Apurva Mahendra
Verified Expert in Marketing
Marketing Expert
Toronto, ON, Canada
Toptal member since May 12, 2023
Apurva is a B2B marketing professional with 10+ years of experience across SaaS and IT services. She’s worked with Thomson Reuters, Wipro (APAC/NA), and AWS partners like Flexera and DoiT, marketing FinOps and cloud platforms. She has led campaigns, managed large programs, launched products, and created content for enterprises and startups. Apurva is skilled in the latest AI, marketing, and analytics tools.
Project Highlights
Expertise
- Case Studies
- Content
- Go-to-market (GTM) Strategies
- Integrated Marketing
- Market Research
- Product Launch
- Product Marketing
- Thought Leadership
Work Experience
Senior Manager - Product Marketing
DoiT (AWS/Google Cloud/Microsoft Premium Partner)
- Revamped DoIT’s competitor research with win/loss on top competitors. Praised for sharp, nuanced insights—over 25% of the org engaged in week one. Enabled sales with clear, deal-focused positioning.
- Led and executed sales enablement sessions across the company, educating BDRs, SDRs, AEs, and other customer-facing teams on effectively positioning the platform.
- Created a comprehensive product adoption strategy for their core platform, including a detailed operational plan and alignment across 3–4 key internal stakeholders.
- Helped run a campaign to turn free users into paying ones—created targeted content and collaborated with other teams to make it effective.
- Led enterprise content writing and copywriting for a complex B2B technology platform moving upmarket.
- Created website copy, enterprise case studies, competitive battle cards, and objection-handling narratives used in active enterprise sales cycles.
- Delivered sales enablement content and distributed it across the organization through internal platforms; adopted by one-third of the organization within the first two weeks.
- Created enterprise sales and objection-handling content, then enabled sales teams on its use in live customer conversations, achieving 90%+ participation.
- Contributed to content directly supporting upmarket enterprise deal conversations and revenue growth.
- Spearheaded platform commercialization and GTM execution at DoIT, leading launch readiness, competitive positioning, and sales enablement in close partnership with cross-functional stakeholders.
Senior Manager - Product Marketing
Flexera
- Revamped messaging for cloud cost optimization (FinOps) platform to sharpen positioning and differentiation.
- Partnered with leading partners to co-position our FinOps platform in joint GTM motions.
- Created content that helped win large enterprise deals and supported key revenue targets.
- Led the launch of Flexera’s first GenAI product in the ITAM and FinOps space—an industry first.
- Enabled sales with updated collateral, battle cards, product knowledge, and a centralized content hub.
- Managed analyst relations with Gartner and Forrester to strengthen market perception.
- Owned enterprise B2B content writing and copy development for a highly technical product portfolio.
- Produced website copy, white papers, enterprise case studies, and long-form thought leadership for complex buying committees.
- Delivered sales enablement and proof-driven collateral used in competitive enterprise deals.
- Led copywriting for a new AI-driven product launch, translating technical capability into clear commercial value.
Product Marketing Manager
Thomson Reuters
- Led solutions marketing for Thomson Reuters' SaaS offerings in five countries, driving successful go-to-market strategies and achieving strong sales results.
- Created compelling marketing content for 8+ products, including sales playbooks, website pages, case studies, brochures, infographics, and product videos.
- Boosted thought leadership and customer testimonials for Thomson Reuters' products, resulting in a fivefold growth in content and increased market visibility.
- Launched successful go-to-market programs and product launches in three markets, generating over $1 million in marketing-attributed sales.
- Collaborated with a range of stakeholders, including 10+ field marketers, 5+ product leads, 20+ partners, and 30+ sales reps to deliver effective marketing strategies and achieve business goals.
- Advised stakeholders across the organization on key marketing matters, such as market intelligence, competitive analysis, persona profiling, market trends, and messaging, driving better alignment and decision-making.
- Supported a 50-person sales organization by creating valuable sales assets and managing a sales portal with over 400 materials, leading to a four-times increase in downloads.
- Specialized in enterprise content writing and copywriting across 8+ products in regulated industries.
- Created product pages, enterprise case studies, sales playbooks, brochures, and long-form executive content.
- Delivered launch and campaign content across five countries, driving $1+ million in marketing-attributed revenue. Expanded thought leadership and customer storytelling output 5x.
Assistant Marketing Manager | Product Marketing, North America
Wipro
- Led enterprise content writing and case study development for intelligent product solutions within a global technology organization.
- Pioneered a highly successful thought leadership program, used it at 5+ partner events and 6+ CXO sessions. The program generated a remarkable sevenfold increase in leads.
