Vijay P Sankar

vijaypsankar@gmail.com
+91-9037005559

www.linkedin.com/in/vijaypsankar

www.twitter.com/vijaypsankar
www.anmbadiary.com

www.slideshare.net/itsvijay

PROFESSIONAL SNAPSHOT

Marketing Professional with 9 years of experience in strategic marketing, digital marketing & analytics and
software product development & management
Proficient in donning techno-functional roles driving partner integrations and projects
Proven track record in strategizing and implementing targeted marketing and media plans to enhance product
awareness and market adoption
Proactive self-starter with strong analytical and problem solving skills
Demonstrated expertise in working with internationally located cross-functional teams to successfully launch
software products and projects

EXPERIENCE

2014 - Present
2011 - 2014
2010 - 2011
2007 - 2011

Senior Analyst, Visual IQ Inc.

Product Marketing Manager, IBM
Web Marketing Analyst, IBM
Software Developer, IBM

EDUCATION

MBA (PGSEM), Indian Institute of Management Bangalore

B.Tech (Electrical & Electronics), College of Engineering, Trivandrum

2013
2007

SKILL SET
Marketing and Communications
Digital Marketing and Analytics
Business Analysis and Product Management
Project Management
Tools

Product Marketing, Messaging, Executive Presentations, Product

Marketing, Go-To-Market Strategies, Lead Generation
Search marketing, Campaign Management, Analytics and
Attribution
Data Analysis, Market Studies, Feature Prioritizations,
Requirements Elicitations
Project Planning, Team Management and Mentoring
Analytics : Google Analytics, Visual IQ Attribution Suite
Campaign Management : DoubleClick Digital Marketing Suite
Paid Search : AdWords, Kenshoo, Marin, DoubleClick DS3
Social Media : Hootsuite
Email : MailChimp

DETAILS of PROFESSIONAL EXPERIENCE

Senior Analyst, Visual IQ Inc.

March 2014 - Present

Solution Design

Client Engagement

Business Analysis

Project Management

Solution-ing marketing attribution client engagements to optimize

marketing spend, and market-mix modelling
Spearheading partnership and integration discussions with various
online advertising market players like Bid Management vendors
(Kenshoo, Marin, DS3), Ad Servers (DoubleClick, Atlas, IPONWEB)
and DSPs
Involved in client projects in ecommerce, technology & media
domains such as Best Buy, Kaspersky, The Economist and prominent
advertising agencies such as OMD, PHD, iProspect
Implemented innovative solutions like offline/online media
integrations, cross-device integrations and global implementations
involving multiple vendors and channels

Liaise with the client partner in developing process improvements, upselling/cross-selling opportunities, and product demos
Built trusting and collaborating relationships with marketing managers
and media planners at the client side
Helped achieve 90% client retention/renewal rate
Awarded two times, Star of the Quarter for contributions to project
success and achieving client satisfaction

Facilitate requirements gathering workshops, analysis of various online

and offline marketing data to provide media buying recommendations
and improve the quality of marketing communications
Work closely with product management team in developing and
prioritizing new features and developing new offering

Guide a group of analysts in their engagements, and domain

knowledge
Collaborate with project managers, engineering team and QA to ensure
on-time and right implementation of projects according to the client
requirements
Closely work with engineering team to streamline processes,
developing automation frameworks and re-using assets across projects

Vijay P Sankar | +91-9037-005559

Product Marketing Manager, IBM

March 2011 March 2014

Team Management

Strategic Marketing

Demand Generation

Digital Marketing

Team Leader for 5 Marketing Managers for providing functional and

technical guidance on IBM Rational Portfolio
Team management and negotiations with management on team
member appraisals, retention policies and skills development
Define & execute the global go-to-market strategy for the portfolio
having four products (IBM Rational Requirements Management
portfolio)
Develop core positioning statements, marketing messaging, buyer
personas and customer journey
Analyse competitive landscape and addressable market opportunity,
pipeline analysis and prioritize target industries & geographies
Develop, Manage and Execute marketing plans and budgets including
product launches
Collaborate with sales leaders and local marketing managers to finetune messaging and create strategic marketing initiatives in support of
sales pipeline and revenue objectives
Manage analyst relations, briefings and collaborations with industry
associations to build awareness
Awarded Forward THINKer Award for brand stewardship and
quality of work contribution, 2013
Development of marketing collateral, product demos & presentations
Work closely with campaign management team to plan, execute and
measure the lead generation campaigns to grow sales pipeline
Work with existing customers to create references and case studies
Track Chair for Requirements Management two tracks at Innovate
2012 and 2013, Orlando, Florida; an international annual conference
for developers with 4000+ footfalls
Own and manage online marketing activities including social media
channels
Develop and editorial calendar and coordinate with stakeholders for
content marketing
Corporate Blogger (http://ibm.co/requirementsmanagementblog )
Earned IBM India/South Asia Software Social Ambassador
Advanced Level for showcasing social media skills and
competencies, 2012-13

Web Marketing Analyst, IBM

October 2010 February 2011

Sentiment analysis, mindshare assessment and devising of strategies

for enhancing practitioner marketing outreach

Train sales reps in social media channels and enable them to

proactively interact with potential customers in social media

Data Analysis
Social Media Listening

Vijay P Sankar | +91-9037-005559

August 2007 February 2011

Software Developer, IBM

System Verification and Testing

Team Management

Coordination of End to End customer scenario development

activities for various releases of the modelling product, IBM
Rational Software Architect - Real Time Edition (RSA-RTE)
Awarded Bravo! Best of IBM! Award for commitments towards
customer, 2008
Coordination of a 4 member test team along with the Development,
User Assistance and other stake holders in a Globally Distributed
Development Agile project team spread across Five Geographies
Earned Win IBM! Award for Impact on the business and significant
achievements, 2009
Member, Organizing Team, Asia Pacific Quality Software
Engineering Symposium

OTHER
INTERESTS

Provided more than five day long trainings at Visual IQ and IBM on
digital marketing, ad operations and IBM Rational portfolio

Multiple implementation experience of digital marketing strategy for

start-ups in the field of publishing and services businesses
o Strategize, Plan and Execute digital marketing campaigns at
minimal budgets using tools such as SEO, SEM, Google
Analytics, MailChimp, blogging platforms and social media
channels
Blogger and Community Management

Trainer

Independent Consulting

Vijay P Sankar | +91-9037-005559