Avinash G
Senior Manager Digital Marketing
Bengaluru
Summary
Dynamic digital marketing leader with a proven track record at Zepto, driving user growth through strategic partnerships and innovative campaigns. Expert in data analytics and cross-functional communication, successfully reduced CAC by 50% while managing a $30 million budget. Adept at strategic planning and partnership development to enhance brand visibility and revenue.
Overview
7
7
years of professional experience
Work History
Senior Manager 1 - Digital Marketing
Zepto
12.2024 - Current
- Managing the entire user growth via the affiliate channel to acquire new users for the Android and iOS Zepto app in India.
- Managing 40 partners, comprising programmatic, OEMs, gaming, fintech, and mobile-first inventories, on a cost-per-sale model.
- Managing all end-to-end communication with partners, which includes onboarding, creative, commercial communications, fraudulent activities, and payouts to the partners.
- Currently working with influencer-led partners in India during the festive season to drive category-specific growth and incremental orders from existing users on a cost-per-sale model.
- Currently managing marketing budgets and P&L worth 60 crores (INR) YTD.
- Launched re-targeting-led campaigns with affiliate partners on programmatic, OEM, and fintech.
- Launched affiliate-led campaigns to acquire delivery partners for the Zepto app.
- Launched Google AdWords campaigns to acquire delivery partners for Zepto.
- Currently managing a $30 million budget on Google-led campaigns, month after month.
- Closely working with the data analytics team to track user retention using various parameters, month over month.
- Managed to reduce the CAC by 50% and focused on user quality by implementing an Mfilter fraud tool.
Lead Publisher Development
CJ Affiliate
07.2021 - 11.2024
- First, to build and design the Pardot campaign (automation) for the APAC and East Asia regions.
- First, to launch an automation campaign on a global level for leads stuck in the pipeline.
- Focus on publisher reactivation for the APAC region.
Managing overall revenue and publisher growth.
Helping brands with publisher media plans. - Responsible for overall publisher onboarding and their growth at CJ in the APAC region.
- Setting up incoming publisher leads and recruiting them to CJ.
- Being part of the publisher growth lifecycle, managing a key set of publisher accounts that are driving significant revenue.
- Recruited reputable publishers as part of business development initiatives for the APAC region.
- Working closely with the network quality team to abolish fraudulent traffic and sales.
- Acquire new affiliate partners and branding activity.
Working closely on media planning with the advertiser's team across the APAC region. - Recommending advertisers invest in branding-related opportunities to drive more sales with key and new publishers.
Affiliate Manager
PaisaWapas.com
01.2020 - 06.2021
- Heading: Affiliate marketing by driving revenue, managing key merchant relations, and ensuring delivery of allocated budget.
- Managing key accounts: Amazon, Flipkart, OnePlus, Ajio, Myntra, Freecharge, NPCI, and The Hindu.
- Executing various promotional strategies, such as email marketing, web and app push marketing, and automated mailers.
- Managing deals, offers, and promotions across the website.
- Managing new and existing partnerships.
- Acquire new affiliate partners and branding activities.
- Working closely with the Creative team to communicate offers and brand communication.
- Monitor campaign performance closely.
Campaign Manager
Valueleaf Services
02.2019 - 01.2021
- Executed CPL, CPA, CPS, CPV, and CPR campaigns.
- Major campaigns handled: Magzter, Rummy Circle, Sterling, Club Mahindra, India Lends, Pharmeasy, ICICI Securities.
- Managing P&L reports for affiliates.
- Monitor campaign performance, analyzing weekly and monthly reports.
- Frequent communications on data insights regarding campaign weekly and monthly performance.
- Frequent communication about new, existing campaigns, and promotional strategies.
- Research and source new affiliate opportunities and partners.
- Deliver weekly progress, commission, and activity reports for all affiliate partners.
- Collaborate with the creative teams to create affiliate marketing materials.
- Ensure all ROI and sales targets are met through the affiliate channels and partnerships.
Client Services Analyst
Epsilon
08.2018 - 02.2019
- - Working with the account manager and clients directly to provide support with client and publisher needs.
- Working on weekly and monthly revenue reports for publishers.
Education
MBA - Marketing
JAIN UNIVERSITY
Bengaluru, India 04.2001 -
Skills
Strategic planning
Data analytics
Market analysis
Cross-functional communication
Partnership development
Digital marketing
Additional Information
I have great hands-on experience using Appsflyer, Mixpanel,CJ, Rakuten affiliate platforms and beginner level hands-on experince using Google adwords.
Timeline
Senior Manager 1 - Digital Marketing
Zepto
12.2024 - Current
Lead Publisher Development
CJ Affiliate
07.2021 - 11.2024
Affiliate Manager
PaisaWapas.com
01.2020 - 06.2021
Campaign Manager
Valueleaf Services
02.2019 - 01.2021
Client Services Analyst
Epsilon
08.2018 - 02.2019
MBA - Marketing
JAIN UNIVERSITY
04.2001 -