Monika Srivastava

Responsibilities:

• Leading a 20+ team, reporting to the COO of Flights & Gulf business as a Marketing & Category head
• GCC Countries Marketing: Brand, Performance, App & CLM for the brand MakeMyTrip in the gulf countries
• Own Flights P&L to diversify new sources of revenue for flights business (eg ancillaries, value added services - insurance, lounges, fast track, porter services, food & beverages, luggage delivery etc)

Marketing:

• Own a budget of 250Cr+ to deliver on brand and performance metrics in the region
• 50%+ YoY growth in direct traffic, 50% growth in app penetration with increase in TOMA and Spont metrics across nationalities
• Activating full funnel media with multi-media buy on Cricket, OOH, TV, Radio, Print and Digital channels (Youtube, Meta, Tiktok)
• 50%+ YoY growth in performance marketing on SEM, Meta Channels (Skyscanner, Wego & Google) to with a positive ROAS
• Strategic partnership with GCC regional brands to increase penetration in premium audiences (eg Noon, Careem, Carrefour, Talabat etc)
• Improve retention with CLM activations across channels (email, push, chat & browser)

Flights Category

• Incremental 100 Cr+ revenue by integrating multiple customer centric products for flights business
• Introduce and scale insurance products- travel insurance, trip delay, pocket size insurance, zero cancellation, visa guarantee etc
• Integrate & scaled value added services - lounges. porter services, F&B, Cabs etc with partners like Dreamfolks, AirportZo and DragonPass

Responsibilities:

• Lead a team of 5+ & Report to Marketing Science Director
• Working with top clients and agencies in Travel, Retail, and Entertainment vertical to establish marketing testing and incrementality roadmap to establish media effectiveness
• Work with C-level and senior stakeholders to align on measurement roadmap, integrate tools with Meta, Google and 3rd Party to evaluate marketing effectiveness
• Led implementation of advance measurement solutions like Data Clean Rooms, Multi-Touch Attribution, Media Mix Models, Design Experimentation, A/B Tests etc for agencies and advertisers
• Run consumer research with advertisers and 3rd party to improve Meta media effectiveness with audience segmentation, creative strategies, etc., partnering with 3P agencies like Nielsen, Kantar, GfK, etc.

Impact Project

• End to end ownership of driving the adoption of Conversion API across clients in EMEA impacted because of the signal loss with Apple (100+ top clients in EMEA) with an upside of ~ $1Bn Revenue)
• Global First Party Data Playbook: Established a first party data activation playbook with product and measurement on Meta with an upside of $200M Revenue

Responsibilities:

• Measurement consultant for for Retail clients ranging from e-commerce players to departmental stores to develop channel strategies via adopting measurement maturity framework (focusing on incrementality. econometrics, attribution etc)
• Conduct incrementality tests - both user and geo based for advertisers to understand the incremental impact of marketing channels on online/offline sales.
• Consulting customers to bridge the gap between online and offline customer activity by having right measurement infrastructure.
• Develop and monitor brand health score using Google data(search, images, youtube, sentiment etc) for CPG, Luxury and Auto customers.

Responsibilites:

• Leveraged Google data to develop forward thinking, data-driven insights and recommendations aligned with client marketing objectives.
• Quantified high impact opportunities with clear traffic, performance and budget recommendations.
• Analyzing Google search data to find consumer research and buying behaviour patterns to help customers understand the market dynamics. Eg. Brexit consumer sentiments in UK, evolution of brands, social shopping journey, relevance of peak period etc.
• Build sector wide plan for major events like Black Friday, Christmas, January sales etc
• Published Article: Consumer Behaviour During Peaks

• Lead relationship with key players in the online travel ecosystem to help them grow their business and the online share in the Indian travel market
• Identifying transformational growth drivers for our customers' business while achieving aggressive revenue targets.
• Leading interactions with our customer’s C-level and B-level contacts.
• Engaging with Global Product Leads and Product Managers to share our largest customer's challenges and foster their inclusion in alpha and beta products as this is the best way to ensure their pain points are being addressed.

• Driving thought leadership initiative for Travel ecosystem in India. Collaborating with consulting and research companies to develop a holistic point of view about the travel ecosystem.
• Experience in working with BCG, Nielsen, GfK, Ipsos, Kantar Media, Hitwise, Comscore etc.

Published Report: BCG-Google Hotel Travel Report

• Manage US travel clients to launch successful marketing campaigns globally on search, display and youtube.
• Deep-dive into opportunities to improve ROI and scale in collaboration with product specialists and sales team

• Establish APAC region with a 4 member team to grow ads business achieving a 100%+ growth for 2 consecutive years.