TopCoat Products

I, as a Performance Marketing Manager, am responsible for overseeing and implementing the organization's digital marketing strategy. This include tasks such as managing the organization's website and social media presence, developing and executing email marketing campaigns, and analyzing data to identify trends and insights that can inform the organization's digital marketing efforts.

I was also responsible for managing a team of digital marketing specialists, setting goals and objectives for the team, and ensuring that team members had the resources and support they needed to meet those goals. In addition, I was also responsible for working with other departments i.e. Creative dep. within the organization to ensure that the organization's digital marketing efforts were aligned with its overall business strategy.

Performance Marketing Manager 

Institute of Business Administration

As an enthusiastic and dedicated Instructor of Entrepreneurs, I've had the privilege of shaping the next generation of business leaders and fostering a culture of innovation. Here's a snapshot of my personalized job duties and responsibilities:

1. Curriculum Development:
   - Spearheaded the design and development of cutting-edge curriculum for entrepreneurship courses, ensuring relevance to current industry dynamics.
   - Created dynamic lesson plans and engaging instructional materials to captivate students' interest and drive a passion for entrepreneurship.

2. Classroom Instruction:
   - Delivered impactful lectures, workshops, and presentations that blended theoretical knowledge with real-world insights.
   - Fostered an interactive learning environment through engaging class discussions and hands-on activities, empowering students to apply entrepreneurial concepts.

3. Mentorship and Guidance:
   - Provided personalized mentorship to students, guiding them in the development of business ideas and projects.
   - Offered valuable insights into the entrepreneurial mindset, effective problem-solving, and the nuances of business development.

4. Industry Networking:
   - Established strong connections with local entrepreneurs and industry leaders to bring practical experiences into the classroom.
   - Organized thought-provoking guest lectures, networking events, and industry visits to broaden students' perspectives on entrepreneurship.

5. Research and Stay Updated:
   - Stayed at the forefront of industry trends, incorporating the latest technologies and changes in the entrepreneurial landscape into course content.
   - Contributed to the academic community through research initiatives and participation in conferences.

Instructor

MultiBank Group

MultiBank Group was established in California, USA, in 2005. Since then, this company has evolved into one of the largest financial derivatives providers worldwide, with a current paid-up capital of over $322 million. To maintain this paid-up capital number, I was responsible to create the multi-channel marketing campaigns to drive the highest converting traffic via Google, Facebook, Influencers, SnapChat, LinkedIn, Twitter and so on. On the same hand, I was also responsible for:

Developing and implementing performance marketing strategies and campaigns to drive traffic, engagement, and conversions.

Setting and managing budgets for performance marketing campaigns, and ensuring that campaigns are meeting or exceeding return on investment (ROI) goals.

Working closely with cross-functional teams, including product, design, and engineering, to ensure that marketing campaigns are aligned with business objectives and deliverables.

Analyzing and reporting on the performance of marketing campaigns, including metrics such as cost per acquisition (CPA), return on ad spend (ROAS), and customer lifetime value (CLV).

Identifying trends and opportunities for optimization and growth in the performance marketing space, and implementing tactics to capitalize on these opportunities.

Staying up-to-date with industry trends and best practices, and continuously evolving the performance marketing strategy to drive maximum results.

Managing and mentoring a team of performance marketers, including setting goals, providing feedback, and ensuring that team members have the support and resources they need to succeed.

GroupM

From managing and strategizing the annual media spend of a portfolio worth USD 20+ Million, consisting of FMCG, pharmaceutical and financial industries, to executing the digital media ROI-based campaigns ranging from the most complex PPC (Pay Per Click) campaigns to cohort and interest-based campaigns all come under my responsibilities. Currently, I am leading a team & heading the Unilever search and ecommerce in Pakistan. 


Aligning JBPs with international and local vendors for the year. Aligning goals for the year that helps in implementing vision ULPK has set for the year. 

Leading a team of 2 people that are assigned to categories and lead their goals accordingly. 

Reporting to region with the status of Pakistan team on digital.

Leading Programmatic, eCommerce, Data Driven Marketing (DDM), CRM and Strategic goals in the market that help establish best in class cases for Pakistan across the region. 

Devising holistic and categorical E-commerce strategies for Unilever  -Developing plans for Audience data collection and consolidation
 
Leading an all exclusive Collective Performance Ad solution (CPAS) for Unilever

Implementing AI driven performance marketing tool such as Shopalyst

Developing and implementing models to increase visibility for Unilever on Search -Directing strategies for website, Keyword and campaign optimization

Conducting website audits to make website structures crawler friendly

Driving sales and performance through Search

Result:    
Made Pakistan search market in top 3 markets in terms of Optimization

 Skills: Media Planning, Digital Marketing, Social Media Management

Developed plans for Audience data collection and consolidation  

Led an all exclusive Collective Performance Ad solution (CPAS) for Unilever 

Implemented AI driven performance marketing tool such as Shopalyst 

Developed and implemented models to increase visibility for Unilever on Search Directing strategies for website, Keyword and campaign optimization 

Conducted website audits to make website structures crawler friendly. 

Drove sales and performance through Search and improve E-commerce performance across all brands.

Assistant Media Planner

Mapped the annual media strategies for different clients. 

