Summary
Overview
Work History
Education
Skills
Certification
Languages
Additional Information
Timeline
Generic

Pratiksha Behera

Chennai

Summary


Dynamic and results driven Digital Marketing Technology leader with over 12 years of experience
leading high performing teams to drive business growth through innovative digital marketing
strategies.


Certified SAFe Product Owner/Product Manager (POPM) with a strong background in Agile frameworks and Lean-Agile principles, bridging the gap between business strategy and product execution. I lead with a customer centric mindset, guiding cross-functional teams through Agile planning and delivery cycles. I bring a unique blend of business strategy, customer experience and agile execution to every initiative. My focus is on delivering digital solutions that enhance customer engagement, optimize marketing operations and drive measurable results across channels.


Proven track record in scaling digital channels, optimizing ROI and executing data driven campaigns across search, social, email, programmatic, enhancing user experiences and collaborating with cross-functional teams to deliver innovative ad-tech products. Strong ability to mentor teams and align marketing initiatives with overall business goals, Adept at driving cross-functional collaboration and staying ahead of the latest marketing trends and technologies.


Expert in managing ad-serving platforms, optimizing advertising solutions and translating business requirements into actionable product feature usage. Strong analytical, communication, business and technical, leadership skills.

Overview

13
13
years of professional experience
1
1
Certification

Work History

Assistant VP, CX Martech Product Manager

Barclays UK
04.2020 - Current
  • Owning and managing the product roadmap for the external ad-serving platform used on Barclays banking digital channels i.e SAS Match 360, ensuring alignment with business goals, customer needs and surface personalized content/banners to Barclays customers.
  • Spearheading integrated campaigns across digital channels, developing and executing comprehensive digital marketing strategies that drive growth in leads, sales and online engagement for UK Banking sector related to marketing products such as Loans, Insurance, Mortgages, Savings and many more as well as Servicing campaigns such as Digital Adoption, ways to bank, Money Management, etc.
  • Monitoring performance metrics through Google Analytics, Adobe Analytics and other tools providing actionable insights and strategic adjustments to maximize clicks and conversion rates.
  • Data driven Product Manager with experience in A/B testing, retargeting, cross channel customer Identity stitching, etc. Leading the planning, execution and analysis of A/B testing for key content used in campaigns resulting in increase in conversion rates. Active collaboration with marketing and data teams to design retargeting strategies that re-engage customers based on behavior using pixels implemented at Tealium.
  • Collaborating with Privacy and Compliance Teams in order to honor customer’s preferences on personal data usage and cookies consent before surfacing marketing and servicing campaigns to adhere to General Data Protection Regulation (GDPR) and Privacy and Electronic Communications Regulations (PECR) which is a mandate as per UK law.
  • Leading the Digital transformation initiatives, implementing marketing technology tools and advanced data analytics capabilities.
  • Leading product development for ad serving platform SAS Match 360, increasing ad-revenue through optimization of targeting algorithms and inventory management.
  • Managing the product lifecycle from ideation to launch, ensuring alignment with business objectives and market needs.
  • Monitoring and analyzing key product metrics e.g Impressions, clicks through rates to inform future product decisions and refine strategies.
  • Foster communication between engineering, marketing, and external partners to ensure smooth execution of advertising campaigns, seamless integration of new features to meet the highest standards of performance and reliability.
  • Working closely with other marketing tools to implement web and app tagging strategies via Tealium.
  • Proficiency with data visualization tools such as Qlikview, Tableau.
  • Ability to create compelling experience narratives to influence stakeholders in order to make an informed decision.
  • Strong presentation experience with top management, excellent people management skills.

Marketing Technology Analyst

Barclays UK
08.2018 - 08.2020
  • Managed multi-channel marketing campaigns that increased web traffic and improved lead generation.
  • Worked closely with product teams to create customer personas and segment the target audience for highly effective digital marketing campaigns.
  • Oversaw the implementation of marketing tools streamlining lead nurturing and improving customer Lifecycle management.
  • Managed end to end execution of digital campaigns through SAS Match 360 Adserver from initial strategy development to post campaign analysis ensuring high ROI and efficient use of resources.
  • Collaborated with external vendors and agencies to expand reach and effectiveness of digital campaigns.

