Shraddha Z.

About Shraddha Z.

I work across product, brand, and growth to help turn attention into long-term business value.My approach is grounded in a simple framework: Create. Communicate. Convert.• Create products, positioning, and narratives rooted in real customer needs• Communicate value across content, campaigns, platforms, and stakeholders• Convert attention from users, institutions, and partners into adoption, retention, and long-term impactOver 7+ years at Tata Consultancy Services, I’ve owned end-to-end marketing across B2C, B2B, and B2G initiatives, spanning product marketing, brand strategy, GTM, and growth for digital assessment, online learning, and employability solutions.Proven outcomes –• Product & GTM ownership: Led 0→1 and scale journeys for digital assessment and learning products, driving sustained double-digit YoY growth in users and revenue• Brand leadership at scale: Defined brand architecture, positioning, archetypes, voice, storytelling frameworks, and naming systems; ensured consistency across websites, campaigns, platforms, packaging, and collaterals• B2C growth & monetisation: Built and scaled consumer businesses for college-goers and job-seekers, driving acquisition, paid and organic growth, monetisation, and repeat usage• B2B & institutional impact: Drove GTM and marketing for higher-education, enterprise, and government stakeholders, contributing to state and private institutional wins• Digital & social growth systems: Created repeatable content and campaign engines across platforms, delivering ~4% month-over-month follower growth and strong engagement benchmarks• Data-led decision-making: Applied market research, funnel metrics, cohort analysis, and customer insights to refine messaging, UX, campaigns, and conversion pathsAreas of ownership –Product Marketing & Go-To-Market (GTM), Brand Strategy & Brand Management, Growth, Campaign & Demand Marketing, Content, Digital & Performance Marketing, B2B, B2C & Institutional Marketing, User Experience, Research & Insights, Execution, Scale & Stakeholder ManagementI bring a balance of strategic thinking and hands-on execution, and have worked closely with product, technology, design, content, sales, and agency partners to deliver outcomes at scale.If you’re working on a product or brand where marketing is expected to drive clarity, adoption, and growth, I’d be happy to connect.Keywords: Product Marketing, Brand Strategy, Go-To-Market, Growth Marketing, Demand Generation, B2C, B2B, Institutional Marketing, EdTech, Digital Products, Digital Marketing, B2B Marketing, B2C Marketing

Experience

1. Brand Strategy & Communications Lead

   Tata Consultancy Services

   Jun 2020 — Present · Mumbai, IN

   I led brand strategy and communications for digital education, assessment, and employability initiatives, shaping how products, platforms, and programs were positioned and perceived across consumer, institutional, and government audiences.What I led and delivered:1. Defined brand architecture, positioning, and narrative systems across products and initiatives, ensuring clarity, differentiation, and consistency at scale2. Established brand voice, archetype, storytelling frameworks, and naming conventions, and drove their application across websites, campaigns, content, platforms, and collaterals3. Led integrated brand campaigns spanning digital, content, social, partnerships, and offline touchpoints to build awareness, credibility, and consideration across priority segments4. Instituted brand governance and quality control, including guidelines, reviews, and approvals, to ensure consistency across internal teams, agencies, and external partners5. Drove executive and institutional communications, including narratives, decks, and messaging for leadership, partnerships, events, and high-stakes stakeholder interactions6. Led cross-functional collaboration across design, content, product, PR, and digital teams to deliver cohesive brand execution at scaleScope:Brand strategy | Brand communications | Integrated campaigns | Agency management | Content & storytelling | Governance | PR & events

Education

• Balaji Institute Of Modern Management

  PGDM, Marketing/Marketing Management, General

  2016 — 2018

• RTMNU

  Bachelor’s Degree, Engineering, Information Technology

  2011 — 2015