Prime Focus Technologies - T Shobhana
Company: Prime Focus Technologies Private Limited
Company Description: Prime Focus Technologies, is the technology subsidiary of Prime Focus, the global leader in media and entertainment industry services. CLEAR™, our award-winning Hybrid Cloud-enabled Media ERP Suite and Cloud Media Services help broadcasters, studios, brands, sports and digital organizations drive creative enablement, enhance ecosystem efficiencies and sustainability and reduce cost.
Nomination Category: Individual Awards Categories
Nomination Sub Category: Female Executive of the Year in Asia, Australia or New Zealand
Nomination Title: T Shobhana, Vice President and Head, Global Marketing & Communications
Describe for the judges the activities and accomplishments of the nominated executive since the beginning of July last year (up to 525 words):
During the assessment period, Shobhana launched two successful GTM (Go-to-Market) campaigns. This has always been her forte.
At IBC (September 2015), the ‘DigitalNext' campaign highlighted how PFT could help address the challenges faced by the media and entertainment (M&E) industry to meet the demands of the digital consumer, with a focus on building a connected enterprise and digital ecosystem, over-the-top (OTT) solutions and distribution. The campaign resulted in 30 sales qualified leads, contributing US$ 500,000 to the sales pipeline.
At NAB Show (April 2016), ‘Be Bold. Take the Leap.’ Campaign was a compelling argument for M&E players to virtualize the content supply chain and adopt centralization by deploying ONE software for the enterprise. The campaign resulted in 70 sales qualified leads, contributing US$ 2MN to the sales pipeline.
Shobhana’s pursuit marketing acumen came in handy to support 10 strategic deals. PFT won 6 deals (21st Century Fox Star, HBO, NBC Universal, Viacom, Warner Bros. and Zee) and the clients have attributed PFT’s innovative pursuit marketing as one of the major reasons for the scale tilting in its favor. Total revenue influenced: US$ 10.25MN (20% of PFT revenue).
Shobhana’s demand generation team lives by her deep rooted conviction that marketing has to support sales goals and not just manage branding. In the assessment period, roughly 50% of all leads generated organization wide was through this team. Total revenue influenced: US$ 11.25MN (25% of PFT revenue).
Shobhana’s digital marketing team displays her die hard passion to connect, engage and nurture clients and prospects. PFT’s traction on its official Facebook and LinkedIn handles have been growing at 100% YoY, helping in substantial thought leadership positioning and nurturing potential leads for future harvest.
Shobhana has built an Analyst Program and is currently working with top analyst firms like Ovum and Devoncroft who have already started noticing how PFT can transform the M&E landscape. PFT has been included in the prestigious Big Broadcast Survey (BBS 2016) by Devoncroft this year.
Working closely with PR agencies in the US and India, generated 1000 plus brand mentions and 10 big format stories across print and online media, including big ones like Variety, Digital Studio, Hindustan Times, The Hindu Business Line, The Economic Times, and The Hollywood Reporter, to name a few.
Shobhana has also painstakingly enhanced PFT’s visibility by expanding the events portfolio and ensuring speaker opportunities as well. PFT was present at NAB Show, IBC, FICCI FRAMES, Broadcast Asia; and the forums included MESA (Media & Entertainment Services Alliances), HPA (Hollywood Post Alliance), IABM (International Association of Broadcast Manufacturers), LAPPG (The Los Angeles Post Production Group) and PGA (Producers Guild of America).
PFT’s ‘DigitalNext’ campaign won two Platinum awards at the MarCom Awards 2015. Frost & Sullivan’s 2015 Global Frost & Sullivan Award for Growth Excellence Leadership was conferred on PFT. 2016 CMO Asia National Awards for Marketing Excellence honored PFT with two awards - Shobhana was adjudged Marketing Professional of the Year, while ‘Be Bold. Take the Leap.’ campaign received Marketing Campaign of the Year award. PFT’s CLEAR Broadcast Cloud was chosen by NewBay Media’s TV Technology, for it prestigious ‘Best of Show Awards’ at IBC 2016.
Provide a brief biography of the nominated executive (up to 125 words):
Shobhana has spent over a decade in leadership roles in marketing & communications.
Her earlier assignments were with Satyam Computer Services (Tech Mahindra) and Capgemini. She was responsible for driving Satyam’s annual leadership summit and for winning numerous industry awards – 29 in all.
At Capgemini, she led Pursuit Marketing for deals above US$ 50MN with success at British Telecom, Siemens, Coca Cola and Johnson & Johnson, among others. Her role was so impactful that she got elevated to leading Account Based Marketing (ABM) for top accounts globally.
Shobhana joined PFT in 2013. At 33, she is the youngest VP in the history of two-decade old Prime Focus. She holds a master's degree in Advertising and Public Relations.