Headline

Associate Director - Biddable @ WPP Media | User Acquisition · Paid Media · App Campaigns · Funnel Optimization · Affiliates · Partnerships | Ex- Stable Money, Performics (Publicis Groupe), Delta Exchange

About

Growth & Performance Marketing professional with 4 years of experience helping app-first brands and startups scale efficiently. My expertise lies in building full-funnel growth systems — from user acquisition to retention - by combining data-driven media planning, sharp creative testing, and close collaboration with product and tech teams. 🔹 What I bring to the table: Deep experience in Google App Campaigns (UAC), Meta Ads, Apple Search Ads, affiliates, influencers, and partnerships. Strong focus on funnel optimization, lifecycle marketing, remarketing cohorts, and user journey design. Skilled in attribution and measurement using GA4, Firebase, AppsFlyer, GTM, and Conversion API. Proven ability to align with stakeholders across leadership, product, design, and content to drive growth outcomes. Experience setting up scalable affiliate programs and partnership ecosystems from scratch. 🔹 How I work: I believe performance marketing isn’t just about running ads — it’s about orchestrating channels, product, and user experience together to build sustainable growth engines. 🔹 Specialties: Performance Marketing · Growth Marketing · User Acquisition · Google Ads · Google App Campaigns (UAC) · Meta/Facebook Ads · Apple Search Ads (ASA) · Affiliates & Partnerships · Influencer Marketing · Paid Media · Funnel Optimization · Cohort Analysis · Retention & Lifecycle Marketing · GA4 · Firebase · AppsFlyer · GTM & Conversion API · Consumer Apps · Startups · Fintech · Gaming

Location

Greater Bengaluru Area

AI stack

claude

gemini

ChatGPT

ChatGPT Images

Work experience

Associate Director - Biddable at WPP Media, Jun 2026 - Present · 3 mos, Bengaluru

Performance Marketing at Delta Exchange, Oct 2025 - Jun 2026 · 9 mos, Remote

Growth at Stable Money, Aug 2024 - Oct 2025 · 1 yr 3 mos, Bengaluru, Karnataka, India, ✓ Owned end-to-end performance marketing across Google App Campaigns (UAC), Meta Ads, Apple Search Ads, affiliates, influencers & partnerships. ✓ Drove 3X user growth and revenue scale through app campaigns, paid media, and full-funnel optimization. ✓ Built affiliate & partnership program from scratch, onboarding brands like Paytm, Navi, Cred, GPay, Ixigo & Cheq. ✓ Collaborated cross-functionally with product, tech, design, SEO & content teams to optimize funnels and improve retention. ✓ Partnered with leadership & stakeholders to align budgets, KPIs & growth roadmaps while managing multi-crore monthly spends. ✓ Enabled retention uplift by identifying high-value cohorts and win-back opportunities for the retention team. ✓ Supported brand campaigns (YouTube, TV, Print) to amplify performance results.

Associate at Performics India, Apr 2023 - Aug 2024 · 1 yr 5 mos, Bengaluru, Karnataka, India · Hybrid, ✓ Managed multi-crore monthly spends (₹2–4 Cr) across biddable channels, driving ROI-focused growth for MPL categories (WinPatti & Games). ✓ Developed full-funnel Meta strategies (awareness → conversion) and optimized across Google Ads, Meta, and ASA. ✓ Cut CAC significantly through structured experiments, A/B testing, and audience/creative optimization. ✓ Acted as primary client POC, managing stakeholders, aligning KPIs, and driving campaign performance. ✓ Delivered actionable insights by testing campaigns & analyzing funnels, strengthening long-term media strategy.

Analyst - Biddable Media at Performics India, Mar 2022 - Mar 2023 · 1 yr 1 mo, Bengaluru, Karnataka, India · Hybrid, ✓ Executed Google Ads, Meta Ads & Apple Search Ads campaigns, optimizing for installs and conversions. ✓ Reduced CAC (~30% in Games, ~80% in WinPatti) through deep optimization and targeting improvements. ✓ Built reporting dashboards & insights using Excel, Google Analytics, and AppsFlyer for data-driven decision-making. ✓ Improved funnel efficiency & conversion rates by analyzing attribution data and user behavior.

Education

Bachelor of Technology - BTech, Electrical Engineering, Meghnad Saha Institute Of Technology(MSIT)

The Marketing Launchpad, Kraftshala

Public links

linkedin.com: https://www.linkedin.com/in/animeshpaul19