Priyanka Mandhyan
Product Marketing Manager Summary
-
Product Marketing Manager with an MBA and 4 years of experience in digital marketing start-ups and a product marketing internship at VMware
-
Leveraged spreadsheet modelling skills to develop a sales tool at VMware that cut down information look-up time for sales teams by 50%
-
Led a team of 4 and developed content strategies for Smart Web Technologies, a B2B company in India, leading to 500% increase in inbound website leads
-
Heavily invested in growth mindset and product marketing development and part of the Product Marketing Alliance
Digital Marketing Skills
B2B Product Marketing Skills
Research Skills
Business and Writing Skills
Tools
Microsoft Excel
Python
Microsoft Powerpoint
R/Radiant
Visio
SQL
Canva
Tableau
Adobe Photoshop
MS Project
Overview
2023
Product Marketing Volunteer,
TogetherWell
Currently leading the TogetherWell marketing strategy team to create brand awareness around affordable mental health workshops.
Remote, California
2022
MBA Product Marketing Intern,
VMware
From sales enablement to interviewing the VP of EUC, this experience had it all. My biggest win here was to creating a sales tool that reduced lookup time for sales reps while speaking to customers by ~50%.
Remote, California
2020
to
2021
Marketing Head of Internal Marketing Team,
Smart Web Technologies (MaxMobility and UrsDigitally)
As a marketing head, I led a team of four digital marketers and created strategies for brand awareness and demand generation online. My content strategies increased organic leads by 500%.
Mumbai, Maharashtra, India
2019
to
2020
Brand Strategist and Performance Marketing Executive,
Pixel Fox Studios
I created pitch decks for customer acquisition. They were based on market and customer research and featured creative social media campaigns. I also introduced a new revenue stream by initiating digital ads.
Mumbai, Maharashtra, India
2018
to
2019
Social Media Executive,
Digital Republik
Copywriting to conceptualizing social media campaigns that were paid and unpaid was my jam as a social media executive. I specialized in lead generation ads on Facebook that received 3500+ leads per month.
Mumbai, Maharashtra, India
2017
Client Servicing Manager,
Inzane Labs Pvt. Ltd. (PaGaLGuY.com)
My primary goal in this role was to evangalize our product to our business school clients in India so they understand how to make use of all the features of the website to reach prospective applicants.
Mumbai, Maharashtra, India
2015
to
2017
Volunteer,
Make A Difference (non-profit)
​
|
|
​
City Project Manager (Volunteer Postion),
Make A Difference (non-profit)
I volunteered for 2 years with Make A Difference, a non-profit in India for child education. I was promoted to City Project Manager handling 40 volunteers within a year and helped enroll 9 student in college.
Mumbai, Maharashtra, India
2014
to
2016
Multiple Marketing Internships,
Kamani Foods
Foxymoron
Resultrix (Publicis)
I interned in three companies to gain practical experience while pursuing my education in India. Two of the internships were in digital marketing and one in traditional marketing for a CPG company.
Mumbai, Maharashtra, India
Work Experience
TogetherWell, Remote CA | Aug 2023 - Present
Product Marketing Volunteer
TogetherWell is a mental health non-profit that is raising mental health awareness and sharing free-to-use mental health resources. The organization is also developing a dashboard that connects businesses and individuals needing free mental health workshops to therapists. I'm working in an Individual Contributor role to set up and measure the marketing strategy across all the marketing teams.
Internal Marketing Analytics Tracking
Analytics, Cross-Functional Collaboration, Spreadsheet Modelling
-
​​Evangelized and presented pitches in front of Project Managers of all the teams and the Founder about the OKR model
- Collaborated with all the product and marketing teams (Email, SEO, Paid Ads, Social Media, UX/UI, Video and PR) to set up OKRs for all the teams, reaching 100% buy-in of the OKR model
-
Currently building an OKR Tracker on Google Sheets so all teams can keep track of the progress on their goals using leading and lagging metrics
Brand Guidelines Creation
Branding, Training, Presentation
-
Built the brand guidelines for the organization that included guidelines for brand tone, voice, visual elements, templates, and colour scheme, resulting in a synergistic representation of TogetherWell across platforms
-
Currently in the process of deploying the guidelines across teams and creating an internal training program to ensure the guidelines are followed
Positioning and Messaging of the organization and dashboard
Customer Research, Cross-Functional Collaboration, Product Marketing Strategy
-
Set up the Positioning process and team which includes the Founder, Product Marketing, UX/UI (or product), and PR (the original owners of all marketing communication)
-
Currently contacting therapists, businesses, and individuals who have used TogetherWell's resources and those who have not to conduct in-depth interviews to understand competitive alternatives, product-market fit, and valued features
VMware, Inc, Remote CA | May - Aug 2022
Product Marketing Intern
VMware is an IT enablement company that provides cloud computing solutions and has recently started its transition into SaaS. I worked with Workspace ONE which is a SaaS product.
