Marketing, at its most powerful, is a translation.
It converts complexity into clarity, intent into impact, and technology into tangible human value. The best marketing doesn’t just speak, it listens first. It senses the pulse of a market, breathes in its culture, and then responds with precision, empathy, and purpose. When done right, it doesn’t feel like marketing at all—it feels like connection.
That’s where Soundarya Shrivastava steps in—not as a messenger, but as a translator of transformation. At PTC, where terms like CAD, PLM, ALM, and IoT form the grammar of industrial progress, she crafts language that transcends traditional marketing.
The Quiet Moments That Shape a Leader
For Soundarya, the turning point in her career wasn’t marked by a title or a milestone project. It was the realization that people—mentors, peers, and teammates—shape not only what we do, but who we become while doing it. From her time at Trescon to global brands like Oracle, The Times Group, and now PTC, she credits much of her growth to the leaders who showed her what resilience, grace, and empathy look like under pressure.
These mentors didn’t just sharpen her marketing instincts—they helped her find belief in herself. Along the way, her peers contributed equally, often in quieter but equally meaningful ways—through encouragement during team calls, collaborative brainstorming sessions, or simply by standing together through tough deadlines. For Soundarya, what truly defines her journey is the dedication to show up, do the work—especially when it’s hard—and lead with kindness, compassion, and respect. That’s the leader she’s become, and the one she aspires to be.
A Milestone Etched in Mentorship and Meaning
Being named ITA Wonder Women 2025 – Marketing Personality of the Year is more than a professional accolade for Soundarya; it’s a moment of pause and reflection. Personally, she sees it as a recognition of every mentor who shaped her, every challenge that refined her, and every version of herself she had to outgrow. It’s humbling, she says, but also empowering.
Professionally, the award signals a milestone—a visible impact acknowledged by the industry. More importantly, it reminds her of the women who inspired her early on and the responsibility she now carries: to create space, to open doors, and to amplify voices that deserve to be heard. For Soundarya, this recognition is proof that women aren’t just part of the marketing conversation—they’re leading it, confidently and unapologetically.
Translating Tech into Transformation
At PTC, where industrial innovation spans cutting-edge technologies like CAD, PLM, ALM, and IoT, Soundarya’s challenge is clear: make complexity feel accessible, and innovation feel relevant.
Her approach begins with a deep understanding of each market’s stage of digital transformation. From India to the Gulf and other emerging regions, she and her team prioritize local context, identifying regional challenges, business readiness, and unique growth opportunities. Technologies aren’t marketed as products; they’re positioned as enablers of real-world progress.
Execution is both strategic and local. By collaborating with regional teams and partners, Soundarya ensures that every message speaks the market’s language—not just linguistically, but in terms of priorities and outcomes. Ground-level presence is non-negotiable. Through events, industry forums, and physical demonstrations, she believes in showing—not just telling—how innovation translates into impact.
For Soundarya, marketing isn’t about flashy campaigns. It’s about building trust, elevating customer potential, and walking alongside the very people driving change in their communities.
Local Voice, Global Vision
Managing marketing across India, the Gulf, and a range of emerging regions requires more than translation—it demands true localization. For Soundarya, this balancing act is as complex as it is rewarding. She acknowledges that what resonates in one market might completely miss the mark in another, even when the core messaging is strong.
Her process begins with listening—truly understanding each region’s business climate, cultural nuances, and audience priorities. From there, content is either adapted or rebuilt entirely, depending on what the context demands. The global brand voice remains consistent, but how that voice speaks is flexible. In some markets, storytelling shifts from product features to business impact; in others, specific use cases take center stage.
Soundarya embraces the challenge with agility, rapid learning, and an open feedback loop. For her, meaningful localization isn’t about cosmetic tweaks—it’s about relevance. And getting that right is what builds both trust and traction across diverse markets.
Bridging the Gap Between Code and Commerce
Leading channel and account marketing in the industrial tech space has been one of Soundarya’s most challenging—and most rewarding—professional experiences. It’s a landscape where global strategies must constantly adapt to regional realities, and where messages must resonate across highly technical and operational audiences.
One of the most critical elements of her approach is partner alignment. By leaning into the strength of PTC’s partner ecosystem, Soundarya ensures that every campaign reflects not only technical excellence but also localized credibility and industry relevance.
Another challenge she often faces is translating deeply technical solutions—CAD, PLM, ALM, and IoT into language that speaks to both engineers and business leaders. Her role, as she sees it, is to bridge that gap: to humanize the technology and frame it in terms of real business outcomes.
But with those challenges come significant opportunities. Soundarya believes that marketing in this space isn’t just about communication—it’s about creating relevance. By aligning closely with sales, channel teams, and customer success, her work evolves from demand generation to long-term brand and revenue impact. In her view, the growing strategic role of marketing in industrial tech isn’t just timely—it’s a competitive advantage.
Campaigns That Moved Markets
Among the many initiatives led by Soundarya at PTC, a standout example of cross-vertical impact came through high-touch, experience-driven campaigns like Aero India 2025 and The Economic Times’ ET Auto flagship platforms.
