Yashica Pathak
Verified Expert in Marketing
Marketing Expert
Yashica, a seasoned marketing professional, seamlessly blends a decade of B2B/B2C expertise with dynamic skills. Mastering content marketing, SEO, and CRM tools, she excels in precision project delivery. Known for adept communication, multitasking, and trend-savvy insights, Yashica spearheads impactful campaigns, specializing in compelling content for boosted search visibility. With 10+ years in digital and growth marketing, she's an asset driven by an unwavering passion for continuous growth.
Project Highlights
Expertise
Work Experience
Local SEO Specialist (via Toptal)
Artist Flooring and Showers LLC
- Spearheaded the local SEO strategy. Conducted in-depth keyword research to target relevant local markets for Artist Flooring & Showers, resulting in improved website ranking and increased organic traffic.
- Supercharged lead generation. Launched and managed a Google Ads campaign with an exceptional average CPC of $0.32 (significantly below the industry average of $2). Generated five qualified leads within 10 days, driving new business opportunities.
- Contributed to content optimization. Rewrote and optimized the entire website content for local SEO best practices. This resulted in improved user engagement and enhanced online visibility for Artist Flooring & Showers in their target markets.
- Enhanced local presence. Optimized the Google My Business profile, ensuring accurate, up-to-date information, business description, and effective category targeting. This strengthened their local search presence and attracted potential customers.
Content Expert (via Toptal)
Gynisus Inc.
- Conducted extensive keyword research encompassing short-tail, long-tail, and informational keywords tailored to the niche of Gynisus, a prominent healthtech SaaS platform.
- Formulated comprehensive target persona profiles for Gynisus, delineating key demographics, behaviors, pain points, and preferences to refine marketing strategies and enhance user engagement.
- Crafted meticulously SEO-optimized website copy for Gynisus' primary service pages, ensuring alignment with industry best practices and maximizing visibility across search engines.
Copywriter | Editor
CrafterClub LLC
- Conducted comprehensive keyword research for CrafterClub.
- Performed an in-depth competitor analysis for the CrafterClub brand.
- Authored SEO-optimized website content for their forthcoming website.
Marketing Content Manager
individee
- Spearheaded a successful initiative to boost web traffic significantly by implementing SEO-based strategies on the company's flagship website, resulting in a notable increase in organic search visibility.
- Managed website operations seamlessly through the utilization of the company's proprietary low-code platform, ensuring efficient and streamlined website performance.
- Conducted thorough competitor analysis using Semrush, Moz, and BuzzSumo, harnessing data-driven insights to produce detailed reports that informed strategic decision-making.
- Conceptualized and implemented solutions based on best UI/UX practices, enhancing the overall user experience and navigation efficiency.
- Optimized website structure by reducing click depth, ensuring critical pages were easily accessible within two to three clicks from the homepage. Handled content audits to understand what piece of content is working for our target persona.
- Overhauled the website's URL structure to enhance readability, consistency, and international SEO performance, incorporating relevant keywords and eliminating unnecessary parameters.
- Achieved a 23% increase in organic search traffic and a 16% decrease in bounce rate as a direct outcome of website structure and URL optimization, leading to heightened user engagement and improved conversion rates.
- Led end-to-end content creation processes, organizing pillar articles and coordinating supporting content, including graphics and videos, while maintaining high-quality standards and integrating AI tools for enhanced content development.
- Conducted in-depth industry research to identify insights, trends, and innovative strategies, translating findings into impactful content aligned with the company's mission.
- Devised and executed B2B content strategies, contributing to lead conversion and nurturing across the customer journey.
Head of Marketing
Endevio Group
- Established market positioning, identified target audiences, and crafted comprehensive marketing plans with specific objectives across diverse channels and segments.
- Developed and executed targeted content and SEO strategies tailored for Asia and the Middle East, enhancing website visibility, traffic, and rankings across key platforms.
- Recommended and implemented technical SEO improvements in collaboration with stakeholders to optimize website performance and increase traffic.
- Revisited marketing goals based on a thorough analysis of past performance and market forecasts, ensuring strategic alignment with evolving business objectives.
- Led end-to-end execution of marketing programs, collaborating with internal teams and leveraging the support, from creative development to campaign completion across various mediums, including print, digital, and video assets.
- Conducted in-depth research and analysis of market trends, demographics, and competitor products, informing the development of innovative marketing strategies.
- Managed department budgets to devise cost-effective marketing plans for each product or service, ensuring optimal resource allocation.
- Partnered with cross-functional teams, including web teams, to design, test, and evolve lead nurturing tactics, ensuring seamless alignment with overall marketing goals.