Intel vPro-Workspace ONE Integration Go-To-Market
Sales Enablement, Go-To-Market Strategy, Cross-Functional Collaboration, Content Writing
-
Developed a go-to-market plan with VMware’s partner, Intel, and cross-functionally collaborated with product management to craft messaging for and build 10+ sales enablement collateral within a month such as playbooks, customer presentations, enablement training presentations, to grow awareness of an endpoint management feature
-
Managed collaboration with 3 vendors for paid social media campaigns, sales enablement asset designs and video assets, some for VMware Explore which were showcased at one of the booths with the highest foot traffic at the event
​
VMware Workspace ONE new SKU:old SKU Mapping Tool
Sales Enablement, Spreadsheet Modelling, Cross-Functional Collaboration
-
Potentially reduced SKU search time for sales teams assisting the Workspace ONE products by 50% by spearheading the development of a custom sales database tool using spreadsheet modelling and driving demos with sales reps for feedback
Thought Leadership Article for the VMware End User Computing Blog
Content Strategy, Thought Leadership, Content Writing
-
Suggested the addition of a thought leadership article that covered the interviewed the VP of Product Marketing, Eund User Computing, Renu Upadhyay and owned the execution of the interview and article, reintroducing thought leadership to the VMware EUC blog
​
Intern Activities
Webinar Moderation, Company Analysis, Internal Product Development
-
Ranked second in a Hackathon for Interns and submitted a case for creating a Product Assessment Tool that acted as a hub for product marketing, product management, sales, and customer success to collaborate on customer feedback and needs
-
Moderated a panel discussion for the interns with the CTO of VMware, Jerry Ibrahim
Smart Web Technologies, Remote India | July 2020 - July 2021
Marketing Head
Smart Web Technologies is the parent company of MaxMobility, an enterprise mobility company, and UrsDigitally, a digital marketing agency. I worked with the internal marketing team to increase ToFu leads and brand awareness of both the brands.
Increasing Top of the Funnel Sales Pipeline
Sales Enablement, Cross-Functional Collaboration, Content Strategy
-
Created a content planning template that included goals, target segments, timelines, and specific content for each stage of the sales cycle
-
Conducted market and competitor research every month and identified customer pain points that led to value-driven content ideas to add to the content planning template
-
Consulted with the SEO expert in the team for keywords every month, then assigned content pieces to team members as the marketing leader and ensured they were ready and live for customer consumption on the deadlines set in the template
-
Introduced multiple new types of content such as case studies, webinars, free template giveaways, and more that led to more downloadable thought-leadership type content for paid ads, reducing cost per lead to $0.15 per lead (industry average was about $0.80 per lead)
-
The new content plan and regular content updates led to the website ranking first on Google for relevant keywords and increased organic leads on the website for sales by 500%
-
A/B tested webinar audiences and topics from niche to broad and over two months increased webinar attendance by 90%
​
Leading the marketing team
Project Management, Stakeholder Management, Cross-Functional Collaboration
-
Led a team of 4 marketers and set up daily stand up meetings, clarified goals, and established new communication and task management processes, leading to 2x increase in productivity
-
Cross-functionally collaborated with sales, customer success, and c-suite to understand the major goals of the company in order to convey them back to the team and have a much more focused approach towards marketing
-
Set up regular check-in processes with sales, customer success, and c-suite to keep them updated on the progress and to review whether any priorities or goals had changed
Pixel Fox Studios, Mumbai, India | Aug 2019 - Mar 2020
Brand Strategist, Copywriter, and Performance Marketing Executive
Pixel Fox Studios is a start-up digital marketing agency that caters to largely hospitality and retail clients. I helped the business development team with pitch decks for customer acquisition primarily.
