PAYA L LAL

payal_lal@yahoo.com
LinkedIn.com/in/payallal

Farmington Hills, MI 48331

(248) 470-4065

S TRENGTHS & C APABILITIES

Strategic Marketing Digital Marketing Brand Marketing Marketing Communications
Positioning/Messaging Go-to-Market Strategies Metrics & Analytics Product Marketing

Proven ability to lead teams and implement strategic initiatives to increase profitability.
Innovative strategist skilled in identifying key opportunities for growth and development.
Outstanding communicator able to relate well with diverse populations at all organizational levels.
Leader with strong multi-tasking, organizational, problem resolution and decision-making skills.

EDUCATION, TRAINING & CERTIFICATIONS

Master of Business Administration University of Michigan; Ann Arbor, MI

o Marketing and Corporate Strategy
Master of Electrical Engineering University of Michigan, Ann Arbor, MI
Bachelor of Electrical Engineering University of Michigan, Dearborn, MI
Online Marketing 2.0 Certification
Six Sigma Greenbelt Certification

PROFESSIONAL EXPERIENCE
PROQUEST, ANN ARBOR, MI
2014-2016
SENIOR DIRECTOR, ENTERPRISE MARKETING & SEGMENT PLANNING
Managed implementation of corporate wide brand marketing campaigns Strategic and tactical
marketing planning and budgeting, brand positioning, integrated marketing programs, demand generation,
retention programs, go-to-market strategies, and product launches. Generated $2M revenue in 2015 with
new business campaigns and 90% retention rate.
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.
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.
MANGO LANGUAGES, FARMINGTON HILLS, MI
2011-2014
MARKETING DIRECTOR
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 ad campaigns and loyalty retention programs
through multi-channel integrated marketing activities including digital media, social media, tradeshows,
direct mail, and print advertising.
Expanded target market from one core market to four growth markets - Led expansion into
Academic Libraries, K12 schools and Corporations within each market with strategic marketing
communications and brand positioning.
Continued

Payal Lal

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INTELL MARKETING, LLC , FARMINGTON HILLS, MI

2008-2011
DIGITAL MARKETING CONSULTANT
Founded & launched a Small Business - Full Service Online Marketing 2.0 Solutions Provider including
Marketing Research, Competitive Analysis, Search Engine Optimization, Pay Per Click Marketing, Email
Marketing, and Social Media Marketing.
MISBDTC Growth Venture Training for Small Businesses Graduate, 2010.
Developed and implemented business strategy, revenue model and strategic partnerships.
MCKESSON CORPORATION
2001-2008
STRATEGIC MARKETING MANAGER, LIVONIA, MI
Six Sigma GreenBelt Certification, 2006
Managed product planning and market analysis including market modeling, market research,
benchmarking, segmentation, pricing, and promotion.
Led all competitive analysis for division including research and intelligence gathering, analysis, and
communication
MARKETING PRODUCT MANAGER, PITTSBURGH, PA
Awarded US Patent # 6,847,861: Carousel Product for use in Integrated Restocking and
Dispensing system.
Guided divisional product strategy through competitive and industry analysis.
Led the development, implementation and launch of two new automated medication dispensing systems
GENERAL MOTORS CORPORATION, WARREN, MI
1998-2000
STRATEGIC MBA MANAGEMENT PROGRAM
Led and coordinated strategies to source new business to strategic and global suppliers for North
American and International business based on cost, quality, and processes.
As Supplier Quality Assurance Manager for Motorola Electronic Modules, implemented Advanced
Product Quality Planning on electronic commodity products to ensure successful vehicle launches.
FORD MOTOR COMPANY, DEARBORN, MI
1990-1998
STRATEGIC MARKETING PLANNER
Led the development of strategies for new and emerging market opportunities. Researched market
opportunities for electronic display modules in markets of East Asia like China and India.
Researched global automotive data to determine industry trends within new market, developed business
case and sized market opportunity.
SOFTWARE ENGINEER
Awarded Patent #5,483,221 Seatbelt Usage Indicating System, 1996 integrating seatbelt indicator
functionality into electronic module, eliminating need of seat sensor.
Led the software design and development for cross platform antitheft system across multiple vehicle lines.
Reduced engineering, design and testing expenses by 50%.

TECHNICAL SKILLS

Google Analytics HubSpot Marketing Automation SilverPop Email Marketing Market Mapping Market
Engineering Salesforce CRM WordPress MS Office

LANGUAGES
English Hindi French