Archana Narendren
Bengaluru
Summary
Expertise in Managing Ad Campaigns for client in varying industries Expertise includes campaign strategy, audience targeting, ad copywriting, analytics, and reporting. Knowledge of digital advertising platforms Proven track record of improving campaign performance, increasing ROI, and achieving higher conversion rates Knowledge of industry trends Expertise in Business Development and Strategic Planning Good knowledge in Account Management Framework Exposed to cross functional operations – Account Management, Project Coordination, Analysis & Reporting Excellent organizational, communication (written & verbal) & interpersonal skills Highly motivated, creative, and detail-oriented Flexible in balancing process requirements & project deadlines Display of effective Initiative, Leadership and Critical thinking while managing projects. Highly organized, disciplined and process oriented Dynamic, agile, and motivated team player Demonstrated progressive career performance
Overview
17
17
years of professional experience
1
1
Certification
Work History
Ads Performance Manager II
Amazon
Bengaluru
07.2024 - Current
- Led strategic management of Sponsored Ads campaigns for 45+ CPG, Hardline and Softline industry clients in Canadian marketplace, achieving 25+ ROAS improvement
- Spearheaded recruitment for Ads Performance Manager (L4) positions, conducting 30+ technical interviews and successfully onboarding 5 team members with 40% reduced ramp-up time
- Managed and optimized $500K+ monthly advertising budget across search campaigns, scaling spend by 40% while maintaining target ROAS and reducing ACoS by 20%
- Drove keyword optimization and competitive analysis initiatives, resulting in 35% improved CTR and 25% increased market share for client portfolio
- Engineered automated reporting systems reducing weekly reporting time by 60% and improving overall campaign efficiency by 25%
- Led bi-weekly performance reviews and quarterly business reviews with stakeholders, delivering KPIs and strategic recommendations achieving 85% client strategy adoption rate
- Designed and implemented standardized campaign setup and optimization processes, resulting in 40% reduction in campaign launch time and consistent performance improvements
- Mentored new team members on technical skills and client management best practices, achieving 90% team proficiency scores
- Collaborated in development and testing of automated bid management strategies, improving campaign efficiency by 25% and reducing manual optimization time by 50%
- Spearheaded data-driven strategies to optimize Sponsored Ads campaigns, improving ROI and maximizing ad spend efficiency for multiple product categories.
- Analyzed key performance metrics (CPC, ACoS, ROAS) to identify trends, optimize bidding strategies, and drive higher conversion rates.
- Managed and scaled PPC campaigns, utilizing Amazon's advertising tools (e.g., Sponsored Products, Sponsored Brands, and Sponsored Display) to enhance product visibility and sales.
- Collaborated with cross-functional teams, including marketing and product management, to align ad strategies with business goals and product launches.
- Conducted in-depth competitor analysis and market research to inform ad strategy and identify new growth opportunities on Amazon.
- Automated reporting processes and created dashboards to deliver actionable insights, enabling real-time optimization and tracking of campaign performance.
Ads Account Manager
Amazon
Bengaluru
01.2022 - 06.2024
- Taking complete ownership for a portfolio of accounts – Standard and High Value advertisers.
- Reviewing every account in the portfolio in complete detail to understand the current level of performance.
- Leading calls with advertisers and drive discussion using a pre-set agenda, as and when necessary.
- Executing end-to-end ad optimization, liaising with key internal and external stakeholders.
- Analysing account performance against key metrics to identify, recommend and implement optimization solutions to increase efficiency and meet clients’ KPIs.
- Analysing data trends and creating keywords lists, bids and budget suggestions; gathering and analysing data at account/campaign/industry level.
- Monitoring and communicating campaign progress through regular, in-depth activity reports and insights, and using it for future campaigns.
- Working with Account Management, Sales & Marketing and Product teams to identify and solve issues blocking advertiser performance.
- Identifying opportunities to improve Amazon Advertising product- based on customer feedback, data analysis, and feature gaps with competitive products.
