Wordplay Digital is a company with our heart set on Digital. We offer 1) Digital Marketing services:• We also work with select corporates on defining their digital marketing plans and offer custom consulting solutions regarding all things digital.• We work with our clients on building their digital strategy /roadmap and take care of their SEM, Social Media Engagment & Management, Growth Hacking, eCRM, Content Monetization• We specialise in Retail, Ecommerce, Services, Education & Entertainment verticals2) Online Reputation Management:• We work with a bunch of celebrities to help keep a positive online reputation. We currently work with a few south indian celebrities, managing their Social profiles and also working on removing any negative press that comes up on Google as well3) Digital Marketing Education:• We train & educate graduates and working professionals who want to upskill themselves and stand out from the crowd on key digital marketing skills• We also offer solutions to schools to educate children on navigating safely through the digital landscape and use digital tools effectively to manage their daily tasks more efficiently.As the COO of the organisation, I work hands on and manage the day-to-day operations of the entire business.

• Leading the company’s online marketing activities including strategic brand building / Strategic Marketing Initiatives / Promotions & eCRM / Content Management • Responsible for the online marketing P&L management of the online Business • Develop financial plan (profitability targets, pricing markup and stocks) in line with the business goals • Deliver marketing ROI and manage the traffic/ retention and sales targets • Work on marketing Mix, Creative strategy and portfolio management to ensure delivery of brand objectives – Market share, Gross Margin, Consumer Measures and Brand Financials • Develop Branding Strategies in line with Organizational goals • Driving online customer acquisitions, retention and sales through digital channels • Driving strategic initiatives, campaigns and managing processes to deliver business targets for digital sales channels like SEM, eCRM, SEO, App marketing, Affiliates, Social Media• Working closely with content producers to ensure optimization of the content to be published in order to maximize traffic and engagement• Develop and execute marketing programs to drive organic online sales• Run re-marketing/re-targeting campaigns to convert users who abandon shopping cart • Lead the UI/UX teams to optimize design and user work flows and improve the conversion across channels - Web, mobile website and, mobile app • Define the software requirements and prioritize the tasks taking the business impact and risks in mind• Set up a Partner ecosystem with the best of agencies and alliances Core strengths: Brand building, Marketing Analytics, Digital/Multichannel Marketing, Creative/ Design management, Content Management, Building entrepreneurial teams

 Manage Search Marketing and Digital Analytics and Reporting for all of Tesco’s Food, Direct and Non Food businesses with 16 team members driving an annual revenue of over ~250M Forecast and manage the spend budgets (~ 15M annual) to ensure proper allocation in accordance with campaign contract terms and project goals. Responsible to grow the existing businesses and also transition other businesses and geo location specific activity in-house  Liase with the Heads of businesses to ensure the team drives incremental revenue for the business and over achieves business goals Lead a team taking care of setting up attribution, tagging and tracking of all Digital Marketing activity for Tesco.com Manage digital analytics through web analytics tools like Google Analytics, Doubleclick and Omniture Work with Senior managers at Google, Yahoo and Bing to ensure Tesco’s search proposition is ahead of our competitors and improve our market share Lead the Search strategy for all of Tesco to ensure Tesco is the market leader in trialing newer initiatives and ensure adequate resourcing and IT development is in place to support the ever growing business Plan project implementation with IT teams and Webmasters to ensure prioritisation of IT developments hours to help support marketing teams  Continously assess and streamline processes and work on automating repetitive tasks to help the team have time to strategise Create a culture of innovation within the team so that we drive Tesco’s strategy of growing in the Multi-channel space. Ideate and implement new ways in which all Digital channels work in sync and reflect as one Tesco campaign and not multiple channels trying to reach them Oversee training requirements to ensure every colleague in the team upskills themselves continously to ensure we support business growth Legal Compliance Project manage all tracking requirements for all digital channels across all business on Doubleclick and Google Analytics

