Results-driven Marketing leader with 18+ year proven track record in developing/ deploying B2B and B2C Marketing strategies focused on top line growth (customer development, retention & acquisition) and bottom line impact. - Keen sense of ownership/accountability in managing P&Ls, with experience driving collaboration and results across diverse, cross-functional global teams. - Creation and measurement of multi-channel marketing campaigns, optimizing ROI and customer satisfaction. - Expert in direct Marketing and digital media – email, direct mail, print, social, online advertising, SEO/SEM, affiliates, catalog, TV, out of home, and sales enablement. - Outstanding analytical and financial modeling skills. - Significant international experience. - Earned reputation as a caring leader who builds strong teams and enables team members to reach their professional goals while delivering business results. MARKETING SKILLS P&L Management Multi-channel Marketing Strategy Direct Marketing Digital and Social Media Brand Mgmt / Merchandising ANALYTICS/BUSINESS PLANNING CRM segmentation, contact strategy & planning Demand Forecasting/Planning Marcom vehicle and Online analytics Competitive/Industry Analysis Pricing & Elasticity analysis

Director, Digital Marketing and Analytics @ • Responsible for optimizing digital marketing efforts (SEO, SEM, Email, Display, Social) for Yodle’s small business clients to enable them to maximize customer acquisition and retention. • Lead organization that drives digital marketing strategy, innovation/testing, content, and marketing operations /analytics. • Drive initiatives to help clients with reputation management, customer loyalty, lead nurturing and conversion. • Yodle is ranked #9 on the 2014 Forbes list of America’s most promising companies. From May 2014 to Present (1 year 6 months) Austin, Texas AreaDirector, Demand Generation and Digital & Social Media @ • Responsible for North America B2B (companies with 100+ employees) demand generation, that includes direct marketing (email, direct mail, catalog) and Media (social, online advertising, webinars, content syndication, Search, print, OOH). • Establish CRM tracks and contact strategy for customer acquisition and development. • Optimize Marketing budget across awareness, consideration and action vehicles to maximize leads, pipeline, revenue, impressions, click-throughs, ROI/ROAS. • Explore new technologies and media partners to improve reach & customer “stickiness”. • Drive integration with Eloqua nurture programs and lead gen efforts. • Achievements include: o YoY scaling of Marcom/Media budget, with continual ROI improvements o Drove significant savings to non-working expenses ($2M annually) by implementing process to review and streamline all content and assets. o Tighter integration of Social Media and content syndication into overall plan and customer journey. o Transformed customer contact strategy by simplifying targeting and touches, while improving opt-outs and maintaining performance. o Launched key trigger campaigns (“welcome”, “saved cart”, etc.) and greater email personalization that drove 40% higher ROI and $2M incremental revenue. From October 2012 to February 2014 (1 year 5 months) Austin, TXDirector and CMO, Small/Medium Public Segment @ • Created and drove multi-channel Marketing strategy to grow the $300M+ P&L for Dell’s Small/Medium Public (Education, Healthcare, Government) segment - a strategically important and highly profitable portion of the Public market. • Achievements include: 1) grew Revenue at a market multiple with accretive margin, 2) double-digit Acquisition growth, 3) significant improvement to ROI/ROAS, and 4) inbound calls +30% YoY and Dell.com traffic +70% YoY. • Led merchandising, offer development, campaigns, pricing to deliver best in class customer experience on Dell.com and Marcom/Media vehicles. • Secured partner funding and allocated Marketing budget across demand gen vehicles and sales enablement efforts. Partnered closely with Sales and Online teams to optimize total leads, order conversion, and upsell. • Led efforts with Ad agencies on creative assets and messaging/copy development. From February 2011 to September 2012 (1 year 8 months) Austin, Texas AreaDirector, Consumer Direct Marketing and Media @ • Managed >$250M annual Marketing budget for Dell’s Consumer segment, devised optimal Media & direct Marketing mix (TV, social media, Search, online advertising, Affiliates, catalog, direct mail, Out of Home, etc.) based on business goals, ROI, CRM (Acquisition vs. customer