Over the past 12+ years, I have worn multiple hats while balancing tradeoffs between being a crew member on an ocean liner vs. captain of a small vessel. I describe myself as an analytical storyteller, brand-oriented growth activator and a methodical operator.
CAREER HIGHLIGHTS
- Go-To Business Intelligence Partner for Enterprise Reporting & Insights - Sales, Finance & Client Service Teams (US and Global)
- Social Media Strategy Consultant - B2B and B2C brands (India and SE Asia)
- Email Campaigns Execution & Operations Partner; Marketing Automation Specialist (US and Global)
- Product Manager for Advanced Email Capabilities - Led ongoing management and optimization of the product backlogs, operational efficiency & product support, and product adoption (US)
- Product Manager for an Event Technology platform used by 100+ marketers across the globe (US and Global)
- Product Manager for a micro-SaaS platform focused on early stage life sciences (US)
- Head of Marketing for a Fintech platform targeting HNWIs (US)
PRODUCT MANAGEMENT
Built a micro-SaaS product from scratch focused on providing venture intelligence in the early stage life sciences ecosystem. The product is a search engine for startups, funds and people operating across 16 biosectors of life sciences.
Website: https://www.biosectrx.com
- Translated product strategy into detailed requirements, user stories, and prototypes, identifying highest impact work and priority order
- Determined feature readiness, workflows and championed UX/UI before
production deployment through rigorous UAT, accounting different use cases for
the full customer life cycle
REVENUE GROWTH
Source: How To SaaS
Though the above infographic was made with the SaaS business model in mind, it is equally applicable to B2B and B2C business models too.
CASE STUDY : EARLY STAGE FINTECH STARTUP
SUMMARY: Built and led the marketing for an early stage fintech company democratizing alternative investments. Target audience were 'accredited investors' i.e. high net worth and ultra high net worth investors
THE PROBLEM: Before I joined, the investor acquisition was primarily WoM (word of mouth) and investment in marketing had been put off for a long time.
ACTION: Diversified the marketing mix and separated tactics into 'push' and 'pull' augmented with hypothesis driven experimentation.
OUTCOMES
1. Established a predictable demand generation engine increasing pre-pipe by 5x and % of opportunities from Marketing by 3x
2. Investor acquisition grew 2.5x Month over Month (MoM)
3. Reduced the Customer Acquisition Cost (CAC) by 35%
4. Annual revenue went up by ~58%
5. Drove awareness of brand and key messaging through integrated communications and public relations resulting in 2x more coverage compared to before.
PROCESS WORKFLOWS
SUMMARY: Event marketing through email is a complete lifecycle campaign and involves multiple moving parts with different stakeholders. It involves sourcing lists, identifying relevant content, building landing pages, deploying campaigns, setting up automation triggers, compliance checks (if a regulated industry), testing, going live and reporting. Below is a sample workflow for a simple event outlining the complete event planning and distribution process with Service Level Agreements (SLAs).
CONVERSION RATE OPTIMIZATION
SUMMARY: The text for main CTA button on the website 'Sign up to invest' was aimed to be self serve and deserved an experiment to capture intent effectively. Used Google Optimize and tested variants to drive a better conversion rate without involving sales. Implementation resulted in an uplift of 25% in SQLs
