ISHHA BAWA
Marketing
Gurugram
Summary
Strategic marketing leader with a proven track record of building and nurturing high-performing teams from the ground up. Result-driven with a comprehensive background in branding demand generation, SMB function scaling, partner marketing, Communication management and brand initiatives.
Overview
12
12
years of professional experience
6
6
Certifications
Work History
Head Marketing and SDR - APAC
Tyroo technologies
2018.12 - Current
- Successfully built and scaled the marketing function from inception in last 5 years to be a revenue centric function. Diversified the function and added playbooks for easy replication and 0-30 start up scaling
- Set up Partner marketing for Snapchat, Activation Blizzard, Pinterest, CJ, LG Ads and Outbrain in India and SEA for Ad monetisation. Worked with stakeholders (business and marketing) across partner organisattion to plan and deliver marketing strategies for localization and verticalization of partner content to influence enterprise expansion. Strategized for client acquisition via events, content marketing and ABM campaigns on behalf of partner; Influenced an incremental MRR of 500K USD/quarter and over 40 new advertiser activations QoQ
- Responsible for Brand, PR, external communication, Analyst relations, Partner marketing and market expansion goals for Tyroo corporate
- Own end-to-end demand generation strategies for company growth (100x growth in Leads), effectively working with business team to identify new market opportunities and driving improved customer engagement via digitization efforts
- Built the SMB function at Tyroo; implemented tailored solutions for easy acquisition based on category, offered enhanced credits /incentives and onboarding support to these advertisers. Function now delivers a steady revenue of 200K USD/Quarter and nearly 70 new acquisition's each quarter
- Planned and executed co-branded partnership marketing programs (Adjust, PingPong payments) to forge strategic alliances for new market expansion (VN, PH, ID, SG, South Korea) for amplified brand reach and market penetration
- Crafted and executed brand initiatives to enhance brand visibility and equity including launch of annual CMO brand research IP product called 'Drivers of growth' in partnership with ad tech
- Onboarded and drive Analyst engagements ( Forrester) to build tech and brand roadmap. Earned content mention within 6 months
- Guided the team to secure over 6 key industry awards (Snapchat)- Smarties, CIDCA, E4M Maddies
- Instrumental in region expansion and partner acquisition strategies, expanding the company's geographical reach and fostering strategic partnerships across APAC and establishing the brand
- Own the brands social, digital and paid marketing efforts to effectively deliver business aligned revenue goals
- Guide the team with content creation, email marketing and website management for improved online conversion and increase of followers across channels
- Drove Media industry partnership for the organization across SEA - iab, IAMAI, MMA, ad:Tech
Manager - Strategic Marketing
HCL technologies
2014.06 - 2018.12
- Part of the strategic Marketing team- Owned & managed multiple Internal marketing properties like Podcast, tech+, MSaaS ; Collaborated across marketing teams to influence sales funnel
- Partnered with sales to deliver Organization first, cross-sell of communication as service to existing HCL client (large home appliance Swedish company)
- Planned and executed marketing communication support for Deal closure with Prospective/Existing clients
- Partnered with thought leadership team for 5+ client interviews, 2 magazine edition release
- Participated in 5+ client deal closure
- Set-up HCL Tech's Digital Media internal communication channel called MSaaS
- Was responsible for the set-up, budgeting and YoY costing analysis to on-ground execution, GTM strategy and client mapping for the channel
- First idea to be funded by the HCL marketing team
- Strategized and executed award winning technology led marketing campaigns (AR and VR) under the profile of Lead on tech+, enabled 50% increased adoption for on-ground activations and employee engagement programme
- Award winning work - IDMA Echo for 'Madicitonary' and '360 Video' won Abby nomination and IMAI gold
- Marketing manager for internal marketing program - LeadGen, leading to 25% adoption increase in under one year
- Planned and Executed 10+ major corporate events, Over 100 Campaigns and smaller tactical communication; Part of core team for WEF 2018 planning
- Worked on award nominated and winning work- Abby, ACEF and BMA and DMA Echo.
Sr. Account Executive - Client Servicing
Draft FCB Ulka
2013.12 - 2014.05
- Managed ATL communication for Tata Docomo & HCL Avitas; Worked on brand Tata Docomo, launched the last TVC campaign for the brand
- Prominent Work: Open up- stretch and power - TVC and OOH campaign, Avitas - Wall of hope.
- Analyzed competitor activities to maintain a competitive edge in the market.
Project Manager- Client Servicing
McCann worldwide
2013.03 - 2013.12
- Managed ATL communication for Aircel
- Released 200 Ad publication MR for Intel, Worked on 2 TVC's and over 6 radio ads for Aircel
- Prominent work: CSK High Flyer TVC campaign, call to win, Aircel SUK.
Trainee - Client Servicing
Bates
2012.03 - 2013.01
- Worked on brands Max Bupa, Den, ONGC & Delhi Police
- Worked with Airtel for branding of Airtel Retail stores in Delhi- (BTL) Participated in research and planning for new client pitches
- Prominent Work: MAX BUPA Walk for health launch, Airtel COCO store branding.
Education
PGPRO in business management - Business Management
UCLA Anderson
Hybrid 2021.01 - 2022.04
PG diploma in Advt. & PR - undefined
Indian Institute of mass communication
2011.01 - 2012.04
BJMC - undefined
Amity university
2008.01 - 2011.04
Skills
Public Speaking
Organization and Time Management
Content marketing
Internet/Tech marketing
Revenue marketing
Marketing planning
Public relations
Branding
Demand generation
Events
Events
Certification
Stepping Stone - specialized course for Mid-Level women managers
Accomplishments
- Women leaders award July 2023 by L'Oréal and CNN- News 18
- Young achiever award 2023 by the World marketing congress
- Jury member for Content marketing awards and other marketing forums
- Won the Bravo marketing excellence Award, HCL 2014-2015 & 2015-2016
- Won the POD Client Partner of the year Award - 2017
Timeline
PGPRO in business management - Business Management
UCLA Anderson
2021.01 - 2022.04
Head Marketing and SDR - APAC
Tyroo technologies
2018.12 - Current
Manager - Strategic Marketing
HCL technologies
2014.06 - 2018.12
Sr. Account Executive - Client Servicing
Draft FCB Ulka
2013.12 - 2014.05
Project Manager- Client Servicing
McCann worldwide
2013.03 - 2013.12
Trainee - Client Servicing
Bates
2012.03 - 2013.01
PG diploma in Advt. & PR - undefined
Indian Institute of mass communication
2011.01 - 2012.04
BJMC - undefined
Amity university
2008.01 - 2011.04