DAYANA VARGHESE

Marketing Manager

https://www.opentalent.in/dayana-varghese

Key Strengths

Extensive experience (13+ years) in digital marketing, performance marketing, SEO, and CRM across diverse industries (FMCG, retail, F&B, healthcare, media).
Proven track record of driving significant revenue growth (100%+ increase in e-commerce revenue, 150%+ e-commerce revenue growth) and traffic uplift (70% site traffic, 200%+ web traffic) through full-funnel digital strategies.
Hands-on expertise in managing multi-million dirham budgets across major paid media platforms (Meta, Google, TikTok, DV360, programmatic) with consistent above-benchmark ROAS and CAC.
Strong leadership experience in managing teams, agencies, and multi-market campaigns, coupled with strategic planning for brand launches and digital platform development.
Deep understanding and practical application of SEO, SEM, ASO, and content strategies, driving millions of annual organic users and significant YoY growth.
Proficient in CRM, lifecycle marketing, and marketing automation, including email, WhatsApp, app push, and loyalty programs (LoyaltyLion), contributing significantly to sales and customer retention.
Experience in analytics and reporting, owning unified performance dashboards and delivering data-led reviews to leadership.
Strong educational background with an MBA in Marketing & Finance and an Advanced Digital Marketing Certificate, complemented by numerous industry certifications.

Cultural & Operational Fit

Cultural Fit Analysis

The candidate's diverse experience across multiple industries (FMCG, retail, F&B, healthcare, media) and geographies (UAE, India) indicates adaptability and a broad perspective, which are strong indicators of cultural fit. Their involvement in launching new ventures and repositioning brands suggests an innovative and growth-oriented mindset. The emphasis on community partnerships and influencer management also aligns with modern marketing approaches.

Soft Skills & Operational Fit

The candidate demonstrates strong leadership, strategic thinking, and a results-oriented approach, evidenced by their consistent achievement of measurable KPIs across various roles. Their experience in cross-functional collaboration, agency management, and brand repositioning indicates excellent operational fit for a senior marketing role. The personal highlights also suggest strong leadership and recognition for cross-functional impact.

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About

Performance-driven digital marketing professional with 13+ years driving measurable growth across paid media, SEO, CRM, app marketing, and programmatic channels across the UAE and India. Managed multi-million dirham budgets across Meta, Google, TikTok, DV360, and programmatic platforms, consistently delivering above-benchmark ROAS, 10x+ returns, and 150-200% revenue uplifts. Deep hands-on expertise across full-funnel digital execution, lifecycle marketing, influencer strategy, and martech combined with strategic leadership across teams, agencies, and multi-market campaigns. Experienced in 15+ brand and digital platform launches across FMCG, retail, F&B, healthcare, and media.

Top Skills

Performance MarketingMarketing Automation

Education

Rajagiri School of Management

MBA · Marketing & Finance

N/A – June 30, 2014

Mahatma Gandhi University

BA · English Literature

N/A – June 30, 2014

Indian Institute of Management (IIM-B)

Research Program on Entrepreneurship

N/A – Present

Astrolabs

Advanced Digital Marketing Certificate Course

N/A – Present