Headline

Growth & Performance Marketing Leader | Digital Strategy | Paid Media Strategy

About

Accomplished Performance & Growth Marketing Leader with 11 years of experience driving scalable growth, customer acquisition, and business expansion across diverse industries, including Real Estate, Healthcare, E-commerce, Education, Hospitality, App-based Technology, and Banking. Proven expertise in paid media strategy, budget ownership, and cross-channel performance marketing across Meta, Google, TikTok, and programmatic ecosystems. Strong track record of scaling campaigns through data-driven experimentation, creative testing, and audience optimisation, while improving ROAS, CAC, and contribution margins. Experienced in leading high-performing teams, owning end-to-end attribution and measurement (GA4, GTM, CAPI), and partnering cross-functionally to drive profitable growth.

Location

Greater Bengaluru Area

AI stack

claude

elevenlabs

meta

notebooklm

openai

ChatGPT

Work experience

Performance & Growth Marketing Manager at Truecaller, Mar 2021 - Present · 5 yrs 8 mos, Bengaluru, Karnataka, India, • Own growth marketing strategy across business units, driving user acquisition, subscription growth, B2B lead generation & revenue expansion. • Scale full-funnel performance marketing across Google Ads (Search, PMAX, UAC, Display, YouTube), Meta, & Bing, increasing active users by 3× and conversions by 25% through audience targeting, funnel optimisation, and strategic budget allocation. • Drive user acquisition and subscription growth through experimentation across creatives, landing pages, targeting, theme-based ad groups, and deep-funnel event optimisation, reducing CAC and improving CPS. • Lead B2B demand generation for Truecaller for Business through Search, Display, and LinkedIn campaigns, increasing qualified leads by 40% via CRM-driven nurturing and retargeting. • Gained hands-on exposure to international markets, including the US, Israel, Nigeria, the UK, Sweden, Egypt and Southeast Asia, driving performance strategies tailored to diverse consumer behaviours and regional dynamics. • Develop digital marketing and GTM strategies in collaboration with Product, Analytics, and Sales teams, driving a 20% increase in feature adoption and enhancing customer retention. • Own measurement and performance tracking using GA4 and analytics tools, enabling data-driven decision-making. • Leverage marketing analytics and AI-powered automation to optimise campaigns, improve audience segmentation, automate lead generation, and maximise marketing ROI.

Performance Marketing Manager at iQuanti, Inc., Sep 2020 - Jan 2021 · 5 mos, Bengaluru, Karnataka, India, • Responsible for developing Performance Marketing strategies and Media Planning for US-based Banking and B2B Technology clients. • Owned and managed an overall budget of $80k per month. • Built, analysed and constantly improved the performance of campaigns through optimising the campaign/account structure, bid, and budget optimisation. • Participated in new business pitches and was instrumental in closing 2 new accounts for the agency. • Increased 30% monthly leads from Google Ads and Display Ads for a leading international banking group. • Define and implement routine reports (weekly/monthly).

Performance Marketing Manager at Social Beat, Oct 2019 - Aug 2020 · 11 mos, On-site, • Developed strategic media plans and pitch decks for Business Development across verticals for performance and branding campaigns in Real Estate, E-commerce, Automotive, Fintech, Edtech, and Social Impact sectors. • Led end-to-end account management, overseeing implementation, operations, and strategy while managing daily client interactions, resulting in full ownership of multiple clients' accounts. • Spearheaded ROI-driven digital marketing strategies across paid platforms, including Google Ads (Search, Display, YouTube, Discovery, TikTok, App install (UAC/UACe), affiliate networks & Meta ads delivering scalable user acquisition and brand growth. • Maintained Advertisement (Ad) spends of ₹5 Cr+ per month while garnering 3X ROI, delivering target key performance indicators (KPIs), and optimizing customer acquisition cost (CAC). • Strategized and executed full-funnel user journeys for E-commerce using YouTube and Discovery campaigns—leveraging TOFU, MOFU, and LOFU frameworks to drive awareness, consideration, and conversions, resulting in a 5x increase in ROAS • Managed and mentored a team of 4 members. • Played a pivotal role in the growth of the Bangalore branch - helped scale the team from 5+ members to 40+ members.

Senior Performance Marketing Specialist at Social Beat, Jan 2018 - Sep 2019 · 1 yr 9 mos, Bengaluru, Karnataka, India

Performance Marketing Specialist at Sphere Travelmedia and Exhibitions Pvt Ltd, Sep 2016 - Jan 2018 · 1 yr 5 mos, Bengaluru, Karnataka, India, • Managed and optimised paid campaigns across Google Ads and social media platforms, focusing on ROI-driven performance and audience targeting. • Conducted A/B testing on ad creatives, copy, and landing pages to improve conversion rates and reduce cost per acquisition (CPA). • Analysed campaign data using tools like Google Analytics and Excel, providing actionable insights to improve budget allocation and performance metrics. • Collaborated with content, design, and product teams to align marketing strategies with business goals and ensure cohesive messaging. • Regularly monitored KPIs such as CTR, CPC, ROAS, and CVR, generating performance reports and recommending improvements for scaling campaigns.

Performance Marketing Specialist at Digital Focus India, Aug 2015 - Aug 2016 · 1 yr 1 mo, Bengaluru, Karnataka, India, • Worked on basic SEO & SEM, including keyword research, on-page optimisation (meta tags, internal linking), and content alignment for search engines. • Assisted with off-page SEO like directory submissions, forum posting, article submissions, and link building to boost website authority and traffic. • Supported domain research, registration, and hosting, and contributed to creating SEO-friendly websites and blogs. • Gained hands-on experience with paid advertising concepts and keyword research relevant to SEM campaigns (Google Ads fundamentals). • Collaborated on website testing, analysed business requirements, and coordinated with teams to resolve technical and customer-reported issues. • Handled internal and external escalations in the absence of the team lead, ensuring smooth issue resolution and communication across teams.

Education

Master of Business Administration - MBA, Marketing, The University of Western Australia

Advanced Business Management, Marketing, Indian Institute of Management, Kozhikode

Bachelors Of Technology, Computer Science & Engineering, Dr. A.P.J. Abdul Kalam Technical University (AKTU), Lucknow