DIGITAL MARKETER
21 Years. 5 Industries. 2 Countries. One Passion.
Digital Marketing. Product Management. Marketing Automation. Digital Transformation. Martech. Platforms & Services. Lead generation. Websites. Apps. Analytics. Content & SEO. Infrastructure. Budget & Team Management.
QUICK SUMMARY
I create and enable the digital strategy, tools, and technology needed by any marketing team.
Digital marketing leader, with global experience across multiple industries. Track record of successful delivery for large-scale transformative solutions across organizations. Seeking leadership roles in strategy, product, marketing.
I have 21 years' experience, spanning e-commerce, publisher, agency, and client, with a 3-year stint in Silicon Valley.
I've worked across every facet of digital marketing, spanning product development, project management, digital strategy, business growth, lead generation, journey funnels, brand awareness, infrastructure & technology, media, web campaigns, social media, SEO, ORM, content planning, web analytics, CRM, and mobile app development across a global arena. I've built & trained teams, roadmapped product strategy, and have industry experience of Real Estate, Telecom, Media, Publishing, and e-Commerce.
My experience includes team building, training, budget ownership, and managing global clients & agencies.
EXPERIENCE
Roles & Responsibilities
Dec 2017 - Current
ASSOCIATE VICE PRESIDENT (MARKETING) - DIGITAL & PRODUCT
LODHA DEVELOPERS LTD
Lodha Developers is India's largest residential & commercial real estate developer in the process of transforming it's digital infrastructure and processes. I set up the digital products group, revamping the digital infrastructure, establishing processes for campaigns and lead gen support, recruiting for and managing a 10-member team to manage UI/UX, creative, marketing operations, content, product roadmap, and apps development.
Achievements:
Generated direct revenues over Rs. 100 crore ($12 million)
Deployed marketing automation - Adobe Experience Cloud with 3 products, Salesforce Marketing Cloud, and Webengage
Launched over 10 websites (real estate B2B and B2C, retail, education, coworking and luxury)
Launched 2 consumer & corporate mobile apps on Android and iOS
Created multiple online channels - 100+ virtual experiences, web & AI WhatsApp chatbots, ORM, web personalization
Managed a content audit & website revamp, SEO integration, analytics setup, & management systems
Brand guide for multiple websites
Upgraded Channel Partner and Customer Portal interfaces
Managed digital infrastructure optimization, infosec initiatives & VAPT exercises
Sep 2014 - Aug 2017
SENIOR MANAGER, MARKETING TECHNOLOGY
TATA COMMUNICATIONS (AMERICAS) INC
Tata Communications, the world's largest wholesale voice carrier and submarine fibre network owner, had acquired a digital marketing team during purchase of Bitgravity Inc, a Silicon Valley based tech company, and was simultaneously moving to a digitally-enabled account-based marketing model.
I relocated to San Francisco for a 3-year stint to set up the corporate website's integration into the new marketing model, and was instrumental in integrating the US (digital marketing) and India (IT and CRM) teams.
Achievements:
Deployed Marketo marketing automation on an ABM model, building nurture journeys, sales funnels, and lead scoring
Revamped the corporate website and an archaic digital ecosystem
Audited, revamped, and managed the technology stack
Setup a CRM-integrated, automatic social and blog-resource publishing system
Sep 2009 - Aug 2014
SENIOR DIGITAL MARKETING MANAGER
TATA COMMUNICATIONS LTD. (FKA VSNL)
Tata Communications (formerly VSNL) had multiple archaic, static sites and a minimal part-time digital marketing team.
Achievements:
Revamped and consolidated Tata Communications' B2B corporate websites, digital marketing, analytics, and agency management.
Ran email & digital campaigns
Setup content production calendar and processes
Setup up the social media policy and processes
Introduced SEO & tag-based analytics.
Nov 2007 - Sep 2009
PRODUCT / BRAND HEAD
TIMES INTERNET LTD
Times wanted to establish a new content-rich entertainment category website to supplement the Times' digital portfolio, starting from absolute zero as a stand-alone, insular internal incubator experiment.