- Conceptualized and executed omnichannel campaigns throughout the prospect and customer lifecycle, ensuring consistent messaging across diverse communication channels.
- Oversaw the complete rebranding project, including brand positioning, UI/UX, site depth, site structure, and adherence to brand guidelines for the new website, while managing internal teams, external agencies, and freelance writers and designers.
Channel Producer
Analog Media Pvt Ltd
- Led the overall quality control and ensured the success of TV productions, overseeing various administrative aspects such as team management, budget maintenance, and work schedule creation while promoting existing and new programs and policies.
- Managed personnel supervision, including work allocation, training, promotion, enforcement of internal procedures and controls, and effective problem resolution, ensuring a cohesive and high-performing team.
- Ensured the achievement of goals and maintained competitiveness for the channel, projecting the intended brand image of the company and introducing innovative concepts and ideas.
- Handled the financing and marketing of diverse projects, ensuring their transformation into broadcast programs and contributing to the overall success of the channel.
- Evaluated personnel performance and provided recommendations for necessary personnel actions to optimize team efficiency and effectiveness.
- Motivated teams to achieve peak productivity and performance, fostering a positive and goal-oriented work environment.
- Represented the organization at various community and business meetings, committees, and task forces, actively participating in external engagements to enhance the company's presence.
- Projected the intended brand image of the company, introducing new concepts and ideas to align with industry trends and viewer preferences.
- Performed miscellaneous job-related duties as assigned, demonstrating flexibility and adaptability in handling diverse responsibilities.
- Contributed to the overall success of the channel by overseeing the successful financing and marketing of various projects, ensuring alignment with the company's goals, and maintaining a competitive edge in the market.
Senior Associate Producer
Times Now
- Collaborated seamlessly with internal teams to elevate design, usability, and content, ensuring a cohesive and engaging user experience.
- Managed advertisements on various social media platforms, including Facebook and LinkedIn, optimizing campaign performance and reach.
- Monitored and improved the effectiveness of content in terms of SEO, addressing and enhancing the ranking of underperforming content.
- Crafted visually appealing infographics and short videos tailored for social media, enhancing brand visibility and engagement.
- Orchestrated and managed all requirements related to video shoots, ensuring smooth execution and alignment with marketing objectives.
- Managed and optimized existing social platforms, actively working with the marketing team to develop and execute influencer marketing and social strategies for maximum impact.
Producer
BTVi
- Spearheaded the conceptualization and creation of video content and infographics for both digital and TV platforms, ensuring visually compelling and engaging marketing assets.
- Developed and implemented diverse content and marketing strategies, meticulously maintaining the content calendar to optimize visibility and audience engagement.
- Facilitated brand promotion and marketing material creation by liaising with various departments, ensuring consistent messaging and alignment with overall marketing goals.
- Crafted impactful content for online media, utilizing strategic SEO writing techniques to enhance brand presence and audience connection.
- Collaborated with the output desk and reporters to produce show-specific scripts, daily news pieces, and special shows, maintaining a cohesive and compelling content lineup.
- Orchestrated the successful delivery of various marketing campaigns across all social platforms, optimizing reach and impact in alignment with organizational objectives.
Associate Director
NETWORK18
- Wrote and proofread marketing materials, ensuring accuracy and effectiveness in conveying key messages.
- Liaised with designers, printers, clients, and various departments, fostering seamless collaboration and coordination in marketing initiatives.
- Supervised the execution of media events and programs, ensuring flawless operation and alignment with strategic objectives.
- Orchestrated the creation of show-specific promos and teaser elements, contributing to the overall promotional efforts for enhanced audience engagement.
- Maintained a robust social media presence, strategically managing and curating content to optimize brand visibility and audience interaction.
- Operated, supervised, and maintained the technical assets of the show, including graphics, lighting, sound, communications equipment, and studio facilities, ensuring seamless production quality.
Assistant Producer
NDTV
- Served as the location producer for the special projects team, spearheading diverse campaigns such as Support My School, Save Our Tigers, and Greenathon for impactful broadcast content.
- Played a pivotal role in the core team that introduced augmented reality graphics to Indian news TV production, elevating visual storytelling and engagement.
- Headed the coverage team for the 2014 Indian general election and general budget, ensuring comprehensive and insightful reporting aligned with the channel's editorial standards.
- Executed meticulous writing and proofreading tasks for daily and branded content pieces, maintaining a high standard of quality and consistency in messaging.
- Conducted content research for various weekly and special shows, contributing valuable insights and information to enhance the editorial content.
- Coordinated seamlessly with the output desk and reporters, facilitating the creation of show-specific scripts and ensuring the smooth flow of information for cohesive and compelling broadcasts.
