Viraj Murlidharan
Summary
Results-Driven Digital Marketing Professional blending robust agency execution experience with in-house brand growth leadership at Eureka Forbes. I bridge the gap between high-level corporate goals and granular campaign execution. Because I have built and optimized campaigns from the ground up on the agency side, I bring a distinct advantage to the brand side: the ability to seamlessly align, manage, and challenge external agency partners to meet strict performance metrics and drive comprehensive full-funnel growth.
Overview
15
15
years of professional experience
1
1
Certification
Work History
Sr. Manager – Digital Performance & Retention Marketing
EUREKA FORBES LTD (3.1 Years)
Mumbai
05.2023 - 06.2026
- Budget & Revenue Leadership: Managed ₹58 Cr (AED 25M / $7M USD) annual digital marketing budget across branding (₹25 Cr) and performance (₹33 Cr) campaigns, driving ₹358 Cr (AED 158M / $43M USD) in total digital revenue across Direct Sales, AMC, D2C, and Forbes Pro channels with 6.23X overall ROAS.
- Exceptional Performance Marketing ROI: Achieved 11.03X ROAS on ₹32.45 Cr (AED 14.3M / $3.91M USD) performance spend and 45% YoY revenue growth (₹247 Cr to ₹358 Cr), significantly exceeding industry benchmarks through advanced server-side attribution (OCI/CAPI) and optimization strategies.
- Multi-Channel Brand Campaigns & Influencer Marketing: Led 4 major brand campaigns with ₹25 Cr (AED 11M / $3.01M USD) budget including celebrity-endorsed product launches (Shraddha Kapoor for Robotic Vacuum Cleaner), 'Nal Ka Kapda' awareness campaign, and Google Partner Influencer Program with 10 influencers and ₹50 Lakhs (AED 220K / $60K USD) budget.
- Full-Funnel Optimization & Lead Quality: Designed comprehensive multi-channel conversion architecture across Direct Sales, Virtual Demos, and D2C pipelines, achieving 34% lead qualification rate (vs. 21% target) and reducing CPL by 40% through strategic bid optimization and audience refinement.
- Retention Automation & Lifecycle Marketing: Deployed WebEngage lifecycle automation managing ₹9.3 Cr (AED 4.1M / $1.12M USD) AMC digital marketing budget with automated triggers, reducing monthly churn by 12% and boosting repeat-purchase LTV by 15% through personalized engagement.
- Organic Growth & SEO Excellence: Executed technical SEO strategies that grew organic site traffic by 40% and secured top-3 Google rankings for key category keywords, reducing paid acquisition costs and dependency.
- 🏆 Employee of the Year FY2024: Recognized for exceptional performance driving 45% revenue growth (₹247 Cr to ₹358 Cr / AED 109M to 158M), improving ROAS from 7.2X to 11X, scaling budget by 38% (₹42 Cr to ₹58 Cr), and leading digital transformation initiatives.
Senior Global Account Manager
LS DIGITAL (4 years)
Navi Mumbai
11.2018 - 11.2022
- Account & Portfolio Management: Managed a portfolio of 15+ key enterprise accounts, overseeing a cumulative annual ad spend exceeding $600,000 USD (₹50 Mn+) while ensuring consistent ROI across diverse markets.
- Performance Optimization: Driven an average 30% improvement in ROAS and boosted conversion rates by 20% through highly targeted PPC and programmatic campaign execution.
- Team Leadership & Retention Strategy: Directed a 5-member cross-channel PPC team (Google, Meta, Programmatic) and architected retention playbooks (win-back and up-sell journeys) that successfully increased client LTV by 10–15%.
- Data Analytics & Dashboarding: Developed centralized, automated reporting dashboards in Looker Studio, democratizing stakeholder insights and slashing weekly reporting time by 50%.
- Awards & Agency Growth: Awarded 'Best Outstanding Performer' (FY 2019 & 2021) and served as a pivotal player in elevating the agency to official Google Partner status.
Manager (Marketing & Operations)
NORFOLK PINE LODGE LTD (2 Years)
Auckland
01.2012 - 12.2014
- Marketing & Growth: Executed integrated paid and organic campaigns, driving a 25% increase in online booking inquiries and boosting overall occupancy rates by 15%.
