Citibank India brand preference by 26% by integrating shopping and social media functions.
•Achieved 30% increase in division revenue despite a 33% reduction in ad spend by a key client.
•Implemented social media initiative for Citibank that ranked in the top 10 of 2012 Twitter campaigns.
•Generated the highest new media revenue extraction (40%) among all MEC( now Wavemaker) India business units.
•Led rebrand of LG India from mass-market electronics to premium smartphones/high-end electronics.
•Recipient of the highest ever client score on client feedback surveys from both Citibank and LG.
MECDirector (Integrated Planning)
Mar. 2010 - Jun. 2011New Delhi Area, India•Acted as a strategic resource for all key clients based at the Delhi branch, increasing client satisfaction scores by 25%.
•Implemented a proprietary global strategic framework for integrated marketing communication and planning, achieving significant increase in campaign efficiency.
•Conducted workshops to guide clients in strategic media communications planning, which helped raise agency’s profile in the market.
Madison CommunicationsDeputy General Manager
Dec. 2008 - Feb. 2010New Delhi Area, IndiaI was a key contributor in retaining and managing strategic media planning for General Motors, Max New York Life, and the National AIDS Control Organization (NACO) that accounted for a total of $70M in annual ad spend. ✢ Integrally involved in revitalizing and proactively managing client relationship with General Motors.
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