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Sreeram Rajendran

Director - Growth Product

Marketing Analytics
Conversion Optimization
Data Analytics
Digital Marketing
Growth Hacking
Home Experiences Education Skills
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Sreeram Rajendran
35 years old
Contact me
Professional Status
Employed
Available
About Me
Building a sustainable growth roadmap for digital marketplaces through data driven decisions at both strategic and functional levels.

Driving higher customer lifetime value and better marketing efficiency through cross functional initiatives. I would passionately argue about the merits of having an analytical work force.

At the foundation of all this is building a secure base for your team in every organization, as I have been a first-hand witness to the transformation that this brings in the team's approach and impact on the business.

For details of awards and recommendations I've received throughout my career please visit my LinkedIn Profile-
https://www.linkedin.com/in/sreeram-rajendran-b8b36a10/
Resume created on DoYouBuzz
Experiences
  • Focused on building Qualified Lead funnel for Auto 1 businesses across EU, through conversion optimisation and building growth loops
  • Delivering a product roadmap for improved business outcome from existing traffic and building retention loops to extract more value from current and new customers
  • Optimising 9 digit annual budget for business outcome, through ownership of media planning, performance marketing optimisation, creative optimisation and identifying incremental growth target audience
  • Managing a diverse team of analysts, product managers and marketers to deliver profitable growth at both local and global level
  • Achieved double digit qualified business lead growth at better cost efficiency YoY, by steering both Offline (TV. OOH, Radio) and Online marketing activities (Performance marketing and Organic) towards better business outcome
  • Built the B2B growth organisation which drove supplier growth for GetYourGuide in the most critical destinations delivering +10% net revenue YoY from targeted initiaitves
  • Building organic growth through SEO and content marketing. +20% global organic traffic growth through product experimentation
  • Leading audience growth strategy through analysis and quick experimentation. +10% connected audience globally from creating new touchpoints.
  • Built the repeat transaction test design across different channels and product touch points
  • Discover conversion rate optimization opportunities across funnel stages through internal and external (competitive) analysis
  • Building and executing on a global App growth strategy, through Organic and Paid channels. Improved App attribution from 40% inaccuracy to within 10%. Migration of the paid strategy entirely to ROAS based bidding
  • Diversifying the marketing mix from Paid to owned and earned channels. Doubled the organic visibility in the US, increased revenue share for App by 2.5x over a 2 year period
  • Transformational role @ Style theory - the largest fashion subscription business in South East Asia.
  • Building a centralized marketing analytics system and a hypothesis based experimentation practice to discover growth opportunities
  • Built the team through hiring and set up processes to move Style theory subscription marketing team from traditional marketing to growth marketing
  • Leading the digital marketing org across performance marketing, organic traffic growth and programmatic display
  • Managing demand generation and Conversion optimization efforts.
  • Defining Market strategy based on user insights for key markets in APAC
  • Won the CEO award for developing marketing playbook
  • Product marketing for new eCommerce/direct booking initiatives in the UK for Skyscanner.
    Developed the Go-to market plan, and optimizing marketing campaigns across paid and organic channels
  • Identifying and scaling new / innovative marketing channels based on quick iterative testing such as influencers, direct messaging channels
  • Handled high 7 digit budgets across APAC and EMEA markets
  • Led the marketing channel optimization for the largest appointment management platform for Doctors & Clinics (Practo Ray)
  • Optimized funnel flow optimization using landing page A/B tests, innovative campaigns such as missed call programs that led to a 5x growth in leads
  • Improved automation for inside sales team to better capture leads, leading to a 2x increase in marketing contribution to total sales (increasing from 10% to 20%)
  • Clustering of keyword volumes from Google adwords API using R and Python.
    It led Practo to understand the most valuable keywords that need to be optimized for, to improve SEO traffic and paying to create the most valuable content
  • Tableau based tool to optimize any digital marketing channel on the fly. Improved transactions by 30% at the same cost in 30 days. The tool led us to manage all digital campaigns internally with out the need of an external agency.
  • Built an intelligent Customer Notification Engine (CRM) that can automatically send an email/app notification to the user based on the website/app behavior (saved manual campaign setup time and increased response rates by over 40%)
  • Improving marketing efficiencies for India's largest online healthcare platform.
  • Increased the number of inbound leads for our B2B products by 12x in 200 days
  • TVC analytical framework to study realtime impact of Practo TV commercial on App downloads. This is now used as an industry wide standard by consumer internet companies on understanding realtime impact of TVC on App downloads/Website visits
  • App store ranking prediction algorithm to predict Android play store ranking based on our Marketing spend
  • Working with the Head of Marketing and Product Management, to initiate and lead the analytical efforts of the marketing and product management teams
  • Optimized Facebook campaigns by identifying cross-selling opportunities through a market-basket analysis, provided insights on category affinities
  • Developed a simple email-marketing algorithm to deliver relevant mails to customers at varying time intervals based on browse abandonment
  • Worked on a market mix model for the largest retailer in US.
    To identify the impact of specific events of interest -Using a main effect interaction model to build a market level linear regression model
  • Delivered a weekly demand estimation model for the world’s largest beverage manufacturer using a log- log regression model
  • Co-authored an article titled “A Step-by-Step Guide to Measuring Retail Marketing ROI”, published on a reputed marketing magazine
  • Measured impact of an interest free credit option targeting the business members of a major U.S Club retailer, as a part of the evaluation at Mu Sigma University (MSU)
  • Created an integrated report to measure the ROI and optimize investments across various channels for one of the world's leading manufacturers of paper and pulp products - Quarterly report building involved data integration across sources using R to create a tableau based dashboard providing insights to CXO level audience
  • Identifying impact of change in pricing strategy followed by the world's largest retailer for major tissue brands- Isolating the impact of the pricing change using test and learn best practices, involved building a Linear regression model in R and ANCOVA to suppress market noise
  • A simplified CLTV measurement for customer segments identified by business
Education

Bachelor of Engineering

Bangalore Institute of Technology

2008 to 2012
Electrical, Electronics and Communications Engineering
Grade: First class with Distinction
Skills

Marketing

  • Search Engine Optimization
    Expert
  • Paid search marketing
    Expert
  • Paid Social and Display
    Advanced
  • Integrated Account Based Marketing
    Advanced
  • CRM strategy (Web/App)
    Advanced
  • Mixpanel
    Expert
  • Brand Marketing
    Expert
  • Brand Awareness
    Advanced
  • B2B Marketing

Programming Languages

  • R Programming
    Expert
  • SQL
    Expert
  • Python
    Good

Statistical Methods

  • ARIMA
    Advanced
  • Linear Regression
    Expert
  • Design of Experiments
    Expert
  • ANCOVA
    Expert
  • Conjoint Analysis
    Good
  • Clustering
    Advanced

Business Analytics

  • Marketing Mix Modelling
    Advanced
  • Customer Lifetime Value
    Advanced
  • Root cause analysis
    Expert
  • Anomaly detection
    Advanced
  • KPI definition
    Advanced

Analytical Tools

  • Tableau (Mentored team members across organizations in setting up dashboards by conducting training courses)
    Expert
  • Adobe Omniture
    Good
  • SQL
    Expert
  • Mixpanel
    Advanced
Resume created on DoYouBuzz