Professional History: 

July 2019 | May 2022

Marketing Lead

Baxter India Ltd. (Saving and sustaining lives)

• Digital Marketing Strategy: Implemented a budget of $155 K for brand awareness and digital marketing. Created digital properties for therapy expansion using social selling, outbound emailing, and training modules

• Business Development: Responsible for product launch in India and SEA, creating sales enablement playbook and marketing campaigns. Collaborated and coached a diverse team of 32 employees with goal setting

• Customer Experience using Design Thinking: Localized global digital campaigns for higher return-on-investment. Created customer personas and customer segmentation for targeted omnichannel interventions

• Data Analysis and Insights: Personalized data led customer journey map using voice of customer and SFE data. Set up a learning portal in three months and created an online simulation lab engaging 250 HCPs

• Execution Excellence: Ran qualitative and quantitative research, generating effective customer insights. Created digital, ATL events, white papers for lead generation and dashboards for presentation

• Commercial Excellence: Was additionally responsible for Sales in West region managing eight sales executives delivering business of $ 1.8 M.

Key Achievements:

• Increased bottom-line by 1.7%, saving $92 K expenses on asset procurement

• Grew Anaesthesia market share by 12%, increasing B2B lead generation through account-based marketing

• Recipient of awards for Innovation, speed, GM Appreciation, and high growth go-to-market strategy for 2022

Tools/Environment: Tableau, MS Office (Excel, PowerPoint), Agile Methodology, Strategic Planning, Salesforce Analytics, Marketing Plan & Budget, Digital Marketing, Kanban, Google Analytics & Cloud

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December 2017 | June 2019

Entrepreneur - Marketing Strategy

eTara Trips (Experiential Travel Portal) 

• Business Development: Created travel properties for schools, not for profits, and mother and child trips

• Business Model: Prepared the business plan with inputs from industry trends and worked with the partners to develop a social media campaign focused on maximizing ROI

• Digital Strategy and Customer Experiences: Identified customer needs and created a website to disseminate sales content and provide an experiential package

• Data Analysis and Design Thinking: Gathered primary data, created customer affinity maps, and used design thinking principles and workshops with secondary data analysis for enhanced customer experience

• Execution Excellence: Designed and developed an interactive website (www.etaratrips.com) with SEO and internal knowledge system within a budget of $ 4 K

• Commercial Excellence: Profitable P&L for 2018-19 and outreach to 1700 customers on social media

Key Achievements:

• Partnership with an NGO on sustainable travel in rural India and pivoting to trade medical supplies during Covid

Tools/Environment: WordPress, MS Office (Word, Excel), Asana, Strategic Planning, Digital Marketing

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May 2016 | April 2017

Vice President - Sales and Marketing

Widow Confidential (Not for profit for veteran widows)

• Marketing Strategy using Design Thinking: Built brand awareness using social media marketing, tracked, and created region specific content for product adoption.

• Execution Excellence: Increased membership by 90% to 1100, in two months. Established business cases for investment into technical areas, geographies, partnerships worth $ 1 M.

Key Achievements:

• Designed creative and long-form content to set up a functional website in one month

Tools/Environment: WordPress, Liveplan, Adobe Illustrator, MS Office, Invisio, Google Analytics

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Jan 2016 | April 2016

Business Innovation Consultant

Jhpiego (Not for profit in healthcare)

• Business Analysis: Created business reports for non-communicable diseases and introduction of drones in healthcare. Developed three excel based models and supplementary tools for strategy evaluation.

• Business Cases: Established business cases using HCD approach for investment into technical areas, geographies, and partnerships

Tools/Environment:  MS Office Suite, Gantt Chart, R Studio

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April 2010 | May 2013

Head of Marketing - Strategy & Operations (India & US)
SHRM (An International HR Association with 272,000 members)

• Brand Management: Managed a budget of $ 700 K for brand management, marketing research, media planning and engagement metrics for product development. Worked with creative agencies as well as internal and external stakeholders.

• Producing Content User Insights: Campaign and content development, video distribution multiple digital channels, performing original research, and managing 24 Forums across India

• Business Development: Responsible for sales and business development including recruitment, member acquisition and knowledge dissemination through certifications

• Business Partnerships: Built strategic relationships on behalf of the association for new product development. Successfully negotiated partnerships with Accenture and People Matters. Collaborated for alignment with internal, cross-functional, and global functional teams

Key Achievements:

• Grew membership by 70% through branding for niche audience, product mix, generating revenue of $ 44 K.

• Set up the local website (www.shrmindia.org) and ecommerce using Agile Methodology

Tools/Environment: ​Agile Methodology, Google Analytics, Media Planning, Strategic Marketing, Revenue Generation, Project Management, Digital Marketing

 

​March 2008 | March 2010

Associate VP - Marketing & Business Development 

WUNDERMAN INDIA PVT. LTD.​ (A WPP owned direct marketing agency) 

• Accountable for management and delivery of $550K in revenues, and 10% EBITDA for Wunderman leading 27 people for digital, design, client servicing and budget setting.

• Responsible for large-scale contract negotiations of four new clients delivering 50% of the revenue.

• Evaluated campaigns and creative in region comprising eight clients delivering $550K in revenue.

• Developed and implemented strategic direct marketing campaigns and formulated market plans for six main clients.

• Monitored operational team performance to ensure alignment with corporate goals.

Tools/Environment: Data Analytics, Campaign Management, Data Visualization & Presentation, Project Management​

 

August 2007 | April 2008

Senior Manager - Business Support
DTZ INDIA LTD. (A commercial real estate services firm)

• Developed the consulting business for real estate and was responsible for delivery of key sales projects, in collaboration with the CEO and Executive team.

• Facilitated successful delivery of business reports and proposals, action log and presentation to company clients and financial stakeholders.

Tools/Environment: ​MIS, MS Visio, Project Management

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June 2004 | August 2007

Manager - Business Analysis & HR
TULIP IT SERVICES LTD. (A Telecom Service Provider)

• Provided market analysis and cost projection for key company projects.

• Instituted the ISO 9001:2000 quality management system for departmental processes.

• Formulated and set up the Human Resources Department defining policies for recruitment, compensation, training and retention.

Tools/Environment: ​Quality Audits, MS Excel

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June 1999 | June 2003

Product Manager

TVS FINANCE PVT. LTD. (A non-banking financial company)

• Took the lead as a Management Trainee in introducing Life Insurance and personal loan for computers in TVS Finance increasing sales by 17% Year on Year.

• Promoted within one year to direct product and regional marketing operations for loan and insurance products leading 20 sales executives across 17 branch offices.

• Managed the distributor channel for loans for consumer durables and financial products.

Tools/Environment: ​MS Office, CRM