Product Marketing Manager · Bengaluru

Turning products into market stories that win

5+ years of B2B SaaS product marketing across India, North America, and the Middle East — spanning payments and conversational AI. I've worked at the enterprise end of the market, where buying cycles are long and messaging precision matters. The marketing between your product and your revenue. That's what I build.

View my work Let's talk
/ 01

I don't wait for a brief.

I identify what needs to be built, propose it, and own it end to end. The teams I've worked with didn't manage me. They trusted me.

/ 02

I speak revenue, not just marketing.

ARR, pipeline, win rates. I connect every program I build to a number that matters to the business — not just the marketing dashboard.

/ 03

I've built in more than one market.

India, the Middle East, North America. Different buyers, different buying cycles, different objections. I adapt the strategy — not just the language.

/ 04

AI is already in my workflow.

I use it to cut research time, sharpen copy, and move faster. Not as a novelty. As leverage.

Shashank Srivastava
Shashank Srivastava
Product Marketing Manager · Bengaluru
About

The PMM who connects dots between product, sales & market

I'm a Product Marketing Manager with 5+ years of experience helping B2B SaaS companies go from "great product" to "market traction." My work lives at the intersection of product strategy, customer insight, and sales execution — across payments technology and conversational AI.

I've led end-to-end product launches, built demand generation engines from scratch, and owned GTM strategy across India, North America, and the Middle East. I've worked with enterprise buyers in banking and financial services — where the stakes are high, the cycles are long, and vague messaging doesn't survive.

I believe the best product marketing doesn't feel like marketing. It feels like the product making sense — to the right buyer, at the right moment, with the right proof.

GTM StrategyPositioningSales EnablementB2B SaaSDemand GenerationABMContent MarketingBrand StrategyMarketing AutomationEvent MarketingCompetitive IntelligenceRevenue Marketing
The road so far
2012 – 2016
B.Tech, Electrical Engineering
IET Lucknow
2016 – 2019
System Engineer
Tata Consultancy Services
2019 – 2021
MBA, Marketing & Analytics
IIM Kashipur
2021 – 2023
PMM Specialist
interface.ai · US market
2023 – Present
Product Marketing Manager
FSS · APAC & Middle East
Work

Case studies

Real projects, real outcomes. Details anonymised where needed — metrics verified internally.

GTM Launch · Product Repositioning

Repositioning FSS as AI-first — and launching a new product to prove it

LEGACY AI-FIRST
FSS · B2B Payments Technology · APAC, Middle East & Africa

The Challenge

FSS had a perception problem. Despite being a 34-year-old payments technology leader with enterprise clients across 26 countries, it was still seen as a legacy vendor. The market was moving toward AI-first platforms, and FSS needed a credible way to reposition — not just in messaging, but in product reality.

What I Did

Through primary and secondary research, I identified chargeback processing in reconciliation as the highest-value AI entry point. Led end-to-end GTM: renamed Smart Recon → Recon AI, built the full launch strategy, produced all content assets, and executed a 360° launch across Dubai and Mumbai.

The Impact

12 SQLs generated. 2 enterprise deals closed — one in the Middle East, one in India. 21 MQLs from a paid LinkedIn campaign in the Gulf. FSS successfully repositioned from legacy tech to AI-first payments company.

12
SQLs post-launch
2
Enterprise deals closed
21
MQLs · Paid LinkedIn · ME
2
Markets · Dubai & Mumbai
Demand Generation · ABM · Market Strategy

Building FSS's Middle East demand generation engine from scratch

7 MARKETS PIPELINE
FSS · B2B Payments Technology · GCC · 7 markets

The Challenge

FSS had operated in the Middle East for 10+ years but entirely through outbound sales. No inbound leads, no structured funnel, no top-of-mind recall. The goal: build a demand generation engine from scratch across 7 GCC markets.

What I Did

Ran a full market audit, segmented GCC into 3 tiers, mapped the buyer journey across 4 stages with gap analysis, designed a full funnel model (MQL → SQL → Opportunity), and built a 1-to-many · 1-to-few · 1-to-1 ABM framework. Then executed it.

The Impact

Generated 3–4 MQLs per month from zero. 7 GCC markets activated across 3 priority tiers. Full inbound engine built where none existed — structured pipeline from Awareness to Decision for the first time.

