Digital Marketing Paid Media

TANVI SHAH *********.****@*****.*** 551-***-**** LinkedIn

SUMMARY

Proven track record of leadership, interpersonal and communication skills that aid in the business strategy.

Experienced in large-scale paid media campaign execution, ad optimization, analysis and reporting.

Masters in Digital Marketing, coupled with 6 years hands-on fast-paced agency experience across industries.

WORK EXPERIENCE

Trove Tourism Development Advisors, Digital Marketer, New York City Jan – May 2024 (part-time CPT)

Conducting thorough market research and audience analysis to inform media strategy and identify the most effective channels and platforms for reaching target demographics.

Creating monthly reports based on campaign performance using tools like Sprout Social and Looker Studio.

Increased lead rate by 26% by optimizing paid social and paid search campaigns on LinkedIn, Google, Meta for tourism boards of Latin America and Caribbean islands.

Designed UX friendly websites for tour guides and operators, resulting in 30% increase in lead rates.

LS Digital Private Limited, Senior Performance Marketing Specialist, Mumbai Sep 2021 – Jan 2023

Developed and executed comprehensive digital marketing roadmap and strategies, using customer relationship management (CRM) and analytics tools that streamlined the process and enhanced customer interactions

Ran mobile app campaigns on Android and iOS and tracked on Appsflyer and Kochava for an insurance app.

Successfully managed paid search campaigns across Google Ads, Bing, SA360 and Apple Search Ads as well as Display and performance marketing across Google Display, DV360 and Yahoo DSP.

Managed paid media campaigns of budgets up to $20M. Increased click-through rates by 10% and reduced cost per conversion by 12% by A/B testing campaigns.

Interpreted data analytics using pivot tables on Excel, Google Analytics and data visualization tools like Tableau to track performance and key metrics such as CPA, CPC, CTR, CPM

Runtime Solutions Private Limited, Performance/Digital Marketing Manager, Mumbai Jul 2017 – Sep 2021

Worked with cross functional teams such as Design team, SEO team, Google Tag Manager and Data Analytics team to collaborate and form informed decisions.

Created and optimised paid media campaigns including traffic ads, post engagement, retargeting and lead generation ads on Google and Meta.

Managed brand communications for clients in retail, automotive, entertainment and insurance sectors

Experienced in on-page and off-page SEO, identifying relevant keywords and creating content for websites.

Managed social media profiles of Indian celebrities and covered Instagram/Twitter Live at product launch events

Took necessary tuning steps and analytical skills for troubleshooting and enhancing campaign efficiency. Addressed potential performance bottlenecks, QA and provided recommendations.

Capgemini, Associate Manager, Bengaluru Jun 2015 – Jun 2017

Provided support by resolving technical use cases on SAP basis for the client Schneider Electric – Spain region

Performed HTML5, CSS programming using SQL database, resolved tickets, implemented and maintained user access management and authorization controls to ensure data integrity

EDUCATION

Yeshiva University, Master of Science in Digital Marketing & Media, New York City, GPA: 4.0 May 2024

SRM University, Bachelor of Technology, Telecommunications, Chennai, GPA 3.58 May 2015

SKILLS

Skillset: Project Management, Search Engine Marketing, Social Media Management, Social Media Marketing

Tools: Meta Business Suite, Google Ads, Google Analytics, Sprout Social, Hootsuite, DV360, HubSpot, Tableau, Canva

Analytical techniques: Pivot tables, VLookups, Correlation, CHAID, RFM, Logistic and Liner Regression

EXTRACURRICULARS

Published Marketing Research paper for a yoga studio at the Yeshiva University Katz School Symposium 2024.

Volunteering at City Relief - a New York City based outreach for the homeless.

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