23+ years of Transforming Marketing and making Digital Marketing Profitable & Trackable MBA – Marketing, CFA, Graduate with Computers, Ex-Army, Ex-Entrepreneur, Ultraman, Ironman, Everester https://www.linkedin.com/in/sidroutray/
Introduction:
Currently taking an adventure break to climb seven summits.
Worked for Ooma Inc., as Head of Digital Marketing
Consistently achieved a 30% growth rate year-over-year.
Currently handling online spending of $6+ million.
Has over 2 decades of experience in all aspects of Digital Marketing for SaaS, B2B and B2C.
A master of generating revenue online by running a multichannel holistic campaign via SEM, SEO, PPC, App Marketing, Display & Video, Email, Affiliate Marketing, CRM Marketing.
An expert in digital marketing tools like Google Ads, BingAds, Marketo, Salesforce, Adobe, Magento, CMS, Google Analytics, BrightEdge, Optimizely, AHref, SEMRush, MOZ, deepCrawler, and many more.
His marketing specialties are branding, eCommerce, UX, Web Analytics, Conversion Optimization, Multi-channel Attribution, Content Strategy, Demand Generation and Lead Management.
He is known for delivering transformations, new ideas and solving complex issues for high growth.
Is a born and trained leader, who has set up and managed high performance teams of 25+.
A tech+marketing expert who knows how to build a website, spend millions on Google, project manage web-developers and run online revenue generating programs.
Been an entrepreneur 5 times.
Expertise: Digital Marketing, ecommerce, SEM – Search Engine Marketing, SEO – Search Engine Optimization, PPC – Pay Per Click Marketing, Email Marketing, Web Optimization, A/B Testing, Conversion Optimization, User Acquisition, Online strategy, Web Analytics, CMS, Customer Acquisition & Retention, CRM Marketing, Affiliate Marketing, Developing Tracking Systems, Web Merchandising & Usability – UX.
Education: MBA-Marketing, CFA, ERP (Oracle), Diploma in Software, Bachelor of Science, Google Certified Digital Marketer and Analytics.
He loves challenges, is an IRONMAN and a Mountaineer.
Exciting Projects:
eCommerce is the way to grow – Have built many ecommerce websites, and funnels, especially for small users in B2B who need to talk to a sales person. DIO – do it all online is the consumer behavior which I have captured to bring in additional 20% sales via easy to use shopping cart tolls.
Streamline B2B Marketing – Make all channels work together with a 360’ approach to growing B2B business, by combining SEM, Re-Marketing, SEO, Social Media, Lead Management [SalesForce and Marketo], Affiliate Marketing.
Improve CAC for Search Engine Marketing: Managing many SEM/PPC accounts as a Certified Google Partner, and spending more than $500K on PPC every month. Very strict on Cost of Acquisition through extensive optimization skills, application of AI, and automation. Was able to reduce the cost of conversion by 50% for many campaigns.
Setup better tracking using advanced web analytics: Implemented advanced web analytics, events tracking and user experience measurement tools, for all the websites I have worked on. Did analytics & performance measurement on a daily, weekly, monthly basis. Have developed many in-house dynamic tracking systems for multi-touch attribution based decision making.
Improve UX and conversion by A/B Testing: Used optimizely, google experiment, heatmaps, conversion funnels, session recording to improve user experience and improve conversion, by 200% in many cases. Have run 100s of A/B testing to fine tune user engagement.
Branding and awareness through Display Advertisement: Big user of rich media and video ads for remarketing and audience based display ads for brand building. Use analytics and user experience touch points and micro-moments to create audiences to feed dynamic display ads and dynamic content.
Grow via Search Engine Optimization: SEO has helped most of my online success through 30% of revenues coming from organic/direct sources. Have managed 1st page SERP ranks for many keywords. Have achieved this SEO magic, by using various SEO tools, content marketing tools, user experience optimization, conversion optimization, onpage SEO, landing page optimizations, technical SEO audits, web quality control, implementation of rich snippets, and page speed optimization.
Build Content Kitchen: Content Marketing & Content Strategy with customized CMS does the magic. “Content is King”, and creating and customizing content management systems is the strength behind the king. Added 100s of new SEO pages which has increased revenue from organic by 70%.
