RAJ BASOTIA / RESEARCH → STRATEGY → MARKETING
I turn deep research into a competitive point of view.
Then bring the story, the people and the work together.
A PERSPECTIVE BUILT IN THE FIELD
01GartnerResearch discipline↗02HighRadiusExecutive storytelling↗03AnaplanCompetitive strategy↗04LyricConnected marketing↗Different seats. A wider view.
THE RANGE BEHIND THE ROLE
Research, executive storytelling and competitive strategy.
The foundations of how I lead marketing today.
Plus the execution discipline of campaign operations across seven EMEA markets at American Express. The full experience ↗
THE SPACE BETWEEN A PRODUCT AND ITS MARKET
That takes marketing that works together.
Here’s where I come in.
01 — UNDERSTAND THE MARKET
“Where can we win?”
Before you choose a message or a market, you need a clear read on both. I turn customer, competitor and category signals into decisions your team can use.
Clarity before activity.
02 — SHARPEN THE STORY
“How do we explain why we matter?”
Your product is complex. Your value shouldn’t be. I connect positioning, buyer context and product truth into a story that carries from the homepage to the sales conversation.
Positioning people can understand. And teams can use.
03 — EARN THE RIGHT TO BE BELIEVED
“Why should buyers believe us?”
A story gets stronger when customers and the wider market can validate it. I build analyst relations and customer advocacy into a consistent source of credibility.
Prepare. Engage. Learn. Follow through.
The narrative, supported by evidence.
04 — BRING THE STORY TO LIFE
“Does our experience match our ambition?”
Your website, content and campaigns should feel like the same company. I connect the strategy to what gets shipped, bringing design, agencies and internal teams along with it.
From the strategic brief to the final detail.
05 — HELP THE FIELD COMPETE
“Can our sellers make the difference clear?”
Good research needs to be useful in a real conversation. I turn intelligence and customer proof into battlecards, sales narratives and assets built around the decisions buyers make.
Built for a rep with two minutes before the call.
06 — MAKE GOOD WORK REPEATABLE
“How do we keep doing this well?”
I turn recurring marketing work into shared knowledge, reusable AI skills and connected workflows. The standards stay explicit. People stay in the review loop.
Useful once. More valuable when the whole team can use it.
THIS IS WHAT FULL-STACK MEANS TO ME
The insight informs the story. The story shapes the experience.
The evidence equips the field. The system makes it repeatable.
A CLOSER LOOK
Selected work at Lyric.
Built with people across the business.
Selected work through September 2026. Built alongside product, sales, customer success, design and agency teams.
THE PERSON CONNECTING THE DOTS
Research taught me to ask better questions.
Marketing taught me to do something with the answers.
A foundation in research, competitive benchmarking and building research operations.
Campaign operations across seven EMEA markets, with the discipline to get the details right.
Research-led content, C-suite conversations and the GBS Masterminds Podcast.
Global competitive strategy, buyer insights and field enablement across planning markets.
Director, Marketing Strategic Initiatives.
Connecting the market, the story, the proof and the systems behind the work.
Jaipur roots. Bangalore base.
Usually curious about technology, political documentaries,
phone photography, or a well-made watch.
YOUR NEXT CHAPTER
The story. The team. The way the work gets done.
Let’s start there.