B2B Marketing & GTM Leader

Strategy that ships. Marketing that sells.

Brand · GTM · Positioning · Product Marketing · Demand Gen

B2B marketing and Go-to-Market leader with 15+ years across Enterprise IT, SaaS, FinTech, NaaS (Network-as-a-Service), Compliance Tech and Supply Chain. Built marketing functions from zero four times and led teams of up to eight alongside agency partners in India and the US, working backwards from revenue goals to define the market, buyer and narrative, build the demand engine, and align sales, product and leadership around pipeline.

15+years in B2B marketing
4marketing functions built from zero
Indian School of BusinessPGP PRO
Marketing
March 2026
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Companies I have worked with

  • Outsourcing Hub India
  • BlueKaktus
  • NayaOne
  • Shyam Spectra
  • Complinity Technologies
  • AgreeYa Solutions
  • Systems Lifecycle
  • WMS Software
  • Safexpress
  • Barclays
  • American Express
  • Genpact

What I bring

The work sits at the intersection of brand, growth and revenue.

A full-stack B2B marketer: strategy, demand, product marketing and the martech underneath, owned end to end.

01

Positioning and GTM

Own the story the market buys

I define the market, ICP, buyer and positioning that give a business a clear place to compete, and decide what it should actually say.

  • GTM Strategy
  • Positioning & Messaging
  • ICP & Buyer Architecture
  • Category Narrative
  • Brand Strategy & Transformation
  • Competitive Positioning
  • Market Segmentation
  • Marketing Function Building
  • Team & Agency Leadership
  • Budget & Marketing ROI
02

Demand and pipeline

Turn positioning into pipeline

Full-funnel programmes across paid, organic, outbound, events, ABM and partners, with qualification and attribution built in from day one.

  • Pipeline Generation & Acceleration
  • ABM & Intent-Based Marketing
  • Digital & Performance Marketing
  • Partner Marketing
  • PR & Events
  • Content Syndication
  • Webinars
  • Email & Nurture
  • MQL/SQL Frameworks
  • Lead Scoring
  • Attribution & Pipeline Analytics
03

Product marketing and sales enablement

Give sales the evidence to win

Product narratives, launches and sales content that a buyer understands and a salesperson can carry through every stage of the deal.

  • Product Marketing & PLG
  • Product Launches
  • Sales Enablement & Alignment
  • Content & Thought Leadership
  • Case Studies
  • Battle Cards
  • Competitive Intelligence
  • Product Videos
  • Buyer Journeys
  • Product UX & PRDs
04

Digital, CRO and AI-enabled marketing

Build the engine behind the funnel

Websites, conversion journeys, search, analytics, automation and lifecycle programmes, with AI applied to targeting, content and optimisation.

  • Funnel & Conversion Optimisation
  • Website & CRO
  • SEO
  • AEO/GEO
  • UX/UI Optimisation
  • Marketing Operations & MarTech
  • HubSpot
  • CRM & Lifecycle
  • Marketing Automation
  • AI-Enabled Marketing

Marketing technology The stack I build and run on

  • HubSpot
  • Mailchimp
  • Brevo
  • Instantly
  • Apollo
  • ZoomInfo
  • Lusha
  • Sales Navigator
  • Explorium
  • TechTarget
  • RB2B
  • Leadfeeder
  • Google Analytics
  • Google Tag Manager
  • Hotjar
  • Semrush
  • Google Ads
  • LinkedIn Ads
  • Hootsuite
  • Canva
  • Capterra
  • G2
  • Claude
  • ChatGPT
  • n8n
  • Notion

Selected work

Case studies, by company.

Select a company to view its case studies.

Right now · May 2026 to present

Building a new revenue line, and leading the redesign of the firm behind it.

Marketing, Sales and GTM Consultant · Outsourcing Hub India (OHI), New Delhi

OHI is a real estate financial data and operations firm with a 600+ person team serving institutional property investors in the US and UK.

EDRA

The data-readiness layer for sustainability reporting. It scores portfolio data, surfaces the gaps that suppress performance, and structures the dataset for the frameworks it must satisfy.

