Surbhi Baj
Delhi NCR
Summary
Campaign Manager with ~7 years of experience in executing and optimizing Paid Social and digital marketing campaigns across B2C and B2B clients. Strong expertise in campaign implementation, performance optimization, and ROI-driven reporting. Proven ability to interpret performance data and deliver actionable insights to meet client performance targets. Experienced in stakeholder coordination and managing multiple campaigns in a fast-paced environment.
Overview
7
7
years of professional experience
Work History
Manager - Client Marketing
Shiksha.com
Noida
11.2021 - Current
- Implement and execute performance-driven digital and Paid Social-style campaigns across 20+ client accounts, consistently meeting client performance targets and ROI goals.
- Own day-to-day campaign execution including setup, uploads, QA checks, delivery monitoring, optimization, and reporting across Email, SMS, WhatsApp, Push & App notifications.
- Analyze campaign performance reports (CTR, conversion rate, engagement, opt-outs) to deliver actionable insights and optimization recommendations.
- Optimize campaigns through A/B testing of creatives, messaging, audience cohorts, and delivery timing, improving targeting accuracy and attribution by 35%.
- Drive 50% uplift in engagement and 12% increase in conversions through structured lifecycle and retention-focused campaign execution.
- Design and optimize behavior-triggered and journey-based campaigns, achieving 22% user reactivation and 35%+ WhatsApp engagement.
- Build and maintain performance dashboards using Power BI and Excel to support real-time optimization decisions.
- Coordinate with internal stakeholders (Brand, Tech, Sales) and ensure compliance with execution standards and timelines.
- Supervise and coach team members, reviewing campaign setups, optimizations, and reporting to ensure accuracy and best practices
Assistant Manager - Product Operations
Careers360
Gurgaon
01.2019 - 10.2021
- Supported execution and optimization of performance-focused digital campaigns, contributing to an 18% uplift in conversion rates.
- Managed multi-channel customer communications across Email, Push, SMS, and Chatbot, supporting a 25% increase in lead generation.
- Interpreted performance and funnel data to generate actionable insights for marketing and sales teams.
- Coordinated with cross-functional stakeholders to ensure accurate execution, reporting, and timely delivery of GTM initiatives.
- Reduced customer churn by 20% through data-backed communication and product optimization initiatives.
Education
MBA - Marketing
Jaipuria Institute of Management
Jaipur12.2019
B-Tech - Electronics & Comm.
RTU Global Institute of Technology
Jaipur12.2016
Skills
Paid Media & Campaign Tools:CleverTap, NetCore, Email Marketing Platforms, Equence
Analytics & Reporting:Power BI, Microsoft Excel, Performance Dashboards, Basic SQL
Campaign Expertise:Campaign Implementation, Optimization, Reporting, QA, Lifecycle Automation, Funnel Optimization
Technical:Basic HTML/CSS
Languages
- Hindi
- English
Timeline
Manager - Client Marketing
Shiksha.com
11.2021 - Current
Assistant Manager - Product Operations
Careers360
01.2019 - 10.2021
MBA - Marketing
Jaipuria Institute of Management
B-Tech - Electronics & Comm.
RTU Global Institute of Technology