Aditi Rawat

First marketing hire · Built entire function from zero (demand gen, ABM, content, CRM, automation) · 3 direct reports ▸ £3.4M qualified pipeline generated, contributing to 68% of annual revenue through ABM and demand generation programmes built in Marketo and Salesforce, including audience segmentation, lead scoring, and multi-touch nurture workflows. ▸ 25% customer acquisition increase and 20% brand awareness growth delivered through a full GTM strategy for new product features — ICP definition, positioning, messaging, and launch sequencing in collaboration with the product squad. ▸ 30–40% above-industry email engagement sustained across all automated programmes owning Marketo end-to-end, including smart campaigns, dynamic content, GDPR compliance, and suppression workflows. ▸ Customer advocacy programme built from zero: developed and launched a structured case study pipeline, testimonial and referral workflows, and a G2/Capterra review strategy resulting in 12 published case studies, a 3x increase in review volume, and measurable influence on £480K of late-stage pipeline within 6 months. ▸ Marketing effectiveness: applied MMM methodology alongside Looker and GA4 dashboards using SQL to interpret model outputs and present strategic recommendations to senior leadership.

Progressed from country → APAC → global responsibility across 12 markets. Selected for NTT DATA's Demand Hub — the global centre of excellence for demand generation. Project Sponsor for Cross-functional team of 15. ▸ £13M+ revenue at 3–5x ROI from the Microsoft Operator Connect global launch: led GTM across 12 markets, defining ICP, channel mix, and sequencing, with ~29% CTR increase, 38% SEO uplift, and 30% demand growth. ▸ 87% brand perception improvement and 4.5M average views per content piece through Tour de France technology partnership: 167 pieces produced, 56% increase in social mentions, 300 senior decision-makers engaged at live events. ▸ 20% global revenue growth contributed through the Demand Hub: selected to build scalable campaign frameworks, test-and-learn playbooks, and best practice documentation rolled out across EMEA and APAC. ▸ 30–40% above-industry open rates maintained as Eloqua project owner: led automation workflows, nurture sequences, and audience segmentation, while mentoring colleagues and maintaining Salesforce CRM integrity. ▸ 60% of quarterly revenue attributed to multi-market campaigns: tracked and optimised using SQL, Looker, MMM, and GA4, with weekly performance reporting to VP and Director-level stakeholders.

Surpassed national fundraising target by 50% through a multi-channel engagement campaign: 30% increase in audience engagement, 15% improvement in donor retention. Awarded Silver nationally as the Best Team Player.