Budget management/Vendor management• Reworked the budgeting process with the CMO and Finance by bench-marking against B2B industry metrics. Realized $100k in savings by renegotiating contracts with vendors based on changing business goals.Forecasting/GTM Planning/Campaign ROI/Analytics• Set lead funnel goals and set program spend using forecasting models and reverse waterfall metrics – work with CMO, Demand gen and Customer marketing.• Realized 15% savings in marketing spend by cutting back on ineffective channels/tactics based on channel level lead and pipeline data ROI analysis.Martech and Operations• Implemented Drift, Datorama, Wrike, Cvent, GlobalMeet, Aprimo Digital Asset Management to streamline processes, enhance capabilities, reporting and marketing asset sharing.• Implemented and administered 6Sense to build an ABM strategy with Marketing and Sales leaders to address our new account outreach (dark funnel) and customer cross-sell/up sell campaigns.• Improve operational efficiencies in the Marketing funnel. Reduced the unqualified lead volume by 60%.

Created and executed analytics vision from the ground up by designing and improving marketing technology/ data infrastructure to align with GTM/ demand gen strategy. Implemented self-serve analytics dashboards and delivered ad-hoc analyses to 100+ person marketing team.• Partnered with IT to build/enhance the analytics/reporting infrastructure by merging data across key marketing technology systems leading to a solid data foundation for self-serve reporting. • Collaborated with stakeholders to establish campaign KPIs and targets and reported on B2B and B2C campaign performance vs targets across different channels to align with marketing strategy.• Created thought leadership in data/operational standards, technology integrations across MarTech stack to improve data quality.• Defined operational processes to track and measure campaign KPIs and ROI (using UTMs) leading to tactics that enhanced marketing ROI and better alignment with GTM strategy.• Created self-serve analytical dashboards in Tableau. As a result, improved productivity (3 weeks to 3 days) and strengthened inflight campaign optimization. • Recruited, trained and coached a team of analysts to collect, synthesize and disseminate insights from data and help foster an Agile marketing environment.

Defined a multi-year roadmap and built marketing operations and reporting infrastructure from ground up. Built a high performing team from a nascent stage that delivered marketing operations and analytics support to a global Product and Field Marketing organization for $450M+ global organization.• Coached and developed three new entry level associates and two senior analysts into exceptional contributors to the marketing organization thereby improving employee productivity.• Defined governance and SLAs around lead processing and implemented marketing data quality programs across marketing tech stack to improve accuracy and reliability of analyses.• Developed a new Marketing Data Mart by integrating data from multiple corporate systems and installing data quality programs. Created and delivered dashboards to business stakeholders.• Conceptualized the Marketing department QBR with the CMO to finalize the KPIs and metrics that was instrumental in reporting performance to executive leadership.• Led the implementation of Google Tag Manager/Google Analytics and Hootsuite reports leading to better tracking of metrics and ROI across web, content and social media platforms.

• Created an efficient and integrated database marketing infrastructure to support the 50 + product marketing campaigns for a 35-member global sales and Field Marketing organization.• Collaborated with marketing and sales managers to identify business requirements and data needs to support new customer segmentation strategies, which generated pipeline of approximately $5M.

Leveraged the marketing database and did buyer behavior analysis across 7 channels and 8 broad product categories for marketing and product category managers.• Analyzed and presented findings to executives about strategic business problems on product cannibalization, store rationalization and market-basket buyer behavior.

Design and architect Analytic and BI systemsData Modeling, Data Architecture - Dimensional and Relational modelingData Governance and standardizationHigh availability designBusiness intelligence reporting and analysis