Adrian Wijenathan has over 6 years of experience in SEM, social media, and digital performance marketing. He has exceptional skills in data analysis, market research, campaign implementation, and project management. His greatest strength is building strong working relationships across business levels. He has held positions such as Associate Director at Mediacom Global and Senior Performance Manager at Switched On Media, where he improved processes, grew accounts, and increased efficiencies. Adrian has various digital marketing certifications and delivers strategies and operations while managing teams and fostering client relationships.

1. ADRIAN WIJENATHAN
108 Highgate Rd Mobile: 07435443119
Kentish Town, NW5 1PB Email: awije000@hotmail.com
CAREER PROFILE
I am a focused, energetic team player with over 6 years of experience in the SEM, Social Media, and
Digital Performance Marketing industries. I have exceptional skills in data analysis, market research
and campaign implementation and I have demonstrated skills in project management, business
analysis, documentation and collateral material. My greatest strength is my ability to develop rapport
and build strong working relationships with various business levels.
EMPLOYMENT SUMMARY
Global Associate Director Mediacom Global January 2016 - Present
Senior Performance Manager
(Interim Head of Digital)
Switched On Media June 2015 – December 2015
Performance Manager Mediacom Sydney January 2015 - June 2015
SEM/Social Media
Executive (Senior) – Online
Performance Team
Mediacom Sydney May 2012 to December 2014
PPC Search Assistant Mediacom Sydney July 2011 – April 2012
Marketing Intern American Express Nov 2010 to May 2011
Accounts Assistant United Seafoods July 2009 to Nov 2009
Assistant Data Analyst Coca Cola Amatil Aug 2006 to Jan 2007
EDUCATION/QUALIFICATIONS
Bachelor of Business (UTS) – Management Accounting & International Business
Advanced Diploma in Business – Public Relations
HSC (94.5) James Ruse Agricultural High School
• Google Fundamentals / Advanced
• Google Analytics IQ
• Bing Certification
• Marin Certification
• Yahoo Ambassador Program
(Certification)
• Kenshoo Certification
• DoubleClick (DCM / DS3)
Certification
BUSINESS SKILLS & PERSONAL ATTRIBUTES
SEM (search engine marketing), Integrated Search/Facebook/YouTube Strategies – PPC Social Media
Expert, advertising strategies, search engine optimisation, Marin, Sizmek (MediaMind), Power
Editor, Google Analytics, Google Adwords, Facilitate, ZAP 24/7 Tracking, Hitwise, Alchemy, A/B
testing, campaign/project management, landing page analytics & optimization, advanced
Excel/Office.

2. DETAILED EXPERIENCE
ASSOCIATE DIRECTOR Mediacom January 2016 to Present
Responsibilities:
• Responsible for continued development of search accounts and other biddable & programmatic
media within own team and wider department – driving efficiencies, seeking opportunities for
growth.
• Create/ design search & programmatic media strategies for client portfolio with heads of and
directors.
• Advanced understanding of search & programmatic principles, how marketing campaigns work
cross market, advanced analytic aptitude, view for the bigger picture of embedding strategies
cross channel and within the client’s vertical.
• Advanced experience with bid management (DoubleClick), analytics (Google Analytics /
Omniture) & competitive insights tools available in the market - when they should be used and
their relative strengths and limitations.
• Understanding of tagging and tracking procedures from DCM to DS3 and the requirements
between the two platforms, with the ability to troubleshoot if required
• Delivering strategies & operations, managing individuals, and fostering strong client
relationships.
• Growing the accounts, increasing efficiencies and identifying new client opportunities
• An in-depth understanding of the biddable landscape as it relates to various channels including
display and video
Achievements:
• Improved department structure & recruitment, commercial ownership & accountability
• Stronger communication & culture
• Enabling & upskilling talent
• Team accountability & growth
• Internal processes & automation, project management processes
• Close working relationships with internal & external stakeholders
• Assist in New Client Pitches
• Build Channel Agnostic Digital Strategies for Clients working with the global insights & strategy
teams
• Build Performance Reviews across all the clients incorporating local market governance
• Ensure the use of Bid Management Technologies such as DS3 across all clients
• Created Multi – Channel Centralised Reporting Dashboards
• Create Global training collateral (paperback & film content)
SENIOR PERFORMANCE MANAGER Switched on Media Jun 2015 to Dec 2015
Heading up an integrated cross-channel performance team across the agency to deliver best-in-market
accountable media planning, delivery, and analysis across a range of clients from Finance, Entertainment, e-
Commerce and FMCG.
Responsibilities:
• Using a range of direct response channels including social media, I'm responsible for intelligently
applying data to target customers at key moments, ensuring greater effectiveness and return on
our marketing investment.
• Optimize spend across all channels and properties to deliver the most efficient revenue growth
• Work with commercial teams to optimize onsite conversion, develop attribution models, etc.
• Develop and enhance performance infrastructure including specification and procurement of in-
house and 3rd party technology
• Line-manage a growing team, career development planning, appraisals, etc.
• Lead a team of 6 Senior Performance Specialists ranging across digital specialisms (Paid Search,
Social, Programmatic etc.)
2

