Apurva Mahendra, Marketing Expert in Toronto, ON, Canada
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Apurva Mahendra

Verified Expert  in Marketing

Bio

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

B2B SaaS Platform | Product Launch
Launched 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.
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.

Expertise

  • Case Studies
  • Content
  • Go-to-market Strategy
  • Integrated Marketing
  • Market Research
  • Product Launch
  • Product Marketing
  • Thought Leadership

Work Experience

Senior Manager - Product Marketing

2024 - 2025
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.

Senior Manager - Product Marketing

2023 - 2024
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.

Product Marketing Manager

2020 - 2022
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.

Assistant Marketing Manager | Product Marketing, North America

2016 - 2019
Wipro
  • Developed and executed successful marketing strategies for 3+ product launches, creating compelling product messaging, testimonial videos and case studies, whitepapers, videos, and battlecards.
  • Pioneered a highly 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.
  • Enhanced Wipro's positioning in Gartner Magic Quadrant and Forrester Wave reports by managing relationships with analyst firms and facilitating 20+ analyst engagements.
  • Positioned Wipro at 20+ trade shows and conferences and launched 6+ highly successful partner marketing campaigns with AWS, Microsoft, Oracle, and SAP, driving business growth and increasing brand recognition.
  • Spearheaded product marketing and thought leadership initiatives for Wipro's product portfolio across the US and Canada.

Director | Marketing and Partnerships

2011 - 2014
SaveLIFE Foundation
  • Led marketing communications for the SaveLIFE Foundation, building a team from scratch and securing national and international media coverage, resulting in a strong reputation as a respected social impact organization.
  • Achieved 50% web traffic and social media growth, 100+ articles in 30+ outlets such as The Wall Street Journal and Al Jazeera, tenfold fundraising growth, and two international awards.
  • Managed social media campaigns and partnerships with 40+ corporations, academia, governmental, and international organizations.
  • Devised campaign strategies, created content, analyzed results, and collaborated on joint marketing activities and community events.
  • Represented the organization as a spokesperson in five international and national forums.

Project History

B2B SaaS Platform | Product Launch

https://www.thomsonreuters.com.sg/en/products-services/global-trade-overview.html

Launched 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.pdf

Pioneered 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

2015 - 2015

MBA (Exchange Program) in Marketing

Cornell University - Ithaca, NY, USA

2014 - 2015

Master of Business Administration (MBA) in Marketing

S.P. Jain Institute of Management and Research - Mumbai, India

Certifications

JULY 2023 - PRESENT

Cloud FinOps Certification

FinOps Foundation

SEPTEMBER 2019 - PRESENT

Salesforce Pardot Specialist

Salesforce

Skills

Core

Marketing, Marketing Communications (MarCom), Go-to-market Strategy, Product Marketing, Content, SEO Content, Digital Marketing, Public Relations (PR), Google SEO, Marketing Automation, Marketing Campaigns, Lead Generation, Omnichannel Marketing, Marketing Strategy, Content Marketing Strategy

Platforms & Tools

Eloqua, CRM Systems, Asana

Business Models

Software as a Service (SaaS), Business to Business (B2B)

Other

Integrated Marketing, Product Launch, Market Research, Thought Leadership, Case Studies, Salesforce, Partnerships, Fundraising, Demand Generation, Data Analysis, Growth Marketing Product Manager, Figma, Business Administration, Community Growth, Sales Enablement, Analytics, Voice of the Customer (VoC), Growth Marketing, Technical Writing, Web Content, Competitive Strategy, Campaigns, Virtual Events, FinOps, CloudFinops, Cloud infrastructure, Confluence, Events, Tableau

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