Aravind Sundar, Marketing Expert in London, United Kingdom
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Aravind Sundar

Verified Expert  in Marketing

Bio

Ara is a growth marketer with experience working with companies at various stages. He specializes in developing and delivering global marketing strategies and GTM strategies as a fractional CMO. Presently, Ara works closely with companies on their data management and analytics setups for effective attribution and scalable paid ads strategies.

Project Highlights

User Engagement and Data Efficiency Enhancement for Avoya Travel
Boosted Avoya Travel's bookings by 25% and doubled team efficiency by implementing custom HTML for session tracking, optimizing Google Analytics 4 views, and automating dashboards.
GTM Strategy for Corpay One
Tailored and implemented a GTM strategy for Corpay One, cutting CPA by 40%, boosting conversions by 23%, accelerating marketing workflows by 50%, and ensuring a successful market entry with improved brand visibility and customer reach.
NYSC – GTM and GA4 Tracking Implementation
Implemented a custom JavaScript solution in GTM to track subscription user flow and convert it into an eCommerce format in GA4. This improved NYSC's visibility into user behavior and enabled more informed, data-driven subscription decisions.

Expertise

  • B2B Marketing
  • Facebook Marketing
  • Google Ads
  • LinkedIn Ads
  • Marketing Attribution
  • Marketing Budgeting
  • Performance Marketing
  • Strategic Planning

Work Experience

Head of Marketing

2024 - PRESENT
Telescope
  • Increased product availability by creating strategic partnerships with key distribution platforms, resulting in a 40% boost in app visibility and accessibility across multiple regions.
  • Optimized lead generation by developing AI-powered content and personalized email campaigns, leading to a 45% increase in lead conversion rates.
  • Enhanced brand visibility through high-impact webinars and virtual events, attracting significant attention and increasing brand recognition within the AI and tech communities.
  • Improved customer acquisition by concentrating on SEO and PPC strategies, leading to better organic search rankings and more efficient customer acquisition.
  • Achieved significant lead growth by implementing advanced AI analytics to fine-tune audience segmentation and launch hyper-personalized ad campaigns.
  • Expanded product adoption by collaborating with industry thought leaders to create and distribute educational content, driving more product trials and demos.
  • Grew product awareness by targeted PR campaigns that garnered significant media coverage in industry publications, boosting credibility and brand visibility.
  • Elevated brand loyalty by creating a strong feedback loop with users, incorporating their suggestions into product updates, and communicating these enhancements effectively.
  • Extended customer reach by creating tailored marketing campaigns for different verticals, ensuring that the app's benefits were clearly communicated to diverse industries and use cases.

GTM Specialist and Senior Digital Marketing Executive

2021 - 2024
Almund
  • Led the setup and optimization of Google Analytics 4 (GA4) and Google Tag Manager (GTM) for Almund’s clients, ensuring accurate tracking systems were in place to gather data and improve marketing efforts.
  • Improved Almund’s digital analytics offerings by introducing tracking solutions that gave clients a clearer understanding of their website and ad performance, leading to a 76% increase in actionable insights for optimizing campaigns.
  • Focused on implementing custom event tracking and data layers, which resulted in a 63% improvement in data accuracy, helping clients make better decisions based on reliable data.
  • Managed and optimized multi-channel marketing campaigns, including Google Ads and Meta ads, resulting in a 40% increase in ad conversion rates for clients.
  • Introduced automation within GA4 and GTM setups to speed up reporting, reducing report delivery times by 20% and improving operational efficiency for Almund and its clients.
  • Unified team efforts to provide high-quality analytics services, which led to a 15% improvement in overall client satisfaction and better advertising outcomes.
  • Maintained strong partnerships with key platforms like Google and Meta, ensuring clients used the latest tools and best practices to enhance their digital marketing efforts.
  • Optimized paid media strategies across Google Ads and Meta, leading to a 35% improvement in Return on Ad Spend (ROAS) for clients in the first three months.
  • Streamlined landing page strategies and optimized ad creatives, which led to a 25% increase in conversion rates across multiple campaigns.
  • Reduced data collection and compliance-related costs by 15% for clients in the EU and US markets by refining the data tracking processes and using consent-based methods.