 Manage Online Advertising for all of Tesco’s Food, Direct and Non Food businesses with 14 team members Work with the team to achieve a minimum of £5 million revenue each week. Current average revenue for the team is £7.3 million per week. Manage the Finance process for all of Tesco’s online advertising business and ensure all the suppliers like Google, Yahoo, MSN and Kenshoo are paid on time Manage Transition on newer businesses that were being managed by external agencies in the UK by preparing project plans highlighting the benefits of the transition – Tesco Bank, Tesco Telecoms Help the team develop reports for Forecasting, trending, and results analysis to pitch for additional budget Liase with the Senior Commercial Managers/Trade planning teams in the UK to help them understand the potential of paid search by providing them with market analysis, competitor insights and untapped opportunity available and work together to drive incremental revenue Create and define project plans for improvement programs and tools/process changes Work with other teams to come up with project to help drive incremental revenue and better customer satisfaction Transitioned all of Tesco’s huge online businesses from agencies in-house leading to over £1.04M savings annually (Tesco Bank & Telecoms) Received various appreciations from stakeholder and Senior Commercial managers for consistently exceeding team targets

Manage Online Advertising for Tesco Direct and all of Tesco's non-food business. Work with team to achieve a minimum of £2.5 million revenue week-on-week. Day to Day management and implementation of Tesco's pay per click campaigns including bid management, conversion strategies and ROI analysis.Creating and implementing new campaigns and project plans with the changing market.Monitoring campaign results, analyzing key metrics, and optimizing click-through and conversion rates. Provide mentorship and guidance to my team and help achieve the revenue targets.Manage budgets to ensure proper allocation in accordance with campaign contract terms and project goals.Manage the training roadmap and plan trainings for Online advertising, including on boarding training for new recruits.Created and managing the Quality process for optimizations carried out by the team. Growth and expansion of the team. Including new processes as well as interviewing new candidates.Analyse competitor data and conduct online research to ensure Tesco does not lose out to any competitors in any of the business categories.Created and maintaining the SOP documentation and process roadmap for the Online Advertising process for Tesco.

Reporting to Manager, Online Sales and operationsRole:Assist low performing AdWords customers in optimizing their campaign and manage the maximum return on investment.Provide post optimization support to advertisers to help them fine tune their advertising campaigns.Prepare trending, performance and revenue reports for the client as well as the organization.Manage and grow Pay per click and Google Content Network campaigns for large, top-tier advertisers. Independently source high-value optimization work from a portfolio of accounts, plan and execute optimization strategies.Collaborate directly with clients to understand client needs, determine strategy, develop and execute account plans.Creating and delivering client-facing materials (presentations, pitch decks, optimization explanations, etc.)Work collaboratively with a global account team to drive meaningful growth in the clients' and in Google's business.Mentor and build skills for more junior team members (optimizers, Account Strategy analysts, as well as junior pod team members).Manage workflow for a global account team, inclusive of revenue reporting.Proactively assess and measure the impact work and pitching subsequent optimization or account changes as needed.Key Acheivements:Pitched ~200 optimization proposals to high potential advertisers in Q1, 09 highest by any member of the India team.97% acceptance rate in pitches. Revenue impact of over $100,000 in Q1'09 and over $600,000 in 2008.Managed ~200 advertiser accounts including Mercedes Benz, adobe and The Barack Obama presidential campaign.Peer Bonus (Awarded by a peer for being a great mentor)Certified ConOps Black belt holder for in depth knowledge of 16 Google products.Certified Google AdWords Professional (GAP) with a score of 96%.

Optimised accounts for various clients across Healthcare, Retail, B2B verticals to help them achieve their business goals

Managed the Team Advisor program, a program designed to mentor new hires in acquiring product and process knowledge to ensure a fast ramp.Managed a team of 7-8 Team Advisors. Handled workflow, trainings and feedbacks for the UK Team Advisor team.Monitored performance of the Team Advisors and of the new hires and provided timely feedback to the management about the team's performance.Designed and conducted product trainings for new hires on specialized account management processes.Provided SME support via chat to the UK AdWords team in Dublin.Accolades:Chosen for the Atithi Program - A program to help cross pollination of best practices between the Google India and Google Dublin offices and worked out of the Dublin office for a month.Set up the Team Advisor team, created processes and developed relevant training modules.Winner of the CampuStar Award for being one of the leading interviewers in the India office.Managed the Noogler orientation process for the UK team.Winner of 2 TA awards for excellence in training and product knowledge.Winner of the Gold Award for managing the TA team during a crisis

Reporting to Manager, Online Sales and OperationsRole:Built expertise in online advertising policies, products and acquired search engine marketing business model knowledge.Improved advertiser performance and conversion targets through analysis of their current advertising strategy, resulting on average in a 30% increase in revenue per advertiser for Google.Trained Interviewer having conducted over 500 interviews.Worked across various verticals including Healthcare, Agency, Business and Industrial markets as well as retail.Worked across different Global markets including Australia, UK and US markets.