Preeti Kapasi
Highlands Ranch,CO
Summary
Innovative technology professional with several years of diverse experience. Skilled in enhancing systems and aligning technical solutions with business objectives. Proven success in leading projects from start to finish and contributing to organizational growth and success.
Thorough team contributor with strong organizational capabilities. Experienced in handling numerous projects at once while ensuring accuracy. Effective at prioritizing tasks and meeting deadlines.
Tech-savvy innovator with hands-on experience in emerging technologies and passion for continuous improvement. Skilled in identifying opportunities for technological enhancements and implementing effective solutions. Adept at leveraging new tools and methods to solve problems and enhance productivity. Excels in adapting to fast-paced environments and driving technological advancements.
Overview
18
18
years of professional experience
1
1
Certification
Work History
Marketing Automation Manager
Lonza
04.2021 - Current
- Company Overview: A global leader of chemicals and biotechnology
- Responsible for effectively translating marketing strategies into marketing automation campaigns for awareness building, lead generation and nurturing, customer retention, cross- and up-selling
- Managing team of 5 employees both internal and retainer
- Agile Product Owner: Led the end-to-end implementation of Marketo as part of the company's digital transformation strategy following Agile methodology and Scrum framework for a $400M LOB
- Drove Marketo data architecture design, implementation and testing with cross functional teams to facilitate systems integration (Marketo / ERP / SFDC/Website) with special focus on data integrity
- Designed process and training documents and led several trainings (spanning APAC, EU, Americas) for Sales Ops, Marketing Communications and Marketing Directors to maximize adoption of Marketo
- Supervise all aspects of Marketing agency partners including day-to-day deliverables as well as managing the annual budget and SOW
- Campaign Strategy Owner: Designed complex nurture strategies and lead scoring models to improve lead quality and implement efficient lead-to-conversion strategies
- Partnered with GTM and Sales Ops leaders for continuous feedback and program optimization
- Implemented Marketo RTP (Real Time Personalization) to display curated personalized content (utilizing audience segmentation) thus resulting in improved prospect / customer engagement and furthering the company's eCom sales strategy
- Implemented Marketo measure to understand the customer journey, channel performance and optimize the marketing spend based on the analysis
- A global leader of chemicals and biotechnology
Marketing Automation Specialist
Viasat Inc.
05.2019 - 04.2021
- Company Overview: A leader of the satellite internet industry
- Develop and execute lead generation, nurture and integrated marketing campaigns that drive attributable revenue growth for 7 different Business Units of the company covering B2C, B2B and B2G sectors
- Managed 4 employees in marketing team
- Lead Management: Optimize email marketing performance through A/B testing, content management and improved lead routing leading to an enhanced nurture architecture across all channels
- Integrate complimentary marketing channels (i.e., social marketing, paid media, event and conferences, direct mail) to create strategic and tactical alignment across campaigns
- Manage a complex multi-variate lead scoring model that refines the lead qualification process and enhances sales efficiency / conversion rates
- Develop guidelines for emails, landing pages and campaigns and facilitate training for various users to ensure marketing automation best practices are followed
- Marketing Automation Administration: Manage database hygiene which includes data purge, managing the record count per our license and deduplicating the data
- Create and manage Marketo implementations with 3rd party softwares
- Document and follow extensive QA & test processes for all development and integration projects
- Analytics / Reporting: Lead the quarterly business review of all marketing automation campaigns with various business unit leaders and suggest optimization strategies
- Integrate Adobe Analytics and Adobe Audience Manager to create end to end customer journey
- A leader of the satellite internet industry
Marketing Operations Analyst
Worldpay Inc.
08.2016 - 04.2019
- Company Overview: A leader of the payments processing industry
- Responsible for supporting the company's marketing strategies geared towards increasing lead generation / sales conversion by utilizing various marketing technologies (Salesforce / Marketo / CTM / PowerBI / Slickplan / AEM / Robohead / Google Analytics) and instituting analytical frameworks and world class processes
- A leader of the payments processing industry
Managerial Positions
08.2007 - 02.2013
- Held managerial positions at various media agencies in India including Madison Media Group, Lodestar UM, Mindshare Fulcrum and Starcom Mediavest Group
- Responsible for cultivating and managing client relationships, developing media strategies and optimizing integrated media plans to achieve a range of client objectives
Education
MBA - Marketing Management
01.2007
Media and Corporate Interaction leader for the student body
Bachelor of Commerce -
01.2004
Skills
- Supportive Communication Style
- Cross-Functional Teamwork
- Strategic Solution Development
- Detail-Oriented
- Strategic Decision Making
- Proficient in Handling Multiple Tasks
Certification
- Project Management Institute Agile Certified Practitioner (PMI-ACP)
Languages
English
Full Professional
Hindi
Native or Bilingual
Gujarati
Native or Bilingual
Marathi
Professional Working
Timeline
Marketing Automation Manager - Lonza
04.2021 - Current
Marketing Automation Specialist - Viasat Inc.
05.2019 - 04.2021
Marketing Operations Analyst - Worldpay Inc.
08.2016 - 04.2019
Managerial Positions -
08.2007 - 02.2013
MUMBAI UNIVERSITY - Bachelor of Commerce,
- Project Management Institute Agile Certified Practitioner (PMI-ACP)
INDIAN INSTITUTE OF PLANNING AND MANAGEMENT - MBA, Marketing Management
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