SAYYAM
Performance Marketing Specialist
New Delhi,DL
Summary
- A data-driven Digital Marketer with nearly 7 years of experience across formulating multi-channel Advertisement targeting strategies (Google - Search, Display, YouTube and Meta - Instagram, Facebook) and steering PPC campaigns to raise brand awareness, audience development, and business acquisition for EdTech & other B2B clients
- Expertise in structuring digital-first, customer-centric & paid media campaigns across key social media platforms to maximize ROI and leveraged knowledge of marketing metrics, including, CTR, CPL, CVA, CVR, A/B Testing, Retention, Lifetime Value, and more
- Planned & executed digital campaigns for EdTech & other B2B clients: Amity University, IRCTC, Nirmalaya, and Sumitronic to drive targeted engagement and measurable outcomes
- Successfully managed diverse Advertisement budgets of upto Rs.18 Cr., achieving a 4X ROAS through data-driven targeting, creative refinement, and continuous campaign optimization
- Led 2-5 team members while driving user engagement rates of 2-7% across diverse channels
- Handled a range of campaign types including lead generation, conversion-focused initiatives, and brand awareness projects; increased lead flow by 337 through ongoing Google Ads campaigns for IRCTC Golden Chariot and Mahakumbh in ANJ Creations
- Utilized analytics tools to track, measure, and report on Key Performance Indicators (KPIs); sound knowledge of Google Analytics, Google Tag Manager, and CRM tools to support the company goals
- Collaborated with the Creative team to develop compelling ad-creatives and messaging that align with brand standards and resonate with the target audience
Overview
7
7
years of professional experience
7
7
Google Ads Certification
1
1
SA360 Certification
Work History
Performance Marketing Specialist
ANJ Creation Pvt. Ltd.
New Delhi, Delhi
07.2024 - Current
- Managing Google ads accounts for EdTech giants & B2B clients including Amity University, strategizing & launching targeted digital advertising campaigns for lead generation by leveraging social insights and analytics across Search, Display, Shopping, and YouTube Ads to maximize ROI in a highly competitive market
- Conducting keyword research, competitor analysis, and audience targeting to ensure alignment with brand messaging
- Monitoring campaign performance, analyzing data, and implementing improvements; staying updated with Google Ads platform updates, policies, and best practices
- Collaborating with the Creative team to develop compelling ad creatives and messaging that align with brand standards and resonate with the target audience
- Utilizing analytics tools to track, measure, and reporting on key performance indicators (KPIs) related to Performance Marketing efforts; setting up detailed KPIs tracking systems to monitor funnel performance, ad campaign efficiency, and client satisfaction
- Overseeing Facebook and Google Ads Management, optimizing ad spend to maximize reach and achieve a high return on ad spend
- Brainstorming Advanced Retargeting Strategies, utilizing data-driven insights to capture lost leads and improve conversion rates
- Preparing detailed reports with actionable insights for clients and internal teams
- Handled advertisement budgets upto Rs.18 Cr. for various campaigns, ensuring efficient allocation and performance tracking
- Achieved a consistent Return on Ad Spend (ROAS) of 4X through strategic targeting, creative optimization, and performance analysis
- Successfully increased Quality Score from 2 to 9 and reduced Cost-Per-Click (CPC) by 19% by continuously refining ad relevancy, aligning keywords, ad copy, and landing pages to improve campaign performance, mitigate costs, and boost ad visibility
- Audited and resolved inefficiencies in account setup including faulty location targeting and broken conversion tracking within 30 days
- Created and deployed a Google Looker Studio dashboard for transparent reporting and faster optimization cycles, directly supporting strategic review processes, Improved the CVR by 43% with the help of Refine search terms for higher intent, strengthen keyword strategy for quality leads, use dynamic keyword insertion for relevance, and leverage ad extensions to boost visibility and CTR.
- Managed the Google Ads account for Amity Noida, optimizing campaigns and lead funnels to consistently generate qualified leads, achieving 800 leads during July-October 2024 session
Digital Marketing Executive
Creanovation Technologies Pvt. Ltd.
