Social Media Marketing
Resume:
AJAY MURTHY
San Francisco Bay Area
adcpz5@r.postjobfree.com
HIGHLIGHT: Harvard MBA with 15 years of executive leadership, general management, strategy, marketing, business development experience with recent executive management positions at PubMatic, Tricentis, Convergys, Microsoft, AT Kearney, & VC/PE funded tech- startup companies. Delivered revenue growth at startups and large cos. EXPERIENCE
2014 – Present PUBMATIC (Marketing/Advertising Automation SaaS Co) BAY AREA, CA Vice President Marketing
As part of the Executive Leadership Team, successfully transformed PubMatic into an exciting high growth company and a leader in the Marketing and Advertising Automation space. Currently responsible for driving revenue growth from marketing programs including launching new innovative products to the marketplace, thought leadership, marketing campaigns, and increasing brand awareness worldwide. Played a lead role in defining a new marketing automation strategy, vision and mission, and successfully rolling out new products in the marketplace and driving revenue growth from ARR $30MM to $110MM in 4 years. Some of the highlights of the leadership experience include:
• New Product Launches – Based upon the new positioning around marketing automation, streamlined the product portfolio. Launched exciting new products like Real-Time Analytics, Mobile/Video/Native Ads and Programmatic Direct. Successfully managed relations with key analysts like Gartner, Forrester, and IDC to drive the awareness with influential industry analysts. Worked with Forrester to position PubMatic as the leader in its category. Worked with Gartner to position PubMatic as a leading vendor for analytics and marketing automation solutions.
• Global Content Marketing and Demand Generation/ABM Campaigns – Successfully drove content marketing campaigns across multiple media globally that included webinars and thought leadership content. In addition to campaigns, managed global trade and client event conferences. Launched Analytics at the global client and partner conferences with over 400 attendees in New York, London and Sydney in 2013. Also launched new client thought leadership events in various cities that drove targeted leads. In addition, successfully launched Marketo/Salesforce to marketing and sales organization to drive operational effectiveness.
• Global Media Awareness – Was responsible for driving company reputation with a global reputation in NA, EMEA, and APAC regions. Been a dynamic spokesperson for media and speaker at industry events. Recruited new PR agency to drive national, local, and trade communications. Relaunched SEO/SEM, blogs, and leveraged social media sites like LinkedIn, Twitter, Facebook, and Google+ to drive traffic to the website. Results include an increase in y/y positive coverage by 40%. 2012 - 2014 TRICENTIS (Enterprise Software/SaaS Co) BAY AREA, CA Chief Marketing Officer (CMO)
As part of the Leadership Team, successfully grew Tricentis a leader in the Enterprise Software/SaaS software testing space from ARR $10MM revenues to $30MM in revenues in 2 years. The revenue growth came from marketing programs including launching new innovative products to the marketplace, thought leadership marketing campaigns, and increasing brand awareness worldwide. Some of the highlights of the leadership experience include:
• Repositioned Tricentis Brand – Worked with the senior executives to define the new strategy, vision and mission for the company. Led a very successful worldwide repositioning of Tricentis brand. The brand repositioning included streamlining businesses, product/solutions, and value propositions. Worked with businesses and employees to launch the campaign worldwide and communicated the brand message to all stakeholders of the company. The result was a stronger awareness from clients/prospects, employees, investors, and media.
• Streamlined Product Marketing – Based upon the above repositioning, streamlined the product portfolio. Launched exciting new products like Mobile Testing and SaaS Testing. Successfully managed relations with key analysts like Gartner, Forrester, Voke, and IDC to drive the awareness with influential industry analysts. Worked with Gartner to successfully move from the “Visionary” quadrant to “Leader” quadrant. Was also responsible for all briefings and strategy days with the analysts.
• Implemented Lead Generation System – Successfully implemented Marketo and Salesforce System to drive lead generation campaigns. Successfully launched Marketo and Salesforce to marketing and sales organization. Within a year, improved marketing campaign effectiveness/ROI, and lead generation pipeline for sales. Increased marketing pipeline by 50% that led to y/y revenue growth of over 50%.
• Launched Demand Generation and ABM Campaigns – Successfully drove content marketing campaigns across multiple medium globally that included webinars and thought leadership content. In addition to campaigns, managed global trade and client event conferences. Launched a successful global client and partner conference with over 300 attendees in Vienna, Austria. Also launched new client thought leadership events in various cities that drove targeted leads.
• Launched Content Marketing Campaigns – Launched new tactics like SEO/SEM, blogs, and leveraged social media sites like LinkedIn, Twitter, Facebook, and Google+ to drive traffic to the website. Results included more than 5X website traffic and page views from the social sources in a matter of 12 months.