Score it. Fix it. Report it.
$100Knew revenue
2US clients
4months
300target accounts
+30%qualified leads
US & UKmarkets

Case study · EDRA, EDRA One and OHI

Turning an internal data capability into a new revenue line, and taking it to market

$100Knew revenue from 2 US clients in 4 months
+30%qualified leads in 4 months
300ABM accounts across the US and UK
600+person firm, corporate redesign under way
The challenge

OHI had a sustainability data and services capability that it only used internally. It had no product, no category, no defined buyer and no sales toolkit, and the firm’s own website was not built to sell to global institutional investors.

What I did
  • Launched a new service line, EDRA, turning an internal data and services capability into a premium service offering that won $100K in new revenue from 2 US clients in 4 months.
  • Led the creation of the EDRA One platform and its GTM strategy, defining the category, ICP and messaging that lifted qualified leads 30% in 4 months.
  • Built a 300-account ABM programme across the US and UK, mapping decision-makers and the best route into each target firm.
  • Created the sales toolkit (messaging, thought leadership and portfolio-readiness content) that moved EDRA from an internal tool to an external revenue line and opened enterprise conversations.
  • Currently leading the strategic redesign of OHI’s corporate website, focusing on global B2B positioning, CRO, SEO, AEO/GEO and UX/UI optimisation.

BlueKaktus

AVP (Marketing) · Jun 2025 – Dec 2025

AI-powered supply-chain platform and ERP for the fashion industry, serving 50,000+ users and 25,000 suppliers across 10+ countries, with $4B+ in annual GMV.

1 / 2

Case 1 · Positioning and category

Repositioning ERP as an AI supply-chain platform

+20%website conversion
+30%qualified leads in 4 months
3enterprise product lines
1 monthto a live new site
The challenge

Three enterprise product lines, no marketing function, and a company sold as “ERP” to a market buying AI. The new story had to serve both sides of the market: brands, buying houses and retailers, and manufacturers.

What I did
  • Built marketing and GTM from zero across Manufacturing ERP, Sourcing AI Platform and Velocity/NEO.
  • Defined the category narrative, value proposition and competitive positioning against ERP and PLM tools.
  • Defined the ICP and buying architecture for Supply Chain, Merchandising, Planning and C-suite buyers.
  • Wrote the new website and directed the agency to a fixed CEO deadline.
The lesson

Change what the market calls you before you ask it to buy.

Case 2 · Demand and enablement

Building demand generation and sales enablement from the ground up

10+case studies from zero
30leads a month baseline
−30%bounce rate
+10%lead conversion in 4 months
The challenge

Sales was walking into enterprise deals with nothing to hand a buyer: no case studies, no battle cards, no product video, and no paid programme feeding the pipeline.

What I did
  • Launched the first paid-media programme within a demand engine spanning LinkedIn, Google Ads, SEO, email, outbound, remarketing, review platforms and partners.
  • Built sales enablement from zero: case studies, battle cards, competitive intelligence and product videos, on a structured sales–marketing cadence.
  • Rebuilt 3 product websites around buyer journeys with external agencies and AI-assisted optimisation.
The lesson

Cross-functional alignment follows visible results.

NayaOne

Senior Manager (Marketing) · Oct 2024 – Jun 2025 · London & New Delhi

Digital sandbox and fintech marketplace for banks and financial institutions; $4.7M funded, London-based, and operator of the UK FCA’s permanent Digital Sandbox.

1 / 2

Case 1 · Demand

Reactivating a stalled enterprise funnel through intent-led syndication

50named Tier-1 bank buyers
+35%lead-to-conversion
1white paper
1syndication partner, TechTarget
The challenge

A stalled funnel selling to Tier-1 banks, where every lead had to be a named, in-market buyer. Spending more on the same channels would not fix it.

What I did
  • Authored the white paper and structured a TechTarget content-syndication partnership around demonstrated intent, not impressions.
  • Redefined the ICP with sales and added intent-based qualifiers to speed up MQL-to-opportunity conversion.
  • Routed the named buyers to inside sales with the context attached.
The lesson

In a small enterprise market you are not buying reach. You are buying access to people who have already signalled intent.