Digital Marketing and Omnichannel Strategy Manager

2018 - 2020
404DM
  • Increased customer satisfaction by 53% for Kellogg's through optimized multi-channel strategies, integrating email, SMS, and social media to ensure seamless customer experiences.
  • Led IKEA's customer feedback initiatives through Zendesk, enhancing service response times and gathering insights for continuous improvement.
  • Expanded market reach for Myntra by launching targeted campaigns across Google Ads and Facebook Ads, increasing engagement by 40%.
  • Enhanced cross-channel communication for Myntra (a Walmart brand) by integrating platforms like Salesforce and Intercom, streamlining customer journeys.
  • Enhanced customer engagement for Olipop by developing a personalized email marketing campaign focused on retention, which increased repeat purchases and improved customer loyalty.
  • Launched cross-channel campaigns for Oats Overnight by combining Facebook Ads, Instagram, and email marketing, resulting in a 60% increase in new customer acquisition within the first three months.
  • Developed a multi-touchpoint customer journey map for Lemon Perfect that integrated social media, email, and SMS, driving a 35% increase in customer lifetime value (CLV).
  • Implemented GTM and GA4 tracking for Change Please Coffee to gather actionable insights, which led to more personalized marketing efforts and a 55% improvement in email open rates.

SEO Consultant and Marketing Manager

2015 - 2018
FarmTaaza
  • Improved FarmTaaza’s online visibility through targeted SEO strategies, which enhanced the website’s search rankings and increased organic traffic.
  • Optimized on-page content and meta tags, making the site more search-friendly and improving user experience.
  • Worked closely with the development team to improve site speed and mobile responsiveness, ensuring better search engine performance and user retention.
  • Managed link-building campaigns and keyword research to increase the site's authority, ultimately expanding FarmTaaza's market reach and visibility.
  • Streamlined advertising and marketing costs, reducing expenses by 10% while maintaining consistent engagement through targeted organic campaigns.
  • Led a 45% revenue increase by launching SEO-optimized content strategies for new product lines and improved website page load times, making it easier for customers to explore FarmTaaza’s offerings.
  • Built partnerships with local farms and used SEO to highlight their products, which helped increase FarmTaaza’s product variety and visibility in search results.

Analytics Excellence for Carrum Health

Implemented Google Analytics 4 and custom dashboards and data streams, cutting manual data gathering by 60%, boosting attribution accuracy to 95%, enhancing cross-team collaboration, and driving informed decision-making across B2B and B2C channels.

Carrum Health needed to set up efficient data tracking with Google Analytics 4 to monitor user engagement and gather crucial data for their healthcare solution. The challenge was consolidating various teams' requirements and establishing a streamlined data collection and analysis process to support their goals.

I worked closely with Carrum Health to address their data tracking needs and set up Google Analytics 4 to track user engagement and data efficiently. I also collaborated with marketing automation, analytics, and acquisition teams to align requirements and objectives. In addition, I built customized dashboards to provide a unified view of critical data for informed decision-making and established data streams for various subdomains, enabling effective tracking of data from both B2B and B2C customers. We also leveraged Google Analytics 4's path exploration and segmentation to visualize data flow between B2B and B2C customers. These solutions ensured a robust data infrastructure for Carrum Health to effectively track user engagement and make data-driven decisions for their healthcare services.

User Engagement and Data Efficiency Enhancement for Avoya Travel

Boosted Avoya Travel's bookings by 25% and doubled team efficiency by implementing custom HTML for session tracking, optimizing Google Analytics 4 views, and automating dashboards.

