Social Media Digital Marketing

Anshuman Mohapatra, MBA, MS, CSPO®

857-***-**** adixq3@r.postjobfree.com

Product Marketing And Business Analytics

Product Analysis Marketing Analytics Product Marketing Business Intelligence Go-to-Market Strategy

Professional Profile

Analytical product marketing professional with a breadth and depth of experience in creating and implementing data-driven business strategies, marketing and branding campaigns, and business intelligence initiatives. Business-minded data strategist with a unique understanding of market research that informs successful development and launch of consumer-packaged goods and services. Collaborative product manager with the confidence to present ideas, pitch initiatives, and defend concepts through comprehensive road maps and persuasive go-to-market strategies that grow visibility and compel target audiences to buy. Extensive work experience in B2C and B2B industries with expertise in eCommerce, mobile banking, mobile app adoption, consumer insights and business intelligence.

Areas of Expertise

NLP (Clarabridge, Google Syntax Net)

Digital Marketing (SEO, SEM, Social Media)

Data Analytics and Market Research

Email Marketing (HubSpot, Marketo)

Analytical Tools (SQL, Python, SAS, SPSS, R)

Project Management (JIRA, Asana)

Pricing and Go-to-Market Strategy

Marketing Analytics (Google, Adobe)

Agile Methodologies, Scrum, CSPO

Consumer Packaged Goods (CPG)

CRM (Salesforce, HubSpot)

Marketing Automation (Marketo, HubSpot)

Data visualization (Tableau, Domo, Excel)

Amazon Marketplace

Career History

SharkNinja Operating LLC Needham, MA

Product Marketing Specialist Feb2020 – Jul2020

Owned the development of value propositions, core content, digital content, and developed audience compelling messages for products slated for launch in 2021, driving consumer research and data analysis to gather insights that inform creation of targeted and appropriate product messaging and product launch.

oWorked with cross-functional teams to define product objectives and strategy, product positioning, and packaging, for the hugely successful Ninja 2-basket Air Fryer that resulted in 250K units sold in 60 days.

oLed qualitative and quantitative research to understand the consumer preferences, message resonance and acceptance testing.

oWorked with product management team to distill key functionalities and benefits into core product marketing messages. Work effectively across the organization with groups such as product management, content operations, business development, UX, and consumer marketing to achieve business goals.

oDevelop all brand content and assets, including packaging features, design elements, and digital messaging that resonates with consumers across all channels from e-commerce pages to social media.

oDesign product marketing concept for go-to-market launch collaborating with the consumer insight team to conduct concept feedback surveys to help understand key claims that resonate with target users.

Analyze sales performance and attach rates of kitchen appliance accessories using Domo, evaluating various retailer segments to build-out the Fall 2020 digital content.

oIdentified key consumer insights through text analytics and conversational analytics research from Clarabridge (Natural Language Processing) platform.

Owned market intelligence and competitor research to become the SME (subject matter expert) to understand market trends, consumer mindset, and industry discussions that provide insight into Market place and the world of consumer-packaged goods (CPG).

Carlton PR & Marketing Lexington, MA

Product Management Jun 2019- Aug2019

Collaborated on market research and data analysis projects for a range of clients as part of this start-up public relations and marketing agency providing data-driven marketing, business intelligence, go-to-market strategy and product launch.

oDeveloped and implemented marketing strategies for clients, improving search engine performance to attract website visitors, and drive growth to achieve average monthly traffic increases of 13%.

oAnalyzed data to identify trends, generate reports, and continually optimize marketing and social media campaigns to produce optimal results and maximize ROI.

Spearheaded the research of female entrepreneurs to gather metrics on visibility resulting from speaking engagement, marketing events, and other public relations initiatives to gain further understanding into marketing outcomes.

oConducted full case modeling to gain insight into the success of marketing initiatives, increasing the efficacy of Innovation Women Webinars through improved targeting that increased registration by 30%.

Created the impact “$3.6B Funding for Start-Ups in the Last 5 Years” statement to further the mission of the Massachusetts Innovation nights platform aimed at connecting and propagating Boston-based start-ups using SQL & R.

Introduced Google Analytics and additional digital marketing tracking best practices in the client environment to better understand performance of landing pages, calls to action, and web assets, improving conversions by 10%.

Forecasted business using the predictive analytics model to predict performance and understand the factors influencing the organization’s capacity for growth in 2020.

Aircel (Maxis Group Company of Malaysia) Malaysia India

Business Intelligence And Product Manager Mar2014 – Jan2018

Drove company-wide business intelligence and business analysis, evaluating the market and identifying areas of opportunity while leading marketing and sales operations teams in delivering over $51M in annual gross revenue.

oDeveloped the strategic product road map, collaborating with executive leadership to create the overall vision while leveraging market segmentation to improve customer acquisition and increase annual revenue by $2M.

oCreated content and social media strategies to position the brand as a top-three network provider, increasing online sales by over 50% and retail search by more than 20% within the first two months of the campaign.

oDiscovered a poorly performing product venture that was on pace to lose the company as much as $60M per year, leveraging business intelligence data to successfully suggest that ownership discontinue the investment.

Owned the development, deployment, and ongoing enhancement of demand planning, supply planning, and sales and operations strategy, leading cross-functional infrastructure team projects to improve annual profitability by $24.5M.

Bharti Airtel Limited Tanzania India

Product Marketing Manager Oct2012– Mar2014

Led re-marketing product launch of data and cell phone products and created the roadmap for the #1 cell phone provider in Southeast Asia and Africa, implementing product roadmaps and leading cross-functional GTM team to launch innovative and path breaking products and solutions.

oDesigned the “My Airtel, My Offer” recommendation engine platform, which used data science-based algorithms and predictive analytics to predict consumer attrition(churn), future purchase pattern and customer lifetime value.

oIncreased customer retention by 6% and injected an additional $12M into the company’s revenue through changes to the business model that addressed nuanced customer needs and created new income streams.

oChampioned India’s telecom industry’s first digital marketing campaign by creating an innovative plan that changed the paradigm of advertising by surpassing the competition through appeal to a young demographic.

Overhauled the company’s approach towards persona-based content with data-driven insights into customer behaviors and data use, creating a unique product messaging to provide excellent enablement and training for sales.

oDeveloped the product marketing plan, leveraging gathered data and insights to create tailored strategies that successfully communicated changes to customers through compelling stories highlighting consumer benefits.

oUtilized influencer marketing and social media to improve customer reception, managing comprehensive campaigns to optimize content, and ultimately improve sales by 15% year-over-year.

Education and Certifications

Bentley University, Graduate School of Business

Master of Science, Marketing Analysis

Panjab University, University School of Business

Master of Business Administration, Marketing and Human Resources (Part-Time)

Dr. MGR Engineering College, University of Madras

Bachelor of Technology, Chemical Engineering

Technological Competencies

Google Analytics, Google Data Studio, Google Ad Words, Marketo, Tableau, SPSS, SAS, SQL,

Advanced Excel, Predictive Analysis, Regression Analysis

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