ANU K. PATEL
Product, Marketing & Sales Leader
Atlanta,GA
Summary
Product, Marketing & Sales Leader with 20 years of experience in establishing the right product and market fit for digital B2B and B2C portfolios in hyper growth sectors. Build and grow product management, marketing & sales, and strategy & analytics groups that deliver against business KPIs consistently in global fintech, telecommunications, media & entertainment and technology companies. Adept at influencing stakeholders in cross-matrixed firms and industry ecosystems under ambiguous and agile conditions to transform organizations for growth and efficiency.
Overview
20
20
years of professional experience
2
2
years of post-secondary education
Work History
Head of Commercials, Global Client Technology
Ernst & Young
Atlanta, GA
01.2018 - Current
- Selected to head a new global commercials group in the firm’s Global Client Technology organization
- Create an innovative business entity that allows the firm to commercialize and scale its technology assets with professional services in any global account deals; Entity will support the firm’s NextWave business strategy and furthers Tech@EY agenda
- Define the value proposition, positioning, and business model of technology needed in the solution sale (including SaaS/subscription and software licensing)
- Develop and execute Go-To-Market (GTM) plans and commercial packaging and pricing recommendations for technology to enhance the global account pipeline and account team's deal closure rates
Product Lead, Global Client Technology
Ernst & Young
Atlanta, GA
01.2018 - 01.2021
- Created first-ever product management & marketing team focused on monetization of Assurance global digital technology portfolio worth $500 million+ total investment and an annual investment budget of $100 million
- Grew global team from three senior product managers to 15 resources during difficult pandemic market conditions and successfully secured business case funding of $3 million investment for adoption, user analytics, and incremental revenue efforts
- Defined product vision, strategy, and roadmaps using best-in-class frameworks (280group and Pragmatic Marketing)
- Shaped critical GTM Plans for B2B solutions EY Blockchain Analyzer and EY Atlas Client Edition
- Pushed messaging strategy that launched across digital and traditional media to grow a $5 million existing revenue stream for EY Atlas Client Edition by 40 percent
- Nurtured and expanded digital/technology adoption for 100K+ users in accounts teams and premier global 360 clients
- Spearheaded team that developed a new Data Warehouse platform built on Microsoft Azure Cloud and created BI team to understand and report on group’s OKRs and KPIs
Senior Director, Marketing & Digital Sales
Comcast
Atlanta, GA
01.2017 - 01.2018
- Delivered 24/7/365 product bundle marketing to drive incremental B2B and B2C subscriber growth for Comcast's Central Division with quarterly marketing budget of $20 million B2B and $100 million B2C
- Led seven-member group to market and sell Comcast Business and Xfinity branded products and services (cable, internet, and new mobile packages), specifically in the ecommerce channel
- Executed successful A/B streamlined offer tests to grow subscribers in competitive AT&T and Google Fiber markets
Marketing Lead, Entertainment
AT&T
Atlanta, GA
01.2016 - 01.2017
- Chosen for marketing/advertising tiger team focused on cross-sell marketing strategies; Delivered and executed on GTM plan to address the significant cross-sell opportunity in the base of 49 million households
- Launched successful integrated marketing campaigns for wireless, video, and broadband products with whole pricing offers and packages to add 100K incremental video accounts to existing wireless customers and 62K wireless accounts to existing video customers per quarter
Associate Director, Digital Experience
AT&T
Atlanta, GA
01.2012 - 01.2015
- Built product roadmap of social media, chat, and community forums software technology platforms (SAAS and APIs) with annual expense budget of $7-8 million
- Promoted within ten months of joining the team to manage five digital strategists and related business case funding requests
- Leveraged Big Data tools, artificial intelligence, and machine learning technology to data mine across platforms
- Launched proof of concepts with the firm's R&D teams, including Foundry and Labs, to discover and track bellwether customer issues and appropriately offer digital resolutions through the platforms
- Analyzed firm’s new social media sales geo-based technology, which covered reviews from Facebook, Twitter, Yelp, and Google+
- Deployed the vendor platform in six weeks and ran two mobility sales campaigns that resulted in overall 27 percent sales conversion three months post-campaign launch
- Spearheaded $12 million business case funding process for firm’s new digital chat technology platform vendor that serviced all product lines (mobility, video, internet, and traditional phone)
- Led stakeholder assessment and customer journey mapping analysis to prioritize new digital features generating a 25 percent ROI
- Led community forums’ redesign strategy to highlight rich video content and gamification of influencers
- Analyzed user experience (UX), personas, and customer journey mapping to test proposed redesign layouts via A/B tests
- Selected design that increased discoverability of quality answers in community forums by 65 percent.
Online Marketing Manager, Digital Experience
AT&T
Atlanta, GA
01.2009 - 01.2011
- Owned site analytics, data-driven insights, and business intelligence on sales, service, and support functionality of firm’s digital properties
- Managed team of three analysts to deliver critical digital KPIs and strategic analysis on website and app performance to senior leadership
- Optimized product sales and customer service results (via A/B testing) in all aspects of a top global e-commerce site and mobile app with nearly 80 million unique monthly visitors
Product Manager
MassMutual Financial Group
Hartford, CT
01.2003 - 01.2005
Senior Consultant
Booz Allen Hamilton
Washington, DC
01.2001 - 01.2003
Consulting Associate
Willis Towers Watson
New York, NY
01.1999 - 01.2001
Education
Master of Business Administration (MBA) -
Yale School of Management
01.2006 - 01.2008
Bachelor of Arts - Political Science
University of Michigan
Timeline
Head of Commercials, Global Client Technology
Ernst & Young
01.2018 - Current
Product Lead, Global Client Technology
Ernst & Young
01.2018 - 01.2021
Senior Director, Marketing & Digital Sales
Comcast
01.2017 - 01.2018
Marketing Lead, Entertainment
AT&T
01.2016 - 01.2017
Associate Director, Digital Experience
AT&T
01.2012 - 01.2015
Online Marketing Manager, Digital Experience
AT&T
01.2009 - 01.2011
Master of Business Administration (MBA) -
Yale School of Management
01.2006 - 01.2008
Product Manager
MassMutual Financial Group
01.2003 - 01.2005
Senior Consultant
Booz Allen Hamilton
01.2001 - 01.2003
Consulting Associate
Willis Towers Watson
01.1999 - 01.2001
Bachelor of Arts - Political Science
University of Michigan