Poonam Kumari
Performance & Programmatic Marketing Specialist | IIM Indore Certified
New Delhi
Summary
IIM Indore Certified Digital Marketing & Strategy professional with 6+ years of experience driving revenue acceleration across enterprise and growth-stage brands. Managed ₹30+ Cr cumulative advertising budgets across Search, Display, Video, App, and Programmatic ecosystems. Proven expertise in full-funnel performance strategy, publisher monetization, attribution modeling, CLV optimization, and AI-led marketing analytics. Recognized for improving ROI by 20–40%, reducing CPL by up to 60%, scaling lead volumes by 900% MoM, and driving 25–35% revenue growth across portfolios. Strong cross-functional collaborator with experience leading teams, managing enterprise stakeholders, and optimizing multi-channel marketing investments.
Overview
7
7
years of professional experience
Work History
Independent Digital Marketing Consultant
01.2025 - Current
- Provided performance marketing consulting while completing executive certification from IIM Indore.
- Designed full-funnel digital growth strategies for SMEs in education and services sectors.
- Managed Google Ads campaigns (Search & Display) with structured A/B testing frameworks.
- Reduced CPL by 20–30% through audience refinement and landing page optimization.
- Developed ROI and attribution dashboards enabling data-driven budget decisions.
- Advised clients on budget reallocation strategies improving overall campaign efficiency.
Manager – Programmatic & Performance Marketing
Times Internet
02.2024 - 12.2024
- Led programmatic advertising and monetization strategy across publisher network.
- Managed ₹1.5 Cr/month ad budgets across programmatic ecosystem.
- Delivered 25% YoY revenue growth via advertiser acquisition and yield optimization.
- Improved eCPM by 20% using predictive modeling and inventory analysis.
- Expanded advertiser base by 30% through performance-led targeting strategies.
- Onboarded 50+ publisher websites within 6 months, increasing monetizable inventory footprint.
- Optimized ad placements and segmentation, exceeding 1M+ monthly page view benchmarks.
- Impact: Strengthened publisher revenue streams and improved monetization efficiency across network.
Manager - PPC
Intelegencia
05.2023 - 08.2023
- Led paid media operations for multi-industry clients.
- Managed ₹50–60 Lakhs/month Google Ads budgets.
- Improved ROAS by 35% and reduced CPA by 20% via structured experimentation.
- Increased CTR from 2.3% to 4.1%.
- Led and mentored a 6-member performance team, improving campaign turnaround by 30%.
- Generated ~1,200 leads/month across lead-generation accounts.
- Impact: Elevated account profitability while improving team productivity.
Senior Business Analyst
Merkle Sokrati (Dentsu)
01.2022 - 04.2023
- Handled enterprise performance marketing for national and APAC brands.
- Managed ₹2 Cr+/month budgets for P&G (Whisper), Skill-Lync, and Zzzquil.
- Scaled Skill-Lync lead volume by 900% MoM; reduced CPL from ₹700 to ₹300.
- Improved CTR by 40% for Whisper APAC campaigns.
- Built ROI, CAC, and CLV dashboards for real-time optimization.
- Led strategic client discussions contributing to 30% revenue growth.
- Impact: Delivered scalable growth while maintaining cost efficiency across enterprise accounts.
Senior Associate
WNS Global Services
07.2019 - 02.2021
- Managed large-scale advertiser portfolio across Google ecosystem.
- Oversaw 350+ advertiser accounts with ₹3–5 Cr cumulative monthly budgets.
- Improved CTR by 35% and ROAS by 25%.
- Conducted 100+ strategic performance consultations for SMB clients.
- Optimized campaigns across Search, Display, Video, and App formats.
- Impact: Strengthened advertiser retention through measurable performance improvement.
Education
Certificate Programme - Digital Marketing & Strategy (CPDMS)
Indian Institute of Management Indore
01-2025
B.A. - History
Lady Shri Ram College for Women
01-2014
Skills
Growth & Performance
Performance Marketing Strategy
Revenue & Monetization Optimization
Full-Funnel Campaign Architecture
Programmatic Advertising & Yield Management
Budget Allocation & Forecasting
Analytics & Optimization
ROI, ROAS & Attribution Modeling
CLV & CAC Frameworks
Funnel Optimization & CRO
Predictive Performance Modeling
Marketing Dashboards & Data Visualization
Timeline
Independent Digital Marketing Consultant
01.2025 - Current
Manager – Programmatic & Performance Marketing
Times Internet
02.2024 - 12.2024
Manager - PPC
Intelegencia
05.2023 - 08.2023
Senior Business Analyst
Merkle Sokrati (Dentsu)
01.2022 - 04.2023
Senior Associate
WNS Global Services
07.2019 - 02.2021
B.A. - History
Lady Shri Ram College for Women
Certificate Programme - Digital Marketing & Strategy (CPDMS)
Indian Institute of Management Indore
AWARDS & RECOGNITION
Rising Star Award – Times Internet (2024), Performer of the Month – Intelegencia (June 2023), Voice of Manager & Best Quality – WNS (2019–2020)
IMPACT SNAPSHOT
- ₹30+ Cr cumulative ad budgets managed
- 20–40% average ROI improvement YoY
- 60% CPL reduction achieved in lead-gen campaigns 900% MoM lead growth delivered
- 25–35% revenue contribution across multiple accounts
- 350+ advertiser accounts managed