SEREEN THOTTAN

Roles and Responsibilities

Digital Strategy

• Design and implement digital strategy to bring conversions and onboard complete profiles from 4 designated states- KL, TN, AP and KA
• Create media plan that encompasses different channels to achieve business goals

Performance Marketing

• Optimal use of performance marketing to achieve revenue for the business
• Optimize the campaigns and work with campaign managers to achieve business goals
• Weekly, monthly, and quarterly analysis of campaign performance, goals achieved, and revenue from various channels
• The objective is to reduce Cost Per Acquisition across markets
• Plan monthly and quarterly media plans for all markets to achieve business goals- Gender Based Profiles, Community-Based Profiles, Geography Based Profiles, etc.
• Create Ads in diversified Ad platforms- Meta App Ads, UAC Campaigns, Play Store and App Store ads, YouTube Awareness to conversions, etc.
• Implement Advanced Analytics and Tracking
• A/B Testing of campaigns and recommendations to the creative team
• Influencer Marketing

SEO

• Build SEO strategy
• Coordinate with respective teams to get it executed
• Provide reports to measure the organic performance across all markets

ASO and Social Media

• Social Media Optimization and Social Media Quarterly Plan for all markets
• Evaluate Alliances & Partnership for promoting M4Marry product and services
• Build an influencer marketing program that helps drive awareness and engagement with the brand and products

AFFILIATE AND OTHER

• Coordinate with external agencies or vendors for affiliate, WhatsApp, and other marketing opportunities

Others

• Explore new markets like UAE, GCC, UK and USA

ACHIEVEMENTS

• Developed and maintained relationships with customers and suppliers through account development
• Accomplished multiple tasks within established timeframes
• Cross-trained existing employees to maximize team agility and performance
• Maximized performance by monitoring daily activities and mentoring team members
• Improved marketing to attract new customers and promote business
• Monitored and analyzed business performance to identify areas of improvement and make necessary adjustments
• Controlled costs to keep business operating within budget and increase profits

SEO | SMO | Google Ads | Website Revamp | Content Development
Maintained Google and Bing Webmaster Tools accounts and monitored for crawling and indexing issues.

• Performed ongoing keyword discovery, expansion and optimization to increase organic search footprint and drive relevant site traffic.
• Collaborated with team to investigate critical SEO-related issues and provided impactful solutions.
• Planned, ran and analyzed client PPC initiatives and campaigns to increase sales, generate leads and promote brand awareness.
• Researched and analyzed competitor website and advertising links to gain insight into new strategies.
• Analyzed SEO outreach goals and presented findings to marketing director.
• Tracked, reported and analyzed website analytics to drive strategy and improve user experience.
• Collaborated with designers, copywriters and developers, creating effective search marketing campaigns.
• Implemented pay-per-click campaigns to increase website traffic and conversions.
• Devised effective link-building campaigns to increase website authority and visibility.
• Completed keyword research and analyzed competitor SEO and PPC campaigns to identify gaps and opportunities.

ACHIEVEMENTS

• The website ranks on the 1st page for most of the focus keywords and transactional keywords
• Reduced cost per conversion by 40%
• Improved website traffic from various channels by 80%
• Recommended changes to website architecture, content and linking to improve SEO positions for target keywords

Performance Marketing | SEO | SMO | ASO

• Spearheaded client meetings to determine project needs and professional requirements and identify correct course of action enhance client success.
• Discussed SEO needs and optimized strategies for short- and long-term campaigns.
• Led and managed talented teams to plan and implement project tasks meeting timelines and exceeding expectations.
• Created and delivered innovative, strategic marketing programs for clients with focus on events, digital marketing and social media.
• Created and deployed social media content, engaged with target audiences and boosted reach with strategic ad placements.
• Optimized e-commerce campaigns through A/B testing to increase online sales.
• Developed digital marketing strategies by creating and implementing plans to reach and engage target audiences.
• Created social media content with innovative brand messaging to support new product launches.
• Created reports on digital marketing efforts using analytics tools to track and measure digital marketing success for management.
• Created Pay-Per-Click campaigns to drive targeted traffic to company website.
• Mentored and trained teams in KPI analysis and performance evaluation using Google AdWords and Google Analytics.

ACHIEVEMENTS

• Consistent increase in sales for textile e commerce brand. The average increase in online sales was 40%
• There was a tremendous improvement in organic website traffic through optimized and automated SEO strategies for the Magento website
• Increase leads for a client in Australia through strategic digital campaigns and lead generation

SEO | SMO | Google Ads | Meta Ads

• Build, plan and implement the overall digital marketing strategy
• Stay up to date with the latest technology and best practices
• Manage and oversee various digital marketing channels
• Measure ROI and KPIs
• Prepare and manage the digital marketing budget
• Oversee all the company's social media accounts
• Suggest activities for improving the quality of online content
• Track and measure SEO and Google Analytics metrics and provide reports
• Build an inbound marketing plan
• Lead, supervise and motivate members of the digital marketing team

Digital Campaigns | SEO | Data Analytics

• Enable analytics and campaign conversion tracking for better campaign performance
• Website audit and recommendations to the SEO team to ensure organic traffic
• SEO Strategy and Recommendations
• Plan and execute campaigns for Citibank Singapore and Citi World Privileges

SEO | SMO | Content Marketing | Data Analytics | Campaigns

• Drive the key metrics for Growth and performance marketing within the organization.
• Campaign tracking and landing page optimization for premium credit card line
• Social Media optimization and content plan
• Create and identify key new digital marketing strategies that not only drive interest and capture new customers but generate engagements
• Drive the key metrics for Growth and performance marketing within the organization.
• SEO content optimization and On Page Optimization

User Experience | Data Analytics | Content Optimization

• Assist and provide timely data and insights to the UX team to execute existing and new projects
• Collected data, established facts and drew conclusions to solve project issues.
• Define different user workflows for Investment Broker Dealers based on different User Personas
• Worked with different teams to understand project requirements and provided the data to take crucial project decisions
• Trained on UX best practices - Usability Testing, Wireframe and Basic Graphic Design

SEO | Website Content | Data Analytics and Insights

• Worked with business heads from India Automobile, Matrimony.com, IndiaProperty and Click Jobs to understand user behavior
• Provide insights on user navigation, behavior and dropouts from the registrations process on portals and provide recommendations of how to rectify the same
• Work with the campaign team to understand landing page requirements and conversion tracking requirements
• Work with product teams to establish best practices for content and website optimization
• Was part product team for developing website strategy and registering various domains based on language and community targeting for the matrimony domain.

SEO | CONTENT WRITING | EVENTS | DATA ANALYTICS

• Content Writing
• Content Writing
• Data Analytics
• Events