Sarmistha Paul
Summary
Demand generation strategist with over ten years of experience in B2B SaaS and professional services. I build marketing programs that connect content, digital channels, and sales outreach to convert attention into qualified demand. I bring a hands-on approach to campaign design and a sharp focus on results, balancing creativity with performance data to grow pipeline and revenue.
Overview
9
9
years of professional experience
Work History
Senior Specialist, Demand Generation and Marketing Strategy
Ernst & Young LLP (EY) Canada
01.2023 - Current
- Lead demand generation efforts for enterprise clients, turning growth objectives into targeted programs that deliver qualified pipeline.
- Built full funnel campaigns combining digital ads, thought leadership, and ABM plays to engage decision makers and influence deal velocity.
- Partnered with sales leaders to create programs that accelerated late-stage opportunities and expanded existing client relationships.
- Optimized campaign spends by tracking cost per lead and return on investment through Microsoft Dynamics and Power BI.
- Used insights from analytics to refine audience targeting and improve conversion rates across digital and nurture streams.
- Recognized for helping marketing and sales teams align around shared pipeline metrics and realistic performance goals.
- Launched ABM and nurture campaigns that strengthened engagement within top tier accounts and improved pipeline contribution.
- Produced content driven programs including webcasts and podcasts that increased audience participation by 65%.
- Worked closely with analytics and sales enablement teams to measure results and translate findings into action plans for future campaigns.
Independent Marketing Consultant, Canada
01.2020 - 01.2021
- Planned and executed digital and partner campaigns tailored to mid market growth clients, improving brand visibility and qualified lead flow.
- Aligned creative strategy with measurable marketing outcomes, ensuring programs connected storytelling with demand creation.
- Managed delivery and reporting across email, social, and paid channels to optimize engagement and cost efficiency.
Associate Director, Marketing and Communications
#ARM Worldwide, India
01.2017 - 01.2019
- Led a repositioning campaign that generated 877M plus earned impressions and 13K plus direct engagements.
- Managed paid and organic programs that grew client share of voice and built sustained inbound interest.
- Trained cross functional teams in campaign analysis, channel selection, and performance tracking to improve delivery quality.
Education
Post Graduate Diploma - Integrated Marketing Communications
Delhi School of Communications
01.2010
Masters - Mass Communication
Guru Jambeshwar University
01.2010
BA (Hons) - English Literature
Delhi University
01.2008
CAREER HIGHLIGHTS
- Increased lead engagement by 4x year over year by developing focused multi channel campaigns and ABM programs that reached the right audience at the right time.
- Designed nurture programs that tripled SQL pipeline and improved conversion from marketing qualified leads to opportunities.
- Partnered with sales and product teams to shorten deal cycles and deliver a 9% lift in pipeline conversion for priority accounts.
- Introduced campaign dashboards using Marketo and Microsoft Dynamics to track ROI, optimize content mix, and improve decision making.
- Built cross team collaboration that connected campaign goals with measurable outcomes, improving visibility and accountability across sales and marketing.
Timeline
Senior Specialist, Demand Generation and Marketing Strategy
Ernst & Young LLP (EY) Canada
01.2023 - Current
Independent Marketing Consultant, Canada
01.2020 - 01.2021
Associate Director, Marketing and Communications
#ARM Worldwide, India
01.2017 - 01.2019
Post Graduate Diploma - Integrated Marketing Communications
Delhi School of Communications
Masters - Mass Communication
Guru Jambeshwar University
BA (Hons) - English Literature
Delhi University