Ambrose Fernandes
Dubai
Summary
Results-driven digital professional with 14 years of experience in digital advertising, measurement, and client relationship management. Skilled in showcasing technical, implementation, and presentation expertise to cross-functional teams.
Successfully managed multiple accounts across diverse sectors, including travel, FMCG, automobiles, telecommunications, fast food, VOD, banking, and trading platforms. Proficient in Google Marketing Platform (GMP), GA4, MMPs, CRM, GTM, CDP, and other digital platforms. Proven track record of delivering data-driven insights and optimizing digital performance across industries.
Overview
15
15
years of professional experience
1
1
Certification
Work History
Digital Implementation & Analytics Manager
Almosafer
01.2024 - Current
- Develop event schemas and design dataLayer structures to capture the entire customer journey
- Supervise online tracking across various digital platforms and ensure accurate measurement
- Assess data accuracy, maintain data integrity, validate data, and provide developers with sign-offs for production releases.
- Oversee the stakeholder management and onboarding of analytics platforms/tools
- Conduct analytics training and workshops for all departments
- Implemented various A/B testing on the payment page by displaying multiple offer banners, resulting in a 6 to 7 % increase in GBV revenue with zero marketing spend.
Assistant Manager - Digital Implementation | GA | CDP | CRM
Seera
09.2021 - 01.2024
- Managing Google Analytics account setup, GA4 migration, and educating all departments on using the right metrics, dimensions, and attributions of digital media
- Managing entire digital data tracking and measurement for all Seera brands and responsible for communicating with multiple stakeholders
- Acting as a technical consultant for queries in terms of tracking & strategy
- Creating dataLayer documentation for Web/Mobile web and App properties
- Working closely with products and cross-product to implement recommendations
- Managing the advanced & complex tracking implementations of all marketing pixels through GTM
- Develop data studio reports for the marketing team to set up campaign optimizations and media budget management
- Assisting data engineering and Intelligence to help them build logic in big queries and fact tables for data sources
- Conducting A/B tests for product cross-selling on certain web pages to help boost incremental conversions & revenue
- Managing the CRM audience segmentation, and implementation of all events
- Setup CDP integrations, event attributes, and custom events for connecting offline & online data together to build & stitch first-party customer profile
Specialist - Biddable | SEO | UX/UI |Blockchain & Analytics
Hearts & Science, Omnicom Media Group
02.2017 - 08.2021
- Conduct A/B and Multi-variate tests for enhancing conversion rate and optimization of page contents for incremental results
- Website tagging and pixel Deployment
- Advanced tagging solutions, Custom Events, Custom HTML, Triggers and Dynamic Ecommerce variables
- Building Projects, Keyword Research, Site Audit, Position Tracking, Competitive Analysis, Organic Traffic insights, linking Analytics & Google Search Console & Reporting
- Search ads setup, Brand, Generic & Competitor campaign
- Keyword planner, CPC bidding
- Acted as a primary technical POC on the account, direct interaction with the client to deal with queries, and activated digital platforms to deliver the key objective
- Managed GA setup activating custom channel grouping, Goals, DDA integration, and Enhanced E-commerce on Google Analytics 360 which enhanced the reporting capabilities
- Handled pixel tagging for all du products (du.ae, eshop, myaccount) websites to track and improve sales performance online which directly resulted in improving sales by 12%
- Monitoring each campaign performance and managing direct publisher communication to achieve results effectively and efficiently
- Managing SEO - Researched keywords using Google Keyword Planner and SEMrush keyword magic tool to conduct pre-submission analysis to gain potential search engine traffic
- Du organic traffic increased by 28% after managing organic page rankings, optimized page contents, duplicate and missing contents
- Writing Meta Titles & Descriptions, 301 redirect recommendations on outdated pages, Canonical actions on duplicated pages
- Identified crawlability problems and indexing issues, enhancements to reduce page load speed which directly impacts organic traffic as well as user experience
- Sharing detailed customized reports bi-weekly including analysis with the help of SEMrush, Screaming Frog, and Google Search console platforms
Senior Digital Advertising Specialist - Programmatic | SEO
Annalect - Omnicom Media Group
01.2016 - 01.2017
- Finding & Fixing website technical issues like Crawling, indexing problems
