Diego Oquendo

SaaS Academy

Performance Marketing Manager

Catalyst Consulting

Built and overseen paid media strategies for over a dozen fast-growing B2B companies:

- Responsible for managing over +$1M in Ad Spend across key paid channels like Google Ads, LinkedIn Ads and Meta Ads while maximizing performance / pipeline generation.

- Leading the marketing department, responsible for the training and results of our performance marketers, to maximize the return on ad spend for our clients, while ensuring projects get delivered on time and with the highest quality.

- Building training materials, templates and SOPs to deploy across our entire company to delegate, improve the time delivery and quality of the projects.

Head of Marketing

Sr. Performance Marketing Manager

We partner with B2B SaaS companies on the strategy, execution, and reporting of switching from lead gen to demand gen.

Vulkan Marketing 

Attract more inbound opportunities and dominate your category with customized marketing focused on your customers and revenue, not tactics or one-size-fits-all strategies.

What we do:

Our 4-step playbook is focused on the things that will drive long-term, sustainable growth for your business:

- Setting the right objectives, we don't focus on vanity metrics or ''leads''. We understand the activities that drive real growth are hard to measure. But our north star for success is always revenue.

- Deep Customer & Market Research, we help you nail down your Ideal Customer Profile, identify what are the problems and pain points they are facing and find holes in the market that aren't being met.

- Develop, execute & optimize your paid marketing strategy, know what activities to execute to stay in front of your ideal customers, build trust for your company and DEMAND for your solution.

- Run consistent growth experiments across social channels, finding new successful levers to add to the strategy mix to scale long-term.

Founder & CEO

Generating New Demand For B2B SaaS & Tech Companies To Achieve Sustainable Growth | Founder @ Vulkan Marketing | LinkedIn Top Voice Marketing & Advertising

I've built and overseen paid media strategies for over a dozen fast-growing B2B companies, where I was:

- Responsible for managing over +$1M in Ad Spend across key paid channels like Google Ads, LinkedIn Ads and Meta Ads while maximizing performance / pipeline generation.

- Leading marketing teams, responsible for the results of our performance marketers, to maximize the return on investment for our clients, while ensuring projects get delivered on time and with the highest quality.

- Building training materials, templates and SOPs to deploy across the entire company to delegate, improve the time delivery and quality of the projects.

Want me to help you accomplish the same for your company?

Send me a DM or email me at:
vulkansmedia@gmail.com

At Vulkan we are changing the way B2B SaaS companies go to market and grow. 

Attract more inbound opportunities and dominate your category with customized marketing focused on your customers and revenue, not tactics or one-size-fits-all strategies.

What we do:

Our 5-step playbook is focused on the things that will drive long-term, sustainable growth for your business:

- Setting the right objectives, we don't focus on vanity metrics or ''leads''. We understand the activities that drive real growth are hard to measure. But our north star for success is always revenue.

- Deep Customer & Market Research, we help you nail down your Ideal Customer Profile, identify what are the problems and pain points they are facing and find holes in the market that aren't being met.

- Nail down your winning messaging, find the best way to communicate your brand narrative, highlight the problems your customers are facing, and position your company as the ideal solution.

- Develop, execute & optimize your growth strategy, know what activities to execute to stay in front of your ideal customers, build trust for your company and DEMAND for your solution.

- Run consistent growth experiments across social channels, finding new successful levers to add to the strategy mix to scale long-term.

Learn more here:
https://vulkanmarketing.com

NueGo

•Budget Planning + Optimisation to drive ROI 
•YouTube + Insta Channel as pillar for influencer handle to drive Organic Growth, SOV , WOM, Conversations
•Strategic timebound  ATL campaigns for Brand / Service Launch (Print/CTV/OOH/Radio)
•BTL Connects by way of Events/Exhibitions/On-Ground Activations i.e. Flash-Mobs
•Hyperlocal Targeted Customer Awareness and Acquisitions using Geo fencing by usage of “Near” 
•DV 360 Stack for Programmatic Acquisitions based on Geo fencing + Appography . 
•In Moment Engagement to improve Funnel Conversions 
•WhatsApp Channels for Customer Retention driving CLTV + Channel of Acquisition.
•CM.com set-up to drive Transactional/ promotional/ Service/ NPS/ Customer Sat’s surveys + dip stick MR.
•Evangelise/define/design Digital roadmap for customers to continually improve on UI/UX
•Hyper Segmentation of Customers to drive repeats and win-overs from Marketplace channels of Acquisitions enhancing CLTV.
•Proprietary Models like” MMM+ propensity+ Ad-stock+ affinity +In-Market audience sets to  Drive Effective usage of Mediums.
•Liaising with third parties like digital agencies and software vendors to optimise channels, lead gen, bidding and targeting strategies. 
•ML to  conquer business problems of optimum  i.e. Scheduling and networking for Maximising resource Utilisation 
•Patented Data Models for  enhancing  #EV's usage basis  preventive maintenance Schedules, network Planning, Revenue Realisation, Battery Life-cycle Optimisation and Infra Planning•	Strategic PR Handles for Launch of customer facing NueGo Brand and Establish Greencell as thought leader in e-Mass ( E-buses)
•Planned release of Advertorials+ Sound-bytes+ panel discussion featuring Management in Leading Publications to drive PR based SEO

