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Anatomy of a Growth Marketer: Pavan Akella, CaratLane

Written by: Carolyn Berk, Content Marketing Associate

Anatomy of a Growth Marketer is an ongoing blog series showcasing top talent in the field of digital advertising.

CaratLane - Anatomy of a Growth Marketer, Pavan Akella Caratlane

Online jewelry retailer CaratLane is one of India’s leading ecommerce companies. Since 2008, the brand has been on a mission to change the way jewelry is bought in India.

What’s it like to drive growth for a company that’s been named one of India’s top 20 hottest ecommerce sites? We asked Pavan Akella, CaratLane’s Assistant Marketing Manager, to share his experience.

[staff title=”” name=”Pavan Akella” image=”http://www.nanigans.com/wp-content/uploads/2017/03/Pic1-1.jpg” ]
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What is your role at CaratLane, and what attracted you to it?

I work for the Performance Marketing team at CaratLane. I drive optimization efforts to increase revenue and reduce customer acquisition costs on display channels.

My role gives me the flexibility to use Facebook’s advanced advertising targeting and segmentation capabilities to reach high-value audience segments to grow our business. I’m constantly challenged to understand ever-changing online consumer behavior and to conduct marketing experiments to evaluate efficient ways to drive business growth.

What is a typical day in the life for your role?

I spend a good deal of time measuring and evaluating the previous day’s ad campaign performance to check if the overall outcomes are in line with our daily, weekly, and monthly goals. I do this by looking at our sales growth and the rate of customer acquisition.

I also identify new avenues for improving performance by studying and analyzing online user behavior. My role involves working closely with our sales and category merchandising teams to improve sales for strategic product categories.

What is your favorite Nanigans feature?

I love using Nanigans’ real-time bidding feature to achieve acquisition goals for each user cohort. I also regularly employ event tracking to understand the true value of each user action with multiple attribution windows.

I love using Nanigans’ real-time bidding feature to achieve acquisition goals for each user cohort.

What advice would you give companies looking to hire their next user acquisition specialist?

Online consumer behavior online is constantly evolving. This means that user acquisition specialists need to always be on their toes. In my opinion, companies should look at specialists who have the skill set and abilities to execute, measure, and learn from tests and returns in order to understand the ever-changing digital environment and shifting consumer behavior.

How can companies engage and develop in-house advertising talent like yours?

To continually drive growth, companies need to view scaling challenges as learning opportunities. Companies should focus on providing necessary guidance, technology support, and resources so their teams can feel empowered to address these business challenges and explore innovative solutions.

To continually drive growth, companies need to view scaling challenges as learning opportunities.

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