As product manager, I set up entertainment website idiva.com, shaping original concept and features, to handling (a) architecture, usability, design, brand, UI, and content; (b) marketing and adsales monetization, and (c) creating a loyal, active user base. Conceptualized, strategized and project-managed the website roadmap and development with TCS.
​
Achievements:
Personally conceptualized, designed, and managed build for multiple apps for integration into site
iDiva crossed 1 million users and 4 million page views 90 days from launch (top 3 women-oriented sites)
Apr 2005 - Oct 2007
STRATEGY GROUP HEAD (INTERNET)
STARCOM MEDIAVEST
Starcom was a top 10 digital agency in the Publicis group that had just started digital services.
I headed the Internet media planning & buying division (West India, 4 people) covering business development, digital media innovations, and mobile marketing. Grew billings to $500,000 (annual).
Achievements:
Winner at Goafest 2007 for 'Best Use of Digital Media' - SMS-based geolocator for PoS's.
Clients:
Singapore Tourism Board, Jet Airways, Continental Airlines
Oracle, Sun Microsystems
Western Union, Sharekhan (e-share trading), HDFC Securities
Zydus Cadila, Diageo, Elf Lubricants, Fiat Motors
Worldspace Satellite radio, Rediff.com
Mar 2004 - Mar 2005
ACCOUNT MANAGER
VODAFONE
Sales Manager for North Mumbai telesales operations via Direct Sales Agents. I managed over 300 telecallers and field sales execs via 5 key DSAs, monitored backoffice operations, trained and motivated telecallers.
Results:
Grew DSA accounts handled by 36% ($12,500 per month)
Consistently achieved targets and was best performer in division for 8 months.
Aug 2002 - Mar 2004
ASSISTANT MANAGER
EBAY
Startup experience. I worked as a Business Development executive responsible for developing specific categories, including identifying potential products, locating and converting vendors, managing implementation of that product line and marketing to the site's users.
Results:
Successfully converted over 75 new vendors
Developed over 5 key eBay India subcategories from launch to over 5,000 transactions (revenue: $44,300) monthly.
MY PROJECTS
My portfolio showcases a handful of my most recent projects. Take a look to get a sense of my skills, experience and approach. To learn more about a specific project, feel free to contact me directly.
SALESFORCE MARKETING CLOUD
Realtime Marketing Automation
Objective: To setup a faster, better-integrated, multi-channel marketing tool
Solution: Salesforce Marketing Cloud, synced real-time with CRM, running prospect conversion, project-specific lead conversion and booking acceleration use cases across email and SMS.
Duration: 1 year
WHATSAPP CHATBOT
Automated Product Discovery
Objective: A product selection tool on a familiar and easy to use channel
Solution: Salesforce integrated chatbot hosted on the whatsapp channel with live data / offers
Duration: 3 months
Results: 50 leads / day from day 1, Rs. 4 cr revenue ($47 million)
ADOBE MARKETING CLOUD
Digital Transformation 2.0
Objective: To evolve the organization's digital capabilities beyond simple spray 'n pray lead-gen campaigns, and build in intelligent, effective targeting, engagement nurturing and data usage
Solution: Deployment of the Adobe suite of products, building and execution of multi-departmental use cases
Products Used: Adobe Campaign Manager, Analytics, Audience Manager
Duration: 1 year
Results: 600% ROI within 1 year (approx. $5,000,000 in revenues)
MYLODHA RESIDENTS MOBILE APP
Whitelabel App Development
Objective: To create a managed app for residents to manage their properties and living experience
Solution: A customized whitelabel app on Android and Apple offering incident management & tracking, security, community notifications, and facility management features.
Duration: 2 years +
Results: Rolled out across 12 projects with 60% adoption rates, and over 10,000 monthly active users so far.
