Akanksha Kumari
Bangalore
Summary
Performance-driven digital marketer with 9+ years of experience across FMCG, B2B healthcare, D2C, and political campaigns. Known for building and scaling full-funnel performance engines across Google, Meta, and emerging Indian digital platforms. Expert at blending analytical rigor with user behavior insights to drive ROAS, CAC efficiency, and long-term brand equity.
Overview
9
9
years of professional experience
1
1
Certification
Work History
Performance Marketing Manager
Mars Wrigley
Gurugram
06.2024 - 02.2025
- Strategically managed a ₹224 Cr annual performance budget across Amazon, Flipkart, Blinkit, BigBasket, and Swiggy, consistently delivering 3x+ ROAS while aligning media investments with business objectives and stock availability.
- Successfully closed high-value ad sales and media slot deals across marketplace and Q-commerce platforms, leveraging data-backed proposals and strong partner relationships to secure prime placements during high-conversion periods.
- Orchestrated end-to-end campaign execution on Amazon PI, Flipkart Iris, and Q-commerce dashboards — integrating inventory intelligence, promotional calendars, and user demand to maximize throughput and visibility.
- Collaborated with national account managers, media sales heads, and supply chain teams to design event-specific amplification strategies and optimize campaign ROI across key brand days and tentpole events.
- Championed a full-funnel performance strategy, combining audience segmentation, funnel mapping, and creative experimentation (A/B testing across offers, copy, and formats) to improve CTR, CVR, and drive efficient CAC.
- Partnered with cross-functional teams — creative, analytics, and content — to develop platform-native, psychology-informed ad creatives that improved user engagement and conversion.
- Leveraged Trailaytics and Q-commerce dashboards to extract actionable insights on campaign performance, optimize in real time, and influence media and supply decisions with a performance-first lens.
Freelance Consultant – Performance Marketing
Freelance
Bangalore
11.2023 - 05.2024
- Delivered high-performing lead generation and conversion campaigns across Meta and Google Ads for D2C fashion, real estate, and healthcare brands, optimizing for both scale and quality.
- Built full-funnel ad journeys including tailored creatives, audience segmentation, and landing pages — resulting in a 40% reduction in CPL and improved MQL-to-SQL ratios.
- Led creative testing and messaging strategy, refining copy, visual hooks, and CTA placements through structured A/B tests to increase engagement and conversion across channels.
- Managed end-to-end performance marketing execution — from media planning to real-time optimization, ensuring aligned delivery on KPIs like ROAS, CTR, CVR, and CAC.
- Collaborated with founders, product teams, and UI/UX partners to align performance media with brand storytellingand site experience for higher retention and LTV.
Digital Marketing Manager | B2B Healthcare Tech
Genworks Health Pvt. Ltd
Bangalore
09.2022 - 09.2023
- Led end-to-end digital campaigns across Meta, Google, and geofencing tools, managing a ₹50L quarterly budget, a 10-member team, and external vendors — generating ₹3–4 Cr in B2B sales per quarter across 11 verticals.
- Drove AI-powered WhatsApp and voice automation to nurture leads, reduce drop-offs, and increase engagement across the buyer journey.
- Managed cross-functional stakeholder alignment with sales, product, L&D, and category heads to ensure campaign efficiency, funnel velocity, and messaging consistency.
- Produced TVCs and corporate videos for campaigns, industry events, and onboarding, while collaborating with L&D to build branded training and culture assets.
- Led KOL partnerships and multi-channel brand campaigns for events like Arab Health and MedTech Congress; used Power BI and Looker Studio to track KPIs and optimize via structured A/B testing.
Brand Manager - Ecommerce and Digital Marketing
Believe Pte Ltd
Bangalore
03.2021 - 08.2022
- Led seasonal and launch campaigns across Amazon, Myntra, Nykaa, and Flipkart, integrating A+ content, paid media, and platform storytelling to drive visibility, reviews, and conversion.
- Managed D2C website strategy for Zayn & Myza and OHSOGO (Bangladesh), focusing on traffic acquisition, lead generation, and customer retention through performance marketing and CRM flows.
