Muthuraman Jayaraman (Muthu)

200
Ridge
Road



















































































































C:
913
731
8420

Lyndhurst,
NJ,
07071























































































muthuramanj@gmail.com



Online Marketing / Web Analyst / SEO / SEM
Results‐driven
 marketing
 strategist
 with
 4+
 years
 of
 proven
 experience
 in
 Online
 Marketing,

Social
Media
Marketing
and
Web
Analytics.


 Experience
in
analyzing
the
impact
of
web
performance
on
business
results
and
identifying

problems
before
customers
do.


 Extensive
experience
in
developing,
evaluating

and
optimizing
online
campaigns.


 Experience
performing
SEO/SEM/Site
Optimization
to
increase
pagerank
/
traffic.




CERTIFICATIONS







 
 


 Google
Analytics
Certified,
Google
Adwords
Certified

EDUCATION


 

Thunderbird
School
of
Global
Management

 
 
 


















Aug
2007
–
Aug
2009








MBA
in
Global
Marketing
&
Brand
Management 











Glendale,
AZ
Awards:

Entering
Student
Merit
Scholarships
‐
Thunderbird
Fall
2007

Won
1st
place
in
Brand
Plan
competition
and
2nd
place
in
Markstrat
‐
Strategy
Competition.



Amrita
Institute
of
Science
and
Technology

 
 







 
 



Sep
2000
–
May
2004

Bachelor
of
Engineering
in
Information
Technology















































Coimbatore,
India



SKILLS


 

 

 Web
Analytics
(Omniture
‐
siteCatlyst,
Hit‐  SEO,
Pay
Per
Click
(PPC),
Search
Engine

wise,
Google
Analytics,
HBX)
,
A
/
B
Testing
 Marketing
,
Eloqua,
Cheetah
mail


 Search
Ad
Platforms
(Google
Adwords,
  Web
2.0,
Social
Media
Marketing,
Viral

Yahoo
SEM,
DART
for
Advertisers
(DFA))
 Marketing,
Facebook
Marketing


 Campaign
Management,
Brand
  Business
Analysis,
Problem
Solving,
Report

Measurements
 generation
and
Presentation.

 Statistical
Models,
Predictive
models
  MS
Project
/
Visio
/
Powerpoint,
iWork


 J2ee,
.NET,
SQL,
CSS,
HTML,
Java
Script,
  Dreameaver,
Photoshop
(Beginner),
Web

JSP,
Flash
Action
Scripts
 hosting,
MS
Access,
Oracle




PROFESSIONAL
EXPERIENCE


 

Interactive
Marketing
Specialist




 
 
 
 
 





Oct
2009
–
Jan
2010


USIS
Tech,
NJ

Responsible
for
developing
social
media
platform
to
build
online
community
and
drive
traffic
for

the
upcoming
deals
website
‐
www.tout.socialdailydeals.com.

• Conducted
an
analysis
of
the
business
model
and
processes
involved.
Designed
the
‘to‐be’

system
and
proposed
changed
to
the
business
model.


• Tracked
the
progress
of
tasks,
metrics
and
data
analysis
reports
using
advanced
MS
Excel

features
and
pivot
tables.

• Supervised
and
assisted
the
development
of
application
in
J2EE/HTML/Java
Script/Oracle

environment.

• Developed
interactive
strategies
and
tactics
based
on
insight
from
web
analytics,
surveys

and
secondary
research.

• Wrote
web
analytics
specifications
defining
implementation
steps
and
configuration

requirements.

• Analyzed
the
trends
on
competitive
sites
to
formulate
new
member
acquisition
campaigns.





Digital
Marketing
Associate
 

 
 
 
 


















Jun
2008
–
Nov
2008

Amway
Corp,
MI

At
 Amway,
 was
 responsible
 for
 managing
 their
 viral
 campaign
 SEO
 and
 SEM
 programs
 for

Amway's
brand
websites.
Led
to
over
20%
increase
in
online
sales
and
200%
in
traffic
compared

to
2008
summer
for
brand
websites.

• Analyzed
online
market
drivers,
competitor’s
online
business,
consumer
trends
and
insights

from
 web
 analytical
 tools
 and
 presented
 strategic
 recommendations
 on
 online
 marketing

strategies.

• Assisted
in
the
development
of
Nutrilite
brand’s
viral
campaign
that
included
collaborating

with
 ad
 agencies,
 evaluating
 proposals
 and
 working
 with
 concept
 visualization;
 led
 to
 1

million
hits
within
the
first
2
weeks
of
launch
of
the
campaign.