Aided in developing media plans, executions and reporting 

Evaluated campaigns across Unilever and recommended optimization strategies  

Optimized online marketing campaigns for better visibility and ROI. 

Managed budgeting and billing for the designated categories

Graduate Management Trainee

Working with Dr. Shahid Qureshi, Director CED IBA Karachi, I was responsible for arranging and conducting field interviews as appropriate to the study, and recording research data in accordance with specified protocol and procedures. I, furthermore, also;

Developed and assisted in the development of interview schedules; contacted potential subjects to introduce and explained study objectives and protocol, and arranged interviews, either in person or by telephone.

Identified and compiled lists of potential research subjects in accordance with study objectives and parameters, as appropriate to the individual position.

Researched ideas and facts pertinent to the type of content assign to me.

Reviewed and edited data to ensure completeness and accuracy of information; follow up with subjects to resolve problems or clarify data collected.

Developed prototypes and storyboards using a multitude of media creation and graphics editing tools.

Rewrote, paraphrased and wrote content from scratch depending on specific instructions provided in the work order.

Wrote fresh content based on research and brainstorming by following instructions provided for each type of document.

Research Assistant

State Bank of Pakistan

As an intern, I was assigned the responsibility of conducting research on Pakistan's economy. As a marketing major, I also managed copywriting, the bank database, customer follow-up, and events.  My duties during this stay were mostly related to Content writing and copywriting. I, furthermore, also;

Conducted independent research related to country’s over all economy and the major events in the world. 

Tracked the effectiveness of interest rate to different domains like employment, investments and so on.

Prepared a weekly status report for the weekly meetings. This report consisted of an update from the channel and alliance program master checklist with dates, the status and follow-up results from each category.

Intern

I was assigned the duty of an enumerator to conduct visits and surveys to determine the data that can be used to create a demographic profile of the country’s economy and its citizens and which would ultimately help in making the monetary policy of the country by the name of Pakistan. I, furthermore, also;

Created survey sheets and worked on the predefined surveys to gather census information.

Contacted people through telephone, email and in person to obtain pertinent data.

Assisted people in filling out the survey forms and explaining items on survey forms.

Analyzed the authenticity of information provided by ensuring direct contact with each family member within a family.

Compiled reports of information derived from census activities and ensured that they vetted by the supervisor.

Enumerator

Institute of Business Administration, Karachi

In my role as a mentor of the KPK Talent Hunt Program, I dealt with queries related to Mathematics. In addition, I had to make mock tests, conduct research, and check papers as part of my job. Additionally, I;

Collected, prepared and completed attendance reports as required by the Program head.

Supplied the Program Head's office with pertinent information whenever pupils were suspended and referred there.

Participated in staff, group or other meetings related to the school curriculum for the better organization and administration of the school.

Planed, prepared and delivered the instructional activities that facilitated active learning experiences.

kept updated with developments in subject area, teaching resources and methods and made relevant changes to instructional plans and activities.

Mentor (Intern)

Make A Wish Foundation International

Being a Marketing representative, I was assigned with the duties which  included developing a clear strategy for the over-all growth of the company and identified the geographical scope of the marketing campaign, profile of potential customers and projected sales volume. I, furthermore, also;

Assisted with business development per blueprint and marketing strategy.

Assisted with visits and meetings with persons who were responsible for over-strategy making.

Utilized monthly marketing and public relations calendar to coordinate activity with national focus.

Assisted with customizing and then disseminating press releases.

Assisted in coordinating various marketing methods including, direct mail, print ads, networking, internet, social media, and develop new methods of marketing.

Edited and made flyers for creating awareness related to this Non-profit organization.

Marketing Intern

👋🏽  Hi, my name is Surendar Kumar

I Tell Businesses How To Swim In Digital Ocean
✔️ Growth Hack Marketer
✔️ Digital Marketing Consultant
✔️ Paid Search Analyst

I am a Google certificated digital marketing strategist who takes a data-led approach to design multi-channel online marketing campaigns for top brands and advertisers. Through my journey in digital marketing, I have been able to learn and develop a deep understanding of Search Engine marketing, display, retargeting, social media marketing, landing page optimization, programmatic advertising, and project management.

Currently, I am working as an independent freelancer for some US brands where I look after the company's ROI on the digital space.

Over a span of 5+ years, I have worked with a number of local and international clients belonging to FMCGs, Insurance, Retail, Manufacturing and Investment sectors. 

My specialities include Display, Search and Video advertising along with Social Media (Facebook, Instagram, Twitter and Snapchat) and trafficking platforms such as DoubleClick Bid Manager (DBM), Xaxis Programmatic and Eskimi DSP. Besides this, I have also worked on multiple tools like Google Analytics/Firebase (website/app analysis), DCM/Sizmek (campaign management) SocialTools (social listening) and DMP usage/integration (mainly Oracle BlueKai). I am also adept at SEO and SEM integration alongside deploying an e-commerce strategy. To add, I am trained and well-versed in offline media planning and buying strategies as well (both ATL and BTL). 

I am available at my cell number (Pakistan : +92-336-2020105), (UAE:+971-58-262-4296) and email surendar.themarketer@gmail.com for any business-related query. 

https://surendarkumar.com/

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