Vidya J
Oakville,Canada
Summary
Accomplished Digital Marketing Manager with a proven track record at Newell Brands, enhancing brand visibility and market share through strategic e-commerce marketing and analytics proficiency. Demonstrated leadership in team management and adept at leveraging digital advertising platforms for significant revenue growth. Achieved a 250% increase in eCommerce revenue, underscoring expertise in performance optimization and strategic planning.
Overview
15
15
years of professional experience
Work History
Digital Marketing Manager
Newell Brands
Brampton, Canada
10.2021 - Current
- Strategize the Digital Marketing activation across retail channels for 6 business units and about 20 iconic brands (Rubbermaid, Graco, FoodSaver, Coleman, Contigo, Mr
- Coffee, Sharpie, Elmers, Papermate, Oster, Crockpot, Baby Jogger, NUK, Yankee, Expo, Elmers, Dymo, Bernardin, Margaritaville)
- Lead Shopper budgeting process and strategy across the divisions
- Lead eContent and Digital Marketing initiatives to build and grow the brands
- Lead end-to-end planning and execution of cross-operating company activations (tentpoles events, etc.)
- Lead key advertising Joint-Business-Plans (JBPs) discussion with the Country Marketing leader for the media partners (Amazon Advertising, Walmart Connect, Loblaw Media, Triangle Retail Media & Criteo)
- Develop an investment strategy for a category, weighing both financial and strategic objectives to ensure competitiveness and to gain market share across retailer platforms
- Act as the SME for Digital Marketing across the divisions
- Lead the advertising business reviews at a monthly/quarterly level with the campaign reporting and optimization inclusive of budget reporting, campaign reporting and analytics across the media funnel
- Serve as Newell’s retail media primary representation in the Canada market
- Utilize the strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touchpoints
- Adept at managing a team and evaluating emerging technologies
- Provide thought leadership and perspective for adoption where appropriate
Senior Digital Marketing Specialist
BISSELL Canada
Mississauga, Canada
10.2017 - 10.2021
- Managed eCommerce for BISSELL (Organic and Commercial) and lead all the channels including social media, Web Promotions, Affiliate Marketing, Email Marketing, loyalty program, Syndication of reviews & ratings to retailer sites and Influencer Partnerships
- Managed the email, social channels, loyalty programs and influencer relationships for BISSELL core end-end including the revenue & CAC
- Managed relationships with key vendors and digital marketing partners
- Increased eCommerce revenue by 250% through employing re-marketing strategies with actionable insights and detailed recommendations to improve business performance
- Liaised with the US Digital leads to drive synergies and integration into the digital portfolio programming
- Played a key role in managing the product content, researching the competition and continuously understand the marketing and sales trends across major ecommerce retailers
- Continuously worked with internal team and external partners to report ROI, KPIs, conversion scores and define best practices for digital scorecard measurement
- Played a key role in the implementation of the new eCommerce platform, coordination and execution of user acceptance A/B testing for new web products and functionality for the Canadian Market
- Improved customer experience on retail.ca (Walmart, Costco, London Drugs, Home Depot, Lowes, BestBuy, Canadian Tire) by creating the enhanced content and the review syndication program
- Analyzed prospect and customer data, including web and search behavior, customer segments, customer journey and action trigger points to identify areas of opportunity, quantify impact (ROI), and made recommendations for future site enhancements
- Worked with BISSELL Associates, vendors, and agencies to develop social and email content to support and promote new product launches and other key initiatives to consumer and trade audiences for the Canadian market
- Identified, developed, and managed viral, word of mouth, social networking and social media opportunities to increase positive engagement with the Company and its products - Creative compelling social content that will build loyalty and brand awareness
- Performed segmentation analysis -- (Return Rate) and determined how often customers are returning to make a purchase, as well as rewards members and their purchase behavior
- Worked with internal partners and the US Digital leads in the execution of test-and-learn agenda by employing different strategies, staying abreast of the new trends and monitoring the KPIs to customize the strategy to achieve desirable results
- Worked with supply chain team in forecasting the inventory based on the demands and sales trends
Business Development & Communications Specialist
Insurance Institute of Canada
Toronto, Canada
01.2014 - 10.2017
