Digital Marketing

Divya Sangwan

C V Raman Nagar, Bangalore, India

Tel: +91-0-966-***-****

E-mail: ************@*****.***

Summary of Experience and Skills

Marketer with over 5 years of experience in Marketing & Branding strategie s and measuring effectiveness with

over 4 years of special focus on online/digital marketing strategies. Proven abilities in strategic conceptualization

as well as tactical execution of digital campaigns. Experienced in various digital marketing practices like SEO,

PPC, Social media marketing & engagement, web/mobile analytics, eCommerce, drip marketing, web/mobile

design, display advertising, User experience management, content management etc. Proven track record of

creating and implementing successful Digital marketing campaigns that drive brand awareness and

engagement by intelligent use of digital technologies on a variety of digital platforms.

Skills and Competencies

Digital Program/Project Management Digital Brand Management & Positioning

Web/Social/Mobile Marketing Strategy Web/Mobile User Experience Management

Digital Customer Acquisition & Retention Search Engine Marketing & Optimization

Web and Social Analytics Online Reputation Management

Digital Content Strategy and Management Campaign Attribution and Measurement

Social Media Engagement Management

Education

Post Graduate Diploma in Management - Marketing

FORE School of Management, New Delhi, India

2009

Bachelors of Science - Chemistry (Honors)

Hansraj College (University of Delhi), India

2006

Certifications

Hubspot Inbound Marketing Certification, 2014

Experience

Role – Digital Marketing-Management Consultant

Designation – Assistant Manager (Apr 14 – present), Consultant (May 13 – Mar 14)

KPMG, Bangalore, India, May 13 – Present

Current role involves working with the management consulting practice at KPMG India, wherein I

advise and assist senior (client) management i n developing and effectively executing customer facing

digital strategies aimed to win over their evolving digi tal customers and optimizing digital leverage

Key Responsibilities

Handle engagements in the areas of digital marketing strategy, web/social/mobile marketing

analytics, digital operating model, SEO, PPC, digital advertising, digital User experience, content

marketing, online reputation management etc.

Managing and advising clients on digital marketing strategies to reach the target markets, to

increase customer awareness and for promotion or sales of clients’ products and services

constructed on the understanding of overall sales and marketing objectives.

Tracking regular marketing campaigns success by way of data collection, aggregation and

segregation using web/social media marketing analytics tools combined with rich manual

analysis as part of clients’ engagements.

Optimizing Digital marketing & advertising campaigns for various clients to deliver maximum

return on investment within the time and budget restrictions.

Conduction regular market research to identify new marketing avenues that ensure increa sed

acquisition, conversion and retention of customers.

Advising client’s on all elements of the marketing mix including advertising and sales promotion,

distribution channels, promotion plans, media budgets etc.

Liaising with customers, supplier vendors and internal teams efficiently for effective execution of

client’s marketing initiatives.

Creating methodologies and frameworks that define details of market approach, industry

specific digital solutions and go to market tool kit (Designing GTM tools such as digital marketing survey

mobile apps, digital marketing maturity frameworks, digital media marketing diagnostic kits, Web/social

marketing analytics POC, Social media marketing effectiveness index).

Engagements involve definition, roll-out and management of Digital Media initiatives and related

change/ adoption management.

Role – Digital Marketing Manager

Designation – Asst. Business Manager

Regalix Inc., Bangalore, India, Oct 10 – Apr 13

Managed strategic as well as tactical marketing efforts for various clients’ digital campaigns at Regalix

which is a leading digital marketing agency in India. Responsibilities encompassed conceptualization

and creation of the right marketing strategies based on understanding of overall business goals and

ensuring efficient implementation of marketing plans. Managed over 500,000 USD annual media spend

across various clients.

Key Responsibilities

Strategizing, developing, managing and optimizing digital marketing campaigns to

increase the value of investment for the client.

Identifying suitable marketing opportunities and advising clients on development and

implementation of campaigns and plans for promotion and sales of clients’ products and

services.

Managing engagements across digital marketing strategy, SEM, SEO, PPC, email, social

media marketing, content marketing, blog marketing, online reputation management,

digital advertising, mobile & web development and web/social analytics.

Owning and managing the P&L for online projects and optimizing digital marketing

campaigns against ROI.

Identifying and keeping abreast with the latest online marketing trends, consumer patterns

and preferences to interpret and predict future trends .

Liaising with customers, supplier vendors and internal teams efficiently for effective

execution of client’s marketing initiatives.

Overseeing channel development strategies, architecture and infrastructure requirements

to ultimately fulfill digital business strategy.

Conducting webinars on various topics in digital domain.

Role - Key Account Manager (Corporate)

IDEA Cellular Ltd, New Delhi, India, May 09 - Dec 09

Key Responsibilities

Ensuring brand awareness, generating leads and enhancing brand visibility in the area

Coordinating with the marketing team and helping in building management schemes/

promotions/ and holding contests to promote the brand.

Role - Summer Intern (Account Planning)

James Walter Thompson (JWT), Gurgaon, India, Apr 08 - Jun 08

Key Responsibilities

Assisting the Account planning team on live projects for various clients

Working actively as a team member on three projects for leading brands like Hero Honda

and Sony.

Role - Sales Executive

Reliance Communications Ltd, India, July 06 - May 07

Few Key Projects

Client – Leading FMCG company operating in the beauty and wellness space

Project Title / Name Social Media performance evaluation, benchmarking and

recommendations road map

Duration Apr’14 – May’14

Project Details

Defining the key study metrics that are in line with the objective of the study

Data collection, aggregation and segregation using social media analytics tools

combined with rich manual analysis

Analyze data to draw key trends and insights followed by an overall brand Performance

evaluation and benchmarking against key competitors

Identifying strategic performance dampeners concerning people, process, technology

and governance.

