An experienced, proactive digital marketing professional with proven expertise in launching successful online marketing strategies and driving performance. 10+ years of experience working in APAC and Middle East covering stakeholder management, client servicing, media buying, digital campaign planning, paid search and performance marketing. Hands on experience using data to partner with cross functional teams to drive and achieve measurable business results. Prior industry experiences include hospitality, BFSI, auto, B2B and retail. Experience in the following:
o Annual marketing plans
o Paid Search (PPC, CPA and CPM)
o Lead Generation (CPL)
o Search engine optimization (SEO)
o Landing page optimization
o Web analytics (Omniture, Google analytics, comScore) o Third party partnerships
EXPERIENCE December 2017 – Until Date
HILTON WORLDWIDE, Dubai
Digital Marketing Manager – Middle East Africa
Leverage commercial and marketing knowledge to plan channel agnostic market campaigns that resonate with customers and drive competitive advantage for the hotels and the region.
Develop and manage strategic yearlong risk-mitigating plan by collaborating with the commercial leadership team.
Proactive marketing revenue plans using data and booking trends within key source markets by overlaying with existing business on books.
Planned, owned and setup a first off successful campaign through OTA to drive incremental revenue that mitigated 10% commercial risks across the region.
Optimized web direct conversion by 1 % points YoY and improving traffic quality with time spent on site seeing a 25% increase YoY through landing page and audience optimization.
Setup a cross regional EMEA wide attribution modelling on Adobe to help measure revenue beyond last click
Planned and signed up a regional level partnership activation with MasterCard driving incremental revenue opportunities
Landing page optimizations through content test
Manage vendor relationship and day to day work flow with external agencies
Recruit, guide and support on property marketing team with lateral career succession plans. December 2014 – November 2017
PERFORMICS (PART OF THE PUBLICIS GROUPE), Dubai
Digital Performance & Media Manager
The role required for client servicing, annual business plans, digital campaign planning, strategy and execution of both the annual business plans set for the year and the quarterly KPIs.
Performance optimization, return on investment, setting up key business performance indicators by aligning with the client objectives.
Lead, plan and execute day-to-day digital activities including time management of team and resources.
Advising new opportunities to upsell current business. Guide and improve digital capabilities of the digital support team and juniors.
Key achievement include increase in social ad spends by 200% for Hyatt hotels in 2016. Identified, evaluated and collaborated with a global advertising travel data partner for display campaigns (first off from the Dubai regional office for Hyatt hotels).
Complete restructure of paid search campaigns for Hyatt hotels and a retail client, which resulted in 15% increase in conversions and a 50% increase in impression share on brand and generic search terms.
Ownership on launching DoubleClick campaigns for Singapore Airlines in the UAE region.
Key clients include Abu Dhabi Commercial Bank, Hyatt Hotels, Rolex and Singapore Airlines January 2014 – December 2014
MEC (PART OF THE WPP GROUP), Singapore
Digital Marketing Manager
The role requires for digital planning and executions for some of the key clients. Accountable for digital strategy, media planning, buying with a clear objective of meeting the business objectives of the client.
Working within an 8-member team, oversee day-to-day digital activities, educating the clients of the various digital opportunities. Improving digital capabilities within the team, through education, cases studies and hands on approach.
Single point contact for all digital media plans, implementation, developing Facebook applications during special promotions.
Digital planning basis analytic mapping through ComScore, Nielsen Ad relevance and past campaign data.
Clients handled include Citibank, Dairy Farm Group, Chevron and Sony Singapore. July 2011 – September 2013
NEO@OGILVY (PART OF THE WPP GROUP), Bangalore, India Digital Media Planning Supervisor
Accountable for media planning & buying and key media strategy development for digital clients, with a revenue responsibility of INR 1 Cr. Heading a team of 4 direct reports.
Manage SEM campaigns, SEO consultation, and handling mobile campaigns and create go to market strategies, ensuring company’s objectives are met.
Optimized campaign performance by 20% by providing strategic inputs in media planning and improved web traffic by 30% through Comscore, TGI and UNICA report analysis for key client-IBM
Analyzed and presented critical reviews of digital creative campaigns, which helped in improving, overall results i.e. click-through, visits and time spent
Clients handled include IBM, ING Insurance and KSRTC (Government client)
Key project implementation involved setting up a social media interface (LinkedIn) for engagement with B2B audiences, a two way conversational owned platform
Drove various mobile campaigns by analyzing market trend and during key events, which enhanced revenue by 2%.
Consultancy work for implementing the SEO project for KSRTC client. October 2010 – July 2011
MINDSHARE (PART OF THE WPP GROUP), Chennai, India
Handled media planning, buying and digital media advice for 5 key clients that contributed revenue of INR 1 Cr.
Project manager for creating an integrated marketing plan, with offline team with clear ROA setup for B2B clients.
Clients handled include Ford, Radisson Hotels, Lavazza coffee machines.
Achieved 15% growth in performance and visibility of SEM campaigns by optimizing campaign through keywords on weekly basis
Delivered savings of up to 15% through negotiations and developing effective contracts with publishers.
March 2008 - September 2010
TIMES INTERNET LIMITED (PART OF THE TIMES GROUP), Chennai, India Key Account Manager-Digital Sales
It is the largest Indian Internet Network, the digital venture of Times of India Group, India's largest media and entertainment group
Handled business development activities by exploring opportunities with existing brands and advertising agencies, contributing to 13% Y-o-Y growth.
Identified innovative source of business through ad agencies, newspapers, magazines and market study of competition to ensure maximum leads.
Initiated and tied up a yearly contract with 2 key clients, contributing to 40% of annual target.
Followed up and tied up clients into long-term contracts, achieving 25% conversions. December 2006 - February 2008
TRIBAL DDB (PART OF OMNICOM GROUP'S DDB WORLDWIDE), Chennai, India Online Media Planner
The company specializes in interactive marketing including websites, digital campaigns, digital communication and more. Handled online campaigns of Citibank, involving media planning, daily trackers & overall supervision, for products viz. Rupee Checking Account/Personal loans/Cards.
Worked with key client Citibank.
2006 CARDIFF BUSINESS SCHOOL, UK
Master of Business Administration
2003 D.G.VAISHNAV COLLEGE, Chennai (India)
Bachelor of Commerce
Certification and skills
Google Ads Fundamentals
Display & video 360 certification (DV360)
Fundamentals of Visualisation with Tableau (Coursera) Microsoft excel and power point