Nitish Kashyap

Lead Associate - Marketing Support (Adobe Marketo)

FIS • Full time

Oct 2017 - Jul 2023 • 5 yrs 9 mos

• Built, tested, and launched marketing automation campaigns (including Batch, Nurture, Event, one-off sends, trigger campaigns, A/B Testing) that supported the FIS’s marketing strategy and pipeline goals. • Worked with Account Based Marketing (ABM) Team to create and launch ABM program with highly personalized dynamic content for email and landing pages that targeted top strategic accounts and we received very positive responses from Sales team for our ABM campaign success. • Worked on “Predictive Content” and “Web Personalization” Marketo modules. For nurture campaigns we used Predictive Content on nurture emails to share the most relevant and recommended content to the visitors which helped to improve visitor's experience/journey. Similar with Web personalization modules where we created multiple segments for to display the personalized messages to targeted audience via web campaigns. • Manage all aspects of our marketing automation platform including lead scoring, email and landing page development, testing, database management, reporting & analytics, and optimization. • Report on metrics of campaigns/nurtures/emails, provide report analysis and share recommendations on how to improve or increase engagement. • Created responsive and fully editable master email and landing page template, which makes easy for team to complete the task in short time without using the HTML & CSS. • Created text based stacked email by using email velocity token. Basically, its email chain concept where the old email is “stacked” on top of the first email. Which make email more personalized and very helpful for follow up based campaign. • Collaborated with leadership team to setup demographic and behavioral scores. • Optimized and proactively maintained the campaign database through data cleansing and segmentation, which allowed for more targeted marketing campaigns towards key prospects and accounts.