Summary
Overview
Work History
Education
Skills
Languages
Timeline
Generic

Ravi Shankar

gurgaon

Summary

Results-driven digital marketing professional with over 14 years of experience in performance marketing, key account management, and strategic campaign planning. Proven expertise in managing end-to-end digital marketing initiatives across e-commerce and lead generation domains. Gained in-depth industry knowledge during tenure at Google India (off-roll), with a strong grasp of platform capabilities, user behavior, and ROI-focused execution. Adept at crafting data-backed marketing strategies that drive measurable business growth. Recognized for deep understanding of the digital landscape and the ability to align marketing efforts with business goals to deliver high-impact results.

Overview

15
15
years of professional experience

Work History

Digital Marketing Consultant

Self Employed
Gurgaon
04.2019 - Current
  • Manage and optimize Google Ads, Meta Ads, and LinkedIn Ads for multiple clients across diverse industries to drive performance and growth.
  • Develop and execute full-funnel paid media strategies focused on lead generation, e-commerce conversions, and brand visibility.
  • Leverage AI tools and automation to analyse data, predict user behaviour, and make real-time, data-driven decisions for campaign optimization.
  • Use Google Analytics, Meta Insights, and LinkedIn Campaign Manager to track traffic behaviour, user interaction, and conversion paths.
  • Continuously optimize campaigns by analysing audience behaviour and applying conversion rate optimization (CRO) techniques to improve ROAS and reduce CPA.
  • Create and manage custom audience segments and retargeting campaigns to enhance engagement and conversion efficiency.
  • Conduct A/B testing on ad creatives, messaging, and landing pages to improve CTR and conversion rates.
  • Build performance dashboards and reports, translating complex data into actionable insights and strategic recommendations for clients.
  • Collaborate with clients to align ad strategy with website UX and landing page performance, ensuring a seamless user journey.
  • Stay current with industry trends, platform updates, and algorithm changes to ensure best practices and maintain a competitive edge.

Team Lead - Digital Marketing

SearchMax
Melbourne
04.2019 - 09.2020
  • Led a team of 4 Digital Marketing Executives, providing strategic direction, mentoring, and performance reviews to ensure consistent team growth and output quality.
  • Planned and executed paid media strategies across Google Ads and Meta Ads tailored to client objectives, with a focus on full-funnel planning and optimized budget allocation.
  • Developed and structured campaigns with strategic keyword planning, audience targeting, and bidding strategies to maximize performance.
  • Oversaw campaign performance and optimization, ensuring continuous improvement in key KPIs such as ROAS, CPA, and CTR.
  • Utilized GA4 for in-depth traffic and behavior analysis, enabling data-driven decisions to enhance campaign efficiency and improve ROI.
  • Implemented and managed tags via Google Tag Manager (GTM) for accurate conversion tracking and creation of custom audience segments.
  • Trained and upskilled team members on campaign optimization techniques, performance analysis, and evolving best practices across platforms.
  • Collaborated with creative teams to ensure ad creatives and landing pages aligned with targeting strategies and user intent.
  • Prepared and presented performance reports with actionable insights and strategic recommendations to clients and senior stakeholders.
  • Monitored industry trends and platform updates, proactively adapting strategies to maintain competitiveness and deliver results.

Digital Account Strategist

Google India (off-role position)
12.2017 - 04.2019
  • Consulted with leading Australian digital agencies, driving business growth through strategic product education and tailored digital marketing solutions.
  • Planned and executed high-performance digital media campaigns using Google Ads, with a focus on aligning with client goals and maximizing ROI.
  • Conducted in-depth analysis of website traffic using Google Analytics to uncover user behavior insights and guide data-driven optimizations.
  • Managed the full lifecycle of paid campaigns—including planning, setup, optimization, and post-campaign reporting—to ensure continuous performance improvement.
  • Designed and deployed advanced advertising solutions such as ad customizers, smart display campaigns, dynamic remarketing, Google Shopping, and RLSA.
  • Provided expert implementation support for AdSense and Google Tag Manager, ensuring accurate conversion tracking and seamless ad delivery.
  • Consistently optimized PPC campaigns to improve CTR, reduce CPA, increase conversion rates, and enhance keyword Quality Scores.
  • Acted as the primary point of contact for clients on ad operations, performance analytics, and campaign strategy execution.
  • Monitored platform updates and market trends to proactively adjust strategy, drive efficiencies, and maximize conversions.

