KEVIN ANCHI

KEVIN ANCHI

Mobile/WhatsApp: +974 77370182
E-Mail: kevin.anchi@gmail.com
Skype: kevin.anchi


E-COMMERCE PRODUCT STRATEGY & ROADMAP / DIGITAL MARKETING/ANALYSIS/ANALYTICS

Product/Project Management  Digital Analytics / Analysis / Implementation/Reporting and Marketing Global Service Delivery


Over 13 years of rich experience in IT industry creating Product Awareness & driving successful Digital Marketing and Web/App Implementation Analytics & Go-To-Market Communication Strategies to increase overall revenue & reputation of companies globally


Worked for Global brands like Microsoft, Prudential UK, M&G Investment, AHALife.com, Datwyler Group, Talabat (DeliveryHero) and Etihad Airways so far.

Skilled in Web/Apps Data Analysis and user behaviour tracking implementation and optimization. Proficient in analysing market/user insights & translating these into product features to build a direct emotional connect with the end-users and increase traffic / footprints from Adobe Analytics and Google Analytics

Collaborate and work with multi-cultural internal and external teams of Solutions Architects, Engineers, Developers, Senior Consultants, CMOs, Marketing Managers, BI teams, and VP of product. Enterprising leader with skills in directing teams & enabling knowledge – sharing amongst them; and facilitating effective & cross-functional coordination for smooth operations

Experienced in business website development, portal management, and digital marketing operations life cycle. Pivotal in website promotion of brands online by employing various digital marketing techniques, SEO/Paid and social media marketing

Led all phases of new product offering / launch / branding including requirement analysis, design, development, testing, defect & change management, and timely delivery, working as a product owner for global products with millions of daily impressions/transactions.

Digital Analytics Core Competencies:

Adobe Analytics (SiteCatalyst)Adobe Dynamic Tag Manager (Launch)Adobe TargetAdobe Workspace Google Analytics 360 Google Tag Manager 360 Analytics Planning and StrategyReporting DashboardsTroubleshooting & Problem Solving Web/Apps Analytics tracking Quality Assurance & User Testing Data Collecting and AnalysisGoogle Studio/Power BIAgile Methodology Technical Support & DocumentationData Quality


Digital marketing (e-commerce) Core Competencies:

SEO Search Engine OptimizationGoogle AdWordsSocial MediaContent Engineering/WritingWebsite/App PromotionsCompetitor AnalysisClient ConsultingAgency ManagementTechnical Support & DocumentationDigital Marketing StrategiesTroubleshooting & Problem Resolution Web/Apps Quality Assurance & User Testing Website Management (CRM/CMS)Market Research (Product / Consumer)Project & Team Management/ TrainingsCross-functional Coordination

Learning (in progress):

Google Big Query Standard SQLGCP (Google Cloud Platform)PythonTableau/Qlikview

TECHNICAL SKILLS

  • Analytics and Web Tracking Tools: Implementation of Ecommerce and user Analytics Tracking via Google Analytics 360, Adobe Analytics, Web Trends, WebTrekk, ComScore DAx Analytics, Mobile Analytics and Webmaster Tools
  • Tag Management Tools: Ensighten Tag Manager, Dynamic Tag Manager (DTM), Google Tag Manager 360 (GTM), Tags Debugging Tools Charles/Fiddler, Browser Debugger
  • Search Engine Optimization (SEO): Manipulate Google Penguin and Panda Algorithms, Mata Tags Optimization, Competitor Analysis, Website Analysis, UI Optimization, Content Optimization/Strategy, Content Writing, Relative Niche Link Building (Authority Building), Lead Generation, Affiliate Marketing, Article Citation, Content Syndication, Email Marketing, Interactive Marketing, Podcasts, Content Marketing (Inbound Marketing), Mobile SEO, Local SEO, Branding, Reputation Management, Search Engine Penalty Recovery
  • Search Engine Marketing (SEM): A/B Testing, Google AdWords, AdSense, Keyword Research, Display Advertising, Contextual Advertising, Pay Per Click (PPC), Bing AdWords, Paid Content, ASO (App Search Optimization) and News Syndication
  • Social Media Optimization: Social Media Marketing, Sentiment Analysis, Professional Profile Creation, Content Posting, Social Analytics and Measurement (Facebook, LinkedIn, Twitter, YouTube, Blogging)
  • Other Expertise: WordPress, Adobe Photoshop, Adobe Captivate, MS Office (Word, Excel, PPT, etc.)
  • Technologies: Basic JavaScript, HTML, CSS, WAMP Server, Domain Hosting/Publishing

NOTABLE ACCOMPLISHMENTS ACROSS THE CAREER


Prudential
– On boarded two new client by creating digital marketing and web analytics proposals. Steered efforts towards gathering business requirement, submitting high level estimates with solutions, and presenting appropriate solution. Post acquiring clients, maintained constant delivery, monitored business requirement, which eventually elevated my half yearly goals to “Exceeding Expectations” consecutively for two halves; involved in new talent recurrent regards to new clients acquired.


