• Built performance marketing team from ground up:
I have set up the performance marketing team at iMoney from ground zero for four different target countries. Set up tools like Search 360, Kenshoo Social etc and the associate workflow. Set up the tracking for events and measurement framework. Optimised the funnel and grew the revenue from 9.6M to 18M MYR
• Improved and Scaled Performance:
By continuously tracking user behaviour (for four countries) using analytics and relentless optimization of campaigns (based on time series analysis and seasonality) increased the conversion by 300% at the same time optimizing for COA/CPL.
• Defined marketing attribution model and drove budget planning:
Last click 30-day model currently and worked along with the data team to set up infrastructure and continuously monitor the campaign performance based on the data. Aligned the budget planning to scale channels which provide ROI based on the attribution model.
• Built continuous experiments to optimize conversion rate using landing pages:
Built a pipeline of marketing hypotheses and continuously tested them by building targeted landing pages. All the successful experiments were fed to the product backlog to become standard product features.
• Fostered a collaborative working framework with other departments and vendors:
Continuously worked along with Product, Commercial, Data and Business teams to optimize the P&L and contribute to the financial metrics of the organization. Handled multiple vendors like Google, Facebook and affiliate partners to fine tune the marketing strategy and evolve along with the vendor ecosystem.
Detailed Description
Continuously worked along with Product, Commercial, Data and Business teams to optimize the P&L and contribute to the financial metrics of the organization. Handled multiple vendors like Google, Facebook and affiliate partners to fine tune the marketing strategy and evolve along with the vendor ecosystem.
