Summary
Overview
Work History
Education
Skills
Accomplishments
Timeline
Generic
Meenakshi Iyer

Meenakshi Iyer

Summary

Inclusive Marketing Leader with 14 years of experience driving measurable growth and impact for B2B and B2C brands. Deep expertise across various marketing channels and processes, APAC region (with focus on Japan and Korea, and luxury, hospitality, and finance industries), hands-on experience hiring and growing teams, and leading agency and partner relationships.


I have driven exponential revenue and recognition for brands via strong local, regional and global collaboration, clear goals, effective communication, focus on testing and deploying modern marketing strategies, with empathetic leadership as the driving force of my career.

Overview

14
14
years of professional experience

Work History

Global Lead - YouTube Growth Marketing

Google
01.2020 - Current
  • Global B2B and B2C Lead tasked to drive strategy, planning and execution for YouTube Shorts, TV, Premium and Music acquisition and retention growth (~$xxxM investment) via marketing channels
  • Work with a global cross-functional team across analytics, sales, finance, legal, creative, product and engineering to define, plan and drive product growth (annual and quarterly)
  • Lead holistic marketing planning for campaign launches and always - on initiatives (Brand, Direct Response, Promotions, Owned and Operated and Social), define and achieve profitable and efficient business results from total marketing investment using data driven methodologies (using an 'Investment Framework' model to constantly improve ROI)
  • Regularly influence global C-level to invest and align on outcomes in the best interests of YouTube / Google marketing objectives by market / region (65 markets)
  • Manage the global and regional Google and Agency teams to drive testing and innovation in key pillars (AI, measurement, First party audiences, Offers, Creative and others)

Global Incrementality Lead

Google
09.2021 - Current
  • Part of the Global Leadership Steering committee, tasked to drive measurement maturity for $xxB Google Marketing programs via Media Mix Modelling (MMMs), Matched Market Tests (MMTs) and Channel - Level solutions across 10 Google Brands
  • Responsible to define Modern Marketing strategies with measurement, first party audience deployment and privacy as the foundation, and outline sound channel investment planning for user and revenue growth
  • Accountable to build the agency and senior marketing leadership training plans to drive scaled measurement education and deployment globally

Advertising Product Specialist - APAC

Google
10.2018 - 01.2020
  • Advertising Automation and Analytics Product Lead for top tier Google APAC clients, tasked with driving $xxxM yearly revenue via Brand and Direct Response solutions
  • Built regional and local revenue pipelines via long term trend analysis, market and competitive research, growth predictions and business objective analyses
  • Led a team of Sellers and Customer Solutions experts that drove QoQ and YoY revenue growth and best - in - class execution
  • Managed global-first go-to-market product and feature launches, liaised with global, regional and local stakeholders, product and engineering teams to drive measurable adoption and scale
  • Trained 1000+ clients and agency teams on full funnel marketing strategies, modern marketing mix and digital transformation
  • Drove highest number of APAC-first alpha and beta testing during time in role, and 100+% target achievement every quarter

Client Leadership Director (Team Lead)

Dentsu Aegis Network
10.2015 - 10.2018
  • Led a team of 7 Senior Managers across APAC to drive marketing strategy and execution for top-tiered iProspect and DAN clients in APAC
  • Increased company revenue YoY for 3 years, by streamlining regional and local processes, and implementing cost-saving measures across the APAC P&L
  • Drove client business expansion by identifying new markets, conducting market and competitive research, and developing targeted marketing campaigns across paid, owned and social channels
  • Enhanced team performance and talent retention through regular communication, comprehensive and ambitious goal setting, fair and inclusive performance evaluations and providing mentorship for career growth
  • Negotiated favorable deals with publishers and vendors for cost efficiencies and improved service quality

Senior Manager - Mobile Marketing (Team Lead)

Havas Media Group, APAC
01.2015 - 09.2015
  • Led an APAC team of 5 specialists; crafted regional mobile and cross-screen marketing strategies for client brand and user growth, discovered an deployed new growth marketing strategies for flagship APAC brands
  • Singapore Office Lead for app marketing, App Store Optimization and Google Analytics for Havas Media; implemented and developed operational standards, policies and procedures for App - first client user growth and retention
  • Conducted performance evaluations, compensations and hiring to maintain appropriate staffing requirements for the regional office
  • Led client pitches for the agency as a Subject Matter Expert in Media, helped build strong YOY revenue pipelines

Account Manager - App Developers and Agencies

InMobi
10.2011 - 12.2014
  • Grew the EMEA business to a multi-million dollar revenue stream via deep growth marketing and market expertise
  • Product Specialist on m-commerce and analytics products
  • Managed a $xxM portfolio of app developer and agency portfolio, maintained high client satisfaction via effective problem resolution, planning and execution thought leadership and agile campaign solutioning
  • Everyday work included pre-sales consulting, inventory sizing, 3rd party analytics integration, supervising optimization
  • Led multi - year strategic partnership deals with app developers in EMEA and AMER to drive scaled and stable revenue growth

AdWords Specialist

Google LLC
06.2010 - 09.2011
  • Technical Solutioning and AdWords and Google Analytics account management for NA and EMEA Tier 1 clients
  • Google SEM and YouTube campaign management, reporting and optimization for large advertisers, grew the portfolio xx% YoY
  • Special projects Lead - Google Maps growth in South East Asia

Education

Certificate - Customer Analytics

The Wharton School
12.2023

Certificate - Statistics

Stanford University
11.2023

Economics, Statistics (Specialization) -

University of Madras
India
05.2010

Skills

  • Communications and Stakeholder Management
  • Inclusive and Empathetic leadership and mentoring
  • Competitor and Market Research and Analysis
  • Brand Positioning and Growth
  • Marketing Automation
  • Customer Segmentation and Personalized Marketing Strategies
  • Cost and Team Management
  • Business Intelligence and Planning

Accomplishments

    Chosen to represent Google in external Marketing Measurement talks

    Evolving Human - DEI training lead for 4000+ marketers

    Regular thought leadership inputs for marketing publications (Campaign Asia, Think With Google)

    Mentor and Sponsor for Women's career development (corporate and universities)

Timeline

Global Incrementality Lead

Google
09.2021 - Current

Global Lead - YouTube Growth Marketing

Google
01.2020 - Current

Advertising Product Specialist - APAC

Google
10.2018 - 01.2020

Client Leadership Director (Team Lead)

Dentsu Aegis Network
10.2015 - 10.2018

Senior Manager - Mobile Marketing (Team Lead)

Havas Media Group, APAC
01.2015 - 09.2015

Account Manager - App Developers and Agencies

InMobi
10.2011 - 12.2014

AdWords Specialist

Google LLC
06.2010 - 09.2011

Certificate - Customer Analytics

The Wharton School

Certificate - Statistics

Stanford University

Economics, Statistics (Specialization) -

University of Madras

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Meenakshi Iyer