Yashica Pathak, Marketing Expert in Berlin, Germany
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Yashica Pathak

Verified Expert  in Marketing

Marketing Expert

Location
Berlin, Germany
Toptal Member Since
February 16, 2024

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

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
Rebranded 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%.

Expertise

Work Experience

SEO Expert

2024 - PRESENT
J. Richard Hill & Co.
  • Led a comprehensive SEO initiative to enhance the company's online presence and drive organic lead generation.
  • Performed a comprehensive technical SEO audit and implemented best practices to ensure website crawlability and indexability.
  • Optimized URLs for the new website to enhance search engine visibility.
  • Conducted in-depth competitor analysis and keyword research to identify opportunities, resulting in improved search engine rankings.
  • Improved page titles, header tags, site messaging, and image descriptions for optimal search performance.
  • Defined a new website structure and information architecture to improve user experience (UX) and search engine understandability.

SEO Specialist (via Toptal)

2024 - PRESENT
Nikah Contracts
  • Leveraged SEO best practices and targeted keyword research to drive website traffic and brand awareness. Increased monthly unique website visitors by an average of 350, showcasing successful organic traffic growth.
  • Managed Google Ads campaigns (awareness) in English, French, and Arabic, achieving an average CPC of €0.02, generating 15,800 clicks with a total ad spend of €300.
  • Executed website content optimization strategies for search engines and user experience, achieving significant visibility improvements. Average content ranking rose from non-existent to 4.9, demonstrating a successful content strategy.

Head of Marketing & Communications

2023 - PRESENT
ScenZero
  • Developed and executed the go-to-market strategy for ScenZero, a sustainability platform, focusing on brand positioning and market entry tactics.
  • Led the website management and SEO strategy, optimizing content for search engines to enhance organic visibility and drive traffic.
  • Created and managed high-quality content, including blog posts, social media updates, and email campaigns, to engage and inform the target audience.
  • Collaborated closely with the founding team to shape product features into a viable MVP, ensuring alignment with market needs and user expectations.
  • Assisted in preparing funding and investor pitch decks, supporting ScenZero's efforts in the pre-seed funding round, and contributing to strategic marketing initiatives to attract potential investors.

Local SEO Specialist (via Toptal)

2024 - 2024
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)

2024 - 2024
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 a meticulously SEO-optimized website copy for Gynisus' primary service pages, ensuring alignment with industry best practices and maximizing visibility across search engines.

Copywriter | Editor

2024 - 2024
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

2022 - 2023
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

2018 - 2021
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 campaigns, 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

2017 - 2018
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

2017 - 2017
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

2017 - 2017
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

2016 - 2017
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

2010 - 2016
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.

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.

Wahaat, a leading financial and legal services firm in Malta, sought to expand its client base through a targeted lead generation campaign on LinkedIn and Google Ads. Over one month, the campaign generated 11 sales-qualified leads, each potentially worth 1.2 million euros in revenue. With a focus on incremental ROI, I orchestrated strategic planning, execution, and continuous optimization to drive results. This success underscored Wahaat's commitment to innovation and growth in the digital realm.

Website Rebranding

https://www.endevio.org/en

Rebranded the website, implementing new branding and SEO strategies, generating 141% YoY overall organic traffic growth.

Endevio, formerly known as Wahaat, underwent a comprehensive rebranding initiative I led. Taking charge of UX, UI, content, branding workshops, and SEO, they spearheaded the transformation. The website was revamped, integrating fresh branding and SEO strategies. The results were remarkable, with an impressive 141% year-over-year increase in overall organic traffic. This successful rebranding effort underscored Endevio's commitment to evolution and innovation in its market presence.

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%.

I orchestrated a highly successful lead-generation campaign for one of Malta's premier cleaning companies. Leveraging the power of Google and Facebook sponsored ads, the campaign achieved remarkable results, generating a high volume of leads. What truly set this campaign apart was its exceptional ROAS of 3,250%, a testament to my strategic prowess and execution. This outstanding performance not only bolstered the client's customer base but also solidified their position as a leader in the cleaning industry.