Case 2 · Content, partnerships and events

Turning marquee partnerships into pipeline

+25%qualified leads from events
+30%digital engagement
+20%form fills from drip email
3marquee partners announced
The challenge

Partnerships with NVIDIA, Akbank LAB and RBS gave the brand credibility, but credibility on its own was not producing pipeline.

What I did
  • Ran content and partnership communications with NVIDIA, Akbank LAB and RBS.
  • Owned event and webinar strategy for senior banking decision-makers.
  • Designed segmented drip-email programmes mapped to buying stages.
The lesson

Marquee names do not make pipeline. Named, in-market buyers do.

Shyam Spectra

Senior Manager (Marketing) · May 2022 – Sep 2024 · Gurugram

Enterprise fibre connectivity and managed network services provider, 700+ people, serving business customers across India’s major metros.

1 / 3

Case 1 · Brand transformation

Taking a consumer broadband brand to enterprise B2B

+35%brand visibility
7,000+leads in one engine
+30%lead qualification
+60%overall engagement
The challenge

The business committed to moving from consumer broadband into enterprise B2B: a different buyer, sales motion and price point. Marketing had no enterprise positioning, no ICP, no demand engine and no shared qualification with sales.

What I did
  • Rebuilt enterprise positioning, value proposition, messaging and visual identity.
  • Defined the ICP from conversion data and realigned agencies around the enterprise proposition.
  • Restructured the CRM with warm/hot/cold scoring and introduced the first MQL/SQL framework and inside-sales pre-qualification.
  • Built a HubSpot lifecycle engine using jobs-to-be-done segmentation; email engagement +25%, LinkedIn followers +15% a month.
The lesson

A repositioning is a sequencing problem before it is a creative problem.

Case 2 · Product delivery

SpectraOne: a portal stalled for two years, delivered in six months

2 yearsstalled before
6 monthsto delivery
6cross-functional teams aligned
1login for every site and service
The challenge

A unified customer portal for every location, service, plan, bill and network status. It had gone nowhere for two years because five functions each owned a piece of the data and nobody owned the whole.

What I did
  • Owned product UX, PRDs and customer journeys, so scope became a document rather than a debate.
  • Cleaned and standardised the data with the CRM and customer teams, and defined API requirements with IT.
  • Held a weekly cadence across 6 teams, with no formal authority, to a board commitment.
The lesson

Stalled programmes rarely need more debate. They need a single owner.

Scope note: I led delivery. Adoption followed in the next phase, after my tenure.

Case 3 · Product GTM

Launching three products, including direct field selling

3products launched
2priority verticals
+20%market penetration in 10 months
+30%Wi-Fi Pro regional sales
The challenge

Three new products for three different buyers, on a tight budget: Retail-in-a-Box for store formats, AI.VIS camera analytics for retail and warehouses, and Wi-Fi Pro for paying-guest accommodation.

What I did
  • Led GTM for AI.VIS, Wi-Fi Pro and Retail-in-a-Box, and ran warehousing and PG as verticals end to end.
  • Built a low-cost direct channel for Wi-Fi Pro: pamphlets, email, then field visits.
  • Met PG operators in Bengaluru and converted them myself.
The lesson

First-hand selling experience gives marketing credibility with sales.

Complinity Technologies

Senior Manager (Marketing) · Nov 2021 – May 2022 · Gurugram

Governance, risk and compliance SaaS platform; raised $750K pre-Series A; covers 2,000+ laws and 20,000+ compliances across 50+ industries.

Case 1 · Function build

Building a complete marketing function from the ground up

3×inbound leads, 10 to 30 a month
+40%leads
+25%conversion
+30%partnership-driven revenue
The challenge

A product covering thousands of compliances across 50+ industries, early funding and no marketing team. Compliance buying is calendar-driven: you win by being there when the deadline lands.

