Adobe Analytics
Shamik Roy
Bengaluru
Summary
A seasoned marketing and strategy professional with over 10 years of experience, currently contributing to MRM//MCCANN for more than 6 years. Known for strengths in innovation, analytics, service management, documentation, and continuous quality improvement. Passionate about optimizing processes and providing actionable feedback to stakeholders, empowering them to maximize productivity through creative, out-of-the-box solutions.
Overview
12
12
years of professional experience
1
1
Certification
Work History
Marketing Audience Manager
MRM//McCANN
02.2018 - Current
- Leading audience segmentation and targeting strategies to optimize website, collaborating on projects like A/B testing, audience insights, and account-based targeting.
- Conducting in-depth analysis of website visitor behavior and purchasing patterns, providing reports with insights, recommendations, and dashboards.
- Analyzing data from Adobe Analytics, Contentsquare, and Tableau to drive demand generation, map customer journeys, and improve content engagement.
- Leveraging Contentsquare and Adobe Analytics data to help stakeholders optimize Cisco's web content, improve user experience, and boost engagement.
- Managing data integration and flow between DMP, Data Visualization tool, and Data Warehouse platforms, ensuring accurate tracking and reporting of key metrics.
- Acting as subject matter expert on Adobe Audience Manager, refining Cisco's audience segmentation models.
- Analyzing campaign target audiences, leveraging AAM attributes to create segments for cross-channel personalization, especially for Adobe Target.
- Streamlined DMP instance by auditing redundant audiences, reducing the trait list by 40%.
- Developed complex reports using SQL to analyze account-level behavior and assess business goals in the Snowflake warehouse.
- Collaborated with marketing teams to manage the full lifecycle of email and event campaigns, including flagship events.
- Partnered with business stakeholders on CDP initiatives to unify and activate customer data for personalized engagement.
- Gathered campaign requirements, tracked workflow issues, and worked with teams to resolve recurring gaps.
- Managed activation of warming, nurture, and event emails, including asset creation, proofing, deployment, and reporting/optimization phases.
Marketing Campaign Specialist
Cisco Systems - Randstad India
09.2015 - 01.2018
- Generated marketing performance reports using Tableau cards to analyze campaign effectiveness.
- Managed the upload of post-campaign registration data and contacts to SFDC, Global database and Contact-Center DB.
- Provided executional support to demand planners and marketing managers across the APJC including the creation of campaign codes for various programs and initiatives.
- Led the creation, design, and execution of email campaigns for live events and webinars as a key aspect of the role.
- Conducted data analysis and prepared reports in Excel to assess marketing performance and campaign journey outcomes using Tableau.
- Utilized B2B marketing tools like Zift Solutions to support partner campaign activities.
- Developed and managed campaigns for partners, including email marketing, SEM, landing pages, social syndication, and banner ads.
- Collaborated directly with partners to engage, train, and empower key partners with the Partner Marketing Central solution.
- Enabled partners to independently leverage tools such as email, SEM, and other marketing services.
- Compiled post-campaign reports and coordinated with partners to discuss next steps and optimize future campaigns.
Marketing Executive
MetaOption, LLC
01.2014 - 08.2015
- Led marketing initiatives throughout the client acquisition process, from sales to final client onboarding.
- Developed marketing collateral, email campaigns, and conducted keyword research for SEO, along with managing PPC campaigns and creating ads in Google AdWords.
- Ensured precise reporting on all campaigns and marketing activities, serving as a key responsibility in the role.
Management Trainee
Inductus Consultants (P) Limited
01.2013 - 12.2013
- Worked directly with the Managing Director on various strategic initiatives.
- As a Management Trainee, managed multiple assignments, including client development, handling both domestic and international clients, conducting web research and analysis, and executing social media marketing campaigns.
Education
Executive Course For Advanced Marketing Professional - Marketing Management
IIM Calcutta
Kolkata, India01.2023
Bachelor of Engineering - IT
Pad. Dr. D.Y.Patil College of Engineering & Technology
05-2012
Skills
Data Analysis
Data Visualization
Research
Communication
Project Management
Critical Thinking
Decision-Making
Trend Identification
Attention to Detail
Certification
- ABX Certification - Pursuing
- MS Power BI Tool - Pursuing
- JIRA Certified
- Contentsquare Certified
- ITIL 2011 Foundation, Certified in IT Service Management by AXELOS
- Data Protection, Privacy, and Information Security
- Digital Strategist Certified
- Cisco Digital Certification Program
- Digital Specialist Certified
Software
Adobe Audience Manager
Contentsquare
Qualtrics
ELOQUA
Adobe Workfront
MS Excel
SFDC
Timeline
Marketing Audience Manager
MRM//McCANN
02.2018 - Current
Marketing Campaign Specialist
Cisco Systems - Randstad India
09.2015 - 01.2018
Marketing Executive
MetaOption, LLC
01.2014 - 08.2015
Management Trainee
Inductus Consultants (P) Limited
01.2013 - 12.2013
Executive Course For Advanced Marketing Professional - Marketing Management
IIM Calcutta
Bachelor of Engineering - IT
Pad. Dr. D.Y.Patil College of Engineering & Technology
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