Head Digital Innovation, Experience, Brand Creation & Data Analytics:- EV Platform

Confidential 

•Marrying 3rd Party data points with  Clients CDP  for  Hierarchical segmentations of end-users using PCA Analytics
•Decision Tree based models for deployment of Persona based Communication Channels/ mediums and Creatives 
•Lead/facilitate the Media Strategy and Media Planning processes across all paid media channels: Search, display, social, affiliate, Programmatic, RTB, DSP , SSP,  Fixed Buys, Alliances, SEO, Blogs, Web/App UI/UX  to enable holistic cross-channel strategies and activation plans..
•Establish Data driven culture by deployment of Analytics & Technology based CDP, DMP for Attribution modelling, Planning Insights, Performance enhancement &  Content creation to build strategies to improve the effectiveness of multichannel media programs.Client Leadership
•Proactively Interface with select senior client executives to provide though leadership on media strategies, tactics and performance across digital platforms, including display, video, search, mobile, social, RTB platforms, DSP, SSP, Automation Platforms and creative services for furthering Campaign Objectives & Cost Optimisation, Social Listening Tools  as well as other emerging media opportunities based on 
•Partners with Client Solutions leads in developing  and laying the road map for key strategic approach based on Real time experiments  A/B, Multi-variate Testing ranging from creatives, media buys, Campaign Analytics, Customer Intelligence, Media Analytics & No code  based Product UI/UX.Revenue Enhancement
•Drive revenue retention through increasing product adoption and media spend.
•Communicate efforts, wins appropriately to Executive team; helps ensure Performance Media Strategic vision and work is understood and visible to the industry, the clients and the broader agency.
•Activate customised  training programs for Team Members through Digital partners like Google/ FB/LinkedIn/ twitter
•Create Cadence for review within team

Chief Consultant:- Marketing & Data Analytics

CleverTap

Account Retention & Win-overs: 
•Drive Account Renewal rates by reducing Churn
•Laying down a well-defined structured timeline facilitating Customer Onboarding, Training 
•Developing Listening points on Customer Health Metrics vide NPS, G2C advocates along with developing Predictive Models for customer Churn basis a scoring model
•Map Customer Journey to standardize interventions & areas of incremental  improvement & Laying down a well-defined structured timeline facilitating Customer Onboarding, Training 
 Account mining & Account Based Marketing:
•Providing intellectual leadership in effective and innovative use of digital mediums
•Project management, lead the execution of digital campaigns across Engagement Mediums on CleverTap Platform
•Drive strategic innovation in terms of Granular understanding of Consumer Behaviour using Analytical models  like Clustering, Segmentation, Predictive Modelling  for furthering Campaign Objectives & Cost Optimisation
•Lead deployment DMP & presentation of Analytics led strategic digital narratives based on Real time experiments. 
•Expand Revenue source by creating strategies for Upselling & Cross-selling to customers& also by winning back Churned Customers by identifying unmet needs for Prioritizations of solutioning around them through Product Innovations. 
•Increase CLTV by increasing the product adoption rate
•Create Acquisition Opportunities for the Sales team through Customer Advocacy & Reference-ability
Team Management:
•Define objective performance Metrics for the team & establish Tracking systems for a seamless measurement of the same through deployment of effective relevant software.
•Create Cadence for review within team
•Align Training Programmes for enhancement of Knowledge base of Team Member’s 
Inter Team knowledge Sharing:
•Enabling Marketing team in creation of  Solutioning Content through Existing clients
•Aligning with  Product team in prioritising  Product Feature roadmap.

