Hi! I’m Shruti Ramanujam.
I’m currently a Content & Creative Manager at Esko. My work sits at an intersection of content strategy, product marketing, and messaging. The teams I build always know the right words to open pipeline.
I’ve built content functions from scratch, grown teams to seven, and launched products into global markets. Most recently at Esko, I owned the GTM of a new mid-market product, starting from its positioning framework and naming, all the way to building pipeline through Organic and Paid support.
The journey so far
I’ve worked across different verticals in Marketing over the years, and across different industries.
- Launched WebCenter Go, Esko’s first mid-market product, into North America, EMEA, APAC, and LATAM. Content-led efforts drove 65% of total sales-qualified opportunities in 2025.
- Owned product marketing for AI-powered features. External messaging secured a ticket size maximum of $250,000 in first-year adoption from some of the world’s largest consumer brands.
- Built the sales enablement kit used by global sales teams to displace incumbents in competitive deals.
- Built the full content function: positioning, messaging hierarchy, homepage copy, feature launches, BOFU content, and webinar programs.
- Built and led a Content and Creative team of seven.
- Surveyed industry leaders to produce research reports that drove bottom-of-funnel pipeline.
- Started in product marketing at Unmetric and managed all customer and web communications through the acquisition by Falcon.io.
- Moved into email marketing, running a global audience of 200,000+ prospects with a 21% CTOR via Marketo.
- Took on content leadership, rebuilt the Digital Marketing Trends eBook from scratch, and earned 33,000+ downloads in the first few months. Presented findings at DMEXCO to 1,000+ marketers.
- Owned product marketing for Exchange Reporter Plus: website copy, solution briefs, sales toolkits, and onboarding content for IT buyers.
- Ran monthly webinars and represented Zoho at industry events in the US and India.
Case studies
Here are a couple of examples where I owned naming, positioning, competitive research, and making sure the website knows what it is trying to say and to whom.
Naming, positioning, and GTM for WebCenter Go
Esko’s first mid-market product needed a name, a story, and a market. I owned the product marketing: competitive landscape study, positioning framework, name selection, website, and the content that built pipeline.
WebCenter is Esko’s flagship enterprise product. The mid-market version needed a name that signalled speed and accessibility without cannibalizing the parent brand. We landed on “WebCenter Go” for borrowed equity, but with a distinct identity.
Ran a full competitive audit across direct and adjacent tools. Identified the gap the product could own: the space between chaotic email-based approvals and expensive enterprise systems that growing FMCG brands couldn’t afford or justify.
Built the positioning from the ICP up: growing packaging teams at mid-market FMCG brands, too sophisticated for email and not ready for enterprise. That framework shaped the product page, the sales deck, and every outbound message.
My team was responsible for product pages, interactive tours, BOFU content, and pitch decks used by global sales teams.
Building a content function and a website from scratch at a B2B SaaS startup
I was the first Content hire at Artwork Flow by Bizongo and I grew Content into a function of 7. Our goal was to scale organic growth and drive pipeline.
The 2022 site had bones but soft messaging. I ran positioning workshops with leadership, sharpened the ICP to mid-sized CPG packaging teams, and rewrote the homepage so the product could finally tell its own story clearly.
Fleshed out the website using Sales insights and product demos as inputs. Added feature pages, use case pages, and interactive product tours so prospects could self-serve their research without booking a demo first.
Shifted editorial focus down the funnel. Prioritized BOFU articles, thorough competitive coverage, and primary research reports.
Grew from a team of one to seven: product-led content marketers, an SEO specialist, a social media manager, and a designer. Managed multiple creative contractors and agencies along the way.
Work samples
These thought leadership pieces built on primary research helped move pipeline across the different companies I created them at.
The Future of Packaging Compliance
Co-authored as part of the product marketing strategy for Comply, an AI-led compliance feature. Already gaining serious traction since February 2026.
Download eBook
Packaging at Scale: 2026 Insights for Growing Brands
Surveyed industry leaders to build the commercial case for Esko’s first mid-market product. Bottom-of-funnel research, packaged for buyers.
Download report
The State of Packaging Reviews in 2024
Primary research with global industry leaders on how packaging label review processes were shifting and what top brands were doing differently.
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AI Trends in Creative Operations 2024
Surveyed 100+ creative operations leaders globally on how teams were reacting to AI. This one had the most extensive response analysis and I distilled it into a report.
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2022 Digital Marketing Trends
Completely overhauled Falcon.io’s annual trends campaign. A 60-page eBook built on original research and data from Falcon, Brandwatch, and BuzzSumo. Earned 33,000+ downloads in the first few months. This one’s still my benchmark for what a research-led content campaign can do.
Download eBookPublished articles
In-depth articles across industries, audiences, and funnel stages.
- The Specification-to-Shelf Handshake: Closing the Loop Between TraceGains and WebCenter Go
- Why Growing Packaging Teams Are Stuck and How WebCenter Go Can Help
- SFDA Pharmaceutical Labeling Requirements in 2024: Everything You Need to Know
- The Importance of Typography on Label Readability
- 5 Best Brand Asset Management Software for Brand Teams
- 7 Baby Care Packaging Trends to go (Goo Goo) Gaga over
- Your In-depth Guide to Social Media Analytics
- 25 Brands Every Social Media Manager Should Follow on Social
Featured by WhatPackaging as a Woman to Watch in the packaging industry. WhatPackaging is the trade press read by the people who buy and build packaging for consumer brands across India and APAC.
I write about content marketing on Substack.
Ask Content is where I think out loud about strategy, positioning, and what actually works in B2B. Come say hi.
Events and webinars
Conferences, webinars, and panels I’ve spoken at.
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Spoke at a day-long seminar hosted by X-Rite, Pantone, and Esko at Radisson Blu Mumbai. Addressed packaging workflow and artwork approval challenges for an audience of brand managers, printers, and packaging professionals from across the industry.
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Moderated a webinar on graphic design trends with 100+ attendees.
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Presented “Does Your Brand Speak Emoji?” to 1,000+ marketers, breaking down findings from original emoji engagement research.
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Joined the BuzzSumo webinar on a 20-billion emoji sentiment study to contribute marketing inferences.
Got a content marketing opportunity?
Reach out and let’s figure out if there’s a fit.
Contact me on LinkedIn