PAYAL LAL

29348 Paramount Court

Farmington Hills, MI 48331
(248) 470-4065

payal_lal@yahoo.com
LinkedIn.com/in/payallal

S T R E N G T H S & C A P A B I L IT IE S
Digital M arketing w Content Marketing w ECommerce Strategies w Social M edia Marketing
Search Engine Optimiatization w M etrics & Analytics w Brand M anagement w Campaign Management
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Proven ability to lead teams and implement digital marketing initiatives to increase profitability.
Innovative strategist skilled in identifying key opportunities for growth and development.
Outstanding communicator able to relate well with diverse populations at all organizational levels.
Leader with strong multi-tasking, organizational, problem resolution and decision-making skills.

EDUCATION, TRAINING & CERTIFICATIONS

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Master of Business Administration University of Michigan; Ann Arbor, MI

o Marketing and Corporate Strategy
Master of Electrical Engineering University of Michigan, Ann Arbor, MI
Bachelor of Electrical Engineering University of Michigan, Dearborn, MI
Six Sigma Greenbelt Certification

PROFESSIONAL EXPERIENCE
PROQUEST, ANN ARBOR, MI
2014-2016
SENIOR DIRECTOR, ENTERPRISE MARKETING & SEGMENT PLANNING
w Led and managed Enterprise Marketing team Drove functional and operational improvements
across digital campaign management process to drive effeciencies and increase campaign effectiveness.
Identification and implementation of Infor Marketing Resource Management system.
w Managed implementation of corporate wide digital marketing campaigns Strategic and tactical
marketing planning and budgeting, integrated ecommerce programs, go-to-market strategies, and website
implementation. Generated $2M revenue in 2015 with new business campaigns and 90% retention rate.
w Defined and implemented business development and strategic growth plan Managed $70M
business across Public Libraries, Schools and Community College segments. Led key growth initiative in
K12 market to target school districts with bundled solutions that resulted in 5% growth in new business in
2015.
MANGO LANGUAGES, FARMINGTON HILLS, MI
2011-2014
MARKETING DIRECTOR
w Planned and executed marketing and ecommerce strategies to achieve 40% growth and 95%
renewal rate in 2013 Responsible for $2M marketing budget and achievement of all digital marketing,
communications, and ecommerce goals and objectives for aggressive sales targets. Directly managed team
of marketing managers, creative designers and copywriters to deliver effective digital marketing campaigns,
ecommerce and retention programs
w Led the implementation of HubSpot Marketing Automation System - Identified need for and
integration of new Marketing Automation Platform with Salesforce CRM. Developed and implemented
lead management process and lead scoring algorithm.
INTELL MARKETING, LLC , FARMINGTON HILLS, MI
DIGITAL MARKETING CONSULTANT

2008-2011
Continued

Payal Lal
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w Founded & launched a Small Business - Full Service Online Marketing 2.0 Solutions Provider including
Marketing Research, Competitive Analysis, Search Engine Optimization, Pay Per Click Marketing, Email
Marketing, and Social Media Marketing.
w MISBDTC Growth Venture Training for Small Businesses Graduate, 2010.
w Developed and implemented business strategy, revenue model and strategic partnerships.
MCKESSON CORPORATION
2001-2008
STRATEGIC MARKETING MANAGER, LIVONIA, MI
w Six Sigma GreenBelt Certification, 2006
w Managed product planning and market analysis including market modeling, market research,
benchmarking, segmentation, pricing, and promotion.
w Led all competitive analysis for division including research and intelligence gathering, analysis, and
communication
MARKETING PRODUCT MANAGER, PITTSBURGH, PA
w Awarded US Patent # 6,847,861: Carousel Product for use in Integrated Restocking and
Dispensing system.
w Guided divisional product strategy through competitive and industry analysis.
w Led the development, implementation and launch of two new automated medication dispensing systems
GENERAL MOTORS CORPORATION, WARREN, MI
1998-2000
STRATEGIC MBA MANAGEMENT PROGRAM
w Led and coordinated strategies to source new business to strategic and global suppliers for North
American and International business based on cost, quality, and processes.
w As Supplier Quality Assurance Manager for Motorola Electronic Modules, implemented Advanced
Product Quality Planning on electronic commodity products to ensure successful vehicle launches.
FORD MOTOR COMPANY, DEARBORN, MI
1990-1998
STRATEGIC MARKETING PLANNER
w Led the development of strategies for new and emerging market opportunities. Researched market
opportunities for electronic display modules in markets of East Asia like China and India.
w Researched global automotive data to determine industry trends within new market, developed business
case and sized market opportunity.
SOFTWARE ENGINEER
w Awarded Patent #5,483,221 Seatbelt Usage Indicating System, 1996 integrating seatbelt indicator
functionality into electronic module, eliminating need of seat sensor.
w Led the software design and development for cross platform antitheft system across multiple vehicle lines.
Reduced engineering, design and testing expenses by 50%.

TECHNICAL SKILLS
HubSpot Marketing Automation Infor Marketing Resource Management Salesforce CRM SilverPop Email
Marketing Social Media Marketing Lead Scoring Google Analytics Search Engine Optimization WordPress
Market Mapping Market Engineering MS Office

LANGUAGES
English Hindi French