Nov 2021 – Oct 2022 · 11 mos · Gurugram, Haryana, India · On-site

• Led a team of 6+ members in executing marketing strategies and achieving business goals.
• Planned and executed user acquisition strategies and full-funnel analysis to meet targeted ROI.
• Took data-driven actions to optimize various marketing channels, including Google, Meta, LinkedIn, Taboola, Outbrain, and affiliate partners, ensuring goal achievement.
• Conducted full-funnel analysis to optimize metrics such as cost per lead, cost per conduction, cost per purchase, lead-to-booking %, booking-to-conduction %, and conduction-to-purchase %.

Feb 2021 – Nov 2021 · 9 mos

• Part of the Central Growth Team, helping businesses achieve growth goals through digital marketing channels.
• Planned and monitored paid digital campaigns for brands like TOI+ (News & Entertainment), Gaana, Times Prime, Times Club (targeting NRIs in the US), Bennett University, and ET Money (Lead Campaigns), with a focus on reducing customer acquisition costs (CAC) for different businesses.
• Collaborated with the product and tech teams to implement various third-party tool integrations, including AppsFlyer, Branch, CleverTap, Facebook, Google, and Defer Deep Link (DDL) technology.
• Provided the product team with valuable insights for improving user retention, leveraging competitor analysis, app analytics, and feature assessments.
• Supervised a variety of campaign types, including App Engagement, App Install, Remarketing, RLSA, Search, Display, Shopping, CPC, CPV, and CPM, to drive growth and maximize ROI.

Aug 2019 – Jan 2021 · 1 yr 5 mos

Feb 2019 – Aug 2019 · 6 mos · Gurgaon, Haryana, India · On-site

• Managed campaigns on self-serve paid platforms such as Google Ads, Facebook Ads, Criteo & Twitter to drive traffic and conversions.
• Ensured management of affiliate networks, publishers, and brand alliances, ensuring alignment with campaign goals and maximizing partnerships.
• Played a key role in digital marketing budget management, ensured allocation & continuous optimization to maximize ROI.
• Led the strategic planning and execution of digital growth initiatives, focusing on expanding reach and driving business results

Jun 2017 – Feb 2019 · 1 yr 8 mos · Noida, Uttar Pradesh, India

• Plan and execute paid marketing campaigns for Paytm & Paytm Mall.
• Managed Paytm App Install using different channels & Different categories for Paytm Mall.
• Performance Marketing, New User Acquisition, Retention & Dormant campaigns using different Channels.
• Channels are:
• 1) Google Adwords: Search, GDN, Remarketing, PLA, Dynamic Remarketing, Youtube, App Engagement, App Install (UAC).
• 2) Facebook Ads: App Install, Remarketing, App Engagement, product based targeting, DPA(Dynamic product ads), Video campaign, Dormant Campaign.
• 3) Twitter Ads: App Install, Remarketing, App Engagement.
• 4) DoubleClick Manager: Branding, App Install, App Engagement.
• 5) Taboola: App Install.
• 5) Google Analytics: Custom Reports, Audience, Revenue, Product performance, etc.
• 6) Appsflyer: App Install tracking, Retention, Cohort Tracking & Analysis of quality installs.
• 7) Branch: App Install tracking, Retention, Cohort Tracking, Analysis of quality installs & reinstalls mechanism.

Jul 2014 – Jun 2017 · 2 yrs 11 mos · Delhi, India · On-site

• Managed Search, Display, and Mobile campaigns across platforms like Google, Bing & Facebook, drove targeted traffic & conversions.
• Operated in diverse markets, including the USA, Canada, New Zealand, Australia, India, and the Middle East, adapting strategies for regional success.
• Analyzed landing pages and SEM traffic through Google Analytics to improve user experience and campaign performance.

Mar 2013 – Jul 2014 · 1 yr 4 mos · Noida, Uttar Pradesh, India