RADHA IYER
Bengaluru
Summary
Dynamic marketing leader with 14 years of experience and a proven track record with CJ Affiliate, driving a 25% increase in publisher recruitment.& growth in APAC region. Expert in affiliate marketing, performance marketing, Search & Display Ad campaigns and client management, I excel in crafting GTM strategies and leading teams to achieve revenue growth. Passionate about optimizing performance through data-driven insights and collaborative efforts.
Overview
14
14
years of professional experience
Work History
Head - Publisher Growth Manager
CJ Affiliate
Bangalore
01.2022 - Current
- Developed and executed recruitment initiatives to expand the performance partner network in APAC, resulting in a 25% increase in new publishers in a year.
- Managing enterprise partners, such as affiliate networks, coupon and cashback partners, programmatic and ad tech networks, involved in negotiating favorable terms and ensuring their ongoing satisfaction and engagement, and increasing client engagement by 15% year over year.
- Creating new GTM strategies for APAC to identify demand and supply, driving over $100 million in GMV for affiliate marketing for CJ Affiliate.
- Worked on key partner strategy for Cashrewards, Shopback, TopCashback, Rakuten Rebates, GrabOn achieved 45% affiliate program adoption rate
- Pioneered a successful Salesforce recruitment pipeline, coordinating with cross-functional teams, that resulted in onboarding clients 30% faster.
- Managing a team of leads and analysts, providing guidance, training, and support to drive optimal performance, and achieve revenue goals – 6% growth in profitability.
- Created measurable frameworks in the form of OKRs and KPIs to assess proficiency and drive improvements in output.
- Developed comprehensive guidelines for enhancing network quality and ensuring compliance across the publisher network in APAC and globally.
Head - Digital Marketing Lead
BuyUrTicket.COM
08.2018 - 11.2021
- Strategizing the complete performance marketing plan for various paid acquisition channels, such as search ads (SEM), Meta ads, email, lead aggregators, and affiliate management, while managing over $1 million in ad spend per quarter.
- Preparing strong acquisition funnels and analyzing end-to-end customer experience across multiple channels and customer touchpoints for speaker events like Tony Robbins, Robert Kiyosaki, Grant Cardone, and SuccessGyan, resulting in achieving 5X ROAS.
- Measure and report the performance of all digital marketing campaigns, and assess against goals (ROI and KPIs) using tools like Google Analytics, Sprout Social, and Hootsuite.
- Leading the complete team of BuyUrTicket.COM towards consistent growth across all digital platforms
- Planning and executing performance campaigns across multiple media buying channels, like MediaMath, Outbrain, and Adroll, achieving 2.5X ROAS across the EU.
- Collaborate with internal teams to create landing pages, and optimize the user experience.
- Leading the CRM team for higher customer retention, and improving brand loyalty.
- Designing a performance-based review and appraisal process for the team.
Senior Digital Marketing Strategist
Scion Social
Bangalore
12.2016 - 01.2018
- Strategizing and executing SEM Google Ads and META campaigns for 3M, BNI Global, Success Resources, Tony Robbins, Robert Kiyosaki, and Grant Cardone on Google AdWords, GDN, Meta Ads Manager, and Adroll.
- Implemented remarketing campaigns using Google Ads and other platforms to reach past visitors with personalized offers, increasing new customer acquisition and retention by 45%.
- Formulating costing analysis for clients across the EU and APAC for better ROI-based campaigns, decreasing CAC costs by 25%.
- Training and mentoring the digital marketing team on PPC campaigns and portals for better performance.
- Created and implemented a comprehensive digital marketing strategy to increase brand awareness and website traffic.
Specialist - Digital Channel Marketing
Hubzu.com
Bangalore
09.2014 - 09.2015
- Strategizing and monitoring SEM, PPC, and display campaigns for Hubzu.com over the North American geography, handling ad spends of over $3 million per quarter..
- Devised targeted strategies for SEM and display advertising campaigns to maximize ROI.
- Conceptualizing display creatives and segmenting them for campaigns
- Analyzing Google Analytics trends for conclusive learning of performance campaigns for improving ROAS.
