Tapajyoti Khan
Performance Marketing Lead - Kapability Digital Marketing Solutions
Bangalore
Summary
An Entrepreneurial Digital Marketer - Google Adwords ( Search, Display, Discovery, PerformanceMAX, Youtube) Facebook leadgen, LinkedIn , Amazon and Flipkart. 14+ years of experience in Digital Marketing. Reverse Engineering expert. Trendsetter. Mantra : "Start from the bottom - go to the top" . Funnel building expert. Quirks : More AI Driven than Old School, Less AI driven than Google wants :-)
Overview
15
15
years of professional experience
19
19
years of post-secondary education
7
7
Certificates
3
3
Languages
Work History
Performance Marketing Lead
Kapability Digital Marketing Solutions
08.2023 - Current
- Helping clients reduce CAC
- Worked with 2 partner agencies to handle clients like AO Smith and Organic Tattva
- Achieved 1500+ water geyser units sold every day for AO Smith during Dussehra and Diwali Sale days
- Amazon sale days
- Handled Flipkart campaigns to achieve supplementary sales.
Head of Performance Marketing - Worldwide
Sprintzeal
09.2022 - 07.2023
- Managed entire Paid Digital Marketing Channel - SEM ( Google ) , SMM ( FB + LinkedIn )
- Established all Paid marketing channels from scratch under bootstrapped budget and eye on 2.5 ROAS
- Optimized all channels for 2.5x ROAS overall
- Reduced CAC from 70% in 2022 to 39% in 2023
- Made significant strides in increasing LTV by 9x promoting app sign-ups, low-ticket automated sales and auto-upselling.
Manager - Performance Marketing
upGrad.com
09.2021 - 09.2022
- Managed 2 agencies Target ( for Europe ) and Pivotroots (GCC ).
- Achieved 900% growth in Google Search leads for all focus Degree programs in Q4 2021 followed by 300% growth in Q1 2022 in EMEA International
- Achieved 15 to 20% Revenue growth Q on Q in EMEA International
- Managed to keep CAC below 40% in Q4 2021 and Q1 2022 consistently in EMEA International
- Handled lead generation for 2 major Data Science Degrees, 3 major MBA Degrees, 2 major Doctorate Degrees and some certificate Managed to push Brand Search volumes in EMEA to break resistance at 5.4k in Sep 2021 to new high of 6.6k in Jan2022
- Also managed to find new level of support from 3.2k in June 2021 to 4.4k in April 2022 through Google Discovery and FB Brand recall
- Increased L2P of paid FB campaigns from 0.5% in Q3 2021 to 1% in Q4 2022
- Handling $500k budget every Quarter.
Manager - Performance Marketing
Simplilearn
07.2017 - 09.2021
- Managed Google Search, Facebook and LinkedIn paid lead generation campaigns with focus on ROAS
- Also managing YouTube influencer campaigns
- Handled budget of around $500k per month
- Achieved 20,000+ leads globally across all categories and courses
- Increased ROAS of Google Search from 7 to 10 and FB from 4 to 5 globally.
Manager
upGrad KnowledgeHut
02.2017 - 05.2017
- Managed Google Search campaigns for Knowledgehut and Zeolearn
- Also managed FB and LinkedIn campaigns for lead generation
- Handled monthly budget of $100k.
Manager
Redstone Learning India
06.2015 - 12.2016
- Handled monthly budget of $50k
- Handling Google Search, FB, LinkedIn and Lead Gen partnerships
- Targeting mainly USA and Canada
- Increased ROAS from 5 to 9 for Google Search in US, CA
- End to End campaign management
- Handling a Team of 4 people in the Marketing Team.
Senior Associate
ComplianceOnline
05.2014 - 05.2015
- Handled daily budget of INR 30,000
- Handling Google Search campaigns for ComplianceOnline ( MetricStream Pvt
- Ltd.)
- Increased ROAS from 8 to 12 for Google Search in US and Europe.
Senior Executive
IndiaMART InterMESH Limited
01.2011 - 04.2014
- Handling Daily budget of INR 10,000
- Implemented landing pages for B2B lead generation for Buy Leads department of Indiamart
- Managed Google PPC campaigns for some focus categories
- Ran bi weekly SQRs and generated and maintained reports for Performance campaigns for the team
- Handled a team of 2 people in the Marketing Team.
Business Development Executive
Pan India Internet Pvt. Ltd. (PIIPL)
06.2009 - 12.2010
- Online Space selling
- Event shows and Fests banner promotion in all Had Handled campaigns like Shine, CREMA, ISIL, and Strategy Academy
- Partnerships with major universities for major information of Board results before the announcement.
Education
Bachelor of Engineering (B.E.), Electrical, Electronics and Communications Engineering -
BMS Institute of Technology and Management
01.2002 - 04.2006
Certificate in Planning and Entrepreneurship, Marketing / Finance - undefined
Indian Institute of Planning and Management
01.2007 - 04.2009
ISC, ISC - undefined
St. Joseph's College Bowbazaar
01.2000 - 04.2002
I.C.S.E, St. Mary's Orphanage - undefined
St. Mary's Orphanage and Day School
01.1990 - 04.2000
Skills
Digital Marketing Agency Management
undefinedCertification
Google Analytics Platform Principles - Google
Timeline
Performance Marketing Lead
Kapability Digital Marketing Solutions
08.2023 - Current
Head of Performance Marketing - Worldwide
Sprintzeal
09.2022 - 07.2023
Manager - Performance Marketing
upGrad.com
09.2021 - 09.2022
Manager - Performance Marketing
Simplilearn
07.2017 - 09.2021
Manager
upGrad KnowledgeHut
02.2017 - 05.2017
Manager
Redstone Learning India
06.2015 - 12.2016
Senior Associate
ComplianceOnline
05.2014 - 05.2015
Senior Executive
IndiaMART InterMESH Limited
01.2011 - 04.2014
Business Development Executive
Pan India Internet Pvt. Ltd. (PIIPL)
06.2009 - 12.2010
Certificate in Planning and Entrepreneurship, Marketing / Finance - undefined
Indian Institute of Planning and Management
01.2007 - 04.2009
Bachelor of Engineering (B.E.), Electrical, Electronics and Communications Engineering -
BMS Institute of Technology and Management
01.2002 - 04.2006
ISC, ISC - undefined
St. Joseph's College Bowbazaar
01.2000 - 04.2002
I.C.S.E, St. Mary's Orphanage - undefined
St. Mary's Orphanage and Day School
01.1990 - 04.2000
Websites
Accomplishments
- Reduced CAC in upGrad International from 54% to 36% in JFM Quarter by increasing sales exponentially for DBA programs worth $10,000 without any branding activities in the International geos.
- Maintained ACOS below 20% for AO Smith during Dussehra and Diwali sale days on Amazon. Delivered 1000+ units per day during the entire sale days offer.
English
My English is natural and professional.
Honors Awards
- Best Team Award for Outstanding Performance for Q1 2019 - Simplilearn Solutions
- The Game Changer!! - Simplilearn
Honors Awards
- Best Team Award for Outstanding Performance for Q1 2019 - Simplilearn Solutions
- The Game Changer!! - Simplilearn
Honors Awards
- Best Team Award for Outstanding Performance for Q1 2019 - Simplilearn Solutions
- The Game Changer!! - Simplilearn
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