Associate Director – Biddable Media at WPP Media (GroupM) (2024-08 – Present)
Clients: SonyLIV, ICICI Pru AMC, SOTC, VI (Vodafone-Idea)
- Grew new user acquisitions for a leading Mutual Fund (AMC) client by 235% in 10 months — building a new app campaigns vertical from the ground up and optimising across platforms to hit CPA and CAC targets.
- Delivered a 30% improvement in Cost per Acquisition for a major BFSI client through channel diversification, bid strategy, and funnel conversion optimisation.
- Increased lead volume by 35% for a top Travel & Tourism client via an expanded channel mix, refined audience strategy, and landing page / CRO optimisation.
- Identified, onboarded and scaled new acquisition channels beyond core biddable — affiliate networks, programmatic, and third-party performance partners — unlocking incremental volume across all client accounts.
- Owned campaign planning, budget allocation and forecasting across accounts — establishing KPIs and delivering regular performance reporting and insights to senior stakeholders.
- Owned the creative testing roadmap across accounts — defining test frameworks, briefing creative teams from learnings, and reading results to inform scaling decisions.
- Led and developed a team of 10 marketers — establishing training programmes, SOPs, and campaign review processes to drive consistent execution and team growth.
- Executed full-funnel campaigns across biddable platforms — using Brand Lift studies to measure awareness impact and optimise upper-funnel performance alongside demand generation.
- Won and onboarded two new clients through successful pitches; architected a major Travel client's complete digital marketing infrastructure.
- Managed senior stakeholder and client relationships across all accounts, driving cross-functional alignment with creative, analytics, and vendor teams.
Associate – Biddable Media at Performics (2022-01 – 2024-07)
Clients: WeWork, CRED, CASHe, Airtel
- Managed end-to-end campaign strategy across 5 key accounts, with monthly budgets from ₹50L to ₹7 Cr — including budget planning and forecasting.
- Grew ROAS from 16 to 25 through structured A/B and creative testing, bid strategy refinement, audience segmentation, and landing page / CRO optimisation.
- Built mobile measurement and attribution frameworks using AppsFlyer, Branch, and Google Tag Manager — implementing event tagging and conversion tracking for accurate cross-channel reporting.
- Pioneered a new B2B acquisition channel for a leading Telecom client by identifying and onboarding third-party and self-serve platforms — significantly expanding enterprise reach.
- Mentored junior team members — introducing onboarding frameworks, platform training modules, and performance review processes.
Digital Marketing Executive at TechnoTan Australia (2018-11 – 2020-03)
- Led SEO strategy — keyword research, competitive analysis, and technical SEO implemented with web development teams — alongside a full mobile-responsive site revamp that improved organic visibility and on-site conversion.
- Built and owned end-to-end email lifecycle automation in Infusionsoft — welcome/onboarding, abandoned cart, repeat-purchase win-back, and post-purchase journeys — using behavioural and transactional segmentation for personalisation.
- Owned a WooCommerce D2C store end-to-end — product inventory, content, and site management.
- Ran landing page and CRO optimisation to improve on-site conversion from paid and organic traffic.
Digital Marketing Executive at Mind Technologies (2016-07 – 2018-11)
- Managed Google Ads and Facebook campaigns — hands-on keyword, bid and ad copy optimisation, Quality Score and impression share management, and budget pacing.
- Conducted keyword research and competitive analysis to inform paid search and organic content strategy.
- Created brand marketing content and promotional material for owned and operated channels, supporting campaign and lead generation activity.
- Managed the subscriber database and executed targeted, segmented email campaigns.
