Product Marketing/Management

Sri V. Raghavan

SENIOR MANAGEMENT: Product Management/Marketing, Corporate Strategy, Channel Management & Customer Analytics

Phone: 510-***-**** E-Mail: *********@*****.***

Results-driven executive offering a strong balance between business savvy and technical capabilities. Possesses a proven track record of 15+ years of experience devising product, marketing and sales initiatives that drives the performance and profitability of diverse organizations, across the financial services, health care, and management consulting industries. Overseen analytics and research agendas to effectively align corporate goals and financial objectives with strategic planning and resource allocation. Capitalized on superior communication and problem solving skills to identify key areas of product growth and development while crafting high impact marketing programs with an aim to translate product strategies into successful tactical measures. Built top-performing, global teams with minimal turnover, providing the training and support needed to meet and exceed both client and business expectations.

Channel Management ● Market Research ● Web Analytics ● Product Life Cycle Management ● New Customer Acquisitions ● Product Strategy● Direct and Digital Marketing ● Competitive Intelligence ● SEM/SEO ● Project & Program Management ● Data Warehousing ● Regulatory Compliance ● Budgeting ● Client & Vendor Relations ● Product Marketing ● Team Leadership & Motivation

PROFESSIONAL EXPERIENCE

BMC Software Inc. Sunnyvale, CA ● 2009-

Industry leader in Web Application Performance Management

Lead Product Manager, Cloud Products, Business Intelligence, and Web Analytics Solutions

Assuming full responsibility for the development, deliver, and evangelism of a suite of application solutions for large and mid enterprises that focuses on providing cloud performance monitoring, Web Analytics applications and Advanced Reporting & Business Intelligence solutions. Roles and responsibilities include assuming the P&L for three product lines and functional oversight of a group of development engineers, UI specialists, project managers, and QA specialists while deeply involved in crafting the marketing message and collateral development.

● Managed the execution of a new company wide initiative to deliver performance monitoring as a service delivered to customers of Content Delivery Networks such as Akamai. Established an exclusive entry into a market whose TAM size is over $1 Billion (http://finance.yahoo.com/news/bmc-software-delivers-industry-first-114500199.html)

● Conceived product concept, developed the roadmap, and executed the strategy for the first release of TS-Performance Reporting SaaS Service. This product was released in a record 5 month time frame from concept to Controlled Introduction. This solution involved virtualizing the reporting engine and creating unique customer access to reports stored on the Amazon EC2 servers. Customer bookings in first six months were over $500,000 in recurring revenue.

● Conceived product concept, developed the roadmap, and executed the strategy for the first release of the Analytics in a Box (AIB) web analytics solution with a first of its kind full integration of site Performance and Analytics data.

● Developed and managed the growth of a successful channel of over 6 partners for reselling AIB as a product and supplemental web analytics services in North America and Europe.

● Owned P&L responsibility for the Business Intelligence product line (Truesight – Business Intelligence) that accounted for over $4 million in sales per year with over 80 customers.

● Managed the development and delivery of the Edgeview product that monitored the delivery of web content by Akamai and other Content Delivery Network (CDN) providers

● Championed the BMC/Coradiant brand and suite of products by contributing to blogs, writing professional articles, participating in industry events and roadshows, and assisting the Salesforce actively with meeting existing and potential customers

● Identified as a key member of the Coradiant staff that wer e involved in the successful acquisition of Coradiant Inc. by BMC Software for nearly 8 times the annual revenue figures. Was among the 10% of employees designated for significant awards of financial and stock incentives designed to retain top performers

BARCLAYS GLOBAL INVESTORS (now Blackrock), San Francisco, CA ● 2007 - 2009

World’s largest asset managers of Exchange Traded Funds (iShares)

Principal, Marketing/Customer Analytics (Relationship Marketing and Insights – Director level equivalent)

Developed a solid research and analytics competency within the organization. Oversaw the usage of statistical and data mining methodologies on primary and secondary data gathered via CRM platforms, surveys, and managed databases to understand product usage and sales cycle maturity and customer behavior. Defined Business Intelligence (BI) systems and implementation processes to facilitate integration with and maintenance of centralized data domains. Liaised with key organizational groups to ensure IT alignment with strategic business objectives. Cultivated and managed relationships with agency partners, software vendors, and consultancy services providers. Exercised authority over a $3M department budget