Project History
Lead Generation Campaign for a European Financial Advisory and Legal Services Firm
Conceptualized, launched, and managed a lead generation campaign on LinkedIn and Google with 11 sales-qualified leads with an incremental ROI.
Website Rebranding
https://www.endevio.org/enRebranded the website, implementing new branding and SEO strategies, generating 141% YoY overall organic traffic growth.
Lead Generation Campaigns for a Leading Cleaning Company in Malta
Generated 576 leads on an ad spend of €750 with a massive return on ad spend (ROAS) of 3,250%.
Generation Campaign for US-based Home Renovation Company
Led a generation Google Ads campaign for US-based home renovation company, generating five leads in ten days with a CPC of $0.32.
Education
Master’s Degree in Business Administration (MBA)
GISMA University of Applied Sciences - Potsdam, Germany
Master's Degree in Journalism and Mass Communication
Guru Gobind Singh Indraprastha University - New Delhi, India
Bachelor's Degree in Operations Research and Computer Application
Delhi University - New Delhi, India
Certifications
Inbound Marketing Certification
HubSpot
Digital Marketing Certification
HubSpot
Content Marketing Certification
HubSpot
SEO Foundations
Marketing Tools: SEO
Marketing Strategy: SEO Content Writing
User Experience (UX)
Udemy
Bootstrap 4 Essential Training
SEO: Link Building
SEO: Keyword Strategy
Local SEO
Salesforce Essential Training
Google Analytics
Google Analytics for Beginners
Google Analytics Academy
Marketing Automation with HubSpot
Advanced Lead Generation
Skills
Core
Marketing Research & Analysis, SEO Content, SEO Tools, On-page SEO, Organic SEO, Content Marketing, Content Strategy, Marketing Strategy, Content Marketing Strategy, Keyword Research, SEO Keyword Research, Marketing Campaigns, Search Engine Optimization (SEO), Topic Clusters, Content, Content Creation, Off-page SEO, Marketing, Writing & Editing, Facebook Ads, Copywriting, Social Media Advertising, Blogging, Search Engine Marketing (SEM), Landing Pages, Google SEO, Digital Marketing, SEO Audits, LinkedIn Marketing, Instagram Marketing, Facebook Marketing, Social Media, Local SEO, Digital Marketing Strategy, Social Media Strategy, Advertising Campaigns, Lead Generation, Social Media Marketing (SMM), B2C Marketing, Marketing Budgeting, Strategic Marketing, Marketing Leadership, Social Media Content, Social Media Posting, LinkedIn Ads, Customer Segmentation, Google Ads, Email Marketing, YouTube Ads, Link Building, Email Campaigns, Inbound Marketing, Pay-per-Click (PPC), Branding, Google Paid Ads, Product Marketing
Platforms & Tools
Instagram Ads, Linkedln, Content Marketing Platforms, Content Management Systems (CMS), HubSpot, HubSpot Marketing Hub, Facebook Ads Manager, Asana, Google My Business, Google Analytics, Moz, Canva, Mailchimp
Technical
Google Search Console, HTML, CSS
Business Models
B2B, B2C, Business to Consumer (B2C), Business to Business (B2B), SaaS Product Marketing
Other
Journalism, Content Production, Digital, Web Content, Content Management, Organic Content Marketing, Content Writing, Storytelling, Repurposing Content, Team Management, Remote Team Leadership, Broadcast Journalism, Data Reporting, Copy Editing, Proofreading, Trello, Technical Writing, Landing Page Optimization, Website Audits, Blogs, AI Content Creation, Project Management, Business Planning, Video Production, Operations Management, Localization, Website Performance, Analytical Thinking, Semrush, Page Speed Optimization, B2B Lead Generation, Web Development, User Experience (UX), Brand Awareness, Web Analytics, Content-first Design & Development, Leadership, B2B Marketing, Team Leadership, Cross-functional Team Leadership, Thought Leadership, Project Budget Management, Strategic Planning & Execution, Social Media Engagement, Scheduling, Buyer's Journey, Competitor Analysis & Profiling, International SEO, Global SEO, Technical SEO, Artificial Intelligence (AI), International Marketing, Finance, Risk Management, Operations Research, Paid Search Advertising, Keyword Advertising, Bootstrap, ChatGPT, Video Marketing, Hotjar, WordPress, Business Strategy, Post-production, Strategy, Graphics, Content Distribution Strategy, Website Traffic, Branded Content, Website Redesign, Website Migration, Website Management, Website Optimization, Web UX, UX Design, Web UI, Mobile UI, UI Design, User Interface (UI), Facebook Pixel, Distribution Operations, Lead Nurturing, Content Research, Content Audits, User Engagement, Web Design
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