Skill set (26)
Gagandeep in a few words
Profile
• Over 14 years of professional experience in improving profitability through effective
GTM strategies that grow revenue, market share & brand impact, at a higher ROMI
• In last 5 years, I have comfortably built and led high performing teams, especially during
tremendous change including acquisition, organisational redesign, rebrand and a
demerger. Progressing through the ranks, I quickly learned balancing the long-short of
marketing by focusing on the measurable commercial indicators and on the brand value
• Having worked within sectors including SaaS, Technology, Consulting, Professional
Services, Banking, for business including FTSE100 through to VC backed scale ups, I have
consistently demonstrated success by Marketing, Sales talking the same language
Experience
- WithSecureGlobal Marketing DirectorDecember 2021 - Today (3 years)London, UKHeadquartered in Helsinki, WithSecure is a publicly listed SaaS business delivering industry leading cyber security Products and Managed Services to enterprise customers, globally. London, United Kingdom, Dec 2021- Present•Accountable for global Demand Gen strategy creation and delivery for W/S B2B business committed to delivering 40% YoY growth in revenue, globally, within allocated budget.•Successfully orchestrate development and delivery of Content Marketing, Performance Marketing, Social Media, Product Marketing and Revenue Marketing strategy, globally.•Directly lead and coach team of eight senior marketers (Content, Product, Performance, Revenue and Social) centrally, enabling delivery of targeted marketing contribution to pipeline across Europe, North America, Singapore, and Japan.•Working closely with the CMO, Brand, develop and deliver an impactful Brand strategy. Design ATL brand campaigns that accelerate awareness, appeal for the new W/S brand•Develop and lead account-based strategy for Marketing and Sales teams to drive acquisition, retention, and expansion through targeted 12Few and 121 programs.•Design and orchestrate successful execution of demand generation customer centric campaigns keeping. Guide and coach local teams to align local and global execution.•Defining and measuring success for marketing through OKRs, is a critical part of my role as I am also accountable for global budget allocation as well as reporting on ROMI.•Working hand in glove with VP sales, regional and country leaders my role is to align Marketing and Sales strategies for effective collaboration throughout funnel, globally.•Work closely with BI, Digital and Operations teams to build performance dashboards, lead management frameworks, buyer journey models, and Martech decisions.•Build a best-in-class marketing function by hiring and developing future leaders. Coach, and nurture growth mindset that brings agility and improves outcomes.•Develop 'low effort high return' mid funnel programmes that improve funnel engagement, lead to opportunity conversion by semi automating nurturing models. Achievements:•Global marketing strategy delivered on target 40% YoY growth for Solutions business, at a 15% increase in marketing contribution to pipeline and 20% increased ROMI.•Created 'Marketing Value Stream' mirroring the W/S buyer journey for all campaign development, that significantly improved functional alignment, and increased impact on the targeting approach for 12Few, 121 named accounts, almost immediately.•Redesigned marketing organisation with the CMO to build an effective 'One Team' and 'Digital first' marketing function, dismantling BU structure and enabling full portfolio vision. Profitability from 'Expand' strategy grew by 8% within first 8 months.•Developed a new go to market strategy from scratch within five months of the demerger, that generated 30% more qualified leads, reduced operational costs, in 2022.•In first year alone, the new ABM strategy contributed to c.20% growth in revenue from existing accounts. Named logo acquisition also grew by 12%, globally.
- F-Secure CorporationHead of Marketing, B2B businessMarch 2019 - November 2021 (2 years and 8 months)London, UKHeadquartered in Helsinki, F-Secure is a publicly listed cybersecurity SaaS business providing industry recognised Products and Services through channel and direct business, globally. London, United Kingdom, Mar 2019 – Nov 2021•Accountable for marketing contribution to revenue, and, for the go to market strategy development, execution for B2B enterprise business in North America and U.K.•Leading a hybrid team of seven marketers globally, I am responsible for creating ATL, BTL campaigns that generate demand and drive demand that delivers 30% marketing contribution to pipeline, at source, at an increased YoY ROMI.•Revamped marketing strategy to align with 35% YOY growth target, tripling qualifying B2B leads through a consolidated multichannel strategy that increased average funnel velocity in year 2020 by c.30% through measured and timed, targeted campaigns.•Introduced an effective ABM strategy, built an effective Martech toolkit, while aligning Sales & Marketing optics towards accelerated growth into named accounts.•Manage and source global teams to effectively deliver planned and ad hoc demand gen campaigns through design, production, creative, digital, and live support; under budget.•Built proactive and reactive content strategy based on intent research for insight led marketing campaigns to drive engagement at top, mid and bottom of funnel.•Developed processes & templates that increased output, transparency and efficiency between sales and global marketing function by build interdependent SLAs in the funnel.•Work hand in glove with VP Sales-UK & North America to align sales, marketing strategy; and adjust go to market plans that deliver YoY growth supporting 5YR business vision.•Routine reporting into CEO, CMO, & Global Sales VP to give pulse check on marketing performance, as well as, pitching, getting agreement on ideas that will move the needle.•Develop through the funnel initiatives that improve performance of all paid campaigns (SEM, PPC, paid Social, ABM targeting, events, telemarketing and third party) and organic channels including third party partnerships that support the annual plan. Achievements:•GTM strategy built on buyer journey model, ABM, and semi-automated nurturing, increased (YoY) new customer acquisition by 12% and existing account expansion by 15% in year one alone, increasing revenue from marketing by c.20%.•During tremendous change (acquisition, rebrand, demerger, rebrand), my marketing function consistently delivered c.12% higher ROMI (opportunity value/ marketing spend)•New buyer journey model improved lead to revenue performance by c.20% increasing lead generation by 20% and lead conversion by 25% on an average in 2021.
- Ernst & YoungSenior ManagerNovember 2015 - March 2019 (3 years and 4 months)London, UK
Recommendations
Education
- Master of BusinessUniversity of Wales2009Master of Business Administration (MBA)
- Bachelor of CommerceKurukshetra University2007Bachelor of Commerce