NISHA KRITHIVASAN
Vancouver, Canada
Summary
Performance marketer with over 10 years of experience specializing in developing comprehensive GTM strategies, defining ICPs/personas, and crafting compelling positioning and messaging. Enjoys telling stories, passionate about building relationships, and transforming customers into product champions. An ambassador of growing company culture and values, my secret weapon is developing internal advocacy and buy-in.
Overview
16
16
years of professional experience
Work History
Product Marketing Manager
Clio (Themis Solutions)
05.2022 - Current
- Led the go-to-market strategy and launch of Clio Duo, Clio’s AI-powered legal assistant, including refining pricing and packaging strategies to optimize market impact.
- Managed and led cross-functional team of 50+ through key 3 feature releases in 2023, resulting 22% customer upgrades.
- Developed compelling product messaging and positioning for key portfolios in Clio Manage, Clio’s flagship case management platform including cross-sell and upsell marketing campaigns.
- Crafted sales enablement content—brochures, pitch decks, talk tracks, and battle cards that drove a 20% increase in sales conversion rates with compelling messaging, competitive insights, and product benefits.
Product Marketing Manager
TekSavvy Solutions Inc.
03.2021 - 05.2022
- Developed and led B2B product go-to-market strategies and execution, including pricing and packaging for nationwide product lines.
- Crafted messaging and content leveraging customer proof points across multiple marketing channels, driving value for current and prospective clients.
- Led 5 cross-functional teams through two major product launches with budgets exceeding $400K.
- Collaborated with Sales, Engineering, and frontline teams to provide strategic direction and holistic sales enablement via Salesforce, HubSpot, and SalesLoft tools.
Account Manager
Dyversity Communications Inc.
10.2018 - 02.2021
- Managed a $3.5M advertising portfolio for prominent brands including Unilever, OLG, Nestle, RBC, and Lucky Mobile, translating business priorities into effective marketing strategies to support client initiatives.
- Led a high-performing team in executing integrated 360-degree campaigns across POS, social media, digital display, SEO, print, OOH, shopper marketing, trade marketing, and sponsorships.
- Headed the launch campaigns for Unilever's Pears and Sunsilk brands, driving a remarkable 10% month-on-month increase in organic website traffic within two months of launch.
Digital Media Planner
Carat Canada
05.2014 - 12.2014
- Managed campaigns for major brands including Subway, MasterCard, and SPC, focusing on cross-funnel digital and social advertising to achieve brand and ROI objectives.
- Developed precise audience personas and targets using ComScore and proprietary platforms and leveraged insights to optimize campaign cadence, messaging, and spending.
- Orchestrated a successful product launch social media campaign for Subway Canada, generating 3M impressions within two months.
Sr. Marketing Communications Specialist
Vodafone Idea Limited
03.2010 - 12.2012
- Led and executed comprehensive communication strategies to drive promotions in the smartphone and tablets market segments, utilizing ATL, BTL, CRM, and Digital channels.
- Oversaw the implementation of retail brand communication materials across 300+ local stores, ensuring consistency and brand integrity.
- Managed agency partnerships to execute campaigns, continuously optimizing performance to achieve KPIs, and conducted thorough post-campaign reviews to extract actionable insights for future enhancements.
- Managed a yearly marketing budget of $100K and led paid campaigns to target newer regional markets, achieving 150% increase in revenue in 2011.
Senior Account Executive
Ogilvy and Mather Ltd.
05.2008 - 02.2010
- Cultivated robust client relationships to align with business objectives, delivering strategic advertising recommendations that contributed to a 17% increase in new business revenue.
- Developed project briefs, work-back schedules and maintained budgets and weekly status reports.
- Conducted thorough market intelligence and competitive analysis reports to inform strategic decision-making and enhance campaign effectiveness for clients.
Education
Post Graduate Certificate - Global Business Management
Humber Institute of Technology And Advanced Learning
Toronto, Canada05.2014
Master of Science - Communication Studies
University of Pune
Pune, India04.2008
Bachelors in Business Administration -
University of Madras
Chennai, India04.2006
Other Work Experience
Yoga Instructor Jan 2015 - Sept 2018
Yogatree Studios / Ashtanga Yoga Centre of Toronto
Toronto, Canada
- Instructed Hot, Hatha, Vinyasa, and Ashtanga yoga classes tailored to accommodate all skill levels, including beginners, intermediates, and advanced practitioners.
- Mentored three Yoga Teacher Training programs, offering insightful feedback and nurturing the professional growth of aspiring yoga instructors.
Software Proficiency
- Google Workspace Suite
- Salesforce
- Pendo
- Looker
- Asana
- Salesloft
Timeline
Product Marketing Manager
Clio (Themis Solutions)
05.2022 - Current
Product Marketing Manager
TekSavvy Solutions Inc.
03.2021 - 05.2022
Account Manager
Dyversity Communications Inc.
10.2018 - 02.2021
Digital Media Planner
Carat Canada
05.2014 - 12.2014
Sr. Marketing Communications Specialist
Vodafone Idea Limited
03.2010 - 12.2012
Senior Account Executive
Ogilvy and Mather Ltd.
05.2008 - 02.2010
Post Graduate Certificate - Global Business Management
Humber Institute of Technology And Advanced Learning
Master of Science - Communication Studies
University of Pune
Bachelors in Business Administration -
University of Madras
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