Latika Kataria

Experience

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  Netsmartz

  Jun 2012 - Aug 2013

  Research Executive

   Planned and implemented campaigns across various Google Ads & Bing Ads platforms, encompassing Search, Display, and Video ads.  Engaged in market research and competitive analysis to enhance campaign effectiveness.

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  Rubico

  Nov 2013 - Aug 2014

  Digital Media Analyst

   Developed and managed campaigns across various paid marketing channels and was responsible for crafting execution strategies and sharing media plans.  Provided recommendations for optimizing websites and content based on Google best practices for US-based clients.

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  BhaiFi - Reimagining Networks

  Dec 2014 - Jan 2017

  Digital Marketing Manager

   Oversaw the online presence, launched lead generation and branding campaigns via Google Search Ads and YouTube Ads. Created & optimized social media campaigns across platforms such as Facebook, LinkedIn & Twitter.

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  Travel Unravel Holidays Pvt Ltd

  Jan 2017 - Nov 2017

  Sr. Digital Manager at Travel Unravel Holidays Pvt. Ltd.

   Launched & managed lead generation & brand awareness campaigns across Google Ads & Bing Ads for UK & US regions through A/B testing, employing targeted strategies and diverse creatives.  Performed comprehensive analysis and executed optimization strategies, leading to a 30% reduction in Cost Per Acquisition (CPA) and a 50% surge in conversions within a two-month timeframe.

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  Teleperformance

  Nov 2017 - Nov 2018

  Campaign Specialist

   Managed a team of 30 Campaign Managers, overseeing Australian Agency Business with a portfolio of 80+ agencies managing campaigns across Google Ads - Search, Display, YouTube, and Shopping Campaigns. Successfully managed the highest budget and surpassed the ROI target of $ 1.53M for Google. Proactively provided strategic guidance to agencies in areas such as planning, pitching, implementation, and optimization

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  Accenture

  Nov 2018 - Feb 2021

  Marketing Team Lead

   Led a team of 50 Campaign Optimizers, attaining a 99% quality benchmark for optimizing campaigns on Google Ads & DV360, adhering to Google Best Practices in the UK & US markets. Ensured rigorous adherence to brand, digital, privacy, and legal protocols, involving thorough review and alignment of strategies, campaigns, and processes with established guidelines. Successfully attained a target CSAT rate of 98% consistently across the entire duration of the project.

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  Comviva

  Mar 2021 - Oct 2021

  Manager - Digital Marketing & Ad-Tech

   Led a seasoned digital marketing team of 20 professionals, with a primary focus on devising media plans and executing search & social campaigns promoting entertainment services like games and videos in the Middle East. Engaged in spearheading the development of an innovative Ad-tech Platform from a Digital Marketing perspective. This platform is crafted to enrich the digital domain, addressing the requirements of modern telecom companies and enterprises.

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  Publicis Global Delivery (PGD)

  Oct 2021 - now

   Spearheading a 45-member team specialized in programmatic, search, social, and TAAG in the APAC region. This entails setting strategic direction, establishing team goals, and providing direction to ensure the successful execution of campaigns across various channels. Managing a media spend of $25 Million across a diverse portfolio of 20 brands spanning technology, hospitality, healthcare, and food & beverages, encompassing 22 platforms including DV360, Amazon DSP, The Trade Desk, Teads, Meta, Twitter, LinkedIn, Google Ads, Yahoo Search, Amazon Search, Double Verify, IAS & Salesforce Datorama, SA360, CM360, Flashtalking etc.  Effectively spearheaded the delivery of over 2000 campaigns spanning programmatic, search, and social media channels, achieving impeccable quality with a perfect track record of zero make goods. Started with a compact 4-member team and orchestrated a tenfold expansion, currently boasting a team of 45 members and steadily increasing. Efficiently executed a Six Sigma project, resulting in a substantial internal quality improvement from 94% to 98% in three months. Enhanced the team's skill diversity, guiding them from proficiency in one domain to expertise in two or more, effectively reaching a milestone of over 95% cross-skilled resources. Streamlined team utilization by transitioning from a scenario of over and underutilized resources to a state of optimal utilization, achieving a balanced rate of 95% from the previous 110%. Lead the process of generating innovative ideas, implementing automation solutions, and continuously improving processes. This has resulted in a 20% reduction in manual workload, thereby enhancing operational efficiency Show less  Managing the timely delivery of operational tasks and projects, ensuring they meet quality standards and client expectations. Maximizing the efficiency and productivity of team members by effectively utilizing their skills and capacities. Offering constructive feedback and guidance to team members to help them improve their performance and develop their skills. Managing and mitigating the turnover of team members by creating a positive work environment and addressing any issues that may contribute to attrition. Proficiency in documenting and conducting sessions to disseminate industry best practices, optimizing campaigns, and enhancing team knowledge. Show less

  • Associate Director

    Apr 2023 - now

  • Group Head

    Oct 2021 - May 2023