Pravallika Kusuma

Client: P&G

• Managed sponsored ads campaigns for $100+mn revenue FMCG Brands across Japan, UAE, Australia, and KSA markets for Amazon, Woolworths, and Coles.
• Maintained, monitored and optimized the existing campaigns by forecasting and allocating the budget. Created new PPC campaigns by performing deep market research.
• Launched the PPC campaigns into autobidder by enabling the strategy-driven ROAS and SOV bidding modules, parameters, and budget pacing.
• Analyzed campaign performances and worked on insights to provide optimization recommendations to boost ROAS, CPA, DPVR, S-score, and CTR by ensuring 99% budget utilization.
• Maximized brand's potential on Amazon, Woolworth, and Coles by leveraging bidding strategies, targeting types, ad placements, negative targeting, and keyword research.
• Optimized campaigns with regards to target audience, peak hours, budget reallocation by performing detailed data analysis.
• Effectively tackled the underspending issue for a high performing ASIN by identifying the landing page issue and saved $10+mn in revenue.
• Experienced in handling traffic and budgets during KCP's like Prime Day, Cyber Monday, Black Friday, and 11-11, etc.
• Spearheaded end-to-end brand communication, planning, execution, maintenance, and monitoring of the PPC campaigns for the launch of Amazon KSA.
• Accomplished a 4X ROI while ensuring the share of voice and impressions share for KSA Oral Care.
• Conducted automated tests and A/B testing to gain insights on customer interactions.
• Maintained the records of potential issues encountered with the sponsored products and created an SOP for Woolworths and Coles launch, daily operations, and pain points.
• Aided cross-functional teams in automating the daily tasks, extracting the data from the database to generate reports using Python and SQL.
• Collaborated regularly with BDM and agencies for fortnightly, monthly, quarterly, and yearly connects to share the customized performance reports using Tableau for the BAU and KCPs.
• Communicated with stakeholders to ascertain requirements, delegate tasks, and ensure smooth delivery.