Shrayav Sikdar — Business Development Executive

Most D2C brands don’t have a marketing problem. They have a profit measurement problem. When growth looks good on dashboards but the balance sheet says otherwise - the issue isn’t strategy. It’s structure. I build profit-first growth systems for D2C brands - where every decision is backed by data, margin, and contribution math, not just ROAS. Over the last few years, I’ve worked with high-scale brands (₹10Cr+/month) to rebuild their analytics and creative engines around profitability. What that looks like: ✅ Modelling marginal ROAS to isolate true incremental return from paid channels ✅ Building quartile-based LTV and retention curves to spot profitable cohorts early ✅ Separating discount vs full-price contribution to reveal hidden profit leaks ✅ Designing creative testing systems that compound learnings instead of guesses Recent wins: → Built a profit measurement layer for a ₹10Cr/month fashion brand - mapping marginal ROAS and contribution across Meta, Google, and Shopify in real time → Uncovered 28% profit loss from discount-led re-purchases - and re-engineered offer strategy around contribution margin tiers → Created a quartile-based LTV model that doubled high-value retention for a wellness brand within 90 days → Deployed Adbuffs Insights - an internal analytics framework now running across 15+ D2C accounts What sets me apart: • Finance-first approach to growth - blending analytics, creative, and contribution logic • Frameworks refined on ₹1Cr-₹10Cr/month D2C accounts • Systems built to scale profitably - not just faster If you’re a founder who’s scaling but unsure where your profit actually comes from - I built something for you. Drop a hi here on LinkedIn and let's chat!

Stackforce AI infers this person is a Performance Marketing Specialist in the E-Commerce sector.

Location: Gurugram, Haryana, India

Experience: 7 yrs 2 mos

Skills

Performance Marketing
Marketing Analytics
Profitability Modeling
Business Strategy
Digital Marketing
Project Management

Career Highlights

Built profit-first growth systems for D2C brands.
Developed analytics frameworks for high-scale brands.
Achieved 28% profit recovery through strategic re-engineering.

Work Experience

Adbuffs

Manager - Growth Intelligence | AI + Analytics (9 mos)

Manager - Performance Marketing (11 mos)

PROHED

Sr. Manager - Performance Marketing (2 mos)

Adbuffs

Manager - Performance Marketing (2 yrs 1 mo)

Performance Marketer (1 yr 6 mos)

I-PAC (Indian Political Action Committee)

Associate Campaign Manager (6 mos)

ICICI Bank

Key Account Manager (8 mos)

Product Manager - Wealth (9 mos)

Amul (GCMMF)

Summer Intern (2 mos)

Education

PG Certification in Digital Marketing and communication at MICA | The School of Ideas

Master of Business Administration (MBA) at Indian Institute of Social Welfare and Business Management

Bachelor of Commerce - B.Com at Calcutta University, Kolkata

Shrayav Sikdar

Business Development Executive

Gurugram, Haryana, India7 yrs 2 mos experience

Most Likely To SwitchAI Enabled

Key Highlights

Built profit-first growth systems for D2C brands.
Developed analytics frameworks for high-scale brands.
Achieved 28% profit recovery through strategic re-engineering.

Stackforce AI infers this person is a Performance Marketing Specialist in the E-Commerce sector.

Contact

Skills

Core Skills

Performance MarketingMarketing AnalyticsProfitability ModelingBusiness StrategyDigital MarketingProject Management

Other Skills

Attribution ModelingMarketing AutomationTeamworkcustomer analyticsPaid Media AdvertisingMulti-Channel MarketingE-CommerceTeam ManagementStrategic PlanningAnalytical SkillsPaid Media StrategyMicrosoft ExcelGoogle BigQueryPredictive AnalyticsPrompt Engineering

About

Experience

7 yrs 2 mos

Total Experience

2 yrs 4 mos

Average Tenure

5 yrs 3 mos

Current Experience

Adbuffs

2 roles

Manager - Growth Intelligence | AI + Analytics

Promoted

Jul 2025 – Present · 9 mos · Kolkata, West Bengal, India · On-site

I design systems that turn marketing noise into clarity.
My focus is on building internal infrastructure that transforms scattered data into decision-ready frameworks across performance, creative, and commerce.
At Adbuffs, I’ve replaced vendor-led reporting with self-owned tools that unify all Shopify, marketing, and campaign data into a single, real-time source of truth.
Highlights:
Automated Shopify pipelines: Collect, validate, and update data across all stores via Google Apps Script - no manual effort, no lags
Vendor-free dashboarding: Looker Studio surfaces sales, product, customer, and campaign insights daily, fully synced to business operations
Pulse: Meta campaign evaluator (co-created with Abhishek Maity) that flags scale/pause calls - so media buyers focus on action, not reporting
Breakeven Calculator: Planning layer in Sheets that models ROAS thresholds and profit scenarios instantly
Marginal ROAS Logic: Moves beyond averages - pinpoints diminishing returns to enable smarter budget allocation
Attribution Framework: Maps campaign and channel impact across the full customer journey - shaping retention and acquisition planning
The goal: fewer dashboards, more decisions.
Every system I build is designed to reduce friction, increase alignment, and make performance measurable at its edges.