What I did
  • Built the marketing function in 3 months: positioning, messaging and integrated GTM across website, content, social, email, SEO, paid media, webinars, events and podcasts.
  • Rebuilt the website and acquisition around buyer intent through SEO and paid search.
  • Made segmented email a primary lead source and launched a monthly regulatory webinar series that outperformed paid.
  • Opened a marketplace channel through Capterra, Software Advice and SoftwareSuggest.
The lesson

Relevance beats spend. The cheapest channels outperformed the expensive ones running beside them.

AgreeYa Solutions

Manager (Marketing) · Sep 2016 – Nov 2021 · Noida

Enterprise IT services and software company, 2,500+ people across the US, India and Mexico, serving 500+ clients including Fortune 100 enterprises; sold into the US market.

1 / 4

Case 1 · Demand engine

A $250K budget modelled back from the revenue number

~$1Mmarketing-influenced revenue
$250Kbudget owned
1,000+qualified leads in 9 months
2products, QuickApps and BeatBlip
The challenge

Two products, QuickApps and BeatBlip, needed pipeline in the US market on a fixed budget, in a company that had never run digital demand generation.

What I did
  • Modelled the budget back from revenue goals into pipeline targets, channel mix and plan-vs-actual tracking.
  • Repositioned QuickApps from a Dell-branded product to an AgreeYa offering; customer engagement +25%.
  • Ran multi-channel acquisition across SEO, content, email, Google, Bing and LinkedIn Ads, syndication, webinars and events.
The lesson

A demand engine is a financial model before it is a channel plan.

Case 2 · Events

Microsoft Ignite: from attending to sponsoring

700+leads vs a 300 forecast
$57cost per lead
40+target-account meetings
$40Kevent investment
The challenge

AgreeYa had attended Ignite for years and never sponsored it. Sponsoring meant a large share of budget in one week, with nothing to inherit: no campaign, targeting, tracking or follow-up.

What I did
  • Took Ignite from attendance to sponsorship through the Microsoft Partner Network.
  • Booked meetings before the show opened, rather than waiting for booth footfall.
  • Built lead capture, CRM tracking and post-event nurture before the event started; also led BeatBlip at StarWest.
The lesson

A single flagship event should be chosen so precisely against the ICP that it shapes the year.

Case 3 · Funnel and attribution

Making a lead mean the same thing to marketing and sales

5funnel stages agreed
+25%lead conversion
10,000+visitors in year one, from zero
+35%engagement
The challenge

Marketing and sales had no shared definition of a lead at any stage, and there was no way to connect marketing activity to revenue.

What I did
  • Built a shared funnel and attribution framework with sales: Lead, MQL, SQL, Opportunity, Win.
  • Used it to find leakage and reallocate budget.
  • Built the digital marketing function from zero across website, SEO, CRO, content, email, paid search and social.
The lesson

Sales will only accept your definitions if you accept being measured on the outcome.

Case 4 · Channel change

Replacing a declining channel with intent-based syndication

100 → 500leads a year, pilot to scale
+50%lead quality
+30%conversion
1controlled pilot first
The challenge

Email acquisition was declining. The usual reflex is to optimise harder; the channel itself had stopped working.

What I did
  • Replaced the declining email channel with content syndication, buying named people who had already downloaded related content.
  • Proved it on a 100-lead pilot before it got a budget.
  • Scaled it to 500 leads a year.
The lesson

When a channel stops working, change the route rather than pushing harder.

Systems Lifecycle

Manager (Sales & Marketing) · Jan 2015 – Sep 2016 · Gurugram

Enterprise compliance software company helping organisations automate regulatory compliance and risk management.

Case 1 · Sales and marketing as one job

Building a pipeline, then a partner-led growth channel

+80%leads
10% → 20%lead-to-conversion
+25%annual revenue growth
−30%cost per acquisition
The challenge

No pipeline and no lead generation process. Later, low-cost competitors arrived, and a small company does not win a price fight.

What I did
  • Led sales and marketing end to end, from the campaign to the demo to the proposal.
  • Built the digital acquisition engine and made the business case for the first paid programmes; campaign ROI +40%.
  • Shifted the growth model with the CEO from price-led competition to referral partnerships with legal and professional-services firms.
The lesson

Most partnerships fail because they are a one-way ask.

If there is a fit, let’s connect. If my experience aligns with what your team is building, I would welcome a conversation.

