Summary
Overview
Work History
Education
Skills
Websites
Personal Information
Languages
Timeline
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Pradeep Subbarayan

Pradeep Subbarayan

San Jose,CA

Summary

Strategic, results-driven product marketing leader with 20 years’ experience across AdTech, E-Commerce, Payments, and Marketplaces. Deep experience in launching, growing, and monetizing products from 0 to 1 to 100, differentiating and effectively positioning against competition. Entrepreneurial and data driven self-starter, consistently accelerating revenue growth and generating increased demand in target markets. Flexible team player who thrives in a fast-paced, often ambiguous, environment; A commercial and data-driven mindset, with proven ability to use data in storytelling; Influential collaborator and inspiring team leader known for fostering long-term relationships with product management, sales, customer success, clients, and partners via top-notch communication skills.

Overview

23
23
years of professional experience

Work History

Fractional Marketing Leader

PRADEEP SUBBARAYAN CONSULTING
San Jose, CA
10.2022 - Current
  • Led the development of a product marketing strategy and global campaign launch plan for an EdTech company
  • Worked with research teams on persona definition (ICPs), developed KPIs, segments, targeting criteria, messaging, value prop, pricing for the launch of training and certification products globally
  • Developed GTM strategy, targeting enterprise e-commerce brands on Amazon, Walmart, and Instagram for SaaS company
  • Developed sales positioning decks, battle cards, customer case studies, positioning framework, press releases, data-driven PR pitches, and solution videos that drove 10% increase in sales funnel conversions
  • Successfully developed brand strategy and identity with a $10M+ budget for an E-commerce Travel brand
  • Develop agency briefs, manage consumer research, persona development, brand identity creation, media planning, and campaign development
  • Oversaw media buying and activation via Google DV 360, paid search, paid social media (FB, IG, TikTok), radio channels, as well as MLS, NBA, Major League, and NHL Teams
  • Manage a team of 3 direct reports and 8 agency staff across creative, digital, and research teams.

Senior Product Marketing Leader (L8 - Director Level)

SHOPIFY INC.
San Jose, CA
01.2022 - 10.2022
  • Led the global launch and scaling of Shopify’s cross-border e-commerce platform with 5 product lines
  • Oversaw product marketing for FX, Admin, Translation, Duties & Import Taxes, and Markets Pro products
  • Successfully grew FX rev by $3M, Translation app installs to over 20K, and achieved a 60% adoption rate in 4 months
  • Led a team of 12 senior product marketers, growth marketers, UX, content writers, and paid media employees, to deliver strategy, GTM plans, launches, pricing and packaging, value propositions, and in-product features
  • Drove enterprise, mid-market, and SMB merchant acquisition and cross-sell by employing email, paid media, SEO, social media, and in-product marketing strategies via PLG, enterprise, partner, and App Store channels.

Head of Marketing – Product, Growth and Brand Marketing

COMMERCE IQ
Mountain View, CA
01.2018 - 01.2019
  • Led and grew search ads and digital shelf optimization for large e-commerce brands
  • Recrafted positioning from an also-ran agency to a differentiated, customer-driven value proposition that grew SQLs by 5X, customers and revenues by 8X
  • Developed advertiser/brand facing search ad products to drive KPIs such as share of voice, incremental ROAS, braded and unbranded search coverage
  • Developed foundational assets such as ICPs, targeting, value proposition, pricing by account segment
  • Collaborated with the VP of Sales, AEs, and SDRs to develop sales enablement materials, webinar content, long-form and short-form content
  • Recruited and led a team of 5 high-performing marketing, PR, and content agencies.

Head of Product Marketing - Amazon Advertising

AMAZON.COM
Seattle, WA / Palo Alto, CA
01.2014 - 01.2018
  • Oversaw and led the launch and scaling of Amazon’s Search, Programmatic Display, Affiliate Ads programs for brands, creators
  • Developed advertiser facing value proposition, competitive differentiation, targeting, positioning, and simple jargon-free messaging for enterprise, mid-market, self-service segments across the US, Canada, EU, Japan, and Australia
  • Successfully doubled customer growth 2 years in a row and grew revenues by 4.7X for Amazon Search Advertising
  • Drove 40% adoption among Fortune 200 media publishers and 4X growth across thousands of SMB app developers / web publishers, leading the GTM launch, including private beta and public launch of Amazon’s 3P supply side platform
  • Conceived, developed, launched, and scaled Business Advisor, Header Bidding, and incremental CPM products
  • Developed brand identity, naming, sub-branding (house of brands), tone, and voice for Amazon Publisher Services.

Director, Global Product Marketing Strategy

VISA INC.
Foster City, CA
01.2012 - 01.2013
  • Increased payments volume by 60% while improving marketing spend efficiency by 17%, leading the marketing strategy and planning for Visa’s US, LATAM, and APAC businesses.

Founder & CEO (B2B / SaaS Business)

KUDOSKORNER
Sunnyvale, CA
01.2011 - 01.2013
  • Launched and grew this HR analytics company in enterprise social space to 1,000+ users and 5 customer pilots.

Senior Manager, Ads and Monetization

YAHOO INC.
Sunnyvale, CA
01.2007 - 01.2011
  • Grew revenues by 23%, user growth by 36%, and retention by 9% on average, acting as advertising and monetization lead for Yahoo’s portfolio of subscription, advertising, lead and listings businesses
  • Developed search advertising products / features for advertisers and publishers to monetize their content, user intent.

Senior Consultant

BOOZ ALLEN HAMILTON
McLean, VA
01.2001 - 01.2003
  • Completed strategy consulting projects for clients in the Aviation, Retail, and IT verticals.

Education

MBA (Marketing, Strategy & Technology) -

Kellogg School of Management, Northwestern University
06-2005

Master of Science (Industrial Engineering & Operations Research) -

Virginia Tech
12-1999

Bachelor of Science (Civil Engineering) -

Indian Institute of Technology
06-1998

Skills

  • Product Marketing
  • Vision setting, strategy & planning
  • Search Ads, Programmatic Display Ads
  • Messaging, Positioning, Packaging
  • Team building and leadership
  • E-Commerce and app store marketing
  • GTM Launches, Market Research
  • Roadmap development, prioritization
  • Payments
  • Pricing and Sales Enablement
  • Cross-functional collaboration
  • Marketplaces

Personal Information

Title: Product Marketing Leader, Ads, Payments, E-Commerce

Languages

English
Native/ Bilingual
Tamil
Native/ Bilingual
Hindi
Limited
French
Elementary

Timeline

Fractional Marketing Leader

PRADEEP SUBBARAYAN CONSULTING
10.2022 - Current

Senior Product Marketing Leader (L8 - Director Level)

SHOPIFY INC.
01.2022 - 10.2022

Head of Marketing – Product, Growth and Brand Marketing

COMMERCE IQ
01.2018 - 01.2019

Head of Product Marketing - Amazon Advertising

AMAZON.COM
01.2014 - 01.2018

Director, Global Product Marketing Strategy

VISA INC.
01.2012 - 01.2013

Founder & CEO (B2B / SaaS Business)

KUDOSKORNER
01.2011 - 01.2013

Senior Manager, Ads and Monetization

YAHOO INC.
01.2007 - 01.2011

Senior Consultant

BOOZ ALLEN HAMILTON
01.2001 - 01.2003

MBA (Marketing, Strategy & Technology) -

Kellogg School of Management, Northwestern University

Master of Science (Industrial Engineering & Operations Research) -

Virginia Tech

Bachelor of Science (Civil Engineering) -

Indian Institute of Technology

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Pradeep Subbarayan