Performance Marketing Lead

Owned in-house paid acquisition for Spocket, Alidrop, and Dropshiptool, working directly with the CEO across Google Ads and Microsoft Advertising. Rebuilt accounts with broken or near-zero revenue attribution, using true Stripe revenue to guide profitability, campaign optimization, and budget decisions.

Improved Alidrop revenue-to-spend from 0.56x to a 2.48x peak, generated $1.32M revenue from $527K Google spend for Spocket, and increased Dropshiptool ROAS from 0.37x to a 3.91x peak. Designed UTM and GCLID tracking that reduced the Stripe-versus-Google conversion discrepancy from 36% to 17%, and built Apps Script and Google Ads API automations for daily revenue-versus-cost and Pareto-tiered dashboards.

Ran controlled scale-or-kill tests across Meta, Reddit, and OpenAI Ads, maintained investment in profitable search channels, and performed country-level analysis to reverse damaging location exclusions. Also managed affiliate-channel onboarding and screening through PartnerStack and Impact Radius, receiving the January Top Performer / Dependable Excellence Award.

Led paid media for 20–25 real estate, education, and healthcare brands with approximately $480K in monthly ad spend, primarily across Google Ads and Meta. Managed a team of more than 15 specialists spanning Google Ads, Meta, GA4, GTM, and DV360.

Established campaign, testing, and reporting SOPs and delivered scenario-based optimization training. Implemented Enhanced Conversions and resolved CRM-to-platform data gaps, improving cost per lead by 15–20%.

Resolved a major attribution conflict involving Google reporting and LeadSquared CRM data by establishing the CRM as the optimization source of truth. Created a full-funnel creative evaluation framework connecting CTR, CPC, and view rate to MQL, SQL, and sales outcomes.

Managed large-budget Google Ads and Meta advertising accounts for Decathlon, Country Delight, and ICICI Direct. Focused on performance optimization, reporting, and client business outcomes.

Led a team of five through weekly and bi-weekly performance reviews, delivered Google and Meta training, and represented the division during monthly business reviews. Received Best Employee of the Month recognition.

Managed high-value paid media budgets for real estate and education clients across Google Ads, Meta, LinkedIn, YouTube, and display advertising.

Built new-business pitch decks and supported campaign strategy, media planning, execution, and performance reporting for client accounts.

Managed Australian e-commerce performance marketing campaigns and optimized paid acquisition activity.

Improved ROAS from 2x to 4x through Google Merchant Center feed optimization and campaign segmentation.

Coached a team through daily performance management and operational support.

Prepared and presented weekly dashboards during client reviews, communicating team performance and key operational metrics.

Managed relationships with more than 40 advertising agencies and conducted quarterly business reviews with C-level stakeholders.

Led a 10-member team in the reporting manager's absence and received a Silver Award and five Bronze Awards for performance.

Post Graduate Diploma in Management with a specialization in Marketing Management.