Designing a recommendations plan and an execution road map that is built in line with

the overall business goals of the organization

Client – Leading Multi Brand Fashion Apparel Retailer

Project Title / Name Online marketing strategy assessment and recommendations

Duration Mar’14 – July’14

Project Details

Performing as-is web/social/mobile channels presence and performance diagnostic study

using digital/social analytics tools

Conducting competition benchmarking to identify gaps

Defining the key building elements of digital marketing strategy across all channels

Offline-online process integration for more robust multi -channel operations

KPI’s definition, measurement and performance reporting framework

Client – Silicon Valley eCommerce Startup

Project Title / Name User Experience assessment and recommendations

Duration Oct’13 – Jan’14

Project Details

Defining the key building elements of user experience (UX) for an ecommer ce portal.

Assessing the portal’s usability features against industry best practices .

Selection of the right UX measurement tool/method most suitable for the portal.

Analyzing and measuring overall user experience across various pragmatic and hedonic

user experience factors.

Client – KPMG, India

Project Title / Name Launching and promoting the Digital Transformation Consulting

practice at KPMG

Duration May’13 – Present

Project Details

Founding team member of the digital media consulting practice at KPMG.

Identifying key service areas in the digital media space and creating methodologies and

service kits that fall under the umbrella of consulting services.

Identifying key partners/vendors to help carry out end to end digital media engagements.

Conducting preliminary research and creating business proposals to win new consulting

engagements as well as to increase the breadth of business with existing customers.

Multi-task delivery of projects and proposals/ capability notes at the same time .

Designing GTM tools such as survey mobile apps, digital marketing maturity frameworks,

digital media diagnostic kits, Web/social analytics POC and Industry Point of Views etc that

help in establishing KPMG as a digital media frontrunner.

Client – KPMG, India

Project Title / Name Establishing KPMG as a Though Leader in the Digital Media Industry

Duration May’13 – Present

Project Details

Ideating generic as well as industry specific subjects in the digital media space for writing

thought leadership papers and point of views.

Identifying key industry trends, pain points, opportunities etc with primary and secondary

research.

Developing and presenting industry solutions and service kits that address challenges in the

industry.

Key publications –

o Business in the hyper-connected world – Putting digital into practice

o The Digital Passenger – Digital metamorphosis in the Indian automotive

industry

o New Media Chapter - KPMG-FICCI Media & Entertainment Industry Report

2014– The stage is set

o KPMG-IAMAI India Mobile Internet Report 2014 (WIP)

o Digital Media and the Hospitality Customer (WIP)

Client – Silicon Valley startup providing online technical education services

Project Title / Name Digital Marketing Strategy to enhance website user base and onsite

engagement

Duration July’12 – May’13

Project Details

Designing, developing and managing a digital marketing strategy in line with the launch

plan to increase visibility and reach of the website worldwide.

Developing and managing both paid and organic campaigns across channels like social

media, SEO, PPC, email, media buy etc to drive target audience to the website.

Ideating design and functional UI wireframes building various campaign elements.

Strategizing and overseeing messaging strategy for all marketing initiatives.

Using web analytics to drive strategy across new and existing channels.

20x increase in website traffic, enhanced time on site and positive reviews in digital media.

Client – Global organization with products and services that enhance office productivity and

workflows

Project Title / Name Launch campaign and Digital Marketing Strategy for their new business

automation and workflow enhancing solution

Duration Nov’12 – Apr’13

Project Details

Ideating and developing a comprehensive digital marketing framework that focuses on

marketing outcomes such as creating awareness, interest and engagement for the new

solution in the target market.

Developing a messaging strategy that builds around the needs of the target audience

and benefits of the solution.

Choosing specific digital marketing channels (email, social media, videos, webinars, PPC,

Inside Sales etc) and vehicles based on research and insights that are best suited to deliver

the marketing outcomes defined.

Client – Global leader in virtualization and cloud infrastructure solutions.

Project Title / Name Design and develop a native mobile application

Duration June’12 – Nov’12

Project Details

Developing an Interactive application compatible with iPad and Android tablets.

Ideating and overseeing core application UI design.

Designing interactive, engaging and functional elements on the application.

Testing the application against all possible use cases to ensure smooth user acceptance.

Client Name - Leading Global IT Services Company

Project Title / Name Website Concept, Design and Development

Duration June’11 – Aug’11

Project Details

Indirectly managing a 25+ people team in conceptualizing, wire-framing, designing and

developing a 900+ page website for a leading global IT services company.

Within a stringent timeline delivering a 900+ page website that offers the very best in terms

of technical platform, contemporary design and navigation, usability, device compatibility

and customer focused content & messaging for an enriched user experience .

The new website observed higher user engagement and increase in visits by 25%, a 2 fold

increase in the avg. time on site and a drop in bounce rate by 12%.

Client Name - HERO HONDA INDIA

Project Title / Name Tagline Perception and Acceptance Research

Duration April’08 –June’08

Project Details

Team member of an Advertising campaign for Hero Honda Splendor NXG, the results of

the project were implemented in the final Advertisement.

Estimated the difference in the perception and the acceptance level of two different but

similar sounding taglines and using the one more viable in the Advertisement.

Client Name - SONY VAIO

Project Title / Name Brand User Personality and Profile Mapping

Duration April’08 – sJune’08

Project Details

Researched and analyzed the difference in personalities and in general the outlook

towards life of people using Sony Vaio laptops to people using any other brand’s laptops .

The outcome was used to conceptualize the messaging for the customer

References – LinkedIn Profile, more available on request.

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