Dipika Parulekar
Summary
Experienced Marketing Leader with over 15 years’ experience driving ‘Go-To Market Strategy' & ‘Always-On Marketing', targeting the right audiences to create awareness early in the purchase process, engage audiences with content, and drive quality leads for the business. As a field marketer, I am responsible for building persona-based, data-driven, full-funnel demand generation, Account-based Marketing campaigns across the key markets that tightly aligned to sales. I strive to be a data-driven marketer, highly involved in shaping a strategy, trying new experiments, and believe failure is the quickest way to gain valuable information.
Overview
16
16
years of professional experience
Work History
Associate Director & Sector Marketing Head – Retail, Transportation & Services, Americas
Wipro Limited
06.2022 - Current
- As the Head of marketing for the Retail, Transportation, and Services business, focused on driving accelerated revenue growth and building a strong brand for these sectors in the Americas through strategic priorities of the business, focusing on scaling existing clients' portfolios, winning two large transformation deals, and leveraging strategic partnerships
- Built geographic marketing plans, devised account-based and performance marketing campaigns to scale local strategic clients, designed opportunity-centric activities to win large transformation deals and created joint marketing programs to leverage hyperscalers and strategic partners & led client visits
- Demand Generation - Improved mindshare, deal origination, and client acquisition by developing and executing targeted digital-first always-on campaigns that bring the best of Wipro's thought leadership, case studies, analyst accolades, and more to market through virtual and in-person engagement designed to help buyers solve issues and seize opportunities
- Ensured that the overall marketing plans and campaigns for driving leads for the business are planned and executed in line with agreed objectives laid out by both the business head and the CMO
- Focused on data-driven multichannel campaigns to drive leads
- Account-based Marketing & Influence on Pipeline Growth - Strengthened buyer relationships, improved client retention, and helped grow share of wallet by developing and executing targeted, digital-first, account-based marketing campaigns that bring Wipro's rich history and deep experience to life through creative, people-centered, and relationship-focused content programs
- Led client visits
- Deal Pursuit Marketing - Improved win rates and grow revenue by developing and executing targeted, digital-first deal pursuit campaigns that elevated and differentiated Wipro's solutions and positively influenced clients' preference to work with Wipro through digital and in-person engagement across various stages of the pursuits
- Partner Marketing Worked with Wipro's partner ecosystem to create programs and campaigns around solution awareness, demand generation and thought leadership
- Building a Strong Industry Brand - Built a relevant and impactful brand using levers of thought leadership, enhancing market presence of Wipro executives, through analyst relationship, content and solution marketing, media, thought leadership, speaker opportunities
- Led Wipro's presence at key events like NRF, ShopTalk, Retail Rethink.
Global Marketing Manager – LTI Fosfor (Data Products Business)
L&T Infotech (LTI)
12.2016 - 06.2022
- Conceptualised and globally launched LTI's Data Products brand “Fosfor” successfully leading LTI's entry into the product space
- Developing and executing Brand + Demand + Expand marketing initiatives in Americas
- So far, launched over 7 vertical-focused and account-focused campaigns concentrating on brand building awareness, demand, and pipeline in key growth verticals
- Account-based Marketing Programs (Net new + existing accounts) – working closely with LTI's sales leaders and account managers to identify high-tiered ABM accounts to exponentially grow sales pipeline
- Creating and executing highly-customizable marketing plans (one-to-one account campaigns, one-to-few accounts and one-to-many accounts) – through microsites, gated landing pages, innovation days, virtual roadshows, executive roundtables webinars, account-specific thought leadership, email marketing, direct mail, digital outreach, executive engagement plans (customer advisory council, sponsoring Golf, marathon participations, Superbowl etc.), quarterly newsletters, Media PR and more Participating in large deals – designed and executed multi-touchpoint campaigns with highly targeted LinkedIn and Influ2 ads, hyper-personalised landing pages to support the RFP submission combining joint (LTI + Client) value proposition, direct mailer campaigns, content syndication on all top websites and AI driven virtual client visits, creating personalised thought-leadership content to support submissions and orals Co-marketing with strategic partners and Hyperscalers - Initiate and create in-country programs like joint marketing, enablement, and sales programs for Snowflake, GCP, AWS, Azure Sales Enablement - Communicate the vision and value of new products to the sales team and develop sales artefacts that facilitate the selling process – Factsheets, Sales Plays, Cheat Sheets Launched and managing LTI's Fosfor Advisory Board with two active board members Campaign Reporting and analytics via LTI's integrated marketing stack: Eloqua, Demand base, Bombora, Google Analytics, Mail Chimp and more Generated 104 MQLs in a quarter with deal wins 20K+ organic database creation
