Marketing Manager Paid Media

SMRIDHI AHLUWALIA

Seattle, Washington 425-***-**** ****************@*****.*** www.linkedin.com/in/smridhiahluwalia/

PROFILE SUMMARY

Senior Marketing Manager with 6+ years of experience driving omnichannel marketing strategies across nonprofit, education, and media sectors. Proven success in lifecycle marketing, digital acquisition, paid media, and conversion rate optimization, contributing to $12M+ in annual revenue. Expert at building new acquisition funnels, launching performance-based strategies, and using data to inform creative, targeting, and budget decisions. Adept at managing cross-functional teams, leveraging tools like Salesforce, Google Analytics, and CRM platforms to deliver measurable business growth.

EDUCATION

Master’s in Digital Media and Communication (STEM) Sept 2021 – March 2023 University of Washington, Seattle, Washington G.P.A= 3.9/4

Master’s in English Literature July 2018 – Oct 2020 Indira Gandhi National Open University, Delhi, India

Bachelors’ in English Literature July 2015 - June 2018

PROFESSIONAL EXPERIENCE

Campaign Marketing Manager April 2023 – Present

KUOW, Seattle, USA

•Lead, develop, and optimize multi-channel marketing campaigns across digital, email, paid media, social, direct mail, and podcasts, surpassing revenue goals by 120% and driving $12M in annual revenue.

•Built and implemented a new segmentation model using CRM and behavioral data, improving conversion rates by 38% and increasing efficiency across the funnel.

•Launched a performance-focused paid media strategy that raised customer lifetime value by 42% while reducing CAC.

•Introduced A/B testing and automated personalization tactics that lifted ROI by 78%.

•Managed and mentored a team of 10+ marketers and creatives, increasing team productivity by 44% through clearer workflows and cross-functional alignment.

•Crafted and optimized segmented email journeys as part of lifecycle marketing efforts, ensuring ongoing engagement across the customer funnel—driving a 29% increase in membership sign-ups and 47% improvement in email retention metrics.

•Delivered 45% YoY growth in new member acquisition and 42% YoY growth in lead generation through full-funnel optimization.

Content Strategist and Alumni Relations Manager October 2021 – March 2023

University of Washington, Seattle, USA

•Developed omnichannel content strategies across email, digital platforms, and social media, increasing organic traffic by 77%.

•Launched and optimized high-performing email marketing campaigns in Marketo and Mailchimp, driving a 67% open rate and 30% click-through rate—significantly surpassing industry benchmarks.

•Led A/B testing initiatives, reducing customer acquisition costs by 23% and refining content strategies based on data insights.

•Analyzed marketing funnel performance using Salesforce dashboards to provide actionable recommendations, improving lead conversion rates by 42%.

•Led automated outreach campaigns, driving 200% growth in international student applications by continuously monitoring behavior of data segments over different channels.

Marketing and Strategy Intern June 2022 – September 2022 Aetna – CVS Health, Hartford, USA

•Analyzed Aetna’s social media performance (Q1 & Q2, 2022) to uncover generational trends in health insurance behavior, shaping personalized messaging strategies that elevated engagement among key demographics.

•Conducted a competitive landscape analysis to identify market gaps and emerging trends, informing data-driven adjustments that strengthened campaign targeting and positioning.

•Led a cross-platform digital marketing initiative that increased social impressions and engagement by 38%, expanding brand visibility and deepening audience connection.

•Delivered strategic insights on high-investment paid campaigns, driving a 12% increase in B2B lead generation through performance-optimized targeting.

Brand Marketing Manager June 2020 – September 2021

Vantage Point Media Company, New Delhi, India

•Spearheaded and mentored a cross-functional team of 30 professionals across strategy, creative, and analytics, drove seamless collaboration and achieved 67% faster project completion through effective leadership, streamlined processes, and targeted feedback.

•Transformed client websites across multiple industries through SEO-optimized strategies, resulting in a 15%+ quarterly increase in organic search traffic, directly fueled lead generation and contributed to sales growth.

•Designed and executed comprehensive digital and PR strategies for consumer-packaged goods (CPG) launches, leveraging creative storytelling and data-driven insights to drive 47% higher engagement and significant product sales growth.

•Collaborated with industry-leading brands to develop tailored marketing campaigns, drove a measurable increase in market share and revenue across global and regional markets by aligning strategies with unique industry challenges and customer needs.

Marketing Strategist June 2019 - June 2020

First Fiddle, New Delhi, India

•Achieved a 57% YoY increase in foot traffic and sales by executing high-impact social media strategies for multiple high-profile restaurant brands, drove significant customer acquisition and revenue growth in the food and beverage industry.

•Developed and launched brand campaigns, including pre-launch buzz, launch day activities, and post-launch strategies, resulting in 45% growth in engagement and successful market penetration.

•Directed creative campaign elements, including visually compelling photoshoots for menus and product launches, led to a 35% increase in engagement across both digital and offline platforms.

•Led global teams to design and execute marketing strategies for international campaigns, customizing messaging to regional and cultural preferences, which expanded international market reach by 17%.

SKILLS

Marketing Automation Tools: Salesforce, Marketing Cloud, MailChimp, HubSpot, Hootsuite, CMS, SEO/SEM, Sprinklr, Marketo, MS Office

Content Creation: Brand Strategy, Campaign Messaging, Omnichannel Content Development, Canva, Figma

Technical: Data Visualization, Competitive Analysis, A/B Testing, Social Media Management, Data Analysis

Project Management: Agile Methodologies, Cross-Functional Team Collaboration, MondayBoard.com, Asana, Slack, Teams, SharePoint, Zoom

Soft Skills: Public Speaking, Networking, Relationship Building, Cross-Functional Collaboration

Contact this candidate