Aparna Phogat

About

I have driven significant revenue growth through data-driven strategies, managing substantial budgets, and optimizing multi-channel campaigns. My strong analytics skills, rooted in my statistics and economics background, support my expertise in advanced attribution models, A/B testing, and comprehensive digital strategies across platforms like Meta, TikTok, and Google Ads. I consistently enhance customer acquisition, retention, and overall brand growth.

Experience

• Acquisition Marketing Manager · LUS Brands06-01-2023 – 06-01-2024

  At LUS, I managed an eight-figure annual marketing budget, driving new customer acquisition and contributing to a 20% YoY growth. By overseeing $1 million+ monthly in paid ads and implementing comprehensive campaigns across multiple platforms, I ensured a 40% revenue contribution. I utilized data analysis, A/B testing, and advanced attribution models to optimize strategies and maintain healthy ROAS, while managing Shopify SHOP Ads and programmatic platforms to meet revenue goals.

• Growth Manager · 43701-01-2022 – 06-01-2023

  At 437, I drove growth and brand awareness through data-driven strategies, achieving a 5x ROAS for ads on Instagram, TikTok, and Google. I increased email open rates by 140% and the subscription list by 29% in 2022 through an effective retention strategy. By analyzing customer trends, I planned inventory to achieve a 96% sell-through rate and implemented a tiered marketing campaign system for better resource allocation. I manage the KPI scorecard for growth across all channels and introduced 437Rewards™ to convert fans into brand ambassadors.

• Head of Growth · SAMARA Bags04-01-2021 – 12-01-2021

  At SAMARA, I led paid and email marketing in a small team, managing a $130,000-$150,000 monthly ad spend across Facebook, Instagram, Pinterest, and AdWords to optimize conversion. I created and owned the marketing calendar and strategy for customer acquisition, discovered new growth avenues, and executed omnichannel campaigns across email, SMS, and paid marketing. Additionally, I produced content for email and social media ads, including videos, GIFs, and email layouts.

• Digital Strategist · Tag10-01-2019 – 03-01-2021

  At Tag, I served as a Lead Digital Strategist and Account Manager for top CPG brands, developing and executing omnichannel campaigns across Facebook, Instagram, Pinterest, YouTube, influencer partnerships, native advertising, and Amazon. I optimized account performance to maximize KPIs and ROI, customized client proposals, and identified growth opportunities. Brands I worked with include HERSHEY’S, Werther’s Original, Unilever, Minute Rice, and Crunchmaster Crackers.

• Marketing Director · NUMI08-01-2017 – 10-01-2019

  As the first hire at NUMI, I led the marketing team to drive revenue growth, making NUMI one of Canada's fastest-growing start-ups as recognized by The Globe & Mail and Canadian Business. I helped NUMI reach $1 million in annual revenue within a year with a 420% YoY increase, and $3 million in 2019. I managed a $70,000-$90,000 monthly ad spend across Facebook, Instagram, AdWords, and YouTube, built attribution models for revenue projections, and developed strategies for customer acquisition and retention. Additionally, I oversaw loyalty and affiliate marketing programs, created brand assets, and recruited and nurtured the team.

Education

• University of TorontoHonours Bachelor of Science, Statistics and Economics
• Smith School of Business at Queen's UniversityMaster of Management, Innovation & Entrepreneurship
• University of TorontoCertificate, Digital Marketing Management
• The University of British ColumbiaHonours Bachelor of Science
• DPS InternationalAS/A Levels - Biology, Chemistry, English, Mathematics & Psychology

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