Zinnia Darukhanawalla

Career Objective

To develop and motivate teams with a strategic vision to achieve business goals through effective online marketing.

Professional Synopsis

·Results driven Online Marketing Professional with over 4 years of experience.

·Managing internet marketing campaigns for UK based B2C websites selling over 1000 healthcare products.

·An MBA (e-Marketing) with a unique combination of skills including Business Management (M.COM), Website Designing & Software Development (GNIIT).

·Expertise in Online Marketing, Website Management, Integrated Digital Communications, Online Brand Management and Product Launches.

·Experience in successful planning and execution of internet marketing strategies to achieve targets

·Defining strategies for customer acquisition, customer retention and reactivation of dormant customers.

·Excellent interpersonal communication and organizational skills with proven abilities in team management, vendor negotiations, customer relationship management and strategic planning.

Skills

Skills

Web Analytics

·          Monitoring traffic, click-through and conversion rates ·          Tracking the sources of traffic that offer better conversion rates ·          Tracking website rankings of key competitors and monitoring their strategies

Comparison Shopping Engines and e-marketplaces

·          Establishing presence on CSEs like Shopping.com, Kelkoo, Shopzilla, Ciao etc ·          Monitoring bids to ensure highest rankings for all relevant product searches ·          Listing products on e-marketplaces like Amazon & e-directory

E-mail Marketing and Viral Marketing

·          Designing campaigns to enhance the open & click-through rates ·          Developing targeted campaigns for different customer segments ·          Promoting viral email campaigns to generate new leads from the existing database

Affiliate Network Management

·          Working with Affiliate Networks like Commission Junction and Affiliate Window. ·          Generating feed files and ad banners for promotion on affiliate websites. ·          Formulating strategies to improve affiliate traffic conversion for branded products.

Search Engine Marketing

·          Liaising with PPC and banner ad campaign management agencies ·          Using Google and Yahoo PPC ads to drive high quality targeted traffic ·          Focus on keyword and ad content relevance to improve ad ranks

Search Engine Optimization

·          Improving the page rank through on-page and off-page optimization techniques ·          Optimizing content with Meta tags, keywords and better keyword density ·          Keyword ranking analysis and use of long tailed keywords for SEO ·          Directing free traffic from social networks, blogs, bookmark sites ·          Increasing free traffic volume and quality with online PR and social networking

E-Marketing Strategy

·          Developing a mix of customer acquisition, conversion and retention strategies ·          Creating customer journeys to move buyers of generics to branded products ·          Designing campaigns to enhance conversion rates and improve AOV ·          Negotiating better commission rates from online ad and PR agencies ·          Achieving recruitment targets with lower cost per acquisition rates

Work History

Work History
Mar 2006 - Present

Online Marketing Executive for the UK Healthcare unit

GOLDSHIELD GROUP PLC

Key Result Areas  :

·Plan, budget and develop online marketing campaigns, monitor the performance of the Internet business and formulate strategies to achieve given targets.

·Liaise with agreed internal and external suppliers and agencies as well as all members of the online & offline marketing teams to ensure strategies and objectives are achieved

·Manage the development ofkey UK websites including maintenance and suggestions for enhancements

·Define and execute strategies for new product launches and managing brands online

·Designing & Testing the SAP CRM e-commerce module with the development team from Accenture

Jan 2003 - Jul 2003

Content Developer for international e-learning projects

TATA INTERACTIVE SYSTEMS (TIS)

Developed e-learning modules on technical subjects like Flash, Java, Windows Security, e-business and Web Services for US based clients like IBM.

Jun 2002 - Dec 2002

Technical Writer for the Knowledge Solutions Business unit

NIIT Ltd.

Wrote articles on technical subjects like Aspen LMS, Linux, Solaris, ICON, Mercury, ICI, Commerce Server 2002, Software Project Management and Software Engineering for US based reference site www.books24X7.com

Education

Education
Jan 2009 - Present

Certificate in Digital Marketing

Institute of Direct Marketing, London

One year course from Institute of Direct Marketing, London - www.theidm.com

It covers topics such as brand and product management, marcoms, business development, channel management, campaign management, direct marketing, e-commerce, database management, CRM, loyalty programs, customer insight, analysis or metrics, selecting, briefing and managing suppliers, services or agencies.

Mar 2007 - Mar 2005

M.Com

University of Mumbai

SECURED FIRST CLASS

A two year Masters Degree from the University of Mumbai - www.mu.ac.in

The Business Management specialization includes subjects such as Human Resource Management, Marketing Strategy and Plan, Organizational Behavior, International Marketing and Entrepreneurship Management.

Mar 2006 - Mar 2004

MBA

Mumbai Educational Trust

SECURED FIRST CLASS

A two year Post-graduate course from MET Institute of Management- www.met.edu

This e-Business Management course with Marketing specialization focuses on subjects like Introduction to e-commerce, IT for Management, Strategy Management, e-marketing and Advance e-commerce.