• Defined the product roadmap for the iShares Tools Suite and established the queue of bug fixes and desired enhancements

• Acted as business owner and product manager for BGI’s Product Knowledge Base (PKB) tool

• Managed the Web Analytics capabilities that involved cross functional interactions with the Digital Marketing, Web Development, Market Research, and iShares Brand Management Departments with a view to understanding a daily site (ishares.com) visit volume of 12,000 across various engagement channels (e.g., Tools, Webinars & Education)

• Extended Web Analytics capabilities in areas such as Search Engine Marketing (SEM), Multi-variate testing and led efforts in technology innovation using tools such as HBX, Omniture Site Catalyst, and Google Analytics leading to improved client experience. During the 6 month implementation period site traffic volume increased by at least 25% in crucial areas of the site such as Tools and Fund pages

• Developed an Engagement Score measure to understand degree and relevance of customer interaction with iShares product and Sales lines with a view towards segmenting clients based on specific areas of engagement (e.g., Direct Marketing versus Roadshow attendance). The measure allowed a more granular focus on channels and advisor personas while also enabling post program implementation assessment of the impact of customer interaction on increased product awareness and/ or adoption

• Improved a long used sales lead passing algorithm where “hot” sales leads are selected and passed to Sales for contact by focusing on high share of wallet potential client base and increased the contact set by 15% or about 1,750 advisors

• Facilitated the regular maintenance and upgrade of the onsite contact management system through the Saleslogix CRM system. Participated in bi-weekly operational development sessions to minimize data duplications, maximize data accuracy, implement audit measures, data cleansing, and data transformation into CRM, Web, and the iShares database platforms. Year end audit showed a 75% increase in data accuracy and measurement validity

• Conducted a data mining proof-of-value early in the Business Intelligence life cycle to identify data (and combinations thereof) for predictive value purposes. This led to a cost savings of nearly 30% during systems implementation

• Facilitated the conceptualization, design, and implementation of the in house contact management tool Prospector that enabled crucial analyses on: Pipeline availability and holes, Sales Cycle, Sales Forecasts, Sales Win/Loss trends

• Played a central role as a senior committee member of the companywide Continuous Improvement Group to propose, execute, and oversee the implementation of a strategic plan to increase the scope of reach to financial advisors with >$100 Million in Assets Under Management

• Worked with the Marketing Communications group within the context of the Voice of the Customer program to conduct focused customer and brand research to enhance product offerings that provide increased benefit to strategic customers

WASHINGTON MUTUAL CARD SERVICES (now JP Morgan Chase), San Francisco, CA ● 2004 - 2007

Vice President, Marketing Services (Customer Acquisitions)

Managed all aspects of IT operations, campaign management, and analytics for the Small Business, Partnerships, Cross Selling, and Invitation to Apply product channels. Oversaw the entire campaign management process to ensure full compliance with state and federal regulatory body procedures. Collaborated with credit risk, list management, and systems development partners to ensure the selection and targeting of high value customers while minimizing delinquency and loss rates.

• Developed, managed, and provided pre and post-deployment support for a Free Checking product. Created the process for a direct mail campaign for up to 75 million Free Checking offers per year Associated with a campaign creation methodology was the development of an analytical framework to monitor responses, usage, and suppressions

• Managed co-branded customer acquisition process for 19 partnership products (e.g., ESPN, eBay, HSN) and Invitation to Apply campaigns generating over 500,000 and 300,000 new accounts overall respectively

• Developed an analytical framework for Outbound Telemarketing processing that generated cost savings of $500,000/year

• Developed new processes and identification rules with vendor teams to establish a B-to-B framework for creating a Small Business prospect database. This project is ongoing and initial tests project a likely addition of 27 million new Businesses as prospects

• Developed new processes with vendor team to establish a Consumer Data Integration (CDI) strategy to better identify new and existing prospects for customer acquisitions. New CDI resulted in the addition of nearly 6 million new prospects within a year

• Led a team of 14 professionals (project managers, analytical leads, programmers and analysts) for campaign execution with a yearly salary only budget of $600,000

• Built key strategic relationships with third parties such as Acxiom and Merkle and created a best practices schema for vendor governance