3–4
MQLs/month from zero
7
GCC markets activated
4
Funnel stages built
0→1
Full inbound engine
Event Strategy · Thought Leadership · Brand

From vendor to industry visionary — the Simply Payments story

EVENT REACH
FSS · B2B Payments Technology · India & Middle East · 2023–2025

The Challenge

FSS was seen as a vendor, not a thought leader. Despite 34 years in payments, no platform existed to change the market's perception. I took over Simply Payments — FSS's annual flagship event — and rebuilt it end-to-end to shift that narrative.

What I Did

Owned 4 events across India and Dubai — full end-to-end: theme, agenda, speaker curation, media partnerships (Economic Times, Network18, Khaleej Times), live demos, experience booths, social amplification, and post-event deal follow-up.

The Impact

175 attendees in 2025 from 27 in 2023. ₹20Cr in deals closed from follow-up. #SimplyPayments2025 trended on X. 12+ tier 1 media coverages. CNBC-TV18 broadcast. 40+ CXO community built.

175
Attendees 2025 (from 27)
₹20Cr
Deals from follow-up
2M+
Online impressions
12+
Tier 1 media coverages
Customer Marketing · CSAT · NPS · CX

Building FSS's customer listening engine — from silence to a 60% CSAT improvement

2.5 4.2
FSS · B2B Payments Technology · India & Middle East · 2023–2025

The Challenge

No structured feedback mechanism existed. Customer dissatisfaction was surfacing over calls and emails but never captured, tracked, or acted on. CSAT was 2.5/5. NPS was 30. No account health visibility across 29+ enterprise clients.

What I Did

Built the entire CX listening engine from scratch — deployed Qualtrics with Motiveminds, designed the survey methodology for 3 divisions, automated CR-triggered surveys via JIRA integration, built the closed-loop process, and launched CXX Week as an owned IP.

The Impact

CSAT improved from 2.5 → 4.2 (60%+ jump) and NPS from 30 → 45 in 2.5 years. 29 accounts now tracked in real-time. 4 champion accounts identified. CXX Week generating 2–3 SQLs per edition.

4.2
CSAT (from 2.5)
+15pts
NPS improvement
29
Accounts tracked live
0→1
Built from scratch
Company Repositioning · Product Launch · GTM

From conversational AI to generative AI — repositioning interface.ai and launching Sphere

CHAT AI GEN AI
interface.ai · AI-powered Conversational Banking SaaS · Series B · US market

The Challenge

ChatGPT arrived in early 2023 and overnight changed what "AI" meant in the market. interface.ai needed to reposition the entire company and simultaneously launch a generative AI product — Sphere — in 6 weeks. Two massive workstreams. One PMM.

What I Did

Built and owned the full GTM plan — 35+ assets across pre, launch, and post phases. Rewrote the company vision, mission, and tagline. Revamped the entire website, all collateral, and every channel. Launched Sphere via the "Banking in the Age of AI" webinar, then took it live at Finovate Fall and Jack Henry Connect.

The Impact

400+ webinar registrations. 3 channel partners activated. 5+ major US fintech events with live Sphere demos. 100% of brand assets and collateral repositioned. Full company pivot executed in 6 weeks by a single PMM.

35+
GTM assets owned
400+
Webinar registrations
6wks
Brief to launch
2
Parallel workstreams
The work, up close

Built, not just described

Brochures, one-pagers, case studies, and videos — the actual output behind the strategies above.

National PSP builds independent payment infrastructure in the Gulf
↓ View PDF
01 FSS · Customer Case Study
National PSP builds independent payment infrastructure in the Gulf
↓ View PDF
FSS Payment Gateway — Accelerate digital payments at the speed of commerce
↓ View PDF
02 FSS · Product Brochure
FSS Payment Gateway — Accelerate digital payments at the speed of commerce
↓ View PDF
FSS Recon AI — Next gen reconciliation, delivered now
↓ View PDF
03 FSS · Product Brochure
FSS Recon AI — Next gen reconciliation, delivered now
↓ View PDF
Chargeback AI — What changes for your ops team
↓ View PDF
04 FSS · Sales Infographic
Chargeback AI — What changes for your ops team
↓ View PDF
BLAZE Studio — Low code development for rapid innovation
↓ View PDF
05 FSS · One-pager
BLAZE Studio — Low code development for rapid innovation
↓ View PDF
BLAZE Integrator — Unified integration for banks
↓ View PDF
06 FSS · One-pager
BLAZE Integrator — Unified integration for banks
↓ View PDF
BLAZE Business Function — Deploy business functions with low-code speed
↓ View PDF
07 FSS · One-pager
BLAZE Business Function — Deploy business functions with low-code speed
↓ View PDF
08 FSS · Product Video
FSS PayPath — AI-driven payment routing that never misses a transaction
Neighborhood Credit Union — 40% of calls automated, $3.6M saved with AI
↓ View PDF
09 interface.ai · Customer Case Study
Neighborhood Credit Union — 40% of calls automated, $3.6M saved with AI
↓ View PDF
interface.ai vs other AI vendors — sales-enablement battlecard
↓ View PDF
10 interface.ai · Competitive Battlecard
interface.ai vs other AI vendors — sales-enablement battlecard
↓ View PDF
One Conversational AI Brain — enterprise-wide pitch for credit unions
↓ View PDF
11 interface.ai · Sales Deck
One Conversational AI Brain — enterprise-wide pitch for credit unions
↓ View PDF
AI-Powered Phone Banking — turning the call center into a revenue center
↓ View PDF
12 interface.ai · Product Brochure
AI-Powered Phone Banking — turning the call center into a revenue center
↓ View PDF
Neighborhood CU's AI journey & impact — webinar highlights
↓ View PDF
13 interface.ai · Webinar Infographic
Neighborhood CU's AI journey & impact — webinar highlights
↓ View PDF
Neighborhood CU webinar — highlight reel
▶
▶ Watch video
14 interface.ai · Webinar Video
Neighborhood CU webinar — highlight reel
▶ Watch highlight reel
Published Writing
15 interface.ai · Blog Writing
Thought-leadership articles on AI in banking
4 published articles ↑
Skills

