VISHAL CHATURVEDI

Bangalore, India

Who am I and what do I know?

Branding / Content Engineering and Creation / Integrated Marketing and Communications professional
for the IT products, services, consulting and e-commerce sector with a PG Diploma in
Communications/Advertising from MICA and a BE from NIT Durgapur, followed by 16+ years of
experience handling a wide range of roles, including brand management/marketing, product
marketing, messaging and content strategy, advertising, corporate communications, technical
documentation, business communications and industrial selling, across diverse business verticals such
as information technology, banking technology , telecom, advertising and manufacturing.

Who should hire me and why?

A wide-ranging experience and my inherent inclination towards the knowledge-based technology
sector has helped me understand that I can deliver optimum value to prospective employers in roles
that involve product marketing, content/messaging strategy and branding/marcomm, preferably for
the knowledge-intensive IT and e-commerce sector, since I believe my strength lies in communicating
tangible business benefits of technology tailored to address the stated and implicit needs of the target
audience rather than inward-looking complex technical jargon claiming the superiority of an offering.
With more than four years of experience in the banking IT space, I could safely claim that I would serve
to be a valuable resource for the marketing/branding function for a banking IT solutions provider. With
a knack for quick assimilation of associated technologies, focus on outcome rather than features of an
offering, and a keen interest in disruptive innovations, I can be a quick learner, and can hence work
across verticals, managing the planning, formulation and execution of an organizations messaging
and branding strategy, both within and outside the organization.

Key Competencies What am I good at?

Communicating the business benefits of an offering with tangible and measurable KPIs tailored to the
variables in the prospective clients industry of operation and articulating the potential gains for the
clients client. With a wide-ranging experience and growing knowledge and interest in disruptive
innovations in the IT sector, I have the wherewithal to handle technology marketing, for established
behemoths like Oracle and IBM to small niche players like iGTB.

BRAND MANAGEMENT / INTEGRATED MARCOMM

Formulation, cascading, and internalization of
branding strategy, digital marketing approach,
marketing communications strategies, plans,
programs and campaigns, including creative
design and content development services
Use historical data and analytics to formulate
value propositions tailored to a prospects
specific need and offering measurable and
compelling differentiators
Ensuring consistent brand identity across
internal and external pieces of communication
and collateral
Formulate and track parameters of success of
all branding and marketing initiatives at the
planning stage
Pre-define targets and KPIs for each
campaign, team and team member with
concrete and discrete metrics to measure
tangible returns vis--vis the resources
invested
Evaluate and define measurable criteria for
success/failure and identify and address gaps
or replicate successful campaigns
Assessing the ROI for each initiative, such as
social media marketing, thought leadership
content, events, campaigns etc. on bottomlines

CONTENT ENGINEERING/MESSAGING
Analysis, requirements identification, creation,
acquisition, syndication, distribution and
promotion of content
Business writing, technical documentation,
thought leadership content, web content,
social media content, slide decks, internal and
external newsletters
Developing metrics to analyze success of a
campaign/event/other initiatives
Formulation of value proposition, why-buy
messages tailored to market needs, industry
state and core business objectives of the
prospect
Presentation skills, tailored to the composition
and preferences of the audience

DIGITAL MARKETING
Digital content creation and optimization for
SEO
Blogging on industry forums and publications
Key Competencies

Promotion of senior leaders and SMEs as

industry champions
Listen to industry influencers and engage with
them in dialog as the initial touch point for
lead generation
Familiarity with analytics & tracking tools
(Unica, Google Analytics)
Experience of executing social public relations
campaigns

INTERNAL BRANDING
Internal newsletters and asset repository
Syndication of content and internal
distribution
Facilities branding
Ownership and dissemination of messaging
strategy across all stakeholders and business
associates
Creation of content repository with templates
for user manuals, slide decks and other
customer-facing assets

