Praveen K.

Strategic digital and analytics leader with a strong track record of advising multinational clients on website and marketing initiatives. Delivered innovative solutions, secured new business, and introduced advanced methodologies such as Customer Expectation Modelling and Process Mining to enhance website performance and user journeys. Played a key role in achieving and maintaining Google Analytics Certified Partner status.

Extensive experience working with global brands including Vodafone, Royal Caribbean, CareUK, and Gordon Ramsay Restaurants, leading digital strategy, performance marketing, and optimisation projects. Specialized in improving ROI through competitor analysis, audits, KPI development, tracking, reporting, and data-driven strategy formulation.

Led end-to-end analytics and BI projects, including implementation of tools such as Google Analytics (UA & GA4), Google Tag Manager, Adobe Analytics, and consent management platforms. Built scalable data pipelines and integrated multichannel data sources (e.g., Google Ads, social media, CRM, and call tracking) using BigQuery and SQL to deliver actionable insights via dashboards in Looker Studio, Tableau, and Power BI.

Directed technical teams in tracking implementation and dashboard development, enabling unified reporting across paid, owned, and earned channels. Defined measurement frameworks, KPIs, and growth opportunities based on data insights.

Strong focus on conversion rate optimisation (CRO), conducting usability testing, behavioural research, and A/B and multivariate testing. Combined data analysis with UX and website architecture expertise to optimise user journeys and overall digital performance.

◼ Online Marketing (B2B and B2C) including Search Marketing (PPC and SEO), Online Advertising and Email Marketing for the e-commerce website

◼ Measure and improve customer experience on the website using data from Web Analytics, A/B & multivariate tests etc.

◼ Planning and allocation of online marketing budget and ensure ROI (return on investment).

◼ Implementation and strategies for eCRM including email marketing campaigns.

◼ Responsible for E-commerce projects including web development and system implementations.

◼ Recruitment and training of technical staff.

◼ Managed client online advertising campaigns running across AOL's European web portals (especially UK and Germany portals i.e. and ◼ Oversaw all aspects of online Advertising campaigns including inventory reservation, launch, ad trafficking and optimizations.

◼ Worked on Ad serving system (AdTech), order management system (Solbright) and ticketing system (SalesForce) to ensure that campaign delivery, performance and advertiser goals were being fulfilled as scheduled.

◼ Managed the pre-campaign logistics and post-campaign reporting and ensured that advertising campaign terms such as impressions, start and end dates and financial targets are being achieved.

◼ Communicated and worked with the Planning team, Account Managers and Ad Traffic manager regarding campaign launch, management and optimization (e.g. through house/partner/charity ads campaigns).

◼ Worked closely with the Account Managers, and was accountable for implementing ad banner insertion and posting and uploading orders from advertisers and ad agencies. Also coordinated the flow of information and assets among all relevant internal teams.

◼ Used AdTech Helios ad serving systems, troubleshooted and investigated discrepancies as and when required.

◼ Provided in-depth analysis and reporting of campaign effectiveness and suggestions for improvements.

◼ Worked with cross-departmental groups to identify areas for process and/or technology efficiencies.

◼ Kept on top of latest trends in online advertising and ad operations and worked as the online advertising expert.

◼ Used Omniture (Web analytics) to monitor web portal's traffic data (e.g. page views, time spent, changes in trends etc.), to study visitor behavior and find discrepancies (with AdServer Data). Also had formal training on Omniture (organised by AOL).