NAILA ZAFAR

A core member of the Demand Generation team, successfully partnering with key stakeholders across various functions to build, manage and optimize revenue driving campaigns for Inbound and Outbound Sales Teams and Field Agents, globally.

• Responsible for over 50% of overall DG budget, develop and execute robust marketing strategies to generate leads, increase conversions, build pipeline, and drive revenue.
• Spearheading SEM strategy and account restructuring through two acquisitions for both brand and non-brand, agency onboarding and management for multiple business entities
• Owner of Strategic Partners/Vendors and Platforms; Building and managing Vonage’s complete portfolio of Strategic lead aggregators, affiliates, content syndication partners, including all business development, budget allocation and vendor relationships
• Owning campaign landing pages, leading Web A/B testing roadmap to improve CTL on SEM/Affiliates campaigns
• Conducting Sales training on marketing channels/campaigns, guidance on outreach, lead input and source optimization
• Establishing DG/Sales dashboards and reports in Salesforce, Tableau and Adobe, utilized for end-to-end funnel analysis and optimizing ROI.

Owned and optimized annual marketing budget for 8+ brands to generate leads and meet KPIs for all products and brands simultaneously.

• Led team of three executives to manage a broad range of marketing channels; SEM, SEO, Affiliates Networks, Display, Email Direct Mail, Broadcast Media, and Lead Aggregators
• Analyzed campaign and website performance and created testing and optimization roadmap
  Guided Web and IT teams for all online and offline creative solutions, brand development and overseeing launches of all company websites
• Collaborated with various departments including IT, Compliance, Finance and Sales Managers
• Attended industry conferences and trade shows to expand business portfolio.

Coordinator in a global advertising team, dedicated to offering consulting services and online/offline marketing opportunities, to suppliers across the company’s internal and external network.

• Created Pre-sales kit pitches for global hotel suppliers
  Compiled marketing packages for suppliers on various global travel magazines, company Intranets and client/agent portals
• Assisted with design and creation of department website; daily management via CMS
• Managed Global Media Library and collation of creative.
• Conducted competitive analysis of other leading TMC’s marketing and promotional activity