(To achieve – better cost per action (acquisition, sales, leads, asset downloads etc) across devices including desktops, mobile & tablets. Managed a media budget up to $5,000,000
- Built media plans based on requirements varying from – sales, lead, impressions, downloads, video views etc
- Built and nurtured relationships with third party vendors for – programmatic buying, direct buys, affiliate sales, ad networks, data management platforms etc.
- Used appropriate channel tactics like – Google AdWords, LinkedIn sponsored updates, InMail campaigns, SMS, Shortcodes, Email Marketing, Facebook advertising, YouTube campaigns, Twitter cards, Direct Media Buying, Adnetwork Buying, Programmatic Advertising, Affiliate marketing etc.
- Used automation and visual analytical tools like – Hubspot, Plumb5, Hotjar & Crazyegg for insights and campaign optimisation.
- Executed account based marketing campaigns with precision targeting using data management platforms, audience networks and private marketplace deals.
- Conducted A/B testing using multiple landing pages and ad copies/formats.
- Built campaign performance reports with data driven insights & recommendation.
Focused Metrics: Cost per Acquisition | Cost per Clicks | Cost per Lead | Cost per Mille | Cost per View | Cost per completed View | Click Thru Rate | Abandonment Rate
(For sustained interactions, community management, band awareness, lead generation & event marketing)
- Established and managed social media presence on channels like – Facebook, Twitter, Instagram, YouTube, Pinterest and LinkedIn etc
- Executed social media campaign for – garnering video views, lead generation (including form fills), contest participation, event live tweeting, Tweetchats, hashtag trending etc.
- Used tools like Hootsuite, Cafyne, Simplify360 for scheduling, publishing & listening.
- Driven content marketing efforts thru creatives, content & copy (long form & short form)
- Executed influencer marketing campaigns for amplifying awareness and engagement.
- Managed online reputation for brands on social channels- Facebook, Instagram & Twitter using listening tools & created response management work flows and assets.
- Collaborated with creative teams and agencies to fulfil design related requirements for campaigns.
Focused Metrics: Amplification Rate | Engagement Rate | Clicks | Click Thru Rate
Search Engine Optimisation:
(To improve searchability for brands on search engines (primarily Google))
- Built achievable strategy & road maps in line with objectives of increasing organic traffic, reducing bounce rates etc
- Built on appropriate keywords thru research using tools like – Google Analytics, Semrush, Google keyword planner etc
- Used tools like MOZ, Ahref, SEMRush & Spyfu to study competitive landscape and draw insights/benchmarks
- Implemented on page SEO tactics to comply with SEO best practices with the help of development, tech team or vendors.
- As a part of the off-page strategy – executed link building campaigns
- Devised and conducted blogger outreach program to address off page content requirement
- Program managed internal blog writing initiatives thru leadership teams and subject matter experts.
Focused Metrics: Bounce Rates | Visits | Time Spent | Keyword Ranking