- Increased the engagement & goal conversion rate to over 75% of the digital channels through specific paid search remarketing campaigns using Bing & Google AdWords
- Played a key role in updating the brand guidelines working in conjunction with the marketing team
- Successfully created a client satisfaction survey in alignment with the business strategic plan to understand the net promoter score for the IIC brand
- Increased conversions and leads to over 80% by managing display campaigns on the social channels
- Acted as the lead for the Information Architecture refresh project in working with the IT team to update the web platform (Sitecore, an enterprise CMS)
- Analyzed the market segments and build key relationships with the Influencers
- Delivered strategic insights to the key members of the industry at executive round tables
- Analyzed the target segments and build targeted lists for email marketing
- Design, test and execute email campaigns using marketing automation tools
- Analyzed the surveys to target the market segments, market behaviour and present the insights to senior management
- Managed marketing budget for the products and provide a report to accounts on the budget vs actuals on a yearly basis
Project Coordinator
Ontario Public Service – MGS
Toronto, Canada
03.2013 - 12.2013
- Played a key role in updating the internal portal site through the knowledge of content management system [IBM Domino Tiles] and HTML/CSS
- Created executive reports based on the insights from the usage trends of corporate leadership council resources for the ministry of government services and recommended smart solutions to increase the engagement levels
- Played a key role in the HROntario communications program such as consulting with various program Directors from Ministry of Government Services
- Managed the Communication portfolio for Human Resources division, through the creation of communication strategy and communication materials
- Lead the ministry’s portal project and worked with a cross-divisional group across the ministry to perform various activities for portal migration
- Managed the HRO Awards of Excellence portal website, through the creation of graphics, proofreading and editing the content
Social Media Analyst
RS Homes
Toronto, Canada
06.2012 - 03.2013
- Acted as the key point of contact for executing the marketing campaigns and driving business goals
- Increased the quarterly business revenue goal by 12% through the generation of actionable insights from detailed analysis of online and offline data
- Increased client base by 12% through powerful link building and social media strategies
Business Development Lead
Infosys Limited
, India
05.2010 - 01.2012
- Efficiently analyzed the corporate initiatives, developed recommendations, and worked closely with senior management to launch a pilot for the corporate program
- Increased the engagement rate on corporate communication channels such as leader’s blog, senior management talk series, manager’s portal by 15% through efficient management, monitoring and dynamic content strategy
- Increased the brand recognition by high delivery rate, successfully building relations with cross-divisional units and developing recommendations for senior consultants/ managers
Education
Fundamentals of Digital Marketing -
University of Toronto
Toronto, Canada01.2013
Marketing/Sales Connections -
Humber College
Toronto, Canada01.2012
PGDM (MBA equivalent) - Marketing Communications
Mudra Institute of Communications
India01.2010
Bachelor of Engineering (Distinction) -
St. Joseph’s College of Engineering
Chennai, India01.2006
Skills
- Analytics proficiency: GA, Adobe
- SEM strategy management
- Team leadership
- E-commerce marketing: Amazon, Retail Media
- Digital advertising platforms
- Digital marketing strategy
- Customer acquisition
- Strategic planning
- Shopper marketing
- E-commerce SEO
- Budget planning and allocation
- Brand development strategy
- Go-to-market strategy
- Data analysis
- Performance optimization
- Promotional planning
- Consumer insights
- E-commerce management
- Influencer marketing
- Paid Social
- Competitor analysis
- Multi-media communication
- Sales funnel optimization
- Campaign management
- User experience testing
- Conversion rate optimization
- Influencer partnerships
Affiliations
- TRIEC Mentor
- Freelance Digital Marketing Strategist.
Timeline
Digital Marketing Manager
Newell Brands
10.2021 - Current
Senior Digital Marketing Specialist
BISSELL Canada
10.2017 - 10.2021
Business Development & Communications Specialist
Insurance Institute of Canada
01.2014 - 10.2017
Project Coordinator
Ontario Public Service – MGS
03.2013 - 12.2013
Social Media Analyst
RS Homes
06.2012 - 03.2013
Business Development Lead
Infosys Limited
05.2010 - 01.2012
Fundamentals of Digital Marketing -
University of Toronto
Marketing/Sales Connections -
Humber College
PGDM (MBA equivalent) - Marketing Communications
Mudra Institute of Communications
Bachelor of Engineering (Distinction) -
St. Joseph’s College of Engineering
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