• Increased Global Media Awareness – Was responsible for driving company reputation with a global reputation in NA, EMEA, and APAC regions. Been a dynamic spokesperson for media and speaker at industry events. Recruited new PR agency to drive national, local, and trade communications. Results include an increase in y/y coverage by 50%. Ajay Murthy Page 2 of 4
2007 - 2012 CONVERGYS (CRM SaaS/Services Co.) (NYSE: CVG) BAY AREA, CA CMO/Vice President & Head of Global Marketing & Communications As part of the Executive Leadership Team, successfully transformed Convergys into a global leader in CRM SaaS products and services company. Convergys, a $2B technology company, provides CRM SaaS solutions and services to Fortune 500 companies. The marketing and comm. the division is responsible for driving revenue growth from marketing programs including launching new innovative product/solutions to the marketplace, thought leadership, marketing campaigns, and increasing brand awareness worldwide. In the past 5 years, the division has played a critical role in defining a new strategy, vision and mission, and successfully rolling out the strategy to the marketplace and driving revenue growth. Some of the highlights of the leadership experience include:
• Repositioned Company & Brand – Worked with the senior executives to define the new strategy, vision and mission for the company. Led a very successful worldwide repositioning of Convergys brand. The brand repositioning included streamlining businesses, product/solutions, and value propositions. Worked with businesses and employees to launch the campaign worldwide and communicated the brand message to all stakeholders of the company. The result was a stronger awareness from clients/prospects, employees, investors, and media.
• Streamlined CRM Product/Solutions – Based upon the above repositioning, streamlined product/solution portfolio for the different lines of businesses. Created high-performance product marketing teams that focused on shipping product/solutions that were aligned with market needs. Launched new product and solutions to existing and new markets. Results were incremental revenues for the divisions.
• Launched Vertical Solutions – Created new industry solutions that were aligned with client pain points in key industries like financial services, communications, technology, and retail. Introduced new marketing tactics like customer advisory board and industry meetings that significantly increased the client engagement and awareness and greater revenues.
• Introduced Content Marketing – Successfully created a thought leadership program that generated insightful articles for clients. The program included conducting worldwide primary research, engaging industry leaders in the research program, and publishing articles in leading publications like the Harvard Business Review (Sept, 2009), Forbes.
• Launched Social Media/Web 2.0 Marketing – Successfully created and launched new online community marketing by launching blogs, podcasts, and leveraged social media sites like Facebook, Linked In, Twitter, and others to drive traffic to the website. Results included more than 3X website traffic and page views in a matter of 2 years.
• Increased Global Media Awareness – Was responsible for driving company reputation with a global reputation in NA, EMEA, and APAC regions. Been a dynamic spokesperson for media and speaker at industry events. Results include increasing positive media coverage to 72% as all-time high and increasing positive coverage 30%+ annually a record for Convergys.
• Launched ABM and Integrated Marketing Campaigns – Responsible for driving awareness and lead generation campaigns across multiple medium globally. Launched new tactics like Web 2.0 digital marketing (SEO/SEM, Social Media, Webinars) that increased the ROI by 3X for marketing spend. Within a year, improved campaign effectiveness, ROI, and lead generation for sales. Streamlined processes and systems that reduced the time to close deals in the pipeline. Grew the CRM SaaS revenues from $300MM business (in ‘08) by 17% annually. 2008 - 2012 Downtown Cincinnati Improvement - Non Profit Organization CINCINNATI, OH Board Member – Actively worked with key public leaders and executives to oversee key initiatives to drive economic growth. 2004 - 2007 ZANGO (Internet Search/Display Ad Network) SEATTLE, WA Senior Vice President Marketing & Business Intelligence As part of the Executive Team, successfully led Advertising Operations at Zango. Zango provides online search marketing services to over 6,000 global online advertisers (including Expedia.com, Priceline.com) and access to an online network of 20MM ww users. Deloitte and Inc. 500 rated Zango, a leading internet search-marketing provider one of the fastest growing cos in the northwest with FY04 Rev of $55MM & EBITDA profitable. The Marketing and Intelligence division is responsible for marketing and optimizing the online advertising platform, online user experience, business intelligence, and market research. The division played a major role in growing the revenues by 2.5X in FY04 to $55MM. Some of the highlights of the leadership experience include:
• Marketing – Led the product teams that were responsible for developing, managing, and upgrading internal tools and online website for advertisers. Optimized Ad delivery to users and increased satisfaction and lifetime value of users. Increased advertiser satisfaction by increasing their ROI by optimizing advertising campaigns through proprietary Ad targeting technology, keyword suggestion tools, and great customer service.
• New Ad Products & Geographies Expansion – Led the launch of two new behavioral products at a recent AdTech conference that was highly successful with the advertisers both International and the US. These were Behavioral Ads and Contextual Ads for advertisers to provide incremental Ad inventory based upon user behavior and purchase history. Increased advertiser conversion rates, increased ROI and generated incremental revenues for the company.
