Dhruv Bhardwaj

Overseeing comprehensive paid and affiliate campaigns across Lending, Insurance, and Investment portfolios for both web and app. Within lending, I manage campaigns for personal loan, home loan, and business loan, while in insurance, I focus on health and life insurance products. For investments, I am handling campaigns for Demat.

• Managing monthly marketing budget of 7cr, optimizing spend across various channels to maximize ROI and increase overall GMV. Generating around 7 lacs leads in single month across all products.
• Implemented various models including CPL, CPQL, CPD, CPS to efficiently manage and optimize affiliate campaigns. Worked with around 150+ affiliate partners for all ABC products.
• Managing relationships with digital advertising platforms and agencies (Iprospect & EY) to optimize campaigns and explore new opportunities for growth for Google and Facebook.
• Collaborating closely with internal stakeholders including product managers, data analysts, and sales teams to align marketing efforts with business objectives.
• Spearheaded significant increase in GMV for personal loan campaigns generating 33 crores within 1 month, achieving record high GMV. Additionally, generating 500,000 leads in month, substantially enhancing top of the funnel for personal loan campaign.
• Achieved overall GMV of 1.62 crore for ABHI campaign, representing 76% of previous year's GMV. Successfully reduced cost per sale by 14% and improved ATS by 27%.
• Effectively decreased CPAO for Demat campaigns compared to the previous year, focusing on acquiring more active customers. Optimized Search Brand CPAO from 12K to 3.5K.
• Directly managed Google and Facebook campaigns, with Google Generic campaigns contributing 40% of total disbursal, followed by brand keywords. Leveraged interest-based audiences such as personal loans, two-wheelers, look-a- like, and travel enthusiasts to achieve outstanding campaign performance.
• Introduced discovery campaigns using audience signals, achieving disbursal at low cost (CPD-10k). Implemented GDN campaigns with competitor URLs in custom affinity, resulting in lowest CPD after discovery campaigns (CPD-14k). Leveraged external audiences from PAYU with CIBIL score of 650+, achieving CPD-11k in Facebook campaign.
• Successfully helped in launching ABCD app with focused paid campaigns emphasizing registration models. Directly managing Google UAC and affiliates.
• Led efforts to improve website conversion rates through UX/UI optimizations, landing page testing, and CRO techniques.
• Proficiently utilized tools such as Google Analytics, Looker Studio, Moengage, Appsflyer, Trackier, and Appsflyer p360 to track, measure, and optimize campaign performance effectively.

• Managed the affiliate marketing channel for six diverse D2C brands under the Bright Lifecare umbrella, including Muscleblaze, HealthKart, Truebasics, HK Vitals, Gritzo, and bgreen
• Pioneered and managed web and mobile app based campaigns for HealthKart and Muscleblaze, emphasizing Cost Per Install (CPI) and Cost Per Transaction (CPT), optimizing user acquisition and sales conversion rates
• Led collaborative efforts with approximately 30+ affiliates for each campaign, overseeing all facets of their validation and billing processes, ensuring seamless and transparent operations.
• Managed affiliate program budgets effectively, ensuring positive return on investment for the company.
• I achieved significant revenue growth for various brands within a year: Muscleblaze increased by 5x, Healthkart by 3x, HKVitals by 20x, and Gritzo by 50x.
• Strategically onboarded direct publishers to substantially reduce the overall CAC, effectively streamlining marketing expenditures. CAC reduced to 25%.
• I managed retention campaigns by creating diverse user cohorts for remarketing on Moengage through channels such as SMS, emailers, WhatsApp, and push notifications. Proficient in tools like Moengage, VI, and Gupshup.
• My role in managing retention campaigns contributed to a 15% increase in overall revenue across various inhouse brands.
• Actively worked with fraud detection tools such as mfilterit to proactively identify and reduce instances of fraudulent activities, enhancing campaign integrity and safeguarding revenue streams.
• Managed strong relationships with affiliate partners, effectively negotiating commission rates, and proactively identifying and recruiting new affiliates to broaden the brand's reach and market presence.
• Utilized a diverse range of marketing tools and platforms, including Moengange, Branch, Appsflyer, Trackier Hasoffers, Commission Junction, Awin, and mfilterit, to execute campaigns. Also, have a strong knowledge of GA4.

• During tenure, I successfully help in growing various brands across ecommerce, travel, and BFSI sectors using diverse affiliate channels. Strategized, launched, and optimized campaigns to achieve revenue targets and maximize performance.
• I managed around 50 campaigns with diverse campaign models including CPS (Cost Per Sale), CPL (Cost Per Lead), CPR (Cost Per Registration), CPI (Cost Per Install), and CPFT (Cost Per First Transaction). These models were utilized across various affiliate marketing initiatives to optimize acquisition costs and maximize ROI.
• Expanded affiliate network by identifying and onboarding new partners to enhance campaign reach.
• Built strong relationships with affiliates, fostering long-term partnerships for maximum impact.
• Managed campaign budgets effectively to align with revenue goals and ensure profitability.
• Conducted market research to identify trends, opportunities, and new affiliate partnerships.
• Provided regular reporting on campaign performance and implemented optimization strategies.
• Ensured compliance with legal and regulatory requirements in all affiliate activities.
• Collaborated cross-functionally with marketing, sales, and product development teams.
• Stayed updated on industry trends and new technologies to drive innovation in affiliate strategies.

• Conducted market research and analysis to generate insights and identify new leads for potential business opportunities
• Collaborated with internal teams to create customized proposals and presentations that catered to the specific needs and preferences of clients
• Leveraged data analytics tools to track and analyze client engagement metrics, including click-through rates, conversion rates, and bounce rates
• Developed and implemented strategies to improve client retention and satisfaction, resulting in a high rate of repeat business
• Effectively communicated project status, timelines, and deliverables to clients through presentations, meetings, and written reports
• Conducted post-project evaluations to identify areas of improvement and implemented changes to enhance project delivery
• Coordinated with cross-functional teams to ensure timely delivery of services and meet client expectations
• Demonstrated strong presentation skills, including the ability to convey complex information in a clear and concise manner
• Utilized Excel and other tools to track project expenses, budgets, and profitability, ensuring financial objectives were met
• Contributed to the development of marketing strategies and campaigns to promote services and increase brand awareness.

• Drive lead generation initiatives through various channels such as content marketing, SEO, email marketing, social media, webinars, paid advertising, and events
• Oversee the creation of engaging and relevant content, including blog posts, whitepapers, case studies, and ebooks, to attract and nurture leads
• Optimize the company's online presence to improve search engine rankings and drive organic traffic
• Manage pay-per-click (PPC) campaigns for lead generation
• Achieved consistent sponsorship sales revenue goals as assigned by the company
• Worked closely with supervisor and team members to achieve departmental goals
• Develop and execute email marketing campaigns to nurture leads and guide them through the sales funnel
• Manage the demand generation budget effectively, allocating resources for maximum ROI
• Collaborated with MD to create quarterly budgets, including sales forecasts and expenses
• Maintained strong business relationships with clients such as ADP, Expedia, Salesforce, SAP Concur, Freshworks, Terragni Consulting, Exotel, and eKincare
• Utilized google analytics to track and analyze sales performance and make strategic decisions
• Prepared and delivered presentations to clients, showcasing the company's value proposition and services
• Ensured timely and accurate fulfillment of services by coordinating with internal teams
• Stay informed about industry trends, competition, and market dynamics to identify new opportunities for lead generation.