VENDOR / AGENCY / MEDIA / ANALYST RELATIONS

Establishing contacts and building relations
with major industry specific publications
(Gartner Magic Quadrant, IBS League Tables
etc.), PR/Event management agencies,
vendors, analysts and other industry
influencers
Drafting press releases on customer wins, golives, financial results
Maintaining contacts at industry publications,
analysts, media and agencies to optimize
returns on marcomm expenses
Vendor management for graphic designing,
web content
Retain communication channels with existing
customers to ensure long-term customer
stickiness
Co-marketing with vendors, partners or other
business associates

PRE-SALES & POST-SALES SUPPORT / PREDICTIVE

ANALYTICS
Use of popular sales and automated
marketing tools and data analytics to
evaluate, measure and predict consumer
behavior
Tailored proposals based on prospects
requirement and positioning
9740619675, vishalc2005@gmail.com

 Tracking and promotion of customer

milestones and corresponding executive
communications

CAMPAIGN/EVENT

MANAGEMENT

Scheduling, planning, promoting and

executing marketing campaigns and events
end-to-end, from planning, execution to postevent follow-ups and tracking, including
traditional and social media messaging
Monitor campaigns through in-depth analytics
and insights, using this knowledge to predict
and prepare for worst-case scenarios that may
involve last-minute crisis control and
firefighting
Plan and execute customer advisory events,
round-table discussions, road-map discussions
with partners
Awards and recognition programs for
employees/teams and business associates
such as vendors, implementation partners,
external consultants etc.

Key Competencies

9740619675, vishalc2005@gmail.com

Work Experience

What have I worked on and with whom?

Currently using the experience in IT companies to potentially work with technology companies as a
branding and communications consultant to formulate a messaging strategy, brand promise and value
proposition or/and create/refresh marketing collateral, online content, slide decks etc. for the clients
offerings and thought leadership content on disruptive technology, innovations and their business
impact on the prospective clients business to improve the brands visibility and credibility and
formulating consistent and tailored messages illustrating tangible benefits and executing measurable
ROI of ATL/BTL campaigns across traditional and digital channels.
Simultaneously looking for appropriate and exciting opportunities in the IT industry wherein I get an
adequate opportunity to demonstrate measurable outcomes of my approach to branding and
integrated marketing and communications.

HEAD

OF

BRAND MARKETING - GTB

Intellect Design Arena | Chennai | June 2015May 2016

Responsible for planning, budgeting,
implementation of PR and Marketing
strategies and campaigns
Rebranding of iGTB, distinct from Polaris
Custodian of the iGTB brand across all
messaging content, both customer-facing
such as slide decks, online content as
well as internal content such as
stationery, facilities, event assets etc.
Targeted social media marketing
Ownership of all marketing content
Creation of refreshed branding guidelines
for demerged organization
Messaging strategy for product as well as
umbrella brand
Content engineering: Strategize, create,
review, syndicate, distribute and
measure impact
Ownership of all online content, including
website, linkedin, twitter, facebook etc.
Medium-specific marketing content; short
posts for twitter, posting on relevant
forums on linkedin etc.
Listening strategy for key industry
influencers, competitions stakeholders,
analysts, prospects
Making heroes and industry influencers
out of Intellect SMEs through thought
leadership content creation and
distribution on social media
Enhancing visual appeal of messages
Thought leadership content creationghost written articles for online
publications
Managing team of designers, editors and
web designers
Tracking effectiveness of
events/campaigns
Work Experience

Ensure consistent presence on relevant

industry forums such as finextra,
bobsguide, linkedin etc.
Lead branding and messaging campaigns
in close coordination with sales/presales/field marketing teams
Industry and internal events, web
conferences, customer advisory events