Aero India provided a prestigious global platform, where PTC’s digital innovation in aerospace and defense took center stage, attracting over 1,500 visitors during an event graced by the presence of India’s Defence Minister. At the same time, PTC’s presence at ET Auto’s mobility-focused events allowed that momentum to flow seamlessly into the automotive and electric vehicle segments.
For Soundarya, these events weren’t just campaigns—they were strategic, ecosystem-led engagements. They reflected PTC’s adaptability across sectors while consistently propagating its message for SDV: that innovation lives at the intersection of technology, relevance, and human experience.
The Art of Strategic Marketing Investment
As the account holder for Market Development Funds (MDF) at PTC, Soundarya approaches every investment with one guiding principle: treat each dollar as if it were her own. For her, ROI isn’t just a metric—it’s a mindset. Before greenlighting any initiative, she ensures the activity aligns directly with core business objectives—whether that’s targeting priority accounts, addressing underpenetrated regions, or enabling key partners. If there isn’t a clear business justification, it doesn’t move forward.
Collaboration is a key component of her MDF strategy. Soundarya works closely with partners to co-create initiatives that not only address priority accounts but also offer geographic coverage across India. Yet, in her view, no marketing plan is complete without a strong follow-up mechanism. Once an activity is executed, she shifts focus toward outcomes, specifically measuring influenced pipeline and engagement quality. Learnings from each campaign are quickly folded back into strategy, enabling smarter, more focused reinvestments. For Soundarya, MDF isn’t just about funding campaigns—it’s about fueling business impact.
Marketing in the Age of Intelligence
As digital transformation reshapes the manufacturing sector, Soundarya sees the role of marketing evolving into something far more strategic and impactful. With AI and IoT driving change, Soundarya believes marketing is evolving beyond messaging; toward delivering intelligent, data-driven experiences across every stage of the customer journey.
At PTC, this shift is already underway. From data-driven segmentation and predictive analytics to hyper-personalized content strategies, marketing now plays a central role in defining customer journeys across every touchpoint. Soundarya is particularly focused on enabling PTC’s wider ecosystem, ensuring that partners and regional teams are empowered with tools and insights that deliver localized, relevant value.
Yet, even in this highly digitized era, she maintains that marketing must remain rooted in human connection. AI should enhance—not replace—the understanding of customer needs. For Soundarya, today’s marketer is a steady voice in a noisy space: guiding, clarifying, and empowering decision-makers with crisp, relevant communication. Marketing isn’t a support function anymore—it’s a growth engine, one that helps prospects see not just what’s possible, but what’s achievable.
Personalization at Scale
For Soundarya, emerging technologies like AI have fundamentally changed how marketing engages with B2B audiences. No longer operating on static buyer personas, her strategies now treat each customer relationship as dynamic and evolving. AI enables precise segmentation, personalized content delivery, and behavior prediction across various digital and physical touchpoints.
In BTL campaigns, AI plays a critical role—from identifying ideal attendees to tailoring agendas based on past interactions and even recommending real-time content during events. On social media, it helps analyze engagement trends, optimize messaging, and time content for maximum resonance.
This shift has allowed Soundarya and her team to move from reactive communication to predictive engagement. Through tools like generative AI and machine learning, she’s building an ecosystem that listens, learns, and adapts—delivering the right message, through the right channel, at the right moment. In her words, “That’s a deadly combination to have. If you’ve cracked that, you’ve cracked selling through marketing.”
Building New Paths in Tech
For Soundarya, leading in a highly technical and traditionally male-dominated industry isn’t about fitting into an existing mold—it’s about reshaping it. She doesn’t view her journey as simply navigating barriers, but as being part of a generation of women boldly opening doors that hadn’t been fully explored.
Her experience in the tech world has reinforced a powerful truth: women are not here to play catch-up—they are here to redefine the rules. With empathy, strategic insight, and clarity of vision, women bring invaluable leadership strengths to the table. Over time, Soundarya realized her perspective wasn’t just valid—it was essential.
To her, representation is more than symbolic. It directly impacts how young women see their own potential in industries like tech and manufacturing. By showing up, challenging outdated norms, and leading with confidence, she believes women are not just claiming seats at existing tables—they’re building entirely new ones. And in that space, real transformation begins.
Owning Your Voice in the Noise
When Soundarya reflects on what she would share with the next generation of women entering B2B tech marketing, her message is clear and empowering: don’t wait to be ready—just begin. Confidence doesn’t come from having all the answers; it comes from choosing to step forward even when things are uncertain.
Her advice is rooted in experience. When challenges arise, she advocates for fighting smart—never at the cost of mental health. “If a space drains you more than it grows you,” she says, “it’s not just okay to walk away—it’s necessary. Do it with dignity, and never carry guilt for protecting your well-being.”
She encourages young professionals to surround themselves with mentors who both challenge and uplift, and to learn how to tune out the noise. Not every opinion holds weight, and not every space deserves your energy. Instead, she urges young women to learn the business, build their own voice, and speak with intention.
For Soundarya, leadership is not about waiting for a title—it’s about showing up daily with resilience, owning your voice, and lifting others as you climb. “Don’t shrink to fit in,” she often advises. “You don’t need to be the loudest in the room. But when you speak, make it count.”
