Vishnu Radhakrishnan Email and Phone Number

My current role focuses on enhancing customer acquisition and customer retention for the Sharefile business unit of Citrix. This involves strategic ideation for campaigns in the PPC environment, utilizing data analytics to assist with understanding performance and subsequently, altering campaigns to maximize KPI achievement.

-My role was focused on customising and utilising platform specific tools to create solutions for client requirements and assisting them with implementing strategic solutions for online advertising/marketing channels with a focus on internal product management and performance /digital marketing execution, reporting & solutions (strategy), enabling my clients to improve performance and efficiency. Experienced in the EMEA, APAC, MENA & NA regions. Marketing channels include Facebook, Twitter, Linkedin, Instagram, TikTok, Snapchat & Google. I managed a portfolio generating an annually recurring revenue of over $3M. -Additionally, I also assisted the product dev team by providing insight on development opportunities for the product, hence improving the product and enabling it to advance due to the creation and implementation of feature updates.-Created GTM strategies for product enhancements that were created based on user & region level assessments for e-retail & media clients, while also focusing on user adoption and usage statistics to create upgrades/developments.

-Focused on creating, assessing and planning business development plans to create client growth.- Created forecasting and predictive models to improve user retention while assessing user behaviour to improve traffic quality.- Mentored and managed a team of business and senior business analysts and created personal growth and development plans to aid with their growth in the organisation.-Added quicksight and Power BI expertise to improve data visualisation capabilities.- Managed OTT sector and e-commerce sector clientele while overseeing the entire process flow including team management, delegation and general campaign management, assessment and reporting.- Gained expertise in Facebook and Apple ads.

-Managed Cross channel portfolios and planning.-Utilized Category Based Assessments to improve ROIs on smart shopping campaigns by running product set/product category campaigns for a 30% ROAS improvement.-Extensively worked on Google analytics, utilising the medium primarily for ecommerce growth. Data visualisation tool expertise was gained as well to interpret the data in a structural manner harnesed from Google analytics (data studio).-Created extensive learning and growth plans for team members and mentored 2-3 subordinates as well.-Created multiple business development and strategic plans for potential clients, showcasing growth in scale and KPI fulfilment both.-Created SOPs for analytics operations and strategies for utilization in app based environments, especially in the ecommerce and OTT sectors.-Used Adobe Analytics for extensive product level assessments of media campaigns to gain incremental value through advertising campaigns' targeting options by creating user purchase trend flows and audiences, aiding in performance and targeting relevance improvement. Structured and utilised Omni Channel strategies, reach and frequency assessments (branding), recency and frequency assessments (performance), LTV & retention strategies, basket & user analysis and bucketing as well as competitor analysis, aiding the performance based campaigns by attaining a 150% improvement in the ROI.- Ran App Campaigns utilizing shopping (GMC) feeds, resulting in a 65% improvement in the ROI during the Black Friday time period(e-retail). Lead the strategy, planning and execution fronts for the MENA e-retail client. Performed extensive measurement protocol assessments.

- Managed Ad spends of $2 million/month on avg during the OND period for a MENA e-retail giant. Managed a maximum of $200,000/day.-Gained experience with general tracking measures and worked extensively on measurement using UTM parameters.- Ran display for performance using custom affinity audience segments, attaining a 170% higher ROI than the industry benchmark through a branding campaign. (e-retail)- Ran Dynamic re-marketing campaigns for App & Web, utilizing event trigger recency based audiences, segmented on an OS level, aiding in an improved ROI by 35%. (e-retail)- Created extensive performance & branding plans for e-retail and BFSI verticals. Ran multiple A/B tests to assess variables- Ran YouTube campaigns, utilizing TVFA & TVFS for performance and running other capabilities YouTube offers for branding (including in stream ads).- Utilized Google's Discovery feature on the BFSI vertical, gaining a 2x lower CPL and improving lead quality and count, targeting in market and custom intent-based audience segments.- Increased expertise in the Search, Shopping, App (re-marketing included), Display and Video domains of Google.

- Handled Bulk Executions For LCS Clients Across Verticals.- Verticals explored include BFSI, FoodTech, E-retail to name a few.- Involved in extensive market research to aid efficient scaling of businesses.- Worked on clientele in the APAC & MENA regions.- Aided the digital performance of an Indian Health Insurance giant by reducing CPLs by 50% and improving the lead to sale ratio by 10% with efficient audience targeting.- Ran extensive campaign impact assessments and LTV and retention analysis' for a MENA E-retail giant.- Gained Expertise in the Video, App, Search and display domains of Google.