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Radhika Vijay O.K

Digital Marketing and Account Strategist

Overview

  • 9+ years of work experience in Online/Digital Marketing and Key Account  & Partnership Management across geographies including India, USA, Australia, Singapore, China, etc.
  • Google AdWords certified professional
  • Leading online strategy for Google, YouTube, Dekkho, The Viral Fever and other brands
  • Key strengths include online marketing and brand management, key account management, creative agency management & partnership management.

Work experience

Nov 2017Present

Digital Marketing Lead

The Viral Fever, Mumbai
    • Paid Marketing & Media Partner Management -  
      • Fiction Content & Non Fiction Content - Design, strategise and execution of high volume advertising campaigns on Google, Facebook, Instagram, etc for channels from The Viral Fever Network - includes The Viral Fever, The Screen Patti, Girliyapa, The Timeliners, Non-fiction content such as Royal Challengers Bold League and The Viral Stars, etc; and, the Influencer & Talent Network at TVF. 
      • Managing end-to-end paid marketing strategy -  includes creating, launching, planning, execution and optimization for all shows & sketches across all channels in the TVF Network, namely, Tripling, College Romance, College Hostel, Yeh Meri Family, Engineering Girls, Pitchers Tamil, Permanent Roommates Tamil, Girlsplaining, Awkward Conversations, Tech Conversations series, Royal Challengers Bold League and The Viral stars, etc. Driving Google Ads Campaigns (Search, GDN,  YouTube, Mobile, etc), Facebook Ads Campaigns & Instagram Ads Campaigns.
      • Testing multiple ad formats and campaign types such as traffic campaigns, video campaigns, universal app campaigns, engagement campaigns, dynamic campaigns, across Google, YouTube, Facebook, Instagram, etc. 
      • Strategic bidding, budget management, campaign enhancement and optimization.
      • Analyzing performance data and monitoring all paid campaigns closely to ensure efforts have the highest possible return on investment (ROI.)
      • Communicate with the stakeholder on a regular basis to report on campaigns and overall health and provide recommendations to enhance performance.
      • Work with internal teams to generate advertising assets including video, graphics, ad copy, and landing page URLs.
      • SEO - Performing keyword research for YouTube tags to meet 100% YouTube SEO.
      • Media Partner Management - Managing, maintaining and developing strong media  partner relationships with Google, Facebook, Amazon, etc. Facebook Workshop for Creators - Helped organize Facebook creators workshop for TVF Talent & Influencers, etc.
      • Reporting & Analysis - Creating investor led reports, CEO-level reports, Brand Pre-Evals, Brand Post Evals, Weekly TVF Network Channel Reports,  & Channel Wise Reports
      • TVFPlay App - End-to-end response management & Translating app store listing into multiple languages to reach to users in any market.
      • Training - Conducted paid marketing training sessions for team.
Jul 2016Oct 2017

Head of Digital Marketing

Dekkho, Mumbai
    • Online Marketing -  Leading Search Engine Marketing across Search network, Display network, YouTube and Mobile networks – 438 campaigns planned, created and executed which include;
      • 204 Search Campaigns
      • 202 Display Campaigns
      • 24 video campaigns
      • 6 Topics/Audiences Campaigns
      • 2 Universal App Campaigns
    • Content Partner Management - managing, maintaining and leading content partner relationships for all South India content accounts namely Flowers TV, Srag, Srag Music, DIVO, Trendloud, Chai Bisket, and LCM Records.
      • Shape and lead the content strategies for all South content creators on Dekkho.
      • Support partnership growth and building, maintaining and developing strong relationships with key partners.
      • Manage day-to-day partnership activities with a focus on growth, and advocate internally on behalf of content partners.
      • Work cross-functionally with multiple teams, such as tech, sales, etc. to foster growth of partners
      • Run SEM campaigns for audience development of partners.
      • Identify areas of demand for South India content, and prioritize the relationship and on-boarding of new content partners for this region.
    • Project Manager, Flowers TV App Development - Leading the project to build and manage the mobile and web experiences for Flowers TV (a 24-hour Malayalam general entertainment TV channel); includes;
      • Embedding Dekkho Player on their website and app resulting in potential Dekkho views of 5.35 crores in a month
      • Overall management of the project, identifying and planning needs for the team, estimation and scheduling, and coordinating reviews, provide support & guidance to the team, reporting and communication management.
    • Partnerships - Leading and maintaining partnership relationships for Vodafone Play, Micromax (VuLiv) and Amazon FireTV. Includes managing 
      • Day-to-day partnership activities like content promotions across these platforms which includes promoting exclusive content from channel partners.
      • Support partnership growth and building, maintaining and developing strong relationships with them
    • App Search Logic - Developed and implemented the search logic for the app and website for optimal performance of the platform
    • App Home Page Management - Creating, Managing and deciding sections for Homepage and tracking performance
    • Ad Sales: Lead generation for ad sales with brands such as Burger King, Reliance Brands, Genisis Luxury, Thomas Cook India, Flight Centre, Future Generali, Godrej, Patanjali, Tonic Media, Optimise Media, Seventy Nine, Mindshare and Asian Paints
    • HR & Administration - Leading Recruitment & Hiring with Belong (Hiring agency); Core member of Sexual Harassment committee, and, Creating Public Holiday policy for the company. 
Oct 2011Jan 2014

