Mohammed Riyas
Digital Marketing
Summary
Strategic and data-driven Growth Marketing Specialist with 8+ 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
Certifications
Work History
Senior PPC Specialist
Hexnode (Mitsogo)
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
10.2020 - 12.2024
- Managed a $1.7M+ quarterly budget across Google Search, Display, Microsoft Ads, Meta, and LinkedIn, SA360 account 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
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
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, IndiaSkills
Ad Platforms: SA360, Google Ads, Microsoft Ads, Meta Ads, LinkedIn Ads
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.
Certification
Legacy: Growth Marketing - Reforge (Advanced professional development program in growth loops, retention systems, and sustainable acquisition strategies)
Timeline
Legacy: Growth Marketing - Reforge (Advanced professional development program in growth loops, retention systems, and sustainable acquisition strategies)
08-2025
HubSpot Marketing Hub Software
08-2025
AI for Google Analytics
05-2025
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