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Experience

Career history.

Different markets, one consistent operating model. Expand any role for detail.

Jun 2025 – Dec 2025

BlueKaktus

AVP (Marketing) · New Delhi

AI-powered supply-chain platform and ERP for the fashion industry, serving 50,000+ users and 25,000 suppliers across 10+ countries, with $4B+ in annual GMV.

  • +20% web conversion
  • +30% qualified leads
  • 30 leads/month baseline
  • −30% bounce
  • Built marketing and GTM from zero across 3 enterprise product lines (Manufacturing ERP, Sourcing AI Platform, Velocity/NEO), setting positioning, brand, demand generation, product marketing and sales enablement.
  • Repositioned the company from ERP software to an AI-powered supply-chain platform, defining the category narrative, value proposition and competitive positioning; website conversion rose 20%.
  • Defined the ICP, buying architecture and messaging for Supply Chain, Merchandising, Planning and C-suite buyers, increasing qualified leads 30% within 4 months.
  • Launched the first paid-media programme within a demand engine spanning LinkedIn, Google Ads, SEO, email, outbound, remarketing, review platforms and partners, establishing a baseline of 30 leads a month.
  • Built sales enablement from zero (10+ case studies, battle cards, competitive intelligence and product videos) through a structured sales–marketing cadence.
  • Rebuilt 3 product websites around buyer journeys with external agencies and AI-assisted optimisation, cutting bounce rate 30% and lifting lead conversion 10% in 4 months.

Oct 2024 – Jun 2025

NayaOne

Senior Manager (Marketing) · London & New Delhi

Digital sandbox and fintech marketplace for banks and financial institutions; $4.7M funded, London-based, and operator of the UK FCA’s permanent Digital Sandbox.

  • +35% lead-to-conversion
  • 50 named Tier-1 buyers
  • +25% qualified leads
  • +20% form fills
  • Led multi-channel demand generation across paid, organic and outbound, lifting lead-to-conversion 35%; redefined the ICP with sales and added intent-based qualifiers to speed up MQL-to-opportunity conversion.
  • Authored a strategic white paper and established a TechTarget content-syndication partnership, reactivating a stalled funnel and generating engagement with 50 named Tier-1 banking buyers.
  • Owned event and webinar strategy for senior banking decision-makers, increasing qualified leads 25%.
  • Ran content and partnership communications with NVIDIA, Akbank LAB and RBS, growing digital engagement 30%.
  • Designed segmented drip-email programmes that increased form fills 20%.

May 2022 – Sep 2024

Shyam Spectra

Senior Manager (Marketing) · Gurugram

Enterprise fibre connectivity and managed network services provider, 700+ people, serving business customers across India’s major metros.

  • +35% brand visibility
  • 7,000+ leads
  • +30% lead qualification
  • SpectraOne in 6 months
  • Led the B2C-to-B2B brand transformation, redefining positioning, value proposition, messaging and visual identity across web, sales collateral, PR, social and events; brand visibility rose 35%.
  • Built the B2B lead-management engine for 7,000+ leads, restructuring the CRM, adding warm/hot/cold scoring and nurture routing, and introducing the first MQL/SQL framework; lead qualification improved 30%.
  • Led GTM for 3 products (AI.VIS, Wi-Fi Pro, Retail-in-a-Box) and 2 priority verticals, growing market penetration 20% in 10 months; a low-cost direct channel for Wi-Fi Pro lifted regional sales 30%.
  • Delivered SpectraOne, a customer portal stalled for 2 years, in 6 months, owning product UX, PRDs and customer journeys and aligning 6 cross-functional teams to a board commitment.
  • Built a HubSpot lifecycle engine using industry, pain-point and jobs-to-be-done segmentation, lifting email engagement 25%, overall engagement 60% and LinkedIn followers 15% month on month.

Nov 2021 – May 2022

Complinity Technologies

Senior Manager (Marketing) · Gurugram

Governance, risk and compliance SaaS platform; raised $750K pre-Series A; covers 2,000+ laws and 20,000+ compliances across 50+ industries.