- Supported 20+ analyst engagements and 20+ enterprise customer events with executive-level copy and strategic content.
- Produced white papers, executive presentations, product pages, and customer success narratives.
- Built messaging and sales enablement for the financial services vertical, supporting deals with major US banks, including Wells Fargo, Citibank, Bank of America, and Capital One as clients.
Director | Marketing and Partnerships
SaveLIFE Foundation
- Built and led the external content function, securing national and international media coverage and establishing strong brand credibility within two years.
- Generated 50% web growth, 100+ media features in 30+ outlets, 10x fundraising growth, and two international awards through strategic enterprise content and copywriting.
- Produced structured narrative content that secured 100+ media placements across national and international outlets.
Project History
B2B SaaS Platform | Product Launch
https://www.thomsonreuters.com.sg/en/products-services/global-trade-overview.htmlLaunched products in three markets with over $1 million in marketing-attributed sales. Pioneered a thought leadership program at Wipro, with a sevenfold increase in leads from 5+ partner events and 6+ CXO sessions in Europe.
• Launched successful go-to-market programs and product launches in three markets, generating over $1 million in marketing-attributed sales.
• Created compelling marketing content for 8+ products, including sales playbooks, website pages, case studies, brochures, infographics, and product videos.
• Boosted thought leadership and customer testimonials for Thomson Reuters’ products, resulting in a fivefold growth in content and increased market visibility.
Thought Leadership Program | Smart Applications
https://www.wipro.com/content/dam/nexus/en/service-lines/applications/latest-thinking/smart-applications.pdfPioneered an exceptionally successful thought leadership program for Wipro, presenting it at 5+ partner events and 6+ CXO sessions in Europe. The program generated a remarkable sevenfold increase in leads.
At Wipro, we faced the challenge of differentiating our AI and CX platforms in a crowded market. To address this, I launched the Smart Applications Marketing Program, a thought leadership initiative focused on producing high-quality, differentiated content centered around smart applications. Working closely with product teams, sales teams, and subject matter experts, I established Wipro as a trusted authority in the space, resulting in increased engagement on our website and social media channels. Sales teams reported that the thought leadership content helped them close deals.
Customer Case Studies
Produced 10 case studies in eight months, twice as much as the initially set target. The result was an improvement in the voice of the customer, product understanding, and sales wins.
As a product marketing professional in APAC, I launched a project to address the lack of case studies and the voice of the customer for our product, resulting in poor sales wins and limited product understanding. I convinced the sales team to introduce me to customers. I partnered with friendly customers to create case studies and involved them in different campaigns. I also assessed gaps in the go-to-market strategy and developed a sales enablement portal and campaign pages.
Education
MBA (Exchange Program) in Marketing
Cornell University - Ithaca, NY, USA
Master of Business Administration (MBA) in Marketing
S.P. Jain Institute of Management and Research - Mumbai, India
Certifications
Claude 101
Anthropic
Cloud FinOps Certification
FinOps Foundation
Salesforce Pardot Specialist
Salesforce
Skills
Core
Marketing, Marketing Communications (MarCom), Go-to-market (GTM) Strategies, Product Marketing, Content, SEO Content, Digital Marketing Strategy, Content Marketing, Copywriting, Writing & Editing, Content Creation, LinkedIn Marketing, Content Strategy, Marketing Collateral Development, Digital Marketing, Public Relations (PR), Google SEO, Marketing Automation, Marketing Campaigns, Brand Marketing, Lead Generation, Omnichannel Marketing, Marketing Strategy, Content Marketing Strategy
Business Models
SaaS Product Marketing, B2B, Software as a Service (SaaS), Business to Business (B2B)
Platforms & Tools
Eloqua, CRM Systems, Claude, Asana
Other
Integrated Marketing, Product Launch, Market Research, Thought Leadership, Case Studies, Growth Marketing, Technical Writing, SEO Copywriting, Content Writing, Business Strategy, Growth Strategy, B2B Marketing, Battle Cards, Customer Acquisition, Data-driven Marketing, Performance Metrics, Salesforce, Partnerships, Fundraising, Sales Enablement, Demand Generation, Data Analysis, Growth Marketing Product Manager, Figma, Artificial Intelligence (AI), Startup Marketing, Business Administration, Community Growth, Analytics, Voice of the Customer (VoC), Web Content, Competitive Strategy, Campaigns, Virtual Events, FinOps, CloudFinops, Cloud Infrastructure, Confluence, Events, Tableau
How to Work with Toptal
Toptal matches you directly with global industry experts from our network in hours—not weeks or months.
Share your needs
Choose your talent
Start your risk-free talent trial
Top talent is in high demand.
Start hiring