Zabi Niazi
Summary
Data-driven and user-centric demand-gen with +10 years of hands-on and strategic digital marketing experience, executing campaigns driving pipeline and revenue growth. Proven history of success identifying and capitalizing on new opportunities. Effectively using the ideal channel to deliver the ideal message to the ideal customer at the ideal time.
Overview
17
17
years of professional experience
1
1
Certificate
Work History
Global Marketing Campaigns Manager - Demand-Gen
Qualys
Foster City, California
01.2020 - 07.2022
- Reporting to VP of demand-gen, Own the development, implementation, and optimization of multi-channel, full-funnel campaigns that deliver on priority business goals and objectives
- Partnered with Product and Regional Managers, Partner Marketing, and Sales to drive demand for a multi-product portfolio across a wide variety of industries, segments, and personas
- Collaborated with cross-functional and geographic teams to develop campaign ideas aligned with quarterly & monthly goals and focused on identifying user behaviors that trigger retention, engagement & acquisition
- Supervised a team of in-house digital and SEM agency implement, promote, and optimize the entire lifecycle of campaigns driving pipeline & revenue growth and aligned with quarterly goals and targets
- Coordinated quarterly budget of $3.7M across Paid Search, Social, Display, ABM, Affiliates & Events
- Spearheaded end-to-end webinar execution, tripled monthly volume during COVID19, and served as an SME for all Digital channels including SEM, SEO, PPC, Social, ABM, Email, Webinar & Display
- Drove a 40% increase in marketing qualified leads (MQLs) and a 32% increase in sales qualified leads (SQLs) by quarter through optimization of marketing campaigns and a redesigned lead scoring model
- Increased site traffic by 25%, increased time spent by 15%, and reduced bounce rate by 14% with an immediate review and redesign of key site pages based on business priorities and customer feedback.
Sr. SEM Manager
BirdEye
Palo Alto, California
06.2019 - 01.2020
- Own Paid Search (SEM) advertising channels and supervise over $1.6M in quarterly ad spend
- Supervised closely with Google Ads account manager to implement best practices & optimize a portfolio of 130 Google Ads & 80 Bing Ads campaigns, totaling $430K in monthly ad spend
- Facilitated month-by-month Avg of 25-40% growth while maintaining lower CPL
- Augmented conversion rate by 39% through A/B experimenting with landing page structure & split testing ad copy headlines, descriptions, display URL, and creatives
- 99% of Google searches that included a brand name i.e., BirdEye + demo, BirdEye Ad display in search results
- Generate & apply robust UTM tracking across paid channels for enhanced reporting, attributions & tracking.
Enterprise Demand Generation Manager
Arm
San Jose, California
11.2018 - 05.2019
- Hired to Lead a team of web developers and demand gen specialists through an M&A
- Coordinated 3 important web migrations, one migration due to M&A & two CMS migrations from WordPress to Adobe Experience Manager
- Launched a search engine marketing (SEM) plan collaboratively with 6 internal business units that comprise over 73% of total revenue opportunity
- Directed strategy and launch of a global site redesign, lifting visits by 30%, engagement by 37%, and user satisfaction by 18%.
Senior Digital Marketing Manager
IBaby Labs
San Jose, California
02.2016 - 09.2018
- Lead an in-house digital team of 7 to manage and execute digital marketing campaigns across SEM, SEO, Content, Social, Email, ABM, Push Notifications, and affiliates to catalyze acquisition, retention, & advocacy
- Administered a $200K budget to empower the company with results-centered lead management, lead scoring, segmentation, demand generation, lead nurture, real-time personalization, progressive profiling, and lifecycle — fully integrated into SFDC CRM < 6 months
- Drove a 34% increase in web traffic by redesigning landing pages and improving mobile responsiveness
- Reduced CAC by 27% after implementing proper attribution tracking.
Digital Marketing Manager, Demand Generation
Opus
Palo Alto, CA, California
08.2015 - 01.2016
- Before the company was acquired by Coupa and moved the office to New York, I reported to the VP & Director of Marketing & led a lean marketing team of 3 responsible for paid & organic growth marketing
- Accelerated marketing automation adoption, using Marketo and Salesforce, leading to a 33% increase in active contacts, a 31% increase in contacts on opportunities, and a 27% increase in marketing-influenced revenue
- Boosted conversions by 27%, generating 12 million in sales pipeline QoQ & Developed a holistic CRM strategy with integrated database segmentation, attribution, personalization, persona development & insights
- Improved SEM Campaigns ROI by 35% & secured top organic rankings for key business phrases.