The last push via Email marketing – Have extensively used data driven email and CRM marketing to create additional 10+% online revenue and thereby increase the CLV many folds.
Build brand loyalty by social media marketing: Have integrated Social Media Marketing with Facebook, Twitter, Linkedin, Blog, Forum, YouTube by extensive use of social APIs, content distribution, building social followings, and topped it with social media ads. Depending on the product line it does work and brings in additional revenue upto 5%.
Let customers bring more business through CRM marketing: I call this “Moments of Truth”. Have planned and implemented many projects to fine tune customer purchase funnel, and after sale services. All utilize the various customer touchpoints with virtual tools and communication to make the customer happy. Have set up systems to capture each of these micromoments through email, auto communication, dynamic content serving, refer-a-friend programs, customer loyalty programs, influencer marketing, myaccount notifications and alerts. Have also built many self service applications, so that customers can do it all online by themselves. These programs have achieved additional 20% revenue.
Let affiliates do the marketing – Have been the architect for in-house affiliate marketing projects, and have also used platforms like CommissionJunction, Impact, Shopify, etc. to bring in additional revenue up-to 20% of business.
Oct 2016-present
Ooma.com
Head of Digital Marketing
Responsible for the online revenue for both B2B [business phone] and B2C [home phone].
Runs the ecommerce and leadgen for both business and residential products and services.
Leads the 12 member digital marketing and ecommerce team.
Manage vendors like Google, Salesforce, Marketo, Bing and more.
Achieved average year-over-year growth of 30%.
Tightly manage a digital marketing budget of $6+ million.
Increase sales on retail partners like Amazon and BestBuy by 20%.
Execute projects for ROI improvement, conversion optimization, SEO, SEM, PPC, E-commerce , email & CRM Marketing, UX, Web Development, Social Media Marketing, Affiliate Marketing and App marketing.
Go to market digital marketing plans and execution for new product lines like UcaaS, Business Internet, Internet Security, Security Camera and Home Security.
Strategies content, multi channel marketing, user experience improvement, conversion funnels, web based applications and online promotions.
Introduced AI driven SEM and Display campaign.
Architectured the customization of CMS for the multi-domain and multi-language.
Responsible for the web development and leads the website team for quicker marketing results.
June 2015- Oct 2016
Intoxalock.com
Director Digital Marketing
Responsible for the overall digital strategy and online business growth for www.Intoxalock.com, which has seen a growth of 47% business through various digital marketing initiatives.
Team: Head the digital team which includes web designer, web developer, SEO manager, PPC/SEM manager and content writers.
Marketing: Manage the marketing (email + digital), social media, creative, IT, functions of the online business.
Strategy: Develop and drive strategies including SEO, SEM, display, affiliate, re-targeting.
Plan: Develop digital marketing plans to support key launches and sales/promotions.
Email Marketing: Launch and manage Email marketing & CRM based marketing.
Conversion Optimization: Regularly run A/B tests and come up with a new strategy with 13% more results.
SEM/PPC conversion saw a growth of 20%. I lead the PPC manager and help optimize Google Adwords, Bing Ads, Remarketing, Facebook and Twitter Ads, including tracking, RIO goals, contact goals, conversion goals, and landing page optimization.
Project Management: Run and project management of all web development projects with JIRA and TFS.
Performance: Track performance and analyze KPI’s, and manage Google Analytics, Piwik, and Customized Sharepoint Dashboards.
Web Develop: Run all the web projects for the website and CRM, and help the web development team in programming, in ASP .NET, PHP, Javascript, HTML, CSS.
Social Media: Lead and manage all additional feeder websites, blog and social media pages, and initiate new ideas for social media marketing, and use of Social APIs
SEO: Achieved a 50% growth in organic traffic by introducing rich snippets and micro-data, re-doing content towards solving customer’s problems, simplifying site navigations, and folder structure.
Local SEO – Introduce location pages, and store locator application website, with almost 200% increase in local traffic, and adding 10% more conversion to online business.
Web Tools: Run and manage the content calendar, and SEO optimization tools, like Optimizely, CrazyEgg, Inspectlet, ScreemingFrog, PingDoM, SpyFu, Yoast, and many more.