• Market Research – Successfully led a market research team that was responsible for getting feedback from advertisers and the users. Surveyed customers and users to get feedback on pricing, satisfaction, and other issues. Used data to improve customer service, products, and other business processes within the company.
• Business Planning & Intelligence – Successfully led business planning and goal setting for the various divisions within the company. Built and led a high performing team of business and data analysts to provide robust information and analysis on real-time business performance. Solved business problems by analyzing performance data to optimize revenues. Also, provided hourly, daily, monthly reporting to all employees of the company. Responsible for metrics definition, data collection and data analysis for various divisions within the company. Ajay Murthy Page 3 of 4
2002 - 2004 INFOGROUP (NASDAQ: IUSA) SEATTLE, WA
Senior Vice President, Business Development
Reported to the CEO and successfully led the business development group at InfoGROUP. InfoGROUP is a publicly traded NASDAQ company with $600MM rev. that provides information related products and services. InfoGROUP owns a proprietary information database of 250 Million Consumers and 14 Million Businesses. The Strategic Alliances division provides a database to technology companies (Microsoft, AOL, Yahoo!, etc) that build the following solutions: Internet/Enterprise Portals, CRM software, and Wireless/Location Based Info apps. Played a major role in realigning the divisional strategy, managed $30MM in revenues, and added $5MM in new business. Some of the highlights include:
• Key Strategic Deals with AOL Time Warner & Microsoft - Successfully sourced and negotiated multimillion-dollar complex deals with AOL TW and Microsoft’s Business Solutions Group, one of the 7 P&Ls at Microsoft. The AOL deal included licensing InfoGROUP content and technology to the AOL Yellow Pages/Search Group. The Microsoft deal included the license of InfoGROUP databases for their MS CRM product, Microsoft Office and MSN/bCentral web services. The deal involved building new web services platform for Microsoft products/services.
• Managed Sales, Marketing, & Client Service – Managed business development executives to drive new business. Developed a businesses plan to realign goals. Led outbound marketing campaigns (advertising, direct mail/email, and telemarketing) to generate brand awareness and sales. Managed the CRM process/issues for all existing customers. 2000 - 2002 BIDPATH CORPORATION SEATTLE, WA
VP Marketing & Business Development, Advisory Board Member Early founder and first business executive at Bidpath, a Seattle based startup that provides enterprise software for liquidating capital assets in Fortune 2000 companies. Played a major role in growing the business from bootstrap software development stage to funded market expansion phase. Primary responsibilities included planning, financing, marketing, recruiting, and business development. Some of the highlights include:
• Key Strategic Deals –
- Yahoo! & Amazon - Successfully sourced and negotiated two major deals with Internet companies within a period of 6 mos. Both deals involved extensive deal structuring/negotiations for an exclusive revenue sharing marketing relationship.
- EDS (eBreviate Division) – Signed up EDS as a strategic partner to resell Bidpath’s live auction technology to liquidate surplus and excess inventory at Fortune 500 companies. The deal allowed Bidpath to gain several clients including Bank of America, Enron, GM, and RCN.
- North American Equipment Dealer Association – Signed up North America’s largest Association with an exclusive endorsement to Bidpath’s product to the 6,000+ equipment dealers and auctioneers.
• Launched Partner Program - Built an Internet marketing affiliate program and sourced/signed up strategic partnerships with key Internet sites. Successfully recruited more than 25 online marketing partners within a matter of 12 months. The partner program included member benefits and revenue sharing opportunities.
• Raised $12MM Venture Funding - Responsible for preparing investor due diligence material, identifying and sourcing potential venture capital and corporate investors, and negotiating terms. Successfully raised two rounds of venture funding
($12MM+) from new and existing investors. Recruited several reputed Board of Advisors/Investors like Bill Sahlman
(Professor Harvard Business School), Nicholas Negreponte (Professor MIT Media Lab) and John Helm recent CEO of Springstreet division of Homestore.com.
1997 - 2000 MICROSOFT CORPORATION (NASDAQ: MSFT) SEATTLE, WA
.NET Enterprise Server Group Manager
Recent Microsoft marketing executive with a focus on business-to-business commerce and back office server products. Responsible for leading marketing, business development, and product management activities.
• BizTalkTM Server 2000 (enables XML based business process integration) – Successfully led the marketing and business development for the product. Responsibilities included:
- Business Planning - Worked closely with senior executives to develop and get buy-in on the business plan and product strategy. The plan included market opportunity, customer needs, product features, and positioning. Validated market potential through focus groups and customers interviews all over the world.