• Negotiated contractual terms for data delivery and retention, service pricing, and vendor service level agreements

• Developed a Project Management infrastructure that included a schema for creating project plans, gathering requirements, and creating a flow for design, development, quality assurance, and project delivery with set timelines and dependencies

ONCOLOGY THERAPEUTICS NETWORK (Bristol Myers Squibb), South San Francisco, CA ● 2003 - 2004

Project Lead (Product Strategy and Analytics)

Assumed critical Information Services management and analytics roles with responsibilities for intelligence gathering, research, and product strategy for pharmaceutical clients, health care providers, and in-house Marketing and Sales teams. Acted as a principal advisor for the vice president and directors of sales with regards to the nature of analyses and supportive evidence required to increase field awareness of company products and services and to enhance likelihood of entering into data provision agreements.

• Drove reengineering of data integration (ETL) application using SAS and Microstrategy while achieving a 200% gain in productivity

• Involved in crucial Data Analysis Agreements (DAA) negotiations and securing key contracts for Product Development and Market Segmentation Analysis with a total value of $2mm

• Managed the Delivery of Web reporting to 725 oncology clinics and major pharmaceutical and biotech market research and sales force subscribers while providing longitudinal business intelligence on clinical treatment from data integrated daily for an average of 50,000 concurrent cancer patients

• Developed analytical methodologies and algorithms for drug usage analysis and drug regimen refinement

COMPUWARE CORPORATION, Madison, WI ● 1997- 2003

Joined the company as a junior Information Systems consultant and quickly rose through the ranks to lead off site projects with management responsibility of up to 4 Compuware consultants and 11 outside consultants and agency partners. Collaborated with systems integrators to successfully merge third party databases, in house mainframe systems, ETL tools into a seamless analytics platform that was used for querying, reporting, policy and decision making purposes. Ensured compliance with industry standard Business Intelligence best practices.

Data Warehousing and Business Intelligence Consultant (Professional Services)

• Created detailed prototypes, design, and development of the Data Warehouse for the Child Care and Performance Standards data marts for the State of Wisconsin, Department of Welfare Services. These data marts resulted in cost savings of $4.5 million each year in the form of increased program monitoring, timely reporting on agency participation, and other operational efficiencies

• Cultivated an advisory relationship with customer steering committees and project teams to effectively manage agency expectations and facilitate cooperation

Career Note: Additional employment history includes consulting roles at John Deere Credit Corporation and American Family Insurance, Madison, WI; as Research Analyst, Forest Products Laboratory, Madison, WI; as Graduate and Undergraduate course instructor at the University of Wisconsin – Madison and Temple University, Philadelphia, PA. Details provided upon request.

EDUCATION

Ph.D. Candidacy (ABD) in Management – University of Wisconsin – Madison [1999]

Master of Arts in Political Science (International Relations) – Temple University, Philadelphia, PA [1994]

Master of Arts in Economics – Temple University, Philadelphia, PA [1992]

TECHNICAL SKILLS & TRAINING

Web Analytics ● HBX (Hitbox/ Website Story), Omniture Site Catalyst, Google Analytics, Google Urchin

Business Intelligence and ETL tools ● Business Objects, Microstrategy, Informatica, Saleslogix CRM Systems

Statistical Language/Software ● SAS, SPSS, STATA, SORITEC, LIMDEP, S PLUS, MINITAB

Databases ● IMS, DB2, Oracle 9I, MS-ACCESS

Programming Languages ● C++, Basic, HTML, COBOL, JCL, JAVA, PL-SQL, SQL Plus 3.3

Professional Training ● Informatica Power Mart 5/ Power Center 5, Java 2 and IBM Visual Age, Advanced SAS

AWARDS/HONORS

• National Science Foundation Grant for $75,000: Decision, Risk and Management Science Division

• Doctoral Consortium Member: Academy of Management Entrepreneurship (1999) and International Business Divisions (1997)

• Outstanding Reviewer Award: Academy of Management

• Graduate School Fellowship and research funding: University of Wisconsin-Madison and Temple University

• Refereed papers/presentations and book chapters accepted for publication in the Annual Meetings of the Decision Sciences Institute, Academy of Management Meetings, Association for Welfare Research and Statistics Meetings, and Conference Proceedings of the Institute of Behavioral and Applied Manag

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