Rakesh Ramesh

Streamlined Operations: Automated our workflow using code interpreters, enhancing our data analysis processes,GPTs
Tech Integrations: Spearheaded key marketing tech integrations, including Mobile Measurement Partner (MMP) setups, GA4, ensuring seamless data flow and tracking.
Attribution Excellence: Took charge of the SKAdNetwork (SKAN) modelling to refine our attribution processes, ensuring accurate credit allocation for our marketing efforts.
Content Innovation: Utilized generative AI tools for content creation, ensuring we consistently delivered engaging content to our audiences.

Channel Mastery: Optimized strategies across various platforms, with a special focus on Meta and TikTok and Google ( App and Web)
Collaborative Efforts: Partnered closely with agencies to produce tailored User-Generated Content (UGC) for our channels.

Spearheaded User Growth and Engagement Strategies for Arive Across Markets

• Overhauled marketing technology stack, incorporating Adjust, Braze, Firebase, GA4, GTM, and conversion tracking enhancements.
• Automated performance marketing reporting to enhance visibility into KPIs like CAC and CPI for key stakeholders.
• Optimized customer acquisition channels, including paid social, Google Ads, and SEO, for better efficiency and outcomes.
• Designed product and CRM lifecycle strategies, introducing a voucher system and a customer data platform (event engine) for CRM management.
• Collaborated with the data team on multi-touch attribution modeling for a more comprehensive marketing performance view.
• Worked with merchandising and commercial teams on market insights using price competitiveness and trend analysis

Oversaw the overall operations on user acquisition and retention for Foodspring across all European markets.

• Oversaw direct-to-consumer (D2C) revenue and Amazon marketplace operations in 7 markets, including Germany, France, Italy, Netherlands, Switzerland, etc., while streamlining team to enhance efficiency and align individual objectives.
• Lead cross-market projects, orchestrating planning, implementation, and rollout of complex initiatives while monitoring project finances, budgets, reporting, and forecasting.
• Constructed marketing technology stacks utilizing tools such as Google Analytics, Funnel.io, Braze, etc., to accurately measure ROI across channels.
• Re-architected performance marketing channel framework, including Google AdWords, Meta, Twitter, etc., to prioritize ROAS and CPA for reduced customer acquisition cost (CAC).
• Innovated attribution approaches, such as incrementality, to enhance measurement of channel performance.

Achievements:

• Launched and executed the transition to the new CRM tool (Braze), including automations and newsletter.
• Improved marketing channel performance by introducing a more efficient testing framework and accurately forecasting budget (CPV and ROAS).

Directed user growth function by leading user acquisition efforts and developing channel strategies to exceed monthly, quarterly, and annual targets with an eye toward cost-efficient growth and improving LTV: CAC.

• Reduced marketing costs and achieved digital objectives by defining new channel strategies and bringing media buying and ad spending in-house.
• Worked with finance, business intelligence, and content operations teams to optimize attribution model and regularly report results to senior management and board.
• Maintained marketing technology stack, selecting appropriate technology and automation to improve marketing efforts, channel mix, and customer experience through extensive testing and experimentation.
• Expanded reach of digital campaigns by identifying custom content needs and target audiences.

Accomplishments:

• Exceeded growth target by achieving 70% year-over-year growth, resulting in increased revenue and acquisition of loyal customers.
• Decreased cost per user acquisition from $25 to $11 through successful efforts.
• Invested in high-yielding marketing channels, departing from affiliate marketing approach after thorough evaluation of affiliate network and discovery of fraudulent accounts.

Played an instrumental role in shaping and delivering a seamless, novel digital experience to mobile users in the UAE.

• Pivotal in crafting and launching a unique digital experience for mobile users in the UAE.
• Built a new marketing team and collaborated with an agency to redefine marketing strategies based on distinct value propositions.
• Directed the development and execution of marketing plans, enhancing campaign effectiveness and user experience.
• Implemented analytics and systems for rapid delivery post-online purchase, ensuring exceptional customer service.
• Led a digital overhaul with consultants to improve data use and meet business goals.

Achievements:

• Spiked daily sim sales by 500% with a focus on digital marketing and user experience.
• Increased digital sales by 40% YOY, accounting for over 60% of total revenue, with a low churn rate of 3%.
• Cut acquisition costs from $120 to $30 through effective real-time data analysis.

• Spearheaded digital marketing initiatives, aligning with executive vision during startup phase.
• Assembled and managed a dedicated marketing team of 18, achieving zero turnover and establishing accountability.
• Created and implemented a comprehensive digital marketing and CRM strategy, enhancing customer journey on web and app.
• Drove app ranking improvements and optimized campaigns through effective tracking tools.
• Collaborated with data and analytics teams to support strategic decision-making through analytical frameworks.

Key Outcomes:

• Expanded digital marketing budget from $10K to $2.5M over three years, significantly contributing to a $2B company valuation by 2018.
• Grew user base to 25M and daily trips to 500K, while reducing user acquisition costs by 30%.
• Led digital marketing transformation, adapting strategies to achieve key performance indicators.

• Rapidly progressed from SEM Lead to Head of Performance Marketing at a top Middle East online retailer within 2 years.
• Created and optimized large-scale PPC campaigns, driving new search advertising opportunities.
• Led cross-platform digital marketing efforts, improving search rankings and user engagement.
• Oversaw analytics, reporting, and marketing automation, aligning with strategic goals for revenue and conversion rates.

Achievements:

• Generated $45M in revenue from search marketing.
• Established foundational performance marketing processes and analytics at Namshi, leading to sustained growth and efficiency.