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Strategic & Tactical Performance Marketing & Lead Generation Professional
Sumit Lakhina
,
Watford, United Kingdom
Experience
Skills
I'm offering
A performance-driven marketing specialist with 10 years of experience developing highly successful marketing programs and advertising campaigns. Strong track record in business turnaround, go-to-market strategy and execution across territories and product line driving profitable growth underpinned by excellent strategy creation and execution. Stong SEO Experience in improving brand's visibility and share of voice.
Markets
United Kingdom
Links for more
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Industries
Available
My experience
2021 - ?
job
Head of Marketing & Analytics
UKAT Group Limited.
MArketing Strategy, Digital Strategy, Seo, Google analytics, Google adwords, Social Media, Digital Marketing, Content marketing
2019 - 2021
job
Performance Marketing Lead
Upperline Marketing Limited.
● Led omnichannel marketing function with responsibility for developing and implementing the marketing strategy for the UK's renowned brands - Mecca Bingo and Grosvenor Casinos and largest gaming brands in Spain - YoBingo and YoCasino.
● Led the development of Organic & App marketing strategy across 12 other Tier 2 UK facing brands.
● Managed an 8-person in-house team and outside contractors and agencies to meet commercial goals and business objectives while staying within budget.
● Led the collaborative development and implementation of strategies to increase awareness and support the creations and development of incremental FTD campaigns that produce value to the business
● Initiated special campaigns including, but not limited to direct mail and OOH campaigns across venues in North & West midlands.
● Responsible for creating a new visual brand identity and graphic standards, establishing, and maintaining a consistent and compelling messaging and positioning in Spain.
● Designed and executed a number of effective social media strategies from the ground up, driving increases in both engagement and new customers.
● Developed a content pipeline/strategy to produce thought-leadership in various formats ranging from website content, advanced data markups, streaming, motion graphics and blogs.
● Developed ways of working with Digital teams to put fundamental structures in place involving briefing, reporting, tracking, forward planning and reflecting on the commercial benefits
● Generated UK flagship brand growth of over 200% organically with all industry-leading core demand generating terms at position 1 on search engines.
● Led the development of Organic & App marketing strategy across 12 other Tier 2 UK facing brands.
● Managed an 8-person in-house team and outside contractors and agencies to meet commercial goals and business objectives while staying within budget.
● Led the collaborative development and implementation of strategies to increase awareness and support the creations and development of incremental FTD campaigns that produce value to the business
● Initiated special campaigns including, but not limited to direct mail and OOH campaigns across venues in North & West midlands.
● Responsible for creating a new visual brand identity and graphic standards, establishing, and maintaining a consistent and compelling messaging and positioning in Spain.
● Designed and executed a number of effective social media strategies from the ground up, driving increases in both engagement and new customers.
● Developed a content pipeline/strategy to produce thought-leadership in various formats ranging from website content, advanced data markups, streaming, motion graphics and blogs.
● Developed ways of working with Digital teams to put fundamental structures in place involving briefing, reporting, tracking, forward planning and reflecting on the commercial benefits
● Generated UK flagship brand growth of over 200% organically with all industry-leading core demand generating terms at position 1 on search engines.
Social, App, Search, Development, Omnichannel, Streaming, Support, Growth, Marketing, Content, Website, Brand identity, Blogs, Leadership, Social media strategies, Budget, Motion graphics, MArketing Strategy, Social Media
2018 - 2019
freelance
Performance Marketing Manager
William Hill PLC.
