ADIBA KHAN

*** ******* ****** ***** **** Lee, NJ 07024 201-***-**** adtpoe@r.postjobfree.com

SUMMARY AND SKILLS

Sr. Management Profile

Entrepreneurial, growth-minded digital marketing executive with a proven record of spearheading enterprise-wide digital marketing strategies aimed at capturing revenue and expanding reach. Transformational leader, skilled in identifying and capitalizing on business opportunities by leveraging data, integration of digital solutions, solving for barriers, and optimized processes. Engaging communicator with global business acumen and a proven record of gaining trust and facilitating consensus across the organization, enabling effective adoption and ROI.

Areas Of Expertiseh

Digital Transformation

New Business Development

Program Management

Digital Advertising

Communications

Digital Strategy & Marketing

Brand Building & Positioning

Platform/Vendor Assessment

Omni Channel Content Strategy

Social Media Strategy

Stakeholder Management

Segmentation/Targeting

Analytics

SEO / SEM Optimization

CX Design

PROFESSIONAL EXPERIENCE

Sullivan & Cromwell, LLP, New York, NY

Digital Marketing Lead

June 2018 – August 2022

Built a Digital Marketing function and spearhead the implementation of targeting strategies, technology platforms and the accompanying processes across the Firm to enable transformation globally.

Key Achievements & Engagements:

Crafted business case and gained leadership approval for CMS platform. This includes gaining consensus for the project scope, platform and vendor selection and facilitating changes across multiple teams.

Working across multiple departments, transformed the Firm website into a business development channel, driving traffic up over 600% and subscriptions over 132%. Analyzed CRM, email engagement and channels data to introduce enhanced content strategy and supporting templates. Created and implemented new personas supporting buyer journeys across channels. Report results monthly to gain leadership buy-in and organizational support.

Built and launched a targeted client portal for the Firm’s premium clients. Developed engagement reports for partners and business development teams to respond efficiently.

Collaborated with Business Development Director and built a COVID-19 thought leadership microsite in April 2020 to be first to market. The microsite received over 1.5M visits within the first 90 days.

Conceived and created five applicant-specific microsites to support Associate recruiting for 2021.

Partnered with Executive Director, Media, and IT department to develop a webinar hosting solution in wake of the pandemic. Created the email marketing strategy for the first webinar series in 2020.

Initiated pilot program to leverage LinkedIn for partners use. Over the past four years, lawyer activity for practice development within LinkedIn has increased over 620%.

Initiated collaboration across multiple internal departments including Communications, Business Development, Legal Talent Recruiting, Alumni, Diversity and Learning and Development to enhance Firm and partner profiles within Digital channels.

Successfully launched and operationalized a podcast program which has directly resulted in new business, including developing content strategy, partner adoption and technology solutions. To date, we have had over 56,000 podcast downloads across 14 podcast channels and over 300 podcasts recorded directly resulting in new business.

Introduced and implemented solution to extend content mix and reach by converting audio content into videos, extending partner footprint on social channels as well as enabling voice search by syndicating content.

Partnering with CTO, KM leadership and Media on improving intranet, selecting video broadcasting platform and automating deal alert notification solution.

Citi, Long Island City, NY

Digital Consultant

May 2017 – June 2018

Drove the Rewards digital agenda by effectively influencing cross-functional senior leaders in credit cards, technology, regional and country heads, as well as external partners Publicis (digital, creative) and Epsilon (platform host).

Key Achievements & Engagements:

Analyzed call center data from Latin America and Asia Pacific locations and recommended necessary design changes to reduce call volume

Drove project teams across US, Asia Pacific, Latin America and EMEA, with 13 focus countries, seven language variations, plus 4 co-brand partnerships

Contributed to Net Promoter Score (NPS) increase by creating frictionless experiences via end-to-end journey redesign

Launched Amazon, Apple Store and Diners Club (redesign) experiences for points ubiquity global integration, enabling customers to seamlessly pay with points on brand partner websites

PwC LLP, New York, NY

Digital Strategy Leader – Risk Assurance

March 2014 – May 2017

Directly contributed to meeting revenue targets for one of the fastest growing Practices in PwC using digital solutions to grow the sales pipeline. Developed and implemented multi-channel Digital marketing strategy, delivering a mobile-friendly user experience on the corporate website. Designed and executed a digital content strategy with a cross-channel paid digital marketing plan to increase ROI, and effectively syndicate digital content. Launched internal marketing dashboards to enable informed client conversations, as well as a unified analytics dashboard for leadership across business units to deliver real-time KPI metrics.

