Summary
Overview
Work History
Education
Skills
Certification
Tools
Timeline
Generic

Lavanya C

B2B Product Marketing
Kollam, Kerala

Summary

Results-driven marketer with experience crafting content, developing marketing strategies, managing high-performing campaigns, and leading community initiatives.

Overview

8
8
years of professional experience
4
4
years of post-secondary education
4
4
Certifications

Work History

Product Marketing, Community Manager

Testsigma
02.2020 - 07.2024
  • Community Growth & Engagement: Built and nurtured an active community of developers and QA professionals, expanding product visibility and active user participation.
  • Campaigns & Content Strategy: Planned product launches, strategic campaigns, partnerships and targeted content for user personas driving higher engagement and conversion across channels.
  • Social Media & Influencer Growth: Scaled social media channels, growing LinkedIn followers to 25K+ and expanding presence on Twitter, Discord and YouTube through targeted campaigns and partnerships with industry thought leaders.
  • Email Marketing & Newsletters: Managed email marketing campaigns, curated monthly newsletters and grew the subscriber base to 7K+.
  • Event Planning & Execution: Managed sponsorships for global/local tech events, moderated panels, hosted webinars, organised meetups, and led hackathons, securing deals and partnerships.
  • Trend Analysis: Tracked industry trends, user feedback, and analyst reports to understand the current landscape of the QA industry.
  • Onboarding & Certification: Developed onboarding resources, tutorials, and a Certification Program that increased user adoption and engagement.
  • Cross-functional Collaboration: Partnered with product, sales, and customer success teams to ensure competitive positioning is reflected in the website, campaigns, and collateral.

Product Marketing Manager

Testsigma
03.2018 - 02.2020
  • First Marketer & Team Scaling: Led marketing efforts as the company's first marketer, scaling the team. Increased content output by 100% while ensuring quality and alignment with company goals. Managed a team of writers, ensuring content quality and alignment with brand messaging.
  • Growth Strategy & Product Launches: Developed and executed go-to-market strategies for product launches, leading to a 30% increase in user acquisition within a year through targeted campaigns and product positioning.
  • Content Creation & Messaging: Led content marketing (landing pages, blogs, case studies, product updates), authored content pieces and played a key role in website messaging, ensuring consistency in tone and messaging across all channels.
  • SEO & Lead Generation: Conducted extensive keyword research and competitor analysis, improving organic search traffic and driving qualified leads. Launched targeted lead nurturing campaigns, resulting in improved conversion rates.
  • Customer Onboarding & Retention: Co-authored the Getting Started knowledge base and designed email and in-app messaging flows, boosting retention and reducing churn.
  • Webinars & Demand Generation: Launched monthly product webinars and cross-channel demand generation campaigns, leading to over 30% increase in user acquisition.
  • Cross-Functional Collaboration: Worked with product management, sales, and customer success to ensure marketing strategies aligned with customer needs, driving product adoption and engagement.
  • Metrics-Driven Campaigns: Leveraged data analytics to optimize campaigns, reducing bounce rates and improving lead conversions and customer engagement.

Customer Success Manager

Testsigma - GenAI | Test Automation | DevOps
02.2017 - 03.2018
  • Achieved the milestone of closing Testsigma's first paid deal
  • Collaborated with sales, marketing, and product teams to ensure a seamless customer experience
  • Managed a customer portfolio, tracking satisfaction and identifying growth opportunities
  • Planned, created, and reviewed marketing collaterals to drive customer engagement
  • Identified lead segments and set up targeted nurturing campaigns for conversions
  • Assisted users with onboarding, product demos, and trainings
  • Designed personalized onboarding screens to gather user requirements
  • Monitored customer requests
  • Analyzed testimonials and user feedback to improve product features
  • Proactively addressed test failures for optimal user experience

Technical Consultant

Sutherland - McAfee Security Software
02.2016 - 10.2016
  • Diagnosing, and troubleshooting technical issues for clients
  • Analyzing data & customer journeys to identify areas of improvement
  • Solving customer issues and executing business decisions

Education

B.Tech - CSE

Govt College of Engineering Karungappallay
01.2010 - 01.2014

Skills

    Go-to-Market StrategyProduct Positioning & MessagingMarket Research & Competitive AnalysisContent Marketing & SEOCampaign Management & Lead NurturingCommunity Building & Engagement

Certification

Advanced Analytics - Google

Tools

  • SEO & Analytics - Ahrefs, HubSpot, Google Analytics, Hotjar
  • Project Management - Asana, Jira
  • Content Management - WordPress, Confluence
  • Email - MailChimp, HubSpot
  • Design Tools - Canva, Figma, Adobe Spark
  • CRM - Freshsales, Salesforce
  • Community - Discord, GitHub

Timeline

Product Marketing, Community Manager

Testsigma
02.2020 - 07.2024

Product Marketing Manager

Testsigma
03.2018 - 02.2020

Customer Success Manager

Testsigma - GenAI | Test Automation | DevOps
02.2017 - 03.2018

Technical Consultant

Sutherland - McAfee Security Software
02.2016 - 10.2016

B.Tech - CSE

Govt College of Engineering Karungappallay
01.2010 - 01.2014

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Lavanya CB2B Product Marketing