India, Mumbai
Marketing Lead Dia Khan, Sales & Marketing
Design Thinking (Online) MIT Sloan School of Management 2017-2018
PGD in Integrated Marketing Communications Xavier Institute of Communications, Mumbai University 2014-2015
Bachelor’s in Commerce P.D. Lions College, Mumbai University 2008-2011
SUMMARY
5+ years of expertise in B2B product marketing & revenue management in AI technology and EdTech industry. Another 3 years of experience in brand and event management in media industry.
KEY SKILLS
B2B Marketing Lifecycle Management, Product Marketing, Revenue Management, Event Management, GTM Strategy, Customer Acquisition, Engagement, Positioning, Content Marketing Strategy, Project Delivery, Media Planning.
Marketing Automation Tools: HubSpot, SFDC, Marketo, MailChimp, Pardot
EXPERIENCE
Marketing & Events Lead — Quantiphi Inc. September 2019-Present
Leading marketing for Quantiphi & insurance product grossing USD 205 Million revenue with USD 22 Million spent. Also, spearheading the events and webinar initiatives for branding, lead generation and tie-ups.
Revenue Management Responsibilities:
• Strategizing the GTM and managing the customer journey to define and articulate business requirements to deliver measurable business impact through social media marketing and engagement.
• Orchestrated strategy for various markets (USA, Canada, Europe, SEA) for detailed plan. Configure, implement, and/or customize marketing automation and campaign management using HubSpot.
• Managing budget planning and delivered an ROI of 85% (+18% vs targets) across products and events, basis interventions and strategic planning.
• Demonstrated a +15% increase in lead to conversion
by performance optimization at every level of sales and marketing funnel.
• Delivered 96% improvement in user base increase, 82% increase in lead generation via strategizing and handling the pre and post event activities.
o Successfully executed the following events-
Sibos’2019, AWS Summit Financial Services Leaders Forum, Gartner IT Symposium/Xpo, Google Summit Atlanta 2019, Google Cloud Next’ UK 2019 to name a few which resulted in 70+ footfall per event at the booth.
o Spearheaded the brand tie ups for Quantiphi - TensorFlow World, AI & BIG DATA EXPO, Backstage Pass’19, Happy Hours, Tag Cloud Event, CX Summit India (sponsorships with multiple engagement opportunities).
• Spearheaded the webinar initiative, creating a CRM practice to retain and generate awareness among target audience.
• Coordinating and managing Quantiphi's external marketing partners (designers, agencies, event partners, other collaborators) and ensure successful completion meeting the set deadlines.
Marketing Performance Optimization Strategy and analytical insights:
• Delivered 100% improvement in enquires from website by revamping the same with improved SEO and leveraging the same via SEM.
• Delivered 45% open rate, and 20% click rate by targeted E-mailer campaigns across geographies.
• Strategized the strategy for brand guidelines and content factory for Quantiphi by working in tandem with the content agency.
• Adopted iterative approach to design, advise and implement marketing calender which resulted in process improvement by 50%
• Formulated cross-channel optimized reporting via real-time dashboard and attribution models and tools to analyze the existing customers purchase behavior.
• Devised a lead scoring model to enable prioritization to develop a better understanding of lead quality to generate repeat business.
Marketing Manager — EMERITUS Institute of Management March 2017- August- 2019
Led full cycle B2B marketing activities grossing USD 21 million worth revenue across India, MENA, SEA, and USA regions with ~ USD 1 Million marketing budget.
• Orchestrated B2B marketing activities to grow the business- online (communication/calendarization/ lead generation ideation, digital marketing) and offline (roundtable/ masterclass/sponsorships) with ~USD 1 Million marketing budget.
• Liaising with the marketing and enterprise solutions team to implement campaign improvements by incorporating real-time feedback on campaigns received through pro- active coordination, lead management process innovation and consultative selling.
• Built a marketing calendar and managed customer data for email marketing activities including segmentation (upsell and cross sell opportunities) and reporting, testing, cleansing and optimization which resulted in 10% open rate and 5% CTR. Overall a 32% growth in generating in-bound leads, and 10% new leads for the BD Team.
• Co-ordinate with Marketing agencies for proposals, creatives, content and align the same with marketing communication across stakeholders.
• Strategized the monthly webinar series with 300+ participants from HR & L&D background (TG).
• Proposed and executed Brand tie-ups for Eruditus with HR Summit Dubai 2017, 2018 & People Matters L&D Conference 2018, TechHR-SG 2019.
Assistant Manager, Marketing & Branding — SDA Bocconi- Asia Center August 2015- March 2017
Handled marketing budget of INR 0.5 crore generating revenue of INR 7 crore by implementing online and offline strategy for Pan India
• Strategized & executed the ATL and BTL marketing plan for building brand image and lead generation.
• Conceptualized and built Brand intellectual properties like Sundowner with Start-ups and Thinkers Dialogue Series-I, Brand tie ups for Bocconi with ET Retail Awards ‘15 and TEDx Gateway ’15
• Orchestrated strategy and operating principles of marketing in channels on digital platforms, including all aspects of website maintenance, direct email campaigns, social media, SEM and SEO.
• Handled offline marketing activities- Event Sponsorship /Seminars / Presentations for brand awareness and lead generation.
• Achieved revenue and submissions targets, leading to 80% increase in total number of submissions.
Analyst — Deutsche Bank May 2011-June 2013
• Worked as a Desk Assistant to traders operating in London and Emerging Markets. Supported front desk for booking, reconciliations, settlement of trades. Trade Capture-Booking internal trades between different internal desks as well as other DB entities
Executive, Brand Management — The Economic Times Dec 2007 – Jan 2010
Projects handled: The Economic Times Awards for Corporate Excellence | The Jury Meet & CEO Roundtable Conference | Brand Equity Quiz ‘2008 & ‘2009
• Marketing & Sales sponsorship for special events and projects on national level
• Database Management- Invitees, ET special clients & guests. Invite Coordination- maintain companies request list, invitation list.
• Coordinating with the television team (Times Now and ET Now) and event agency for ground production values set design and branding.
Trainee, Response Activation Team — The Times of India Aug 2007- Nov 2007
• Project handled: Glory of Mumbai Awards 2007. Handling, executing and organizing Ground Event flow, managing back office work. Co-ordination with the participants and internal correspondence team. Execution and organizing multiple engaging events for shortlisting & the finale event.
Sales & Marketing
Content Marketing
Marketing Strategy
Brand Marketing
Lead Generation
Internet Marketing