3. PERFORMANCE MANAGER Mediacom January 2015 to June
2015
Responsibilities:
• Create and lead the digital strategy to drive sales through the online storefront/dealerships of
Volkswagen Group Australia (Volkswagen, Audi, and ŠKODA), Revlon, Mitchum, Thrifty,
Gardena Australia (Husqvarna) & Dell.
• Lead a team of 3 Performance specialists ranging across digital specialisms (Paid Search, Social,
Digital Display, Mobile), working on the above digital companies.
• Build and lead the agency relationships with key media suppliers (Facebook, Instagram, Google,
YouTube, Twitter, Marin Software, and Sizmek).
• Work with key clients to evolve their e-Commerce strategies (Multi-channel attribution,
Developing Tailored Content, Mobile Approach, & Social Plan) to improve the customer path-to-
purchase (P2P) experience.
• Cross-sell key new business areas, including Facebook & Youtube advertising, generating
bespoke branded content, website content projects, new opportunities (i.e. affiliate marketing).
• Train new members of the team in search and social. Develop assistants & executives skill sets
and help them get to the next level in their career road map.
• Create digital strategies for the Volkswagen Group integrating Paid Search/SEO/Digital
Display/Social.
Achievements:
• Grew Audi Australia's online sales by 22% last year, whilst increasing Digital ROI by 12%.
• Created Digital Strategies for Dell Australia (Consumer & Business), Audi Australia & ŠKODA
Australia integrating a mix of Paid Search/SEO/Digital Display/Social.
• Led the integration of paid search & social for Audi Australia and implemented a conversion-
based solution that allowed for better multi-channel attribution, thus providing valuable insights
into consumer behaviour.
• Implemented ad copy & landing page tests to better understand consumer behaviour by analysing
website analytics data, staying up-to-date with and identifying industry trends, as well as
understanding where website visitors are clicking through heat mapping tools.
• Grew revenue generated by Audi Australia PPC team from $750,000 to $1,000,000 for Paid
Search & from $200,000 to $400,000 for Paid Social (Facebook, YouTube, Instagram, Twitter)
through successfully developing a highly targeted, advanced social strategy (Fan Acquisition,
Engagement, and Lead Generation) for Audi Australia focusing on hitting the customer with the
correct message at each stage of their online purchase cycle.
o Uploaded segmented email database (Leads/Prospects/Current Customer/Past
Customers) to Facebook’s Ad Platform to create Custom Audiences & Look-a-like
Audiences of.
o Implemented Facebook’s Website Custom Audiences (WCA)
o Implemented an automotive first-to-market brand campaign on Instagram
o Created & Utilised Youtube re-marketing audiences as well as developed evolving
annotation/content strategies
o Worked with publisher contacts to secure & run tests such as ‘Brand Lift Surveys’, ‘Ad
Re-call Studies’, and ‘Search Uplift Studies’ to better understand the effect of when
various media (i.e. TV, Digital Display) enter the market & whether the content
influences what people search for when they go online.
o Used Hitwise, SEM Rush, AdGooroo & Social Monitoring tools to conduct CSA Audits
which allowed us to understand where consumers are coming from prior visiting the
Audi website and where they were going afterwards. These tools also allowed us to
monitor competitor behaviour which had the potential to identify opportunities in the
marketplace.
• Managed a team of 2 assistants and 1 executive ensuring they reached their monthly KPI’s and
sales targets for each client across Paid Search & Paid Social.
• Provided training on PPC/Social/Excel Tips (report automation, vlookups, sumifs, pivots, slicers,
conditional formatting, goal seek etc.) and client management to new staff & internal teams.
• Ran Search & Social PPC 101 sessions for clients (Manager/Director levels)
SEM & SOCIAL MEDIA EXECUTIVE Mediacom May 2012 – December 2014
3