Freelancer
– Spearheaded the marketing activities for me to acquire new clients by sensible usage of market research and marketing mix of advertisements via classifieds and using other online portals for client acquisition. Successfully acquired 2 years contract with ShadeUSA.com and helped the business to grow in profit from $100k to $250k in one-year time. The total turnover was somewhere around 1.2 million dollars.

Worked for Gumbies.co.uk which was referred client from ShadeUSA.com, helped the business to grow from monthly £150 to £2k+ daily with highest of £16k+ over 6 months’ time via social media (FB).


Cybage Software
– Managed Microsoft India Web Analytics Project and allocated resources for optimum performance and utilization by delegating and automating tasks for team members. Overcame tag management implementation challenges via Mixpanel, defined proper Data Layer standards and tested the same and helped developer to understand the same for AHALife.com.

Conducted training for team members as well as external clients regards to web analytics and tag management tools.


Everest Web Solutions
– Got promoted from executive level to Team Lead within 6 months of joining and was managing 15 team members with multiple projects. Allocated resources for optimum performance and utilization by delegating and automating tasks for team members. Conducted training for team members regards to web analytics and digital marketing lead generation.

Drove innovations that helped in improving operational efficiencies of the company as well as delivered business benefits to client; effectively maintained gross margin targets, billing, optimum resource utilization across accounts along with high team satisfaction

WORK EXPERIENCE

Jan’20 – till date:

Etihad Airways P.J.S.C.,

Abu Dhabi – UAE

Sr. Analyst – Web/App Analytics

Role:

Functional:

  • Tracking implementation of Web Analytics Tools, (Adobe) Analytics working with custom variables (eVars, s. Props, s. Events) to track online engagement.
  • Create reports/dashboards in Excel and Power BI about the performance of a given product/feature and suggest possible improvements.
  • Weekly/monthly social sentiment analysis, create classifications for more than 100k mentions of negative and positive sentiments
  • Weekly monthly web and App data reporting and analysis
  • Ad-hoc reporting and analysis on campaigns and newly launched features

Technical

  • Product Usage / Web/App Analytics, Implementation
  • Adobe Analytics Reporting in Power BI
  • Usability Testing (UAT)
  • Sprinklr

Jan’18 – Jan 20:

Talabat General Trading and Contracting Company,

Kuwait

Product Analyst – Web/App Analytics

Role:

Functional:

  • Oversee product features launches by utilizing complex data analytics research and product development acumen to make the launch successful, typically collaborate with the entire product development team, answering to Product Manager for several entities simultaneously.
  • Collaborate and work with diverse internal and external teams of Solutions Architects, Engineers, Developers, Senior Consultants, CMOs, Marketing Managers and VP of product.
  • Participating in workshops with key stakeholders to capture user stories. Refining user stories, ensuring they have clearly defined and testable acceptance criteria.
  • Working closely with the Scrum teams, contributing to functional design and solution, Demonstrating completed user stories to stakeholders.
  • Working closely with Product Owner and other Business Analysts within the program to ensure integrity of the end-to-end solution. Gather, articulate, interpret, and document business requirements
  • Consult on Digital Analytics and Marketing Optimization for the group, Provide business analysis and insights from multiple data sources
  • Implementation process – manage deliverables, scheduling, quality assurance
  • Create reports about the performance of a given product, and suggest possible improvements, which are done by reading reports and reviews. Conduct market research and prepare detailed reports synthesize complex data into actionable goals.

Technical

  • User Interface Design, (UI/UX),
  • Usability Testing (UAT),
  • User Stories / Use Cases, Defect / Change Management
  • Requirements Cross-functional Team Leadership
  • Product Usage / Web Analytics, Implementation
  • Google Tag Manager 360º, Implementation
  • Google Analytics 360º A/B Testing Defining
  • Stakeholder Engagement

Feb’17-Aug’17:

The Datwyler Group (Distrelec),

Pune

Business Architect – Web Analytics

Role:

Functional:

