anviksha

Player-coach focused on delivering the overarching messaging and content for multiple connected and interoperable blockchains across various markets aimed at engaging future builders of decentralized apps. Built Polkadot’s Competitive Intelligence muscle, conducting market and competitor research and analysis and creating comparisons, battlecards, and counter-narratives to help BD better position Polkadot in the market. Designed and implemented awareness and demand generation campaigns that leveraged the full strength of the Polkadot ecosystem to promote superior technology and business value. Developed solution use case enablement content in collaboration with Engineering, Ecosystem Development, and Technical Education teams to accelerate development, acquisition, and adoption journeys.

Established and led the GTM & Sales Enablement function at Polygon, setting the strategic vision and shaping the roadmap in close collaboration with cross-functional teams, including Product, Business Development, Developer Relations, Partner Success, and the broader Marketing team. Built and scaled Polygon's Sales Enablement framework from the ground up, empowering our 80+ strong BD team with strategic tools like competitor analysis, playbooks, battlecards, and counter-narratives to help them better position Polygon’s various solutions, including Polygon PoS, Supernets, and zkEVM. Drove the go-to-market strategy, positioning, and messaging for Polygon, conducting market research to identify and segment target audiences, understanding their unique needs and pain points, and tailoring narratives that resonated with each segment. Developed high-impact marketing materials, including pitch decks, case studies, reports, and sales collateral addressing diverse use cases from Gaming to DeFi, and targeting audiences ranging from crypto-native startups to Fortune 500 enterprises.

Established the PMM practice for a multi-product, hybrid GTM supporting 5x revenue growth on the way to unicorn status. Reported directly to the Founder CEO and managed a team of two product marketers. Built 0-to-1 motions and scaled programs in partnership with Product, Sales, Field, ABM, and Customer Success. Wrote the playbooks for feature launches, case studies, newsletters, and experimentation. Created a common understanding of who our customers are and why they buy. Developed the ICP, personas, product positioning, and strategic narratives built with primary and secondary customer research. Developed a value messaging framework from scratch, implemented the internal shift to value messaging, and trained 200 sales reps on articulating value, differentiation, and driving urgency. Tested hypotheses through customer interviews, sales calls, and 100+ experiments across website, email, and ads. Achieved a 40% increase in product page conversions through A/B testing and optimization.

Played a pivotal role in expanding the company from a single product to a multi-product suite of messaging and collaboration tools for teams. Successfully launched Flock Suite into the SMB & mid-market segments, achieving multi-million dollar ARR in under 15 months. Directly reported to the Founder & CEO and led several high-impact projects across the portfolio.

Drove aggressive top-line growth for the early-stage grocery delivery startup, taking on diverse responsibilities from brand and product marketing to product management. Defined positioning and messaging for new city launches, offers, and features like express delivery and subscription plans and delivered clutter-breaking communication in a highly fragmented and commoditized B2C space.

Interned in the S&O practice, working with a global client in the Energy & Resources sector. Performed a range of client-facing tasks such as interviewing staff, collected data and analyzed issues using advanced analytical techniques. Formulated a digital transformation strategy and delivered a phased roadmap for its implementation that was underway upon my departure.

Led the development of mission-critical applications in Accenture’s Communications, Media & Telecom (CMT) domain for the largest US telecom service provider (~$700Mn account). Delivered B2B & B2C enterprise solutions, managed cross-functional teams, and defined product specs and delivery timelines for complex projects with 25,000+ engineering hours.