Performance MarketingMarketing AnalyticsAttribution ModelingMarketing AutomationProfitability Modeling

Manager - Performance Marketing

Aug 2024 – Jul 2025 · 11 mos · Kolkata, West Bengal, India · On-site

Jack of many, master of none - by design.

Prohed

Sr. Manager - Performance Marketing

Jun 2024 – Aug 2024 · 2 mos · Gurugram, Haryana, India · On-site

Let's just call it a mismatch of expectations and leave it at that.

Adbuffs

2 roles

Manager - Performance Marketing

Apr 2022 – May 2024 · 2 yrs 1 mo · Kolkata, West Bengal, India · On-site

I scaled both the systems and the people behind Adbuffs’ performance engine - driving new user growth while building operational muscle across teams and tools.
Highlights:
Performance Campaign Design: Delivered SEM, PPC, and retention campaigns focused on CPA reduction and ROI lift across acquisition funnels
Acquisition System Layer: Mapped customer journey touchpoints and identified conversion drop-offs to shape media and creative strategy
DCO Rollout: Introduced Dynamic Creative Optimization to unlock scalable ad personalization and accelerate learning cycles
Team Build Strategy: Hired, trained, and led a team of 6 Media Buyers - standardizing execution, pacing, and creative testing workflows
Cross-functional Velocity: Managed internal and external stakeholders to enable faster go-to-market for new campaigns and formats

TeamworkProject Managementcustomer analyticsPaid Media AdvertisingMulti-Channel MarketingE-Commerce+8

Performance Marketer

Sep 2020 – Mar 2022 · 1 yr 6 mos · Kolkata, West Bengal, India · On-site

Campaign creation across multiple platforms: Built, monitored, optimized, and evaluated campaigns with full-cycle reporting
Audience-product fit: Assessed client products and selected audience/targeting strategies based on performance alignment
Creative strategy: Applied performance-driven creative frameworks to improve sales lift across accounts
Acquisition systems: Mapped touchpoints in the funnel to identify conversion trends and shape platform strategy

TeamworkProject ManagementMulti-Channel MarketingE-CommercePerformance MarketingBusiness Strategy+3

I-pac (indian political action committee)

Associate Campaign Manager

Feb 2020 – Aug 2020 · 6 mos · Kolkata, West Bengal · On-site

Zonal Lead Field Co-ordination Unit - West Bengal Elections, 2021
Coordinating with 30+ field team members across 50 Assemblies to deliver campaign objectives
Undertaking end-to-end Quantitative Research for Competitor Analysis in West Bengal for the client's operating landscape
Liaising with the key stakeholders (Members of the Parliament & Legislative Assembly) to execute ATL & BTL campaigns to maximise user-engagement

TeamworkProject Managementcustomer analyticsDigital MarketingTeam ManagementAnalytical Skills+2

Icici bank

2 roles

Key Account Manager

Apr 2019 – Dec 2019 · 8 mos

Managing the portfolio of 150+ HNI clients (AUM INR 500 mn.) to provide financial advisory by undertaking a needs analysis
Maximizing client-retention & profitability by increasing wallet share via a holistic banking service delivery channel
Maintaining customer relation & improving client stickiness by cross-selling & up-selling banking products & services
Focusing on business development & growth across revenue channels through assets, liabilities, investments & trade
Synergizing with multiple verticals including business banking, corporate lending to create an end - to – end solution

TeamworkProject ManagementBusiness StrategyAnalytical SkillsMicrosoft Excel

Product Manager - Wealth

Jun 2018 – Mar 2019 · 9 mos

Provided pre-sales support to the Pan India Sales team (wealth) regarding insurance product, employee activation etc.
Collaborated with the Marketing & Branding teams to develop & deliver internal & external communications
Identified the bottlenecks & assisted in improved processes implementation for seamless transactional relations
Initiated feedback-based product development & modification to implement changes to maximize client satisfaction
Analyzed & delivered risk profiling reports for the segment’s clientele for the right product targeting & positioning
Worked as a liaison with the Legal, Compliance, Marketing & other stakeholders to comply with the bank requirements

TeamworkProject Managementcustomer analyticsBusiness StrategyTeam ManagementAnalytical Skills+1

Amul (gcmmf)

Summer Intern

May 2017 – Jul 2017 · 2 mos · Kolkata Area, India

Delivered a study on Competitor Analysis for Amul in the ice-cream segment in Kolkata (North)
Prepared a study on Comparative Analysis for the profitability models & promotion tools of the market players
Prepared a Qualitative Research study on the current market of ice-cream in Kolkata.

TeamworkProject ManagementBusiness StrategyAnalytical SkillsMicrosoft Excel