Developing pitch decks for customer acquisition
Sales Enablement, Business Development, Market Research, Customer Research, Marketing Campaign Strategy, Verbal Communication, Presentation
-
Developed 14 pitch decks over the course of 6 months that contained market research based campaigns for potential customers ranging from various industries such as hospitality, consumer packaged goods, and retail
-
The research process for the pitch decks included reading up market reports to find the industry landscape, occasionally conducting surveys and analyzing the data for customer insights using Excel, going through reviews and social media for competitive intelligence, brainstorming ideas for creative campaigns based on the research insights, and then collaborating with the designers for mock-ups
-
Won 3 major customers for the agency through the pitch decks, including a large e-automobile customer called Bulgani (now BGauss) and retail chain MeNMoms
​
Running, measuring, and optimizing paid ads for customers
Social Media Ads, Budget Optimization
-
Introduced paid ads as a revenue generation activity for the agency by suggesting it for a textile client, Softweave towels, and running conversion ads on Facebook getting 2x the return on advertising spends (ROAS)
-
Managed paid social media ads for 2-3 customers at a time that varied in industry from hospitality to retail such as Hard Rock Cafe, Softweave Towels, and MeNMoms, analyzing performance through social media analytics and optimizing the ads to increase brand awareness, website traffic, or impressions by 10-15% on average month on month
-
Managed amazon ads for a consumer packaged goods brand called Chymey
Ideating social media posts and writing social media copy
Social Media Marketing, Copywriting
-
Conducted market research for 2-3 customers at a time to inform organic social media post ideas by using tools such as SEMRush, BuzzSumo, SimilarWeb, Google Trends, and social media comments, increasing engagement and followers for each by 15-20% month on month on average
-
Used relatable language while maintaining brand voice of each of the customers to write engaging copy for social media and social media ad captions
-
Collaborated with the design and account management team for social media visuals ideation, creation, and approval cycles
Digital Republik, Mumbai, India | Mar 2018 - Mar 2019
Social Media Executive
Digital Republik is a start-up digital marketing agency. I managed the organic and paid social media presence of various customers at the agency.
Managing the Social Media Campaigns of multiple customers
Market Research, Social Media Management, Marketing Campaign Strategy, Customer Research, Social Media Data Analytics, Copywriting
-
Managed the organic social media presence of 4-6 customers at a time in varied industries such as healthcare, education, and real estate
-
Conducted market research using tools such as Zoho Social, SEMRush, Google Trends, and BuzzSumo and social listening through Tweetdeck every month, leading to out-of-the-box social media posts and copy that increased engagement and followers by at least 10-15% month on month on average
-
Set up and maintained the social media account of a real estate customer from 0 to 1
Running, measuring, and optimizing paid ads for customers
Social Media Ads, Budget Optimization
-
Segmented and targeted facebook lead generation ads for a fitness brand bringing in 3,000 leads a month within $7,000
Inzane Labs Pvt. Ltd. (PaGaLGuY.com), Mumbai, India | Jul 2017 - Dec 2017
Client Servicing Manager (or Customer Success Manager)
PaGaLGuY.com is a social media platform for Indian graduate education aspirants. As a customer success manager, I handled the post purchase journey of customers which included multiple top business schools in India.
Conducting sentiment analysis, suggesting campaign ideas to customers, and executing and optimizing the campaigns
Customer Research, Google Analytics, Marketing Campaign Strategy, Measurement and Reporting, Stakeholder Management
-
Managed customer satisfaction of business schools such as Xaviers Institutue of Management, NMIMS, TAPMI, MICA, and Symbiosis
-
Analyzed prospective student chatter on the platform by reading through posts and comments and used Google Analytics to guage activity towards the customer and reported the insights, suggesting new campaigns
-
Ran email campaigns for customers achieving an open rate of 25-30% through creative email headlines and content
-
Executed banner advertisements for customers through Double Click for Publishers
-
Suggested and convinced Xaviers Institute of Management to conduct a live chat on the platform, ran a marketing campaign to promote it, and received 800+ queries within an hour
Training customers and evangelizing the platform
Training and enablement, Verbal Communication, Presentation
-
Educated Deans, Assistant Deans, and Student Ambassadors on the organic and paid features of the PaGaLGuY platform by compiling the training presentation and enabling the customers to take maximum advantage of the platform by conducting the training
Multiple Marketing Internships, Mumbai, India | May 2013 - May 2017
Kamani Foods
Kamani Foods is a Consumer Packaged Goods company with the cooking oil products
Marketing Intern, Feb - May 2017
-
Conducted competitor analysis for the rice bran and peanut oil brands by going through industry reports, conducting field surveys with retailers, and observing the field sales team on ground, and then presented the report to the CMO to provide inspiration for new positioning and messaging ideas
-
Created brand guidelines for the rice bran oil brand in collaboration with the marketing managers and designers
-
Managed external social media and design vendors
-
Assisted the marketing team for sponsored events by helping set up booths, talking to potential customers about the benefits of the cooking oil and providing samples
Foxymoron
Foxymoron is a digital marketing agency
Content Intern, Oct - Dec 2016
-
Conducted online research for content ideas for blog articles and social media posts, created the content calendar, and executed on the content ideas for a coworking company called Awfis
Resultrix
Resultrix is a digital and performance marketing agency
Creative and SEM Intern, May - Jul 2014
-
Brainstormed creative campaign ideas with the creative team for customers by conducting market and competitor research for multiple brands such as IKEA, Airtel Africa, Libero, and more
-
Managed an SEM campaign on Google Ads for India's Raw Star
Marex Media Pvt. Ltd.