Account Strategist, Planner & Optimizer, India Newbie Sales & DAB Ads

Google, Hyderabad
  • Assisting activities entailing portfolio management worth $140Million/Year across book of business
  • Conceptualizing effective media plans and optimizing ad campaigns for top brands like Godrej, Polycab, Rajshri Media Productions, Jaypee Greens Properties, DLF Properties, Dharma Productions, Fevikwik, SandDisk, and more
  • Identifying business development opportunities for potential avenues of expansion for advertisers
  • Workflow management to ensure smooth, efficient, 100% TAT with customer and team satisfaction
  • Assisting activities entailing creation of Display Ads using the internal Display Ads Builder (DAB) tools for the Media and Mobile Team in North America
  • Leading the DAB ads project from India includes planning and executing DAB optimizations across network and reviewing quality of optimizations performed by the team.
Jul 2011Sep 2011

YouTube Marketing SEM Lead for North America

San Bruno, California - Global Business Rotation
  • Leading YouTube team’s online marketing strategy, execution and optimization for customer acquisition initiatives via various channels including mobile, YouTube, social media, display and search.
  • Generated and analyzed various reports to help assess the opportunities in all the online  campaigns on Search, GDN and YouTube.
  • Trained and worked with AKQA’s ( external media agency) SEM specialists to improve on search optimizations to delivery higher quality search campaigns
  • Key project included creating media campaigns for artists such as David Guetta, Eminem, Florence & The Machine, Jennifer Lopez, John legend, Red Hot Chilli Peppers and Shakira along with other music brands Blank TV, Dave Days, David Choi, Music General, Maddi Jane, Strawburry17 and Venetian Princess
Apr 2010Jun 2011

Google Marketing SEM Lead

Google, Hyderabad - APAC 
  • Leading Google Marketing team’s online marketing strategy, execution and optimization for customer acquisition initiatives via various channels including mobile, YouTube, social media, display and search
  • Generated and analyzed various reports to help assess the opportunities in all the House Ads campaigns on Search and GDN
  • Conceptualizing  effective media plans and optimizing ad campaigns for AdWords, Google Chrome, Google AdSense, Google Analytics, Google Jobs, Google Family Safety Center and, Google Maps. Few of the new promotions included  YouTube-IPL promotions and campaigns for the Australian Elections (2010)
  • Created a priority sheet for the marketing team to prioritize requests to create a clear roadmap for the quarter. This process helped in creating transparency in the various teams located across APAC
  • Set up a new team and process in India for House Ads online media planning for North America and APAC. 
  • Performed the roles of trainer, mentor and quality reviewer for the team
  • Created the productivity-tracking dashboard for the House Ads Team
Jun 2007Mar 2010

Account Associate & Optimizer

Google, Hyderabad - China LCS (Large Customer Service) & SBS AdVenture
  • Conceptualizing effective media plans and optimizing ad campaigns for the China Large Customer Services (LCS) team & various optimization projects like Project Blitz, Project Cinderella etc.
  • One of the first among five people selected for part time optimization team in SBS in India
  • Leading the China LCS Optimization team from India.
  • Identifying business development opportunities for potential avenues of expansion for advertisers
  • Plan and execute strategies to help advertisers improve account performance to help them achieve their online advertising goals
  • Worked very closely with the in-market account managers in China to collaboratively achieve targets
  • Reviewing quality for account optimizations performed by the team
  • Ad approvals - enable positive advertiser and user experience by ensuring and approving  ads that meet and comply with Google policies - Managed a highest score short of 2700 ad approvals; amongst the top 10% of performers