Global Lead – Global Sales Campaigns
L&T Infotech (LTI)
09.2018 - 03.2020
- Design and execute global marketing programs for the big bets at an organizational level across global markets Brand and Demand – Brand awareness with demand generation for new logo acquisition as a target Key Activities executed for the SAP S/4 HANA campaign Customer Segmentation and Market identification, Market Research – Competition, Market and Message Scan LTI developed an integrated outbound and inbound nurtured marketing journey from awareness to a marketing qualified lead The final call-to-action was an invitation to a 60-minute be-spoke Intelligent Enterprise Workshop that explored key strategic issues specific to that organization's implementation of S/4HANA This session gave analysis of what user organizations should be considering in any planned SAP investments Content and Communication strategy – Development of key messaging, single-minded value proposition, go-to-market offers, and content creation (Thought leadership, tactical and strategic collateral) – microsite development, ‘Path to Value' Migration Tool creation etc Sales Enablement – creation of sales plays, datasheets, cheat sheet, L1 presentation decks Channel Selection and Media Buying – Ensuring the right media mix (Digital, Offline, Events) for awareness and lead generation – Direct mailer, LinkedIn sponsored ads, Programmatic ads, email campaign, pay-per-click advertising, and content syndication Joint marketing campaigns with SAP ROI calculation and Reporting Agency and Vendor Management.
Global Field Marketing Manager – Digital, Data Analytics and CMT (Consumer, Media and Hi-Tech)
L&T Infotech (LTI)
11.2016 - 09.2018
- Developed and drove the marketing strategy for LTI's Digital, Cognitive and Data Analytics business units along with LTI's product portfolio “Mosaic” globally, based on a solid understanding of market dynamics and mid to long term sales priorities Established and executed marketing plans aligned to the GTM initiatives - work closely with the Practice and Sales, set the marketing budget and goals, design (positioning, messaging, brand awareness and demand and expand) marketing campaigns Liaise with the teams managing PR, analysts, advisory for influencer programs to raise LTI's Share of Voice, as well as making them a part of integrated campaigns Account-based Marketing - (Physical Roadshows at the client locations, Vision dinners, Innovation Day, participation in the industry events, CIO Roundtables, Masterclass, thought-leadership) Large deal participation - designed and executed multi-touchpoint campaigns with highly targeted sponsored ads, microsite creation during the RFP submission, client visits, direct mailer campaigns Working closely with sales and pre-sales for through-leadership content creation for submission and orals Participation in the major industry events – Disney Data & Analytics, Nasscom NILF, Adobe Summit etc Co-marketing initiatives with strategic partners Managed integrated campaigns end to end (strategy, research, web services, event support etc.) Work with the social media team to develop and implement strategy; Oversee content and quality of Digital, Cognitive and Data Analytics on LTI channels.
Marketing Communications Strategist
Syntel Limited
12.2013 - 11.2016
- Executing strategic annual marketing programs for key service lines (BI Analytics/Big Data, Testing, Cloud, Application Management and IMS) Develop & deliver effective Digital Marketing tactics /Social Media Plan, Campaign management for BUs, providing inputs to social media communications activities Develop and manage internal communications and executive communications per the offerings, strategic positioning, opportunity creation and follow-up communication plans Concept, planning and program management of high impact external and internal events and campaigns/events like webinars, roadshows etc Conceptualizing and managing various thought leadership initiatives Focus on demand generation programs (Identifying relevant Industry events & conferences and facilitating the participation) Co-Marketing Initiatives with Partners
Marketing Communications
Datamatics Global Services Limited
09.2011 - 11.2013
- Relationship Management with Business Partners like IBM North Americas, Microsoft, HP, KOFAX and Tableau Led Business Partner Marketing (IBM) in the area of Information management, increasing brand awareness and tapping new customers engaging with IBM Global Sales team Executed awareness and demand/lead generation activities and sales enablement for ‘Datamatics DW/BI Analytics Solutions' Led Business Development efforts successfully selling IBM's Smart Analytics Solutions in North American Market Responsible for organizing Seminars, Conferences and Road shows promoting Datamatics Smart Analytics Solutions like Social Media Analytics (Unstructured Data), Content Analytics, Banking Analytics, Customer Intelligence & Insights, Telecom Infra Analytics and CFO Dashboard in global market especially North Americas.
