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Search Engine Marketing Specialist
Karthik M
,
Basingstoke, United Kingdom
Experience
Other titles
Skills
I'm offering
Experienced, strategic Paid Search leader with an extensive record of growing ecommerce revenue Track record of developing acquisition marketing performance through innovative digital marketing strategies and tactics, strong analytical skills, agency management and team building from scratch. Main speaker at Google's "Science of Search" seminar in 2009 on advanced analyses for digital marketing effectiveness; interviewed twice by New Media Age in 2010 on using the latest innovations in online marketing. Have beaten targets and achieved discontinuous growth in all my performance marketing roles over the last 19 years.
Markets
United Kingdom
Links for more
Once you have created a company account and a job, you can access the profiles links.
Industries
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2011 - 2020
job
Founder and Managing Director
Mouseback Group.
(UK) DEC 2011 - Current
Independent performance marketing agencies in UK, UAE and India providing strategic consultancy, audits of performance marketing campaigns and PPC management.
Founder and Managing Director
* Sole Founder and lead strategist for multi-million-pound performance marketing campaigns of corporate clients (primarily two FTSE 250 companies) for several years, in Europe, MENA and APAC
* For an enterprise client, grew revenue from under GBP 200 per annum to over GBP 2.8 million per annum in 5 years along with lots of leads (despite business disruptions)
* Provided key consultancy to a USD 2 billion global leader in the Office Space sector where I overhauled the SEM and SEO strategy for the US and EMEA, evaluated the skill sets of the 20 member team, identified and interviewed new hires for Heads of Paid Search and SEO, rationalized agency relationships and introduced new forms of reporting and training.
Independent performance marketing agencies in UK, UAE and India providing strategic consultancy, audits of performance marketing campaigns and PPC management.
Founder and Managing Director
* Sole Founder and lead strategist for multi-million-pound performance marketing campaigns of corporate clients (primarily two FTSE 250 companies) for several years, in Europe, MENA and APAC
* For an enterprise client, grew revenue from under GBP 200 per annum to over GBP 2.8 million per annum in 5 years along with lots of leads (despite business disruptions)
* Provided key consultancy to a USD 2 billion global leader in the Office Space sector where I overhauled the SEM and SEO strategy for the US and EMEA, evaluated the skill sets of the 20 member team, identified and interviewed new hires for Heads of Paid Search and SEO, rationalized agency relationships and introduced new forms of reporting and training.
Marketing, Seo, Training, PPC, Management, Office, Search, Enterprise, SEM, Founder
2009 - 2011
job
Director, Demand Generation, (EMEA and APAC)
Hilton Hotels Worldwide.
Nov 2009 - AUG 2011
[A SuperBrand hotel enterprise with over 3500 hotels in 81 countries, 135000 employees and an annual turnover of over USD 12 billion+]
Director, Demand Generation, (EMEA and APAC)
* Responsible for generating online bookings in Europe, the Middle East, Africa and Asia Pacific for 10 brands of the Hilton Worldwide group. Planned and executed performance marketing campaigns and did media buys for branding campaigns.
* In charge of P & L for online spends of USD 25 million+
* Improved revenue toplines, whilst decreasing costs, by radically changing the online marketing strategy within the 1st quarter on the job. YoY revenues grew by 38% and acquisition costs went down by 17%
* Grew Paid Search revenues by 28%, Display revenue by 300%, and affiliate marketing revenues by 125% within a year - along with better ROIs in Paid Search and Display
* Grew the team from 2 to 8, training and developing their tactical skills whilst troubleshooting issues related to team and inter-departmental dynamics
* Led workshops/presentations to evangelise online marketing among the various marketing departments within the company
* Grew the budgetary contributions for Paid Search from hotels by 40%
* Evolved a statistical attribution/econometric model to determine the commercial value of online advertising
* Strategized complex Paid Search programs with 33 million keyphrases and multiple matriced reporting systems
* Re-drew the entire Paid Search strategy and introduced multiple tactical optimization methods
* Introduced off-page SEO to the company and increased the Google SERPs for 85% of the targeted keyphrases
* Led a highly successful, short-term social media campaign in UK and Germany
[A SuperBrand hotel enterprise with over 3500 hotels in 81 countries, 135000 employees and an annual turnover of over USD 12 billion+]
Director, Demand Generation, (EMEA and APAC)
* Responsible for generating online bookings in Europe, the Middle East, Africa and Asia Pacific for 10 brands of the Hilton Worldwide group. Planned and executed performance marketing campaigns and did media buys for branding campaigns.
