A S CHETAN

This role has been less "run the ads" and more "figure out what the business actually needs and make it happen."

I do manage ₹14Lakhs+ in monthly ad spend across Meta and Google, but that's one part of it.

• On the strategy side: I've worked on the offline store setup (which now contributes 13–20% of monthly revenue), built the brand's first customer retention framework, and put together a capital allocation plan.
• On the growth and performance side: structured experimentation across creatives, audiences, and bidding strategies, with a constant eye on ROAS, CAC, and funnel efficiency. I spend a lot of time on the numbers between add-to-cart and purchase; that's usually where the leaks are.

Beyond that, I have worked with almost every team in the business at some point. Guiding sales and customer support, on-call handling, and a discounting strategy. Guided the operations team on data organization and building the reporting layer that lets the team make faster decisions. Helped the social media team with the influencer marketing strategy and a full content framework across channels.

I've treated it like a general growth function, where the business had a gap that data or strategy could close, that's where I've worked.

• Structured full-funnel paid campaigns focused on MQL and SQL progression.
• Owned acquisition from first touchpoint to qualified lead; established reliable conversion tracking to inform data-driven decisions.
• Generated high-ticket qualified leads at an average CPL of ₹435.
• Tracked MQL-to-sale (3.2%) and SQL-to-sale (~10%) conversion ratios.
• Worked directly with sales teams to improve pipeline quality and lead conversion.
• Monitored pipeline performance and optimized campaigns to improve revenue contribution.
• Developed a fully fledged content strategy across channels to ensure consistent and cohesive brand presence.