Ujjwal Sood

• Handling an annual budget of 6Cr+, created and deployed paid marketing campaigns across Google, Meta and LinkedIn networks.
• Scaled the paid marketing channels to contribute 80% of total leads and 60% of new customer acquisition while maintaining CAC comparable to or lower than our competitors.
• Oversaw the development of marketing assets and communications that engage the target audience and generate 2% CTR on Meta Ads & 18% on Google Ads.
• Worked with internal and external stakeholders to help plan and execute our flagship event - "The Big Shift".
• Evaluated market trends to stay current on consumer and competitor changes.

Led the marketing function for HT School - a product of Hindustan Times Media Labs. Handling an annual budget of 5Cr+ , I created & implemented integrated marketing plans across diverse channels like digital, socials, print, radio, PR, influencers, emails & WhatsApp.

I've helped deliver:

• 50,000+ registrations and 19,000+ participants in ClassAct 2022 - The Hindustan Times Republic Day Quiz. This quiz has been officially recognized by Asia Book of Records and India Book of Records for "Maximum Participation In An Online School Quiz".
• Multiple online and offline events aimed at thought leadership and branding.
• Effective and appealing marketing assets such as digital banners, emails, videos, pamphlets, standees & backdrops.

• Revenue growth - Led the marketing team through a growth phase, tripling the company's revenue using a two-pronged approach, wherein we increased the number of new leads by 70% and improved the conversion rate of leads to customers to 2x
• Paid marketing - Ideated and executed paid marketing campaigns that produced a combined RoI of 4.1
• Mobile app marketing - Drove lead generation through Android app installs - both organically through ASO and also through UAC campaign
• SEO - Led my team to achieve a 60% increase in pageviews through SEO activities

• Took over the ownership of PPC (Google Ads) channel and delivered 100% increase in registrations with an RoI of 3x.
• Owned the outbound email marketing campaigns and increased the open and click rates, through A/B testing, to above industry standard – 30% open rate and 7% click rate.
• Set-up YouTube as an advertising channel for brand awareness which resulted in increased registrations from direct traffic and generated a continuous stream of registrations from YouTube referrals.
• Developed and executed a data-driven strategy for active user engagement leading to 35% increase in engaged users, thereby improving the conversion funnel

• Planned and executed a drip marketing campaign to nurture leads that earned up to ten times the clicks compared to the previous campaign.
• Handled the promotions of major product updates. This includes communications across social media platforms, in-product notifications, and content for PR.
• Composed thought leadership articles that were published in leading tech media outlets and garnered more than 2,000 organic pageviews.
• Created various types of content for B2B buyers and decision makers including white papers, infographics, ebooks, and blog articles.