* In charge of P & L for online spends of USD 25 million+
* Improved revenue toplines, whilst decreasing costs, by radically changing the online marketing strategy within the 1st quarter on the job. YoY revenues grew by 38% and acquisition costs went down by 17%
* Grew Paid Search revenues by 28%, Display revenue by 300%, and affiliate marketing revenues by 125% within a year - along with better ROIs in Paid Search and Display
* Grew the team from 2 to 8, training and developing their tactical skills whilst troubleshooting issues related to team and inter-departmental dynamics
* Led workshops/presentations to evangelise online marketing among the various marketing departments within the company
* Grew the budgetary contributions for Paid Search from hotels by 40%
* Evolved a statistical attribution/econometric model to determine the commercial value of online advertising
* Strategized complex Paid Search programs with 33 million keyphrases and multiple matriced reporting systems
* Re-drew the entire Paid Search strategy and introduced multiple tactical optimization methods
* Introduced off-page SEO to the company and increased the Google SERPs for 85% of the targeted keyphrases
* Led a highly successful, short-term social media campaign in UK and Germany
Affiliate, LED, Asia, Social, Enterprise, Online, Search, Affiliate marketing, Campaign, Google, Social Media, Workshops, Training, Online Marketing, MArketing Strategy, Advertising, Branding, Seo, Marketing
2007 - 2009
job
Group ecommerce Marketing Manager (Acquisitions)
Electrocomponents Plc.
Dec 2007 - Nov 2009
[World's largest distributor of industrial components with operating companies in 26 countries and a turnover of $1.5 billion.]
Group ecommerce Marketing Manager (Acquisitions)
* Responsible for the group's strategy for digital marketing in 26 countries
* Evolved a business case for increased spends, defined the value of online marketing and secured budgets to increase online customer acquisition and incremental revenue by several multiples
* Realised the web sales share target of 50% well within the 5-year framework announced to the stock market (achieved 42% in 16 months). Grew Paid Search revenues by over 30 times
* Introduced Paid Search programs in 26 countries and directed the Heads of Online/Marketing in all these countries on all aspects of acquisition marketing - goal setting, methods, tactics, procuring additional budgets, agency and performance management etc
* Responsible for the online marketing mix, budgetary allocation, and cost control within a matrix structure and securing management buy-in
* Worked together with online marketing managers in 26 countries to disseminate best practices relating to strategy and agency relationships.
[World's largest distributor of industrial components with operating companies in 26 countries and a turnover of $1.5 billion.]
Group ecommerce Marketing Manager (Acquisitions)
* Responsible for the group's strategy for digital marketing in 26 countries
* Evolved a business case for increased spends, defined the value of online marketing and secured budgets to increase online customer acquisition and incremental revenue by several multiples
* Realised the web sales share target of 50% well within the 5-year framework announced to the stock market (achieved 42% in 16 months). Grew Paid Search revenues by over 30 times
* Introduced Paid Search programs in 26 countries and directed the Heads of Online/Marketing in all these countries on all aspects of acquisition marketing - goal setting, methods, tactics, procuring additional budgets, agency and performance management etc
* Responsible for the online marketing mix, budgetary allocation, and cost control within a matrix structure and securing management buy-in
* Worked together with online marketing managers in 26 countries to disseminate best practices relating to strategy and agency relationships.
Digital Marketing, Marketing, Ecommerce, Online Marketing, Performance Management, Management, Sales, Business Case, Web, Search, Online, Framework, Manager
2004 - 2007
job
Head - Online Marketing
Ionos.
- UK & France
* Responsible for digital marketing in UK/France
* Led a team of 4 and managed the output of 2 search team members in Romania to optimise a multi-million Euro budget.
* Responsible for the online marketing mix, budgetary allocation, cost control and team development in the UK and France
* Worked closely with cross-geographic teams of partners and counterparts in Germany, UK, France, USA and Romania
* Led the recruitment and training of the digital marketing team and developed a digital marketing manual to inculcate best practices amongst international teams
Achievements
→ Achieved 250% growth in ecommerce revenue in the first year and established online marketing as the leading sales channel in IONOS UK
→ Due to the success achieved in UK, was entrusted with online marketing for France as well. Launched 1&1 SARL's online marketing in France, quickly capturing the no: 2 market share in France
→ Established dominance in the consumer segment, identifying and using a loss leader as the key revenue driver
→ Assisted in the company's high-profile marketing campaigns around a sponsorship of the America's Cup
* Responsible for digital marketing in UK/France
* Led a team of 4 and managed the output of 2 search team members in Romania to optimise a multi-million Euro budget.
