Ritushree Ganguly
Mumbai
Summary
With over 10 Years of experience, Web-savvy Digital marketing expert with proven knowledge in planning and coordinating marketing programs with the goal of maximizing profits. In-depth understanding of identifying customer needs and industry trends to assist in planning and executing strategic marketing plans.
Overview
12
12
years of professional experience
Work History
Senior Performance Marketing Manager
HomeLane
02.2022 - Current
- Drove performance as well as brand marketing campaigns to support key business initiatives across social media, display & partnered channels
- Collaborated with Tech and Product Teams for various partner integrations like Amazon, Flipkart, Meta Capi, LinkedIn, and Zapier with our backend Salesforce tool for smooth data flow
- Grew Facebook as a channel by 1.5x within a span of 2 months and by 3.5x in 5 months by taking the initial 9-city plan to 32 cities using conversion and lead gen campaigns
- Launched new channels of Performance Max, Quora, Taboola, Amazon ads, and Criteo to get 1.5x incremental Leads
- Measured and reported the performance of all digital marketing campaigns, assessed against ROI(Order Booked), and improved L2I and L2M
- Grew Meta by reducing CPSL by 0.8x and 33% jump in quality leads(in-scope)
- Provided weekly updates on digital marketing campaigns to upper management, discussing strategic initiatives and methods for improvement
- Singlehandedly led projects like Click to call landing page, and Vernacular landing pages for improving V2L
- Executed SMS, WhatsApp, and emailer campaigns on Webengage for customer retention via Haptik, Aisensy
- Drove cross-functional collaboration with internal as well as external stakeholders with a focus on quality & timely service delivery.
Performance Marketing Manager
WhiteHatJr
07.2020 - 02.2022
- Successfully led Coding Category by strategizing and managing campaigns on Facebook, Google Ads, Affiliate, LinkedIn, Bing, across USA, Canada, Australia, New Zealand, UK & Singapore with nominal CAC
- Managed a total budget of 25-30lacs per day and optimized CPR and CPL daily for International as well as India campaigns
- Kept Senior leadership abreast with funnel reports at campaign, ad-set and ad level on weekly basis highlighting opportunities for continuous improvement
- Successfully improved class completion of India coding Facebook account from an average of 6% to 16% within span of 1.5 months by running English as well as vernacular campaigns
- Time-to-time performance scanning to avoid audience saturation and higher frequency for custom and lookalike audiences across CPB, CPR, and CPL (Trial completion) campaigns for both Mobile and Desktop
- As a project, managed the UK and launched Ireland as a business by setting up end-to-end processes, strategy, and execution to help grow the scale by 2x on Coding and 1.2x on Music at improved CTR's and CPR's
- Campaign planning and execution for Fb app ads with a 5.5% growth in CC using AAA and Install campaigns
- Reduced USA and Canada campaign CPR's by 30% and India campaigns by 12% by timely checking funnel and stopping the non-performing sets.
- Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
Digital Marketing Manager
Bewakoof.com
07.2019 - 01.2020
- Performance-driven Campaign management with objective of lowest cost and higher returns by monitoring ROI of affiliate and social media marketing efforts
- Maintained continuous checks on CPA, ROAS and CVR metrics by optimizing campaigns timely based on brand trends
- Developed standard operating procedures and document workflows for current and future process steps
- Initiated Influencer Program by collaborating on multiple platforms
- Handled a team to develop and drive our own OKR's and ensured the team is up-to-date with the performance of the campaign.
Digital Marketing Manager
PIRAMAL ENTERPRISES LIMITED
09.2017 - 06.2019
- Managed digital projects for 21 Brands from initial conceptualizing through final implementation
- Planning, governing & evaluating various stages of digital media marketing campaigns using multiple platforms like Facebook, Instagram, Affiliates, Search, Display etc by measuring and reporting the performance
- Managing social media content by creating calendar, ORM for the brands, SEO for the sites and building strategic plans by timely proposing new potential marketing deals
- Worked closely day to day with Brand teams to develop brand website and create social media pages to promote businesses by getting the best deal for the company
- Led and managed agencies to plan and implement project tasks meeting timelines and exceeding expectations
- Worked on AOP strategies and presented to the senior management teams for suggestions so as to have an improvised approach on Digital
- Resolved conflicts and negotiated agreements between parties in order to reach win-win solutions to disagreements and clarify misunderstandings.
Digital Media Manager
OMD, OMNICOM MEDIA GROUP
04.2015 - 08.2017
- Administered the entire media campaign which involved responsibilities as conceptualizing & strategizing road map by efficient media planning & buying initiatives for clients
- Evaluating effectiveness of campaigns, recommending appropriate media platforms for communication basis the client's marketing goal and executing the campaign
- Planned and acquired media for multiple digital channels, including Facebook, YouTube, Affiliate partners etc
- Resolved servicing related problems by improving operations and provided exceptional client support
- Maximized strategic approaches by keeping close eye on performance and making appropriate adjustments to create maximized revenues and meet client's ROI
- Provided weekly updates on digital marketing campaigns to clients, discussing strategic initiatives and methods for improvement.
Jr Media Planner & Buyer
FCB ULKA INTERACTIVE
11.2012 - 04.2015
- Creating Media plans and strategies for Advertisers by using media vehicles like Display, video, Mobile etc for Branding or Lead based Campaigns
- Assisted the team in evaluating and designing innovative promotional campaigns to create brand awareness and accomplished brand marketing objectives
- Evaluating media effectiveness and maintained constant reporting by optimisation for clients
- Produced and submitted weekly reports outlining progress against KPI objectives
- Brands Handled - Kansai Nerolac, Amul, Mahindra Trucks, Kamasutra.
Education
Bachelor of Mass Media: Advertising -
G.N.Khalsa College
Mumbai04.2012
Skills
- Social Media Marketing
- Customer Acquisition
- Data Analytics & KPI Tracking
- Strategic Planning
- Team Management
Languages
English
Hindi
Marathi
Bengali
Timeline
Senior Performance Marketing Manager
HomeLane
02.2022 - Current
Performance Marketing Manager
WhiteHatJr
07.2020 - 02.2022
Digital Marketing Manager
Bewakoof.com
07.2019 - 01.2020
Digital Marketing Manager
PIRAMAL ENTERPRISES LIMITED
09.2017 - 06.2019
Digital Media Manager
OMD, OMNICOM MEDIA GROUP
04.2015 - 08.2017
Jr Media Planner & Buyer
FCB ULKA INTERACTIVE
11.2012 - 04.2015
Bachelor of Mass Media: Advertising -
G.N.Khalsa College
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