Sanath BS
Bengaluru
Summary
Results-driven Content Strategy & Web Production leader with 11+ years of experience across content strategy, CMS/DAM platform implementation, omni-channel content activation, MarTech ecosystem integration, and SEO/AEO/GEO. Proven track record leading enterprise platform initiatives - including on-premise to AEM Cloud migration, content personalization/testing, and Answer Engine/Generative Engine Optimization (AEO/GEO) strategy across APAC and MENA markets - while gathering business requirements and managing cross-functional teams. Experience spans Thomson Reuters, Nutanix, Motorola, VMware, and Dell, translating business needs into scalable content platform solutions that improve engagement, traffic, and operational efficiency.
Overview
12
12
years of professional experience
Work History
Lead Web Producer
Thomson Reuters
10.2023 - Current
- Defined content strategy and content templates for omni-channel distribution of owned media content across seven Asia emerging markets - Australia (AU), Singapore (SG), MENA, India (IN), Japan (JP), Korea (KR), and China (CN).
- Led the on-premise to AEM as a Cloud Service migration - gathering business requirements, translating them into functional specifications and process flows, and coordinating the implementation roadmap with Dev, QA, and marketing technology stakeholders.
- Facilitated change management and user adoption of cloud-based platform for regional content, marketing, and editorial teams.
- Defined and drove AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) content strategy to improve content discoverability across AI-driven search and generative answer platforms, contributing to organic traffic and audience growth objectives.
- Executed A/B tests and personalization rules in Adobe Target to enhance on-site engagement and content relevance for regional audiences.
- Streamlined content workflows via Workfront (MRM) integrated with AEM DAM, ensuring efficient handoffs across editorial, design, legal, and regional review stages.
- Leveraged Adobe Analytics dashboards to monitor content performance metrics (traffic, engagement rate, page performance) and inform ongoing content strategy decisions.
- Collaborated with SEO, UX, and digital marketing teams to align content architecture with omni-channel activation goals, supporting campaign and product launch timelines.
- Acted as primary point of contact for web production strategy, mentoring junior producers and content specialists, and overseeing end-to-end content lifecycle management.
- Employed HTML/CSS for front-end design maintenance and created visual assets (banners, billboards) ensuring brand consistency.
- Maintained BAU web operations via Workfront, including product page redesigns, campaign updates, and event-related content.
Web Producer
Nutanix
05.2020 - 08.2023
- Built and produced Nutanix's digital experiences using Adobe Experience Manager and Marketo, partnering with Digital Marketing, Global, PMO, Demand Center, Marketing Technology/QA, Creative, and Editorial teams on redesign projects, product launches, localization, and marketing campaigns.
- Managed and mentored a team of 5 AEM Content Authors - overseeing work allocation, quality review, publishing standards, and process training.
- Collaborated with business stakeholders to optimize user experience and content activation across Nutanix's digital properties.
- Managed, updated, and published marketing content and DAM assets on high-traffic public-facing pages (Blogs, Press Releases, Forecast Articles).
- Coordinated and published major product launch content, serving as liaison between marketing/business and technology teams.
- Produced and published customer stories, event pages, campaigns, and solution pages.
- Worked cross-functionally with designers, copywriters, UX, Dev, and digital project managers on key web/content initiatives.
- Supported UAT and QA of AEM features/components as part of platform enhancement cycles.
- Created and maintained web publishing training documentation to support team onboarding and process consistency.
- Utilized Adobe Analytics and other web analytics tools to track and report on key content performance metrics.
Web Producer
Motorola Mobility
02.2018 - 05.2020
- Authored, staged, and published content across Motorola's global websites using AEM, Drupal, and Vtex.
- Partnered with developers, content strategists, copywriters, marketing, legal, brand, and regional stakeholders to ensure brand-appropriate, globally aligned, approved content.
- Participated in agile sprints, proposing internal tools to simplify publishing during global product launches.
- Collaborated with engineering on staging site enhancements, including prioritization, troubleshooting, and QA.
- Produced analytics reports to inform strategies for increasing website traffic.
- Developed, tested, and optimized marketing campaigns.
- A Lenovo Company
Digital Marketing Producer
VMware
08.2017 - 02.2018
- Supported day-to-day production of VMware.com content within a cross-functional production team.
- Built and supported marketing campaigns across EMEA - emails, landing pages, and nurture programs - using content management, marketing automation, and web development systems.
- Managed specification documentation and content deliverables across the product launch process.
- Maintained/published product downloads and hands-on labs via the DSCM tool.
- Identified and resolved website issues via Jira, tracked through sprint cycles.
- Digital Marketing
Analyst, eDell Site Operations
Dell
09.2016 - 08.2017
- Managed content updates across Dell.com consumer and B2B ecommerce sites globally using XML, Storm ware, XDB, XST, and HTML.
- Oversaw the worldwide Dell.com eCommerce eStore across multiple regions and languages.
- Handled online content management, custom page creation/updates, promotions, SKU updates, and promo imagery.
- Coordinated digital project requests with the global marketing team to schedule content updates.
- ECommerce Services
Web Marketing Analyst
Appnomic Systems Pvt Ltd
08.2015 - 09.2016
- Maintained and updated the corporate Drupal website (cypress.com).
- Developed a new responsive marketing website (appnomic.com) using HTML, CSS, Bootstrap 3, Drupal 7.3.
- Coordinated between US web marketing, business unit/product marketing, and IT teams.
- Designed product web pages per business requirements using HTML/CSS.
- Tracked broken links, downloads, and clicks via Google Analytics.
- Moderated the Cypress Forum, monitoring activity via Oracle BI tools.
- Outsourced to Cypress Semiconductors
CMS Site Builder
Droid Business Solutions Pvt. Ltd
06.2014 - 08.2015
- Deployed and customized CMS using Drupal 7; built front-end GUIs with HTML, CSS, JavaScript/jQuery.
- Gathered client requirements (CRS), designed sites, and created software requirement specifications (SRS).
- Managed project flow and ensured deliverable milestones were met.
- Maintained and updated existing client websites as requested.
Education
Bachelor of Engineering - Information Science
07-2014
Diploma - Computer Science and Engineering
06-2011
Skills
- HTML 5
- CSS 3
- JavaScript
- Bootstrap 3
- AEM 65
- WordPress
- Drupal
- Digital Asset Management
- Content tagging
- Governance
- Reuse
- Workfront
- Marketo
- Adobe Target
- On-page SEO
- Keyword research
- Structured data
- AEO
- GEO
- Adobe Analytics
- Google Webmaster Tools
- Jira
- Trello
Timeline
Lead Web Producer
Thomson Reuters
10.2023 - Current
Web Producer
Nutanix
05.2020 - 08.2023
Web Producer
Motorola Mobility
02.2018 - 05.2020
Digital Marketing Producer
VMware
08.2017 - 02.2018
Analyst, eDell Site Operations
Dell
09.2016 - 08.2017
Web Marketing Analyst
Appnomic Systems Pvt Ltd
08.2015 - 09.2016
CMS Site Builder
Droid Business Solutions Pvt. Ltd
06.2014 - 08.2015