Training: Train the whole team on SEO, content marketing, social media marketing, content management systems.
Have been able to meet the 30% growth target, and beat my goal by 10% additional online conversions.
April 2014- May 2015:
Interactive Life Forms
E-Commerce Director
Increase Online Sales: From a downward swing of 20%, bring back the revenue to normal levels, and then increase it 20% more, in 6 months time. Made additional $600K in last three months on Fleshlight.com
Agile Development: Extensively use Atlassian Jira for projects related to digital marketing and e-commerce. And managed a team of designers, programmers, and social media marketers.
Campaign & Marketing Calendar: Started the yearly and monthly marketing calendar and linked to agile development, for timely implementation of each factor of a digital campaign.
Seasonal Digital Marketing: Event based and season based product and conceptual marketing which resulted in average increase in sales by $200K per month.
Queen Bee Marketing Strategy: Implemented the strategy for not having any discount on top selling products, and instead, created various theme based product offering and celebration to keep the “something new always” feeling for the customers. Eg: Birthday of Model
No Site Wide Discount Marketing: Discontinued the years of site wide discount systems and instead implemented hot deals, event marketing, eg: black Friday, spring break, etc.
Safe Content Marketing: Move the content and vision towards more of family-safe e-commerce, and less of adult orientation, to capture the general growing market of adult sex toys, towards a vision of making love life better. The safe content strategy increased conversion from 1.2% to 1.5%, a huge jump in revenue.
AB Testing and Digital Strategy: Implement A/B testing using Google Analytics, event tracing, proportional randomization, and user segmentation, and plan content and marketing strategies based on winners.
Demographic Digital Marketing: Implemented demographic tracking and then supported the best performing demographic like Age 25-35 with content and promotion to attract specific segments
In-house PPC & Digital Marketing: Move the PPC from media agency, and optimize the campaign to reduce the cost of conversion from $70 to less than $15, and save the 15% median agency charges.
Multi Language Marketing: Implemented language marketing for the EU operation, with content in languages like German, French, Spanish, etc. And localized content delivery based on GEOIP country, and default language preference, and additionally support the same with multi language PPC.
Content Marketing: Created various tightly themed landing pages, with limited product choice, and implemented minimum click online purchase, and supported them with tightly themed PPC and social media campaigns.
Affiliate Marketing: Revamp the affiliate marketing content, and system, to generate more revenue, through affiliates, and introduces internal link code based tracking to improve affiliate conversion by 10%.
Social Media Marketing: Simultaneous social media marketing on Twitter, Instagram, Tmblr and Facebook, with email and PPC, and website offers, by creating a cohesive marketing platform, for all round performance.
Email Marketing: Implement mailchimp APIs and integrated existing in-house newsletter systems, and developed various theme based templates to bring in additional revenue of $60K a month.
Re-Marketing: Implement alternative re-marketing methods, as Google and Facebook blocked adult industry re-marketing systems, by introducing printed remarketing coupons, packing slip coupons, coupon cards for existing customers, and segments.
Mobile First E-Commerce: Changed all developments to mobile first methods, and implemented various projects to make the website mobile and tablet friendly.
User Experience Improvement: Tracked all drop off issues, identified cart abandonment issues, and improved and simplified content and processes to improve conversion by 20%.
Enhance Google Analytics : Implemented enhanced eCommerce tracking, events tracking, A/B testing tracking and implement customized reports through SiSense.
Enhance Piwik Analytics: Additionally implement Piwik open source reporting as back-up analytics and integrated Piwik and Google Analytics Reporting from SiSense.
SiSense: Created 100s of business intelligence reports by integrating results from shopping cart, Piwik and Google Analytics, by extensively using SiSense Modules.
SEO Audit and Fixing: Complete SEO audit, and fix 1000s of SEO issues, and initiated the project for Rich Snippet
Migration to Magento: Initiated the project to move from the current non-scalable, non-flexible in-house eCommerce system to magento, for better content management, and growth.
Training: Trained teams for PPC, Adwords, social media marketing, email marketing, agile development, php programming, etc.
