Manish Kumar Prasad
Kolkata,WB
Summary
Results-driven digital marketing professional with hands-on experience in Meta (Facebook & Instagram) ad campaign execution and optimization across TOF, MOF, and BOF funnels. Skilled in tracking and improving key performance metrics including CTR, CPC, CPA, ROAS, and CVR through data-led budget, bid, and creative optimization. Experienced in creative testing, audience targeting, retargeting, and lookalike scaling for D2C and e-commerce brands. Strong analytical mindset with the ability to collaborate with cross-functional teams, deliver actionable performance insights, and support scalable, high-ROAS growth initiatives.
Overview
4
4
years of professional experience
Work History
Senior Assistant Media Buyer
Adbuffs Media Pvt Ltd
09.2025 - Current
- Assisted in planning, launching, and optimizing Meta (Facebook & Instagram) ad campaigns across TOF, MOF, and BOF
- Tracked and analyzed CTR, CPC, CPA, ROAS, CVR, and optimized budgets and bids accordingly
- Tested multiple creatives, hooks, audiences, and ad formats to improve performance
- Managed retargeting and lookalike audiences including website visitors, ATC, and past buyers
- Supported scaling of profitable campaigns and paused underperforming ads
- Shared regular performance reports and insights with the media buying team.
- Conducted A/B testing on audiences, creatives, placements, and copies to improve performance
- Built and optimized custom, lookalike, and retargeting audiences (website visitors, ATC, past buyers)
- Coordinated with creative and content teams for briefing, feedback, and iteration on winning ads
- Monitored ad fatigue and refreshed creatives to maintain performance at scale
- Assisted in launching and optimizing DPA, catalog sales, and conversion campaigns
Business Manager
Shopdeck
11.2023 - 08.2025
- Managed end-to-end seller onboarding, engaging potential sellers to expand the seller base
- Conducted seller meetings to finalize product catalogs, pricing, and growth strategies
- Prospected and nurtured emerging and established brands to drive revenue growth
- Built strong relationships with key decision-makers to ensure long-term partnerships
- Utilized CRM tools to track leads, opportunities, and pipeline performance
- Assisted in planning, launching, and optimizing Meta (Facebook & Instagram) ad campaigns across TOF, MOF, and BOF
- Tracked and analyzed CTR, CPC, CPA, ROAS, CVR, optimizing budgets and bids accordingly
- Tested multiple creatives, hooks, audiences, and ad formats to improve performance
- Managed retargeting and lookalike audiences (website visitors, ATC, past buyers)
- Supported scaling of profitable campaigns and paused underperforming ads
- Shared regular performance reports and insights with the media buying team
- Analyzed Shopify store & SKU-level performance to improve sales and conversions
- Managed inventory planning and replenishment to reduce stockouts
- Supported business operations for a 15-member company generating ₹2 Cr+ annual revenue
Category Associate
Unacademy
05.2023 - 10.2023
- Currently overseeing and executing comprehensive Social Media Management strategies across various platforms, including Facebook, Instagram, and Twitter.
- Proficiently analyzing and interpreting YouTube Analytics to refine content strategies and optimize viewer engagement.
- Leading successful Meta Ads campaigns for diverse clientele, ensuring maximum reach and impactful results.
- Driving Website Optimization initiatives with strong emphasis on SEO techniques, enhancing online visibility and improving user experience.
- Conducting thorough Competitor Analysis using tools such as Facebook Ads to stay informed about market trends and identify growth opportunities.
- Taking lead in developing and implementing ongoing programs, fostering effective team communication, and promoting collaboration for strategic objectives.
- Conducting extensive research on competitors, utilizing insights to refine marketing strategies and maintain competitive edge.
- Implementing campaign optimizations through rigorous metric analysis, ensuring resource proficiency and improved campaign performance.
Key Account Manager
Intenim Technologies
07.2022 - 05.2023
- Spearheaded management of E-commerce MYNTRA Partner Portal, focusing on optimizing product listings through effective descriptions, keywords, and bullet points to enhance sales.
Education
MBA - IT Network Security
Lovely Proffesional University
Jalandhar, India03-2021
BBA - Management
Lovely Professional University
Jalandhar, India06-2017
Skills
- Seller Onboarding & Partner Management
- Brand Acquisition & Relationship Building
- Sales Prospecting & Pipeline Management
- CRM Tools & Opportunity Tracking
- Meta Ads (Facebook & Instagram) Campaign Management
- Funnel Strategy (TOF, MOF, BOF)
- Performance Marketing & Optimization
- Metrics Analysis (CTR, CPC, CPA, ROAS, CVR)
- Creative & Audience Testing (UGC, Hooks, Formats)
- Retargeting & Lookalike Audience Management
- Budget & Bid Optimization
- Shopify Store & SKU-Level Analysis
- E-commerce Performance Optimization
- Inventory Planning & Stock Replenishment
- Demand Forecasting & Stock Optimization
- Business Operations Management
- Performance Reporting & Insights
Languages
English
Advanced (C1)
Hindi
Bilingual or Proficient (C2)
Bengali
Advanced (C1)
Timeline
Senior Assistant Media Buyer
Adbuffs Media Pvt Ltd
09.2025 - Current
Business Manager
Shopdeck
11.2023 - 08.2025
Category Associate
Unacademy
05.2023 - 10.2023
Key Account Manager
Intenim Technologies
07.2022 - 05.2023
MBA - IT Network Security
Lovely Proffesional University
BBA - Management
Lovely Professional University