4. Responsibilities:
• Managed assistants & executives, new starters & and interns while ensuring maximum ROI.
• Build and manage effective working relationships with clients, engines and technology partners.
• Manage monthly budgets of up to AUD 300k across multiple clients and platforms.
• Lead Search strategy for clients from development and implementation to on-going optimisation
to ensure goals are met; develop growth plans to increase media spend for existing clients.
• Implement tracking solutions utilising bid management and analytics tools for revenue and lead
generation search campaigns; develop reports by extracting data from various tracking
technologies
• Manage relationships with partner agencies (i.e. Facebook, Google, Yahoo, Sizmek, Marin,
Social.com, Facilitate etc.)
Achievements:
• Led Social Media/SEM presentations to various departments, as well as client briefing, proposals
and post campaign analysis.
• Managed the transition of multiple clients to Marin, Sizmek, Facilitate, ZAP 24/7 Tracking,
Google Analytics based on specific goals.
• Restructured WBG/SBG Search accounts across all portfolios returning a positive ROMI.
• Collaborated with engine partners and digital & offline teams to develop integrated marketing
plans, delivering search solutions to clients through performance and strategy presentations.
• Successfully pitched for new SEM clients & accounts; Random House (Social), Winter in Sydney
(Search), Bank of Melbourne (Social).
• Pitched for the B&T Employer of the Year Award 2012 and was successful in obtaining the title
despite the company experiencing its highest staff turnover rates at the time.
• Head of Group M Sports 2013/14, Member of the Mediacom Social Committee 2013/14; member
of the New Starter Buddy Program 2013/14.
PPC SEARCH ASSISTANT Mediacom July 2011 – April 2012
Responsibilities:
• Build and manage effective SEM campaigns from Briefing, Strategy Development, Response to
Brief, Implementation, Pacing & Optimisation, Post Campaign Analysis & Reporting, Providing
insights for moving forward.
• Forecasting, budgeting and campaign creation through the development of effective strategies and
proactive relationship building with the client, agency, engine and technology partners.
• Manage monthly budgets of up to AUD 100k across multiple clients and platforms.
• Contribute to client and team strategy by testing new ideas to expand and improve search
campaigns while developing and improving long term execution plans for client's stated business
objectives.
Achievements:
• Led Strategy development, implementation and on-going management of Facebook campaigns
across all Search clients
• Developed and implemented a training program for new hires on the Search team; creating
training resources, implementing training schedule and process, directing on-going training
sessions.
• Managed Search campaign budgets and determined the best mix of search partners to allocate to
the budget based on client's objectives.
• Provided Analysis of Search campaign data to identify trends and key insights to achieve target
metrics based on client goals; analysed industry trends and competitors while leveraging data to
develop opportunistic strategy.
• Researched and developed keywords and corresponding creative for search campaigns; analysed
performance and executed resulting keyword optimisations, creative testing and landing page
testing.
EXTRA-CURRICULAR
• Cricket, boxing, international travel, the guitar and long boarding
• International Exchange Program (Berlin 06 & Miami 09)
4

5. • Fund raising for various Sri Lankan & Philanthropist Charities
REFEREES:
Available upon request.
5

6. • Fund raising for various Sri Lankan & Philanthropist Charities
REFEREES:
Available upon request.
5