Sr Manager - Products & Marketing
Resume:
RADHIKA ANAND
Folsom (Sacramento Area), Northern California
Ph: 916-***-****
**********@*****.***
I am a Computer Engineering graduate, with US Permanent Residency, MBA and 8+ years of
experience in Software Product Management, all areas of Direct & Channel Marketing and
Pricing Analysis. I thrive in dynamic & challenging environments where I have the opportunity to make a meaningful contribution to the bottom line and where I can grow. My areas of specialty
are:
Marketing Collateral Development
SEO, SEM & PPC Advertising
GTM Product Positioning & Messaging
Brand Promotion & Management
MS Office Tools, Agile Methodology
Direct & Email Marketing Campaigns
Product Lifecycle Management
Budget Preparation & Execution
Competitive Review & Analysis
Revenue Forecasting & ROI Analysis
Business Planning & Product Strategy
Marketing Communications/PM
EXPERTISE & ACHIEVEMENTS
Development & Execution of Company-wide Direct & Channel Marketing Strategy
o Manage Marketing Budget & Allocate Funds Based on Marketing Strategy
o Develop Marketing Collateral for End Users and Channel Partners
o Drive Channel & End User Marketing Initiatives & and Measure ROI (SalesForce)
o Develop, Execute & Measure Comprehensive GTM Strategy & Launch Plans
o Collaborate with Internal & External Stakeholders on Design Projects, Channel
Incentives & Communication
o Prepare & Publish Client Case Studies, Press Releases, Articles & Partner
Newsletters – see samples here
o Implement Partner Marketing Strategies to Aid Consultative Selling Process
o Tradeshow/Event Coordination, Management and ROI Analysis
o Develop, Manage & Measure Success of SEO/SEM/PPC Campaigns
o Lead/Manage Staff Remotely To Execute Successfully On Strategy
On-Time Launch & Maintenance of Software and Hardware Products
o Champion Product Ideas from Concept to Revenue
o Create Business Plans and Present to Senior Management
o Conduct Primary Market Research for Requirements Gathering
o Prepare MRDs, Use Cases and Market Positioning Documents
o Collaborate with Offshore Development Teams to Design, Develop, Test &
Manage Project to Completion
o Develop & Execute Go To Market (GTM) strategy for new products
o Prepare Product Collateral for Targeted External Messaging
o Develop and Deliver Training to Sales Team & Distribution Partners
o Manage Product Through Various Stages of its Lifecycle
Manage Implementation of Strategies & Programs to Enhance Product Margin
o Regular Competitive Pricing Analysis
o Create & Analyze SAP-based Profitability Reports
o Manage Volume-based Pricing for Strategic Accounts
Timely Product & Process Rollouts for Direct Positive Revenue Impact
o Gap Analysis to Implement Efficient Processes
o Project Management of End-to-End Deployment
PROFESSIONAL EXPERIENCE
Senior Manager, Products & Marketing
FTR Limited, Folsom, California 05/12–
Present
Reporting to: Executive Vice President/GM
Responsible for development of the companywide product & marketing strategy and successful
execution of the same. Working remotely for the last 6+ years.
As the Senior Manager overseeing Product Management & Marketing activities, I am responsible for ensuring the timely launch of new solutions and upgrades that meet existing and new customer requirements, as well as overseeing the execution of various marketing programs catering to both the Distribution Channel (Partners) as well as End Customers. In addition to performing the traditional Product Management duties of requirements gathering, inter-departmental collaboration, product rollout and lifecycle management, I am also a key contributor to setting the short- and long-term product strategy that aligns with the Operating Plan.
Accountable for creating & maintaining the companywide marketing budget, supervising
allocation of those funds across various marketing programs, routinely collaborating with cross-functional internal teams as well as external vendors to develop targeted marketing collateral, partner promotions, integrated awareness campaigns and other tools for enabling consultative selling and overseeing various marketing communication activities that align with product launches. I also oversee the creation of a quarterly partner newsletter as well as other internal & external marketing collateral and press material.
Product & Marketing Manager
FTR Limited, Folsom, California 07/05 – 05/12
Reporting to: VP of Products
Since 2008, have been successfully executing on responsibilities associated with role of both a Product Manager (PM) and a Product Marketing Manager (PMM). Responsible for development & execution of end customer and partner marketing strategies, website management, expanding online presence through effective usage of social media tools, preserving and/or increasing brand recognition, appropriate allocation of marketing funds & presenting resulting ROI to Senior Management.
Responsible for developing & implementing measurable direct and channel marketing programs
encompassing a variety of media (online, print, webcasts etc), optimally allocating marketing dollars across various initiatives to maximize awareness & ROI, brand preservation, promotion and management and collaborating with stakeholders companywide to craft and successfully execute a Go-To-Market strategy for new products.
Additional duties include revenue forecasting and tracking, training key customers/channel
partners, tracking effectiveness of marketing programs and tweaking as necessary, maintaining competitive intelligence and leading website content management and administration.
Pricing Analyst
Insight Enterprises, Tempe, Arizona 03/03 - 06/05
Reporting to: VP of Pricing and Margin Management
Proactively developed and implemented strategies & programs to improve and protect product
margins while minimizing obsolescence risk.
Major responsibilities included conducting Pricing Analysis by evaluating company markups
relative to competitors, creating and maintaining profitability reports to highlight changing margin trends & collaborating with Product Management to manage inventories.
Additional duties included ensuring that overall pricing strategies were aligned with industry standards, partnering with key stakeholders to ensure special buy-ins are priced to maximize profitability and managing volume-based pricing for strategic accounts.
Product Specialist 01/01 – 06/02
Telstra Corporation, Melbourne, Australia
Consistently delivered smooth and timely product and process rollouts resulting in direct,
positive impacts to divisional revenue & quantifiable business efficiencies.
Responsibilities included discerning User Requirements and creating Product
Specification documents, conducting gap analysis to implement new, more
efficient business processes, liaising with key management and technical staff to
facilitate product and process roll-out and managing end-to-end process
implementations using MS Project, Lotus Notes and SQL.
Additional duties included serving as a primary point of contact to ensure smooth product
deployment from end-to-end while maintaining the desired QoS.
EDUCATION:
Master of Business Administration 07/03 – 07/05
Arizona State University, Phoenix, Arizona GPA: 3.94
Bachelors in Electrical & Computer Engineering 1/96 - 12/00
Monash University, Melbourne, Australia (I class Honors)
Bachelors in Physiology (Dual Degree Option) 1/96 – 12/98
Monash University, Melbourne, Australia (I class)
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