Marketer. Copywriter. Storyteller.

Marketer. Copywriter. Storyteller.

I’m a customer-obsessed marketing leader with significant experience in product and digital marketing. Going deep into the customer’s psyche and unearthing their needs is what I do every day.

Recent Work

Masters of Mac

Project Summary: As a Product Marketing Manager, I built a community forum for IT Admins to increase engagement and educate them on the best practices in deploying and managing MacBooks. This is an initiative I planned and implemented to drive customer stickiness and unlock a network effect among our IT solutions customers.

Target Audience: Mac Admins, IT Admins, IT Leaders

Assets:

Impact:

  • Better engagement and retention of existing customers

  • Contributes to about 23% of quarterly leads

  • Contributes to about 7% of quarterly conversions

  • Created brand ambassadors from target accounts

Community Marketing

Website & Digital Revamp

Project Summary: The Velos IoT website was underperforming with low monthly visits and below-par UI/UX and SEO fundamentals. This was affecting lead gen and not reflecting well on our company, its history, and its capabilities. On top of all this, there was an ask to revamp the website within a 5-week timeline to make it in time for an industry event (Mobile World Congress, Barcelona 2024). I led a revamp project to improve all key website and social media elements.

Target Audience: Product Heads, Purchasing Heads, CTOs, CEOs

Assets:

Impact:

  • Monthly website visits improved by 7x in three months (data source: SimilarWeb)

  • Organic traffic contributes to 40% of new leads per month, up from about 15%

  • 60% improvement in organic engagement rate on LinkedIn in 6 months

  • Doubled the LinkedIn followership in 6 months

Digital Marketing

New Product Launch

Project Summary: One of Velos IoT’s main goals is to position itself as an innovator and leader in the IoT connectivity market with a world-leading network coverage. The company plans to launch its very own multi-carrier, multi-profile eSIM product called ULTIMATeSIM. I led the complete branding and positioning project for this product for sales as well as event and digital marketing.

Target Audience: Product Heads, Purchasing Heads, CTOs, CEOs

Assets:

Impact:

  • Collaterals supported in one of the biggest product deals at Velos IoT (numbers are confidential)

  • Supported digital and website performance numbers (see the previous portfolio entry)

Product Marketing

Mac TCO Tool

Project Summary: Built an online tool to compare the economic impact of onboarding Macs vs. PCs in their organizations. Over 11 parameters were researched and calculated to help understand the indicative Total Cost of Ownership (TCO) of using a Mac versus using a PC in a given organization. This tool is extensively used for digital marketing as well as by the sales team when pitching to key decision-makers.

Target Audience: CIOs, CTOs, CFOs, IT Heads

Assets:

Impact:

  • A unique visual tool that piques interest and educates prospects

  • About 27% of new unique website visitors are driven by this tool

  • About 15% leads acquisition on the website quarterly

  • Great conversation starter for the sales team

Product Marketing

Mobility Packages

Project Summary: Brilyant is a system integrator with multiple solutions across computing, mobility, device management, networking, productivity, storage, and many other IT verticals. I created a suite of mobility packages keeping devices at the center of all offerings, as IT hardware is the easiest product that can be used to make inroads into prospect accounts.

Target Audience: CIOs, CISOs, IT Heads, Procurement

Assets:

  • Brilyant Plug: The entry-level package, including devices, financing solutions, and hardware support.

  • Brilyant Play: The second tier package, including Brilyant Plug with the customer’s choice of Productivity Tool and Mobile Device Management (MDM) solution.

  • Brilyant Plus: The premium tier package includes Brilyant Play with Security and Collaboration tools, and an IT consultant for training, enablement, and deployment.

Impact:

  • Easier sales process and communication of values

  • 3X conversions seen in the sales process that included mobility packages

Product Marketing

LinkedIn Sales Navigator Automation

In B2B marketing, it is very important to map accounts and create a strong database of key decision-makers for outreach. LinkedIn Sales Navigator is a versatile sales tool that helps map accounts, research key decision-makers, and execute personalized outreach. I created an automation process that maps accounts, identifies key decision-makers, sends personalized messages, and adds qualified leads to our CRM.

Target Audience: CIOs, CTOs, IT Heads, Procurement, Admin

Assets:

  • LinkedIn Sales Navigator: Account mapping and outreach tool

  • Phantombuster: Online tool that automates LI Sales Navigator processes

  • Lusha: A research tool for tracking down verified contact details

  • Zoho: Customer Relationship Management (CRM) tool

  • Zapier: Automation connector tool

Result:

  • Reduced human resources costs for marketing

  • Improved efficiency of operations

  • Contributes to about 18% of lead generation

  • Contributes to about 6% of conversions across the organization

Digital Marketing

Product Videos

Conceptualised and directed a marketing video that highlights the benefits of having a single remote control to manage all device operations.

Culture Building

Project Summary: StayAbode (now Housr Bangalore) is a co-living spaces provider that wanted to position itself as a strong youth brand. I conceptualized and revamped their entire community strategy, with a particular focus on Instagram and events. The anchors included weekly blog posts on city living, regular events, and workshops at the properties.

Target Audience: Millenials/Gen Z, ages 20-35

Assets:

Impact:

  • Events accounted for about 20% of sales closures quarterly

  • Instagram drove about 70% of monthly organic website visitors

  • Instagram drove about 35% of sales closures quarterly

Community Marketing

Conceptualised and scripted the video as part of a campaign to promote and create awareness on the benefits of second display devices.

Conceptualised and directed the video to highlight the new features that were rolled out as part of a GTM campaign.