  • +40% leads
  • +25% conversion
  • 3× inbound
  • +30% partner revenue
  • Built the marketing function in 3 months, setting positioning, messaging and integrated GTM across website, content, social, email, SEO, paid media, webinars, events and podcasts; leads rose 40% and conversion 25%.
  • Rebuilt the website and acquisition around buyer intent, tripling inbound leads from 10 to 30 a month via SEO and paid search.
  • Moved spend to the highest-relevance channels, making segmented email a primary lead source and launching a monthly regulatory webinar series that consistently outperformed paid campaigns.
  • Opened a marketplace channel through Capterra, Software Advice and SoftwareSuggest, contributing to 30% growth in partnership-driven revenue.

Sep 2016 – Nov 2021

AgreeYa Solutions

Manager (Marketing) · Noida

Enterprise IT services and software company, 2,500+ people across the US, India and Mexico, serving 500+ clients including Fortune 100 enterprises; sold into the US market.

  • $250K → ~$1M
  • 1,000+ qualified leads
  • 700+ Ignite leads at $57
  • 10,000+ visitors, year one
  • Owned GTM for QuickApps and BeatBlip, translating revenue goals into pipeline targets, channel mix, budgets and plan-vs-actual tracking; turned a $250K budget into ~$1M in marketing-influenced revenue and 1,000+ qualified leads in 9 months.
  • Led product marketing across ICPs, personas, positioning and messaging, repositioning QuickApps from a Dell-branded product to an AgreeYa offering and lifting customer engagement 25%.
  • Built a shared funnel and attribution framework with sales (Lead, MQL, SQL, Opportunity, Win) and used it to find leakage and reallocate budget, lifting lead conversion 25%.
  • Built the digital marketing function from zero across website, SEO, CRO, content, email, paid search and social, working with creative and social agencies; 10,000+ unique visitors in year one and engagement up 35%.
  • Replaced a declining email channel with content syndication, scaling from a 100-lead pilot to 500 leads a year with 50% higher lead quality and 30% better conversion.
  • Took Microsoft Ignite from attendance to sponsorship: a $40K investment produced 700+ leads at $57 each against a 300-lead forecast, plus 40+ target-account meetings; also led BeatBlip at StarWest.

Jan 2015 – Sep 2016

Systems Lifecycle

Manager (Sales & Marketing) · Gurugram

Enterprise compliance software company helping organisations automate regulatory compliance and risk management.

  • +80% leads
  • 10% → 20% conversion
  • +25% revenue
  • −30% CPA
  • Led sales and marketing end to end, increasing leads 80% and doubling lead-to-conversion from 10% to 20%, contributing to 25% annual revenue growth.
  • Built the digital acquisition engine across SEO, paid search, LinkedIn, email and social, and made the business case for the first paid programmes; campaign ROI rose 40% and CPA fell 30%.
  • Shifted the growth model with the CEO from price-led competition to referral partnerships with legal and professional-services firms.

Dec 2012 – Dec 2014

WMS Software · Safexpress

Assistant Manager, Sales & Marketing (Noida) · Senior Executive, Marketing (New Delhi). Earlier career.

Jun 2006 – Jul 2010

Barclays · American Express · Genpact

Process Advisor · New Accounts Analyst · Process Associate. Earlier career.

Let’s connect.

I build B2B marketing systems that turn positioning into pipeline.

I have sold as well as marketed, carrying deals from first contact to proposal and taking a product I launched into the field myself. If you are building a new category, reviving a stalled funnel or standing up a marketing function, I would welcome a conversation.

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Open to
  • Head of Marketing
  • AVP / VP Marketing
  • Head of Growth
  • Head of Demand Generation

Full-funnel mandates in B2B SaaS, enterprise tech, fintech, supply chain or data · Delhi NCR or hybrid

Education
Indian School of BusinessPGP PRO
Marketing
March 2026

Anglia Ruskin University, UKMBA, Sales and Marketing
2010–2012

University of DelhiBachelor of Commerce
2005–2008

Certifications

OutskillAI for Founders and Business
2026

Digital VidyaCertified Digital Marketing Master
2014