Repositioning a Legacy Brand: Building Digital Strategy & Revenue Marketing
Transformed the legacy brand (the digital and data transformation arm of NASDAQ-listed company) image from a legacy staffing provider to also a cutting-edge IT leader, and gaining competitive advantage in market. By bridging executive expectation gaps with a strategic, revenue-focused digital framework, we delivered a remarkable 40% organic traffic growth in just one year, ensuring stronger lead pipeline quality and impactful global event execution that solidified their position in the highly competitive digital transformation landscape.
Leading a High-Impact Global Marketing Operations
Played the critical role of AVP & Head of Digital Strategy, for the digital and data transformation arm of NASDAQ-listed company, the primary challenge was clear: reposition and grow the marketing engine of its newly launched IT Business Unit. This unit was emerging from a legacy rooted brand in staffing and training since 1986, and the crucial task involved aligning stakeholder expectations, brand positioning with correct messaging and narrative, and driving revenue-focused marketing initiatives, and significantly expanding the brand’s presence across the US and EMEA.
With strategic direction, a comprehensive digital roadmap was formulated and Standard Operating Procedures (SOPs) were operationalized for both Pre-Sales and Digital Marketing. By managing & disseminating action packed roadmaps to a high-performing, cross-functional team of over 20 resources including Web Designers, developers, content & communication team, automation experts and digital marketing teams, across various geographies and functions, a remarkable 40% increase in organic traffic was achieved, and lead conversions improved by 10%.through targeted integrated inbound and outbound campaigns.
Aligning with campaigns, the planning and execution of flagship events and webinars were spearheaded in collaboration with top OEMs and industry thought leaders. These initiatives were crucial for boosting strategic visibility for the brand and fostering deep engagement among key decision-makers. From theme curation and speaker alignment to end-to-end logistics, these events proved to be high-value demand-generation engines.
Apart from digital marketing orchestration and MarTech integration, leadership reviews were undertaken and sales-marketing collaboration was strengthened. Incorporated a culture of performance, process, and growth to prepare the business unit for long-term global scalability.
- Leadership, Demand, Martech, Enablement
- Mastech InfoTrellis
