Summary
Overview
Work History
Education
Skills
Expertise
Timeline
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Mohammed Riyas

Digital Marketing
Tamil Nadu

Summary

Strategic and data-driven Growth Marketing Specialist with 7+ years of experience in Performance Marketing, Demand Generation, and Digital Strategy across global markets (US, UK, DACH, APAC, LATAM, MEA). Proven ability to scale digital campaigns with multimillion-dollar budgets, increase ROI by up to 30%, and lead cross-functional marketing initiatives. Hands-on expertise in Google Ads, Meta, LinkedIn, GA4, and CRM tools like HubSpot and Salesforce. Adept at full-funnel optimization, data analysis, and audience targeting to drive measurable business growth.

Overview

11
11
years of professional experience
3
3
years of post-secondary education

Work History

Senior PPC Specialist

Hexnode (Mitsogo)
Chennai
12.2024 - Current
  • Planned and executed high-converting Google Ads campaigns across Search, Display, Video, and Performance Max, delivering up to a 20% increase in qualified leads.
  • Built real-time dashboards in Google Looker Studio to monitor campaign performance and share insights with stakeholders.
  • Built and refined an offline conversion tracking system, increasing lead attribution accuracy by 35%.
  • Executed advanced SEO audits with Ahrefs and Semrush Search Console, enhancing crawl efficiency and keyword rankings by 18%.
  • Collaborated with SEO experts to ensure cohesive strategies between organic search efforts and paid advertising campaigns.
  • Partnered with sales and SDR teams to align on the Ideal Customer Profile (ICP), streamline lead handoff, and implement funnel conversion strategies, boosting MQL-to-SQL conversion by 2x.

PPC Specialist

Brandwatch
Chennai
10.2020 - 12.2024
  • Managed a $1.7M+ quarterly budget across Google Search, Display, Microsoft Ads, Meta, and LinkedIn, driving a 25% growth in qualified traffic.
  • Identified and penetrated six new international markets (US, UK, DACH, APAC, Asia Nordic, Benelux, LATAM), delivering a 35% uplift in market reach.
  • Tracked leads across BI and CRM systems (Funnel, Looker, Marketo, HubSpot, Salesforce), optimizing the entire sales funnel.
  • Collaborated with content and product marketing teams to develop persona-driven assets (eBooks, whitepapers, landing pages) that supported full-funnel demand efforts and improved engagement rates by 25%.
  • Expanded Microsoft Ads' footprint by launching new structures and campaign types, increasing impression share by 40%.
  • Designed Meta and LinkedIn campaigns targeting specific demographics, increasing engagement by 30%.
  • Created and optimized full-funnel Meta Ads campaigns (awareness to conversion) using detailed audience segmentation (interests, lookalikes, and custom audiences).
  • Launched retargeting strategies using pixel-based and event-based tracking to re-engage high-intent users, and improve ROAS by 30%.
  • Monitored site performance KPIs (bounce rate, time on page, CTR) to inform content strategy, raising organic engagement by 25%.
  • Ran high-impact lead generation campaigns targeting job titles, industries, company sizes, and ABM lists, driving a 2x MQL-to-SQL conversion.
  • Streamlined internal processes by collaborating with cross-functional teams to refine overall digital marketing efforts.

SEM Analyst

Sulekha
Chennai
03.2019 - 09.2020
  • Managed and coordinated a team of five members, ensuring a smooth workflow, task delegation, and timely project delivery.
  • Coordinated with multiple vendors to refine targeting, boosting campaign ROI by 20%.
  • Provided ongoing support and guidance to clients, addressing any concerns or questions regarding their SEM campaigns.
  • I ran Google Search and Display campaigns for over 30 solutions, achieving a 35% reduction in CPA.
  • Managed Microsoft Ads (Bing) accounts for India Property, expanding reach by 30% through tailored audience strategies.
  • Built 100+ campaigns in Google Ads Editor, streamlining campaign deployment by 35%. Launched brand campaigns that drove a 25% rise in classified ad leads.

Digital Marketing Executive

Dotcom Infoway
Chennai
08.2014 - 12.2018
  • Led multiple client kickoff meetings to scope digital marketing goals and deliverables.
  • Planned and rolled out multi-channel strategies that increased client app installs by 40% at a reduced CPI.
  • Managed attribution and tracking for 50+ mobile campaigns using Tune, Firebase, AppsFlyer, RocQ, and GA.
  • Delivered comprehensive app audits and competitor research that informed product updates for 15 or more clients.
  • Led weekly and monthly client reporting calls, translating complex marketing metrics into actionable business insights.

Education

Bachelor of Commerce - B.Com

American College
India
03.2010 - 05.2013

Skills

Ad Platforms: Google Ads, Microsoft Ads, Meta Ads, LinkedIn Ads

Analytics & Attribution: GA4, GTM, Adobe Analytics, Appsflyer, Firebase, Tune

CRM & BI Tools: HubSpot, Salesforce, Funnel, Looker, Marketo

SEO & CRO Tools: SEMrush, Ahrefs, Moz, SpyFu

Core: PPC Campaign Management, SEO, Data Analysis & Reporting, Conversion Optimization, Audience Segmentation, A/B Testing, Budget Management, Strategic Planning, Cross-Functional Collaboration, Client Communication

Others: Microsoft Office Suite

Expertise

  • Full-Funnel Demand Generation: End-to-end ownership of demand generation campaigns across paid search, paid social, email, and programmatic channels, optimized for MQL quality and pipeline velocity.
  • Team Leadership & Process Ownership: Led small marketing teams and coordinated cross-functional execution (design, dev, sales, analytics), implementing SOPs and driving operational efficiency.
  • Digital Advertising Mastery: Proven ability to scale B2B campaigns on Google Ads, Meta, LinkedIn, and GDN/Performance Max — consistently reducing CPL and improving ROAS.
  • ICP & Funnel Strategy: Close collaboration with sales and SDR teams to define and refine Ideal Customer Profiles (ICP), optimize lead scoring models, and boost MQL-to-SQL conversions.
  • Partner & Co-Marketing Campaigns: Launched joint demand generation campaigns with technology/channel partners, increasing reach and generating net-new revenue opportunities.
  • Analytics-Driven Optimization: Deep expertise in GA4, GTM, Looker Studio, and CRM integrations (HubSpot, Salesforce) to track attribution, diagnose funnel friction, and optimize campaigns in real time.
  • Content & Persona Alignment: Worked with content and product marketing teams to map content to the buyer journey, develop persona-specific messaging, and increase engagement through targeted ads and landing pages.
  • Client & Stakeholder Management: Managed enterprise-level stakeholders and client relationships, ensuring delivery of performance reports, strategic roadmaps, and campaign accountability.



Timeline

Senior PPC Specialist

Hexnode (Mitsogo)
12.2024 - Current

PPC Specialist

Brandwatch
10.2020 - 12.2024

SEM Analyst

Sulekha
03.2019 - 09.2020

Digital Marketing Executive

Dotcom Infoway
08.2014 - 12.2018

Bachelor of Commerce - B.Com

American College
03.2010 - 05.2013

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Mohammed RiyasDigital Marketing