Summary
Overview
Work History
Education
Skills
Websites
Accomplishments
Languages
References
Timeline
Generic
Abenaya Gunasekaran

Abenaya Gunasekaran

Bengaluru

Summary

Experienced Product Marketing Manager with 8.5 years in product, content, and growth marketing. Skilled in go-to-market strategies, customer acquisition, and data-driven campaigns, with a strong track record of driving user engagement and revenue growth. Adept at crafting impactful product narratives, managing cross-functional teams, and aligning marketing efforts with business objectives to deliver measurable results.

Overview

8
8
years of professional experience

Work History

Freelance Marketing Consultant

Zango
08.2024 - Current
  • Company Overview: Compliance AI software for financial organisations based in UK and EU
  • Collaborated with founders to shape the company’s vision and align marketing initiatives with long-term business goals
  • Defined Zango’s value proposition, crafting compelling messaging tailored to financial institutions and compliance professionals
  • Managed marketing initiatives from the ground up, including branding, messaging, and positioning for Zango in the UK/EU market
  • Compliance AI software for financial organisations based in UK and EU

Product Marketing Manager

Pine Labs Pvt. Ltd.
Bengaluru
03.2023 - 07.2024
  • Collaborated with cross-functional teams to define product features and positioning, resulting in improved customer satisfaction and loyalty
  • Managed and executed all marketing initiatives for Pine Labs' digital payment offerings, Plural and Qfix
  • Developed a comprehensive product launch strategy that increased acquisition and adoption across the funnel
  • Created and managed a budget that maximized ROI on marketing campaigns and initiatives
  • Collaborated and developed new brand guidelines, sales enablement process, go-to market strategies and market presence for Qfix
  • Helped business teams identify, connect and engage with merchants with targeted communications
  • Worked with creative teams to ramp up branding efforts such as brand videos, events, etc
  • Closely worked with business teams to optimise sales funnels with innovative sales pitches and engagement
  • Worked with product team to rectify user experience and improve conversions across the customer lifecycle
  • Closely worked with 15+ vendors across different marketing functions for campaign delivery
  • Created and maintained an annual budget for marketing efforts

Assistant Growth Manager

Razorpay
Bengaluru
04.2021 - 02.2023
  • Developed revival, retention, remarketing and reactivation strategies for customers stuck at different stages of funnel
  • Collaborated with brand, content and performance marketing teams to launch high-impact campaigns to acquire customers
  • Reduced onboarding drop-off at different stages with reactivation campaigns that involved minimal marketing spend
  • Created pilot process of reactivation for merchants stuck at different stages of onboarding and improved CAC with educational and data-driven experiments
  • Ran large and small-scale marketing campaigns and experiments for different cohorts
  • Brought down overall churn percentage with revival strategies and marketing communications
  • Worked with Product Marketing Managers of different teams to develop efficient strategies to improve funnel conversions at different stages
  • Liasioned, administered tools such as Zapier, Hotjar, Hubspot, SimilarWeb, Hotjar, Mailmodo and much more for entire organization
  • Managed Hubspot for entire organization, end-to-end, including responsibilities such as creating workflows and generating custom reports, running large-scale campaigns, automating marketing functions managing contacts, tracking performance, maintaining contact tier limit, negotiation with vendors and more
  • Offered hands-on assistance to customers, assessing needs and maintaining current knowledge of consumer preferences

Senior Associate, Content Marketing

Razorpay
Bengaluru
04.2020 - 03.2021
  • Responsible for strategy and execution of marketing campaigns to scale product from 0-1 including email campaigns, blog posting and social campaigns
  • Spearheaded marketing activities for identifying and engaging with relevant target audience and consequently bring leads to product
  • Was official cross-communication and collaboration liaison for partnership and outreach with potential and existing tools
  • Successfully strategized and executed multiple GTM campaigns that included host of activities to launch and promote new product features
  • Spearheaded complete rebranding activities for Razorpay Thirdwatch which included internal and external cross-functional collaborations
  • Led social media and content marketing activities for Razorpay's annual conference- FTX, thrice and achieved 3x traction YoY for the event with a solid social strategy
  • Was awarded the MVP award for consistent hard work and contributions towards team efforts
  • Was part of the team that was awarded 'Cross-functional dream team' at Razorpay's R&R

