Shanmuga Raj
Bangalore
Summary
Dynamic marketing leader with significant experience in scaling technologies, successfully generating over 1 million registrations via cutting-edge performance marketing tactics. Skilled in funnel optimization and P&L oversight, applying A/B testing and analytical insights to drive revenue growth and enhance team results. Focused on synchronizing marketing efforts with strategic business aims.
Overview
12
12
years of professional experience
Work History
Vice President – Alternate Revenue
Scale.io Technologies
01.2024 - 12.2025
- Spearheaded global performance marketing strategy across paid media affiliates and partner channels for tier-1 and tier-2 regions, driving acquisition to exceed 1 million registrations and 80,000 first-time deposits via ROI-focused execution.
- Owned P&L and large-scale marketing budgets, continuously optimizing CAC, LTV, and ROAS through cohort analysis, traffic quality frameworks, and funnel diagnostics.
- Owned P&L outcomes and aligned strategies with Finance, Compliance, Creative & BI teams to scale revenue.
- Defined affiliate quality frameworks including PID-level traffic checks and click-to-install validation.
- Mentored teams on segmentation, LTV analysis, experimentation, and full-funnel ROI improvement.
- Developed executive-level dashboards and performance reviews in collaboration with BI and Finance teams to communicate insights, risks, and growth opportunities
- Set measurable targets to enhance marketing effectiveness and drive accountability.
- Established measurable targets to drive marketing effectiveness.
Performance Marketing Manager
ITILITE Technologies
09.2022 - 10.2023
- Led B2B performance marketing for US-focused demand generation, managing Google Search, LinkedIn Ads, Bing, and retargeting with a strong focus on pipeline and revenue contribution.
- Managed full-funnel B2B acquisition across Google Ads, LinkedIn Ads, and Microsoft (Bing) Ads, focusing on pipeline and revenue impact over lead generation.
- Reduced CPL by 40% and improved conversion rates by 30% through structured A/B testing of ads, landing pages, messaging, and audience personas.
- Designed and executed full-funnel experimentation frameworks, testing lead forms, CTAs, content alignment, and remarketing flows to enhance MQL to SQL to opportunity conversion.
- Implemented HubSpot automation and CRM-integrated attribution, enabling visibility into channel-level ROI, sales velocity, and cohort performance.
- Partnered with sales and leadership teams to align performance metrics with revenue targets, translating marketing outcomes into predictable pipeline growth.
Performance Marketing Manager
Netobjex
12.2021 - 06.2022
- Improved landing page performance by 22% through structured experimentation, driving higher engagement.
- Executed enterprise paid campaigns, enhancing lead quality and increasing conversion efficiency.
- Established GA4 and GTM tracking infrastructure, ensuring complete attribution visibility.
Senior Campaign Manager
Digigro
07.2020 - 08.2021
- Led a multi-channel performance marketing team (8 members) delivering revenue-focused campaigns across Google Ads, Meta Ads, and LinkedIn Ads, combining paid search, paid social, and remarketing to drive measurable client ROI.
- Applied advanced segmentation and predictive analysis to enhance engagement and conversion, directly influencing client ROI.
- Introduced CRO and experimentation best practices, embedding A/B testing into campaign planning and creative iteration to optimize funnels.
- Acted as strategic point of contact for key clients, translating business objectives into actionable performance outcomes.
Digital Marketing Manager
Codum Technologies
07.2018 - 11.2019
- Led multi-channel digital acquisition using Google Ads, Meta Ads, and LinkedIn Ads, driving qualified traffic, leads, and conversion growth for enterprise clients.
- Optimized budget allocation and performance across Google Search, Google Display Network, Meta Ads, and LinkedIn Sponsored Campaigns, increasing ROI through A/B testing of creatives, audiences, and landing pages.
- Executed SEO, PPC, retargeting, and CRO strategies for enterprise clients, enhancing online visibility and lead generation.
- Monitored digital trends to identify opportunities for leveraging emerging technologies in strategic marketing initiatives.
Digital Marketing Specialist
Crystal
08.2015 - 06.2018
- Planned and executed paid search, paid social, SEO, and remarketing programs, generating consistent lead volume while adhering to cost and quality benchmarks across industries.
- Managed end-to-end digital and performance marketing campaigns for marquee brands across automotive, real estate, and educational institutions, focusing on lead generation and conversion efficiency to enhance client outcomes.
- Ran A/B tests on ad copies, landing pages, lead forms, and CTAs, improving conversion rates and lead quality through data-driven optimization.
- Implemented tracking, analytics, and CRO frameworks to monitor funnel performance and optimize spend allocation, providing actionable insights to internal and client stakeholders.
Junior Web Designer
Clutch Integrated Technologies
11.2013 - 03.2015
- Developed responsive websites with HTML, CSS, JS, enhancing UX/UI for improved user engagement.
- Created visually appealing website layouts using Adobe Creative Suite.
- Collaborated with developers to ensure design functionality and user experience.
- Assisted in updating and maintaining client websites for optimal performance.
Education
B.Tech - Information Technology
Shanmuganathan Engineering College
08-2012
Skills
- Revenue operations
- Demand generation
- Funnel optimization
- Sales enablement
- Partner ecosystem management
- Performance marketing strategies
- Forecasting and budgeting skills
- P&L management
- HubSpot automation proficiency
- GA4
- Affiliate compliance frameworks
- Geo acquisition
- A/B testing
Awards
MDG Chief – ITILITE
Personal Information
Leadership Strengths
- Performance Marketing & Growth Leadership – Led and scaled high-performing teams (8–15 members) across paid media, CRO, analytics, and partnerships with clear ownership of outcomes.
- Cross-Functional Alignment – Proven ability to align Marketing with Sales, Product, Finance, BI, Creative, and Compliance teams to drive revenue-focused execution.
- GTM Strategy & Execution – Led go-to-market planning, channel prioritization, and execution for new offerings, markets, and growth initiatives.
- P&L ownership and profitability optimization
- Operational excellence: OKRs, KPIs, structured processes
- Executive communication & stakeholder alignment
- Global partnership building and market expansion
Timeline
Vice President – Alternate Revenue
Scale.io Technologies
01.2024 - 12.2025
Performance Marketing Manager
ITILITE Technologies
09.2022 - 10.2023
Performance Marketing Manager
Netobjex
12.2021 - 06.2022
Senior Campaign Manager
Digigro
07.2020 - 08.2021
Digital Marketing Manager
Codum Technologies
07.2018 - 11.2019
Digital Marketing Specialist
Crystal
08.2015 - 06.2018
Junior Web Designer
Clutch Integrated Technologies
11.2013 - 03.2015
B.Tech - Information Technology
Shanmuganathan Engineering College