9740619675

SENIOR MANAGER-FLEXCUBE PRODUCT

MARKETING
Oracle Financial Services Software Ltd. |
Bangalore | June 2012-June 2015
Review outbound marketing collateral for
Oracle Guidelines, language, formatting
and writing style, flow of information
Ensure consistency of layouts and
formats, adherence to Oracle corporate
branding, creative and editorial
guidelines in all outbound marketing
collateral for Oracle FLEXCUBE
Formulation of content and messaging
strategy for Oracle FLEXCUBE
Building the Oracle FLEXCUBE brand
through social media channels such as
Oracle blogs and industry-relevant
platforms such as finextra, Forbes etc.
Establishing and running the blogging
initiative for Oracle FLEXCUBE to ensure
brand visibility
Content creation and periodic updates
for the product webpage
Internal and external communications
including notifications on marquee
customer acquisitions, project go-lives,
significant awards and accolades,
product release highlights
Periodic executive communications with
key prospects, customers and partners
Liaison with external agency for support
on graphic designing and content
creation
Creation and review for analyst and RFP
responses
Keeping abreast of key industry
developments and milestones and
communicating the same within the
organization
Aligning the brand messaging with
periodic marketing campaigns to focus
on geographies or with respect to key
industry developments
Deliver industry-specific thought
leadership content for the financial
services vertical aligned to market needs
to help reinforce Oracle FLEXCUBE brand
positioning
Managing a team of graphic designers
and copy-writers

Development of marketing messages

and deliverables supporting key
marketing and sales tactics working in
collaboration with Go-to-Market (GTM)
Developing and managing sales kits for
focused campaigns
Adherence to branding guidelines in
customer-facing assets including sales
collateral, online content, PowerPoint
decks etc.
Tracking utilization of collateral and
soliciting regular feedback
Identification of collateral requirements
in collaboration with marketing/sales
team
Development of marketing messages
and deliverables supporting key
marketing and sales tactics working in
collaboration with Go-to-Market (GTM),
Offerings & Strategy Delivery (OSD), and
other extended team members
Creation of solution messaging and
marketing assets including: white papers,
solution briefs, presentations, web
content etc.
Developing web content in accordance of
SEO principles
Developing content for social media
Managing messaging requirements for
worldwide events
Identifying scope for development of
targeted sales plays, based on industry
and market requirements
Preparation and maintenance of
customer/industry specific targeted sales
kits/sales plays/customer presentations
Tracking and reporting of marketing
assets utilization and effectiveness
Communicating finding of metrics
analysis to integrated marketing teams
and evaluating options to improve
effectiveness of assets
Ensuring corporate branding guidelines
adherence in all external and internal
communication for IBM Rational brand
Customized and managed sales kits
categorized on the basis of geography,
sales stage, industry etc.

ASSISTANT MANAGER, BRAND COMMUNICATIONS

Rational | IBM India | Bangalore | March 2010June 2012
Part of Global Marketing hub handling the
marketing/sales support requirements for
Rational
Work Experience

9740619675

SENIOR TECHNICAL WRITER

Integra Micro Software Services Pvt. Ltd. |
Bangalore | Nov 2005-Mar 2010
Customer documentation for offshore
clients in Telecom and BFSI
Content creation and structuring for
technical documents
Creation of in-house style guide
Worked on formulating a process for
establishing consistency in technical
communication
Development and enhancement of
storyboards and user interfaces for UIbased applications.

HEAD

OF

CORPORATE COMMUNICATIONS

IDMC Ltd. (National Dairy Development Board)

| Anand | Apr 2000-Apr 2005
Formulation of communication objectives
and strategy
Streamlining relations with media and
external agencies such as designers,
printers, photographers etc. to ensure
smooth running and cost effectiveness
Campaign planning and execution
Designing and content creation of
marketing collateral, advertisements,
company web page

Work Experience

Supervision and management of budgets

for integrated marcomm activities
Internal Communications in consonance
with overseas business associates,
project departments and branch offices
Awards and recognitions programs for
employees and vendors
Active marketing support through
feedback, collateral, presentations,
campaigns and as a medium for
information dissemination
Event Management including seminars,
exhibitions involving identification of
relevant events, budget suggestions,
organization, stall lay-out, display
material preparation etc.
Product write-ups in journals, trade
magazines, newsletters

MARKETING EXECUTIVE
Fusion Engineering Products Pvt. Ltd. |
Jamshedpur |
Jul 1997-Apr 1998
Vendor Development
Sales & After-sales support
Awareness building and breaking into
uncharted territory

9740619675

Key Achievements

How did I add value at previous roles?