Associate, Content Marketing

Razorpay
Bengaluru
05.2019 - 03.2020
  • Was sole stakeholder for internal communications and employer branding at Razorpay
  • Was part of pilot experiments to boost organic traffic and improve CAC
  • Worked with various cross-functional stakeholders to produce different forms of content such as blogs, promotional videos, etc
  • Created style guides, localization guidelines and toolkits to guide content delivery teams
  • Managed Razorpay's social media to improve brand presence and improve social engagement
  • Partnered with in-house and outsourced content editors, marketers and copywriters to produce compelling content

Content Marketer | Social Media Head

Talview
Bengaluru
08.2018 - 03.2019
  • Responsible for curating overall strategy for content, email and social media for Talview's platform and service
  • Responsible for developing campaigns that drive traffic, improves customer engagement, leads and sales
  • Responsible for content strategy and execution of all marketing events hosted by Talview
  • Responsible for creating email campaigns for driving traffic towards Talview's website and blog
  • Moderated religiously to ensure all content is on-brand and consistent in terms of style, tone of voice and quality
  • Helped create a marketing strategy which supports and extends marketing initiatives
  • Making sure said campaigns meets the objectives of the client while remaining within budget
  • Measured and consistently improved the results of content marketing campaigns

Content Writer

Sulekha
Chennai
04.2017 - 08.2018
  • Utilized exceptional writing, editing and proofreading skills to produce engaging and error-free content
  • Edited and proofread content to confirm proper grammar, quality and consistency across on-page content and SEO articles
  • Wrote and edited high-quality content and visually impactful programs under pressure with exciting, captivating and authentic approach
  • Repurposed and optimized existing content for use in different mediums such as blogs, e-books, social media copies, etc

Media Associate

Prime Focus Technologies
Bengaluru
08.2016 - 04.2017
  • Handled content creation for Star network's online platform, Hotstar and curated content for various platforms like Netflix, Amazon Prime and iTunes
  • Responsible for on-time delivery of assets and real-time client coordination
  • Responsible for cataloguing, tagging and synopsis-writing of concurrent media on Amazon Prime and Star India
  • Handled team meetings and bi-monthly reviews

Education

B.E - Electronics And Communication Engineering

Easwari Engineering College
Chennai, IN
05-2016

Skills

  • New market research
  • Competitive analysis
  • Strategy development
  • Marketing automation
  • SEO practices
  • Product marketing
  • Sales strategies
  • Brand design and development

Websites

Accomplishments

  • Led social media and content marketing activities for Razorpay's annual conference- FTX, thrice and achieved 3x traction YoY for the event with a solid social strategy
  • Was awarded the MVP award for consistent hard work and contributions towards team efforts

Languages

Tamil
First Language
English
Proficient (C2)
C2
Hindi
Upper Intermediate (B2)
B2
French
Intermediate (B1)
B1

References

References available upon request.

Timeline

Freelance Marketing Consultant

Zango
08.2024 - Current

Product Marketing Manager

Pine Labs Pvt. Ltd.
03.2023 - 07.2024

Assistant Growth Manager

Razorpay
04.2021 - 02.2023

Senior Associate, Content Marketing

Razorpay
04.2020 - 03.2021

Associate, Content Marketing

Razorpay
05.2019 - 03.2020

Content Marketer | Social Media Head

Talview
08.2018 - 03.2019

Content Writer

Sulekha
04.2017 - 08.2018

Media Associate

Prime Focus Technologies
08.2016 - 04.2017

B.E - Electronics And Communication Engineering

Easwari Engineering College

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Abenaya Gunasekaran