Vinay Sharma

As the Vice President of Acquisition Marketing at FreshBooks, I spearheaded a comprehensive strategy that seamlessly integrated performance marketing and user growth initiatives. Responsible for rebuilding the performance marketing function, I successfully reinvigorated growth for a mature technology company, overseeing global customer acquisition and end-to-end user onboarding experiences while managing a team of 35 professionals spread across Canada, the USA, Germany, and the Netherlands.

Global Customer Acquisition, Awareness & User Growth Strategies:

• Developed and executed strategies across diverse channels, including self-serve, resellers, sales, accountants, etc.
• Orchestrated Paid Search & SEO campaigns to optimize online visibility and drive highest value traffic.
• Managed paid social media campaigns on platforms such as Facebook, Twitter, TikTok, and LinkedIn, contributing to increased brand visibility and engagement.
• Oversaw referral, affiliate, and marketplace strategies, maximizing revenue through strategic partnerships.
• Spearheaded podcast and traditional media campaigns to reach target audiences.
• Evaluated new markets, formulated market growth plans, and executed initiatives to enter and expand in strategic regions.
• Managed the early lifecycle team to improve customer acquisition and retention.
• Implemented lead/prospect nurturing strategies, routing prospects to appropriate channels for maximum conversion.
• Utilized platforms such as Drift, Qualified, Salesforce, and Demand Gen for effective lead management.
  

Achievements:

• Successfully doubled revenue over tenure through strategic initiatives and comprehensive growth plans.
• Maintained an effective 3+ LTV:CAC ratio, with an impressive 4+ in the North American market.
• Scaled growth across self-serve and a new sales channel, achieving 100% revenue volume across all channels.
• Kept churn rate below 2.2% over tenure, reducing voluntary churn and ensuring customer retention.

Leadership and Strategy:

• Led, mentored, and expanded the marketing team, fostering a culture of innovation, accountability, and performance-driven results.
• Demonstrated cross-functional team leadership, fostering collaboration across departments to achieve common goals.
• Formulated and executed company strategy, aligning marketing efforts with overall business objectives.
• Applied B2B marketing expertise to drive acquisition and revenue growth while ensuring an exceptional customer experience.

• Working as a digital marketing consultant serving clients ranging from CPG, B2B, Travel, Fashion, Automotive, and Health sector with a focus on high measurable growth
• Plan, design and build growth strategies for paid search (SEM), SEO, social, display and affiliate campaigns across multiple platforms with a focus on user and revenue growth
• Provide ongoing analysis of campaigns, visibility and performance metrics & proactively expand and improve campaigns based on analysis
• Manage a multi-million dollar budget and allocate effectively across continent, channels, and campaigns to deliver maximum growth
• Work directly with entrepreneurs & agency partners to constantly try and further improve performance

• Lead end to end user growth strategy and campaign implementation in a startup ambiguous environment to successfully acquire 20k+ users across US and Canada for launch
• Worked with CTO & CEO to define and drive full funnel user acquisition strategy across all channels
• Lead the strategic development of variable creative and landing pages -testing with a focus on increasing conversion rate and user growth
• Contributed in defining the SaaS based revenue model for the business by leveraging detailed analytics on A/B testing and performance
• Worked directly with agency partners to gain, grow and retain users via digital acquisition

• Clients: Alfred Dunner, Ruby Rd., Baskits, Boathouse, Cardinal Of Canada, Cosmo Music, ECS Coffee, Hatley, La Canadienne, Little Blue House, Name Bubbles, Snuggle Bugz, Stance Shoe, Umbra, GroVia, OUTDOORsmart, BOATsmart, World of Angus, Nudestix
• Combined revenue on ad spend increased from $3.5M in 2015 to $26M in 2018 across all clients via digital marketing
• Return on Ad Spend from digital acquisition campaigns averaged at 1,000% for every client in the year 2016, 2017, and 2018
• Lead the growth of a new business unit for the agency (digital marketing) from scratch to contributing 1/3rd of agency revenue from this unit and growing the team to 7 member strong
• Collaborated with partners to develop the long-term SEM, social, display, affiliate, market place and email strategy - delivering exponential revenue and customer growth for clients
• Collaborated with and managed agency partners to optimize campaigns and serve as day-to-day contact for and foster relationships with major vendors (Google, Bing, etc.)

• Developed and executed PPC/SEM, display and paid social marketing plans to meet and exceeded aggressive revenue and new customer acquisition goals - achieving 18k+ users in 4 months
• Created A/B and multi variate testing programs to continually improve ad copy and creative, landing pages, bidding strategies, etc.
• Tested new marketing channels and ad products & Owned the process from tracking and technical integration to trafficking campaigns, optimizing, and determining success
• Drove continued innovation and best practice implementation, regularly shared knowledge with the marketing team, design team and Sr executives
• Built effective working relationships with agencies and vendors and provided direction on all elements of the campaign

• Clients: Lexus, Scion, Toyota, Toys R Us, CAMH
• Defined and executed growth strategies to further increase customer acquisition across all paid channels
• Increased conversions on client site by 100% YoY while maintaining same budget as previous year
• Managed $15M+ dollar annual budget and allocated effectively across nation, channels, and campaigns to deliver maximum growth
• Provided regular analysis and plan of action for future on campaign status to all parties involved
• Worked directly with agency reps and client partners to constantly try and further improve conversions

• Clients: Loblaws, Joe Fresh, Nestle Baby, Gerber, Purina, Air Miles Shops
• Planned, designed and built highly scaled strategies for paid search (SEM) & social campaigns across multiple platforms with a focus on user and revenue growth
• Provided on going analysis of campaigns, visibility and performance metrics & proactively expanded and improved campaigns based on analysis
• Managed a $4M dollar annual budget and allocated effectively across nation, channels, and campaigns to deliver maximum growth
• Worked directly with agency partners to constantly try and further improve campaign performance

• Contributed to the development of project plans by participating in the scoping and estimating of proposed projects
• Built and sustained strong relationships with cross functional teams with client experience

• Identified new streams for revenue growth and developed plans to build consumer preference via multiple Google products
• Conducted competitor analysis by constantly keeping abreast of latest market trends and achieving market share metrics
• Provided ideas and options to internal clients for further revenue generating opportunities and increased efficiency
• Conducted information, data and research analysis, operational audits, and business impact assessments
• Accounted for analysis to translate business needs into solution and complete assigned project deliverable