Marketing Manager

MAMTA DESAI

**** ***** *****, ****** *********, California 91739 • 909-***-**** • ********@*******.***

QUALIFICATIONS PROFILE

Results-driven Online Marketing Professional with diversified experience and hands-on skill in the effective execution,

evaluation and presentation of in-depth online marketing campaigns.

Extensive skill applying quantitative techniques to analyze large sets of marketing data to improve the efficiency of a

company’s Online Marketing initiatives and the profitability of its marketing programs specifically via online channel.

In-dept knowledge and experience in managing all Online Marketing channels including SEO, PPC, eMail Marketing,

Social Media etc.

Expert in recognizing and analyzing KPIs to determine strategies for Online Marketing campaigns to significantly

improve web traffic and conversions.

Proven ability to evaluate evolving business requirements and compile information to make innovative

recommendations for immediate and long-term solutions with attention to reducing costs and improving processes.

Effective written and verbal communication skills with success leading teams and collaborating with executives and

staff across all organizational levels.

Strong technical background with web technology and statistical applications including experience with WebTrends,

Omniture, Google Analytics, ATLAS, Google and Yahoo Ad Words, Business Objects, MicroStrategy, MS Excel

macros, MS Access and SPSS, Google, Yahoo and MSN Search Centers.

EDUCATION

Bachelor of Arts Degree in Economics, UNIVERSITY OF CALIFORNIA – Riverside, CA, 2004

Awards: Chancellor’s List, Dean’s List, GPA 3.667/4.0, Outstanding Peer Mentor Award

Professional Experience

NELNET, Senior Web Analyst – Telecommute, May 2008 May 2009

Develop strategies to improve competitive position, increase sales, meet financial objectives and functional goals for all

web properties within Cunet and Peterson’s divisions of Nelnet.

Perform in-depth analysis and recommendations on an ongoing basis to improve the performance of all online

marketing programs, increase website traffic and conversions.

Work with consumer experience team to establish and drive the data collection strategy across click stream analysis,

outcomes analysis, search analysis, multivariate testing analysis from multiple sources including website, surveys,

usability testing, and market research.

Develop, create and review new and current KPIs for all online marketing initiatives.

Manage SEM agency relationship and work with them to improve performance of both paid and organic search.

Perform keyword and Ad performance analysis for Paid Search and Organic Search Campaigns.

Create and implement A/B testing to optimize SEO and PPC landing pages.

Provide recommendations to improve Search Engine Marketing share through Search Engine Optimization.

Project manage and develop all Web Analytics initiatives and strategies.

Partner with LOBs to analyze website traffic and marketing campaign performances.

Recognize web technology trends and determine how they can influence and contribute increasing Nelnet and its

subsidiaries online presence.

TARSADIA HOTELS, e-Commerce Manager – Newport Beach, CA, October 2007 May 2008

Develop, implement and manage all web-related activities to ensure maximum customer acquisition and revenue

production for a portfolio of 18 hotels.

Create and maintain e-Commerce budget, strategy and marketing plans for all hotels.

Responsible for online ad design, development, placement and contract negotiations.

Manage and implement paid search marketing campaigns on major search engines.

Design, execute and maintain SEO strategy to ensure top ranking on search engines.

Maintain e-mail marketing database and execute campaigns using zDirect.

Develop strategy to increase online presence in emerging media including social networks, mobile etc.

Ensure website content is up to date, accurate and search engine friendly.

Responsible for new website launch including layouts, visual appearance, usability and content for all new properties

added to the Tarsadia Hotels’ portfolio.

In charge of implementing and maintaining web analytics tool (Omniture) to measure online success.

Conduct website analysis and make appropriate changes to improve user interface and increase conversions.

Provide in-depth analysis on all marketing campaign performance (Paid Search, e-mail marketing, online banners) and

optimize results based on findings.

Conduct AB testing to determine best practices and increase ROI.

Conduct research to determine latest trends in online marketing and adjust future initiatives accordingly.

Oversee key vendor relationships including site maintenance, search, data feeds, on-line advertising and email

communication.

HILTON HOTELS CORPORATION – Beverly Hills, CA, June 2005 October 2007

Online Marketing Manager- Reporting and Analysis, April 2006 October 2007

Identified Key Performance Indicators (KPI) for Hilton Hotel Corporation Brand Websites and individual promotions.

Suggested marketing strategies to increase performance and online acquisition for all 10 Hilton Hotels Corporate

Websites. Also, provide insights on specific marketing campaigns to executives by directing market and customer-

related analysis.

Conducted comparative analysis of various online channels (SEM, e-mail, 3rd Party Advertising, Onsite Marketing,

Partner Sites etc.) using various online metrics including ROI. Also, provide detailed performance analysis for each

online marketing channel including keyword analysis for SEM/SEO, 3rd party banner performance etc.

Consulted all Hilton Hotels brand marketing teams with execution of online media and search campaigns via ATLAS.

Designed and produce online marketing performance reports and analysis for Hilton Hotels’ senior management by

incorporating relevant metrics extracted from Web Analytics software (WebTrends), 3rd party ad serving tool ATLAS,

Business Objects and provide analysis of brand sites and marketing performance.

Conducted industry and competitive analysis using sources such as ComScore, Media Metrix, eMarketer, Travel Click

– eTrack, iPerceptions, Gomez Hotel Benchmark etc.

Oversaw vendor relationships and assured successful implementation of various web analytics tools.

Acted as liaison between Hilton Family brands, Hilton IT, online marketing agencies and other outside vendors.

Managed a team.

Promoted from Analyst of Online Marketing Report and Analysis to Manager within seven months.

Buyer Strategic Sourcing, June 2005 April 2006

Assisted in the development, negotiations and analysis of bids for purchasing programs within printing module.

Identified new supply sources for Hilton Hotels Corporation Brands

Negotiated with suppliers as necessary on new procurements or changes to existing purchase orders.

Effectively managed supplier contracts, product data and purchase orders, inclusive of catalog content, product

specifications, photographs and descriptions, and pricing.

Collected and managed electronic purchasing data from current distributors nationwide for preparation of analysis

studies and to identify leverage opportunities.

THE WALT DISNEY COMPANY, Undergraduate Associate – Burbank, CA, January 2005 June 2005

Created reports with a detailed analysis of Disney’s retail sales to enable the marketing team make better fact based

decisions.

Managed and streamlined the database of two hundred thousand Disney consumer products sold in the domestic and

international markets.

Researched and evaluated weekly Point of Sales information from various retailers to predict and track retail sales for

any given period.

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