Anjali Gumbar
Summary
Digital Marketing Specialist with over 4 years of experience managing and optimizing campaigns across Google & META. Currently driving performance at IndusInd Bank, handling budgets of over $300K, maintaining ROAS above 25 for personal loans, and enabling 7,000+ monthly credit card dispatches at a 5% conversion rate, with CPA under 2,500 for credit cards and CAC under 4% for personal loans. Skilled in Google Analytics, with additional exposure to affiliate marketing. Experienced in diverse industries, including FMCG, apparel, and cosmetics.
Overview
6
6
years of professional experience
1
1
Certification
Work History
Digital Platform Specialist
IndusInd Bank
Gurgaon
06.2024 - Current
- Managing and optimizing Google and Meta campaigns for personal loans and credit cards, with monthly budgets of over $300K USD.
- Achieving ROAS above 25 for personal loans while maintaining CAC < 4%.
- Delivering over 7,000 monthly credit card dispatches at a 5% lead-to-dispatch rate, with CPA less than ₹2,500.
- Analyzing campaign performance through Google Analytics and internal dashboards to track KPIs, and improve efficiency.
- Implementing A/B testing and using insights to improve targeting, creatives, and bidding strategies.
- Collaborating and brainstorming with the creative team, offering recommendations, and fresh ideas for ad performance.
- Onboarding and coordinating with affiliate partners, sharing reports, and supporting them in meeting goals.
- Maintaining and sharing performance reports with growth and creative teams to align on campaign results.
- Coordinating with internal teams, including savings account and product teams, for the smooth execution of campaigns.
- Coordinating with Google and Meta partners to review campaign performance, discuss improvements, and implement best practices.
Performance Marketing Manager
ANS Commerce (A Flipkart Group)
Gurgaon
11.2023 - 04.2024
- Owned the end-to-end set up, execution, measurement, optimization and analytics of paid campaigns across digital marketing channels (SEM, Google Display & FB)
- Analyzed and optimized campaign performance based on data-driven insights and strategy using quantitative analysis.
- Identified marketing performance issues and pinpointed the root cause analysis with the help of analytics tools such as Google Analytics.
- Effectively communicated complicated analysis by developing easy-to-use reporting.
- Created and executed a strong performance marketing strategy and execution plan.
- Implemented A/B testing and conversion rate optimization.
- Delivered quantifiable improvements in ROI and cost per conversion (CPA) across all channels.
- Monitored market intelligence and kept track of competitor movements and market situations.
- Collaborated with product and creative teams to optimize the overall business funnel.
- Managed a team of digital marketing associates and analysts for new strategic projects as well as regular ad operations.
- Offered recommendations for optimizing landing pages and enhancing social media presence.
Product Subject Matter Expert- Search
Cognizant Technology Solutions
Gurugram
07.2021 - 11.2023
- Operated as a Product Subject Matter Expert for Cognizant, GOC, and other Google vendors globally.
- Created, analyzed, and optimized Google Ads campaigns (Search, Display, Video, Apps) for clients across various industries.
- Guided agents globally in structuring campaigns and determining the best settings.
- Ensured and monitored that all Google Ads campaigns were optimized to bring highly targeted traffic to clients, while also ensuring a strong ROI for every client's marketing budget.
- Reviewed traffic in Google Analytics.
- Generated reports to monitor and analyze campaign performance.
- Assisted the team leader in reviewing team cases, guiding, and training them accordingly.
- Provided training and refresher sessions to agents globally.
- Assisted the Team Leader in conducting meetings, reviews, preparing dashboards, and other daily tasks.
- Provided input into, and/or created, training materials.
Process Developer- National Australia Bank
Genpact
Jaipur
09.2019 - 02.2021
- Authorized and underwrote loans for National Australia Bank.
- Reviewed and verified loan applications and the supporting documents.
- Analyzed loan risk and made loan eligibility decisions of approving or rejecting applications.
- Prioritized the secure handling of sensitive customer information within processes, minimizing potential liability issues by proactively managing risk.
- Coordinated with onshore bankers over calls and emails for servicing loan applications.
Education
MBA - Marketing
Jaipur National University
Jaipur12-2020
BBA -
University Maharani College
Jaipur07-2014
High School Diploma -
St. Peter's Sr. Sec. School
Bharatpur05-2011
Skills
- Google Ads
- Google Analytics
- Facebook Ads Manager
- Meta Business Suite
- Google Tag Manager
- Google Merchant Center
- Shopify
- Social media marketing
- Campaign optimization
- Campaign reporting
- Pay-per-click marketing
- Keyword research
- Split testing
- Microsoft Office
- Leadership and teamwork
- Time management
- Marketing research
- Media planning
- Campaign strategy
- ChatGPT
- Affiliate Marketing
- Canva
Accomplishments
- Delivered ROAS above 25 and CAC less than 4% for personal loan campaigns, IndusInd Bank
- Achieved a 5% lead-to-dispatch conversion rate with CPA < ₹2500 for credit card campaigns, IndusInd Bank
- Achieved over 30% ROI growth for clients across various industries, ANS Commerce
- Increased e-commerce sales by 20% in 3 months, ANS Commerce
- Positive review rating of more than 95%, Cognizant Technology Solutions
- Top Performer for two Quarters in a row for excelling the KPI's, Cognizant Technology Solutions
Certification
- Google Ads Search Certification- Skillshop
- Google Analytics Certification- Skillshop
- LinkedIn Skill Assessment- Google Ads
- Search Ads 360 Certification- Skillshop
Brands Managed
- BFSI: IndusInd personal loan & credit cards
- D2C: Dabur
- Cosmetic Industry: Tint Cosmetics
- Fashion & Accessory Industry: Shop Ziddi, Dolcy Hair Extension, Berrylicious, Semal Handicrafts, Golden Mirror Fashion, The Bargain Street, Cutiekins
- Footwear Industry: Flexxo
- Automotive Parts & Accessories: Grandpitstop
- Home Decor Industry: Artociti
Hobbies
- Travelling
Timeline
Digital Platform Specialist
IndusInd Bank
06.2024 - Current
Performance Marketing Manager
ANS Commerce (A Flipkart Group)
11.2023 - 04.2024
Product Subject Matter Expert- Search
Cognizant Technology Solutions
07.2021 - 11.2023
Process Developer- National Australia Bank
Genpact
09.2019 - 02.2021
MBA - Marketing
Jaipur National University
BBA -
University Maharani College
High School Diploma -
St. Peter's Sr. Sec. School