Digital Marketing Manager

ARUN KUMAR

765-***-**** adcjbm@r.postjobfree.com

EDUCATION

Purdue University, Krannert School of Management West Lafayette, IN

MBA for STEM Professionals May 2017

Mumbai University Mumbai, India

B.S Mechanical Engineering May 2008

CERTIFICATIONS

Google Analytics Certification

Agile Methodology: Certified Scrum Master

PROJECTS

Google Analytics: Analyzed Purdue University website to drive conversion, reduce bounce rate and optimize use of paid search using SEO and increased traffic

Adobe Analytics: Created a Web Analytics Dashboard measuring Unique Visits, Total Visits, Bounce rate and Conversion for Purdue University website to drive Digital Marketing strategy and website optimization

Digital Marketing: Conceptualized & successfully launched a Digital marketing campaign at Cartoon Network for 500,000 students across 500 schools nationwide and created Google analytics dashboards to measure a 22% increase in online engagement

SQL: Conceptualized and developed a database schema using the entity relationship model for car rental databases in Indiana

Qualtrics: Undertook a market research project using Qualtrics for in Purdue University to test the commercialization feasibility of a biotechnology device

Strategy Development: Created a pricing strategy and launch strategy for a new biotechnology disease detection device

PROFESSIONAL EXPERIENCE

MGM Resorts International Las Vegas, USA

Senior Manager Mar 2019 till now

Skills: Marketing Analytics Adobe Analytics Google Analytics Consumer Insights Marketing Strategy Product Management

Led the Marketing Analytics team to streamline and integrate Marketing Channels leading to a 10% increase in ROI

Created a Digital Attribution Model to ensure identification of high touch marketing channels leading to a 15% increase in Unique Visits and a 5% increase in Conversion Rate

Implemented the migration of Adobe Analytics data into SQL databases using Azure to set up Executive Power BI dashboards

MGM Resorts International Las Vegas, USA

Manager Digital Marketing Analytics Mar 2018 – Mar 2019

Skills: Digital Marketing Analytics Adobe Analytics Google Analytics Consumer Insights Marketing Strategy Marketing Analytics

Created Adobe, Power BI Dashboards and KPI Score cards to provide weekly/monthly/quarterly reports to C-Suites

Conceptualized Email Marketing Campaigns to increase conversion rate by 6% for seasonal campaigns

Built Adobe Analytics Dashboards to measure performance of Direct Marketing campaigns and Loyalty Programs

Created a Value - Complexity model to identify high value Digital Analytics projects worth $6 million

Scripps Research Institute San Diego, USA Marketing Volunteer July 2017 – Mar 2018

Skills: Marketing Research Digital Marketing Google Analytics Marketing Strategy

Created Online Marketing Strategy to explore new market segments and increased user base of a crowd sourced online medical research platform by 5%

Published a research paper for Digital Gamification of medical research

21st Century Fox-Star Movies Mumbai, India Senior Executive Marketing Oct 2014–Jan 2016

Skills: Brand Management Digital Marketing Google Analytics KPI Dashboards & Score Cards CRM Tableau

Led a cross functional team of Marketing and Analytics to launch a new product; An English Movie Channel for 70 million viewers

Analyzed viewership data using BI tools for 85 million viewers to conceptualize content, scheduling and branding strategies

Presented weekly status reports and strategic inputs to senior management, highlighting market conditions, opportunities & threats

Created an Email Marketing Campaign to invite influencers to an On-Ground event which increased our online engagement by 20%

American Express Mumbai, India

Channel Sales Manager Mar 2014–Aug 2014

Skills: Email Marketing Leadership Direct Marketing Data Analysis Consumer Insights Account Management

Studied credit history & acquisition process of 100,000 customers to create an Email marketing campaign to reduce churn from 30% to 3% for new accounts

Managed a team to create a direct marketing campaign & acquire a record 360 new accounts in the first quarter of the year

Analyzed customer usage data to identify profitable market segments & develop targeted financial products

Microland (Hybrid IT Infrastructure Service Provider) Mumbai, India

Business Management Lead May 2013–Mar 2014

Skills: Project Management IT Consulting Agile Methodology Requirements Gathering & Data Analysis M.S Project @Risk

Led a team of Engineering, Operations & Inside sales to provide customized solutions to clients for optimizing existing IT infrastructure

Ensured Project Management and product deployment worth $700,000 by utilizing project management tools like @Risk & MS Project

Implemented Agile methodology and played the role of Certified Scrum master

American Express Mumbai, India Relationship Manager June 2008–Aug 2010

Skills: Account Management Consultative Sales Data analysis Revenue Generation

Managed 150 High Income group existing customers to foster brand loyalty and increased customer retention by 40%

Provided consultative support to generate 168 new accounts, resulting in a 45% year-on-year revenue growth

Generated an incremental revenue of $100,000 through corporate endorsement activities & partnerships

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