Asst. Manager – Marketing & Business Development
Global Towers limited (GTL Limited) – A Global Group Enterprise
12.2009 - 06.2011
- Acquiring consistent business and achieving sales targets from key accounts Maintaining strong relationships with key customers focusing on the future business growth Staying informed about the Telecom market, keeping up-to-date with market and competitor's information and discussing the views & predictions with the Management team Energy Management Solutions - Participating in creating new product names, positioning, and review target markets to contribute to new product launches
- Increasing brand awareness through participation in conferences, exhibitions, training meetings and presentations Responsible for brand alliances, tie ups, joint promos etc in line with brand objective.
Team Leader eRetail Solutions
Datamatics Global Services Limited – Digital Publishing and Retail Solutions
03.2009 - 12.2009
- Worked with global clients and eRetail giants like eBay, Sears and IVGStores Worked collaboratively with both internal (Sales & Delivery) and client teams drive product/site enhancements, SLA's, and maximizing the online customer experience | Production process, QA process and Shelf management and Category Management.
Junior Software Engineer
Tech Mahindra
09.2008 - 12.2008
- Three months of initial software training (ITP)
Education
MMM (Masters in Marketing Management) -
Jamnalal Bajaj Institute of Management Studies
Bsc.IT -
Mumbai University, Patkar College
HSC -
Mumbai University, Dahanukar College
SSC -
Maharashtra Board, MBHS
Skills
- Content and Communication Strategy
- Designing Multi-channel Full-Funnel demand generation programmes
- ITSMA trained & certified ‘ABMer'
- Creating Micro Marketing or Deal Based Marketing campaigns
- Integrating Media and PR tools with lead generation
- Leveraging Analyst and Advisor channels for GTM activities
- Thought leadership & Influencer Marketing
- Designing Multi-channel, Full-Funnel demand generation programs
Languages
English
Hindi
Marathi
Personal Information
- Date of Birth: 05/02/1987
- Gender: Female
- Nationality: Indian
- Marital Status: Single
Awards
- Most Admired Marketing Leader of 2023 by World Marketing Congress & CMO Asia
- Best Field Marketer, Annual Excellence Award (2022)
- Inkspell Drivers of Digital Summit & Awards – Best Digital Campaign of the Year (2019)
- CMO Asia Award - Marketing Campaign of the year for SAP/S4 HANA campaign (2019)
- Employee of the Year – Marketing (2017)
- SPOT Excellence Award – Marketing (2015)
Timeline
Associate Director & Sector Marketing Head – Retail, Transportation & Services, Americas
Wipro Limited
06.2022 - Current
Global Lead – Global Sales Campaigns
L&T Infotech (LTI)
09.2018 - 03.2020
Global Marketing Manager – LTI Fosfor (Data Products Business)
L&T Infotech (LTI)
12.2016 - 06.2022
Global Field Marketing Manager – Digital, Data Analytics and CMT (Consumer, Media and Hi-Tech)
L&T Infotech (LTI)
11.2016 - 09.2018
Marketing Communications Strategist
Syntel Limited
12.2013 - 11.2016
Marketing Communications
Datamatics Global Services Limited
09.2011 - 11.2013
Asst. Manager – Marketing & Business Development
Global Towers limited (GTL Limited) – A Global Group Enterprise
12.2009 - 06.2011
Team Leader eRetail Solutions
Datamatics Global Services Limited – Digital Publishing and Retail Solutions
03.2009 - 12.2009
Junior Software Engineer
Tech Mahindra
09.2008 - 12.2008
MMM (Masters in Marketing Management) -
Jamnalal Bajaj Institute of Management Studies
Bsc.IT -
Mumbai University, Patkar College
HSC -
Mumbai University, Dahanukar College
SSC -
Maharashtra Board, MBHS
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