Head of Marketing, India, Middle East & Africa
Meltwater
Total years of experience :16 years, 3 Months
Meltwater is a global SAAS based media monitoring and business intelligence company.
• Responsible for brand positioning and building a lead development engine for driving revenue across IMA
• Directed a team of four across the region with remits of design, content, translation and digital
• Developed strategic marketing programs which resulted in 115% achievement of annual IMA revenue goal
• Launched go-to-market strategy for KSA, Kenya and Ghana markets which led to 95% growth in new clients from those markets over one quarter
• Drove 30% of region’s sales revenue through marketing programs versus company average of 22%
• Standardized regional marketing success metrics for enhanced measurement of marketing ROI as per Sirius Decisions methodology
• Revamped digital strategy including CRM, PPC, website content and social which is forecasted to result in a 130% YoY revenue growth
• Partnered with Sales & Enterprise to design internal and external marketing workshops and C-suite events
• Maintained PR share of voice of >65% in increasingly competitive landscape through strategic PR and media placements across the region
• Responsible for the budgeting, planning and execution for BCG Middle East marketing strategy which includes PR, alumni relations, internal communications and social events
• Led the four-person Marketing Team
• Strategized with EMEA/Global Marketing to ensure BCG Middle East is aligned with broader global BCG strategy and implement relevant initiatives at local level
• Advanced BCG Middle East thought leadership position through "Seat at the Table" initiatives
• Shaped aggressive PR & Media strategy for various Practice Areas that has resulted in Q2 coverage which was 200%+ higher than that of key competitors combined
• Developed partnership opportunities with various publications and conference organizers
• Defined and drove the new branding and content for the BCG Middle East microsite
• Planned, developed and ran VVIP client events in Riyadh including the inauguration of our Office in KSA
• Partnered with the leadership team to create "Transformation Radar", a process to notify Practice Areas of relevant C-level movement within target companies
• Had ownership of $2.5 MM marketing budget and headed a four-person team that achieved up to 120% of our marketing goals every quarter
• Was responsible for overall marketing strategy across various channels - print, display, blog, email, social, video, corporate website, SEO/SEM and affiliate
• Developed and executed integrated demand generation programs by segment and with channel partners, driving Q1 pipeline of over $2.5MM and Q2 2014 pipeline of $4.5MM
• Led migration of our site from Drupal to WordPress including ensuring our analytics tracking, visual identity and content remained intact
• Decreased cost per customer acquisition by 20% YoY through a series of consistent A/B tests and content optimization through organic channels
• Created and implemented marketing strategy to promote our $1MM conference C3 2014 and achieved 100% of attendee pipeline goal
• Partnered with agency for regular press coverage, speaking engagements and to create marketing materials including banners, booth graphics and collateral
• Enhanced lead scoring model in partnership with sales resulting in 18% lift in lead conversion
• Refreshed email nurture campaigns resulting in 24% increase in engagement
• Created marketing dashboards to track KPIs which were regularly presented to senior management and other stakeholders
• Designed, implemented and analyzed marketing programs and market research surveys for B2B and B2C customers
• Owned all aspects of email marketing strategy from inception of creative to deployment of complex email campaigns
• Increased email revenue by 80% after enhancing email marketing strategy for B2C customers based on market research analyses
• Leveraged Site Catalyst and Google Analytics to assess user experience and performance on the website
• Developed lead gen and lead nurturing initiatives for the B2B customers, thus increasing leads for the sales team by 25% YoY
• Created an email preference center which reduced unsubscribe rate by 31% and established stronger engagement with our audience
• Designed and executed quantitative and qualitative market research, to initiate or improve upon key business practices
• Partnered closely with engineering to add new features such as landing pages, pop ups and web forms on the company website
• Business lead for implementation of tools related to Adobe, Silverpop, AdRoll and Salesforce
• Planned and executed marketing campaigns for customer acquisition via email, SEO, SEM and social media networking
• Played a key role in generating $1.6 MM in revenue for most successful acquisition campaign by efficiently filtering the customer lists on short notice and deploying emails in a timely fashion
• Utilized Tea Leaf to evaluate customers' purchase path and suggest changes which increased conversions by 14%
• Proposed a lead gen campaign focusing on social media networking to increase brand awareness and create buzz about company
• Ensured timely implementation of A/B testing of company home page and landing page to assess prospect experience
• Monitored and reported on email metrics and trend analysis using Omniture Site Catalyst
• Supported ad hoc requests outside of marketing including invoice reconciliations, compilation of forecasts, and QA on email lists
• Liaised with marketing, decision management and risk to implement marketing strategies to over 40 million existing card members
• Re-engineered monthly marketing campaign process which decreased overall cycle time and complexity by 50%
• Designed SQL and SAS audits and target processes to marketing specifications for quality and adherence purposes
• Teamed closely with internal IT teams to ensure accurate posting of customer offers
• Partnered with marketing, risk and decision management teams performing extensive analysis to support Legal & Compliance
• Coordinated with strategic business units to support the development and implementation of integrated marketing strategies for the balance transfers of 4.5 million accounts in the Travel & Affluent Market segment
Worked on a US government funded project where I ran quality control tests in a lab setting.
University of Michigan, Ann Arbor, MI Bachelor of Science in Chemistry (B. S. Chem)