- Responsible for designing viral campaigns for Hubzu.com to increase brand value
Assistant Manager - Digital Marketing
Babyoye.com
03.2012 - 08.2014
- Responsible for maintaining & managing paid campaigns via socials, display & branding campaigns of babyoye.com
- Logically structuring campaigns across Facebook & GDN Display Channels, thereby increasing the ROI & Conversion rate by 75%
- Managing & Monitoring Display campaigns across GDN & AOL
- Conceptualizing & Structuring e-mailers to a well-analyzed target base
- Studying Google Analytics, traffic trends from various sources and incorporating such data for conclusive learning to optimize the campaigns further
- Scaled the Facebook page virality to 80000 people by running contests, Q&A sessions, expert advices etc
- Re-designed & conceptualized the branding strategy for babyoye.com
- Ideated & executed Babyoye ENGAGE - An Online Baby & Parenting Community Website
- Successfully launched & managed various social initiatives - Babyoye Calendar Hunt 2013 & 2014, Breastfeeding Awareness Campaign & CSR Activities
- Designed the radio mirchi ad concept and jingle for babyoye.com
Communication Executive and Executive Assistant
Reliance Ltd
Mumbai
01.2011 - 02.2012
- Responsible for coordination between BP and Reliance Industries Ltd. officials and jointly assisting the Sr. Vice President and Head of Exploration in managing and coordinating with high-level government officials and executives.
- Organized major conferences and meetings on behalf of Reliance E&P with multinational companies like Schlumberger, Western Geco, and Oil India Ltd.
- Working with the discoverer of the world's largest gas discovery (KG-D6), Dr. Rabi Bastia is handling the complete Exploration and Production team of Reliance Industries Ltd.
- Majorly helped in directing communication with BP (British Petroleum) executives, internal managers, and consultants.
Marketing Research / Online PR Executive
Packt Publishing
Mumbai
01.2009 - 10.2010
- Responsible for implementing complete marketing campaigns for Packt titles by developing and executing comprehensive marketing plans to ensure that books receive maximum visibility online
- Generated 16,000 visits referring back to Packt website, which was a 100% increase over the previous record held by another Marketing Research Executive
- Organized and managed Packt's sponsorship for the esteemed Drupal San Francisco conference 2010
- Received the 'Employee of the Month Award' for October 2009
- Promoted to Marketing Research Executive level 2 in Sept 2009
- Assigned additional duties of a 'Specialist Open Source Trainer' responsible for training Marketing Research Executives
Education
Master of Commerce - Marketing & Information
Mumbai University
09.2012
Bachelor of Commerce - Marketing & Commerce
Mumbai University
03.2008
H.S.C. -
Maharashtra State Board
02.2005
S.S.C. -
Maharashtra State Board
03.2003
Skills
- Affiliate Marketing
- Revenue Growth Strategist
- Performance marketing
- Client & Partner Management
- GTM Strategy
- Team Leadership
- Facebook Ads Manager
- Google Adwords
- Google Analytics
- Outbrain
- MailChimp
- Hootsuite
- Salesforce
- Google Search Console
- Cross-functional collaboration
- Project management
Personal Information
Date of Birth: 12/15/87
Affiliations And Awards
- Volunteer with the Greenpeace organization
- Received 'Swami Vivekananda' award at V.K. Krishna Menon College for the Best Debater category.
- Was a part of V.K. Krishna Menon College 'Students Council' during 2005-2008.
- Participated in various inter-collegiate & extra-curricular activities.
Tools Known
MailChimp, SharpSpring, SendinBlue, GetResponse, Facebook Ads Manager, Google Adwords, Google Analytics, Outbrain, Hootsuite, Canva, Coschedule, Salesforce, ClickFunnels, Funnelytics, Monday.com, Asana, SEMrush, Google Search Console, Ahrefs
Affiliations
- PADI Certified Scuba Diver
- Bibliophile
Accomplishments
- CJ Mountain Mover Award 2023
- Best Strategist Award - BuyUrTicket.com
- 'Employee of the Month' Packt 2009
Languages
English
First Language
Hindi
Proficient (C2)
C2
Marathi
Advanced (C1)
C1
Kannada
Upper Intermediate (B2)
B2
Tamil
Advanced (C1)
C1
Telegu
Upper Intermediate (B2)
B2
References
References available upon request.
Timeline
Head - Publisher Growth Manager
CJ Affiliate
01.2022 - Current
Head - Digital Marketing Lead
BuyUrTicket.COM
08.2018 - 11.2021
Senior Digital Marketing Strategist
Scion Social
12.2016 - 01.2018
Specialist - Digital Channel Marketing
Hubzu.com
09.2014 - 09.2015
Assistant Manager - Digital Marketing
Babyoye.com
03.2012 - 08.2014
Communication Executive and Executive Assistant
Reliance Ltd
01.2011 - 02.2012
Marketing Research / Online PR Executive
Packt Publishing
01.2009 - 10.2010
Master of Commerce - Marketing & Information
Mumbai University
Bachelor of Commerce - Marketing & Commerce
Mumbai University
H.S.C. -
Maharashtra State Board
S.S.C. -
Maharashtra State Board
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