Nupur Thareja +91-783*******

adkdsa@r.postjobfree.com

PROFESSIONAL EXPERIENCE:

OYO Homes & Hotels,Gurgaon (India) Apr’19–Aug’20

Sr Content Associate- Conversions & Growth

Summary: Planned, set up and managed campaigns across different channels. Collaborated with category, revenue, supply and product teams to drive traffic, repeat purchase & cross-sell. Enhances the content shown on OYO app and web by executing various projects. Responsible for the end to end execution of various Projects based on Consumer behaviour which improves the overall Conversion on OYO app and web. Worked as a Senior Conversion Associate and managed 21 geographies.

Responsibilities:

● Increased conversion for UK, Latin America, US region to 2x times than it was before.

● Successfully launched Bing, Yelp and UberAll channels from scratch and managed it with all accuracy through which we got the 4X increase in revenue which is 300% growth in 1 month.

● Managed the overall content of OYO on Web, App and various digital channels e.g. Google Maps, Trivago, Tripadvisor, Yelp, Uberall, Facebook, Bing, Hotel Ads,etc.

● Owned the listing life-cycle through frameworks for property listing create v/s claim decision, automated listing quality checks, meta-search platform complexity & competitiveness evaluation to ensure efficiencies.

● Ensured consistent flow of high converting organic traffic to the company's website or app.

● Collaborated with Google and third-party digital marketing companies for product changes to drive efficiency for the team.

● Formulated content score method that led to an increase in content quality and coverage across all digital platforms.

● Created multiple tracker dashboards for streamlining properties coverage.

● Trained and supervised team members for ongoing content projects. CRM

● Conceptualized campaigns, crafted messaging and built workflows by segmenting users to identify opportunity areas in the user life-cycle and by leveraging data to understand search/transaction behavior.

● Implemented product level interventions to increase overall quality of online traffic, suggested landing page improvements /optimization and improved conversions by overall funnel management.

● Launched many trigger campaigns which increased 69% user engagement. Projects Undertaken for Process Excellence:

● Project: GMB Automation

● Worked with the Data Science team to formulate R code for the project.

● Strategized the whole project from end to end.

● This project synced Google My Business (GMB) page attributes to that of the OYO’s Central Reserve System (CRS) without human intervention.

● Saved up to 40 minutes per resource which was earlier consumed when the task was not automated.

● Project: Mercury

● Improved the content score by QC-ing the properties and filter out the cases where the content needs to be improved in terms of descriptive and visual content.

● Pre and Post analysis were done and score was calculated which led to an 0.95% absolute conversion lift.

● Project: Image Score Model

● Built an automated image scoring model to improve booking conversion.

● Worked with the Data Science team to formulate the initial strategy to generate property level scores considering the quality and quantity of images.

● Co-ordinated with multiple stakeholders through the entire process of development.

● Worked on A/B experiments, which resulted in an incremental lift of 4.6% in bookings with a 95% confidence level.

● Project: Ratings & Reviews

● Performed competitor analysis for ratings & reviews & its use cases.

● Led to an 0.88% absolute conversion lift, determined through A/B testing experiments.

● Project: SEO (User Search based Q n A implementation)

● Lastly was working on the implementation of an automated question and answer portal on the booking page for both app and web.

● If any user searches for a particular hotel on Google then his/her questions will be answered there only and users will be redirected to the booking page where he can make the booking for the desired hotel.

● Estimated to Increase Customer Engagement and Boost site traffic therefore resulting in higher CTR and Conversion.

Cognizant Technology Solutions,Gurgaon (India) Nov’17–Apr’19 Senior Data Processing Executive (On-site Google)

Responsibilities:

● Planning and assisting clients in executing their digital marketing campaigns, including SEO/SEM, social media and display advertising campaigns.

● Conducted searches such as evaluating competitor websites to incorporate best practices and create marketing strategy to ensure optimal results.

● Worked on improving organic search results.

● Managed on-site SEO for clients thus advancing front page organic and Google maps ranking.

● Handled client relations with assigned clients providing feedback, reports and updates weekly.

● Managed email marketing with constant contact providing results above industry average.

● Implemented company’s social media campaigns and developed an-on-going strategy for outreach.

● Identifying trends and insights, and optimizing spend and performance based on the insights.

● Conducting weekly basis review (WBR) with clients & analyzing data for ongoing projects with clients and providing inputs for better outcomes.

● Assisting clients in managing their Ad and Lead Generation Campaigns.

● Conducting new hire orientation sessions and providing on-the-job training for new hires. Propstory, Gurgaon (India) Aug’15 – Feb’16

Freelance Content Writer

● Worked as a content writer for a real estate website. ACADEMICS:

SKILLS: Content Marketing, MoEngage, Effective Communication, Project Management, SEO, Google Analytics (Beginners), International Marketing, Inventory Management, MS Office, Google Sheets. PERSONAL DETAILS:

● Date of Birth: 17th October 1996.

● Languages Known: English, Hindi, and Punjabi

Institution Program Passing year

Maitreyi College, Delhi

University

Bachelor’s in Arts 2017

Lord Jesus Public School (ISC) Secondary High school 2014

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