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Performance Marketing Manager résumé example

Performance Marketing Manager résumé example — senior, written for India, set in the Sienna design
Performance Marketing Manager résumé example, in the Sienna design

Nine years of paid acquisition across fintech and D2C, told through budget held, CAC moved and tests run.

Written for India, at senior, in the marketing field, shown in the Sienna design. Every name, employer, address and number below is invented.

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Karthik Vaidyanathan — Senior Performance Marketing Manager

Chennai, Tamil Nadu

Performance marketer with nine years buying media for consumer fintech and D2C brands, now running a ₹22 crore annual budget and a team of six. Cut blended acquisition cost from ₹740 to ₹410 while monthly installs grew 2.4 times.

Experience

Senior Performance Marketing Manager, Arthway Finance · November 2021 – present

Owns paid acquisition for a consumer lending app with 6.1 million registered users. Team of six.

  • Runs a ₹22 crore annual media budget across search, social and three demand-side platforms; blended acquisition cost fell from ₹740 to ₹410 while monthly installs grew 2.4 times.
  • Replaced last-click reporting with a geo holdout programme; the first four tests showed brand search was 62% incremental rather than 98%, freeing ₹3.1 crore for prospecting.
  • Built a creative pipeline that ships 40 new variants a month, which took cost per funded account on paid social down 34% in two quarters.
  • Cut fraudulent installs from 11% to 1.4% by moving to deferred deep-link attribution and blocking 130 sub-publishers.
  • Hired and now mentors six marketers across app, paid social and affiliates; three were promoted within two years.

Performance Marketing Lead, Kaarigar Living · April 2019 – October 2021

  • Scaled paid spend from ₹18 lakh to ₹1.4 crore a month at a steady 3.8 return on ad spend, as the brand opened in eight new cities.
  • Launched a WhatsApp retargeting programme that recovered 12% of abandoned carts at a third of the cost of the paid social it replaced.
  • Rebuilt the product feed, taking disapproved items from 31% to under 2% and adding ₹60 lakh of monthly shopping revenue.

Digital Marketing Executive, Vriksha Organics · July 2016 – March 2019

  • Lifted return on ad spend from 2.1 to 4.4 on a ₹9 lakh monthly search budget by rebuilding the account around single-theme ad groups.
  • Set up server-side conversion tracking that ended a six-month disagreement between platform-reported orders and the finance team’s count.

Education

  • B.E. Electronics and Communication Engineering · College of Engineering, Guindy, Anna University · August 2012 – May 2016

Skills

  • Buying: Google Ads, Meta Ads, Apple Search Ads, Programmatic, App campaigns, Affiliate networks
  • Measurement: Geo holdout tests, Incrementality, Media mix modelling, Mobile attribution, Server-side tracking
  • Analysis: SQL, Cohort LTV, Looker Studio, BigQuery, Unit economics
  • Creative: Concept testing, Hook libraries, Static and video variants, Landing page testing

Certifications

  • Google Ads Search Certification — Google Skillshop
  • Meta Certified Media Buying Professional — Meta
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