Contact
Surina S.
www.linkedin.com/in/surina Senior Growth Marketer | Senior Digital Marketer | Senior
(LinkedIn) Performance Marketer
San Francisco Bay Area
Top Skills
Web Content Optimization Summary
Consulting
Senior Growth Marketing Manager with 15 years of experience in
Team Management
digital marketing who specializes in performance marketing, brand
building, and market penetration, delivering exceptional ROI through
Languages
SEO, SEM, and SMO.
Punjabi
Hindi
I have led a team of digital marketing specialists and oversaw
all aspects of demand generation, campaign management, and
Certifications
web optimization. I successfully launched and managed multiple
Digital Marketing
marketing campaigns that increased brand awareness, generated
Digital Marketing Growth Programme
2024 qualified leads, and drove revenue growth. I also leveraged data
Social Media Marketing and analytics to measure and optimize marketing performance and
ROI. I am proficient in using various marketing tools and platforms,
such as Google Analytics, HubSpot, Drift, and WordPress. I hold
certifications in digital analytics, conversational marketing, and social
media marketing.
ACCOMPLISHMENTS
- 216% growth in lead generation through paid marketing campaigns
for Feature Flags products in 2019.
Monitored and optimized lead generation and ROI resulting in
doubling product pipeline opportunity from 2021 to 2022 from a full-
funnel marketing strategy.
- Currently, orchestrated a 47% growth in sales during the peak
holiday season, contributing significantly to overall business success.
- Administered conversational marketing platform (Drift)
implementation and policy, which generated $155,000 in pipeline via
Drift's soft launch for 2022 over two months.
- At CloudBees in 2022, oversaw implementation of 6sense, an
account-based marketing platform and lead campaign strategy.
CORE COMPETENCIES
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Digital Marketing & Growth Hacking|B2B Marketing Strategy | Data
Analysis| KPI Performance | Adaptability | Multichannel Touch
Attribution | Demand Generation Marketing | Cross-functional
Collaboration | Interpersonal | Strategic Planning & Execution | Team
Management | SEO |SEM | Agile | Scrum | Workflow Optimization
| Profit & Revenue Optimization | Content Management Systems |
Social Media Advertising | Basic Design & HTML Partner Marketing |
Conflict Resolution | Team Leadership | Project Management | Lead
Generation | High EQ
LEADERSHIP PRINCIPLES
Customer Obsession | Take Ownership | Learn and Be Curious |
Deliver Results| Frugality | Bias for Action
Experience
Teal
Senior Performance Marketing Manager
October 2024 - Present (1 month)
Helping people make confident career decisions.
Surina Sandhu LLC
Marketing Consultant & Contractor
March 2023 - Present (1 year 8 months)
Marketing Frameworks | Digital Strategy | Influencer/Partner Marketing | SEO |
Web Management | Social Media
My expertise spans the entire marketing spectrum, encompassing paid
advertising, social media, search engine optimization (SEO) and web. I
am collaborating with a diverse clientele, where I am conducting thorough
marketing audits, restructuring existing marketing frameworks, orchestrating
go-to-market strategies for new product launches along with implementing the
plan, and optimizing outcomes across various channels.
- Double sales month over month, showcasing a dynamic ability to navigate
market trends and capitalize on opportunities.
- Generate actionable insights and provide recommendations for improvement,
contributing to enhanced overall performance.
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- Play a pivotal role in creating and restructuring marketing frameworks,
showcasing adaptability and a forward-thinking approach to maximize
efficiency and effectiveness.
- Lead the implementation of a complete paid marketing strategy across major
platforms such as Google Ads, Amazon Ads, Facebook Ads, Instagram,
TikTok, and Pinterest.
- Own search engine optimization projects for the website and new content
creation.
CloudBees
4 years 1 month
Digital Marketing Manager
November 2021 - April 2023 (1 year 6 months)
Campaign Execution | Implementation | SEM/SEO Strategy | ABM |
Stakeholder Management| Data Analysis
Increase brand and product reach by spearheading team of digital marketing
specialists. Expand business connections while supervising vendor
relationships and contractors. Influenced company's profitability by owning
all paid marketing efforts. Ensure smooth regulation of campaigns by
administering end-to-end operations, including SEM and SEO strategy
implementation, budget preparation, campaign execution, reporting, and
attribution and conversion tracking quality. Participate in all activities from new
product launch to organization of industrial events to elevate brand awareness.
- Delivered seamless campaign execution by administering end-to-end
operations, including SEM and SEO strategy implementation, budget
preparation, reporting, and attribution and conversion tracking quality.
- Monitored and optimized results and ROI from a lead’s perspectives.
- Restructured AdWords search strategy after sifting through 3,000+ keywords
and historical data based on cost per click, cost per lead and keyword search
volume.
- Assured effective flow of lead data into Marketo, Salesforce, and Google
Analytics in cooperation with Marketing Ops.
- Key stakeholder on the marketing leadership team and collaborated with
PMM, Demand Gen, Marketing Ops, and Design teams. Product owner of
Scrum team.
Website Strategy Manager
November 2020 - November 2021 (1 year 1 month)
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San Jose, California, United States
Project Management | Web Strategy | SEO | A/B Testing | Roadmaps |
Website Production Process | Collaboration
Comprehended site qualitatively and quantitatively while dissevering web data
by-product to work with the teams on content improvements or areas of focus.
Ensured effectiveness of landing pages to optimize website. Apprehended
performances and assessed opportunities to make enhancements while
measuring and administering web-site analytics.