Director Customer Success (Driving Performance & Retention Metrics across Digital Channels)

Telloquent Solutions Pvt. Ltd, Zoomcars, Doctorc.in

Telloquent Solutions
Account Hunting: -
•Segmentation of new business targets for driving focussed efforts. 
•Design thinking approach to identify unmet needs for Prioritizations of solutioning around them so as to increase the Client Win ratio
•Comprehensive pitch strategies detailing  critical timelines, stakeholders, clear r&r, etc.
•Algorithmic Models for Commercial decision making taking into accounts manhours spent for design, Implementation & drawing insights from Campaigns
Account mining & Account Based Marketing:
•Providing intellectual leadership in effective and innovative use of digital mediums
•Project management, negotiation, purchase, and lead the execution of digital campaigns across Organic Channels Like SEO, Website & App UI/Ux and paid channels like SEM , Content Marketing, SMM
•Drive strategic innovation across all digital platforms, including display, video, search, mobile, social, RTB Platforms, Automation Platforms  and creative services for furthering Campaign Objectives
•Lead the development & presentation of Analytics led strategic digital narratives & experiments ranging from  creatives, media plans, media buys, Campaign Analytics, Media Analytics in terms of CPV, CPA, CPC, CPI
Strategic Marketing initiatives  www.zoomcars.in
•Work on Capacity Optimization of the Fleet by Way of Promoting Loyalty through exclusive campaigns designed for partners i.e. Payback, HDFC Bank Credit Cards, Weekend Gateways in association of Mahindra Holiday
•“Own a Vento for a day’ a special exclusive campaign designed in association with Volkswagen & Go Green campaign to promote usage of Electric Cars
Branding & Performance Marketing initiatives www.doctorc.in
•Exclusive Tie-up with Bajaj Allianz Health insurance as its preferred Healthcare partner for its healthcare camps & drives at corporates
•Use of FB Campaigns to run special Health Check  campaigns so as to change the narrative in people mind from being “Doctor Suggested” to “Preventive Health Care"

 Co founder:- 

OnMobile Global Limited

Digital Corporate marketing :- SEO, Social Media & BTL events
•Serve as Subject Matter Expert (SME) for Onmobile in servicing journeys of our Business Partners via our Responsive Web & app .
•Deploy design thinking approach for periodic content refreshment on our Corporate Website
•Off Page SEO initiatives like link seeding strategy, contest, content sharing through owned Social Media, Blogs, emailers.
•Organize webinars, whitepapers & case study publications based on futuristic scenarios
•On ground activations in events like MWC, Industry Body events i.e. Affiliate, FICCI,tech. Hackathons 
App & OTT product Marketing: - ( Global Markets)
•Own & drive the P&L and Product Management responsibility of OnmobileD2C apps & OTT products in markets across  US, Latam, Middle-East, Europe, SE Asian markets. 
•Lead a Team of 5
Customer Acquisition: -
•Roll-out specific Goal based targeted app install & subscriber acquisition campaigns using Programmatic ad platforms 
•Drive viral growth using paid Social Media channels like Facebook, Twitter, Youtube
•Expansion of channels of growth using affiliates.
Content Marketing App usage & Monetisation: -
•Promote curated content properties based on themes, genres of music, Top trending artists,
•Use of push media, owned social media & hearing channels for viral promotions of content.
•App usage driven customer segmentation approach enabling real time scheduling of ad & ad types to maximize e-CPM’s
•Strategic Tie-ups with other brands, events by Identifying & Capitalizing on Marketing Trend
Digital Marketing Analytics: -
•Deploying PCA & segmentation techniques to define key identifiers among consumer data  for customer segmentation 
•Promoting campaign efficacy using A/B and Multivariate tests
•Advanced planning, curation strategy of content with deployment of recommender system.
• Analytics platform integration Appsflyer, Tune, GA,Adobe,SEM rush, Firebase, FB & twitter analytics tools, Social Analytics like hootsuite, sprinklr.

Senior Manager - Digital Marketing & Analytics

Apalya Technologies

Digital & OTT App Marketing initiatives: -
•SEM & App Installs campaigns to reach out to TG and relevant audience using targeted Key words & content marketing strategies using Google, Bing, Admob, InMobi, Veserve engines and through service providers Airtel, Vodafone
•Optimize SEM campaigns so as to improve on the overall health and ROI for the campaigns using Adword, GA, Mixpanel & Appsflyer platforms
•Use of GDN & Yahoo display networks for brand promo campaigns centered around owned Film Properties.
•Email & In-app notifications to drive incremental usage of web & App using behavioral metrics
Strategic Alliance & SMM
•Innovative engagement campaigns based on contest/competition for sustained interest of Customers using Social Media Networks like Facebook i.e. “Hanks Best” pre-release campaign for Captain Phillips, Pre & Post release Promotions for Hollywood “Gravity” using specially branded merchandise from “Warner Bros”    
•Experiential co-promo Alliance with Sony pictures for “Amazing Spider man-2”
•Launch Promo campaigns with PVR Multiplexes using on and off-screen Properties i.e. app download through blue-tooth

