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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 Campaign Management w Metrics & Analytics
Brand Management w Go-to-M arket Strategies w Marketing Communications 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 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.
w Managed implementation of corporate wide brand marketing campaigns Strategic and tactical
marketing planning and budgeting, integrated marketing programs, demand generation, retention
programs, brand positioning, 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.
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 lead gen campaigns and loyalty retention programs
through multi-channel integrated marketing activities.
w Expanded target market from one core market to four growth markets - Led expansion into
Academic Libraries, K12 schools and Corporations with high success rates within each market.
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