Aditya Modi

Branding, Marketing, Analyst Relations & Thought Leadership Marketing

Bengaluru Area, India

EdgeVerve

1502 /30mins

Short Biography

A marketing & story telling professional with educational qualifications from premier colleges like FMS Delhi (MBA) and IIT JEE lead college (Engineering). 8+years of rich experience in marketing, branding and analyst relations. A couple of high points in my career: 1. Analyst relations: Responsible for negotiating and execution of service and subscription contract with Nelson Hall. Established a CEO level connect between Tata BSS CEO and Nelson Hall CEO for planned long term engagements and joint marketing programs. Outcome: Tata BSS positioned as a leader in Telecom CMS report by Ms.Vicki Jenkins (Nelson Hall) in the very first year of agreement. Worked with leading analysts of Gartner/Everest/forrester/Ovum and Nelson Hall for competitive positioning of Tata BSS/HCL in multiple reports. Sample list of reports: a."Navigate The SaaS Implementation Partner Landscape"​ by Liz Herbert-Forrester b."The Smart Way to Implement Process-Centric CRM" by William Band-Forrester c. “Telecom in CMS report” by Vicki Jenkins-Nelson Hall 2. Brand Activation: Own the large scale re-branding for Tata BSS brand. Work includes creating the new brand identity, liaising with industry bodies and deal influencers. 3. Events: Owned & executed marketing programs for large scale partner events and conferences like Dreamforce, Veeva, Nasscom summt etc through direct marketing, social media, , partner SMEs etc. Executed one the most successful events @HCL with highest number of footfalls & meetings. 4. Digital marketing: Owned Dreamforce 13’ twitter campaign- HCL’s best twitter engagement record [over 9Million impressions]

Experience

Head, Analyst Relations and Thought Leadership Marketing and Specialist-Branding , EdgeVerve

Oct 2015 to Present

Roles include: a. Analyst & AdvisoryRelations: Crafting the program from scratch and establishing EdgeVerve's product portfolio as the products of choice among leading analyst and advisory firms (Gartner/Forrester/HfS, Big 4 firms) etc. Role includes, working with Executive Leadership & Product Management teams to strategize on company’s and product positioning, product portfolio validation and roadmap evaluations to ensure strong analyst endorsement and client referrals. b. Thought leadership marketing: Establishing thoughtleadership around products, new product launches and gather excitement and required airtime for EdgeVerve. c. Branding: Curently working on the branding exercise for EdgeVerve Systems ltd. Challange is to juggle between established and emerging brands portfolio.

Manager, Strategy and analyst relations , Wipro

Nov 2014 to Sep 2015

Role: Responsible for shaping the analyst opinions, establishing Wipro as the partner of choice for select service lines/verticals by leading analyst firms. Responsibilities 1. Drive analyst engagements and relationships for domains/verticals spanning 5-6 leading analyst firms and over 10 key analysts from Gartner/HfS/IDC/Everest etc. 2. Own the strategy to positively impact analyst views on Wipro and ensure correct and competitive positioning of Wipro as a market leader in focus reports like Magic Quadrants and Peak Matrices. 3. Work with Executive Leadership, Product Management to strategize on company’s and product/services positioning and messaging to ensure strong analyst endorsement and client referrals. 4.Manage ongoing communications, updates, briefings, inquiries, customer reference calls and strategy days with analysts to demonstrate market leadership and raise awareness about Wipro.

Manager, Brand Activation and Marketing , Tata Business Support Services Limited

Dec 2013 to Nov 2014

Role: Leading member of global sales and marketing team: Identify and build sales opportunities for Tata BSS solutions across US, Europe & India. Drive brand recognition and thought leadership via advocacy programs, user conferences, advisory councils etc. Responsibilities: •Setting up the marketing function and strategizing growth: working with MD & CEO’ Tata BSS & establishing relations with trade bodies, industry forums, analyst firms, PR & creative agencies for positioning & partnerships. Objective: To establish Tata BSS brand in US & Europe. •Supporting sales and business development teams by providing strategic marketing collaterals such as corporate decks, services brochures, case studies, research reports etc. • Signing up and establishing a CEO level connect with analyst firm Nelson Hall and planning for a positive perception about Tata BSS in US market. •Established relationships with forums like Scottish development international, TiE, CII, FICCI, etc. for positioning & lead generation.

Marketing Manager- Enterprise Transformation Services , HCL

Apr 2008 to Nov 2013

Responsible for marketing of HCL's Salesforce.com CRM and collaboration (Enterprise Content Management Practice) & UI services. Exposure of working with senior management for large scale marketing and promotions and respected for harmonizing stakes of different stake holders for realizing an excellence in marketing. Responsible with an independent budget and market access role. Areas of influence (and Action): Brand management, budgeting, business development, competitive analysis, consulting, corporate communications, early adoption of Web 2.0/ Web 3.0, handling large scale events, marketing content and collaterals, media relations, messaging, presentation skills, press releases, publicity, reports, strategic marketing.

Education

MBA, Marketing, Faculty of Management Studies, Delhi University

Jul 2006 to Apr 2008

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