Payal Ghosh

B2B SaaS GTM and Demand Generation professional with experience building 0→1 growth systems across cybersecurity, compliance automation, and customer success markets in EMEA and US geographies. Experienced in outbound ABM, pipeline generation, positioning, lifecycle marketing, and product-led growth initiatives. Proven track record of driving enterprise pipeline through signal-based outreach, cross-functional GTM execution, and data-driven campaign optimization.

Co-founder, GTM & Strategy - RedOrange AI

(2024-03)

• Built and scaled 0→1 GTM and demand generation systems for a compliance automation platform serving enterprise compliance teams and MSSPs.
• Generated €500K+ enterprise revenue pipeline within 10 months through outbound ABM campaigns, event-led demand generation, and strategic partnerships across Middle East and European markets.
• Designed and executed signal-based outbound campaigns using compliance initiatives, hiring signals, competitive intelligence, and firmographic indicators to improve meeting conversion rates.
• Created outbound funnel workflows across account sourcing enrichment, segmentation, sequencing, qualification, and pipeline tracking, improving outbound efficiency by 3x over generic campaigns.
• Developed lead scoring and qualification framework in HubSpot using ICP fit, engagement signals, MEDDIC criteria, and buying-intent indicators, increasing pipeline conversion by 30%.
• Led product-market fit and GTM development by defining ICPs, buyer personas, positioning, ROI-driven pricing strategy, and enterprise messaging through customer discovery and design partner feedback loops.
• Collaborated closely with product and technical teams to shape Product roadmap priorities from customer insights and enterprise use-case validation.
• Executed (PLG)Product-led growth initiatives including onboarding journeys, lifecycle email automation, in-app product tours, and self-serve onboarding systems using Intercom and Mixpanel.
• Supported strategic ecosystem and marketplace launches including AWS Marketplace, Microsoft Marketplace, and ISV partnership discussions with SonicWall and Armis.

Growth Marketing Manager - CaretCloud

(2023-09 - 2024-03)

• Managed a cross-functional marketing team including design, content, and video functions to build inbound growth channels for cloud security services.
• Revamped company website messaging and positioning aligned with enterprise cybersecurity buyer pain points and GTM strategy.
• Led newsletter and audience engagement initiatives for a growing subscriber community.

Sr. Growth Marketing Specialist - Reptrics

(2022-11 - 2023-06)

• Developed multi-channel demand generation campaigns including ABM initiatives, lifecycle email automation, SEO, and gated content workflows targeting US B2B SaaS buyers.
• Partnered with sales teams to execute LinkedIn-led account-based marketing campaigns for enterprise prospect engagement.
• Created nurture and drip campaigns across lifecycle stages for a 25K+ prospect database, improving email open rates from 8% to 15%.
• Built attribution dashboards in Zoho CRM to measure campaign-sourced pipeline, lead engagement, and traffic performance.
• Increased organic website traffic by 400% through SEO and content-led demand generation initiatives.

Growth Marketing Analyst - CustomerSuccessBox

(2021-05 - 2022-10)

Key Responsibilities -

• Executed SEO and product review campaigns across G2, Capterra, and TrustRadius to strengthen category visibility and organic acquisition.
• Improved website organic traffic from 10K to 15K through content optimization and search growth initiatives.
• Managed community and influencer engagement initiatives to strengthen brand visibility and distribution.

Growth Marketing Intern - CustomerSuccessBox

(2021-05 - 2022-10)

• Executed content-led demand generation initiatives through keyword research, competitor gap analysis, and buyer-intent driven content strategy.
• Created lead generation and thought leadership assets including blog posts, case studies, and visual content to support pipeline generation.
• Built LinkedIn as a primary organic distribution channel, increasing engagement by 200% and scaling audience growth from 1K to 5K followers within 5 months.
• Collaborated with industry influencers and SMEs to strengthen category positioning, community engagement, and content distribution.

B.Tech - Biotechnology - Amity University Kolkata (2018 - 2022)