UpCurrent
Founder
Sankar Patel
Senior Marketing Executive: Digital Advertising • Brand & Growth Marketing • Revenue Generation • eCommerce • Customer and User Acquisition
Senior Marketing Executive: Digital Advertising • Brand & Growth Marketing • Revenue Generation • eCommerce • Customer and User Acquisition
There was a problem loading your content.
Experience
UpCurrent
Board Member
VP Global Marketing and Growth
- Developed an international team of 5 direct reports and 16 extended team members in the US and India along with multiple agencies for creative, offline media, and performance... more media
- Optimized a starting budget of $109M global marketing budget
- Managed a full funnel marketing teams including creative, traditional media, performance marketing, affiliates, CRM, eCommerce, Retail Channel, SEO, SEM, Social and content marketing
- Introduced a full-funnel awareness and acquisition strategy with a sharp focus on user journeys and testing schemes to identify and overcome consumer and conversion roadblock points
- Architected and developed reporting structure, brand awareness measurement, media mix modeling and dashboards to improve real time performance
- Optimized a starting budget of $109M global marketing budget
- Managed a full funnel marketing teams including creative, traditional media, performance marketing, affiliates, CRM, eCommerce, Retail Channel, SEO, SEM, Social and content marketing
- Introduced a full-funnel awareness and acquisition strategy with a sharp focus on user journeys and testing schemes to identify and overcome consumer and conversion roadblock points
- Architected and developed reporting structure, brand awareness measurement, media mix modeling and dashboards to improve real time performance
VP Growth Marketing
- Manage $25M+ ACQ budget with hard growth goals around CAC, Volume, LTV, and Retention
- Improved CAC by 20% while increasing NU volume and LTV by 15%
- Launched successful... more winback efforts with a 6% winback rate
- Diversified media mix around consumer journey through Traditional, Digital, and Social Channels
- Architected ad stack systems including DCO, DSP, Always on Brand measurement solutions
- Revamped Facebook strategy reducing spend and CAC by 50% while increasing NU volume 30%
- Optimized SEM and SEO efforts through AI based creative tech implementation
- Improved CAC by 20% while increasing NU volume and LTV by 15%
- Launched successful... more winback efforts with a 6% winback rate
- Diversified media mix around consumer journey through Traditional, Digital, and Social Channels
- Architected ad stack systems including DCO, DSP, Always on Brand measurement solutions
- Revamped Facebook strategy reducing spend and CAC by 50% while increasing NU volume 30%
- Optimized SEM and SEO efforts through AI based creative tech implementation
Exit
Director of Performance Marekting - UberEats
- Championed sustainable Eater, Courier, and Restaurant growth through channel TV, OOH, DOOH, OLV, ATV, Mobile, Display, Social and SEO/SEM.
- Go-to-market (GTM) strategy,... more and funding for UberEats first multichannel, full-funnel campaign.
- Introduced user journeys and testing schemes to overcome consumer roadblocks.
- Remapped performance acquisition goals and measurement strategy around LTV/CAC and geographic opportunity zones and new KPIs to offer deeper insight into business health.
- Go-to-market (GTM) strategy,... more and funding for UberEats first multichannel, full-funnel campaign.
- Introduced user journeys and testing schemes to overcome consumer roadblocks.
- Remapped performance acquisition goals and measurement strategy around LTV/CAC and geographic opportunity zones and new KPIs to offer deeper insight into business health.
Universal McCann
SVP, PARTNER
PORTFOLIO MANAGEMENT - FITBIT, GLU GAMES
- Lead TV Upfront Strategy with a team of TV buyers, negotiating TV integrations and deep discounts
- Introduced a full-funnel... more approach unifying traditional, digital, search, and social media through attribution models and click stream analysis.
- Mobilized powerhouse cross-functional team from Strategy, Traditional Media Buying, Digital & Programmatic, Paid Search, Social, Audience, Data, and Analytics groups.
- Lead TV Upfront Strategy with a team of TV buyers, negotiating TV integrations and deep discounts
- Introduced a full-funnel... more approach unifying traditional, digital, search, and social media through attribution models and click stream analysis.
- Mobilized powerhouse cross-functional team from Strategy, Traditional Media Buying, Digital & Programmatic, Paid Search, Social, Audience, Data, and Analytics groups.
PHD Media
GLOBAL DIRECTOR - PARTNERSHIPS AND INNOVATION - HPI
- Negotiated large deal with Google for global DVIP, securing rates, adding value, and delivering a collaborative media research and analytics roadmap.
