KARISHMA DAIYYA
Thane
Summary
Performance marketer specializing in data-driven strategies and automation. Expertise in integrating AI tools like predictive analytics and smart bidding to enhance ROAS, CTR, and conversion rates. Over 5 years of experience in diverse sectors including D2C, BFSI, B2B, and real estate. Strong background in sales and entrepreneurship supports strategic execution and continuous improvement.
Overview
6
6
years of professional experience
1
1
Certification
Work History
Senior Biddable Manager
GroupM Media
Mumbai
05.2024 - Current
- Facilitated seamless communication as primary client contact, delivering consistent value throughout campaign phases.
- Executed comprehensive branding and awareness campaigns for Amazon Prime, establishing end-to-end processes for new clients.
- Drove business growth for L'Oréal by implementing strategic media plans on Meta, Google, and YouTube platforms.
- Conducted thorough market research and competitive analysis to identify trends and new digital growth opportunities.
- Built and optimized a custom AI agent using OpenAI’s API to analyze D2C customer data and generate targeted messaging, resulting in a 100% increase in CTR (from 0.50% to 1.00%).
Biddable Manager
GroupM Media
Mumbai
04.2023 - 04.2024
- Managed global campaigns for luxury D2C skincare brand, enhancing performance through A/B testing and smart bidding, increasing Google Search ROAS from 3 to 7.
- Developed comprehensive full-funnel strategies across Meta, Google, and YouTube, consistently surpassing KPIs for awareness, lead generation, and customer acquisition.
Paid Media Executive
Togglehead Digital PVT LTD
Remote
06.2022 - 04.2023
- Managed day-to-day paid media campaigns for 8 to 10 clients across B2B, BFSI, and D2C brands, focusing on website conversion, lead generation, and app installs.
- Built and presented performance marketing strategies to win new clients in the BFSI space, supported by a detailed competitive analysis.
- Delivered over ₹100 Cr in revenue for a leading financial brand within six months, driving over 4,000 high-intent leads.
- Optimized campaigns in real time to maximize efficiency of spend.
- Created a pitch for onboarding a new client in the B2B BFSI industry.
Paid Media Advertiser
Freelancer/Solopreneur
Remote
08.2020 - 05.2022
- Solely managed paid media campaigns for 10+ clients, including local and international brands, providing tailored strategies for diverse industries.
- Achieved 3+ ROAS for real estate clients, and drove 200+ app installs across the USA, Australia, and India for a fitness brand.
- Full ownership of client communications, campaign execution, and performance reporting, ensuring alignment with business objectives.
- Demonstrated flexibility and expertise in managing projects of varying scopes and industries, including real estate, fitness, and e-commerce.
- Conducted market research to identify target audiences and develop effective messaging.
Digital Marketing Executive
Paarami Digital Consulting
Mumbai
03.2020 - 05.2020
- Led client coordination and played a key role in website redesign projects, optimizing landing pages based on user journey insights and challenges.
- Managed event-based and edtech campaigns within the BFSI sector, ensuring seamless execution and improved campaign performance.
- Developed comprehensive media plans to drive client success and enhance digital presence.
Digital Marketing Trainee
Paarami Digital Consulting
Mumbai
01.2020 - 03.2020
- Executed Google Ads and Facebook campaigns for BFSI and edtech clients, leading to significant improvements in campaign performance.
- Collaborated on creative development and website redesign, ensuring that the business objectives were effectively translated into digital marketing strategies.
- Identified opportunities for improvement in existing digital marketing processes and recommended solutions accordingly.
Sales Trainee
Marathon Realty
Mumbai
06.2019 - 10.2019
- Identified and onboarded new channel partners and re-engaged 7-10 former partners for marathon realty new residential projects and rebuilding strong, loyal relationships.
- Drove sales through brokers and alternative channels, increasing leads and foot traffic for active projects.
- Received the 'Newbie in the Spotlight' award as an individual contributor in GroupM's recognition program at the India level.
- Awarded 'Campaign of the Month' for increasing ROAS with a new Google Ads structure in GroupM.
Education
MBA - Marketing
Pillai Institute of Management Studies And Research
Mumbai01.2019
Skills
- AI integration
- Campaign management
- Performance optimization
- Data analysis
- Market research
- Client communication
- Lead generation
- Team leadership
- A/B testing
- Digital strategy
Certifications And Recognition
410-101 - Facebook Certified Media Buying Professional
Certification
- 410-101: Meta Certified Media Buying Professional
Accomplishments
- Received the 'Newbie in the Spotlight' award as an individual contributor in GroupM's recognition program at the India level
- Awarded 'Campaign of the Month' for increasing ROAS with a new Google Ads structure in GroupM
Timeline
Senior Biddable Manager
GroupM Media
05.2024 - Current
Biddable Manager
GroupM Media
04.2023 - 04.2024
Paid Media Executive
Togglehead Digital PVT LTD
06.2022 - 04.2023
Paid Media Advertiser
Freelancer/Solopreneur
08.2020 - 05.2022
Digital Marketing Executive
Paarami Digital Consulting
03.2020 - 05.2020
Digital Marketing Trainee
Paarami Digital Consulting
01.2020 - 03.2020
Sales Trainee
Marathon Realty
06.2019 - 10.2019
MBA - Marketing
Pillai Institute of Management Studies And Research
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