Pankhuri Chandra
Verified Expert in Marketing
Marketing Expert
Toronto, ON, Canada
Toptal member since September 7, 2022
Pankhuri is a marketing professional with 10 years of experience strategizing and executing digital marketing campaigns. She has led campaigns to drive customer acquisition, engagement, retention, lead generation, and upper- funnel tactics like improving brand awareness and consideration. Having worked with large organizations and consulted startups on content strategies, Pankhuri is an expert in creating optimized digital journeys using content and marketing automation frameworks.
Project Highlights
Expertise
- Campaign Management
- Content Management
- Content Strategy
- Customer Journey
- Digital Marketing Best Practices
- Digital Marketing Strategy
- Marketing Analytics
- Web Content
Work Experience
Digital Marketing Manager
IGM Financial
- Led a paid media campaign strategy using programmatic, social, native, and other methods for target audiences across IG Wealth Management and Mackenzie Investments. The paid media campaigns drove new household acquisition at the rate of 12%.
- Developed a search engine optimization (SEO) content strategy and aligned content creation, which led to a 5% year-over-year increase in share of voice (SOV).
- Developed and tested a personalized prospect journey experience using Adobe Target based on audience segments that drove an increase in consideration and conversion key performance indicators (KPIs).
- Leveraged Adobe Analytics, Google Analytics, and other tools to measure, track, and report on the effectiveness and impact of digital marketing solutions.
Performance Marketing Lead
Mahindra Finance
- Increased an online investment sale volume by ten times and an overall transaction value by 5.5 times by running targeted paid media campaigns.
- Achieved 7% growth in a lead-to-sale conversion rate for fixed deposit investments by improving a customer journey.
- Worked with affiliate partners to grow email marketing contribution to customer acquisition from 4% to over 25%.
Marketing Manager
Axis Bank
- Drove adoption, engagement, and retention of customers on digital banking channels, such as Axis mobile app, Axis OK, and internet banking.
- Created marketing automation capabilities using Unica for email campaigns and achieved an incremental response of 11% on adoption and engagement goals.
- Reduced cost by 26% through sharper targeted email campaigns by segmenting customers' history, account type, and banking behavior.
- Conceptualized and launched a successful campaign to promote safe banking habits for brand engagement generating eight million views and over 57,000 shares.
- Led a campaign to increase applications by 32% for a recruitment initiative called Young Banker's Program.
Assistant Maketing Manager
Mahindra Holidays and Resorts India Ltd
- Achieved a 12% increase in resort bookings by executing email campaigns based on customer segmentation.
- Increased voucher redemption by 28% by personalizing email communication.
- Optimized the lead nurturing process to improve the efficiency of the sales funnel by 6%.
Project History
Search Engine Optimization at IGM Financial
https://www.ig.ca/en/insights/your-financial-lifeDrove a 5% YOY increase in organic search share of voice using generic keywords.
IGM Financial Inc. is a leading Canadian wealth and asset management company. I developed an SEO content strategy and aligned content creation to best practices and industry standards. I also ran site audits to highlight technical improvements to the digital product managers and developers.
Always-on Campaign to Increase the Contribution of Digital Channels to an Investment Book
Increased transaction volume growth by over ten times and value growth by 5.5 times. The contribution of the digital channel to the bottom line increased from 4% to 13%.
Mahindra Finance, one of India’s top vehicle financers, offers investment products. For the campaign, the target audience was based on specific interests and geo-targeted within metropolitan and tier 1 cities. We used the CRISIL rating to ensure that the communication was focused on high-interest rates and the brand’s trustworthiness. Media used included paid search, displays, social media, and emails.
Marketing Automation Framework
Created marketing automation capabilities using Unica for email campaigns and achieved an incremental response of 11% on adoption and engagement goals.
Axis Bank is the third-largest private bank in India, offering a wide assortment of financial products. The marketing automation framework also reduced costs by 26% through sharper targeted email campaigns by segmenting customers’ history, account type, and banking behavior.
Education
Master of Business Administration in Marketing
Goa Institute of Management - Goa, India
Certifications
BrightEdge Certification
BrightEdge
Email Marketing Certification
Hubspot
Content Marketing Certification
HubSpot
Inbound Marketing Certification
HubSpot
Sales and Marketing Certificate
Humber College
Google Ads Certification
Google Analytics Certification
Skills
Core
Content Strategy, Marketing Analytics, Digital Marketing Strategy, Digital Marketing, On-page SEO, Digital Marketing Best Practices, Google Ads, Google SEO, Campaign Management, SEO Audits, Local SEO, Email Marketing, Paid Advertising, Digital Campaigns, SEO Content, Conversion Rate Optimization (CRO), A/B Testing, Search Engine Marketing (SEM), Search Engine Optimization (SEO), SEO Tools, Content Marketing, Lead Generation, Email Marketing Automation, Brand Marketing, Customer Segmentation, Marketing Strategy
Platforms & Tools
BrightEdge, Google Analytics, Ahrefs
Business Models
B2C
Technical
Google Search Console
Other
Customer Journey, Web Content, Digital Media, Marketing Management, Customer Experience, Adobe Analytics, Paid Media, Marketing Plans, Conversion Rate, Content Management, Paid Search, Communication, Customer Relationship Management (CRM), Digital Transformation
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