RADHIKA SHAH
New Jersey,NJ
Summary
Dynamic and highly analytical performance marketing specialist with 13 years of experience in various digital marketing channels, specializing in paid media, affiliate, and paid search.
Overview
10
10
years of professional experience
1
1
Certification
Work History
Media & Consumer Engagement Manager
Givenchy Beauty (LVMH Fragrance Brands)
07.2021 - Current
- Strategy and execution lead for high visibility paid media campaigns for both US and Canada markets (TikTok, Meta, Connected TV, Online TV, Display, Sampling) and paid search channel
- Oversee creative process for paid media ads (influencer and brand content); ensure all content is 'thumb stopping' and results in high click through rates
- Deliver daily and weekly actionable reporting on key KPIs to upper management with insights and proactive recommendations to improve campaign performance
- Responsible for managing media and paid search budget / monthly actualization
- Partner with e-commerce team on paid search execution to result in synergized paid search campaigns
- Oversee media and paid search agency; including yearly and campaign specific briefing
- Stay abreast of current digital media trends; platform specific and overall
Digital Marketing Manager
VF Corporation (Kipling)
04.2019 - 06.2021
- Responsible for leading and managing strategy of paid and organic search, affiliate, display and paid social channels
- Lead for all performance marketing agencies across multiple disciplines (paid and organic search, affiliate, display/paid social)
- Onboarded SEO agency and lead SEO partnership; partnering with site team/developers on technical fixes and brand marketing team for content optimizations
- Partner with CRM / loyalty manager to form customer targeting and retargeting strategies within paid search and paid social
- Managed performance marketing budget (including accruals and monthly expense actualization)
- Lead channel forecasting across paid and organic search, SEO, affiliate, and display/paid social for main KPIs (revenue, traffic, orders, average order value, and conversion rate)
- Tasked with reporting on key business drivers and making strategic decisions based on performance
- Responsible for tracking, analyzing, and reporting on ROAS for all paid channels
- Utilized Google Trends to monitor brand awareness and interest around product categories
- Stayed up to date on digital marketing industry trends for all channels.
Associate Manager, Performance Marketing, Affiliate Marketing Consultant
ANN INC
11.2018 - 02.2019
- Managed strategy and execution of affiliate programs across brands LOFT, LOFT Outlet, and lou & grey
- Key contact for affiliate marketing agency (Rakuten Affiliate Network) and responsible for leading weekly check in calls
- Provided weekly and monthly reporting on key affiliate program KPIs, insights, and strategy recommendations to senior management and digital team
- Managed affiliate budget on a weekly/monthly/quarterly basis; working hand in hand with finance
- Collaborated closely with cross functional teams (brand marketing, web operations, merchants, planning, merchandising, creative)
- Responsible for managing rewardStyle program monthly for LOFT brand; consisting of leading biweekly calls with rewardStyle team, completing kick off form with monthly campaign overview, recommending/choosing influencers, and providing current promotions
- Responsible for briefing in creative assets for all major promotions and affiliate placements and providing to Rakuten team
- Responsible for updating and sending promotional calendars to Rakuten for all brands.
Marketing Manager, NOAM E-Commerce Marketing Consultant
MAC Cosmetics
05.2018 - 09.2018
- Responsible for updating and sending promotional calendars for Paid Search/Display/Affiliate/Paid Social programs
- Responsible for managing strategy and execution of email marketing program (Bronto platform) and affiliate program (Rakuten Affiliate Network)
- Managed strategy and execution of affiliate program (Rakuten Affiliate Network)
- Responsible for providing email marketing critical KPIs (revenue, orders, conversion rate, click through rate, and average order value) and strategy recommendations to senior management and e-commerce team
- Provide reporting and analysis weekly and on an ad hoc basis to senior management team
- Assist with site, offer, and email quality analysis.
Digital Marketing Manager
HATCH Collection
03.2017 - 09.2017
- Responsible for managing strategy and execution of email marketing (Bronto platform) and affiliate program (Shareasale platform)
- Responsible for providing email marketing critical KPIs (revenue, orders, conversion rate, click through rate, and average order value) and strategy recommendations to senior management and e-commerce team
- Grew email sign up list by approximately 50%
- Provided reporting and analysis weekly and on an ad hoc basis to senior management team
- Provide strategy recommendations to creative team based on email performance
- Responsible for forecasting revenue and budget monthly and on an ad hoc basis.
Senior Associate, Affiliate
Pepperjam (formerly eBay Enterprise)
06.2015 - 02.2017
- Responsible for managing affiliate programs for clients in different verticals; mainly fashion/apparel (Nautica, rag & bone, Gwynnie Bee)
- Key contact for clients and affiliates
- Provide strategy and optimization recommendations to grow traffic and revenue for affiliate programs to clients on a weekly basis
- Recommend and onboard new partners to affiliate programs for clients
- Reporting and analysis weekly on marketing KPIs
- Responsible for forecasting revenue and budget monthly and on an ad hoc basis.
Marketing Coordinator
Bluefly
07.2014 - 04.2015
- Responsible for managing affiliate marketing program with the affiliate network Commission Junction, including budget, strategy, planning placements, and promoting Bluefly events
- Execute marketing campaigns
- Primary ownership of affiliate and CSE budgets, ensuring ROI quality is upheld
- Growing traffic and revenue from an acquisition standpoint
- Day to day contact for affiliates and vendors, also responsible for developing and maintaining new relationships with affiliates and CSEs
- Send sitelinks, ad copy and keywords to paid search agency on a biweekly basis and/or as frequently as needed
- Report on marketing KPIs weekly and analyze data to aid in business decisions, leveraging analytic tools such as Google Analytics.
Education
B.S., Finance -
Rutgers - The State University of NJ
Newark, NJ08.2008
Skills
- Proficient in Excel, PowerPoint, MS Word, Google Data Studio, PowerBI, TikTok & Meta backend reporting tools
Certification
- Luxury Fundamentals (LVMH)
- Dare to Lead Trained
Timeline
Media & Consumer Engagement Manager
Givenchy Beauty (LVMH Fragrance Brands)
07.2021 - Current
Digital Marketing Manager
VF Corporation (Kipling)
04.2019 - 06.2021
Associate Manager, Performance Marketing, Affiliate Marketing Consultant
ANN INC
11.2018 - 02.2019
Marketing Manager, NOAM E-Commerce Marketing Consultant
MAC Cosmetics
05.2018 - 09.2018
Digital Marketing Manager
HATCH Collection
03.2017 - 09.2017
Senior Associate, Affiliate
Pepperjam (formerly eBay Enterprise)
06.2015 - 02.2017
Marketing Coordinator
Bluefly
07.2014 - 04.2015
B.S., Finance -
Rutgers - The State University of NJ