Sarthak Kumar
Gurugram
Summary
Performance Marketing & Growth professional with ~ 5 years of experience scaling digital acquisition across fintech, credit cards, merchant acquisition and lending. Proven ability to own full-funnel growth across Meta, Google and lifecycle channels. Experienced in managing ₹1.5 Cr+ monthly media budgets, building high-intent cohorts. Strong cross-functional collaborator across Product, Risk, Analytics and Business, with a focus on CAC, conversion, disbursals and sustainable unit economics.
Overview
1
1
Certification
4
4
years of professional experience
Work History
Performance marketer
- Tide India (UK based Fintech)
Gurugram
05.2026 - Current
- Own performance marketing and growth across Merchant Acquisition and Lending, driving full-funnel acquisition from paid media and lifecycle channels through onboarding, activation, loan approval and disbursal across Meta, Google, WhatsApp, Push Notifications and RCS.
- Scaled monthly merchant acquisition from 22K to 55K+ (+150%), contributing to 5L+ merchant acquisitions, through audience segmentation, channel optimisation, creative experimentation and funnel-led performance marketing.
- Managed ~₹1 Cr monthly media investment across digital acquisition channels, including ~₹35L Meta and ~₹60L Google, while reducing merchant acquisition CAC by ~44% reduction through continuous audience, bidding, placement and creative optimisation.
- Built and scaled digital acquisition for Merchant Lending, generating 1,000+ loan approvals monthly through paid acquisition and targeted customer journeys, while improving approval-to-disbursal conversion from 40% to 75%
- Developed merchant and borrower cohorts using business profile, transaction, eligibility and lifecycle signals, prioritising high-intent audiences for acquisition, retargeting and cross-sell while suppressing converted and low-intent cohorts.
- Owned full-funnel conversion optimisation across acquisition → activation → loan application → approval → disbursal, identifying stage-wise drop-offs and partnering with Product, Risk, Analytics, Business and Operations to improve conversion and quality.
- Ran always-on lifecycle and CRM campaigns across WhatsApp, Push Notifications and RCS, using behavioural, transactional and product-eligibility triggers to drive activation, loan applications, cross-sell.
- Drove cross-sell of financial products including Loans, Credit Cards and Insurance, using Meta retargeting contributing ~20% of revenue across the relevant business initiatives.
Assistant Manager- Digital Sales
SBI Card
Gurugram
11.2022 - 04.2026
- Led go-to-market strategies for credit card products, driving a 70% increase in product penetration across targeted customer segments.
- Developed customer segmentation and targeting strategies using customer profiles, spend behaviour and lifecycle signals to identify high-potential acquisition and cross-sell opportunities.
- Managed a monthly digital acquisition budget of ₹1 Cr, optimising acquisition funnels to deliver a 15% reduction in CPA while maintaining ROI.
- Partnered with Sales, Marketing and Operations to translate customer insights and market requirements into product propositions, campaigns and customer journeys.
- Collaborated on product requirements, pricing and feature enhancements based on customer usage, feedback and business requirements.
- Led A/B testing across digital customer journeys, creatives, CTAs and communication to improve engagement, CTR and lead generation by 30%.
- Identified untapped customer segments and developed targeted acquisition strategies, increasing product visibility by 40%.
- Managed external agencies across Google, Meta and Amazon to execute acquisition and growth initiatives.
- Led a 50+ member sales team, using performance and funnel metrics to improve productivity and customer conversion.
Management Trainee
SBI Card
Gurugram
05.2022 - 11.2022
- Developing and optimising tele-sales strategic plans to achieve monthly and quarterly targets, resulting in 105% increase on conversions.
- Identified and targeted key customer segments via profile/spend analysis on existing customer base to maximise engagement and conversion rates.
- Assisted in Dialler integration for tele-calling process, leading to streamlined calling process, effective real time outbound calls, reduced data leakage, maintaining data hygiene and multiple insights of KPIs / Metrics.
Education
PGDM - Marketing & Big-Data Analytics
Fore School of Management
New Delhi, India04-2022
B.COM - Hons.
Guru Nanak Institute of Management
New Delhi, India04-2020
Skills
Performance Marketing
- Performance Marketing Strategy
- Full-Funnel Digital Acquisition
- Paid Media Strategy & Optimisation
- Customer & Merchant Acquisition
- Lead Generation & Conversion
- ROAS & ROI Optimisation
- Media Planning & Budget Management
Paid Acquisition
- Meta Ads & Google Ads — Search, Display & YouTube
- Retargeting & Remarketing
- Audience Segmentation
- Cohort-Based Targeting
- Lookalike & High-Intent Audiences
- Creative & Audience Testing
Lending & Fintech Growth
- Personal / Merchant Lending Acquisition
- Loan Lead Generation
- Approval & Disbursal Funnel Optimisation
- Merchant Acquisition
- Credit Card Acquisition
- Cross-Sell & Upsell
Analytics & Growth
- Funnel Analytics
- Customer & Cohort Analysis
- Conversion Rate Optimisation
- Campaign Performance Analysis
- KPI & Performance Reporting
- Customer Journey Optimisation
Cross-Functional Leadership
- Product / Marketing / Analytics Collaboration
- Agency & Partner Management
- GTM & Growth Strategy
- Campaign Planning & Execution
Certification
- Digital Product Management
- Google Ads Certification
- Digital Marketing Foundation
- Digital Marketing tools: Creating a Marketing Campaign
- SEO Foundations
- Power BI Essentials Training
Timeline
Performance marketer
- Tide India (UK based Fintech)
05.2026 - Current
Assistant Manager- Digital Sales
SBI Card
11.2022 - 04.2026
Management Trainee
SBI Card
05.2022 - 11.2022
PGDM - Marketing & Big-Data Analytics
Fore School of Management
B.COM - Hons.
Guru Nanak Institute of Management