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Amrita Mathur

Marketing and GTM leader (ClickUp, Superside, Top Hat and other fast-growing cos)

Amrita Mathur is the Vice President of Marketing for Mid-Market and Enterprise (MM and ENT) at ClickUp, a productivity platform designed to help teams manage tasks and projects more efficiently. She joined ClickUp in August 2023, bringing extensive experience in marketing leadership from previous roles at companies such as Superside and Top Hat.42

Professional Background

  • Current Role: VP of Marketing at ClickUp (August 2023 - Present)
  • Previous Roles:
    • VP of Marketing at Superside (May 2019 - August 2023)
    • VP of Demand Generation at Top Hat (November 2016 - April 2019)
    • Director of Demand Marketing at Vision Critical (March 2014 - November 2016)
    • Director of Marketing at PriceMetrix, part of McKinsey & Company (April 2011 - March 2014)
  • Early Career: Mathur has held various marketing positions since starting her career in the mid-2000s, including roles at Redknee and OpenText.42

Marketing Philosophy

Mathur emphasizes a blend of data-driven decision-making and creative intuition in her marketing strategies. She advocates for understanding audience needs deeply to tailor messages effectively. Her approach includes optimizing the user journey from initial engagement with freemium products to conversion into paying customers.23

In interviews, she discusses the importance of content in marketing efforts and how to prioritize various initiatives within a large user base. She also highlights the significance of building a collaborative team culture where curiosity and constructive feedback are encouraged.12

Personal Insights

Amrita Mathur's leadership style focuses on fostering an environment where team members can thrive through learning and experimentation. She believes in balancing analytical approaches with creative insights to maximize marketing effectiveness.23

For more information about her professional journey, you can find her on LinkedIn under the username amritamathur.

Highlights

Jun 13 · linkedin

The ecosystem approach in GTM is often ignored.

As much as you want teams to have clear metrics and swinlanes, so they can do their best within their frameworks, willfully ignorance of how each swim lane has ripple effects into the other is pure mediocrity.

A great example of the ecosystem approach is Canadian company Lululemon. I’m a big customer of theirs, and shareholder, not just because they have good clothing but because their execution is so laudable.

They boast ~ $1600 per per sq ft of revenue (it’s a retail industry metric) which is apparently hella high, and I suspect it’s because they have really doubled-down on the customer journey and all the touchpoints along that. ✔️ They have nailed e-commerce (50% growth YoY) ✔️ Huge investment in customer service ✔️ Amazing content marketing of course ✔️ And they are also going into the home fitness experience space (with their purchase of Mirror) because they want to own more of the customer journey and strengthen their overall brand experience

Good marketing thinks about the entire ecosystem.

Jun 12 · linkedin

Apple Intelligence: AI for the rest of us.

WHAT. A. LINE.

👏🏽 👏🏽👏🏽

(What does it say to you?)

Related Questions

What strategies does Amrita Mathur use to convert freemium users into paying customers?
How does Amrita Mathur balance data-driven decision-making with intuitive marketing strategies?
What are the key challenges Amrita Mathur faces with managing 70,000 freemium leads?
How does Amrita Mathur's approach to content marketing differ across various segments?
What role does team culture play in Amrita Mathur's marketing strategy at ClickUp?
Amrita Mathur
Amrita Mathur, photo 1
Amrita Mathur, photo 2
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Location

Toronto, Ontario, Canada