What I bring to the table

GTM & Product Launches

  • ICP definition & audience research
  • Launch planning & execution
  • Cross-functional coordination
  • Channel strategy & messaging
  • Post-launch measurement & iteration

Positioning & Messaging

  • Customer interviews & Jobs-to-be-Done
  • Competitive analysis & differentiation
  • Messaging frameworks & value props
  • Website & landing page copy
  • Category creation & narrative

Sales Enablement

  • Sales deck & pitch narrative
  • Competitive battlecards
  • Objection-handling playbooks
  • Persona-based collateral
  • Win/loss analysis
Tools I work with
LinkedIn Campaign ManagerHubSpotGoogle AnalyticsSalesforce CRMZoho CRM & CampaignsZoomInfoHunter.ioAdobe MarketoCanvaZapierLinkedIn Sales Navigator
Testimonials

What colleagues say

Recommendations from people I've worked with, shared via LinkedIn.

I've had the pleasure of working closely with Shashank at FSS and continue to be impressed by his sharp thinking, execution excellence, and strong sense of ownership. Shashank is exceptionally bright, highly dedicated, and brings remarkable speed and agility to everything he takes on. He is someone you can rely on completely — when a responsibility is assigned to him, there is total confidence that it will be delivered with precision, accountability, and without the need for follow-through. He has played a pivotal role in building Simply Payments into one of the most talked-about thought leadership forums in the payments industry. From strategy and planning to flawless execution across both India and the Middle East, he has consistently raised the bar. Under his leadership, the platform has delivered over 2 million digital impressions and reached more than 1 million industry professionals through strategic partnerships with leading media platforms such as The Economic Times and Network18. The growth in participation has been equally impressive, expanding from 27 attendees in 2023 to 175 attendees in 2025 in India, with CXO-level representation from 30+ banks and generating strong business leads. Beyond events, Shashank has successfully led impactful marketing campaigns for the Middle East region and was instrumental in launching our customer listening programs through structured CSAT and NPS initiatives, helping establish meaningful feedback loops to continuously strengthen customer experience. What stands out most is his ownership mindset, execution focus, and ability to move ideas into action with consistency and excellence. He is a tremendous asset to the team, and I look forward to seeing the continued impact he creates.
AM
Arunima MehtaGlobal Marketing Director, FSS · May 2026Managed Shashank directly
It was great working with Shashank at interface.ai, and I'm continually impressed by his expertise and dedication. Shashank is remarkably hands-on, demonstrating a commitment to each project that ensures it's executed to the highest standard. His data-driven mindset allows him to make insightful decisions that have a measurable impact on our outcomes. Furthermore, his adeptness at liaising with cross-functional teams underscores his collaborative spirit and adaptability. Shashank's meticulous attention to detail, coupled with his knowledge and passion, solidifies him as a powerhouse in our team. I wholeheartedly endorse Shashank.
SS
Stallin SanamandraGrowth & Demand Generation Leader, interface.ai · Aug 2023Senior to Shashank at interface.ai
Contact

Let's build something worth talking about

✉
shashanks674@gmail.com
in
linkedin.com/in/shashank-srivastava-a29191ab
↓ Download Résumé (PDF)