Keertana Sanjivi
Summary
Marketing and analytics professional with ~4 years of experience at the intersection of digital marketing and data-driven decision-making, combining platform experience across LinkedIn, Google, and Meta with a strong technical foundation in SQL, Python, Tableau, and Excel. Bringing a structured, data-informed approach to connecting insights with marketing strategy, business performance, and client-facing outcomes.
Overview
9
9
years of professional experience
1
1
Certification
Work History
Digital Marketing Strategist/Account Manager - B2B Business Development
Concentrix
Farmington, MI
11.2025 - Current
- Executed comprehensive performance analysis and developed optimization strategies for over 450 B2B client accounts, driving improved campaign results.
- Assessed campaign effectiveness through analysis of LinkedIn Campaign Manager data, Tableau visualizations, and internal tools, focusing on metrics such as CTR, CPL, and conversion rates.
- Employed Excel to systematically organize and evaluate campaign data, focusing on the identification of high-value accounts through spending and engagement analysis.
- Developed and managed Salesforce CRM workflows to enhance data organization, segmentation, and tracking for effective outreach strategies.
- Evaluated campaign performance metrics and presented recommendations to elevate lead quality and maximize return on investment.
Marketing and Data Analyst
Haantech
Texas, USA
05.2025 - 11.2025
- Enhanced paid media strategies for mid-sized ecommerce clients on Google Ads and Meta Ads to drive higher click-through rates and return on ad spend.
- Created and managed Tableau dashboards to visualize funnel metrics across channels, enhancing data-driven decision-making.
- Utilized Excel and SQL to clean, structure, and analyze campaign and customer data, supporting performance insights and reporting.
- Evaluated campaign and user behavior data to identify conversion trends, drop-offs, and optimization opportunities.
- Conducted keyword research, audience segmentation, and competitive analysis to improve targeting and campaign effectiveness.
- Facilitated campaign tracking and maintained data accuracy to optimize marketing strategies through event validation and performance metrics using Google Tag Manager.
- Delivered regular performance reports and insights, enabling data-driven decision-making and continuous campaign optimization.
Analyst – Digital Marketing & Analytics
Virtusa
Hyderabad, India
08.2021 - 07.2023
- Enhanced digital campaign performance and analysis for regional banking client, overseeing 50+ campaigns.
- Created and optimized Tableau and Excel dashboards to enhance tracking of KPIs and funnel metrics for regional campaigns.
- Utilized Excel and SQL to structure and analyze campaign and customer data, supporting reporting and performance insights.
- Identified underperforming channels and reallocated budget based on performance trends, reducing inefficient spend by 14%.
- Delivered performance reports and insights to stakeholders, improving reporting efficiency and decision-making speed by 40%.
- Conducted audience analysis and segmentation to improve targeting and campaign effectiveness.
- Collaborated with cross-functional teams to improve campaign tracking accuracy and data consistency.
- Analyzed campaign data to identify trends and support ongoing optimization initiatives.
Marketing & Event Operations Intern
SumVn
India
05.2019 - 12.2019
- Led planning and execution of a startup event with 2,000+ attendees, managing both digital and on-ground operations.
- Managed event promotion across Facebook and Instagram, driving visibility and audience engagement.
- Monitored performance using Facebook Ads Manager and Instagram Insights, tracking reach and engagement to refine promotions.
- Managed marketing budget allocation and coordinated with teams and vendors to ensure smooth execution.
- Tracked outreach and performance metrics using Excel, supporting data-informed improvements in participation.
Digital Marketing Data Intern
Upside Me
India
01.2017 - 12.2017
- Directed analysis of Instagram marketing page performance to enhance engagement metrics such as reach, impressions, and follower growth.
- Utilized Excel to organize and analyze campaign and content performance data, identifying trends and areas for improvement.
- Executed paid promotion and content optimization strategies to enhance online visibility through Facebook Ads Manager and Instagram Insights.
- Identified ~11% budget inefficiency, contributing to improved allocation of promotional spend.
- Prepared weekly performance summaries, providing insights into engagement trends and audience behavior.
Education
Master of Science - Masters of Management in Information Systems
Central Michigan University
Mount Pleasant, MI05-2025
Skills
- SQL
Python
Tableau
Advanced Excel
LinkedIn Ads
Google Ads
Meta Ads
Google Tag Manager
Salesforce
Campaign Analysis
Performance Reporting
Data Cleaning
Certification
Lean Six Sigma
LinkedIn Marketing Certifications
Java certified from Oracle
Timeline
Digital Marketing Strategist/Account Manager - B2B Business Development
Concentrix
11.2025 - Current
Marketing and Data Analyst
Haantech
05.2025 - 11.2025
Analyst – Digital Marketing & Analytics
Virtusa
08.2021 - 07.2023
Marketing & Event Operations Intern
SumVn
05.2019 - 12.2019
Digital Marketing Data Intern
Upside Me
01.2017 - 12.2017
Master of Science - Masters of Management in Information Systems
Central Michigan University