Valene Varela
Calgary,AB
Summary
Results-driven marketing leader born to build strategic, successful campaigns to drive profits, increase market share, and cement industry dominance for demanding customers.
Focused, performance-minded manager with proven skills in project management, team building, stakeholder relations, and campaign optimization. Ready to offer 13+ years of experience to a new role, dedicated to achieving exceptional results on tight timetables. Hands-on experience with campaign research, strategy, budget planning, projections, and execution. Working knowledge of email marketing and automation, organic social media, proficiency in deep funnel analytics and optimization, and their business impact. Valid U.S. B1/B2 visa, Canadian PR.
Overview
16
16
years of professional experience
Work History
Senior Digital Strategist
WJ Agency
Calgary, Alberta
03.2023 - Current
- Managed digital strategy formulation, media planning and projections, and campaign execution for all the agency’s paid advertising clients, including financial services, health foundations, energy sector, etc.
- Directed various strategies involving paid online media: search, display, and remarketing, and paid social.
- Devised strategies for utilizing channels in prospecting and remarketing.
- Implemented techniques for optimizing ads and landing pages while tracking performance back to primary test versions.
- Supported internal teams with tracking, reporting via dashboard, and online strategy.
- Executed paid social media campaigns across the province, and nationwide, with measurable brand lift impact.
- Managed internal marketing campaigns on paid search and paid social channels.
- Collaborated with strategy, creative and web development teams.
Consultant – Paid Marketing
Argoid Analytics Inc.
Bangalore, India
01.2022 - 09.2022
- Managed paid search and paid social campaigns for B2B SaaS company, helping with branding, lead generation and specific promotions, Shopify app install campaigns
- Ideated and executed email workflows for diverse user journeys
- Worked with creative and product marketing teams to create content & external communication, and sales team to track lead lifecycle and improve lead generation quality
Associate Director – Digital
InnovationQore LLP, Ken42 EdTech Pvt. Ltd.
Bangalore, India
10.2019 - 11.2021
- Member of the founding team of a start-up accelerator program, involved in defining and executing the process of inviting applications, screening over 1,500 start-ups, conducting founder interviews, and onboarding for two cohorts.
- Engaged in formulating digital strategy for start-ups in the edtech, legal tech, reg tech, AI, SaaS, and FMCG markets.
- Creation of an online presence on social media, setup of ad accounts, and tracking with campaign objectives of brand awareness, engagement, and lead generation depending on the maturity of start-ups.
- Provided guidance for strategic direction in digital campaigns.
- Coordinating with creative and PR agencies, and other ecosystem partners.
Marketing Manager
EXLskills Inc.
Bangalore, India
05.2019 - 08.2019
- Formulated quarterly marketing plan.
- Onboarding agencies for the start-up in the ed-tech space.
- Collaborated with stakeholders to attract skilled professionals.
Senior Account Manager – PPC
Position2 Integrated Digital Marketing Agency
Bangalore, India
04.2015 - 03.2019
- Google Ads, Bing, and Yahoo PPC account management for U.S. clients in the B2B and B2C space.
- Paid social media campaign management on Facebook, LinkedIn, and Twitter for clients in the B2B space.
- Experience with channel selection based on client target audiences, aside from Google, Bing, and Yahoo, including Yelp, Yellow Pages, etc.
- Experience with dynamic search ads, shopping ads, Google Tag Manager, and Google Analytics.
- Tracked and optimized deep funnel conversion by focusing on profitability instead of just leads and conversions.
- Created yearly spending forecast highlighting different expenditure levels for informed marketing budgeting.
- Devised strategies to improve conversion rates by device.
- Managed ABM campaigns for B2B clients using tools like Terminus, Bombora, Google Ads, and eGrabber.
- Contributed to talent acquisition and development initiatives.
- Conducted regular business reviews with clients to understand their needs and align products and services accordingly.
Assistant Manager - Merchandizing
Flipkart Internet Private Ltd.
Bangalore, India
09.2014 - 03.2015
- Worked on merchandizing for jewelry and bags, belts and wallets
- Tracking and analyzing customer needs based on customer behavior including searching, browsing and purchasing
- Formulating and executing the marketing plan
- This includes email programs, new product launches, cross-category placements, developing and executing Flipkart site-wide events etc
- Developing store wide promotions and working closely with Vendor Managers and In-stock Managers to schedule and execute them
Sr. Marketing Specialist
Hiveminds Innovative Market Solutions
Bangalore, India
06.2013 - 08.2014
- Google Ads, Bing and Yahoo PPC account management for India clients in the B2C space
- Paid social media campaign management on Facebook in the B2C space
AdWords Representative
Google India Pvt. Ltd.
Hyderabad, India
06.2010 - 03.2012
- Worked at the front-end directly with clients, troubleshot queries related to ad serving, click through rates, policy disapprovals, etc
- And communicated Google AdWords policy, catering to all regions via email
- Developed clear understanding of AdWords policies and handled ad review per quality guidelines
- Headed Service-2-Sales project, which involved making sales pitches to advertisers after query resolution
- Handled Quality and Customer Satisfaction for the team, which involved reviewing the team’s quality of work based on internal criteria and strived to raise the team CSAT percentage, delivered rise from 59% to 80%
- Adjunct trainer and mentor to new joinees, responsible for training documents and internal team communication
- Worked as workflow lead for the team
Sports Analyst
Repucom International
Bangalore, India
08.2009 - 05.2010
- Tracked brand exposure for various brands in TV footage of various sporting events which helps clients with media evaluation
- Prepared and evaluated reports for brand exposure in NASCAR, MLB, NCAA and NBA
- Accurate evaluation for clients to determine return on media exposure
- Identified and maintained individual training requirement of team ensuring high standard delivery and accuracy in analysis
Education
PGPM - Marketing Major, Operations Minor
Great Lakes Institute of Management
Chennai01.2013
BBM - Marketing Specialization
Christ College (Autonomous)
Bangalore01.2009
Skills
- Digital marketing strategy
- Budget planning and projections
- Campaign execution
- Paid media management
- Campaign optimization
- Deep funnel analytics
- Competitive analysis
- Media planning
- Lead generation
- Video advertising
- Client relationship management
- Detail-Oriented Analysis
- Effective communication
- Analytical thinking
- Calm under pressure
- Results-driven
Timeline
Senior Digital Strategist
WJ Agency
03.2023 - Current
Consultant – Paid Marketing
Argoid Analytics Inc.
01.2022 - 09.2022
Associate Director – Digital
InnovationQore LLP, Ken42 EdTech Pvt. Ltd.
10.2019 - 11.2021
Marketing Manager
EXLskills Inc.
05.2019 - 08.2019
Senior Account Manager – PPC
Position2 Integrated Digital Marketing Agency
04.2015 - 03.2019
Assistant Manager - Merchandizing
Flipkart Internet Private Ltd.
09.2014 - 03.2015
Sr. Marketing Specialist
Hiveminds Innovative Market Solutions
06.2013 - 08.2014
AdWords Representative
Google India Pvt. Ltd.
06.2010 - 03.2012
Sports Analyst
Repucom International
08.2009 - 05.2010
PGPM - Marketing Major, Operations Minor
Great Lakes Institute of Management
BBM - Marketing Specialization
Christ College (Autonomous)
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