San Francisco, California, United States
A data-driven, growth-focused marketing leader, with 10+ years diverse experience in marketing. Worked for both startup and public companies in highly competitive Tech, Internet, Telco and CPG industries focusing on marketing strategy, growth marketing, performance marketing (Google Ads - SEM, GDN & Video and Paid Social) and product marketing & strategy.
Leading global Chrome browser’s growth product marketing strategy and acquisition programs targeting Desktop users through paid media and owned & operated channels. Lead the global Chrome.com web site strategy, aiming to increase retention & engagement while improving organic acquisition rate. - Developing product marketing strategies to acquire new users for Chrome and to drive Chrome’s retention on Desktop. - Managing a 9-figure paid marketing budget across the globe, acquire new users while maximizing incremental ROI through paid media channels. (SEM, GDN, YouTube, Social) - Leading the DR incrementality workstream and aim to have best-in class measurement in place for Chrome in order to make informed budget allocation decisions across regions. Including and not limited running MMM, MMTs & CLS by partnering up with data analytics team. - Partnering up with product, brand, engineering and design teams and run A/B experimentation to find new growth opportunities and full-scale global roll-outs. - Unlocking new growth channels while embracing local insights for international markets growth by partnering up with regions. - Managing a high-performing team of growth marketers to deliver against business results and coaching them to achieve their career goals. - Developing and executing strategy for the website - Chrome.com, aiming to increase retention & engagement while improving organic acquisition rate.
Led global off-platform paid media channels to acquire new SMB advertisers and help small businesses to make their ads more efficient across the globe on the Facebook ecosystem through innovative channel marketing campaigns. The Small Business Group contributes directly to Facebook’s mission by connecting every small businesses in the world with their customers on Facebook, Instagram, Whatsup and Messenger. Our team helps more than 99% of Facebook’s 10 million plus advertisers. - Developed and executed a long term vision for off-platform paid marketing channels (YouTube, SEM, GDN) to acquire new advertisers and to increase reach & relevance of Facebook with Small Businesses - Created an integrated growth marketing plan across key paid media channels such as paid search, youtube, display. - Managed a million+ dollar budget across off-platform paid media channels to maximize ROI, and LTV/CAC. - Built a world class capabilities (multi-touch attribution, channel mix) to scale off-platform paid media channels. - Set-up key performance metrics for various online media campaigns across a variety of goals including revenue, product adoption and engagement.
IPO 2021 Led a global paid search (SEM), display network (GDN), Social and YouTube marketing channels and managed a team of 4 performance marketers. Own channel strategy, execution and performance of global marketing campaigns across Google AdWords, Google Display Network, Social, Bing and Yandex paid media channels to drive D2C growth. Led a global growth marketing strategy and managed a team of 4 growth marketers. Owned channel strategy, execution, and performance of global paid search marketing campaigns across Google AdWords & Display, YouTube Bing and Yandex paid media channels to drive B2C growth. Managed a 8-figure monthly marketing budget with an aggressive ROI target to drive new user revenue globally. - Launched a new internal ‘performance optimization’ product by collaboration with engineering, data science and product marketing teams to improve marketing investment efficiency. - Managed a million+ dollar budget across paid search channel to maximize ROI, and LTV/CAC and quickly identify shifts in performance and a plan for response. - Led Data Driven Attribution Roll-out & LTV Transition Process. - Managed a high-performing team of four growth marketers to deliver against business results and coached them to achieve their career goals. - Collaborated with Data Science, Product, Pricing and Engineering teams to channel targeting improvements, automation, search query mining, keyword expansion, leading ad copy testing, A/B tests and improvement of bid management processes - Led the MTA (Multi-touch attribution) transition from Last Click. Kicked off DDA (Data Driven Attribution) Experiment.
Own channel strategy, execution and performance of global paid search marketing campaigns across Google AdWords, Bing & Yandex paid media channel and managed a team of 3 performance marketers.
Execution and performance of Udemy paid search and social channel campaigns across Google Adwords, Bing, Facebook, Instagram, Mobile/Web Display and Youtube paid media channels. - Manage a million+ dollar budget across paid acquisition channels to maximize ROI, and LTV. (+50% y/y gross revenue increase in Facebook & Instagram) - Campaign optimization, targeting improvements, search query mining, keyword expansion, landing page testing, A/B tests and improvement of bid management processes. - Develop an effective optimization process to quickly identify and respond to changes in performance. - Pull and analyze reports by using SQL to extract insights and transform those insights into actionable changes that will accelerate performance. - Localized the English campaigns to International markets language and build a campaign for specific market.
Led the Milk, Kefir and Cream categories for ‘Icim’ dairy brand. - Followed the market dynamics and competition with research reports and prepares analysis based on research data. Develops recommendations and action plans accordingly (Nielsen, HTP, BHT) - Managed digital & social media channels of Icim brand. (Facebook, Instagram, Youtube, Google Adwords & Display) - Led product development activities(with R&D team) and manages packaging design projects. - Coordinated the advertising strategies (both above the line and below the line) and creates campaigns, promotions and indoor & outdoor activities to increase the market share - Managed category P&L - Worked closely with ATL, Digital & Social Media, Media, PR, Packaging agencies
Led the personal care category and built the category marketing & profitability strategy -Manage category P&L for each brand under personal care category -Coordinating and implementation of 360 degree marketing plans for new product/brands launches -Prepare the marketing plan and annual budget -Contributing to new product pricing to reach budgeted sales and gross margin. o Re-design Bath&Shower segment’s pricing strategy (+2pts gross margin increase) - Following market trends, consumer needs and gaps to contribute building category/ brand portfolio o Launched 2 new fragrance variants in Shower gel segment (+20% monthly volume increase and +1,5pts market share achieved)