Some look to music as a means of creative enjoyment. Others have sports, or art. 

But the driving passion for Parna Sarkar-Basu is rebranding and the art of marketing. 

"When you're talking about promoting a town, or branding a company, it's just really exciting to me," she said. "I love it, it's so exciting." 

Sarkar-Basu, a Westwood resident, is expounding on that passion in her new role at Waltham-based software company Verivo, where she began working as Vice President of Marketing Communications about four months ago. The company specializes in working with businesses and helping them to own their own mobile initiatives, as opposed to relying on third-party vendors. 

"I work with a phenomenal team and together we helped rebrand and position the company and launch it as Verivo Software," Sarkar-Basu said. "As part of that, we have built a new website."

The company, previously known as Pyxis Mobile, is being relaunched as Verivo, and as part of the company's launch it was able to secure $17 million, which will be used partially to expand the business, as well as help expand marketing programs and product development. 

"It's right up my alley," she said. "It's something I love to do."

In her role, Sarkar-Basu, who previously worked at such companies as PTC in Needham and IBM, helps with business expansion plans, and is currently looking to have a presence in Europe and Asia. 

"I've had the privilege of working with some of the greatest companies and helping build brands," she said. 

But her experience in rebranding and working with others goes beyond her professional experience. Sarkar-Basu has had a hand in a number of Westwood organizations, including the Westwood Educational Foundation and, more recently, the Economic Development Advisory Board, on which she's served for about a year.

"I felt that working on this board and volunteering here, it's a small way to give back in the town that I live in," she said. "It was really exciting. At the last meeting, we were talking about how do we brand and market Westwood. And make it a more attractive town for businesses."

One factor the group had discussed, she added, was how to rename the Rte. 128 MBTA station to correlate with Westwood Station. 

Moreover, Sarkar-Basu has worked with other officials to create a math wizards club and the teen center as part of the Westwood Cares Committee. 

Learn more about Verivo by checking out its Mobility Watch blog.