Ayan Ghosh

Director - Performance​ Marketing at Simplilearn

Bangalore, Karnataka, India

600 /30mins

Short Biography

I am a Digital Marketing Expert, with 10 years of experience, holding a **PGDM (MBA) from IIM Lucknow** and **B.E. from NIT Surat**. I have led marketing teams at **Flipkart, Vedantu**, Edusys and am currently the **Director for Performance Marketing at Simplilearn** - one of the world's largest professional training providers. I have deep experience in **SEO, SEM (Adwords and Bing), Social Media, Display Ads, Affiliate Marketing and Email Marketing**. I have a lot of experience working in **start-ups** and have helped my wife start-up 3 new ventures from scratch.

Experience

Director, Performance Marketing, Simplilearn

Feb 2017 to Present

I am responsible for driving higher marketing performance to meet business targets on quality leads and ROI, primarily through the channels/functions below: - SEM - via Adwords and Bing - Retargeting - Affiliate Marketing - Email marketing - Social Media Advertising on LinkedIn and Facebook - Display Advertising - Youtube - Marketing Design

Head of Digital and Product Marketing, Vedantu Innovations Pvt. Ltd.

May 2016 to Feb 2017

Vedantu (www.vedantu.com), started in 2011 by 4 successful IITian entrepreneurs, is the market leader in live online school tuitions in India. It is backed by Tiger Global and Accel Partners. • 300% increase in product trials with a trial cost reduction of 25%, thereby driving a sharp growth in revenues • Decreased CAC (Customer Acquisition Cost) by over 50% through focused conversion rate improvements – improved landing pages, remarketing and drip campaigns, and improving the sales force processes • Ramped up all digital marketing channels – Google Adwords, Facebook Ads, SEO, Strategic Digital Partnerships, Bing Ads, Referral Marketing and Affiliates within a month of joining • Recruited and led an expert team of 4 members, comprising experts in each of the digital marketing channels, along with 2 marketing interns • Selected and onboarded high ROI digital agencies for content marketing, affiliate marketing and Adwords

Senior Manager, Product Marketing, Flipkart

May 2014 to Apr 2016

Responsible for marketing all product launches to over 1 lakh sellers on Flipkart, along with driving seller participation in Flipkart promotions, and ensuring adherence to Flipkart’s selling policies. • Exceeded product launch adoption targets 80% of the time, with some stellar examples being the Seller Mobile App launch on Android (120% achievement) and seller participation in The Big Billion Days sale (175% achievement) • Used brand track studies to create impactful branding campaigns to slingshot Flipkart from 2nd rank into the most preferred brand for selling online, in just 1 quarter, as established by independent research • Led a lean team of 6 to design and execute launch campaigns for over 16 product teams and all categories • Increased reach 2.5 times through intelligent segmentation using tools like Google Analytics and Kissmetrics, and addition of 7 new marketing channels (including SMS, an e-learning website and automated calls)

Associate Vice President - Marketing & Strategy, Edusys Services Pvt. Ltd.

Jan 2012 to May 2014

Locations: Phoenix, Arizona, USA & Bangalore, India Brand Management • Headed a global project management training brand focused on UK, Australia and India with P&L accountability. Managed a 20 member international team. • Successfully re-positioned a value-segment brand to a premium one with increased profitability • Provided creative direction to numerous brand collaterals such as marketing videos, brochures, email templates and presentations Product Management • Co-headed a 10 person GMAT product development team from the Phoenix Office in USA. • Designed and led the development of a sales tracking and quotation system for corporate sales in UK • Improved the design of Customer Relationship Management system for all brands • Led the product design and development efforts to revamp our key online training courses including the addition of an automated feedback system Digital/Online Marketing and Analytics • Managed Google Adwords campaigns for all brands • Created a website traffic analysis tool with VB-Excel and used various other analytical tools like Google Analytics and Alexa to continually improve our SEO and other performance metrics • Worked on LinkedIn B2B campaign and strategy to target corporate clients • Increased customer engagement across Facebook, Twitter and LinkedIn through coordinated and consistent efforts between team members • Managed and continuously improved all the email marketing campaigns end-to-end Other Strategic Responsibilities • Led the acquisition of a USD 2 million training company based in Manchester, UK and its subsequent integration. • Worked from the Phoenix, US office to recruit and manage the product review team for GMAT

Marketing Strategy Consultant, Wipro Consulting Services

Mar 2010 to Jan 2012

• Developed a business plan for for a $ 15 billion Japanese Heavy Industries Company which wanted to enter India with a cutting edge surveillance product. Conducted extensive technology review, secondary research, and primary research with leading security experts to arrive at the recommendations which I presented to the client. • Recommended a market expansion strategy in the cloud industry for a leading Fortune 500 IT hardware company, based on customer analysis, competition review and primary research with experts. • Advised a global electronics giant on market entry strategy for the power backup sector for the client’s eco-friendly product based on technology, competitor and value chain analysis • Won the annual Wipro Consulting Services Award for developing the first-of-its-kind ‘consultants’ performance management dashboard' for the Global Research Centre for Consulting

Analytics Associate, ZS Associates

Jun 2007 to Apr 2008

ZS Associates is a global consulting leader in the pharmaceutical industry. As the first non-IITian Associate, I worked in the field of Sales Force Incentive Compensation from top Global Pharma companies, implementing compensation models and significantly increasing team productivity through automation of key processes.

Associate, Accenture

Jun 2006 to May 2007

Created data-warehouses using Informatica and improved processes using UNIX scripts

Education

PGDM (MBA), Indian Institute of Management, Lucknow

May 2008 to Feb 2010

Full time 2 year PGDM, with a specialization in Marketing and Strategy

B.E., Mechanical Engineering, National Institute of Technology, Surat

Jul 2002 to Feb 2006

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