Anjana Anushya Viswanath
Birmingham, West Midlands,United Kingdom
Summary
Results-driven Paid Search Executive with over 5 years of experience in managing integrated campaigns across digital, social, and offline channels. Expertise in driving enrollment, brand awareness, and lead generation through data-driven strategies and continuous performance optimisation. Proficient in SEO, paid media management (Google Ads, Meta, LinkedIn, YouTube), and CRM, with a strong focus on ROI and audience segmentation. Holds an MSc in Marketing from the University of Birmingham, with a proven track record of leading cross-functional teams and launching successful campaigns in international markets.
Overview
5
5
years of professional experience
1
1
year of post-secondary education
1
1
Certification
Work history
Digital Marketing Executive
One Stop Stores Ltd
Walsall, United Kingdom
04.2025 - Current
- Planned, launched, and optimised full-funnel, multi-channel campaigns across Google Ads (Search, Display, Performance Max), using HubSpot for campaign deployment and GA4 for real-time performance analysis and conversion tracking.
- Deployed Always-On Paid Search campaigns targeting high-priority product categories, generating 50,000+ store visits per campaign through advanced audience segmentation, manual CPC bid strategies, and continuous keyword performance optimisation.
- Managed seasonal and brand-led campaigns, including 50 Years of One Stop & Christmas 2025.
- Collaborated with Customer Insight team and external media agency to develop and activate custom audience segments in Google Ads, using demographic and behavioural profiling to personalise creative messaging and improve conversion rates and in-store engagemen
- Ensured compliance with UK HFFSS (High Fat, Salt, Sugar) advertising regulations by excluding non-compliant products from paid media activity, reviewing creative assets, and managing related complaints in collaboration with legal and merchandising teams.
- Focused on driving micro-conversions critical to in-store shopping journey, such as click-to-call actions, store locator interactions, and website visits, using these signals as key performance indicators to guide real-time bid adjustments, audience refinements, and localised creative updates.
- Improved website usability through rigorous UX testing and modifications.
- Streamlined web analytics, resulting in better tracking of marketing performance.
- Created compelling & interactive landing pages for seasonal campaigns & gamification.
- Managed website content update based on retail promotion & seasonal offers
- Implemented SEO strategies increasing organic search engine ranking.
Digital Marketing Executive
Property Solutions UK
Birmingham, United Kingdom
10.2023 - 04.2025
- Implemented 60-day audience segmentation within GA4 to enhance Remarketing Lists for Search Ads (RLSA) and Display Campaigns, resulting in a 3x increase in lead volume, accounting for 70% of total leads and a 25% uplift in returning user conversions during peak letting season.
- Executed daily budget pacing and bid strategy adjustments across Google Ads campaigns to optimise Cost Per Acquisition (CPA) and maximise Return on Ad Spend (ROAS).
- Conducted landing page performance audits and executed CRO best practices to increase Paid Search conversion rates.
- Delivered comprehensive performance reports using Google Ads Reporting Dashboard and GA4 Exploration Reports, translating data into actionable insights to inform ongoing media buying strategy.
- Designed and executed engaging seasonal email marketing campaigns with average 37% click-through rate.
- Increased new business generation by developing, prioritising and executing customer outreach programmes via email marketing
- Increased organic clicks by 72.6% and improved average search position by 26.35% driving better search visibility and engagement through refined SEO strategies.
- Developed engaging and trending social media content by collaborating with student ambassadors, successfully enhancing brand promotion and driving increased audience engagement.,
Brand Strategist
Gradical Studio
Kerala, India
07.2022 - 07.2023
- Managed Retail, SaaS & health care client portfolios under agency settings
- Collaborated closely with wider marketing team to align client messaging strategy, ensuring brand consistency across all channels.
- Guided clients on brand image and ethos to foster winning brand strategy and increased online engagement.
- Developed comprehensive digital marketing strategies to drive brand recognition.
- Optimised client and agency website using UX and UI principles for improved usability and brand value.
- Created high-performing campaigns on Google Ads, Facebook and Instagram.
- Evaluated Google Ads campaigns against ROI and KPI targets and identified opportunities for further growth and improvement.
- Oversaw production of promotional materials, maintaining consistency in all visual aspects of branding strategy.
- Participated in industry events, representing the brand effectively amongst peers and competitors alike.
- Brainstormed ideas with clients and stakeholders to maximise project potential.
Brand Strategist
PromptTech Solutions Middle East Pvt Ltd
Kerala, India
07.2021 - 06.2022
- Progressed from SEO Specialist to Brand Strategist, managing cross-channel paid media campaigns across Google Ads, Facebook, and LinkedIn, consistently achieving performance KPIs across 15+ client accounts.
- Handled strategic oversight of 5+ Google Ads clients, managing campaign structure, audience targeting, budget pacing, and performance reporting to maximise ROI.
- Advised top management on rebranding efforts, leading to successful changeovers without loss of customer trust or loyalty.
- Led brainstorming sessions, enhancing overall creativity and innovation in branding strategy.
- Updated company style guides regularly to reflect changes in branding strategy or market trends.
- Analysed feedback from stakeholders; incorporated insights into future branding strategies.
- Oversaw production of promotional materials, maintaining consistency in all visual aspects of branding strategy.
- Managed digital marketing division, coordinating with cross-functional teams to ensure consistent campaign execution, knowledge sharing, and alignment with global strategy.
- Strengthened client relationships through regular strategy meetings, ideation sessions, and upselling of tailored marketing solutions, leading to improved satisfaction and expanded business opportunities.
- Partnered with sales team to deliver comprehensive PPC audits and strategic proposals, resulting in a 25% uplift in new client acquisition.
Digital Marketing Trainee
Radianz Design Build
Kerala, India
09.2020 - 05.2021
- Assisted in conducting market and competitor analyses to support digital marketing strategy.
- Worked alongside design team to create engaging graphics and video content for website and social platforms.
- Contributed to the development of effective campaigns on Google Ads, Facebook, and Instagram.
Education
Master of Science - Marketing
University of Birmingham
Birmingham, United Kingdom 09.2023 - 09.2024
Skills
- Facebook Ads Manager
- Search Engine Optimisation (SEO)
- Brand marketing
- Market analysis
- User experience design
- Advertising copywriting
- Email and SMS campaigns
- Digital advertising strategies
- Email marketing tools
- Paid search campaigns
- Paid search strategy
Certification
- Digital Branding & Advertising - UpGrad MICA (2022)
- Fundamentals of Digital Marketing - Google
- Google Analytics GA - 4
- Brevo Email Marketing
Timeline
Digital Marketing Executive
One Stop Stores Ltd
04.2025 - Current
Digital Marketing Executive
Property Solutions UK
10.2023 - 04.2025
Master of Science - Marketing
University of Birmingham
09.2023 - 09.2024
Brand Strategist
Gradical Studio
07.2022 - 07.2023
Brand Strategist
PromptTech Solutions Middle East Pvt Ltd
07.2021 - 06.2022
Digital Marketing Trainee
Radianz Design Build
09.2020 - 05.2021