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Aparna Murali, Performance Marketing Specialist | Media Buyer

Aparna Murali

Performance Marketing Specialist | Media Buyer·PSI Real Estate

United Arab Emirates

Master's degree, Computer Application

Work experience

Total years of experience: 4 years, 4 months

Performance Marketing Specialist | Media Buyer

February 2024 - June 2025

PSI Real Estate

Dubai, United Arab Emirates

February 2024 - June 2025

Contributed to record-breaking lead generation efforts that positioned my
company as the first to sell out all units in a DAMAC project—completing
bookings in record time among all agencies.
Roles & Responsibilities
■ Expertise in Google Ads, Meta, TikTok, Snapchat and LinkedIn Ads,
covering content strategy development, campaign setup, creative
optimization, and performance analysis.
■ Developing & executing comprehensive performance marketing strategies
aimed at lead generation for the sales operation of the company.
■ Achieved the highest ever leads for prominent Real Estate developers in the
UAE, across multiple channels like Google Ads, Meta, & TikTok.
■ Plan and execute Open House events, Roadshows, and Teaser Campaigns
across the UAE, GCC, and European markets to generate high-intent leads
and build brand visibility
■ Collaborate with design, web, and content teams by providing layout ideas
and creative direction for landing pages and GDN/Social creatives, including
localized support for Arabic campaigns
■ Execute retargeting, remarketing, and lookalike audience strategies across
Meta and Google platforms to re-engage users, expand reach, and drive
qualified lead
■ Utilize Google Analytics (GA4) to gather & analyze data, enabling data
driven decision making for Campaigns. Demonstrated expertise in tracking
key performance metrics.
■ Conduct in-depth analysis of landing page performance using Microsoft
Clarity, and perform competitor research via Meta Ad Library, Transparency
Center, iSearch, and Adbeat to identify opportunities and threats providing
data-driven recommendations to enhance landing page quality and overall
campaign performance
■ Generated weekly and monthly client reports, covering key metrics, goal
tracking, revenue insights, and actionable recommendations for performance
enhancement.

Company industry:
Real Estate
Job role:
Sales

Paid Media Specialist

November 2021 - February 2024

TechWyse Internet Marketing

Cochin, India

November 2021 - February 2024

Key Clients: CPAP Outlet, Vitamin Tree, Aurora Borealis Orthodontics, Northwood Mortgage, & Figure Skating Boutique (CANADA) & Avant LasikSpa (US)
■Launched & optimized PPC campaigns on Google Ads, Facebook, Microsoft Bing for a range of North American clients with budgets rangingfrom $500 to $75000, and ensuring maximum visibility, engagement, &conversion rates.
■Developed PPC strategies & generated leads for more than 50 clients of different verticals like Real Estate (Commercial & Residential), E-Commerce, Fashion & Apparels, Technology, Law, Medical Care, Finance/Mortgage etc.
■Optimized campaigns including bid management, audiences, ad groups, quality scores & other major metrics.
■Integral part of the Project Management Team, responsible for structuringcampaigns & ad groups. Collaborated effectively with team members fortasks such as keyword research, ad copy creation, & implementation.
■Budget management including allocation & monitoring of daily/monthlybudgets as per media plan, oversight of billing process on a regular basis.
■Studied & forecasted market needs, planning, & executed product launches& campaigns.
■Worked on Search, Shopping, Video, Discovery (Demand Gen), Performance Max campaigns, Remarketing/Display & Dynamic Search ads.
■Monitored Merchant Centre & updated feeds for Shopping Ads. Worked onGoogle editor & Microsoft editor for easy execution.

Company industry:
IT Services
Job role:
Marketing and PR

Digital Creator

March 2021 - November 2021

Empire AE IT Services

Kerala, India

March 2021 - November 2021

■Designs & creates digital marketing solutions for various clients. Conductingkeyword research & generating new keyword ideas.
■Analyzing websites & social media pages, making recommendations forimprovement.
■Coordinated, created, scheduled content, design, & periodic updates tocompany page.
■Providing creatives for company on weekly basis on all its social mediaaccounts.
■Creating content, including text posts, video, & images for client social mediaaccount.
■Updating company website content using SEO best practices.
■Running social media campaigns (Facebook, Instagram, YouTube) based onanalysis, monitoring, & review.
■Coordinate with web designers, programmers, sales teams all together forcreating visual assets & UI for digital advertising.
■Creating, managing the social media profiles, pages of company & its clients.Generate weekly/monthly performance report to share with the client.

Company industry:
Advertising
Job role:
Marketing and PR

Education

Federal Institute of Science & Technology, KTU University

May 2019

May 2019

Master's degree, Computer Application

India

Amrita School of Arts & Sciences

May 2017

May 2017

Bachelor's degree, Computer Application

India

Skills

Lead Generation
Expert
Lead Generation
Expert
Keyword Research
Expert
Keyword Research
Expert
A B testing
Expert
A B testing
Expert
Landing Page Optimization
Expert
Landing Page Optimization
Expert
Advertising Campaign Management
Expert
Advertising Campaign Management
Expert
ANALYTICAL THINKING
Intermediate
ANALYTICAL THINKING
Intermediate
CREATIVE THINKING
Intermediate
CREATIVE THINKING
Intermediate
DATA ANALYSIS
Expert
DATA ANALYSIS
Expert
DIGITAL MARKETING
Intermediate
DIGITAL MARKETING
Intermediate
GOOGLE ADS
Expert
GOOGLE ADS
Expert
MEDIA MANAGEMENT
Intermediate
MEDIA MANAGEMENT
Intermediate
ONLINE ADVERTISING
Expert
ONLINE ADVERTISING
Expert
PAY PER CLICK
Expert
PAY PER CLICK
Expert
QUANTITATIVE DATA ANALYSIS
Intermediate
QUANTITATIVE DATA ANALYSIS
Intermediate

Languages

English
Expert
Hindi
Intermediate

Training and Certifications

Certifications
Unlocked Diploma in Digital Marketing
Google Ads Certification - Search Ads, Display Ads, Shopping Ads, App Ads, Video Ads