• Led
 planning,
 scope
 and
 participated
 actively
 in
 usability
 testing
 to
 understand
 user

behaviors
 and
 preferences.
 Quantified
 the
 impact
 of
 online
 user
 experience
 problems
 to

Amyway’s
brand
and
revenue
benchmarks
in
comparison
to
competitors.

• Colloborated
 with
 team
 to
 ensure
 that
 messaging
 and
 branding
 standards
 of
 campaign

materials
are
resonating
with
target
audiences

• Identified
 attribution
 for
 conversion
 and
 generating
 reports
 using
 Omniture
 siteCatalyst.

Also,
 assisted
 in
 the
 integration
 of
 tags
 to
 various
 websites
 to
 obtain
 reports
 using

siteCataylst.

• Instituted
 a
 A/B
 testing
 program
 that
 led
 to
 a
 25%
 increase
 in
 conversion
 rates
 for
 paid‐
search
landing
pages
for
Amway's
brand
sites.


• Collaborated
 with
 external
 ad
 agency
 developing
 SEO
 strategies
 and
 executed
 PPC

campaigns
 to
 drive
 traffic
 and
 improve
 site
 metrics
 of
 'mybestsize.com'
 Resulted
 in
 traffic

increase
by
300%
and
achieved
targeted
3000
new
member
registrations.


• Maintained
 weekly
 tracking
 reports
 on
 page
 view,
 click‐through,
 impressions,
 fallout,
 UI

benchmarking,
 sample
 population
 hypothesis
 testing,
 and
 geo‐targeted
 conversions
 to

quantify
success
for
web
initiatives.







Cofounder/
Online
Marketing
Manager

 
 
 

















Jan
2006
–
Aug
2007

Hakuna
Matata,
India


Provided
 consulting
 services
 in
 search
 engine
 marketing,
 Internet
 marketing,
 Pay
 Per
 Click

Marketing
 (PPC),
 web
 site
 design,
 web
 development,
 e‐commerce,
 e‐mail
 marketing,
 website

analysis,
and
website
maintenance
for
small
to
mid‐sized
businesses.


• Designed
marketing
plan
and
implemented
grassroots
marketing
strategies
to
advertise
and

promote
the
IT
services.

• Differentiated
 our
 web
 development
 services
 by
 providing
 consulting
 services
 in
 search

engine
optimization
(SEO),
search
engine
marketing
(pay
per
click
(PPC)
campaigns),
email

marketing
and
web
development
for
various
clients;


• Developed
 search
 engine
 marketing
 plan
 with
 keyword
 identification,
 segmentation,

keyword
 bidding
 strategies,
 Ad
 copywriting,
 &
 potential
 ROI;
 Actively
 made

recommendations
 and
 formulated
 testing
 structure
 for
 keywords,
 ad
 copy,
 landing
 pages

and
position
to
optimize
campaign
to
achieve
designated
performance
objectives. 

• Provided
visibility
into
client’s
online
business
performance
versus
the
competition.

• Managed
 email
 campaigns,
 including
 providing
 pre
 and
 post
 analytics,
 segmentation
 and

circulation
strategies

• Managed
budget,
schedule,
and
performance
of
multiple
projects,
while
working
to
ensure

the
ultimate
success
and
acceptance
of
the
project.





Software/
Web
Developer

 
 
 
 
 
 





Jan
2004
–
Dec
2005

Virtusa
Corporation,
India

Worked
 with
 several
 clients
 such
 as
 British
 Telecom,
 JP
 Morgan
 Chase,
 was
 responsible
 for

managing
a
technical
team
and
developing
software
systems
and
overseeing
technical
product

development.



• Analyzed
 telesales
 metrics
 and
 developed
 inbound
 and
 outbound
 call
 center
 forecasting

system,
 forecasting
 call
 volumes
 for
 the
 UK
 Transfer
 Agency
 Call
 Center
 using
 time
 series

forecasting
techniques.

• Developed
 predictive
 models
 for
 cross
 –
 sell
 and
 up
 –
 sell
 of
 different
 British
 Telecom’s

product
and
services
using
logistic
regression
techniques.

• Managed
a
10
person
global
team
to
develop
web
sales
tool
for
British
Telecom,
UK
worth

$800K.


• Managed
budget,
schedule,
and
performance
of
multiple
projects,
while
working
to
ensure

the
ultimate
success
and
acceptance
of
the
project.

• Played
 lead
 role
 in
 technical
 development
 of
 websphere
 portal
 applications
 for
 Abbott

worth
$2M.


• Provided
extensive
end‐user
and
product
technical
support
for
various
clients.