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
Strategic M arketing w Digital M arketing w Brand M arketing w Marketing Communications
Positioning/M essaging w Go-to-M arket Strategies w Metrics & Analytics w Product M arketing
w Proven ability to lead teams and implement strategic initiatives to increase profitability.
w Innovative strategist skilled in identifying key opportunities for growth and development.
w Outstanding communicator able to relate well with diverse populations at all organizational levels.
w Leader with strong multi-tasking, organizational, problem resolution and decision-making skills.
PROFESSIONAL EXPERIENCE
PROQUEST, ANN ARBOR, MI
2014-2016
SENIOR DIRECTOR, ENTERPRISE MARKETING & SEGMENT PLANNING
w Managed implementation of corporate wide brand marketing campaigns Strategic and tactical
marketing planning and budgeting, brand positioning, integrated marketing programs, demand generation,
retention programs, go-to-market strategies, and product launches. Generated $2M revenue in 2015 with
new business campaigns and 90% retention rate.
w Defined and implemented strategic growth plan for market segments 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.
w Led and Managed Enterprise Marketing team comprised of marketing specialists, designers and copy
writers; drove functional and operational improvements across demand generation and loyalty retention
programs and processes to drive efficiencies and increase campaign effectiveness.
MANGO LANGUAGES, FARMINGTON HILLS, MI
2011-2014
MARKETING DIRECTOR
w Planned and executed marketing strategies and campaigns to achieve 40% growth and 95%
renewal rate in 2013 - Managed $2M marketing budget for all marketing, communications, and public
relations activities to achieve aggressive sales targets. Directly managed team of marketing managers,
creative designers and copywriters to deliver effective ad campaigns and loyalty retention programs
through multi-channel integrated marketing activities including digital media, social media, tradeshows,
direct mail, and print advertising.
w Expanded target market from one core market to four growth markets - Led expansion into
Academic Libraries, K12 schools and Corporations within each market with strategic marketing
communications and brand positioning.
Continued
Payal Lal
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TECHNICAL SKILLS
Google Analytics HubSpot Marketing Automation SilverPop Email Marketing Market Mapping Market
Engineering Salesforce CRM WordPress MS Office
LANGUAGES
English Hindi French