- Comprehended site qualitatively and quantitatively while dissevering web
data by-product to work with the teams on content improvements or areas of
focus.
- Performed A/B testing on web pages and CTAs.
- Formulated short-and long-term roadmaps for projects and solutions while
liaising with design and web development teams.
- Steered big launches (redesign efforts, product launches, and brand
campaigns ), nurtured relationships with demand generation, product
marketing, web development, and design teams.
- Guaranteed innovative marketing and advertisement by defining and
managing output of website production processes from ideation to go-live.
Growth Marketing Manager
April 2019 - November 2020 (1 year 8 months)
San Jose, CA
Paid Advertisement | Demand Generation | Digital Marketing Channels|
Product-Led Motion | Campaign Strategy
- 216% growth in MQLs through paid marketing campaigns for Feature Flags
products.
- Setup TOFU to BOFU campaign strategy and Offloaded advertising agency.
- Augmented lead generation experience with product-led motion.
- Direct owner of digital marketing channels such as: Google Ads, Bing, and
Paid Social platforms.
NetAlly
Digital Marketing Manager
September 2018 - April 2019 (8 months)
San Jose, CA
*This division of the business was sold by NETSCOUT.
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NETSCOUT
3 years 9 months
Digital Marketing Manager
June 2016 - September 2018 (2 years 4 months)
San Jose, CA
As a part of NETSCOUT's corporate marketing team, my main responsibilities
are:
Develop and drive global web marketing strategies to increase success of lead
generation and brand awareness
Manage corporate marketing budgets ranging up to $600k/year for PPC
Drive cost-effective new customer acquisition to drive sales pipeline by 212%
growth in FY2018
Collaborate with global marketing teams to formulate and execute web
marketing plans
Implement strategies to increase web traffic through SEM
Drive adjustments to web content in order to improve Search Engine
Optimization (SEO) rankings in search engines
Create optimized website landing pages with A/B testing for lead generation
Manage lead database within Salesforce
Partner with web development team: website issues & troubleshooting,
redirects, SEO errors, speed concerns
Run 5 product lines campaigns within multiple PPC platforms with a solid
knowledge of display, search and remarketing campaigns
Track and report web analytics for website and inbound marketing efforts
Use web analytics to provide strategic updates on web features and user
experience that help drive customer acquisition, customer retention and
conversions
Assures success of digital marcom deliverables by tracking usage and sales
metrics
Monitors weekly website translation crawls for eight languages
Measured against KPIs related to generating web traffic, leads and sales
pipeline
Web Marketing Specialist
January 2015 - June 2016 (1 year 6 months)
San Jose, CA
Implemented global web marketing strategies to drive lead generation and
brand awareness activities
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Supported global marketing teams by formulating and executing web
marketing plans
Executed and managed PPC and SEM programs and ensure effective lead
generation results
Created PPC campaigns on social media platforms such as Facebook,
LinkedIn & YouTube
Managed Search Engine Optimization; made adjustments to keywords, page
content, etc. to improve SEO rankings in popular search engines (Google,
MSN, Yahoo)
Developed and implemented strategies for increased website traffic
Drove the tracking and reporting of marketing performance and web analytics
SME of SEM, SEO, Performance Media, Display Advertising, Affiliates and
Social Media advertising
Used web analytics to understand user experience
Tracked achievement of KPI's against program goals
GageIn
Digital Marketing Specialist
November 2013 - December 2014 (1 year 2 months)
Campbell, CA
Managed consultants, web team & interns
Increased Gagein’s Twitter followers by 120.33% (from 792 to 1,745)
Grew Twitter tweet count by 274.1% (from 1,474 to 5,518)
Expand LinkedIn followers by 109.52% (from 3,245 to 6,799)
Responded to customer service/support emails from B2B users
Executed exhibitor booth at Dreamforce with a $80,000 budget
Responsible for all website changes & maintenance
Created online marketing campaigns
Promoted online campaigns through LinkedIn & Twitter
Developed social selling via LinkedIn, Facebook & Twitter
Maintained relationships with clients such as: Salesforce, Oracle, ADP, &
Target
Generated social leads
Oversaw Gagein’s SEO program
Lead the blogging program with interns
Planned & coordinated event services such as: caterers, restaurant
accommodations, tech support for conference, client dinners, executive
cocktail parties, tech tools, giveaways, & team schedules
Creative Media Alliance
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Web Marketing Coordinator
February 2011 - January 2014 (3 years)
Seattle, Washington
Worked with management and team members on research, strategy, design,
development and maintenance of web marketing programs including websites,
social media, and search marketing.
Conducted web marketing research.
Created web marketing strategies based on research.
Designed web marketing concepts based on strategy.
Developed web marketing programs from design concepts.
Established and maintained web marketing.
Responsible for web development via Adobe Dreamweaver and content
management systems: Drupal, Joomla & Wordpress.
Managed social media networks as communication tools for multiple clients:
blogs, Facebook. Twitter, eMail Marketing, LinkedIn, Instagram & Pinterest.
Created customized Facebook Pages.
Engaged in & reviewed reputation management.
Reviewed & developed content for clients social media campaigns.
Integrated & strengthened Search Engine Optimization by conducting Search
Engine Marketing keyword research & developing content.
Successfully managed multiple clients AdWords & AdCenter accounts.
Collaborated with clients, management, team members, partners, & vendors.
Maintained and managed customer relationships.
Built analytic reports.
Education
Western Washington University
Interdisciplinary Concentration, Marketing Through Social &
Multimedia · (2007 - 2010)
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