Pankhuri Chandra
Verified Expert in Sales
Sales 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.
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%.
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
Competencies
B2C, Communication
Demand Generation
Paid Advertising
Other
BrightEdge, Content Strategy, Google Search Console, Marketing Analytics, Digital Marketing Strategy, Customer Journey, Web Content, Digital Media, Marketing Management, Digital Marketing, Customer Experience, On-page SEO, Digital Marketing Best Practices, Google Ads, Google SEO, Adobe Analytics, Google Analytics, Campaign Management, SEO Audits, Local SEO, Paid Media, Email Marketing, Marketing Plans, Digital Campaigns, SEO Content, Conversion Rate Optimization (CRO), A/B Testing, Search Engine Marketing (SEM), Search Engine Optimization (SEO), SEO Tools, Ahrefs, Conversion Rate, Content Management, Content Marketing, Paid Search, Lead Generation, Email Marketing Automation, Brand Marketing, Customer Segmentation, Marketing Strategy, Customer Relationship Management (CRM), Digital Transformation
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