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Performance and lifecycle for D2C brands, 5 years.
- ROAS3.4× on ₹9Cr spend
- CAC−28% in 2 quarters
- Repeat rate+11 pts via lifecycle
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Performance marketer with 5 years running paid and lifecycle for D2C brands. Manages ₹9Cr annual spend at 3.4× ROAS; cut CAC 28% in two quarters by rebuilding creative testing around hook rate.
Performance Marketing Lead, Glow&Co · Aug 2022 – Present
- Manage ₹9Cr annual paid spend across Meta and Google at 3.4× blended ROAS
- Cut CAC 28% in two quarters by rebuilding creative testing around hook rate and 3-second holds
- Launched lifecycle flows in MoEngage; repeat-purchase rate +11 points
- Lead a team of 3 and 2 agencies; weekly spend reviews with the CEO
Growth Marketing Manager, FitBox · Mar 2020 – Jul 2022
- Scaled Meta spend from ₹20L to ₹1.4Cr a month while holding ROAS above 2.8×
- Built the attribution model in SQL + Mixpanel that reallocated 30% of budget to retention
Skills: Meta Ads · Google Ads · Lifecycle marketing · Attribution · SQL · MoEngage · Mixpanel · GA4 · Shopify · Figma