Global Account Coordinator
EY
Kochi
01.2019 - 12.2022
- Lead and implement the priority AE (Account Enablement) programs for FSO Americas region accounts (12 Accounts & 20+ stakeholders)
- Provide support for all complex operational and strategic initiatives by the Business Development team through embedded support activities listed in the Account Management Framework
- Drive account management excellence, sales and program management and account communications
- Work with the account leadership to support the planning and implementation of the account activation strategy
- Provide advanced Reporting and Analysis, Online Database Management
- Support account team in driving service line planning activity and account integrations
- Prepare the global account meeting materials and facilitate account team meetings
- Review of the account financials to provide awareness to account leadership on drivers of account performance
- Contribute and add value to complex account & business development activities, including go-to-market research & strategy, pursuit and sales support, pitch development among others.
- Co-develop the account relationship strategy, including management of the global relationship map
- Manage the account pipeline process and drive discipline across global team
- Process/Project Implementation, coordination, and automation
Acquisition Relationship Manager
State Bank of India
Kochi
01.2018 - 12.2019
- Acquiring affluent customers to the bank for wealth management business.
- Onboarding Bank’s affluent customers for the wealth management business.
- Growing and strengthening relationship with the HNI customers in order to meet business objectives.
- Use publicly available resources like internet and directories, existing social/professional network to generate database of ultra HNIs.
- Acquire more customers for the same household.
- Present the various benefits and services of the bank.
- Provides product information to customers as appropriate, outlining features and benefits.
- Obtain referrals and leads.
- Ensure complete documentation.
Customer Relationship Executive
State Bank of India
Kochi
01.2016 - 12.2018
- Contacting High Net-worth Individuals to make them aware about the services we offer.
- Responsible for helping the customers in activating their internet banking and debit card services.
- Ensuring KYC updates of customers through CAMS.
- Contacting Asset Management Companies for customer's investment related services.
- Providing customers both Banking as well as Investment services.
- Responsible for handling customer service and complaints.
Portfolio Manager
Roshan Projects
Palakkad
01.2014 - 12.2016
- Responsible for the overall wealth management of the company.
- Analysis of different segments of securities, company, industry and the economy.
Assistant Portfolio Manager
Roshan Projects
Palakkad
01.2008 - 12.2014
- Assist the portfolio manager in the documentation of different investment proposals, preparation of statements and market research conduction.
- Analysis of different segments of securities, company, industry and the economy.
Education
MBA - Human Resource Management
Bharathiyar University
11.2014
BSc - Microbiology
Karpagam Arts & Science College
08.2007
Skills
- Strategic Campaign Management
- Digital Advertising & Analytics
- Account Management & Business Development
- Team Leadership & Mentoring
- Data Analysis & Visualization
- Process Optimization & Automation
- Project Management & Analytical Skills
- Planning & Forecasting
- New Business development
- Strategic Partnerships
- Business Analysis
- Strategy development
- Account Management Framework
- Entrepreneur/Proactive behaviours
- Communications and Consultative skills
Certification
- Data Visualization
- MS Excel
- MS PowerPoint
- Team Management
- Business Relationship
- Account & Project Management
- MS Word
- NISM
Awards
- Earned Bronze badge for Data Visualization from EY
- Received the best Customer Relationship Executive (CRE) award from State Bank of India
Timeline
Ads Performance Manager II
Amazon
07.2024 - Current
Ads Account Manager
Amazon
01.2022 - 06.2024
Global Account Coordinator
EY
01.2019 - 12.2022
Acquisition Relationship Manager
State Bank of India
01.2018 - 12.2019
Customer Relationship Executive
State Bank of India
01.2016 - 12.2018
Portfolio Manager
Roshan Projects
01.2014 - 12.2016
Assistant Portfolio Manager
Roshan Projects
01.2008 - 12.2014
MBA - Human Resource Management
Bharathiyar University
BSc - Microbiology
Karpagam Arts & Science College