Dec 2010 – Apr 2014
Ezcorp & Others
SEO, SEM, E-commerce Expert
Ezcorp – Director SEO: Fixed the SEO and optimized the SEM to bring down the cost of acquisition by 80% for online leads. Implemented the Local SEO and locations finder services for 700 locations and which saw a 30% increase in business.
Head consultant for SEM, SEO & Web Development – Pure Aqua Inc. Manage and develop multiple websites, multilingual content management systems for various language driven websites like pureaqua.com , pureaqua.es, and brand specific sub-domains. Also manage multi language and multiple country SEM on Google and Bing.
Head consultant for SEM, SEO, ECommerce: CBS eComplete (completek-12.com) over 20 websites, like completek-12.com (online school supplies) , restoredliving.com (living aids for seniors), enviroblind.com (window shutters and security shutters), theshoecovers.com (booties for cleanrooms and hospitals), prepandsave.com (survival products) and many more.
Lead Developer for MySanFelipe Vacation: Develop CMS, website, and online marketing systems for SanFelipe Vacation rentals casasenrentasanfelipe.mx , and visit.mysanfelipevacation.com/ , increase visits from 500 to 6000 in 8 months, and increase vacation rental business by 50%
Head of Digital Marketing & Development at Southern State Insurance (SSIS, Los Angeles): Increase online business from 0% to 30% of the company income. Managed PPC and built local and custom website websites like cheaper-carinsurance.net, InsuranceCuts.com, insuremefree.com , motorhome-insurance.us, contractorsinsurance.com, etc.
E-Commerce & Digital Marketing Specialist atAdvance Trading & Imports Inc: Managed the web development and online marketing for website mashnails.com, prosourcebands.com selling products online, on amazon, ebay, and own website. (nail art and fitness products)
Ecommerce Project Consultant: for Eternitycenter.com , Covina CA (health services and products) from Aug 2012. Develop the website, and manage all PPC for Eternity Medi Spa.
Worked for the company KeepYoungForEver.com, Los Angeles with 10 websites like keepyoungforever.com, juveker.com, etc, and helped them sell beauty products online.
Aug 2002 – Dec 2010
BioSourcing India & Group
Founder & Managing Director
Biosourcing.com: As the Managing Director did the IT & Online Marketing. Developed various websites like biosourcing.com organic.co.in, foodsorganic.net, turmericpowder.net, buyginger.com, holybasil.com, neemproducts.com, and many more. Also developed one of its kind software applications to manage organic farming, farmers, organic certifications, and developed the ecommerce market platform for organic products in India.
NatureNatural.in: Co founded this retail venture to promote organic food and health supplements. Developed and managed the website, online marketing, brand building.
ThePayiks.in: With knowledge and background as an Army Officer, started the security agency to provide man to various companies. This company grew to a strength of 700 employees.
SSSBiotic.com: Started this business to produce and do trading of nutraceutical and health-food supplements. Most of the orders were through online and email marketing of websites like sssbiotic.com, chitosan.com, glucosaminesulphate.net, curcumin.com, healthfoodsupplements.com, etc.
ConsmerRaj.com: Started this business (consumerisking.com) with 2 more MBA friends, to launch a comparison shopping platform. Our idea was selected in the all India idea competition for online business which was run by McKinsey. Those were the most hardworking days of life, daytime go do the regular job, and nighttime do crazy programming to build this amazing platform.
TravelMartIndia.com: As the Web Manager, was responsible for the entire online business, and led the team to start realtime online booking of air ticket, hotel and vacations in India.
June 1999 – Aug 2002
Patni Computers [GE Aircraft]
ERP, Software Consultant
Served as an ERP-Functional Consultant at PCS, Mumbai and also worked for various projects on E-Commerce, ERP and software development.
Team: Was part of a team of 10 people.
Implemented and worked for the updating and maintenance of Oracle Financials for GE Aircraft, USA.
Developed excellent skills of understanding the financial procedures of a company, converting them into functional specifications, and then developing database and front-end structure of various clients of PCS, using Oracle Database, HTML, ASP, Unix, and JSP.
Customized the Oracle Financial Applications, as per the needs of the clients.
Closely involved in many dot.com projects as consultant, programmer and developer.
