Rajat Dhakrey

• Managing ₹2.5 Cr/month performance marketing budgets (₹1.5 Cr buy-side, ₹1 Cr sell-side), driving scale and efficiency across app and web funnels.

Full-Funnel Ownership & Optimization

• Buy-Side Funnel (Select Variant → Sell Query Created): Owned performance marketing across Google, Meta & Bing to maximize sell queries at efficient CPAs, while improving attribution and event tracking.
• Sell-Side Funnel (PDP Views → Purchase): Drove refurbished phone sales by scaling campaigns and optimizing PDP conversions, ensuring efficiency in CAC across channels.
• Maintained growth momentum despite rising CPCs & CPMs, achieving scale through creative and structural optimizations.

Buy-Side (Device Buyback Business | Jul’25 vs Jan’25):

• Optimized branded search campaigns via restructured account setups & CPA-bid strategies, achieving 36.6% lower cost per sell query while sustaining query volume.
• Scaled generic search campaigns, growing monthly spends by 40% while achieving 22% lower cost per sell query.
• Expanded UAC campaigns, increasing spends by 51% with only a 10% increase in cost per sell query.

Sell-Side (Refurbished Device Sales | Jul’25 vs Jan’25):

• Reduced overall CAC by 27% through creative optimization and budget reallocation.
• Scaled UAC campaigns, increasing spends by 56% while maintaining constant CAC.

• Delivered 500K+ app installs via Meta & Google campaigns at stable CPI.
• Improved creator quality from 40% → 60% by refining ad messaging and targeting.
• Built automated CRM user journeys driving higher engagement with minimal manual input.
• Managed boosting for Popxo, MissMalini, Tweak & ScoopWhoop assets, ensuring KPIs for partner brands.

• Drove 10K+ daily transactions at low CAC via Meta, TikTok, Google Ads & affiliates.
• Achieved RoAS of 8+ on GMV in Q1 2020.
• Owned CRM campaigns for retention & category growth; led ASO for higher app visibility.

• Executed daily multi-channel CRM (Push, SMS, Email, In-App) for city operations.
• Ran A/B tests on offers driving ₹9L incremental sales in 2 days.
• Boosted Raw Pressery sales by 10% during the #MeetJacqueline campaign.

• Retained & renewed clients, upsold services, and maximized weekly revenue.

• Managed lead generation & upselling for corporate clients, driving new customer acquisition.