Manager – Products & Digital Advertising

Newsgram
08.2017 - 10.2017
  • Managed website operations, traffic growth, monetization, SEO, SEM, SMO, and social media marketing.
  • Defined product roadmaps and strategies using PRD and MRD frameworks.
  • Proposed product enhancements to improve user experience and page views.
  • Improved site performance through AWS services (image bucket, CloudFront CDN).
  • Analysed data, user behaviour, and traffic to drive high registrations and page views.
  • Collaborated with Technology, QA, Design, and UI teams for product development.
  • Designed and executed paid campaigns on Facebook and Twitter to increase engagement.
  • Led product marketing strategies (SEO, SEM, SMO, content), including ad campaigns and Google AdWords.
  • Achieved traffic targets via organic, paid, social media, and email marketing.
  • Optimized search rankings through SEO; formed strategic partnerships for market share.
  • Implemented social sharing (FB, LinkedIn, Twitter, email) for enhanced engagement.
  • Explored new market segments and suggested innovative product ideas.
  • Conducted competition analysis, produced MIS reports, and explored alternative traffic sources.
  • Enhanced customer satisfaction by resolving disputes promptly, maintaining open lines of communication, and ensuring high-quality service delivery.

Deputy Manager – Growth Projects (Digital)

Ping Digital Broadcast Pvt Ltd
06.2016 - 07.2017
  • Spearheading efforts as Deputy Manager (Growth Projects) - Youtube channel Acquisition/Management, content sourcing & distribution, SEO, Digital Campaign management - SEM, PPC, Display ads, Video marketing, Social Media campaigns for brands & Ad-Operations.
  • Video Content Syndication/Distribution on multiple platforms.
  • Suggesting product enhancements to improve user experience.
  • Performing quality assurance controls on products.
  • Plan and execute all web, SEO, SEM, PPC, social media and display advertising campaigns for Brands.
  • Working & functional knowledge of Google search console& Robots.txt.
  • Devising strategies to drive online traffic to websites & monetizing them through ads & affiliate programs.
  • Ad-codes implementation on websites.
  • Coordinating with internal team for creation of digital content (e.g. website & blogs).
  • Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs).
  • Identify trends and insights, and optimize spend and performance based on the insights.
  • Brainstorm new and creative growth strategies.
  • Plan, execute, and measure experiments and conversion tests.
  • Pitching YouTube partnership program to video content creators.
  • Responsible for creating media planning & buying for internal & external projects.
  • Managing Ad-word campaigns for videos views & display networks.

Assistant Manager – Alliances

MyFreeTv.in
12.2015 - 05.2016
  • Company Overview: Technology Start-up
  • Spearheading efforts as Assistant Manager (Alliances) - for mobile content & mobile ad sales in handling the gamut of VOD service In-Transport & Other responsibilities include:
  • Actively involved in setting up the operations across verticals for offline & online media streaming product.
  • Actively involved in all technical feasibilities related to mobile-ad partner integration, Application hosting, product enhancement.
  • Identifying and exploring alliances with content providers to acquire content like movies, live shows/plays, comedy, video songs, new talents & famous you-tubers.
  • Liaison with Government and Private operators in the travel industry for tie-ups and further market penetration.
  • Identifying and exploring alliances with mobile ad-networks, ad-aggregators and direct to advertisers to advertise with us.
  • Managing business relationships with mobile ad-networks, advertisers, content & technology partners.
  • Create and present product demo, business case, discuss and negotiate commercials leading to MoU sign off.
  • Managing Payouts and relationships with content partners and advertisers.
  • Strategic business planning, content/media alliances & partnerships, AOP planning & execution, interaction & presentation to C level management teams of clients.
  • Technology Start-up

