Tharuni Kailasa

As a Digital analytics campaign manager in Walmart, I built custom audience segments, used data sets to develop media plan recommendations, trafficked ads, used ad management/order system tools, reported and billed, and optimized based on KPIs.

• Led and managed talented teams to plan and implement project tasks meeting timelines and exceeding expectations.
• Increased customer engagement through all digital marketing platforms.
• Tracked and capitalized on emerging industry trends to boost campaign performance.
• Monitored return on investment of online and social media marketing efforts.
• Established and maintained relationships with key stakeholders to deliver successful execution of marketing initiatives.
• Developed and implemented successful digital marketing campaigns to drive customer engagement and increase brand awareness.
• Plan, execute, manage, and optimize managed service and self-service campaigns include but not limited to onsite: display and search, offsite: display and video, social media and in-store
• Understanding upper funnel [brand messaging, calls to action] and lower funnel [direct response, conversion] campaign tactics
• Defining metrics and measuring success of campaigns using internal analytics
• Demonstrated diligence, attention to detail and adherence to best practices throughout the full digital campaign life-cycle [from pre-sale to post-sale]

As a Marketing Specialist, I worked closely with brands like Clothes Mentor, Wasabi, Plato's Closet, and Once up on a Child. I facilitated the development of lead generation campaigns on paid search and social media, which increased leads. I also conducted media planning to identify target audiences and craft effective campaigns. Additionally, I developed effective media buying strategies and experimented with new platforms and channels and I monitored costs and return on investment (ROI).

• Initiated market research studies and analyzed findings.
• Led projects to redesign web pages, diversify strategies and revitalize social media presence.
• Monitored online trends, conversations and innovations to optimize strategies.
• Analyzed website data such as traffic, interactions, conversions and goals to find areas of improvement.
• Strengthened brand communication with in-depth analyses of competitors, market and economic changes.

As a Paid Search Analyst at Forward PMX, I managed paid search campaigns for US-based clients, including LEE, WRANGLER, Full Beauty Outlets, Famous Footwear, Forever 21, Ultimate Medical Academy, Stride Rite, and BVLGARI.

• Managed budget allocation and resource utilization to maximize marketing ROI.
• Conducted keyword research to identify the most relevant and high-traffic keywords for each client's campaign.
• Set budgets and allocated funds to each keyword based on their estimated traffic and conversion rates.
• Created ad copy that was clear, concise, and persuasive.
• Managed bids to ensure that campaigns were profitable and that keywords were only shown when they were likely to convert.
• Tracked and analyzed campaign performance to identify areas for improvement.
• Made recommendations to clients on how to improve their campaigns.

Worked as a Digital Marketing Specialist at GUS Educational System, a full-service digital marketing agency that provides scalable online marketing services to Global University Systems' associated brands. Developed and executed PPC campaigns across search, display, remarketing, and YouTube for Germany-based educational institutes. Tracked and analyzed performance data from PPC platforms, CRMs, Power BI, Salesforce, Google Data Studio, Google tag Manager and Google Analytics.

• Participated in forming effective paid media strategies for multiple brands.
• Managed brands' PPC strategies and budgets.
• Tracked KPIs to assess performance and pinpoint issues.
• Tracked PPC platforms performance, CRMs, Power BI, Salesforce, Google data Studio and Google Analytics data and made complex analysis.
• Researched competitors and investigated benchmarks, providing suggestions for improvement.
• Launched, managed, and optimized various PPC campaigns.
• Suggested and developed new campaigns across multiple channels.
• Selected keywords and developed audience targeting strategies.
• Produced reports for Senior Management and Marketing teams.
• Managed and trained the rest of the team members (Executives).

I was a Senior Account Strategist for the Agency Builders team in Australia/New Zealand (AUNZ). I was responsible for managing a book of business of about 300 clients worth $3 Million in revenue per quarter. I was also selected as part of the pilot team set up for driving revenue with medium and large scale Google AdWords Agencies based in Australia.

• Wrote engaging and successful marketing, advertising, and website copy.
• Conducted primary and secondary research to better understand customer needs and behaviors.
• Identified appropriate marketing channels and target customers for campaigns.
• Tracked key performance indicators to measure success of campaigns.
• Researched and evaluated potential new markets and products.
• Maximized advertising efforts by developing content for media relations, corporate communications, and social media posts.
• Managed campaigns for various clients that consistently exceeded sales goals.
• Collected and analyzed data from variety of sources to create detailed market research reports for top-level decision makers.