Link: Google Playstore | Apple Appstore
CHANNEL PARTNER E-NABLEMENT
Sales Enablement
Objective: 1. Developing a scalable solution to upgrade channel partner skills in web presence. 2. Solve problem of brand dilution and product miscommunication.
Solution: An automatic, login-based website generator using live web CMS data to generate partner websites
Duration: 3 months
Results: 200+ partners created 500+ web pages with zero intervention. All content was dynamic, brand-vetted, and live. Minimal oversight or infrastructure upgrades needed. Scalable to thousands as required, in process.
MARKETING AUTOMATION
Digital Transformation
Objective: Build an automated lead gathering, scoring, and nurturing system
Solution: Deployment of Marketo integrated with Salesforce, including a custom-built behavioral/demographic lead scoring system
Duration: 2 years
Result: An independently operating lead nurturing system using gated content, salesforce data, and behavioral triggers to source, identify, score, and engage high-value B2B telecom senior-level personnel
WEBSITE REVAMP
Low-budget, high-impact
Objective: to revamp our website into a modern, mobile-friendly redesign with minimal spends
Solution: Repurpose, not rebuild. Existing templates were analyzed and redeployed in new configurations and formats without changing data, with each page restructured to reuse the same components in new forms.
Duration: 6 months
Results: Completely new-look redesigned 1000-page website achieved with no additional hires, no content or design redevelopment, and significant new feature sets, at under $20,000
UBERFLIP SOCIAL WALL
Social Content Activation
Objective: To build a dynamic delivery system for generated blog, ebook, and social content
Solution: Use independent CMS to build a dynamically updated, CRM-integrated repository of all gated and social content
Product: Uberflip
Duration: 6 months
Results: Parallel content repository able to distribute, recommend, and promote content, and gather both leads and data
PERKUTO NEWSLETTER AUTOMATION
Newsletter Automation
Objective: Manage the newsletter process - subscriber lists, EDM creation, sending - with least dependencies and hours
Solution: Discovered a little-known tech module allowing for automation of process with some complex customization
Product: Perkuto from Digesto
Duration: 3 months
Results: A completely automated, no-involvement newsletter engine that not only managed the process but could also dynamically generate content, manage leads, and score interest levels.
LODHA OFFICES MOBILE APP
Custom App Development
Objective: To build a custom mobile solution for employees of commercial building tenants, part of digitally-enabled commercial leases
Solution: An android / iOS app for employees of commercial tenants to manage access, visitors, facilities, parking, and other services
Duration: 1 year+
Results: Released to 5 employers in 2 locations with active userbase of a few hundred so far.
Links: Google Playstore | Apple Appstore
EDUCATION
My Studies
GOA INSTITUTE OF MANAGEMENT
July 2000 - June 2002
Post-Graduate Diploma in Marketing
Secondary specialization: Systems
Score: 61%
Member of Industry-Institute Interaction (I3) Club, Placements Team, and Goa Trekkers' Club.
Designer of Institute newsletter, I3 Magazine, Healthcare seminar brochures. Designer, procurer, and distributor of the 02-batch souvenir t-shirts.
PRESIDENCY COLLEGE
August 1997 - May 2000
Bachelor of Arts, Sociology
Úniversity of Calcutta
Score: 57%
Co-founder, Presidency Computers Club
UDEMY
March 2020
Product Management
Become a Product Manager | Learn the Skills & Get the Job!
HUBSPOT ACADEMY
June 2020
Social Media
Inbound Social Media Strategy
CODECADEMY
April 2020
Database Management
Basic SQL
PEARSON PTE
February 2018
Languages
English Language competency certification
Score: 90%
HUBSPOT ACADEMY
July 2013
Digital Marketing
Inbound Lead-Gen Marketing
INCHIN CLOSER
February 2014
Languages
Beginner-level Mandarin Chinese
HUMAN FACTORS INTERNATIONAL
May 2008
Usability and Design
If you have more questions about my academic experience, don’t hesitate to reach out.