Trainee Reporter, May 2013
-
Conducted interviews of imminent merchant navy personalities in Mumbai, India for Marex Media's shipping magazine and converted them into articles
Degrees & Certifications
Bachelor or Mass Media, 2012-2015
Jai Hind College, University of Mumbai
Google Ads Certification - Search
Master of Arts, Advertising, 2015-2017
Kishinchand Chellaram College,
University of Mumbai
Product Marketing Foundations
Master of Business Administration, 2021-2023
University of Southern California,
Marshall School of Business
Account-Based Marketing Foundations
Volunteer Experience
Make A Difference (MAD), Mumbai, India | 2015 - 2017
MAD is a non-profit that helps children in shelter home achieve equitable outcomes (or rise out of poverty) through educational and emotional support. The project I was part of included helping young adults in shelter home pass high school, get admission into college, and then even provide support once they were in college
City Project Manager, 2016-2017
Project Management, Leadership, Team Building, Training, Stakeholder Management, Recruitment
-
Hired, trained, onboarded, and managed a team of 40 volunteers alongside two more city managers
-
Built a team culture by making meetings a safe space with open communication and set up weekly meeting schedules
-
Organized document files and application trackers to help 11 children get into college and even assisted on ground to drop off applications, helping 9 out of the 11 children get enrolled
-
Managed stakeholder expectations of shelter authorities, parents of the children, and the management team at the non-profit
Volunteer, 2015-2016
Leadership, Verbal Communication, Creative Problem Solving
-
Provided life skills education through creative lesson plans to two young adults living in shelter homes
-
Helped both children understand their career motivations and goals and educated them on the benefit of higher education
Projects
ESPN World
A New Product Development Project for Disney
One of the group projects for the New Product Development elective at USC Marshall School of Business was to create a new product for Disney. The plan would need to contain a strong pitch for why this was the right product and whether it was a feasible idea.
​
Ranked second in class by:
-
Sending out surveys and conducting 1:1 sports fan interviews to understand the need for a product such as this
-
Using bass model and conjoint analysis to predict the retention rate, subscriber growth, and appropriate subscription price
-
Using this data to calculate the breakeven cost and number of subscribers and the customer lifetime value
The challenge was to find a way to attract the current Gen Z to Meta's platforms, Facebook, WhatsApp, and Instagram. Our team decided to create an app on the mobile and the Metaverse that would allow Gen Z to form communities and have shared online experiences with friends.
​
Ranked third in the case competition by:
-
Reading reports online and observing Gen Z behaviour on Meta platforms
-
Keeping DEI as a common basis to promote an inclusive environment
-
Using the RICE method to decide on the features to be added in this first version of the app
-
Predicting the user experience on the app and creating natural progressions of features
-
Designing the mock-ups using Photoshop
-
Using bass model and similar technological advancements as the basis for the diffusion rate
Meta Product Strategy
A Case Competition by the Graduate Marketing Association at USC Marshall sponsored by Meta
Headspace
Market Research Project
As part of the CMO on shareholder value class at USC Marshall School of Business, I conducted a market research project on Headspace. The ultimate goal was to provide some recommendations on how the marketing strategy can be improved.
​
Ranked one of the best projects in class by:
-
Conducted industry, competitive, customer, company, and SWOT analysis
-
Used online reports, Seeking Alpha, Crunchbase, and review websites to draw insights
-
Created a perceptual map between Headpace and Calm and found that beginners to meditation preferred Headspace while intermediate to expert level meditators preferred Calm due to the content
-
There seemed to be an increase in number of children meditating
-
Recommedations provided included more material for kids, add content that attracts intermediate and expert level meditators, and the addition of content such as Soundscapes to inspire brand loyalty