development/retention) goals, and product strategy. • Worked closely with media agency to optimize media flighting, cost/impression, ROI. • Managed campaign planning, product launch coverage, and partner funding input. • Provided input to Creative and Online teams to execute creative/messaging assets, and reviewed Marcom vehicles to ensure alignment with briefs/strategy. From August 2009 to January 2011 (1 year 6 months) Austin, Texas AreaDirector, SMB Merchandising/ Brand Management @ • Responsible for Hardware (Laptops, Desktop, Servers) P&L for Dell’s SMB segment, partnering closely with Sales and Online teams. • Defined and drove actions to achieve Revenue, Margin, Mix and Market share goals. • Sought to grow Dell's awareness, consideration and purchase in the SMB market; developed offers and merchandising tactics for Offline/Online Marcom, Dell.com, Sales. • Worked closely with product and pricing teams to review/refine product roadmaps, set pricing strategies, understand competitive landscape, and manage supply/demand. • Wrote high-level Quarterly briefs for Marketing teams and Ad Agency; partnered with CRM team to develop and optimize contact strategy for customer segments. From April 2008 to August 2009 (1 year 5 months) Austin, Texas AreaDirector, SMB Business Planning and Analytics @ • Managed planning /forecasting efforts for Dell’s US SMB segment ($7B annual Rev), and served as a strategic advisor to the SVP & General Manager. • Worked closely with Sales, Finance, and Marketing to understand day-to-day business, and size risks/upside to plan. Provided weekly analysis on business performance with detailed product mix/attainment analyses. • Identified gaps between forecast and sales plan to help develop and size bridging items. • Ensured strong interlocks with executives and key stakeholders (Sales, Finance, Online, Marcom, Merchandising) to tie-off on short/long-term plans and business strategies. From October 2006 to April 2008 (1 year 7 months) Austin, Texas AreaMarketing Demand Forecast Manager @ • Managed the bottoms-up SMB Marketing forecast and metrics. Key responsibilities included: providing a call & traffic forecast based on Marcom budgets/strategies, setting key Sales targets, communicating potential risks/upside to key stakeholders and execs. • Worked with Marketing leads (Online, Media, Direct Marketing) and Merchandisers to implement pricing changes and budget/vehicle mix changes to bridge gaps to plan. • Closely aligned with Sales to optimize staffing, call routing/handling, and segmentation. From August 2004 to September 2006 (2 years 2 months) Austin, Texas AreaEquity Research Associate @ • Performed company-specific and industry-wide analyses to formulate and support investment theses on large and small-cap semiconductor capital equipment companies. • Prepared timely research reports and notes outlining industry drivers, secular outlook, and company analyses by interviewing senior executive leadership, evaluating industry trends, analyzing financial statements, and maintaining detailed financial models. • Developed key deliverables for clients and internal sales force including weekly and monthly newsletters, streamlined one-page company summary sheets, industry tutorials, technology briefs, marketing handouts, and investor presentations. • Interacted with clients and internal sales force to communicate key research calls. From February 2004 to August 2004 (7 months) San Francisco, CAEquity Research Associate @ From May 2001 to January 2004 (2 years 9 months) San Francisco, CAMarketing Sr. Manager @ From 1996 to 2001 (5 years) Santa Clara, CA and Paris, FranceProject Engineer @ From February 1991 to July 1994 (3 years 6 months) Seattle, WA

Master of Business Administration (MBA) @ University of California, Berkeley - Walter A. Haas School of Business From 1994 to 1996 BS @ University of Colorado Boulder From 1986 to 1990 Paddy Yanamandra is skilled in: Direct Marketing, Marketing, Product Marketing, Go-to-market Strategy, Demand Generation, Product Management, Cross-functional Team..., Competitive Analysis, Multi-channel Marketing, Strategy, Marketing Strategy, Analytics, Product Launch, Sales Enablement, Lead Generation, Business Development, Strategic Partnerships, CRM, Segmentation, Marketing Management, Program Management, Marketing Communications, Online Marketing, Merchandise Planning, Start-ups, Media Planning, Merchandising, Advertising, Business Analysis, B2B Marketing, B2B Marketing Strategy, Social Media Marketing, P&L Management, Brand Management