Marketing – Digital Marketing Manager / Consultant
TimeZ Marketing
San Jose, California
03.2013 - 08.2015
- Reporting to the CEO, I led an in-house digital marketing team of 8 to manage and execute digital marketing campaigns across SEM, SEO, Content, Social, Email, ABM, Push Notifications, and affiliates to drive acquisition, retention, & advocacy for various clients
- 140% increase in web traffic year-over-year based on targeted marketing campaigns and major gains in traffic from a focused content strategy for search engine optimization (SEO)
- Partnered with the head of marketing to automate the creation of daily, weekly, and monthly client reports on conversion rate, traffic, conversion funnel, and retention, saving 48 hours of manual reporting each week
- Achieved page 1 keywords ranking for several clients generating a 46% increase in daily website traffic.
Social Media Manager
Foresight Valuation Group
12.2014 - 07.2015
- Increased customer engagement through social media.
- Developed marketing content such as blogs, promotional materials and advertisements for social media.
- Monitored online presence of company's brand to engage with users and strengthen customer relationships.
- Analyzed and reported social media and online marketing campaign results.
Digital Marketing Manager, SEM & SEO
Change Auto Glass
Fremont, California
02.2010 - 07.2015
- Developed marketing content such as blogs, promotional materials and advertisements for social media.
- Created social media content with consistent content and tone.
- Analyzed and reported social media and online marketing campaign results.
- Directed successful search engine marketing campaign that used solid linking, technical and keyword research tactics.
SEO and Social Media Marketing Manager
Tekoia Ltd
San Jose, California
08.2014 - 03.2015
- Oversaw preparation of marketing copy, images, videos, emails and other collateral.
- Continually maintained and improved company's reputation and positive image in markets served.
- Built and strengthened strategic relationships with vendors, advertising agencies and leading [Industry] partners.
- Evaluated consumer preferences and behaviors, combined with market trends and historical data, to adjust and enhance campaigns.
Marketing Intern Promoted to Digital Marketing Manager
Caterman Catering
San Jose, California
11.2012 - 04.2014
- Analyzed and reported digital campaign performance with focus on program optimization.
- Created engaging content optimized for specific platforms and intended audience.
- Designed and implemented digital, web and social strategies to align with client business goals.
- Managed, coached and developed direct reports.
Marketing Intern
Check Point Software Technologies Ltd
San Carlos, California
09.2013 - 11.2013
- Assisted with development of event strategies and tactical plans to promote accomplishment of marketing goals.
- Helped with planning and hosting of marketing events.
- Collaborated with team members to help expand marketing channels.
- Contributed to mock-ups, email campaigns and social media content.
Education
Bachelor of Science - Management Information Systems (MIS)
San Jose State University
San Jose, CA05.2014
Skills
- Demand Generation Strategy and Execution
- Marketing Automation Tools & Technology
- Integrated Multi-touch Campaigns Management
- SEM, SEO, Email Marketing, Paid Search & Social
- Inbound & Outbound Marketing Strategy
- In-person & Virtual (webinars) Events Strategy
- Account Based Marketing (ABM)
- Campaign Execution & Lifecycle Management
- Performance Tracking & Evaluation
- Target Audience Segmentation & Database Mktg
- Budget Allocation & Resource Management
- Salesforce & Marketo Reports & Dashboards
Certification
Google Ads Certification May 2019
SEMRush SEO Toolkit Exam August 2022
Google Analytics Certification April 2019
Account Based Marketing (ABM) August 2022
Adobe Marketo Engage Professional August 2022
ON24 Webcast Elite Certification August 2022
Technical SEO Exam August 2022
Timeline
Global Marketing Campaigns Manager - Demand-Gen
Qualys
01.2020 - 07.2022
Sr. SEM Manager
BirdEye
06.2019 - 01.2020
Enterprise Demand Generation Manager
Arm
11.2018 - 05.2019
Senior Digital Marketing Manager
IBaby Labs
02.2016 - 09.2018
Digital Marketing Manager, Demand Generation
Opus
08.2015 - 01.2016
Social Media Manager
Foresight Valuation Group
12.2014 - 07.2015
SEO and Social Media Marketing Manager
Tekoia Ltd
08.2014 - 03.2015
Marketing Intern
Check Point Software Technologies Ltd
09.2013 - 11.2013
Marketing – Digital Marketing Manager / Consultant
TimeZ Marketing
03.2013 - 08.2015
Marketing Intern Promoted to Digital Marketing Manager
Caterman Catering
11.2012 - 04.2014
Digital Marketing Manager, SEM & SEO
Change Auto Glass
02.2010 - 07.2015
Bachelor of Science - Management Information Systems (MIS)
San Jose State University
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