Senior Manager Marketing- OTT (Web & App)

www.zansaar.com

Strategic/Brand, Co-promo Alliances
•Define & manage end to end the customer acquisition, revenue opportunity & Brand visibility through co-promo alliances with partners across verticals like Banking, Retail, Insurance, Telecom, Entertainment & Media i.e. Terrific Tuesday” campaign HDFC Bank,” eXclusives” campaign Amex; Jiyo Fit Campaign Bajaj Allianz /Yes Bank
•Integration of payment gateway options including multi bank EMI’s with select financial partners
•Review & draw learnings from performance all promotional campaigns using metrics like CPA, advertising spends saved & brand saliency opportunities created
Digital/Online Media: -
•Online media buying, banner advertising, affiliate marketing campaigns on CPA/CPT/CPL basis
•Increase brand recall through re-targeting & geo targeting Ad campaigns using Adwords.
•Design metrics based on Transactional, user behavior using Google analytics and Facebook analytics as tools resulting in opportunities to up-sell and cross sell.  
ATL/BTL: -
•Brand activations through TVC, Radio, Print media i.e. Launch of Zansaar.com store through tie-up with “GoodHomes”, Launch World food Category in association with NDTV Goodtimes “Vicky goes Veg” & “Masterchef”
•Innovative Branding and Brand reach campaigns through ATM networks and branches of financial partners.
•Influencer Marketing Programs to enhance brand assessment & experience: World Food category launch through an exclusive event with Tarla Dalal.

Senior Manager Marketing:- Digital, ATL/BTL Activations & Strategic Alliances,co-promo campaigns

AZ Research Partners Pvt. Ltd.

Customer Acquisitions
•	Acquired Banking, Auto and F&B clients 

Research Projects
a.	Need Gap analysis for Development of new products, services
b.	Brand positioning strategy based on Customer Perception.
c.	Design “ Customer reach” strategies for both Online and offline Medium 
d.	Plan, conceptualize  effective Online/Offline Customer engagement campaigns
e.	Measurement of Customer Satisfaction, Entrenchment and Advocacy

Associate Consultant

Club Mahindra

Key Successes

Customer Acquisitions
•	BTL campaigns for establishing Direct Customer Connects in Hyderabad, Bangalore And Chennai.
•	Doubled the Revenue for Hyderabad market from monthly average of 15.5 Crores to 3 Crores
•	Added Vijayawada, Mysore & Coimbatore  and Satellite Market Center

Loyalty & referral campaigns
•	Tie-ups with restaurants , multiplexes , Gyms, Salons for privileges for members
•	Regular Events  “ Meet the members “ to drive referral campaigns

REGIONAL MANAGER MARKETING

SHRIRAM LIFE INSURANCE COMPANY LTD

Brand Building & Product Launches
•	Vernacular Print Medium form New Product launches
•	In movie Product Placement campaigns
•	Events in District Hospitals for “New Moms” to promote Child Plans
•	Brand Integration of “Af- Life” with  Sanlam In SOUTH Africa
•	Launch of “ Funeral policy for SANLAM in South Africa

Manager Marketing

2nd Best Project in Design thinking @ MIT Sloan:3rd best Data Science Project @ IIMB
Skillsets:-Digital Marketing :-SEO,SEM, FB, Display , video campaigns, In-app , App Engagement , Use of Programatic Media, Social Media Campaigns on Facebook, Twitter.
Content Marketing:- Blogs, Infographics , Webinars, White-papers, Case Studies, Running Contest for user engagement on Social Media Channels  
Digital Analytics:- GA, SEMrush, Similar Web, Alexa, Hootsuite, Appsflyer, Tune, Firebase, Mixpanel 
Traditional Marketing:- ATL( TV, Radio, Print, OOH) , BTL( Events, Exhibitions, Seminars, On ground Activations)Data Science :- Big Data, Data Visualisation, Data Mining, Data Segmentation & Decision Analysis & ML using Data Science Language ( R, Advanced Excel, Solver, Minitab, SPSS)
Team & Process  - Team Set-up & Development , Process Set-up , deployment & Efficiency
Entrepreneurial:- Transforming  Lean Business to Enterprise Scale-up, Deploy Innovative Disruptive Business Models

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