- Troubleshooting issues for AMP, Mobile Usability, Sitemap issues, Checking Internal & External links
- Display & Video Measurement tracking, Floodlight and Audience creation, Creative enhancements, Rich Media & Video trafficking, Viewability, Conversion attribution modeling
- Setup campaign - Awareness, Consideration, Conversions, product catalog
- Create ads, targeting, Image, Carousel, and video formats
- Custom audience, Lookalike audience
- DSP, Programmatic ad buying, PMP, Open auction, Programmatic guaranteed
- Advanced Audience targeting, IO creation, LI creation, Tactics by funnels - (Upper, Mid & Low funnels)
- Campaign setup, LIs setup based on premium, standard, or Network inventory
- Advanced audience targeting, ad units, placements, Header bidding, GPT tags for measurement
- Programmatic ad buying platform, remnant inventory booking, bidding capabilities, Curated audience inventory, PMP, Open auction
- Mobile Measurement Platform, Multi-Touch Attribution, Conversion Tracking, Ad fraud prevention, Audience builder, Channel integration, Cohort analysis report
- Managing and Assisting Marketing science to connect APIs to various platforms and help to build a custom Reporting Dashboard
Campaign Manager - Ad Operations
Theorem India Private Limited
02.2013 - 04.2015
- Support the SEA region and PH reseller market
- Daily interaction with the Sales team and client services team on discussions with campaign deliverables
- Book campaign within Salesforce CRM tool and synchronize campaign details to Yahoo APT, and YAM+ Ad platforms to manage booking placement
- Reserve premium inventory to tier 1 Advertisers on Yahoo properties like Yahoo HomePage, News, Registration page, etc
- Inventory forecasting each day and re-allocation of budget /Impressions to other available inventories
- All Programmatic campaign was booked under Yahoo Ad Manager (DSP) with specific targeting and audience-based targeting
- Work with Adtech team on RichMedia execution creative on time and launch the campaign
- Creative QC and Implementation of various forms of creative formats like Standard, Rich Media, Third-party and HTML5 banner
- Built static login page, Static splash, and skin (Gutter) creative through internal Auto Event tool
- Video campaign - QC and Implement VAST /VPAID tags for Video pre-roll placements
- Generate daily, weekly, monthly reports within the internal data analytics tool as per client’s requirements
- Deliver Post- campaign reports and screenshots with standardized templates
- Daily roadblock campaign check and fix issues if any
- The under-delivered campaign was taken approvals from the finance team to re-run campaign through Make good and straight credit process
Process Developer - Flood Insurance
Thoughtfocus Technologies
08.2010 - 12.2012
- Working on Property Flood Mapping and Google Maps(Bing Maps and Google Earth)
- Property Research through various USA county websites and Property Tax Maps
- Calling up US County Tax Assessor office for more information on Properties maps and locations
- Coach new employee's on the day to day process and assigned tasks accordingly
- Generated property flood maps for US property customers and Bank insurance
Education
BACHELOR OF ARTS - History, English, Economics, Political Science
St.Philomena's College
Mysore, Karnataka01.2010
Skills
- Customer Journey Analysis
- Attribution Modeling
- Audience Segmentation
- Channel Performance Analysis
- Data-Driven Decision Making
- Business KPI Development
- Data Validation
Tools
1) Google Tag Manager
2) Universal Analytics 360
3) GA4360
4) Amplitude
5) Tealium
6) MoEngage
7) Google Optimize
8) AVO
9) User Centrics
10) Google Marketing Tools
11) Branch
12) Adjust
13) BigQuery
14) DSPs (Amazon, DV360)
15) Campaign Manager
Certification
- Analytics 360 (GA) Certification - Google
- Campaign Manager (DCM) Certification - Google
- Tag Manager (GTM) Certification - Google
- Display & Video360 (DBM) Certification - Google
- SA360 (DS) Certification - Google
- E-Commerce Certification - eMarketing Institute
- SEMrush Basic Certification
Awards
- Gliding Star of the Month Award, 08/2013
- Best Performer of the Year Award, 02/2015
- Champion Winner for the Value of Operational Efficiency, 09/2024
Timeline
Digital Implementation & Analytics Manager
Almosafer
01.2024 - Current
Assistant Manager - Digital Implementation | GA | CDP | CRM
Seera
09.2021 - 01.2024
Specialist - Biddable | SEO | UX/UI |Blockchain & Analytics
Hearts & Science, Omnicom Media Group
02.2017 - 08.2021
Senior Digital Advertising Specialist - Programmatic | SEO
Annalect - Omnicom Media Group
01.2016 - 01.2017
Campaign Manager - Ad Operations
Theorem India Private Limited
02.2013 - 04.2015
Process Developer - Flood Insurance
Thoughtfocus Technologies
08.2010 - 12.2012
BACHELOR OF ARTS - History, English, Economics, Political Science
St.Philomena's College
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