Shraddha Pradhan

Experience

• 

  MaintainX

  Senior Performance Marketing Manager

  Aug 2024 - Present

  MaintainX is a software company that provides a digital platform for maintenance and asset management, leveraging AI to improve operational efficiency for businesses.

  • Successfully managed a $3M monthly advertising budget, scaling monthly spend by 3X in the first year and 2X in subsequent years without compromising on performance targets.
  • Developed advanced LinkedIn campaigns with targeting by job title and industry, improving lead quality through continuous audience refinement and creative testing.
  • Built a multi-channel app acquisition strategy that doubled app PQLs year-over-year, analyzing channel performance to uncover scaling opportunities.
  • Led the development of a robust A/B testing pipeline across SEM, Paid Social, and Display channels, driving incremental ARR growth and channel efficiency.
• 

  MaintainX

  Performance Marketing Manager

  Feb 2022 - Jul 2024

  • Stakeholder Management: Collaborate with cross functional teams and vendors to facilitate new market launches.
  • Customer Acquisition: Build projections for monthly, quarterly and yearly performance Consistently hit monthly targets (lead, SAL and pipeline/ARR) while maintaining cost efficiency
  • QoQ over delivering on the pipeline target while being under the CPP target
  • Paid Strategy: Develop, execute, optimize and scale paid media campaigns across search, directories and app
  • install channels
  • Own and manage 7figures in monthly spend. Scaled paid channel monthly spend by 3X in year 1, 2X the
  • spend in year 2
  • App Acquisition: Built a multi channel app acquisition strategy and grew app PQLs by 2X YoY
  • Maintain a steady testing pipeline to keep scaling our channel portfolio and boost performance
  • ABM: Ran a 45 days blitz campaign in Nov/Dec’23 and was able to generate $300K in incremental ARR
• 

  FreshBooks

  Acquisition/Performance Marketing

  Nov 2020 - Feb 2022

  • Stakeholder Management: Collaborate with cross functional teams and vendors to facilitate new market launches. Provide regular updates to senior executives on channel performance and new opportunities.
  • Customer Acquisition: Plan, build and execute paid acquisition strategy across multiple channels (such as Facebook, Youtube, Programmatic Partners etc) and across countries to achieve our monthly KPIs. Tracks and analyze campaign performance to identify challenges and opportunities. Partner with product teams to identify product features that improve effective customer acquisition and retention
  • Channel Growth Strategy: Identify and develop new acquisition channels that drive both volume and quality. Drive A/B testing programs for new ad products and channels to maximize acquisition efforts and ROI
  • Lead Generation: Develop and implement lead generation strategies on multiple channels to feed our sales pipeline and support sales team in their acquisition efforts. Work on continuously improving the quality of leads while reducing cost per lead.
  • Creative Strategy: Developed and published the digital media playbooks with a focus on conversion based creatives. Collaborate with brand team, creative specialists and freelancers to develop compelling platform specific mobile-first ad creative and ad copies.
• 

  dentsu

  Paid Performance Media Analyst

  Jul 2018 - Nov 2020

  • Stakeholder Management: Collaborate with internal and external partners - vendors, creative agencies, and internal teams to facilitate media planning, buying, and reporting.
  • Digital Marketing Strategy: Conduct an in-depth analysis of competitive landscape and identify emerging trends and insights to conceptualize, execute and deliver integrated cross channel digital marketing campaigns targeting multiple sections of the conversion funnel based on client’s goals and business objectives
  • Paid Search Campaigns: Set-up, manage and optimize search campaigns on Google and Bing – with budgets ranging from 50K to $150k per month per account. Monitor the campaigns to find new opportunities to drive traffic, conversions, and efficiency.
  • Social Media Marketing: Plan, setup, and traffick paid social campaigns based on business goals. Monitor campaigns to track investment and performance against acquisition KPIs. Responsible for day to day campaign level optimizations – Test objectives, ad formats, and copies to boost performance.
  • Data Analysis & Report Generation: Provide regular performance updates to all stakeholders. Leverage data to develop key insights and strategic recommendations across campaigns and channels.
  • Marketing Operations: Manage media budgets, MPAs and budget control reports. Responsible for billing and invoice reconciliation.
  • Currently responsible for managing clients from varying industries including QSR, Finance and Luxury Fashion

• Genesis Kinder Care

  Marketing Manager

  Jul 2013 - Aug 2015

  • Digital Marketing Campaigns: Established successful social media accounts for the company and used organic and paid advertising campaigns to increase follower base and engagement. Designed, created and optimized Google AdWords campaigns to increase site traffic and to generate more leads during peak season.
  • Marketing Strategy: Developed and executed a go-to-market strategy for early childhood care and educational services. Created a compelling service after analyzing the local market and competition and launched a series of well-tailored digital marketing campaigns and special seasonal programs.
  • Content Management: Building and writing print ads, brochures, online surveys, e-blasts and other marketing communications using both print and web technologies to outline the unique selling proposition of the organization.
  • E-Learning Initiatives: Drove transformation by staying ahead of the trend and leading key initiatives such as e-learning, edudrama, etc. Built the deployment strategy and all ancillary support materials for the successful rollout of these new programs.
• 

  Infosys

  Associate Business Analyst

  Jul 2011 - Jun 2013

  • Customer Relationship Management: Engaged with clients to gather business requirements and collaborated with the technical stakeholders to translate these requirements into functional specifications by defining objective and scope of the project. Promptly resolved any issues that emerged at different stages of the project to support the client and supporting teams alike.
  • Performance Improvement: Contributed to a 25% improvement in turnaround time for project deliverables, by creating a communication plan for internal stakeholders, which ensured a high level of client satisfaction.
  • Internal Communication: Collaborated with support and development teams to create and author “Production Readiness” process and documentation decreasing implementation issues/errors, reducing application and system downtime, and increasing resolution capability.
  • Mentorship: Spearheaded, managed and mentored a team of 5 new hires; Created communication forums to induce accountability that led to a 100% increase in productivity.