- Restructured... more Facebook placement strategy, incorporating new KPIs and measurements.
- Drove digital media innovation and execution in 60 markets in four global regions.
- Strengthened brand safety launching technology and buying strategies with global fraud and viewability standards
- Restructured... more Facebook placement strategy, incorporating new KPIs and measurements.
- Drove digital media innovation and execution in 60 markets in four global regions.
- Strengthened brand safety launching technology and buying strategies with global fraud and viewability standards
UpCurrent
Founder/CEO
Ran day to day actives, business and product vision, relationship building and sales
- Developed business plan, go to market strategy and sales forecasts
- Designed... more application functionality and feature set
- Assembled a top-notch team including an experienced technical cofounder, a head of sales, a head of design and advisors
- Developed investor strategy and pitch deck
- Wore every hat at least once: developer, designer, sales, customer support, data analyst,
recruiter, fundraiser, cheerleader
- Developed business plan, go to market strategy and sales forecasts
- Designed... more application functionality and feature set
- Assembled a top-notch team including an experienced technical cofounder, a head of sales, a head of design and advisors
- Developed investor strategy and pitch deck
- Wore every hat at least once: developer, designer, sales, customer support, data analyst,
recruiter, fundraiser, cheerleader
Exit
Livefyre
VP, Ad Solutions
\ Developed strategic advertising products for agencies and publishers to enhance
sponsorship experiences with social content and data visualizations
\ Responsible for... more division P&L, go to market strategy, client account and sales strategy and
agency sales team
\ Focused on being nimble to adjust product offering to establish market trends and deliver
against advertiser needs
sponsorship experiences with social content and data visualizations
\ Responsible for... more division P&L, go to market strategy, client account and sales strategy and
agency sales team
\ Focused on being nimble to adjust product offering to establish market trends and deliver
against advertiser needs
Dentsu Aegis Network
VP, Group Director, Digital
\ Managed team of 30+ cross client media planners, digital operations and analysts
\ Built the west coast digital ad operations team and processes
\ Started the digital... more analytics team with the capacity to deliver 100+ digital analytics reports
\ Lead digital strategy on national new business pitches, worked and pitched with senior
executives to win Home Depot, Disney Parks and Resorts, Red Bull, GoPro, and PlayStation
\ Helped launch AMNET trading desk capabilities, processes and best practices
\ Built the west coast digital ad operations team and processes
\ Started the digital... more analytics team with the capacity to deliver 100+ digital analytics reports
\ Lead digital strategy on national new business pitches, worked and pitched with senior
executives to win Home Depot, Disney Parks and Resorts, Red Bull, GoPro, and PlayStation
\ Helped launch AMNET trading desk capabilities, processes and best practices
Butler Shiner Stern & Partners
Associate Media Director
\ Digital media and innovations lead on MINI Cooper, Priceline, VeriSign,
\ Columbia Sportswear, Mountain Hardware, Adobe and new business
\ Developed pitch winning... more digital strategy for Priceline and Adobe
\ Started and published media innovations newsletter “3 Points Bulletin” for clients and staff
\ Won JD Powers and Associates Award for Innovations in Media for MINI Cooper
\ Columbia Sportswear, Mountain Hardware, Adobe and new business
\ Developed pitch winning... more digital strategy for Priceline and Adobe
\ Started and published media innovations newsletter “3 Points Bulletin” for clients and staff
\ Won JD Powers and Associates Award for Innovations in Media for MINI Cooper
Founder
Employee
Board Member
Education
About
Achievements
• Established full-funnel performance marketing strategy for UberEats across Restaurants, Eaters and Couriers.
• Hand-selected to work with Universal McCann to strengthen client relationship with Fitbit and help them achieve their performance marketing and direct-to-consumer eCommerce goals.
• Managed global contracts for PHD with Facebook and Google and onboarded HP to establish brand safety and global advertising standards.
• Won the J.D. Power award for Innovations in Media at Butler, Shine, Stern and Partners for MINI Cooper.
• Represented Carat USA at Adweek in NYC in a large panel for innovation in advertising.
• Pitched, won, and onboarded clients for agencies, including Priceline, Disney, PlayStation, Red Bull, GoPro, Home Depot, and Chipotle; analyzed business models, identified growth, and executed.
Uber, Fitbit, PlayStation, HP, Redbull, GoPro, University of Pheonix, Nokia, Microsoft, Oracle, Symantec, MINI, Chipotle, Columbia, Disney Parks and Resorts, Square, Priceline
Describe the most impressive thing you've done.
Skills
Locations