Summary
Overview
Work History
Education
Skills
Personal Information
Achievements And Activities
Timeline
Generic

Shailza Kinra

Group Head - Affiliate Marketing
Gurgaon

Summary

Results-driven digital marketing professional with 8 years of diverse experience in digital strategy, affiliate marketing, and e-commerce. Seeking opportunities in online marketing, performance marketing, and e-commerce that align with skills, experience, and passion for digital innovation. Excel at building performance-focused campaigns that drive revenue and boost brand presence. Reputation for success due to strong work ethic, adaptability, and excellent interpersonal skills. Thrives in dynamic environments and adept at working independently and quickly mastering new tools.

Overview

12
12
years of professional experience
3
3
Languages

Work History

Group Head

Lyxel and Flamingo
04.2024 - Current
  • Leading the affiliate marketing vertical with end-to-end ownership of campaign strategy, partner management, and performance optimization.
  • Spearheaded initiatives that contributed to a 30% YoY growth in affiliate-driven revenue.
  • Designed data-driven affiliate strategies across e-commerce, finance, and gaming sectors.
  • Scaled affiliate base by 50%, onboarding high-quality partners across native, email, influencer, and content platforms.
  • Enhanced ROI through constant campaign optimization (CPL, CPA, CTR) using GA, Voluum, and HasOffers.
  • Reduced invalid traffic by 25% via advanced fraud checks and compliance protocols.
  • Led A/B testing of creatives and landing pages to improve engagement and conversion rates.
  • Built strategic partnerships with top-tier affiliates, securing exclusive deals and placements.
  • Improved attribution accuracy through advanced tracking (pixel, S2S postbacks, custom parameters).
  • Mentored a team of 4–5, fostering a performance-driven culture and upskilling in affiliate tech and trends.
  • Conduct weekly campaign audits, sharing insights for continuous improvement with internal teams and partners.

Affiliate Manager

Lyxel and Flamingo
04.2022 - 04.2024
  • Developed and executed ROI-focused affiliate strategies and monthly marketing plans.
  • Advised on high-performing inventory selection for revenue-generating campaigns.
  • Conducted media planning aligned with client goals and product-specific needs.
  • Tracked and optimized campaigns using GA and attribution tools (pixels, custom variables).
  • Drove performance through A/B testing, creative optimization, and regular reporting.
  • Expanded client accounts via strategic support and insights on trends, creatives, and inventory.
  • Created digital media plans to improve conversion and acquisition for new/existing clients.
  • Reported on CPV/CPL; shared insights with affiliates to ensure delivery stability.
  • Managed budgets and KPIs across paid, organic, and owned media for efficient CAC.
  • Collaborated with cross-functional teams and mentored team members on performance optimization.

Assistant Manager - Strategic Business Alliance

Apps Discover Technologies Pvt. Ltd
05.2017 - 05.2019
  • Acquired national and international clients through strategic pitches, negotiations, and deal closures.
  • Recruited affiliates via search engines, social platforms, forums, and directories; managed and optimized partner performance.
  • Executed affiliate program strategies across awareness, acquisition, and retention to meet KPIs.
  • Collaborated with business heads to analyze international market dynamics and opportunities.
  • Monitored affiliate activity, delivered performance insights, and recommended optimization tactics.
  • Managed daily to monthly reporting for advertisers to ensure campaign transparency and success.
  • Partnered with sales teams on quarterly affiliate calendars and rollout strategies.
  • Built strong affiliate relationships to secure better placements, visibility, and long-term growth.
  • Provided timely resolution to affiliate queries and concerns for seamless program execution.

Senior Executive - Business Development

PayOOM Digital Media Pvt.Ltd
08.2016 - 04.2017
  • Acquired national and international clients by presenting business proposals, negotiating deals, and closing sales.
  • Managed end-to-end client lifecycle—acquisition, servicing, and payment follow-ups.
  • Delivered MIS and analytics reports to assess campaign effectiveness and improvements.
  • Maintained consistent campaign performance via daily, weekly, and monthly reporting.
  • Supported affiliate campaign deployment and optimization alongside the Affiliate Marketing Manager.
  • Built and nurtured a strong network of top advertisers and agencies to drive new business opportunities.
  • Handled affiliate queries, resolved concerns, and ensured seamless promotion execution and tracking.

Associate Product Marketing Manager

Vinculum Solutions Pvt. Ltd
01.2014 - 10.2015
  • Led end-to-end planning and execution of e-mail marketing campaigns, optimizing deliverability and inbox placement using Mailchimp and HTML tools.
  • Designed creative, ROI-driven mailers and tracked real-time campaign performance using email analytics.
  • Identified marketing opportunities and developed strategic plans to support product positioning.
  • Produced BTL marketing collateral (flyers, posters, newsletters) aligned with campaign goals.
  • Collaborated with product and BU heads for client demos, vendor briefings (Gartner analysis), and requirement mapping.
  • Authored a white paper on Omni-channel Retailing and contributed to blogs and industry conferences for brand visibility.
  • Conducted competitor analysis to gather market insights and support strategic decisions.
  • Played a key role in designing the product’s new webpage and promoting the product at events like NRF 2015, eTail Asia 2015, and IRCE.

Management Internee

Dabur India Limited
04.2013 - 06.2013
  • Evaluated market potential and diagnosed low sales at Khan Market & Defence Colony stores.
  • Used merchandising analytics to identify top-performing categories and optimize space allocation through visual merchandising techniques.
  • Conducted primary research via custom-designed questionnaires and analyzed both primary & secondary data.
  • Presented monthly sales trend analyses with actionable recommendations to boost conversions and basket size.
  • Studied key retail aspects: customer behaviour, demographics, service standards, and merchandising strategy.

Education

MBA - Retail Management

Birla Institute of Management Technology

B.Tech - Fashion & Textiles

Technological Institute of Textile and Sciences

Skills

Business development

Client engagement

Performance improvement

Team management

Negotiation

Campaign Management

Affiliate Marketing

Personal Information

  • Date of Birth: 11/10/89
  • Marital Status: Married

Achievements And Activities

  • Awarded scholarship for academic excellence as a Rank Topper during Graduation.
  • Core organizer of multiple cultural events during both Graduation and Post-Graduation.
  • Executive Member of the Food Conduit and Alumni Association at BIMTECH.
  • Key member of the Social Initiative Committee at BIMTECH, contributing to community engagement projects.
  • 2nd Prize Winner in a case study competition organized by BMCD.

Timeline

Group Head

Lyxel and Flamingo
04.2024 - Current

Affiliate Manager

Lyxel and Flamingo
04.2022 - 04.2024

Assistant Manager - Strategic Business Alliance

Apps Discover Technologies Pvt. Ltd
05.2017 - 05.2019

Senior Executive - Business Development

PayOOM Digital Media Pvt.Ltd
08.2016 - 04.2017

Associate Product Marketing Manager

Vinculum Solutions Pvt. Ltd
01.2014 - 10.2015

Management Internee

Dabur India Limited
04.2013 - 06.2013

B.Tech - Fashion & Textiles

Technological Institute of Textile and Sciences

MBA - Retail Management

Birla Institute of Management Technology

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Shailza KinraGroup Head - Affiliate Marketing