PRIYANKA ROY
Bangalore
Summary
Corporate professional with 7.5+ years of experience, currently a programmatic media analyst for 2 years. Expert in analyzing media campaigns and optimizing programmatic strategies using data analytics tools. Seeking challenging role in display and search campaign management.
Overview
8
8
years of professional experience
Work History
PROGRAMMATIC MEDIA ANALYST
TARGET CORPORATION
Bangalore
12.2022 - Current
- Executed successful advertising initiatives on behalf of renowned companies like L'oreal, Unilever, Huggies, Jansport and Spanx by overseeing large to medium DSP tagged and non- tagged campaigns ranging between $75K - $500K in budget.
- Optimized campaign performance across multiple platforms, including Google Ad Manager, Meta Ad Manager, Pinterest, Snapchat, and The Trade Desk, through tactical modifications in budget management, bid optimization, audience targeting, ad frequency, and CTR optimization.
- Contributed to the creation of the weekly campaign health report and engaged in regular calls with Account managers to assess account performance.
- Delivered brand KPIs by collaborating with account managers on key holiday events such as Black Friday, Cyber Monday, and Back to School.
- Mentored new employees on operational procedures.
ACCOUNT SPECIALIST
AMAZON DEVELOPMENT CENTER
02.2019 - 11.2022
- Managed and developed EU paid search campaigns for large and small-scale accounts from different verticals, like beauty and pets.
- Collaborated on advertiser calls to strategize campaigns based on target metrics like ACOS, ROAS, and Brand awareness.
- Implemented strategic optimizations during seasonal events like BFCM and Prime Day, leading to a 333% surge in Amazon Ad revenue.
- Lead and managed 14 EU clients in collaboration with 11 EU stakeholders for sponsored display managed services, which helped the accounts achieve 50-90% new-to-brand customers, 60-380% increase in impressions, and 62-107% increase in account-level sales.
- Earned advertiser trust and expanded Sponsored display program to other locales, securing £25K incremental SD revenue .
- Achieved an average optimizer quality score of 98.7% in the past three years by maintaining the highest standards in campaign hygiene setup and management.
- Contributed to various pilot projects, including account reactivation, bidding tool testing, and auditing of non-adopted team recommendations and executed successful workflow management POC for Q4 2022.
INSIDE SALES EXECUTIVE
HEALTHIFYME PVT. LTD.
Bangalore
02.2018 - 01.2019
- Successfully generated leads using a combination of inbound and outbound calls, along with email outreach.
- Utilized consultative selling skills to deliver healthcare solutions by thoroughly analyzing customer needs.
- Handled all customer inquiries and resolved objections with exceptional quality, quantified at a minimum of 90% success rate
BUSINESS DEVELOPMENT EXECUTIVE
ICT HEALTH PVT. LTD
Bangalore
05.2016 - 12.2017
- Successfully performed lead generation through field visits across India and inbound/outbound calls.
- Pitched customized solutions and conducted first-level product demo to prospects.
- Drafted proposals in collaboration with internal teams.
- Facilitated company growth through the closure of a significant 25-30L deal, contributing to overall revenue.
- Demonstrated company's expertise in the healthcare industry through representation at various events and conferences.
Education
B.COM HONS. (MARKETING) -
ST.XAVIER'S COLLEGE, KOLKATA
05.2016
ISC, COMMERCE -
ST. VINCENT'S HIGH & TECHNICAL SCHOOL
05.2013
ICSE, SCIENCE -
LORETO CONVENT, ASANSOL
05.2011
Skills
- Performance marketing - Bid and Budget optimization, Audience Insights and Ad Adjustments
- Amazon Paid search marketing- Campaign set up and optimization for Sponsored Product, Brand and Display ads
- Proficient in Digital Advertising Platforms like Amazon console, Amazon seller central, Google Ad Manager, The Trade Desk, Facebook/Meta Ad manager, Snapchat and Pinterest
- Stakeholder Relationship Management, Cross-Functional Collaboration, Product Innovation, Ownership and Delivery with highest standards
Accomplishments
Target:
- Increased 70% revenue Year over year for Disc-lite accounts through effective pacing and performance optimizations.
- Secured incremental budget ranging from $30K- $100K by identifying upsell opportunities which contributed to increasing category's revenue YoY by 80-100%.
Amazon:
• Received highest positive sentiment VOCs across all
Locales in wk28-wk32, 2020 .
• Won 'sprint' award for highest productivity and
adoption rate in wk45-47, 2020.
• Won 'on time fire' award for best weekly budget
utilization in wk 45, 2021.
• Documented and implemented 'target status filter'
in Amazon's internal tool which helped eradicate
paused target bid recommendations improving
customer experience and individual optimizer's
quality score by almost 50%.
• Received accolades from Amazon UK stakeholders
for effective partnership, ownership, bias for action
and customer obsession.
ICT HEALTH Technology Services India Pvt. Ltd :
• Awarded ' Employee of the Month ' for closing deal
of ticket size ranging between 25L-30L .
Timeline
PROGRAMMATIC MEDIA ANALYST
TARGET CORPORATION
12.2022 - Current
ACCOUNT SPECIALIST
AMAZON DEVELOPMENT CENTER
02.2019 - 11.2022
INSIDE SALES EXECUTIVE
HEALTHIFYME PVT. LTD.
02.2018 - 01.2019
BUSINESS DEVELOPMENT EXECUTIVE
ICT HEALTH PVT. LTD
05.2016 - 12.2017
B.COM HONS. (MARKETING) -
ST.XAVIER'S COLLEGE, KOLKATA
ISC, COMMERCE -
ST. VINCENT'S HIGH & TECHNICAL SCHOOL
ICSE, SCIENCE -
LORETO CONVENT, ASANSOL