Girish Vagvala

Lead strategic growth marketing and marketing technology initiatives for one of India’s leading higher education institutions, driving integrated student acquisition, demand generation, lifecycle marketing, and digital transformation.
Key achievements:
• Own integrated demand generation strategy across paid search, social media, display, content, OOH, and lifecycle channels
• Manage ₹20 Cr+ direct annual marketing budget
• Built end-to-end attribution architecture using dynamic UTM governance
• Implemented enhanced conversion tracking governance improving lead quality and reducing junk leads by 12%
• Restructured campaign architecture, creative systems, messaging frameworks, and communication strategy to improve conversion rates and reduce acquisition costs
• Led SEO transformation incorporating SEO, AEO, GEO, UX optimization, and discoverability improvements
• Implemented AI-led engagement initiatives including WhatsApp and conversational automation
• Established multi-channel ROI measurement frameworks for budget governance

Led enterprise marketing transformation and student recruitment growth initiatives across flagship academic programmes.
Key achievements:
• Led end-to-end implementation of Salesforce Marketing Cloud + Datorama
• Migrated enterprise marketing infrastructure from Adobe Campaign
• Built lifecycle journeys across 5 flagship programmes
• Improved email open rates from 15% to 36%
• Scaled 2.2M+ annual communications
• Built centralized executive dashboards integrating paid media, CRM, analytics, and admissions data
• Developed lead scoring frameworks enabling admissions prioritization
• Managed multi-channel student acquisition campaigns across Google, Meta, LinkedIn, and Display
• Led website transformation and digital experience modernization
• Built reporting frameworks improving performance governance and ROI decision-making
Impact:
• Paid digital contributed 78% of applications for flagship programmes
• Doctoral programmes achieved 69% digital application contribution
• 593K+ annual website sessions
• 4M+ YouTube views
• LinkedIn audience scaled significantly with strong engagement

Key Achievements and Responsibilities:

As a Senior Manager at GITAM (Gandhi Institute of Technology and Management) , I spearheaded the implementation of comprehensive marketing strategies to deliver effective solutions and achieve measurable outcomes. My expertise spanned multiple facets of digital marketing, including Search Engine Marketing (SEM) , Search Engine Optimization (SEO) , social media marketing , email marketing , and mobile marketing , all aimed at enhancing brand visibility and generating high-quality leads.

• Cost Optimization : Successfully reduced lead costs while improving lead quality, contributing to higher ROI on campaigns.
• Salesforce Marketing Cloud Implementation : Played a pivotal role in implementing Salesforce Marketing Cloud, enabling streamlined and effective marketing automation.
• Drip Campaigns : Designed and executed drip email marketing , SMS, and WhatsApp campaigns, ensuring consistent engagement throughout the customer journey.
• Event Promotions : Managed promotional activities for events, including live streaming , to maximize reach and engagement.
• Integrated Marketing Campaigns : Executed OOH (Out-of-Home) and programmatic marketing campaigns to ensure omnichannel presence and audience targeting.
• Affiliate Marketing : Partnered with platforms such as Shiksha, Collegedunia, and GetmyUni , driving lead generation through targeted affiliate marketing strategies.

Through these efforts, I consistently delivered strategic marketing initiatives that enhanced brand positioning, improved lead acquisition, and contributed to institutional growth.

• Collaborated with cross-functional teams to develop integrated marketing campaigns that effectively promoted products and services.
• Implemented Faculty and Student Testimonail video marketing campaigns that showcased key product features and drove increased audience engagement.
• Developed and executed A/B testing strategies to optimize campaign performance.
• Boosted brand awareness through the creation of engaging social media campaigns.
• Monitored trends in digital marketing landscape and adjusted strategies accordingly.
• Built digital growth function from ground up
• Improved conversion rates from 2.6% to 8%
• Improved CTR from 3.4% to 6.3%
• Improved impression share to 84%
• Reduced CPL significantly
• Strengthened campaign governance and attribution

As a Manager at Next Education India Pvt Ltd , I managed and executed a range of digital marketing strategies aimed at driving growth for both B2B and B2C segments. My focus was on enhancing customer acquisition, lead nurturing, and optimizing the overall customer lifecycle to achieve sustained business success.

• Digital Marketing Management : Designed and implemented digital marketing campaigns for B2B and B2C audiences, driving measurable outcomes in customer acquisition and engagement.
• Customer Acquisition & Lead Nurturing : Focused on end-to-end customer journey strategies, ensuring high-quality lead generation and seamless nurturing to convert leads into loyal customers.
• E-Commerce Operations : Oversaw sales and support operations on platforms such as Amazon , Flipkart , and affiliate sites , enhancing visibility and driving e-commerce revenue growth.
• Affiliate Marketing : Leveraged affiliate marketing channels to expand reach and generate incremental leads and sales.
• Operational Productivity : Spearheaded initiatives to improve the sales and productivity of the operations team , ensuring streamlined workflows and optimized performance.
• Innovative Growth Strategies : Generated and executed ideas aligned with substantial business growth and organizational development, fostering a culture of innovation.
• Customer Lifecycle Management : Analyzed and optimized the customer lifecycle, ensuring strategies aligned with customer retention and satisfaction.

Through these efforts, I consistently contributed to the organization's growth by aligning marketing and operational goals with overarching business objectives.