Adobe Analytics
Shantanu Tupe
Brand & Digital Marketing
Summary
Record-breaking brand marketeer, currently heading the entire product portfolio of SAP solutions for India, Sri Lanka & Bangladesh across branding and digital marketing. Experienced in strategizing and executing large scale campaigns & launches with cross-functional teams, influencing the top line. Adept in formulating GTM strategies and driving teams to achieve brand objectives. Experience in marketing during pre and post COVID times. Looking for the next challenge to take a world-class product to the world.
Overview
5
5
years of professional experience
4
4
Years of brand building & product marketing
Work History
Head of Brand & Digital
SAP Indian Subcontinent
09.2019 - Current
- Created and implemented segmentation & positioning exercises for major solutions, collaborating with different functions, bringing SAP India to the number 1 spot globally in Purchase Consideration & Awareness.
- Led the launch of new solutions and offerings by collaborating with sales, pre-sales & category marketing team to bring the right positioning to the market, leading to a strong influence on purchase.
- Handled the brand & paid media activities utilizing a budget of INR 5cr annually to influence the demand generation engine, bringing in an MQL pipeline of INR 300cr.
- Handled 10+ vendors/agencies to drive various strategic program for brand collaterals, social, paid media, content creation, PR, community management, influencer program, etc.
- Built innovative multi-channel TOFU, MOFU & BOFU marketing campaigns through earned, owner & paid media by understanding the consumer buying behavior through various touch points, leading to the birth of sustainable GTM channels.
- Established a customer & employee advocacy CoE to organically amplify SAP's offerings and vision through content marketing and storytelling, building reputation in the market, leading to a production of 500+ customer stories and savings of INR 13cr on paid media.
- Headed market research projects for specific products, engaging with agencies, thus enabling sales and marketing teams with actionable insights.
- Headed digital marketing function including search, programmatic, and display campaign along with media agencies to drive purchase consideration and awareness for products and events.
- Handled the inbound channel by maintaining the SAP website and landing pages to influence visits, registration & chats, eventually leading to a 30% growth which influenced the top line for the products.
- Grew consumer base by 500% YoY to 15,000 in 4 months by implementing a repositioning exercise across India, Sri Lanka & Bangladesh to help MSMEs get back to business during the pandemic.
- Executed physical brand activation campaigns in pre-Covid era to build awareness and generate interest.
- Lead social media team to improve presence on social channels by strategizing, executing, and maintaining annual goals, leading to SAP India reaching number 2 spot on Share of Voice ranking.
- Designed innovative and breakthrough internal programs like Global Bharat, Midmarket Ambassador, Storytelling League, etc. by collaborating with MD's office to achieve internal branding goals.
- Introduced new initiatives & platforms like ABM campaigns, Quora, live sessions, sales gamification, regional brand & social competitions & podcasts to increase addressable market.
Senior Marketing Manager
Elixia Tech Solutions Ltd
04.2019 - 09.2019
- Built the marketing function from scratch alongside the Founder & the CEO, setting up roles, processes, targets, budgets, and the GTM strategy for all 4 existing products.
- Onboarded agencies to execute paid, earned, and owned media campaigns to achieve business goals.
- Created a website from scratch to improve product discover and journey for the customer.
Associate - Instructional Design
DelphianLogic Technologies
05.2015 - 04.2017
- Lead a team of 4 members to create a marketing function, focusing primarily on brand building and positioning exercises in the US and European markets, leading to 200% YoY growth in projects.
- Designed the content structure and learning path for Fortune 50 company employees by collaborating with content creators, subject matter experts & research agencies, reducing project timeline by 30%.
- Developed a marketing funnel to engage with buyer in each stage of their journey.
Education
MBA - Marketing & Finance
IIM Ranchi
06.2017 - 03.2019
MBA - International Business
Pune University
06.2013 - 03.2015
Bachelor of Science - Physics
Fergusson College
Pune 07.2010 - 04.2013
Skills
Brand Management
undefinedSoftware
SAP Analytics
Sprinklr
Microsoft Office
Google Ads
Msights
Adobe Audience Manager
Dynamic Signal
LinkedIn, Facebook, Twitter & Quora Ads Manager
Certification
DMI Pro Certified Digital Marketing Professional
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Interests
Cooking European Cuisine
Motorcycling across India
Following MotoGP & F1
Playing football and snooker
Quote
One day or day one. You decide.
Timeline
DMI Pro Certified Digital Marketing Professional
07-2021
Head of Brand & Digital
SAP Indian Subcontinent
09.2019 - Current
Senior Marketing Manager
Elixia Tech Solutions Ltd
04.2019 - 09.2019
IXL Innovation Olympics Certification
02-2019
MBA - Marketing & Finance
IIM Ranchi
06.2017 - 03.2019
Associate - Instructional Design
DelphianLogic Technologies
05.2015 - 04.2017
MBA - International Business
Pune University
06.2013 - 03.2015
Bachelor of Science - Physics
Fergusson College
07.2010 - 04.2013
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