Avoya Travel faced two key challenges: the need to differentiate and engage users spending over 160 seconds on their platform and the struggle to compare Google Analytics 4 data with ad platform metrics.
These challenges hindered their ability to tailor marketing efforts effectively and analyze campaign performance.

My solution involved creating a custom tracking system for users spending over 160 seconds on Avoya Travel's platform, enabling a unique customer journey. I established tailored Google Analytics 4 views and automated dashboards to address data comparison issues, streamlining data reporting. This allowed Avoya Travel to retarget effectively on Meta and analyze campaign performance. As a result, the company experienced a 73% increase in bookings and a twofold boost in team efficiency, demonstrating the impact of the enhanced user engagement and data efficiency solutions provided.

GTM Strategy for Corpay One

Tailored and implemented a GTM strategy for Corpay One, cutting CPA by 40%, boosting conversions by 23%, accelerating marketing workflows by 50%, and ensuring a successful market entry with improved brand visibility and customer reach.

Corpay One lacked a GTM strategy. Without a well-defined plan, it faced uncertainty regarding brand visibility, customer reach, and market competitiveness. This strategy gap threatened to hinder its market entry and expansion, making it crucial to address the issue promptly.

I collaborated with Corpay One's teams to develop a tailored GTM strategy. This strategy included market analysis, customer segmentation, and a comprehensive marketing plan. Additionally, I established the necessary systems and processes to support their marketing efforts effectively, ensuring a smooth and organized market entry. The combination of a well-crafted GTM strategy and robust operational support enabled the company to address its challenges, ensuring a successful market entry.

App Marketing Strategy for TODO English | A Leading Kids' Education App

Helped TODO English increase revenue by 1,100%, grow the paid user base by 860%, and boost app downloads by 935%.

TODO English needed help increasing app installs, growing revenue, and building its paid user base in the US, UAE, Singapore, and South Korea. They needed a straightforward strategy for user acquisition, retention, and improving their app store presence.

My solution with TODO English is to create a simple and effective marketing plan. I designed a landing page with tracking to see how users were interacting and to help increase sign-ups. I also ran ad campaigns on Google Ads, Meta Ads, TikTok Ads, and Apple Search Ads, focusing on parents with young children. For better visibility, I improved the app's store listings, making it easier for people to find and download. I also set up email campaigns to turn trial users into paying customers and ran localized ads in Korean to reach more parents in South Korea.

Optimizing PPC and Web Analytics for Cloudstaff

Increased ROAS by 15%, reduced data processing time by 20%, and made retargeting campaigns 25% more effective for Cloudstaff, a company providing outsourcing solutions.

Cloudstaff faced challenges with their PPC campaigns due to their niche audience, making it hard to scale and find the right keywords. Additionally, with traffic coming from different regions like the UK and USA, they needed to comply with data regulations like CCPA and GDPR, which made tracking and remarketing efforts even more complicated.

I refined Cloudstaff’s PPC strategy by expanding long-tail keywords with dynamic keyword insertion and using negative keywords to filter out irrelevant traffic. I widened audience segments using custom intent and lookalike audiences. I targeted B2B professionals on LinkedIn, while on Reddit, I focused on interest-based subreddits. I used Smart Bidding in Google Ads to improve conversions.

I set up GA4 with Google Tag Manager for web analytics on all landing pages, implementing intent-level tracking to score user behavior. I also ensured compliance with CCPA and GDPR using a Consent Management Platform. I built a customized data layer for tracking user interactions, allowing me to create accurate audiences for remarketing. Finally, a data-driven attribution model was used to optimize marketing spend effectively.

The House of LRC – GA4 and GTM Optimization

Improved data accuracy by 35% and increased conversion tracking efficiency by 20% for The House of LRC, a luxury retail brand.

The House of LRC struggled with inaccurate event tracking and revenue reporting due to multiple GTM and GA4 setups. Key features like Google Signals for cross-device tracking were inactive, and their analytics tools were disorganized.

