Mahrukh Hoda

Letgo

New York, NY

Grew the user base by launching, managing and optimizing mobile acquisition campaigns across paid channels (Google, Apple, LinkedIn) with a $10 million annual budget.
Created rigorous A/B testing strategy across all channels as well as testing new products such as Google Search Discovery, Dynamic Product Ads, Firebase, Custom Detail Pages and others.
Managed all aspects of partner relationships including sourcing, negotiations, and financial.
Directed the creative designer to build assets that were optimal for each channel by constantly sharing insights and data on performance and user behavior.

New York, NY

Managed the development and execution of Blink’s acquisition-marketing program and oversaw media agency partners as well as in-house resources.
Evaluated performance of acquisition media mix, making spend and optimization recommendations to achieve our leads and sales goals. Made Improvements to the media mix which helped to reduce our cost per acquisition substantially and increase our ROI versus year prior.
Provided strategic direction for our email marketing program, increasing sales versus last year by 21% and reducing CPA from $40 to $15.
Restructured Paid Social campaigns and implemented a new creative strategy that reduced CPAs from $1,400+ to $200 within 2 months.
Developed, communicated and analyzed the performance of our acquisition messaging and creative across all channels, online and offline, partnering with our internal creative team.
Partnered with internal product and data teams to improve SEO of our website and make additional site enhancements that helped to increase site traffic versus years prior and reduce bounce rates.
Created & Implemented an A/B test plan across Paid Search, Paid Social, Email and Programmatic Display.
Created ad hoc presentations and performance reports on holistic acquisition marketing performance for senior leadership.
Maintained the acquisition marketing promotional calendar, focusing on key dates relating to campaign amplifications, price promotions, gym openings and key retail holidays.

New York, NY

Acquired new customers via search, display, mobile app, and video campaigns, increasing conversions by at least 15% each year.
Managed strategy, optimization, forecasting and budgets of campaigns with annual spend of $10 million.
Analyzed campaign performance data to drive continuous improvement and hypothesis-led testing of new strategies such as lookalikes, remarketing, customer match, search companion and responsive ads.
Developed recurring and ad-hoc reports leveraging VBA scripts, macros, charts & pivots in Excel.
Trained, managed & evaluated analysts & interns.

Jersey City, NJ

Built Google Analytics EPC performance report, analyzing landing page views, download clicks, discrepancies between Google installs and third party reporting conversions.
Guided account managers in optimization of campaigns by informing them of fraudulent publishers, pixel tracking and other technical issues.

New York, NY

Built PPC campaigns, ad groups & keyword lists, wrote & tested ad copy, handled data manipulation & trend analysis, optimized bid strategies and calculated budgets.
Improved the daily budget trackers by utilizing excel formulas and reduced time spent on updating budgets from 1 hour daily to 5-10 minutes.