Rebranding of organization following

demerger of Intellect @Intellect
Involved in reformulation of value
proposition of all Intellect business lines
@Intellect
Involved in creation of new Product Pillar
booklets @Intellect
Preparation of content for iGTB presence
at SIBOS 2015 @Intellect
Created new linkedin page for global
transaction banking software events
@Intellect
Standardized boilerplate for PRs for iGTB
@Intellect
Championed the digital marketing
initiative @Intellect
Involved in refreshing and update of
branding guidelines for iGTB @Intellect
Championed the Oracle FLEXCUBE
blogging initiative on oracle blogs and
finextra, ensuring regular stream of posts
@Oracle
Independently ghost-wrote eight blog
posts over a period of two years and cowrote more than ten with team members
and external agency @Oracle

Notable Publications

Created content for all Oracle FLEXCUBE

webpages as a part of the exercise
involving refresh of entire content on
oracle.com @Oracle
Initiated the practice of regular executive
communications to key
customers/prospects congratulating
them on major milestones @Oracle
Sensitized the product marketing team to
the criticality of adhering to branding and
style guidelines @Oracle
Was involved in creation of more than a
100 marketing collaterals over a period
of two years @Oracle
Involved in the creation of a Global
Business Segmentation Guide, an
internal document intended to serve as a
ready reckoner for product marketing
and sales teams @Oracle
Trained the marketing writers at IBM
Rational on nuances of English Grammar
@IBM
Involved in execution of annual Rational
Innovate event at Florida @IBM
Set up the corporate communications
functional group at first job @IDMC

Where can you see some instances of my

messaging skills?
THOUGHT LEADERSHIP PAPERS

AND

ARTICLES

Rising NPAs of Indias Nationalized

Banks! Should we be worried?
Is the best marketer the one who shouts
the loudest?
Is jargon destroying the art of business
writing?
Rethink the Mobile in Mobile Banking
Simplicity is the ultimate sophistication:
The Future of Mobile Payments
Own the Mobile Banking Revolution
Islamic Banking Processes and Products:
Key Regional Variations
Digitization is not an end - Its a means
to an end (fx-mm)

Educational Qualifications

BLOG POSTS

Mobilizing Your Loyalty Programs

What a Bank Branch will be like in 2025
The Mobile Payment Wars: Will HCE be a
Game-changer for NFC?
The Mobile Payments Wars: The
Importance of BLE and NFC
The Mobile Payments Wars: Why Now is
the Right Time to Adopt NFC
Retail Consumer Banking Through Social
Media
Financial Inclusion: Obligation or
Opportunity?

What did I learn at school?

PG DIPLOMA IN COMMUNICATIONS (Specialization in Account Management / Client Servicing)

Mudra Institute of Communications Ahmedabad | CGPA-2.63 <4> |April 1998 to April 2000

BE IN METALLURGY
Key Achievements

9740619675

REC/NIT Durgapur | CGPA - 67.3 <100> | July 1993 to July 1997

Personal Snapshot

Beyond the workplace

INDEPENDENT CREATIVE WRITING

Tongue-in-cheek take on the vagaries of

the city of Mumbai

Opinion piece on political scenario in

India before general elections

Tribute to Stanley Kubrick

Opinion piece on Naxalite problem in

Chhattisgarh

Faking News article combining the two

national pastimes - Cricket and Politics

Short story The Rat Poison Seller

Born at Bhilai, Chattisgarh, India on 11th

February 1975

Key Achievements

9740619675