Mihika Kelkar
Etobicoke,ON
Summary
3+ years of excellence in managing multiple result-focused advertising projects for RATESDOTCA, Shiseido, Little Canada clients. Seasoned Search and Social marketing professional specialized in lead generation, media planning for enhancing engagement, brand building. Thrives in fast-paced, high pressure environments and strong acumen in new business acquisition. Previously demonstrated proven high ROI strategies for Wayfair.com, United States.
Overview
8
8
years of professional experience
Work History
Digital Strategist
Dentsu
Toronto, ON
01.2023 - Current
- Single handedly overseeing performance media account management of $10 million quarterly ad spend RATESDOTCA & Little Canada across diverse search, social & programmatic channels.
- Led the new business pitch for Wahi real estate alongside VP of iProspect, Dentsu Angus Robinson.
- Recognized by Tracey Johnson, Chief Client Officer Dentsu, for managing client relationships and objectives in challenging lean team scenarios for 6 months in FY23 and building a 10/10 team by the year end.
- First hand experience with CM 360 click tracking, Switch 3rd party solutions, GA 4 post cookie crumble and carried out successful implementation end to end for post conversion value based bidding and attribution across Google, Meta.
- Influenced client's media strategy to deliver innovative strategic media planning solutions for Shiseido, CPB and Drunk Elephant holiday plan. We exceeded their brand awareness and TOF objectives by 3x.
- Implemented a Bing Chat GPT AI ads advertising strategy to benefit from brand lift & consumers switching from Chrome to Edge browser integrations.
- Shortlisted for CMDC YA awards Collaborator Of The Year 2023.
Performance Media Analyst
Dentsu
Toronto, ON
11.2021 - 12.2022
- Guided the development of value-based bid strategies & enhanced conversions that continue to outperform lead goal generation by at least 2.5x
- Executed with A/B tests across Meta campaigns doubling ROAS & CPL’s under $6 for Q3 & Q4
- Led activations and partnerships within the media team pixel implementation, third party integrations like Adthena.
- Brought RATESDOTCA to #1 insurance aggregator with 50% growth in new customer acquisition with pass, play, own strategy ensuring profitable lead generation despite lower demand, halved budgets & high competition in thhe space.
- Excelled in idea generation with actionable recommendations by taking risks and building an umbrella of high ROI driven paid channels for businesses.
Marketing Associate
Converge VC
Boston, USA
07.2018 - 12.2018
- Enhanced the Converge Brand through creative content and campaigns distributed through social media channels primarily on Twitter and Linked In
- Led the day-to-day content creation and promotion across websites and social media platforms, detailed technical reports highlighting findings to diverse stakeholders.
- Executed formal yearly events/meet ups in AI, tech and blockchain space for B2B marketing.
Search Engine Marketing Associate
Wayfair LLC
Boston, USA
07.2017 - 12.2017
- Completed successful campaign creation and campaign refresh of 40 campaigns for SBU’s (Birch Lane and Joss &Main)
- Analyzed Google Ad Words to reflect the updated product catalogs accurately of millions of products. Specialized in inventory management.
- Conducted SKU Refresh for all lifestyle brands prior to holiday season.
- Managed the product catalogs and Daily Cost Reporting for all SBU’s on Google Merchant Center daily.
- Developed campaign and excelled in brand messaging strategies for social and paid media channels.
- Analyzed traffic and conversion trends and developed strategies to improve traffic and increase ROI.
Marketing Intern
GAP Inc
Bangalore, India
07.2016 - 08.2016
- Designed the 360-degree promotion plan for the opening of the new GAP store in Pune, India using Omni- channel marketing strategies
- Created a promotional video (digital marketing) about the consumer and staff experiences and thoughts on the previous GAP stores opened in India.
- Assisted teams with aligning marketing strategies and objectives based on data-driven insights.
Education
Master of Business Administration -
Brock University
St. Catharines, ON10.2021
P.G. Diploma - Digital Marketing Management
University of Toronto
Toronto, Canada08.2020
Bachelor of Science - Business Administration
Northeastern University
Boston, United States01.2019
Skills
- MarTech: Proficient & Certified with Google Ads, Facebook Ads, Teads Ads Manager, SA 360, CM 360, DM 360, Google Analytics 4, Apple Search Ads
- Google Merchant Center, WordPress, Buffer, Mail Chimp, Exposure to Google Tag Manager, Adobe Creative Suite (Photoshop), SQL Server, R-Studio
- Project leadership, Account & Team Management
- Campaign optimization, Client relationship management
- SEM strategy development, Tactical Planning
Timeline
Digital Strategist
Dentsu
01.2023 - Current
Performance Media Analyst
Dentsu
11.2021 - 12.2022
Marketing Associate
Converge VC
07.2018 - 12.2018
Search Engine Marketing Associate
Wayfair LLC
07.2017 - 12.2017
Marketing Intern
GAP Inc
07.2016 - 08.2016
Master of Business Administration -
Brock University
P.G. Diploma - Digital Marketing Management
University of Toronto
Bachelor of Science - Business Administration
Northeastern University
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