Ms. Soumya Ravi

Contact Information:

Cell: 408-***-**** Email: adwho7@r.postjobfree.com

Summary:

Digital Marketing Leader, Demand generation expertise. Web marketing strategies, managing marketing operations

(hands on SEM, SEO, social media, content editor and analytics) and advanced Reporting & Analytics, SDR management and Operations

Advisory Roles

• Member of Google AdWords Advisory council, Yahoo Digital Advisory Council

• Marketing Advisor to Acalvio Technologies, Santa Clara CA

• NEU (North Eastern University) Guest Lecturer on Digital Marketing Strategies for Entrepreneurs Education: M.B.A from Santa Clara University, B.Sc. Physics from University of Bombay Tech Stack:

Marketing Automation and CRM (includes reporting/Dashboards): Pardot, HubSpot, Acton, Marketo, Salesforce.

Analytics and Dashboards: Google Analytics, Omniture, Data Studio (Looker), Tableau, Mixed Panel, ETL tools

Intent tools and ABM: ZoomInfo, TechTarget and many industry specific tools, 6Sense, DemandBase, custom ABM

Experience:

Co-founder and President – Seven Hills Strategies, LLC Cupertino CA, Oct 2016 to current

Companies I have worked with – Tada Cognitive Solutions, RiseSmart, Acalvio technologies, Okera Inc, Talari Networks, Xangati and many more

My Portfolio includes:

Digital Marketing and SDR Management:

o End to end digital programs – from website to every promotional channel, including SEO, SEM, CPL programs, Email, ABM, Display, and others

o Manage vendors and employees to orchestrate and streamline channel and content performance

o Manage SDR teams to deliver high performance yield on MQL’s and Sales generated leads

Lead generation:

o Consistently achieved 12% to 15% conversion rates across channels after optimization

o 9:1 MQL:SAL ratio on average for B2B companies

Marketing and sales ops:

o Implemented lead scoring, lead routing, MQL to SQL acceleration programs, and licensed programs

o Work directly with Sales ops and SDR’s to optimize performance of MQL’s through the funnel

Reporting and Analytics:

o Responsible for end-to-end reporting on all marketing related activities

o Lead performance report from new leads to SQO. Work with Marketing automation (HubSpot, Pardot) and Salesforce reporting to provide complete visibility to senior management and Board members

Head of Digital Marketing, TadaNow (www.tadanow.com), IL (Consulting) – 2020 to 2022 Achievements and Responsibilities:

Lead generation: Increased Qualified MQL’s by 3x in year 1. Identified scalable channels for qualified leads at optimal CPL

Marketing Ops: Implemented scoring, managed MQL to SQL acceleration programs (SDR programs), managed Marketing automation and CRM

SDR and Sales Management: End to end implementation for sales, from Prospect to close on

Head of Digital Marketing, Okera Inc. (www.okera.com), SFO, CA (consulting) – 2019 to 2021 Achievements and Responsibilities:

Lead generation: Increased Highly qualified MQL’s by 2x in first 6 months

MQL: SQL = 7:1.

70% of all SQL’s came from Marketing

50% of Paid search MQL’s became same quarter SQL’s

Marketing Ops: Implemented scoring, managed MQL to SQL acceleration programs (SDR programs), managed Marketing automation and CRM

Head of Digital Marketing, Talari Networks (Now part of Oracle), & Versa Networks, CA

(Consulting) – 2016 to 2019

Achievements and Responsibilities:

Lead generation: 22.5% lead conversion on Paid search programs through continuous A/B testing and optimization. Manage all the online lead generation programs. Responsible and point person for Website, SEO, SEM, email marketing, social media, Referral, ABM & Display performance.

MQL: SAL of 9:1

BI dashboard and Reporting for CEO

Tools /Channels Used: Marketo, Salesforce, Google analytics, Google AdWords, LinkedIn advertising and Sales Navigator, Bing, Adroll, and others

Director of Digital Marketing (Reporting to CMO), Xangati (now Virtual Instruments) (FTE) – 2015 to 2016

Achievements and Responsibilities:

Lead Gen: Built and executed vertical focused campaigns. These campaigns generated 12.5% lead conversion rate – a 3X increase previous conversion rate

Lead generation, Innovation: For organic search campaigns – created 200+ focused keywords-based content pages, targeting Google first page ranking, without added budget or resources.

MQL:SQL of 8:1

Sales Management: Implemented programs to move leads from MQL’s to SQL’s, Reduce SQL to sales close time by 33%, provide regular reporting on leads and visitors

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Director of Customer Results, Captora, Mountain View, CA (FTE) – 2014 to 2015 Achievements and Responsibilities:

50% to 200% increase in organic traffic for different clients and 80% of leads from organic were ‘net new leads’

SME for Products: Incorporate new features into the search product. Successfully transformed the Paid search product to offer an innovative much sought-after feature in LP variations.

Strategic services: Search and social media marketing for clients. Responsible for metrics leading to client retention and growth.

Lifecycle analytics and reporting: managed the entire process from goal setting to providing reports (standards and custom), data and insights.

Tools used: Marketing Automation (Marketo, Pardo, Act-on) and CRM tools

(Salesforce, Sugar CRM), Google analytics, SQL based tools and Adobe suite

(Omniture)

eBay, Inc. San Jose, CA (Started as consultant and became FTE) 2012 to 2014 Lead Business Strategist, Digital Goods (Part of eBay Innovation), and Global Goals Achievements and Responsibilities:

Winner of 2 Excellence awards for my work in the buying guides and creating the ‘One source of Truth’ Analytics dashboard for President of eBay

Responsible for weekly collection, validation, and reporting of 200+ metrics collected from 90+ analysts across the globe.

Collation of insights on how the metrics were performing and why - Won an excellence award for this work.

Developed and executed Marketing Plan for launch (>$1M to $5M).

Recommended modifications to user guides to make them more social and SEO friendly. Created a marketing dashboard for all eBay consumer (buyers and sellers) -

Tools used: web product analytics (Clicky), Omniture, Google analytics, Proprietary SQL based DB Social Business Strategist

I was hired to help make eBay.com social in a more intuitive way. For this, I worked with vertical heads to understand how diverse groups of customers interacted with eBay.

Worked with 20 business units (verticals and horizontals) in eBay to arrive at the right products and strategies to make eBay core business offerings more social.

Created the product and metrics framework based on requirements for various groups Created the roadmap to create and scale the products.

Created the first social listening centers for eBay. Started with concept, conducted A/B testing and pilot projects to get the project funded. This is now a core part of customer support organization.

Tools: eBay database, FB /Twitter analytics, Listening analytics

Co-Founder & Director of Client Management - Position2, Inc. CA

(FTE) 2005 to 2010

• Managed Client Relationships that represented 50% of all Position2 revenues and the top 33% of all the clients.

• Managed all US revenue which is 80% of total revenues of the company. W

• Worked directly with 20 Small to Mid size companies to build lead volume and reduce acquisition costs. 70%+ success rate in reaching SEM goals.

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