  • Conceptualising & executing Adobe Analytics (SiteCatalyst) via Ensighten Tag Management Tool
  • Tracking implementation of Web Analytics Tools, Google Analytics and WebTrekk via Ensighten
  • Expertise in implementing Web (Adobe) Analytics working with custom variables (eVars, s.Props, s.Events) to track online engagement.
  • Used Adobe Dynamic Tag Manager to implement third-party tags (DoubleClick, Floodlight etc.), data layers and selected site functionalities.
  • Performed A/B testing using Adobe Target for sites and campaigns to increase conversion rates and maximize user experience
  • Developing, documenting, and testing Distrelec E-commerce web analytics tracking specifications as well as tagging development activities; actively working with technical development team to execute tracking frameworks
  • Facilitating quality assurance for tags and tracking implementation, ensuring the integrity and accuracy of digital analytics system by continually monitoring tags and the resulting data; troubleshooting web tracking and adjusting as necessary
  • Collaborating with BI Team to meet the data for collection reports and analysis needs
  • Part of process development and team building activities and supporting other team members

Technical

  • Requirement Gathering & Analysis
  • User Interface Design (UI/UX)
  • Usability Testing (UAT)
  • User Stories / Use Cases
    Defect / Change Management
  • Product Usage / Web Analytics
  • Google AdWords, Retargeting, A/B Testing

Dec’15-Feb’17:

Prudential Global Service,

Mumbai

Analyst – Web Analytics

Role:

Functional:

  • Responsible for gathering high level requirements from business and marketing team, developed analytics design and implementation documents for Prudential
  • Worked on End-to-End Adobe Analytics solution design, development, support, testing and data analysis.
  • Defined SDR Solution Design Reference (SDR) and Business Requirements Documents (BRD) to configured Tags, variables (eVars/Props/events) using Adobe Dynamic Tag Manager and Adobe Analytics (Omniture Site Catalyst) script into webpage to capture the Visitor matrix during run time.
  • Developed Traffic Reports (Site, Visitor, Segmentation), Path Reports (Page reports, Entries and exits) and Conversion reports (Purchases, Custom events, Campaigns reports etc.) using Report Builder
  • Administered digital analytics strategy and analysis for Prudential and M&G Investments Group of websites
  • Prepared digital marketing and web analytics proposals; created & implemented E-commerce tracking and dashboard reports
  • Ensured delivery of weekly, monthly, and quarterly web KPI reports to stakeholders with added insights
  • Led ad-hoc requests and suggested insights/solutions to stakeholders; tagged & validated via inspect elements tool and Google Tag Manager
  • Reviewed data from a variety of sources including client databases, E-Mail solution providers, web analytics tools, paid advertising campaigns, and social media channels
  • Provided insights and recommendations to the website stakeholders and external clients
  • Developed visual effective custom Excel-based reports, custom PowerPoint presentations, and online dashboards; acted on Web Trends, Google Analytics, Google Tag Manager

Technical

  • Requirement Gathering & Analysis
  • Usability Testing (UAT)
  • Web Analytics Implementation
  • GTM Implementation and debugging
  • Adobe analytics DTM configuration

Nov’13-Dec’15:

Cybage Software Pvt. Ltd.

Pune

Sr. SEO Specialist

Role:

Functional:

  • Created digital analytics strategy and analysed Microsoft India Group of websites; tagged webpages as per user journey as well as tagged validated and debug with fiddler and inspect elements tool in chrome browser to check and used Fiddler or inspected elements browser tool for tags evaluation
  • Analysed data from a variety of sources including client database, E-Mail solution providers, web analytics tools, paid advertising campaigns, and social media channels
  • Assisted for ad hoc analytics report as per projects based or business needs of stakeholders; worked on comScore digital analytics, Omniture, Web Trends and Google Analytics / Google Tag Manager
  • Gained exposure to Ensighten/Atlas/RIO/Tealium

Technical

  • Requirement Gathering & Analysis
  • User Interface Design (UI/UX)
  • Usability Testing (UAT)
  • User Stories / Use Cases
    Defect / Change Management
  • Product Usage / Web Analytics implementation and testing
  • ComScore DAx analytics implementation
  • Event tracking
  • Mixpanel implementation via Google Tag manager,
  • AdWords, SEM / PPC, SEO, SMO, E-Mailers, A/B Testing

Jul’13-Nov’13:

Markets and Markets,

Pune

Assistant Manager – Digital Marketing and Analytics

Role:

Functional:

  • Onsite/offsite web promotion for individual reports, articles, report briefs, company website and group website and increase web traffic and maximize conversions using applied and advanced web promotion techniques.
  • Work in tandem with the business development manager to finalize the website content/links.
  • Orchestrated development of promotion specific content required for press releases/blogs/business specific directories.
  • Increase web exposure (and sales) globally in a relatively short period of time for all reports being published by IBN, by using proven search engine optimization and search engine marketing techniques.
  • Perform keyword research, optimization, and submission of company web properties to all major search engines.
  • Identify appropriate categories in various web directories for submission of company web properties, scripted listings, and performed submissions and follow-up when necessary.
  • Created additional optimized content for clients targeting specific highly relevant keywords in specific search engines.
  • Monitor rankings and traffic generate reports when necessary, and continually work to improve results.
  • SEO Management, Internet Marketing, Web 2.0/3.0 Marketing, Blog Marketing, Social Media Marketing, Article Marketing, Press Releases
  • Managed all web promotions for IBN research
  • Help in implementing mod rewrite, popular link building, site map indexing.

