Experiences

Successfull in hitting the objectives within the PPC remit in last 2 years. Improved CPA first year by 39%, second year by 32%.
Team Building: Assembled and led a cohesive team, fostering a collaborative culture that emphasized trust and open communication.
Workload Management: Balanced individual workloads and implemented time management strategies to ensure project completion within deadlines.
Training and Development: Created personalized training plans and facilitated upskilling workshops, aligning with the dynamic needs of the PPC function.
Alignment with Business Goals: Ensured individual, team, and organizational goals were synchronized, driving key performance indicators to contribute to overall business success.
Outcome: Through focused leadership and strategic management, I guided the team to achieve significant growth in the PPC function, exceeding targets and setting an example within the organization.
Stakeholder in GA4/MTA/App scaling projects

PPC Strategy Development & Implementation: Develop and implement flexible PPC strategy to meet business objectives, while monitoring monthly budgets and targets.
Stakeholder Coordination & Campaign Alignment: Coordinate with team stakeholders for campaign planning and alignment with overarching PPC objectives.
Budget Accountability & Performance Collaboration: Accountable for 8 figure budgets within PPC, working closely with offline/brand and digital channels to drive performance.
Bid Strategy Optimization: Optimize bid strategies through bid management platforms and external partners to achieve business targets.
Technology & Ad Stack Efficiency Improvement: Continuously improve strategy and efficiency through technology and ad stack development.
Team Management & Alignment with Business Goals: Managing a team of three, setting goals, providing performance management and personal development, and aligning individual objectives with team and business goals.
YouTube Content Paid Strategy Leadership: Lead the YouTube content Paid Strategy, collaborating with content and video editing teams to drive growth in views and subscribers.
Analytical Insight & Best-in-Class Support: Provide best-in-class analysis and insights to other teams leveraging PPC as the best traffic/sales generating channel.
In-House PPC Operations & Efficiency Improvement: Successfully in-housed PPC operations and improved efficiency with better planning and clear roadmap of projects and workstreams.

Responsible for performance media accountability on travel channels and decision-making on strategy with a +7 figure/year budget.
Led the SEM team on a bid management migration project from Marin to SA360, from testing in 2019 to full migration in 2020 for account scaling.
Led and completed the SEM account restructure project on 4 channels during the pandemic for improved efficiency and better management.
Acted as a mentor and knowledge-sharing resource for SEM accounts and reporting tools, mentoring new associates and colleagues within the SEM landscape.
Collaborated with the partnership team/data science team to identify and scale paid campaigns based on high-value partners.
Maneged a team member, from hire to providing platform to grow and develop into a Performance Exec.

Lead performance media strategy for 2 product verticals: mortgage and home insurance.
Achieved a 30% increase in mortgage channel margin during the pandemic despite lower market growth.
Increased Q2Q visitors and revenue on home insurance channels by 7% and 6%, respectively, and improved market share by 3%.
Collaborated with SEO team to lower costs and improve efficiency on the mortgage channel.
Supported trading business requirements and improved processes to drive revenue and GP growth for money and insurance.
Mentored and provided training on SEM best practices, including Data Studio, PowerBI, Adthena, and reporting/visualization.

Responsible for 9% YoY revenue growth in the holiday channel with positive margin (2018 vs 2019).
Worked with commercial channel managers to expand multiple channels such as cruise, villas, airport transfers, etc. based on performance and travel seasonality.
Modelled the growth of channels and the impact of external scenarios on yearly numbers through forecasting.
Collaborated with the social media team to incorporate SEM learnings into the paid social landscape.
Supported the affiliate channel launch in 2018 and scaled revenue growth in 2019 by +1m.
Worked with SEO and CRM teams on continuous seasonal campaign work for summer, city breaks, and tactical campaigns.
Integrated marketing and commercial data into reporting to deliver valuable and actionable business insights, including real-time competition tracking and monitoring key players in the industry using Data Studio.
Successfully conducted brand testing on YouTube in collaboration with the CRM and brand teams resulting in +143% brand search growth in the holiday channels.

Manage and optimize multiple travel products across various search engines and platforms
Achieve growth targets for the Travel Insurance channel in terms of revenue and visitors
Conduct valuable A/B testing and measure results to continuously optimize campaigns
Collaborate with other business teams to drive efficiency and performance
Run and optimize automated campaigns in search engines
Possess technical skills in tracking and troubleshooting.

Skills

Education

Hardware & networking
Software programming
Database management systems
Management information systems

Knowledge management systems
Information system quality management
Web based information systems
Regulation of e-commerce and information technology

Praveen Jayaprakash

Performance Marketing Lead