- Customer Experience: Managed frontline guest relations and end-to-end complaint resolution workflows, resulting in measurable improvements in guest satisfaction scores.
- Multi-Business Operations: Directed daily operations for the lodging facility and two associated businesses (Metro Movers Ltd, Mortgage Rescue Ltd), overseeing rent collection, inventory management, and operational data analysis.
Marketing Intern
NORFOLK PINE LODGE (5 Months)
08.2011 - 12.2011
- Operations & Finance: Managed daily operations, rental invoicing, and payment tracking for a 133-room lodge accommodating ~400 guests.
- Marketing Strategy: Executed foundational marketing communication strategies to support property visibility and maintain occupancy.
- Guest Relations: Handled frontline customer interactions, daily transactions, and operational escalations to ensure smooth facility functioning.
Education
Advanced Certificate - Data Science
IIIT Bangalore
Mumbai, India01-2023
HBX Credential of Readiness - Business Analytics, Financial Accounting & Economics for Managers
Harvard Business School Online
Harvard Business School01-2019
Master of Managment Studies - Finance & Marketing
ASM Institute
Mumbai, India01-2019
New Zealand Diploma in Business -
Manukau Institute of Technology
Auckland, New Zealand01-2013
Skills
- Google Ads
- Meta Ads (Facebook and Instagram)
- Marketing Automation Tools ( Web Engage , Mo-Engage & Clever tab )
- Retention Marketing - WhatsApp, SMS, Email, AI Voice, IVR & Call Center
- Amazon, Flipkart, and Paytm Advertising
- DV360 and Campaign Manager
- LinkedIn and Twitter (X) Ads
- Snapchat and TikTok Advertising
- Google Analytics and Search Console
- Google Looker Studio / Data Studio
- Google Tag Manager
- SEMrush
- Excel (Basic and Advanced)
- Power BI and Tableau
Job Title
Lead Manager for Digital Marketing & Retention Marketing
Core Digital Marketing Competencies
- Business Strategy & AOP: Structuring Digital Annual Media Planning and multi-channel architectures to hit strict revenue targets.
- Full-Funnel Media Planning: Executing campaigns with event and competitor tracking via Google Ads , DV360 and Campaign Manager.
- Campaign Management & Platforms : Managing social and retail media via Googe Ads, DV360, Meta, Amazon, Flipkart , LinkedIn, Twitter (X) , Snapchat, and TikTok.
- Data Analytics & Dashboards: Building target-vs-achievement trackers using Google Analytics, Looker Studio , Power BI, Tableau, and Excel.
- UI/UX, CRO & SEO: Driving site optimizations and search tracking via SEMrush , Search Console , and Google Tag Manager.
- MarTech & Attribution: Developing User Journeys & LMS BRDs and implementing server-side tracking (Enhance Conversion/CAPI) for deep-funnel optimization.
- Retention Marketing: Building automated user journeys across cohorts to maximize LTV and post-acquisition engagement via WebEngage.
- Lead & CRM Management: Enhancing lead qualification workflows using AI-powered IVR, manual calling, and Microsoft Dynamics CRM.
- AI Integration: Deploying AI models to optimize website personalization and overall operational performance.
Certification
- Google Ads Certified (Search, Display, Video)
- Google Analytics Individual Qualification (GA)
- Meta Blueprint Certified Digital Marketing Associate
Timeline
Sr. Manager – Digital Performance & Retention Marketing
EUREKA FORBES LTD (3.1 Years)
05.2023 - 06.2026
Senior Global Account Manager
LS DIGITAL (4 years)
11.2018 - 11.2022
Manager (Marketing & Operations)
NORFOLK PINE LODGE LTD (2 Years)
01.2012 - 12.2014
Marketing Intern
NORFOLK PINE LODGE (5 Months)
08.2011 - 12.2011
Advanced Certificate - Data Science
IIIT Bangalore
HBX Credential of Readiness - Business Analytics, Financial Accounting & Economics for Managers
Harvard Business School Online
Master of Managment Studies - Finance & Marketing
ASM Institute
New Zealand Diploma in Business -
Manukau Institute of Technology