* Responsible for the online marketing mix, budgetary allocation, cost control and team development in the UK and France
* Worked closely with cross-geographic teams of partners and counterparts in Germany, UK, France, USA and Romania
* Led the recruitment and training of the digital marketing team and developed a digital marketing manual to inculcate best practices amongst international teams
Achievements
→ Achieved 250% growth in ecommerce revenue in the first year and established online marketing as the leading sales channel in IONOS UK
→ Due to the success achieved in UK, was entrusted with online marketing for France as well. Launched 1&1 SARL's online marketing in France, quickly capturing the no: 2 market share in France
→ Established dominance in the consumer segment, identifying and using a loss leader as the key revenue driver
→ Assisted in the company's high-profile marketing campaigns around a sponsorship of the America's Cup
Growth, LED, USA, Online, Search, Team development, International, Sponsorship, Development, Digital Marketing, Recruitment, Sales, Training, Budget, Online Marketing, Ecommerce, Marketing
2001 - 2004
job
Head - Online Media Solutions
Bridgeovertw.com.
* Independently directed online campaigns - budgeting, media buying, planning, analysis and optimization, scheduling, implementation - heading a team of six
* Conceptualized, developed, and implemented international online campaigns for clients in banking, tourism, software, automobile, education and manufacturing sectors
Achievements
→ Managed India's biggest online marketing account, Citibank, and increased online Credit Card sales by 700% and generated 87% of leads for a remittance product
→ Led the agency in providing online solutions for all product segments to Citibank India and propelled it to greater success
→ Pioneered internet inventory barter in India for Sify.com - spanning 30 web sites
→ Delivered high impact ad campaigns for McDowell's (world's 3rd largest alcoholic beverage company) online campaign - almost 20 times industry standards
→ Implemented the world's first ever online paints solution for Asian Paints and beat the client's own best market response forecasts by more than 400%
→ Successfully leveraged major events, such as the 2003 Cricket World Cup to promote marketing campaigns and generated business leads through customised activities
→ Initiated an online campaign for Enterprise Ireland that delivered twice the anticipated performance, at 50% of the cost, through optimized media planning and buying
* Conceptualized, developed, and implemented international online campaigns for clients in banking, tourism, software, automobile, education and manufacturing sectors
Achievements
→ Managed India's biggest online marketing account, Citibank, and increased online Credit Card sales by 700% and generated 87% of leads for a remittance product
→ Led the agency in providing online solutions for all product segments to Citibank India and propelled it to greater success
→ Pioneered internet inventory barter in India for Sify.com - spanning 30 web sites
→ Delivered high impact ad campaigns for McDowell's (world's 3rd largest alcoholic beverage company) online campaign - almost 20 times industry standards
→ Implemented the world's first ever online paints solution for Asian Paints and beat the client's own best market response forecasts by more than 400%
→ Successfully leveraged major events, such as the 2003 Cricket World Cup to promote marketing campaigns and generated business leads through customised activities
→ Initiated an online campaign for Enterprise Ireland that delivered twice the anticipated performance, at 50% of the cost, through optimized media planning and buying
Marketing, Online Marketing, Sales, Banking, Media buying, Media planning, It, Implementation, Internet, Software, International, Web, Campaign, Online, Enterprise, LED
1999 - 2001
job
Research Executive
Hansa Research.
* Designed and managed the qualitative and quantitative market research operations for clients such as Sony, Van Miller, Citizen Watches, Sara Lee, Visa, ANZ Grindlays and Wipro
* 6 months out of MBA school, headed a team of 6 to carry out market research campaigns in Financial Service, FMCG, Consumer Electronics and Internet verticals
* Assisted the branch manager in project management, from initial client contact to scoping requirements, negotiating prices, managing surveys, and drafting research reports
* Regularly deputised for the branch manager in her absence, overseeing office operations and troubleshooting issues
Academic Review
* 6 months out of MBA school, headed a team of 6 to carry out market research campaigns in Financial Service, FMCG, Consumer Electronics and Internet verticals
* Assisted the branch manager in project management, from initial client contact to scoping requirements, negotiating prices, managing surveys, and drafting research reports
* Regularly deputised for the branch manager in her absence, overseeing office operations and troubleshooting issues
Academic Review
Project Management, Operations, Market research, Research, Management, Service, Surveys, FMCG, Office, Electronics, Internet, Manager
My education
1997
-
1999
Pondicherry University
MBA, Business Administration
MBA, Business Administration
1994
-
1997
University of Madras
Bachelors, Business Administration
Bachelors, Business Administration
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