Key Achievements & Engagements:

Re-assessed paid advertising strategy and moved it from conventional print buys to targeted and personalized SM Channels, increasing engagement by over 35% within the first two campaigns

Designed and lead the build of the new website resulting in 438% increase in engagement. Developed all digital content (copy, infographics, interactive data tools, videos, multi-media) working with agency

Developed mobile-optimized benchmarking tool which contributed upward of $7M for sales pipeline

Executed an integrated Marketing strategy for launching a new Analytics Practice

PwC LLP, New York, NY

Global Digital Change Management Director

January 2014 – March 2015

Lead the global Change management effort in support of Global Digital strategy, deploying AEM 6 Content Management System (CMS) with attending digital content and legacy system integration. Executed impact assessment and deployment plan for primary channels including digital maturity assessment, CMS requirements, email subscription solution, system integration and improved business processes.

Key Achievements & Engagements

Conceptualizing and creating impactful communications/migration plans and recommendations for business process improvement, talent / skill sourcing, global governance model, and mobilization plans.

Developed virtual training modules for use across 143 territories

PwC LLP, New York, NY

U.S. Digital Channels Leader

2008 – 2014

Trusted partner to senior firm leadership in directing U.S. digital operations and high-performance unit. Consulted on multiple change initiatives, including digital transformation for business development. Diligently evaluated competitor activities to develop innovative, market-dominating digital strategies that captured new business. Negotiated vendor contracts to ensure competitive pricing and optimal savings. Mentored, coached, and directed 17 digital team members while managing multimillion-dollar projects and campaign budgets. Executed re-branding, process changes, language/registration requirements, legal compliance, and digital content alignment for multiple firm acquisitions.

Key Achievements & Engagements

Drove 60% boost in US site visibility and engagement by leveraging SM Channels, SEO, and Mobile.

Uncovered $2M in savings via strategic vendor negotiations

Generated $26M in recurring fees through design of digital proposal for Fortune 100 company

Guided launch of new brand on digital channels across 148 territories in less than 8 weeks

Designed strategy, architecture, and marketing requirements for firm-wide blog platform (WordPress), supporting 27+ industry-specific blogs

Successfully redesigned and led rebuild of firm’s largest audit channel, with upwards of 80K subscriptions increasing subscriptions by over 25% within first 3 months

Led seamless launch of first mobile site, taking lead in 145-member territory network.

Designed and executed global and national campaigns targeting C-suite executives for World Economic Forum, APEC, Players Cup, SXSW, and the Wall Street Journal CEO Council

Led channel digital integration strategy for five strategic acquisitions

KPMG LLP, Montvale, NJ

U.S. Digital Leader, Channels Director

2004 – 2007

Executed ground-up development of steering committee that drove creation and execution of company-wide, global knowledge management strategy across 148 countries. Developed business requirements for portal through focus groups, user interviews and surveys to collect and align content needs with firm strategy.

Key Achievements & Engagements

Partnered with Global Vice Chair of Marketing and Communications Director to devise online communication audit and strategy in compliance with Department of Justice requirements during Enron / Arthur Andersen legal case

Conceptualized and developed enterprise-wide site design, taxonomy, and platform requirements for internal / external knowledge management system integration

Worked closely with Global IT to develop user interface, business requirements and processes for the implementation of CRM system across the enterprise

KPMG LLP, Montvale, NJ

Senior Director, Business Development / Proposal Strategy

2000 – 2004

Developed a proprietary web-enabled tool universally accessible to U.S. firm in support of sales and marketing activities. Directed IT Consultants along with 15 Senior Writers in the development of system content. Oversaw and allocated $1.2M project budget.

Key Achievements & Engagements

Saved organization $10M by composing initial proposal, securing funding, and building specialized tool

Influenced 80% accuracy improvement in proposal content

Slashed 60% of RFP response costs within first 3 years

KPMG LLP, Montvale, NJ

Assistant Manager, National Proposal Group

1996 – 1998

Collaborated with Senior Partners on large audit and tax proposals for clients such as General Electric, Bankers Trust, World Bank, and IBM. Delivered counsel to Senior Partners working on $1M+ revenue opportunities. Developed first Global proposal development guide used across 148 territories, streamlining brand-defining messages for use in RFP responses.

THE NEWS INTERNATIONAL, Karachi, Pakistan

Associate Editor

1998

Wrote compelling proposals and supported production of content for weekly magazine focused on women’s issues. Organized seminars on social issues for the International Communications Network (ICN).

EDUCATION AND OTHER

Masters in Communications and Information Studies, Rutgers University, Newark, NJ

Masters in English Literature, Karachi University, Pakistan

Technical Expertise

Adobe AEM, Adobe Marketing Cloud, InterAction, Microsoft Dynamics, Salesforce, LinkedIn Sales Navigator, Google Analytics, SiteImprove, Tableau, WordPress, Work Day, Vuture, Eloqua, Acquia, WordPress, Jive, SharePoint, Documentum, Google Analytics, Site Catalyst, Searchlight.

Languages: HTML, CSS, jQuery

Credentials

Certified Usability Analyst Eloqua Conductor (Search tool certified)

Certified Adobe Content Author Recognized by Women’s Professional Network

Member, ITMSA

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