- Oversaw product listings, performance creatives, and campaign enablement across marketplaces and D2C — ensuring platform compliance, discoverability, and sales uplift.
- Drove barter influencer marketing, social media activations, and PR collaborations across Northeast India and Delhi NCR, increasing UGC and boosting brand recall.
Lead Analyst- Brand Communications
I-PAC
Hyderabad, Kolkata
07.2020 - 02.2021
- Launched the “Didi Ke Bolo” campaign, driving 1L+ app registrations in 30 days, and led Youth in Politics digital initiative with 70K+ signups — all via in-house platforms.
- Spearheaded 360° digital marketing strategy including performance ads, social media, influencer partnerships, and regional content to amplify voter outreach.
- Managed assembly-wise social media pages and content workflows, executing hyperlocal communication tailored to voter sentiment and on-ground realities.
- Led the design, production, and distribution of communication collaterals across digital and field teams, ensuring message consistency across media and constituencies.
Co-Founder & Director
PollXperts Consulting PVT LTD
Delhi
11.2017 - 06.2020
- Led political campaigns across more than 10 Indian states, managing strategy and execution with a cross-functional team of over 100.
- Handled high-stakes digital campaigns for top political figures, including former Gujarat CM, Late Shri Vijay Rupani, Maharashtra leaders, Chandrakant Patil, and the State BJP President.
- Delivered integrated multi-channel outreach via TV, print, radio, Facebook/Google Ads, WhatsApp, and geo-targeted mobile ads.
- Developed constituency-level blueprints, booth-level targeting, and automated dashboards to enhance real-time decision-making and voter engagement, contributing to a voter reach of over 20 million.
Marketing Associate
I-PAC
Lucknow
07.2016 - 11.2017
- Selected among the top 20 associates nationally to join I-PAC’s core digital communications team, responsible for driving digital narratives during high-stakes election campaigns.
- Contributed to the digital strategy and execution for three major Indian state elections (Punjab, Uttar Pradesh, and Andhra Pradesh), managing content calendars, messaging, and engagement.
- Managed official social media pages with over 1 million followers, ensuring daily content delivery, live updates from political events, and voter outreach campaigns.
- Coordinated with regional teams to amplify on-ground activity via real-time posts, video content, and geo-targeted messaging across Facebook and Twitter.
- Supported radio ad content and deployment, aligning scripts with local dialects, and voter insights to maximize resonance and impact.
Education
Bachelor of Arts - Journalism And Mass Communication
Manipal Institute of Communications
Manipal05-2016
Skills
- Performance Marketing: Google Ads, Meta Ads, PMAX, YouTube, ShareChat, OTT, Display, UAC
- Digital Strategy: Funnel planning, audience segmentation, CAC/LTV optimization, remarketing
- MarTech: GA4, Adobe Analytics, Looker Studio, WebEngage, AEM, Power BI
- Creatives & CX: Conversion-led creatives, user journey mapping, LP optimization, A/B Testing
- SEO & SEM: Technical Audits, Screaming Frog, SEMrush, AI keyword strategies
- Team Leadership: Cross-functional collaboration with Product, Content, Brand, and Creative
Languages
English
First Language
Hindi
Upper Intermediate (B2)
B2
Certification
Digital Marketing Diploma- Manipal University in Association with Google
References
References available upon request.
Timeline
Performance Marketing Manager
Mars Wrigley
06.2024 - 02.2025
Freelance Consultant – Performance Marketing
Freelance
11.2023 - 05.2024
Digital Marketing Manager | B2B Healthcare Tech
Genworks Health Pvt. Ltd
09.2022 - 09.2023
Brand Manager - Ecommerce and Digital Marketing
Believe Pte Ltd
03.2021 - 08.2022
Lead Analyst- Brand Communications
I-PAC
07.2020 - 02.2021
Co-Founder & Director
PollXperts Consulting PVT LTD
11.2017 - 06.2020
Marketing Associate
I-PAC
07.2016 - 11.2017
Bachelor of Arts - Journalism And Mass Communication
Manipal Institute of Communications