Debanjan Karmakar
Pune
Summary
Performance Marketing Manager with 4.5+ years of experience driving growth across Search, Social, App, and Performance channels for BFSI, E-commerce, and Fintech brands. Proven expertise in owning multi-crore media budgets, leading end-to-end campaign strategy, and improving ROI, CAC, CVR, and lead quality through data-driven optimisation and experimentation. Strong stakeholder management experience with UK-based clients, senior leadership exposure, and team leadership across client-facing roles.
Overview
4
4
years of professional experience
2
2
Certifications
Work History
Manager - Search & Social
IPG Mediabrands
07.2025 - Current
- Owned end-to-end performance marketing strategy for NatWest – Business & Wealth across paid social and search, managing planning, execution, optimisation, and delivery.
- Owned and optimised multi-crore monthly media budgets, driving improvements in ROI, CPA, CVR, and lead quality through structured experimentation and governance.
- Acted as primary stakeholder for UK-based clients, leading media planning discussions, QBRs, and performance review calls.
- Presented Balcony sessions to CMOs and Business Heads, translating performance insights into strategic business recommendations.
- Led cross-functional collaboration with creative, analytics, and strategy teams to deploy high-performing creatives, audiences, and messaging frameworks.
- Conducted interviews, candidate evaluations, and hiring for performance marketing roles; contributed to team scaling and capability building.
- Managed and mentored a team of 5 client-facing professionals, including Senior Associates and Associates, ensuring delivery excellence and stakeholder satisfaction.
- Built optimisation roadmaps, experimentation frameworks, and performance governance, improving efficiency and scalability.
Senior Associate - Search&Social
IPG Mediabrands
06.2024 - 06.2025
- Managed end-to-end performance campaigns across Search & Social for NatWest – Business & Wealth, covering execution, optimisation, and reporting.
- Improved business performance by 40–50% through data-driven optimisation, A/B testing, and audience experimentation.
- Increased qualified lead conversion rates by implementing funnel-based targeting (TOFU/MOFU/BOFU) and audience segmentation strategies.
- Supported media planning initiatives and participated in client calls with UK stakeholders, presenting insights and optimisation plans.
- Delivered weekly and monthly performance reports with actionable recommendations aligned to business KPIs.
Performance Marketing Associate
GIVA
Bangalore
11.2023 - 03.2024
- Designed and executed performance and brand awareness strategies across digital channels to drive revenue growth and scale.
- Collaborated with product, content, and creative teams to align campaigns with business and user journey objectives.
- Supported international market expansion initiatives through growth strategies for new geographies.
- Analysed funnel and website data to improve conversion rates and user flows.
- Leveraged performance insights to optimise customer acquisition across touchpoints.
Senior Business Analyst
Merkle Sokrati
Pune
04.2023 - 11.2023
- Managed clients across BFSI, E-commerce, FoodTech, and Fintech, handling ₹6Cr+ monthly media spends.
- Led digital marketing strategies, audits, and quarterly performance presentations to CXO-level stakeholders.
- Supported budget planning, forecasting, and long-term growth roadmaps, including upsell and cross-sell initiatives.
- Drove adoption and testing of new Google betas, scaling successful learnings across accounts.
- Clients managed included Swiggy, Instamart, KreditBee, Canon, Marks & Spencer, Zlade.
Business Analyst
Merkle Sokrati
Pune
05.2022 - 03.2023
- Owned end-to-end SEM operations, including campaign structuring, optimisation, and performance scaling.
- Reduced CPA by 35% and improved CVR by 23% for a leading FoodTech brand through audience and bidding optimisation.
- Partnered with clients using CRM and website data to build integrated performance strategies.
- Led day-to-day client engagement and performance planning.
Associate Business Analyst
Merkle Sokrati
Pune
11.2021 - 04.2022
- Executed bulk performance campaigns across Search, Display, Video, App, and Discovery channels.
- Conducted market research to support scaling and growth initiatives.
- Supported daily ad operations with internal and external stakeholders.
Education
B.Tech - Mechanical Engineering
KIIT University
Bhubaneswar01.2022
12th - CBSE
Delhi Public School
Farakka01.2018
10th - CBSE
St.Mary's School
Sunder Nagar01.2016
Skills
- Meta Ads
- Google Ads
- Apple Search Ads
- Linkedin Ads
- Reddit Ads
- Sprinklr
- MS Office
- Google Analytics
- Adobe Analytics
- Appsflyer
- Shopify Analytics
- Keyword Planner
Core Expertise
- Performance Marketing
- Funnel Optimisation
- Audience Research
- Attribution
- Experimentation & A/B Testing
- Lead Generation
- Budget Ownership
- ROI Optimisation
- Media Planning
- Stakeholder Management
Certification
Meta Media Buying Blueprint Exam
Languages
English
Proficient (C2)
C2
Hindi
Proficient (C2)
C2
Bengali
Proficient (C2)
C2
Awards
- Employee of the Quarter, Merkle Sokrati
- Star Award, IPG Mediabrands
Timeline
Manager - Search & Social
IPG Mediabrands
07.2025 - Current
Senior Associate - Search&Social
IPG Mediabrands
06.2024 - 06.2025
Performance Marketing Associate
GIVA
11.2023 - 03.2024
Senior Business Analyst
Merkle Sokrati
04.2023 - 11.2023
Business Analyst
Merkle Sokrati
05.2022 - 03.2023
Associate Business Analyst
Merkle Sokrati
11.2021 - 04.2022
B.Tech - Mechanical Engineering
KIIT University
12th - CBSE
Delhi Public School
10th - CBSE
St.Mary's School