Key Account Manager

Shemaroo Entertainment Ltd
09.2011 - 12.2015
  • Spearheading efforts as Key Account Manager in handling the gamut of Aircel, Videocon & Uninor-Pan India for WAP Service (mobile application where multimedia content are being showcased and sold to telecom customers), caller tune (CRBT), IVR, voice services on various platforms at Corporate Offices of Aircel, Videocon &Uninor.
  • Led key account management for Aircel, Videocon, and Uninor (Pan-India) managing WAP, CRBT, IVR, and voice services.
  • Coordinated with telecom operators' technical, commercial, and marketing teams to drive service/product integration and positioning.
  • Initiated product proposals, negotiated commercials, and secured MoU sign-offs with telecom operators and content providers.
  • Managed partnerships with telcos, content providers, and technology partners, including payouts and relationship management.
  • Developed and executed multimedia content promotions via OBD, SMS, IVR, and mobile marketing for WAP and caller tune services.
  • Analysed daily online campaigns for revenue enhancement and improved productivity.
  • Monitored customer behaviour, implementing incentive schemes to boost conversions.
  • Managed daily MIS reports and business analysis for ongoing products/services.
  • Collaborated with internal teams to monetize mobile content through ad-networks.
  • Strong understanding of YouTube video monetization.

Associate Business Operation

One97 Communication Pvt Ltd
Noida
10.2010 - 08.2011
  • Acted as onsite resource and primary point-of-contact for Idea Cellular, maintaining strong client relationships.
  • Managed client communications, conflict resolution, and ensured compliance with deliverables and revenue targets.
  • Accountable for One97’s revenue generation and payment collections from Idea Cellular.
  • Scheduled and executed promotional campaigns for Voice and SMS products across SMS, OBD, and IVR channels.
  • Managed static IVR services, coordinating with backend teams for daily updates and maximum uptime.
  • Oversaw end-to-end communication between Idea Cellular and One97 for all voice and SMS products, addressing issues pre- and post-launch.
  • Ensured consistent topline growth for One97 products.

Education

B.E - E & TC

SRES College of engineering
Kopargaon, Pune
01.2009

Skills

  • Digital marketing strategy
  • Performance marketing
  • Lead generation
  • E-commerce marketing
  • Full-funnel execution
  • Key account management
  • Marketing analytics
  • ROAS optimization
  • CPA management
  • LinkedIn advertising
  • Google Analytics expertise
  • Google Tag Manager proficiency
  • audience segmentation
  • Project management skills
  • Performance optimization strategies
  • Creative strategy development
  • Client collaboration techniques
  • Market research methodologies
  • Client service excellence
  • Problem-solving skills
  • Product management expertise

Languages

  • English
  • Hindi

Timeline

Team Lead - Digital Marketing

SearchMax
04.2019 - 09.2020

Digital Marketing Consultant

Self Employed
04.2019 - Current

Digital Account Strategist

Google India (off-role position)
12.2017 - 04.2019

Manager – Products & Digital Advertising

Newsgram
08.2017 - 10.2017

Deputy Manager – Growth Projects (Digital)

Ping Digital Broadcast Pvt Ltd
06.2016 - 07.2017

Assistant Manager – Alliances

MyFreeTv.in
12.2015 - 05.2016

Key Account Manager

Shemaroo Entertainment Ltd
09.2011 - 12.2015

Associate Business Operation

One97 Communication Pvt Ltd
10.2010 - 08.2011

B.E - E & TC

SRES College of engineering

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Ravi Shankar