SONIA GROVER
Digital Marketing Professional
Mumbai
Summary
Data-driven Marketing professional with over 10 years of experience in digital marketing across online and offline channels, including events. Adept at leveraging data analytics to drive marketing strategies and achieve business goals. Skilled in SEM, SEO, marketing automation, content marketing, and event/website management, delivering measurable results and optimising marketing campaigns for maximum ROI.
Overview
11
11
years of professional experience
4
4
Certifications
Work History
Executive/Senior Digital Marketing Manager
NAV Fund administration (NAV Consulting)
Mumbai
01.2021 - Current
- Driving Data-Driven Digital Campaigns (Organic/Paid): End-to-end management of digital campaigns to acquire new leads or maintain brand presence, from planning to monitoring progress, defining key success metrics, evaluating plans, optimising/reporting.
- Increased leads by ~20% YoY.
- Delivering measurable growth by refining the media mix as needed, applying A/B testing to optimise campaigns further.
- Designing a campaign pipeline that aligns marketing initiatives with business goals and growth targets.
- Campaign Performance & Analytics: Led performance reporting using Google/Web Analytics to evaluate traffic, audience behaviour, and campaign ROI; streamlined data sources and delivered insights to inform next-step actions.
- Compliance & Process Optimisation: Ensured campaign compliance with brand, regulatory, and market-specific requirements; improved workflows between India and U.S. teams for smoother execution.
- Email Marketing & Automation: Managed end-to-end email programs, including campaign setup, optimisation, and drip automations to improve nurture efficiencies.
- PR & Awards Management: Managed media-agency relationships and led award submission processes to elevate brand reputation.
- Tools & Platforms: Constant Contact, Ahrefs, Google Data Studio, MS Projects, Salesforce.
- Team Handling: Supervised direct reportees.
- Targeted markets: USA, Southeast Asia, Australia (B2B)
Unit Lead Marketing
Crimson Interactive (Enago- Japan)
Mumbai
04.2019 - 12.2020
- Retention-Focused Campaigns
- Successfully launched a loyalty campaign (point-based system) for clients in Japan, Korea, China & Taiwan, and the USA.
- Used channels such as Push, In-App, Email, and SMS using WebEngage for increased client engagement and retention.
- Launched upsell/cross-sell automation processes with the help of automation tool for existing clients, driving additional revenue and increasing customer lifetime value.
- Led the launch of marketing automation campaigns including upsell service automation, cart abandonment, and drip campaigns. These initiatives significantly contributed to revenue growth while maintaining operational efficiency.
- Acquisition of New Clients
- Managed JP-focused (Japanese) website and leveraged analytics to formulate effective strategies to acquire new clients. Conducted A/B testing on the website and utilized data insights to plan targeted marketing activities for new leads.
- Conducted in-depth data analysis to analyze user behaviour and track website metrics using Lucky Orange, WebEngage, and Google Analytics tools. These insights guided decision-making and optimization efforts.
- User Retention & Customer Experience
- Developed and executed user retention marketing strategies, including web push notifications, surveys, and feedback collection using third-party tools. These initiatives aimed to enhance customer satisfaction and encourage repeat business.
- Successfully set up and launched chatbots across all regions, streamlining customer interactions and improving the overall user experience.
- Target Markets: Japan, China, Taiwan, Korea, USA. (B2B & B2C)
Marketing Associate
LogiNext Solutions Pvt. Ltd.
Mumbai
03.2017 - 12.2018
- Drive SEM (Google AdWords & Other PPC platforms) (Solely responsible for the returns vs spend) for all targeted markets.
- Manage & optimise audiences, creatives, and landing pages for better conversions & lower customer acquisition costs.
- Actively manage re-targeting & re-marketing (display) campaigns with a budget of up to 36 Lacs/year with a conversion rate of overall 10% due to less competition on AdWords in the respective industry.
- Event Management: Planned, executed & budgeted the events in all targeted markets (Highest budget handled of 30 Lakhs INR/event).
- Corporate video: Worked actively on creating product-focused videos and company-wide corporate videos with the help of an agency.
- Manage relationships with media personnel for organic events, such as Magazine shoots/Coverage/speaking opportunities.
- Target Markets: USA, Middle-East & Southeast Asia (Singapore/Malaysia) (B2B)
Account Manager
NextGen Publishing Pvt. Ltd., Shapoorji Pallonji Group
New Delhi
07.2016 - 01.2017
- (Ideal Home & Garden Magazine & other assigned verticals) (B2B & B2C) Responsible for Business in North & East India
- Handle big existing accounts like Kent and other big market incumbents
- Work closely with the editorial team to come out with Ideas & plan shoots to help the business
- Identify new co-branding opportunities & relevant partnerships to help the business
Marketing & Communications Partner
Digilize (Digital Marketing Agency)
Mumbai
07.2015 - 04.2016
- Prepare a plan for the client's Brand Communication & Marketing Mix
- Manage the end-to-end execution of the client's digital media strategy Meet clients to explain the digital strategy and showcase the results Initiated and completed corporate videos for clients
- Responsible for Content, Budgets & Brand/Marketing Strategy for clients
- Part-time during MBA (B2C)
Education
PCP (eMDP) - Advanced Marketing Analytics
IIM Kozhikode
Kozhikode01.2022
Post Graduate Diploma in Management (PGDM) - Digital Marketing
Universal Ai Business School
Mumbai01.2016
Bachelor's Degree in Technology (B.Tech.) - Computer Science
Rajasthan Technical University
Kota01.2014
Skills
- Marketing Automation & CRM
- WebEngage
- Salesforce Marketing Cloud
- HubSpot Marketing/CRM
- Email Marketing & Drip Automation
- Constant Contact
- Mailchimp
- Analytics / CRO / User Behaviour Tools
- Google Analytics (GA4)
- Lucky Orange
- Hotjar
- A/B Testing / Experimentation
- Optimizely
- In-tool A/B testing
- SEO / SEM Tools
Accomplishments
- Delivered 20- 50% growth in leads and website traffic across multiple organisations.
- Completed case studies to predict and analyse the business data to suggest solutions to the business problems during eMDP, IIMK curriculum.
- Presented a thesis on job satisfaction for Indian defence in the Military Testing Association in Germany as an Indian research scholar, in which interaction was done with other countries' army heads.
- Successfully created macros to automate marketing processes and improvised the quality & quantity of the leads.
Certification
Data portfolio: https://www.datacamp.com/portfolio/sgrover3001
Timeline
Executive/Senior Digital Marketing Manager
NAV Fund administration (NAV Consulting)
01.2021 - Current
Unit Lead Marketing
Crimson Interactive (Enago- Japan)
04.2019 - 12.2020
Marketing Associate
LogiNext Solutions Pvt. Ltd.
03.2017 - 12.2018
Account Manager
NextGen Publishing Pvt. Ltd., Shapoorji Pallonji Group
07.2016 - 01.2017
Marketing & Communications Partner
Digilize (Digital Marketing Agency)
07.2015 - 04.2016
Bachelor's Degree in Technology (B.Tech.) - Computer Science
Rajasthan Technical University
PCP (eMDP) - Advanced Marketing Analytics
IIM Kozhikode
Post Graduate Diploma in Management (PGDM) - Digital Marketing
Universal Ai Business School