Prasad Babu

An exciting opportunity to leverage my experience and passion for strategic marketing leadership and lead generation to shape Aragen's growth, inspire my team, champion innovation, and deliver transformative outcomes that drive business success.

- Led the strategic transition of marketing operations from the US to India, achieving significant cost and efficiency gains within five months. - Designed and implemented a custom marketing attribution framework in Microsoft Dynamics, optimizing high-ROI channels and improving overall marketing effectiveness. - Built a high-performing lead generation unit from the ground up, elevating pipeline quality and driving revenue growth. - Revamped social media and content strategies to enhance brand visibility and establish thought leadership. - Spearheaded partnerships with top-tier media platforms, amplifying reach and engagement across key channels. - Represented the brand at over 40 global events, securing new clients and significantly increasing visibility in the USA and EU markets. - Developed scalable messaging frameworks and streamlined integrated marketing solutions through effective cross-functional collaboration. - Received the prestigious Founder’s Award for transformative marketing leadership and delivering exceptional results in a short timeframe.

I led a team of 19 marketing and inside sales professionals, setting goals and offering mentorship. I developed annual strategies spanning SEO, SEM, social media, and promotional content. I crafted a marketing attribution framework to pinpoint the optimal channel-budget mix. In collaboration with cross-functional teams, I enhanced brand visibility and fortified our sales pipeline. I orchestrated Syngene's Annual Operating Plan, focusing on diverse marketing channels, and adeptly allocated resources, setting and tracking targets. Leveraging insights from market trends, I made data-driven decisions to optimize our marketing strategies. My efforts were acknowledged with the Org-wide Individual Excellence Award in March '22.

I excelled in positioning and targeting key audiences, using this expertise to craft tailored marketing strategies across multiple channels. In collaboration with global vendors, I efficiently heightened brand awareness and generated demand. My leadership in multi-channel campaigns resulted in a 57% jump in website traffic and a 16% increase in sales. I proactively adapted to market shifts, aided by insights from our regional business team. My integration skills in marketing technology earned us a special mention in the international Stackie Award 2021.

**Experience Summary:** I spearheaded the implementation of Salesforce CRM and Pardot marketing automation, tailoring them to specific business objectives. Founding a dedicated four-member team, I drove internal brand awareness and demand generation initiatives. I transformed our brand positioning by relaunching our website, crafting over 100 content pieces, and devising an expansive social media and outreach plan. To enhance our reach and conversions, I incorporated outbound marketing strategies, including email campaigns, Google Ads, and LinkedIn Ads.

Managed a team of size: 4 direct and 3 indirect • I led a team of 4 to develop and implement comprehensive digital marketing strategies across various channels, including email, social media, and paid advertising, generating approximately $3.4Mn in additional revenue from current accounts and securing three new accounts. • Spearheaded the sales pitch and won the Cuna mutual multi-channel campaign project for the company worth $1.5Mn. • I created a customer experience map for Google to examine the digital customer journey for Google Express and identified the gaps to optimize the omnichannel communication strategy. • I successfully planned and implemented email marketing automation projects for several companies, including Google, Brookdale, Horizon, Cuna Mutual Group, Edward Jones, AHS, ACCO, and Philips, using Agility Harmony, Salesforce Marketing Cloud, and Pardot. • Responsible for Paid Advertising for 5+ clients as an Account Manager. Identified, analyzed, and explored new avenues of additional business for the clients.

• I led a global campaign management team of 16 members and was responsible for managing a budget of over $4.5 Mn, maintaining client relationships, and driving growth o Strategic partner to brand teams in planning and executing multi-channel campaign automation. o I played a crucial role in driving pre-sales activities during client pitches and coordinating with internal stakeholders. • I traveled to Canada and the United States to implement end-to-end remote engagement platform integrations for global pharmaceutical companies, including Allergan, Horizon Pharma, Pfizer, Promius, UCB, Biogen, and Alexion.

• Deployment of Marketing Automation Platform integrated with Salesforce.com o Deployed a comprehensive SaaS-based Multi-channel Marketing Automation platform. o Designed processes to connect the platforms to databases using APIs and web services. o Collaborated with cross-functional teams to ensure campaign success. • Implementation of a Cloud-based Remote Engagement platform with Salesforce.com o Novel solution to streamline the processes that reduced the ongoing costs by 32%. o Complete Data Integration and Analytics in Salesforce.com for real-time review. o Analyzed campaign performance data and made data-driven decisions to optimize campaign strategy.

Major Territories worked on: Europe, Asia, Middle East and North & Central America Managed a team of size: 2 Driving more than 40% growth on an INR 100Mn portfolio for two consecutive years: • I created a playbook for increasing traffic to himalayawellness.in using Google search ads, remarketing display ads, video ads, in-app promotion, social media posts, affiliate marketing, online marketplaces, and CRM. • Developed and managed marketing budget, driving cost-effective campaigns and maximizing ROI. • Designed and executed automated email marketing campaigns utilizing Salesforce, Mailchimp, and ConstantContact to boost new sign-ups and repeat online purchases in the Indian and Europe markets. • Established a reliable CRM system framework to track and evaluate traffic, engagement, and conversions from online and offline stores and utilized this information to optimize bottom-of-the-funnel marketing efforts. • Conducting A/B testing and optimizing marketing campaigns to identify the most engaging content and other factors influencing decision-making. • Analyzing website data using Google Analytics to understand customer behavior and work with the design and development teams to optimize the website features for conversion and usability. • Developed strategies to improve the monthly active user base while maintaining stickiness by targeting the user at each step of their journey. • Agency Management – Work in close coordination with the advertising agencies.

Major Territories worked on: Africa, Middle East, India, and Sri Lanka • I reduced the annual marketing expenditure by 26% by planning and implementing a lead lifecycle program through automated email marketing campaigns to replace direct mailers. • Managed day-to-day marketing operations, including (but not limited to) end-to-end setup of marketing campaigns in CRM, campaign launches, industry events, extensive reporting, and client engagement. • Played a vital role in rebranding the organization and product ranges working with top agencies in the country.

• Responsible for making pitch decks and product presentations, working with BD heads to help the Sales team acquire new business. • Acquired a working knowledge of social media, paid advertising, SEO, Google analytics, Social Listening, and CRM. • Monitoring market trends and competitors' activities to identify opportunities.

Marketing & IT/Operations