Ravi Mohan

• Leading the overall digital marketing strategy, marketing analytics and reporting, budget management
• Overseeing all digital channels including paid and organic media-search and social, SEO, and SEM
• Developing and executing all Paid social campaigns on Google, Bing, Facebook, Instagram, and TikTok including Search, Display, Lead Generation, Awareness, Retargeting, and Localized Campaigns to grow the overall Sales and ROI by 50%
• Implementing lifecycle marketing channel tactics such as email marketing, direct mail, SMS notifications & outbound calls to achieve business goals
• Designing and Development of email content using HTML/CSS and CMS tools
• Leading the deployment of an enhanced lead enrichment strategy to improve the quality of leads and scoring
• Implemented several automation and integration tools like Zapier, SimpleText, and ZipWhip with Google and Facebook Ad Platforms to improve efficiency by 75% and reduce cost by 25%

• Led the Implementation of Salesforce Marketing Cloud, Data Cloud, Email Studio, Mobile Connect, Interaction Studio
• Streamlined IT operations by implementing strategic infrastructure upgrades and modernizing legacy systems.
• Integration/ETL of data from CrowdTwist, KIBO, eCommerce, and Epsilon to SFMC and Salesforce CDP
• Integration of Salesforce personalization with eCommerce to enable Site and Email Personalization
• IPs and Domain warming resulting in inbox placement from 0% to 99% and up to 70% open rate and highest engagement in email and SMS campaigns
• Development of 20+ evergreen email and SMS trigger campaigns and Journeys using Salesforce REST APIs, CDP customer segments, SFMC data extensions, AMPScripting, Journey builder, Einstein AI
• Ingestion, reconciliation, data modeling, and unification of customer data using the Salesforce Data Cloud
• Development of 100+ reusable Customer Segments using Salesforce Marketing Cloud, Salesforce CDP, Automation, SQL queries using Sales, Loyalty, Customer Engagement, eCommerce, Web analytics, and customer's customer-enriched data
• Used advanced SFMC capabilities like STO (send time optimization), AMPScripts, Calculated Insights, Dynamic content, Cloud pages, Server scripts, A/B testing, Preference center, and Einstein AI
• Developed Email Journey Dashboards, Weekly and Monthly Sales attribution models, and Customer Dashboards in Tableau
• 24/7 support, stability, and high availability of all core applications including Mar-Tech, website, CMS, data
• Daily and weekly project management meetings with IT and business teams to continue the growth of the Martech platform and lead the ongoing prioritization and execution of all active projects.

• Supported 12 unique theme parks owned by SeaWorld in multiple US locations
• Migrated CRM and ESP from List track to Salesforce Marketing Cloud (SFMC) in a record 3 months
• Migrated and Optimized 30+ Customer Lifecycle trigger Email Campaigns in SFMC using REST APIs, Journey Builder, Einstein AI, SQL Server Data, Data extensions, Automation, SQL queries
• Negotiated with vendors and Hired, Mentored, and led a new 24/7 centralized CRM operation team using fulltime resources and contractors from the US and offshore in a record 1 month
• Boosted CRM adoption by streamlining processes and providing comprehensive training to team members.
• Used Advanced Capabilities of SFMC like Send-Time Optimization (STO), A/B testing, and Einstein AI in Journeys to improve overall targeting and personalization
• Developed customized reports for improved sales forecasting and accurate performance tracking.
• Implemented a brand-new Campaign planning and request intake process in the Wrike platform across all 12 parks to improve operational efficiency
• Implemented a new CMS system in Wrike and migrated all contents from local systems to a well-managed centralized CMS platform
• Development of cross-channel campaigns using all modules in the Salesforce marketing cloud including Email Studio, Journey Builder, Contact Builder, Automation Studio, Mobile Connect, and Marketing Cloud Personalization
• Supported the planning, development, QA, UAT, and execution of 200+ monthly email campaigns in the salesforce marketing cloud across all 12 parks
• Successfully executed major black Friday and holiday promotions in 2022 resulting in record sales and customer engagement
• Implemented a cloud-based Customer Data Warehouse using Google Big Query to build customer segments, Email engagement KPIs, and analytics
• Led the CRM board committee meetings and provided Biweekly Sales and growth strategies, CRM KPIs, and execution stats to Sr
• Leadership team and Board.

I was part of the global consulting group supporting the Implementation and growth of Mar-tech, Data, and Business Intelligence solutions for clients using HCL & IBM Mar-tech applications including Unica Campaign, Interact, Watson, AI, and Campaign Planning

• Led the Discovery, requirement gathering, design, development, and configuration of the data model, customer segments, customer-centric journeys, customer acquisition, engagement, and retention campaigns across all touch points including email, SMS, web, direct mail, social
• Collaborated with client cross-functional teams including CRM/ Marketing, IT, Analytics, and Data teams to align on all project requirements, prioritization, timeline, and critical success factors
• Improved marketing productivity and ROI for clients by 50% or more using Mar-tech solutions.
• Led the Integration of Mar-tech applications with Website, ESP platform, Unix or Windows Servers
• Led the ETL of data from Mar-tech applications to the Data warehouse including customer segments, interaction history, web personalization, and web analytical data
• Led the Data analysis of all pilot campaigns, segments, and channels to achieve the initial ROI
• Provided recommendations for future personalized messaging, targeted campaigns, and lead nurturing strategies for the continued growth of the Mar-tech platform
• Trained core client teams from IT and business on all core technical and business capabilities.
• Reduced software development time for critical projects by streamlining processes and utilizing agile methodologies.
• Enhanced system performance by optimizing code and implementing efficient algorithms.

• Responsible for the implementation, support, and growth of Mar-tech applications and capabilities
• Executed a $40M Technology project; involving discovery, product management, development, and growth of various mar-tech applications
• Worked with the IT team to Implement a new Data Warehouse in Netezza
• Migrated legacy data from Oracle DB to Netezza
• Built a brand-new Marketing Data Mart (MDM) including unification and reconciliation of customer data across 8 identities
• Implemented Mar-tech applications including IBM CRM (Unica), Salesforce Marketing Cloud (SFMC), Web Personalization, IBM Cognos BI
• Integrated Netezza Data Warehouse with CRM, Salesforce Marketing Cloud, and Web personalization including the ETL of data across Mar-tech applications and DW
• Integration of CRM with CMS platform
• Led Marketing operation/ CRM team with the responsibility of developing customer segments, campaigns across email, web, mobile, DM channels, operational and financial KPIs
• Customer engagement and revenue
• Managed over 15 resources (FTEs and consultants) and worked with 30+ cross-functional teams to deliver various project milestones
• Operated the advancement and scalability of CRM capabilities resulting in over $80mil YoY incremental sales.

• Led a $4M CRM implementation, overseeing a team in migrating, designing, and developing campaigns in Unica and Responsys.
• Completed projects under budget in 9 months using agile methodology and cross-functional collaboration.
• Consolidated marketing databases for four Shutterfly brands, optimized processes, and achieved 35% revenue growth to $640.6M.

• Marketing automation support and development of customer and merchant marketing campaigns
• Supported teams across NA, APAC, and EMEA
• Oversaw the installation, upgrade, and administration of marketing tools, including Unica Campaign, marketing database, customer segments, offers, and campaigns.
• Executed several large-scale CRM implementation projects spanning multiple industries and Fortune 500 companies in NA and EU.
• Participated in all project lifecycle tasks like requirement gathering, product management, design and development, Installation and Customization, UAT, production rollout, pilot campaigns, change management, training, and post-launch support.