I conducted an audit, consolidated GTM instances into a streamlined setup, and optimized the GA4 configuration to include advanced eCommerce tracking, like product views and purchases. After testing and debugging, I created custom automated reports for real-time insights into traffic and revenue. I also trained the team to manage the new system.

The optimized tracking framework improved data accuracy by 35% and conversion tracking by 20%, enabling The House of LRC to make more informed decisions and optimize their marketing efforts.

The Ortensia – Digital Marketing Optimization

Achieved a 250% increase in online sales and a 10x return on ad spend (ROAS) for The Ortensia, a premium lifestyle brand.

The Ortensia wants to improve its digital marketing strategy to boost sales and gain better insights into user behavior. They faced challenges understanding customer conversion pathways, underutilizing advertising channels, and optimizing email marketing campaigns. Additionally, they lacked a unified view of their marketing performance across various platforms.

I implemented GA4 for advanced tracking and created custom dashboards to provide real-time performance insights. I launched multi-channel advertising campaigns across Google Ads, Meta Ads (Facebook and Instagram), TikTok, and Snapchat. These campaigns included targeted search and shopping ads on Google, engaging creatives on Meta, and audience-specific ads on TikTok and Snapchat.

I designed personalized campaigns for email marketing that nurtured leads and automated workflows for cart abandonment, product recommendations, and post-purchase follow-ups.

This comprehensive approach led to a 250% increase in online sales, a 10x ROAS, and a 33.8% growth in new users. Engagement time surged by 4,614.7%, and overall user growth increased by 29.9%, significantly enhancing The Ortensia's digital presence and marketing effectiveness.

NYSC – GTM and GA4 Tracking Implementation

https://www.newyorksportsclubs.com/

Implemented a custom JavaScript solution in GTM to track subscription user flow and convert it into an eCommerce format in GA4. This improved NYSC's visibility into user behavior and enabled more informed, data-driven subscription decisions.

NYSC needed a tracking solution to monitor their subscription user flow and convert that data into an eCommerce format within GA4. The challenge was ensuring this data could be accurately captured and used for deeper analysis.

I created a custom JavaScript solution within GTM to track the user journey and subscription data, which was then pushed into GA4 for reporting. I managed the entire tag management process, ensuring accurate data collection across all tags. I also trained the internal team to use GA4 and GTM for ongoing reporting and insights, helping them generate real-time reports and better understand customer behavior, contributing to more informed decisions around their subscription model.

Unicentro – Comprehensive Tracking and Analytics Implementation

https://www.unicentro.com.py/

I set up GTM tracking with Vtex CMS for Unicentro, integrated GA4 with BigQuery, and automated Vtex data exports to BigQuery. This enhanced data accuracy and provided advanced reporting via Looker Studio for better decision-making.

Unicentro, a marketplace, needed a robust tracking and analytics setup to monitor user interactions and sales data effectively. The challenge was implementing a tracking solution compatible with their Vtex platform, ensuring data accuracy and integration for deeper analysis.

I implemented GTM tracking within the Vtex CMS, ensuring that all key events and user interactions were captured accurately.

I set up Looker Studio, enabling Unicentro to generate custom reports and visualize data more effectively, making it easier to track key performance metrics.

I configured the GA4 and BigQuery integration, allowing Unicentro to store and analyze large volumes of data. Additionally, I automated the export process of Vtex data into BigQuery, ensuring real-time data availability for more advanced analysis.