● Developed budgeting and forecasting trends to segment promotional activities based on various business KPIs and filters
● Initiated VIP Treatment with bespoke offers which resulted in a +35% growth in revenue WoW in Italy
● Conducted market research to understand customer motivations and created a strategy for recreational casino players that resulted in +85% business growth WoW
● Focused on sourcing mobile content and driving users to install Casino app by incentivising them with a freebie offer and further monetizing by in-play messages which resulted in +43% YoY
● Successfully initiated SMS and Push Notification strategies within Spain that resulted in a growth of +18% in player actives
● Implemented first-ever mass marketing campaign for International Territories during FIFA World Cup 2018 resulting in +67% increased Casino Net Revenues per week during these campaigns
● Integrated performance marketing with CRM for customers within Early Life, Yield, Saves, VIP and xsell segments focusing on device type and game type filters
● Initiated VIP Treatment with bespoke offers which resulted in a +35% growth in revenue WoW in Italy
● Conducted market research to understand customer motivations and created a strategy for recreational casino players that resulted in +85% business growth WoW
● Focused on sourcing mobile content and driving users to install Casino app by incentivising them with a freebie offer and further monetizing by in-play messages which resulted in +43% YoY
● Successfully initiated SMS and Push Notification strategies within Spain that resulted in a growth of +18% in player actives
● Implemented first-ever mass marketing campaign for International Territories during FIFA World Cup 2018 resulting in +67% increased Casino Net Revenues per week during these campaigns
● Integrated performance marketing with CRM for customers within Early Life, Yield, Saves, VIP and xsell segments focusing on device type and game type filters
Marketing, CRM, Market research, Forecasting, Research, Sourcing, Content, Growth, Net, International, App, Campaign, Manager, Customer
2017 - 2018
freelance
User Acquisition Manager
Northern & Shell Limited.
● Led product marketing and launched for a new strategic Instant Lottery product, "QuickWin", ensuring solid market reaction and field readiness innovative and unconventional strategies
● Led the development of an improved mobile app, then drove record downloads +60% Q4 v Q2
● Reduced CPA on paid search by 80%, and increased the weekly impression share in addition to reducing spending, creating compelling ad copies, capitalising on long-tail keywords and A/B testing
● Increased the Organic CTR by over 60% for core key phrases within the first three months
● Encouraged high street retailers such as Tesco, Sainsbury, McColls and other symbol groups to actively promote the brand within their store locator pages in a bid to get Local visibility on Google Maps
● Implemented company's first-ever email acquisition campaign by getting over 1.3M emails sent out resulting in over 1400 new users at CPA of £3.80 and fueling the Retargeting campaign
● Led the development of an improved mobile app, then drove record downloads +60% Q4 v Q2
● Reduced CPA on paid search by 80%, and increased the weekly impression share in addition to reducing spending, creating compelling ad copies, capitalising on long-tail keywords and A/B testing
● Increased the Organic CTR by over 60% for core key phrases within the first three months
● Encouraged high street retailers such as Tesco, Sainsbury, McColls and other symbol groups to actively promote the brand within their store locator pages in a bid to get Local visibility on Google Maps
● Implemented company's first-ever email acquisition campaign by getting over 1.3M emails sent out resulting in over 1400 new users at CPA of £3.80 and fueling the Retargeting campaign
Marketing, Google maps, Google retargeting, SOLID, Testing, Development, Google, Search, App, Campaign, Manager, LED
2014 - 2017
freelance
Marketing Consultant
Smart Gaming Group.
Marketing
2016 - 2016
freelance
Freelance Consultant
Distinctly (Agency Side).
2013 - 2014
job
Search Marketing Manager
Bwin.Party marketing Limited.
Marketing, Search marketing, Search, Manager
2010 - 2013
job
SEO/SEM Executive
Ladbrokes Betting and Gaming Ltd.
Seo, SEM, SEM
2009 - 2010
job
SEM Executive
Inpulse UK Ltd.
SEM, SEM
My education
2021
Google
Certification, Google AdWords Fundamentals
Certification, Google AdWords Fundamentals
2021
Google
Google Ads Advanced, Google Ads Advanced
Google Ads Advanced, Google Ads Advanced
2021
Google
Google Analytics Individual, Google Analytics Individual
Google Analytics Individual, Google Analytics Individual
2021
Google
Google Digital Sales, Google Digital Sales
Google Digital Sales, Google Digital Sales
2021
Google
Google Mobile Ads, Google Mobile Ads
Google Mobile Ads, Google Mobile Ads
2009
-
2010
Middlesex University
Masters, Business Information Technology
Masters, Business Information Technology
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