Sashikanth Somayajula
Hyderabad
Summary
Dynamic Digital Marketing Leader with over 10 years of extensive experience, driving impactful results through advanced Google Ads optimization and data-driven performance marketing. Expertise lies in developing sophisticated campaign strategies and leveraging real-time bidding techniques to ensure maximum ROI across diverse digital channels. Skilled in budget allocation and performance tracking, consistently enhancing operational efficiency and business growth. A proven track record in mentoring high-performing teams and managing complex client portfolios ensures strategic alignment and successful execution of marketing objectives. Committed to staying ahead of digital trends, delivering superior campaign performance in a competitive landscape.
Overview
15
15
years of professional experience
2013
2013
years of post-secondary education
3
3
Languages
Work History
Digital Media Specialist
Google Operations Center
08.2019 - 12.2024
- Managed end-to-end trafficking of direct and programmatic ad campaigns via Google Ad Manager, ensuring accurate targeting, and timely delivery.
- Strategically managed and optimized performance across diverse marketing channels, including search and programmatic display.
- Configured line items, creatives, and targeting parameters across multiple ad units, while adhering to client SLAs and brand safety guidelines.
- Conducted performance analysis using GAM reports to optimize revenue across direct-sold and remnant inventory.
- Increased ad yield by implementing dynamic allocation and fine-tuning price floors across inventory.
- Designed and maintained ad inventory hierarchies (ad units, placements, key-values) for scalable campaign execution.
- Worked with SSPs and DSPs via Google Ad Manager to manage programmatic demand, enhancing monetization strategies.
- Ensured all creatives met Google and publisher policies, including ad quality, HTTPS, and MRC viewability standards.
- I troubleshot ad delivery issues using Google Publisher Console, Ad Inspector, and browser dev tools to identify discrepancies or misconfigurations.
- Resolved discrepancies between 1st-party (GAM) and 3rd-party tracking systems (e.g., DCM, IAS, Moat).
- Worked with HTML5, VAST/VPAID tags, and responsive ad formats across desktop, mobile, and in-app environments.
- Integrated Google Ad Manager with other platforms, such as Google Analytics, AdSense, and Ad Exchange, for streamlined insights and monetization.
- Supported header bidding and Open Bidding implementations for increased competition and revenue uplift.
Senior Process Executive
Cognizant
10.2018 - 08.2019
- Addressed and resolved complex Google Ads performance issues, particularly in mobile app campaigns, by identifying root causes and implementing effective solutions.
- Managed CPC (Cost-Per-Click) effectively, driving conversions through strategic budget allocation and precise audience targeting.
- Collaborated with high-budget clients to provide tailored account optimization solutions, enhancing ROI through comprehensive campaign analyses.
- Mentored and trained new team members, ensuring team competency in Google Ads management and campaign strategies.
- Analyzed performance metrics to develop insights for continuous improvement in campaign efficiency.
Digital Marketing Specialist
Inspired Sports India Pvt Ltd
03.2018 - 10.2018
- Drove revenue growth through strategic campaign management, accelerating performance in a competitive e-commerce landscape.
- Oversaw end-to-end campaign lifecycle, ensuring meticulous execution and continuous optimization to consistently exceed revenue targets.
- Directed advertising across diverse channels, including Google Ads and major social media platforms, maximizing reach and engagement.
- Conducted in-depth data analysis to derive actionable insights, implementing real-time adjustments for optimized campaign effectiveness.
- Enhanced website performance through comprehensive SEO strategies, improving organic rankings and driving qualified traffic.
Assistant Manager Digital Media
Patient Focus Pvt Ltd (Celes Care)
08.2016 - 03.2018
- Leveraged data analytics to inform digital marketing strategies and optimize campaign performance.
- Monitored key performance indicators (KPIs) to identify trends and insights, implementing data-driven adjustments for maximum ROI.
- Planned, executed, and optimized digital marketing campaigns across paid search, social media, display, and email marketing.
- Managed budgets effectively, ensuring alignment with key marketing objectives and campaign success.
- Collaborated with cross-functional teams to enhance marketing strategies and elevate brand awareness.
Digital Marketer
Trewport Technologies Ltd
07.2014 - 08.2015
- Developed and executed comprehensive digital marketing strategies to enhance brand visibility and engagement.
- Optimized Google Ads campaigns, achieving significant improvements in ROI and overall performance metrics.
- Conducted in-depth data analysis to inform budget allocation and campaign adjustments, maximizing resource utilization.
- Mentored and led a team of digital marketers, fostering a collaborative environment focused on innovation and results.
- Implemented advanced performance tracking techniques, ensuring alignment with KPIs and driving continuous improvement.
SEO/SEM, SMO/SMM, Content Team Lead and Editor
Adeon Media
04.2013 - 05.2014
- Led SEO/SEM, SMO/SMM initiatives, boosting organic traffic and engagement.
- Developed and executed high-impact content strategies to enhance brand visibility.
- Managed campaign strategies, optimizing Google Ads for higher ROI and performance.
- Mentored and guided a team of content creators, ensuring quality and consistency.
- Analyzed data trends to refine marketing approaches and improve lead generation.
Staff Writer
Progressive Digital Media
01.2012 - 03.2013
- Developed and executed targeted content strategies to enhance brand visibility and engagement.
- Conducted comprehensive keyword research to optimize content for search engines.
- Collaborated with cross-functional teams to align content initiatives with broader marketing goals.
- Analyzed content performance metrics to refine strategies and improve ROI.
- Mentored junior writers, fostering a collaborative and innovative writing environment.
Marketing and Client Service Manager
Portrayal Advertising Agency
11.2009 - 11.2011
- Leveraged data analytics to drive digital marketing strategies and optimize campaign performance.
- Monitored key performance indicators (KPIs) to identify trends and implement data-driven adjustments.
- Planned and executed multi-channel digital marketing campaigns, including paid search and social media advertising.
- Managed budgets effectively while collaborating with cross-functional teams to achieve key marketing objectives.
- Enhanced campaign performance through rigorous analysis and continuous optimization efforts.
Education
MBA -
PGRRCDE
B.Sc - MiBC
Bhavan’s New Science college
Skills
- DFP
- Microsoft Excel
- Microsoft Office
- Google Ads Optimization
- Bid Management (Manual & Automated)
- Keyword Research (Positive & Negative)
- Ad Copy A/B Testing
- Landing Page Optimization
- Quality Score Improvement
- Google Search Ads
- Google Display Network (GDN)
- YouTube Ads
- Real-Time Bidding (RTB)
- Automated Ad Buying
- Performance Marketing
- PPC
- Google Analytics
- Data Analysis
Timeline
Digital Media Specialist
Google Operations Center
08.2019 - 12.2024
Senior Process Executive
Cognizant
10.2018 - 08.2019
Digital Marketing Specialist
Inspired Sports India Pvt Ltd
03.2018 - 10.2018
Assistant Manager Digital Media
Patient Focus Pvt Ltd (Celes Care)
08.2016 - 03.2018
Digital Marketer
Trewport Technologies Ltd
07.2014 - 08.2015
SEO/SEM, SMO/SMM, Content Team Lead and Editor
Adeon Media
04.2013 - 05.2014
Staff Writer
Progressive Digital Media
01.2012 - 03.2013
Marketing and Client Service Manager
Portrayal Advertising Agency
11.2009 - 11.2011
B.Sc - MiBC
Bhavan’s New Science college
MBA -
PGRRCDE
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