Lead Generation Campaign for US-based Home Renovation Company

https://artistflooringandshower.com/

Handled a lead generation Google Ads campaign for a US-based home renovation company, generating five leads in 10 days with a CPC of $0.32.

I launched and managed a Google Ads campaign with an exceptional average CPC of $0.32 (significantly below the industry average of $2). Within the first 10 days, I generated five qualified leads, driving new business opportunities for Artist Flooring & Showers.
2022 - 2023

Master’s Degree in Business Administration (MBA)

GISMA University of Applied Sciences - Potsdam, Germany

2010 - 2012

Master's Degree in Journalism and Mass Communication

Guru Gobind Singh Indraprastha University - New Delhi, India

2007 - 2010

Bachelor's Degree in Operations Research and Computer Application

Delhi University - New Delhi, India

FEBRUARY 2024 - MARCH 2026

Inbound Marketing Certification

HubSpot

JANUARY 2024 - FEBRUARY 2025

Digital Marketing Certification

HubSpot

DECEMBER 2023 - JANUARY 2026

Content Marketing Certification

HubSpot

JUNE 2023 - PRESENT

SEO Foundations

LinkedIn

JUNE 2023 - PRESENT

Marketing Tools: SEO

LinkedIn

JUNE 2023 - PRESENT

Marketing Strategy: SEO Content Writing

LinkedIn

NOVEMBER 2022 - PRESENT

User Experience (UX)

Udemy

OCTOBER 2022 - PRESENT

Bootstrap 4 Essential Training

LinkedIn

AUGUST 2022 - PRESENT

SEO: Link Building

LinkedIn

JULY 2022 - PRESENT

SEO: Keyword Strategy

LinkedIn

JULY 2022 - PRESENT

Local SEO

LinkedIn

JUNE 2022 - PRESENT

Salesforce Essential Training

LinkedIn

SEPTEMBER 2020 - PRESENT

Google Analytics

LinkedIn

DECEMBER 2019 - PRESENT

Google Analytics for Beginners

Google Analytics Academy

JANUARY 2019 - PRESENT

Marketing Automation with HubSpot

LinkedIn

DECEMBER 2018 - PRESENT

Advanced Lead Generation

LinkedIn

Core

Marketing Research & Analysis, SEO Content, SEO Tools, On-page SEO, Organic SEO, Content Marketing, Content Strategy, Marketing Strategy, Content Marketing Strategy, Digital Marketing Strategy, Keyword Research, SEO Keyword Research, Marketing Campaigns, Search Engine Optimization (SEO), Topic Clusters, Content, Content Creation, Off-page SEO, Lead Generation, Marketing Leadership, Marketing, Writing & Editing, Facebook Ads, Google Paid Ads, Copywriting, Social Media Advertising, Blogging, Search Engine Marketing (SEM), Landing Pages, Google SEO, Go-to-market Strategy, Paid Advertising, Audience Targeting, Social Media Management, Digital Marketing, SEO Audits, LinkedIn Marketing, Instagram Marketing, Facebook Marketing, Social Media, Local SEO, Social Media Strategy, Advertising Campaigns, Social Media Marketing (SMM), B2C Marketing, Marketing Budgeting, Strategic Marketing, Social Media Content, Social Media Posting, LinkedIn Ads, Customer Segmentation, Google Ads, Email Marketing, YouTube Ads, Conversion Rate Optimization (CRO), Funnel Optimization, Marketing Automation, Link Building, Email Campaigns, Inbound Marketing, Pay-per-Click (PPC), Branding, 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, Bing Ads

Technical

Google Search Console, HTML, CSS

Business Models

B2B, B2C, Software as a Service (SaaS), 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, Growth Strategy, Growth Marketing, Digital Strategy, Campaigns, 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, WordPress, 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), Paid Search, Rebranding, Paid Media, GoDaddy, Ad Optimization, YouTube Marketing, International Marketing, Finance, Risk Management, Operations Research, Paid Search Advertising, Keyword Advertising, Bootstrap, ChatGPT, Video Marketing, Hotjar, 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, Information Architecture (IA), Content Optimization, Websites, Site Structure, Pitch Decks, Buyer Personas

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