Technical

  • Requirement Gathering & Analysis
  • Web Analytics
  • Event tracking
  • Google Tag manager
  • AdWords, SEM / PPC, SEO, SMO, E-Mailers, A/B Testing

Aug’11- Nov’12:

Everest Web Solutions

Pune

SEO Lead

Role:

Functional:

  • Targeted keywords ranking to be achieved in Google,
  • Website maintenance,
  • Daily content posting on live website,
  • Tweaking and Monitoring website for performance,
  • Meta Data creation for 3k pages for each site,
  • Traffic building via paid advertising,
  • Lead generation via email signups,
  • Website template design modifications,
  • Creation of microsites in WordPress for targeting other niche keywords related to main domain,
  • Weekly client calls and Monthly report creation.
  • Monitoring Google Analytics/Webmaster tools

Technical

  • Requirement Gathering & Analysis
  • Web Analytics
  • AdWords, SEM / PPC, SEO, SMO, E-Mailers, A/B Testing

Jun’09-Aug’11:

Freelancer.

NA

SEO Consultant

Role:

Functional:

  • Business Development
  • Client management, Client communication and project closures
  • Offshore Team handling
  • Niche keywords targeted for ranking to be achieved in Google,
  • Website maintenance, Tweaking and monitoring website for performance,
  • Meta data creation for each site,
  • Website template design modifications, Creation of microsites of 15 to 25 pages in HTML for targeting other niche keywords
  • WordPress microsite creation.
  • Weekly back up of the website,
  • Shopping cart product modifications.
  • Product image editing,
  • Logo designing,
  • Weekly client calls and Monthly report creation
  • Monitoring Google Analytics/Webmaster tools.
  • Traffic building via paid advertising,
  • Weekly client calls and Monthly report creation.

Technical

  • Requirement Gathering & Analysis
  • User Interface Design (UI/UX)
  • Usability Testing (UAT)
  • Business Management
  • Product Usage / Web Analytics
  • Analytics implementation/ Testing
  • AdWords, SEM / PPC, SEO, SMO, E-Mailers

Nov’06-Jun’09:

V2 Solutions Software Pvt. Ltd.

Vashi

Sr. PMO Executive

Role:          

Functional:

  • Maintain the reports of the project documents.
  • Update and maintain records of attendance of 400+ employees for Management Reports.
  • Generate Project Management System compliance report, for project billability and milestone analysis and billability and generate weekly and monthly reports for HR, Admin, and IT.
  • HR and Admin Data Consolidation as per resource utilization updates from MP/PM.
  • Updating Resource Allocation System as per updates from AM/PM
  • Verify Project details data and update as per requirement.
  • Consolidate Quarterly KRA Compliance Report for All Employees.
  • Resolve helpdesk Issues related to Project Management Tool, SEM/HCM.
  • Manual testing for the new build or enhancement in Project Management System Tool.
  • Generate Invoice report for all projects on weekly and monthly basis and send it to admin for billability.
  • Ad-hoc work as per requirement.
  • Weekly client PMO Audit calls and Monthly report creation.
  • Involved in PMO Audit for ISO Certification

CERTIFICATIONS

Getting Started With Google Analytics 360

(https://analytics.google.com/analytics/academy/certificate/AG6tDzulSCCJvds3n0rTRA)

Google Tag Manager 360

(https://analytics.google.com/analytics/academy/certificate/bwmPjuPLT7iNQt7B9F6bQQ)

Google Analytics for Power Users

(https://analytics.google.com/analytics/academy/certificate/sJ4Sd673RES5786zG3Fk-w)

Google Ads Fundamentals

(https://academy.exceedlms.com/student/award/33686443)

EDUCATION

  • Completed – Bachelors in Degree in Computer Engineering, College of Mod-Tech Engineering, Pune in 2011
  • Completed – Diploma in Computer Engineering, College of Mod-Tech Engineering, Pune in 2006

PERSONAL DETAILS

Date of Birth: 06-Jan-1983       

Address: Doha Qatar.

Languages Known: English, Hindi, and Marathi

Hobbies – Astronomy, theoretical physics, online reading and sometimes cooking.

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