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Work Background
TiqmoDigital Marketing Manager
Sep. 2022United Arabs EmiratesLeading the planning and execution of digital and offline marketing strategy for TIQMO Digital Wallet UAE.
Building KPIs and OKRs based on allocated yearly budgets for all marketing channels.
Implement appropriate attribution models for all channels.
Working closely with the Business Development POC to onboard merchants.
Building strategic brand partnerships.
Developing model budgets & projections year on year.
Managing campaign calendars for paid social, google search, influencer, affiliate, and programmatic display.
Optimizing spends for each channel and defining the launch and go-to-market strategy.
Conducting qualitative research to understand user segments' payment habits, buying behaviors' and banking habits.
Conducting competitor research to define competitive advantage, value proposition, and campaign ideation for TIQMO UAE.
Defining process flow for addressing customer queries along with the CS team.
Building communication templates for customer query resolution for digital channels - social, app, and google.
Building Tiqmo UAE PR strategy in line with our Group strategy.
Fortes EducationDigital Media & Marketing Specialist
Jul. 2021 - Apr. 2022United Arabs EmiratesHandled Fortes Educations’ Social Media strategy, paid and organic social with competitive research, platform determination, benchmarking, messaging, audience identification, and engagement.
Managed community - addressing queries, comments, and messages from followers and potential customers.
Ideated and created social calendars, website blog content, editing & publishing daily content that engages our TG.
Managed influencer marketing strategy, influencer campaigns, profiled influencers, and, delivered campaigns to achieve engagement KPIs.
Worked with internal and external creative team/agencies to develop compelling content & execute influencer campaigns.
Researched high volume and relevant keywords to build SEO-friendly content for our websites, optimized page loading time, UI, and overlooked technical SEO to improve ranking.
Managed Fortes Educations’ email marketing campaigns and email automation - drip emails to nurture leads.
Overlooking board members’ LinkedIn handles to build thought leadership for Fortes Group.
Improved In-app: VLE (parent app) UI content & in-app messages to increase app usage.
Home Credit IndiaSenior Manager - Social Media Performance Marketing
Sep. 2018 - Apr. 2021Gurgaon, Haryana, India
Wadi.comMarketing Associate at Wadi.com
Jun. 2015 - Apr. 2017Gurgaon, IndiaDrafted and executed merchandising campaigns monthly for Beauty and Fashion, wadi’s second
biggest segment. Conceptualized landing pages, mailers, social, notifications, adwords etc.,
for demanding conversion targets.
- Work involved writing copy, then coordinating with design, marketing and product for execution.
- Reorganized the catalog with fast moving products, tightened product descriptions for better SEO.
- Constantly tracked insights from analytics and past sales, shifting strategies when needed.
- Developed reports on what worked and what did not, with a strong focus on customer
psychometrics.
- Worked closely with the sourcing team to expand the catalogue for various sub-categories based
on customer demand.
Revenue share grew by 1.5% for fashion and beauty from August 2015.
HealthKartContent Marketing Specialist
Jan. 2013 - May. 2015IndiaSpecialized in bi-weekly email campaigns that went to over a million customer.
Constantly changed and experimented with tone and voice to get the right segment to
improve open rates and conversions.
- Generated and well versed in transactional, life-cycle, sales and branded email campaigns.
- Translated email campaigns across social and digital media
- Wrote, designed, worked on the HTML, and tracked impact, all by myself
At it's peak, emails generated about 14% of daily revenues with 15% open rates and a click through of 20%
American ExpressAnalyst
Jan. 2011 - Dec. 2011Gurgaon, India
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