Nidhi Sood
Austin,TX
Summary
Strategic marketing leader with 15+ years of experience in paid and earned media channel strategy. Proficient in developing data-driven, multi-channel campaigns that increase revenue, enhance customer engagement and drive ROI. Proven success in leading cross-functional teams and building strong vendor partnerships. Expertise in aligning media strategies with business goals, driving innovation, and optimizing media efficiency in fast-paced, dynamic environments.
Overview
15
15
years of professional experience
Work History
Marketing Consultant
Independent
07.2023 - Current
- Multi-Channel Demand Generation: Developed and executed comprehensive multi-channel demand generation campaigns, to drive customer acquisition and lead generation for B2B and B2C clients
- E-commerce Growth: Conducted consumer journey and conversion funnel deep dives to inform go-to-market strategies for direct-to-consumer brands
- Creative Strategy & Optimization: Analyzed performance data to offer actionable insights on creative performance, identifying trends and making strategic recommendations for campaign optimization
- Impact: Drove 20% increase in online revenue for DTC jewelry brand and improved conversion rate across multiple platforms
- Drove 15% increase in campaign effectiveness and improved alignment between media investments and customer engagement goals for a retailer of commercial and residential building materials.
Vice President, Media
VaynerMedia
04.2021 - 05.2023
- Integrated Media Strategy: Spearheaded development and execution of integrated media strategies across paid, earned, and owned channels, driving alignment with business objectives
- Led multi-channel media planning & buying across digital (CTV, Social, Programmatic, SEM, Influencer) & traditional channels to drive both performance marketing goals and brand building efforts, resulting in increased brand visibility and improved campaign ROI
- Media Relationships & Vendor Partnerships: Developed & nurtured strategic partnerships with leading media vendors, resulting in enhanced media buying efficiencies & stronger negotiation leverage for multi-million-dollar campaigns
- Audience Segmentation: Architected customer segmentation frameworks to unearth customer insights around demographics, needs, motivations and media consumption habits to drive go to market strategies, loyalty programs and pricing strategies
- Data Analysis & Marketing ROI: Leveraged advanced analytics and performance metrics to assess campaign effectiveness, optimize media mix, and drive continuous improvement across all touch oints, resulting in improved ROI
- Creative Insights & Optimization: Oversaw creative testing and optimization across multiple ad channels, utilizing data-driven insights to inform creative strategy and boost campaign performance
- Budget Oversight & Management: Managed over $30M in annual global paid media budgets and ensured efficient allocation of resources
- Team Leadership & Collaboration: Managed 15 media planners & buyers, promoting strong client results, productivity and teamwork
- Impact: WeWork: Developed and implemented go-to-market strategy for AllAccess Membership plan, including target customer profiling, positioning, and multi-channel marketing approach
- This resulted in 20% increase in memberships QoQ and improved cost/lead efficiency by over 15% YoY
- Indeed: Increased job seeker account sign-ups by 15% QoQ across key global markets
- Comcast: Increased social media engagement by avg of 20% QoQ
- Improved Ad-recall & Brand Favorability by 89% & 93% compared to benchmarks
- Fast Bar: Improved conversion rate by 12%.
Director
Amnet, Division of Dentsu Aegis Network
09.2019 - 03.2021
- Programmatic Strategy: Led full-funnel programmatic strategy for Microsoft's Azure cloud computing business across 40 global markets, managing $50M in annual media spend and driving significant performance improvements in diverse international markets
- Team Leadership: Led & mentored team of 5 data-driven programmatic traders.
Associate Director
OMD, Division of Omnicom Group
11.2017 - 07.2019
- Media Planning & Buying: Led media planning & buying for Infiniti (Nissan) across all digital channels - Programmatic, Search and Social
- Managed $70M annual budget
- Team Leadership: Led team of 10 media planners and buyers.
Account Manager
Xaxis (WPP), MENA (Middle East & North Africa Region)
03.2016 - 09.2017
- Managed programmatic book of business across key clients: Abbott, Lenovo, Lufthansa, Nike, Infiniti, Nissan & Dyson
- Impact: Grew YoY programmatic revenues: Lenovo +35% & Lufthansa +30%.
Senior Marketing Manager
IMS Health
01.2011 - 01.2014
Education
MBA, Marketing & Master of Science, Information Systems -
Boston University
Boston, MA05.2005
B.S., Information Systems -
Syracuse University
Syracuse, NY05.2000
Skills
Global Media Strategy,
AI-Driven Audience Targeting,
Content Distribution,
B2B & B2C Marketing,
Social Media, Programmatic, SEM,
Cross-Functional Leadership,
Agency Management,
Data Analytics & ROI Optimization,
Creative Strategy,
Performance Marketing,
Brand Marketing
Timeline
Marketing Consultant
Independent
07.2023 - Current
Vice President, Media
VaynerMedia
04.2021 - 05.2023
Director
Amnet, Division of Dentsu Aegis Network
09.2019 - 03.2021
Associate Director
OMD, Division of Omnicom Group
11.2017 - 07.2019
Account Manager
Xaxis (WPP), MENA (Middle East & North Africa Region)
03.2016 - 09.2017
Senior Marketing Manager
IMS Health
01.2011 - 01.2014
MBA, Marketing & Master of Science, Information Systems -
Boston University
B.S., Information Systems -
Syracuse University
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