Karishma Daiyya

Growth & performance marketer with 5+ years of experience in planning, executing, and optimizing ROI-driven campaigns across global markets (US, UK, UAE). Skilled in improving CAC, ROAS, LTV, and retention across D2C, BFSI, B2B, and OTT verticals. Adept in using tools like Google Ads, Meta Ads, GA4 and Zapier to drive growth and efficiency.

Strong collaborator with cross-functional teams to deliver creative strategies, root-cause analyses, attribution experiments, and data-backed campaign recommendations.

Freelance Growth Marketing Consultant at Freelancer (2025-11 – Present)

• Working with D2C, BFSI, and service-based brands on performance marketing and growth strategy projects.
• Managing end-to-end paid media campaigns across Meta, Google, and LinkedIn with a focus on lead generation and ROAS.
• Supporting brands with funnel optimization, creative strategy, audience targeting, and conversion tracking setup.

Paid Media Senior Manager at GroupM Media (2024-05 – 2025-10)

• Owned end-to-end strategy, budgeting, execution, and performance audits for OTT and D2C clients.
• Increased ROAS from 0.8x to 2x for L'Oreal by overhauling Meta, Google, and YouTube campaigns.
• Led end-to-end onboarding and execution of Amazon Prime OTT branding campaigns.
• Co-created campaign pitches using audience insights, CAC-LTV analysis, and industry benchmarks.
• Led and mentored a 2-member performance marketing team, improving efficiency and campaign ROAS through optimization SOPs and weekly reviews.

Paid Media Manager at GroupM Media (2023-04 – 2024-04)

• Scaled ROAS from 3x to 7x for a luxury skincare brand using A/B testing and Google Search segmentation.
• Built and optimized full-funnel paid media strategies across Meta, Google, and YouTube.
• Achieved KPIs for awareness, lead generation, and acquisition through iterative testing.

Paid Media Executive at Togglehead Digital PVT LTD (2022-06 – 2023-04)

• Managed daily campaigns for 8–10 B2B, BFSI, and D2C clients including app installs and lead generation.
• Delivered ₹100Cr+ in revenue and 4,000+ leads for a BFSI client through optimized CAC-based strategy.
• Presented campaign results using ROAS, LTV, and retention metrics in executive reviews.
• Played a key role in achieving a 2x ROAS for a B2B UK-based Fintech client.

MBA in Marketing – Mumbai University (2019-04)

Bachelor of Commerce in Accounting – Mumbai University (2017-04)