Srivignesh Baranikumar

User Engagement & Retention | Omnichannel Marketing | Campaign Management | Marketing Operations

Manager – Marketing Automation and Operations at Digital Web Analytics and Optimization (2025-01 – Present)

• Liaised with client teams to gather and manage business requirements, ensuring alignment with strategic goals and seamless execution.
• Provided troubleshooting and hands-on support to drive successful adoption of marketing automation tools, enhancing user experience and operational efficiency.
• Led end-to-end implementation of Adobe Marketo, including setup, configuration, and optimization of operational and promotional campaigns to maximize engagement and ROI.
• Designed and maintained integrations using APIs, Webhooks, and LaunchPoint connectors to enable real-time data flow and system interoperability.
• Monitored and optimized platform performance, ensuring scalability, reliability, and adherence to best practices.
• Delivered comprehensive training sessions and created detailed documentation to empower client teams and streamline onboarding processes.

Associate Lead Application Engineer – IELTS at IDP Education Services (2022-01 – 2025-01)

• Managed and executed marketing operations, including campaign setup, testing, and deployment.
• Worked closely with cross-functional teams to ensure timely delivery of campaigns.
• Provided training and support to team members on marketing automation best practices.
• Analyzed campaign data to identify trends and areas for improvement.
• Collaborated with global stakeholders for project plannings and business requirements.
• Managed the instances for Global Marketing Teams.

Senior Digital Marketing Executive at Netmeds.com - Reliance Retail Limited (2018-02 – 2022-01)

• Designed and launched innovative, trend-responsive digital marketing campaigns across multiple channels to drive brand awareness and engagement.
• Built and optimized automated workflows using tools like Webengage, Moengage, and other similar platforms to streamline lead nurturing and customer retention.
• Partnered with sales, design, and product teams to ensure marketing initiatives aligned with overall business goals and delivered consistent messaging.
• Tracked key performance indicators (KPIs), analyzed campaign data, and delivered actionable insights to improve ROI and inform future strategies.

Business Analyst – Barclays at RR DONNELLEY (2016-06 – 2016-12)

• Assessed customer records to determine eligibility for PPI refunds based on regulatory guidelines and historical policy data.
• Ensured accurate computation of refund amounts, including interest and compensation, using predefined financial models and tools.
• Verified integrity and accuracy of customer data, identifying discrepancies and ensuring corrections before processing redress.
• Worked closely with case handlers, quality assurance teams, and compliance officers to resolve complex cases and streamline workflows.
• Prepared detailed case summaries and audit trails to support decision-making and ensure transparency in refund processing.
• Identified inefficiencies in data handling and proposed enhancements to improve turnaround time and accuracy.

Consultant – Amazon.com at Sutherland Technology Services (2015-08 – 2016-01)

• Managed and resolved pre-order and post-order inquiries and complaints from US-based customers via email, ensuring prompt and professional communication.
• Delivered accurate and empathetic responses to customer concerns, maintaining high standards of service quality and tone.
• Identified complex issues requiring escalation, coordinated with internal teams, and ensured timely follow-up until resolution.
• Provided actionable feedback to improve support workflows, reduce recurring issues, and enhance customer experience.
• Maintained a customer-first approach, contributing to improved satisfaction scores and loyalty through consistent service excellence.

Bachelor of Engineering in Electronics and Communication Engineering