- Product Management – Aligned product development team to focus on customer requirements. Developed product requirements for the version 1.0 product. Recruited 300+ early adopters and customers for the beta program all over the world including Europe, Japan, Australia, and Asia. Conducted a detailed competitive analysis of key players in the Enterprise Application Integration and Business Process Integration software space. Also, developed a complete product pricing strategy for the different SKUs and channels.
- Business Development – Established key partnerships with independent software vendors and equipment vendors. Key partners included SAP, BAAN, Peoplesoft, Kewill, Dell, Compaq, IBM, and other key partners.
- PR - Developed the branding and messaging for the product. Successfully launched the product to global customers and partners through a successful media campaign. Worked and communicated with several key industry analysts like Giga, Gartner, IDC for positive write-ups on the product. Also, promoted the product at several Microsoft and industry trade shows.
• Business Operations Scenario Marketing –
- Business Planning – Developed a marketing plan to communicate Microsoft’s “Business Operations” solution to enterprise customers. The plan refined Microsoft’s messaging from pure products to a one-stop shop including product(s), consulting services, and partner solutions. Also, conducted competitive analysis on key players like Sun, IBM, and Netscape/AOL and presented to the senior Microsoft management team. Ajay Murthy Page 4 of 4
- Digital Nervous System (DNS) Strategy Launch - Successfully launched Bill Gates’s Business @ the Speed of Thought book on automating corporate business operations highlighting Microsoft's DNS strategy. The launch included a major sales channel, website, and multiple city tour promotion. The book ended up as an NY Times bestseller.
• BackOfficeTM 4.0 & 4.5 Server Marketing – Led all partner and business development activities for BackOffice family of products, including SQL and Exchange.
- Business Development – Coordinated all partner relationships for the product group. Responsible for all due diligence and analysis of potential acquisition candidates. Responsible for closing key revenue-generating deals with Great Plains Software and Solomon Software with exclusive support for the BackOffice product.
- Business Planning –
§ Embedded Microsoft NT Server: Developed a market entry plan for launching an embedded version for Microsoft's NT Server 4.0. The plan included detailed market sizing, focus segments like healthcare and Telco, customer requirements, strawman pricing, customer validation through interviews, and a Go-to market plan.
§ Unified Messaging - Developed a plan including market sizing, pricing and positioning strategy for the Exchange 4.5 product to penetrate the Unified Messaging market. Explored partnerships with key Telco vendors like Lucent and AT&T to launch services using Microsoft platform.
- Product Marketing – Re-launched BackOffice logo program designed for recruiting and certifying independent software vendors to efficiently develop and market their third-party software products using the BackOffice platform. The re- launch added more than 200 new vendors over a period of 12 months. Offered marketing benefits to vendors to leverage the Microsoft brand. Worked with Penwell publishing to create and launch the BackOffice Resource Kit for the BackOffice product (showcases 3rd party products). 1991- 1997 A.T. KEARNEY SAN FRANCISCO, CA
Management Consultant, High Tech Practice
Consulted with major global Fortune 100 Company on strategic management and IT issues
• Marketing Strategy: Managed strategy development for senior management of a major global information technology (IT) service provider for financial institutions
- Conducted market segmentation and competitor analysis, which included conducting client, competitor and customer interviews, research, and analysis. Based upon the competitive and an economic value analysis (EVA), recommended an IT service offerings portfolio strategy
- Developed a Product Management/Marketing strategy for the various product/service offerings including 1997 business plan. The plan resulted in a successful launch of new products like internet services (Internet Home Banking, Internet Trading) and client-server development
- Managed client teams to re-engineer organization to serve new products in existing and new markets
• Corporate Strategy: Advised CEO of an IT company to realign its business portfolio based upon market needs. Executed a market survey for CIOs to understand the current and future IT customer needs. Client recommendations included divesting non-core and value-destroying businesses and entering higher growth-related businesses
• Digital Economy: Managed an intellectual capital project to assess the growth of the digital economy in the hi-tech industry
(semiconductor, networking, storage devices, computer and diversified). Developed best practices for the level of investments in digitization within different sectors of the industry and recommending business practices
• Business/Client Development: Prepared proposals and presentations to senior client management EDUCATION
HARVARD BUSINESS SCHOOL BOSTON, MA
Master in Business Administration. General Management - Focus in Marketing and Finance. Awarded Harvard Business School Fellowship.
UNIVERSITY OF SOUTHERN CALIFORNIA LOS ANGELES, CA
Master of Science degree in Engineering. Received the Dean’s Powell Research Fellowship Award. Received the Outstanding Academic Achievement Award.
INDIAN INSTITUTE OF TECHNOLOGY NEW DELHI, INDIA
Bachelor of Technology degree in Engineering, Received Best Graduating Engineering Award, Atul Memorial Award, and Indian Government Merit Scholarship.
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