Gurugram, Haryana
05.2023 - 07.2024
- Developed and executed integrated digital marketing campaigns using Google Ads across key social platforms to boost brand awareness, drive targeted traffic, and enhance conversion rates
- Conducted market research and competitive analysis to gain deep understanding of user behaviour and product offerings for informed strategic campaign decision-making
- Conducted keyword research, including negative keyword discovery, resulting in a 33% improvement in campaign reach and lead generation
- Prepared ROI reports for clients' digital marketing campaigns to evaluate performance and impact
- Analyzed and reported campaign performance metrics, leveraging data-driven insights to refine strategies and maximize ROI
- Worked with the Management to plan and implement retargeting strategies to capture lost leads
- Collaborated with the Content team to develop engaging, audience-focused content aligned with overarching marketing objectives
Digital Marketing Executive
Le Webexy Pvt. Ltd.
New Delhi, Delhi
02.2021 - 04.2023
- Worked with the Marketing team for planning and launching new campaigns, resulting in a 25% increase in conversion rate
- Increased Quality Score from 4 to 8 by optimizing ad relevancy and reduced CPC by 12% through improvements in campaign quality
- Monitored and reported campaign performance using analytics tools, collaborating with the design team to produce visually compelling digital content
- Researched and proposed innovative strategies to boost brand visibility and engagement, while staying current with digital marketing trends to recommend new growth opportunities
- Conducted market research to identify trends, competitor strategies, and customer preferences that inform future marketing efforts
Sales Representative
HDB Financial Services
New Delhi, Delhi
04.2020 - 01.2021
Technical Support Executive
Marg ERP Pvt. Ltd.
New Delhi, Delhi
08.2018 - 11.2019
Education
Bachelor of Commerce - undefined
School of Open Learning, Delhi University
01.2020
Higher Secondary - undefined
C.B.S.E Board
01.2016
Skills
- Performance Marketing
- PPC Campaign Management
- ROI & Ad Spend Optimization
- Lead Generation & Remarketing
- Google Ads
- Meta Ads Manager
- Google Analytics & GTM
- Keyword & Competition Analysis
- Marketing Automation & CRM Integration
- Content & Conversion Strategy
Websites
Certification
- Google Ads Search
- Google Ads Apps
- Google Ads Display
- Google Ads Video
- Google Ads Shopping
- Google Analytics
- SA360
- Google Ads AI Powered
Personal Information
Performance Marketing Specialist with expertise in driving ROI-focused campaigns across Google and Meta platforms. Skilled in lead generation, remarketing, ad optimization, and data-driven strategy to maximize conversions and business growth.
Accomplishments
AMITY UNIVERSITY NOIDA
- Managed ₹18 Cr+ ad budgets for EdTech & B2B clients, ensuring high ROI and lead quality.
- Achieved 4X ROAS, improved Quality Score (2→9), and reduced CPC by 19% through continuous optimization.
- Boosted CVR by 43% via refined keyword strategy, ad relevancy, and landing page optimization.
- Delivered 800+ qualified leads for Amity University during the July–Oct 2024 session.
- Built Looker Studio dashboards for transparent reporting and faster decision-making.
- Resolved tracking and targeting inefficiencies within 30 days, improving campaign accuracy.
- Collaborated cross-functionally to align creatives with brand strategy and audience insights.
INVERTIS UNIVERSITY
- Transformed the lead generation funnel for Invertis University within 2 months
- Achieved a 35% reduction in Cost Per Lead (CPL)
- Improved overall ROI by 45%
- Implemented strategic audience segmentation and data-driven insights to drive measurable growth.
Timeline
Performance Marketing Specialist
ANJ Creation Pvt. Ltd.
07.2024 - Current
Digital Marketing Executive
Creanovation Technologies Pvt. Ltd.
05.2023 - 07.2024
Digital Marketing Executive
Le Webexy Pvt. Ltd.
02.2021 - 04.2023
Sales Representative
HDB Financial Services
04.2020 - 01.2021
Technical Support Executive
Marg ERP Pvt. Ltd.
08.2018 - 11.2019
Bachelor of Commerce - undefined
School of Open Learning, Delhi University
Higher Secondary - undefined
C.B.S.E Board