Senior Member – Programmatic Managed Services

Yume by RhythmOne
08.2017 - 08.2018
  • Running Video and Mobile campaigns on Yume’s own DSP – Yume for Advertisers (YFA).
  • Optimizing programmatic campaigns based on client metrics such as Video Completion Rate (VCR), Click Through Rate (CTR), Viewability, taking measures to reduce Invalid traffic (IVT), suspicious traffic, traffic due to bots and fraud.
  • Trafficking and troubleshooting Display and Video ads.
  • Turning Insights into action by gathering information using analytics showing trend and performance.
  • Creating whitelists campaigns and also blacklists for removing low performing sites and domains.
  • Measuring and optimizing campaigns towards Viewability and Low IVT using vendors such as Integral AdScience, Moat, DoubleVerify.
  • Working closely with Account Managers to increase supply in order to achieve maximum ROIs.
  • Building client facing reports showing, delivery, performance and Revenue information.

Senior Ad Operations Specialist

Audience Science Pvt Ltd
07.2012 - 07.2017
  • Team Lead – Handling and managing a team 0f 8 to 9 specialists and ensuring the campaigns are launched before deadline.
  • Ad-Trafficking and Launch – Uploading Display and Video tags (HTML, Javascript, Flash, Rich Media, Video), setting up campaign level QA tests, error detection.
  • Traffic management and Optimization – Interpret, analyze and make recommendations against advertising metrics and managing revenue margins across campaigns.
  • Uploading and troubleshooting tags of major Ad servers such as Doubleclick, Atlas, Adtech, Mediamind/Sizmek and many others.
  • Monitoring the status of creatives across various Provider platforms such as Google ADX, Appnexus, RightMedia, Rubicon, SpotX, Pubmatic, etc.
  • Investigating the filtering/blocking of creatives, identifying the root cause, troubleshooting them and working with the Engineering team to resolve the issue.
  • Apollo Ad serving Web application based on Real time bidding across Google RTB server. Client Service -Interaction with client, understanding client needs, solving queries for smooth flow of project and delivering quality report.
  • Training, mentoring and leading a team of AdOps engineers.
  • Work alongside and coordinate with teams like Account Management, Engineering, Business Development across EMEA, APAC and Americas.

Education

Secondary Examination - Class 10

Mount Carmel Convent School
Rourkela, Odisha

Higher Secondary Exam, Class 12 (Science)

St. Joseph’s Convent School
Rourkela, Odisha

B.Tech (IT) - Engineering

Bharati Vidyapeeth College of Engineering
Pune, India

Skills

  • Product Management
  • Product Ownership
  • Scaled Agile Framework
  • Digital Marketing Strategy – Social Media Marketing, Content Marketing, Affiliate Marketing
  • Team Leadership – Team Building, Cross-Functional Collaboration, Employee Development, Stakeholder Management, Creative Problem Solving
  • Adserver Product Management
  • Product Roadmap Development
  • Agile/Scrum/Kanban Methodology
  • Data-Driven Decision Making
  • Market Research and Competitive Analysis
  • Marketing Technologies – SAS Match 360 Adserver, Adobe Analytics, Salesforce DMP, Tealium
  • Data Analysis and Reporting – Campaign Performance Analysis, Conversion Rate Optimization, A/B Testing, Retargeting, Attribution modeling, analyzing marketing insights, stakeholder reporting and presentations, insights driven decision making
  • Data visualizationt tools - Qlikview, Tableau
  • Growth and Revenue Optimization – Lead Generation, Customer Retention Strategies
  • Project Management Tools – JIRA, Adobe Workfront, Microsoft Office Suite
  • Programming languages – SQL (basic proficiency)
  • Other – Customer Journey Mapping, Market Research, Brand Development, Attribution tools such as Appsflyer

Certification

Certified SAFe® 6 Product Owner/Product Manager

Languages

English
Bilingual or Proficient (C2)
Hindi
Advanced (C1)
Oriya
Bilingual or Proficient (C2)
Bengali
Intermediate (B1)

Additional Information

Centralized PR Head in University

Organized management sessions and events at Audience Science and other workplace as well.

Excellent Communication and Leadership skills

Linked in profile - https://www.linkedin.com/in/pratiksha-behera-a2bb57105/


Timeline

Assistant VP, CX Martech Product Manager

Barclays UK
04.2020 - Current

Marketing Technology Analyst

Barclays UK
08.2018 - 08.2020

Senior Member – Programmatic Managed Services

Yume by RhythmOne
08.2017 - 08.2018

Senior Ad Operations Specialist

Audience Science Pvt Ltd
07.2012 - 07.2017

Secondary Examination - Class 10

Mount Carmel Convent School

Higher Secondary Exam, Class 12 (Science)

St. Joseph’s Convent School

B.Tech (IT) - Engineering

Bharati Vidyapeeth College of Engineering

Similar Profiles

CREATE PROFILE
Pratiksha Behera