This setup allowed Unicentro to better understand user behavior, sales trends, and performance metrics, leading to better decision-making and optimization of their marketplace.
2011 - 2015

Bachelor's Degree in Engineering

Anna University - Chennai, Tamil Nadu, India

Core

Google Ads, LinkedIn Ads, TikTok Ads, App Store Marketing, Marketing Budgeting, Performance Marketing, Customer Success, Digital Marketing, Influencer Marketing, Marketing, Advertising Campaigns, Pay-per-Click (PPC), Paid Advertising, Affiliate Marketing, Social Media Marketing (SMM), Marketing Strategy, Lead Generation, LinkedIn Marketing, Brand Strategy, Facebook Ads, Ad Campaigns, Growth Hacking, Marketing Analytics, Google Paid Ads, Search Engine Optimization (SEO), Digital Marketing Strategy, Go-to-market Strategy, Marketing Leadership, Omnichannel Marketing, Google Tag Manager, Conversion Rate Optimization (CRO), Email Marketing, Inbound Marketing, Search Engine Marketing (SEM), B2C Marketing, Content Marketing Strategy, Social Media Management, Social Media Strategy, Brand Marketing, Marketing Operations, Email Campaigns, Marketing Campaigns, Marketing Technology (MarTech), Cold Emailing, Growth Model, Organic Social Media, Social Media, Landing Pages, Email Marketing Automation, Google Advertising, Return on Ad Spend (ROAS), Facebook Marketing, Customer Segmentation, Marketing Automation, Content Marketing, A/B Testing, Market Research & Analysis, Campaign Management, Product Marketing, Public Relations (PR), Channel Strategy, SMS Marketing, App Store Optimization (ASO), Ads

Platforms & Tools

HubSpot, Google Analytics, Instagram Ads, Acquisition Channels, Klaviyo, Google Analytics 4, Google Data Studio, Amplitude, Content Management Systems (CMS), Facebook Ads Manager, Salesforce Marketing Cloud, HubSpot Marketing Hub, Google My Business, TikTok, Mixpanel, Looker Studio, BigQuery

Business Models

B2B, Business to Business (B2B), Business to Consumer (B2C), SaaS, SaaS Product Marketing, Software as a Service (SaaS)

Technical

Google Search Console, JavaScript

Other

B2B Marketing, Meta Ads, Marketing Attribution, Strategic Planning, Operations Management, Leadership, Customer Support, Communication, Financial Management, Brand Management, Data Analysis, Data Analytics, Growth Marketing, Startups, Marketing Reports, Web Analytics, B2B Lead Generation, Customer Acquisition, Growth Strategy, Community Outreach, Google Optimize, Revenue Growth, eCommerce, Cross-channel Marketing, Consumer Packaged Goods (CPG), Go-to-market Plans, B2B Partnerships, Business Development, Performance Analysis, Luxury Industry, Brand Awareness, Brand Awareness Campaigns, Paid Search, eCommerce Marketing, Affiliate Management, Pixel, Ad Optimization, Hotjar, Lifecycle Marketing, Product Analytics, Campaign Optimization, Paid Media, Analytics, Management Consulting, Agile Project Management, Relationship Building, Relationship Management, Sales Growth, Reports, Salesforce, 6sense, Event Marketing, Lead Nurturing, Digital Media, Apollo, Outbound Marketing, Attribution Modeling, SaaS Sales, Growth, Launch Strategy, Campaigns, Email Marketing Strategy, Customer Journeys, User Experience (UX), Tracking, Shopify, Startup Marketing, Marketing Channel Strategy, Marketing Mix Modeling, Mobile Apps, Influencers, Human Resources (HR), Corporate Governance, Performance Management, Market Insights, Competitive Analysis, Market Research, Partnerships, Digital Strategy, User Engagement, Process Automation, Online Sales, Project Management, Crisis Management, Resource Allocation, Innovation Management, Project Budget Management, Collaboration, Customer Retention, Dashboards, Segmentation Analysis, Healthcare, Engineering, Strategy, Mobile User Acquisition, Data Tracking, Nurture & Retention Campaigns, Revenue Optimization, Reddit, ROI, Attribution Accuracy, Audience Segmentation, Custom Event Tracking, Custom Reporting, Data Layer Setup, Custom Dashboard, Multi-channel, Snapchat Advertising, eCommerce Tracking, Analytics Training, Vtex CMS, Data Visualization, Reporting, Data Automation

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