Shanmuga Raj
Performance Marketer
Bangalore,Karnataka
Summary
Performance Marketing Leader with 10+ years of experience driving B2B & B2C acquisition across global markets. Proven expertise in LinkedIn Ads, Google/Bing paid media, funnel optimization, analytics, and lead generation for both SaaS and iGaming brands.
Overview
13
13
years of professional experience
Work History
VP – Alternate Revenue & Affiliate Growth
Scale.io Technologies
01.2024 - Current
- Led global acquisition strategy across Tier-1/2 GEOs, scaling the iGaming portfolio to 1M+ registrations and 80,000+ FTDS.
- Led an FTD-led growth framework integrating AppsFlyer, event-based optimization, and attribution.
- Built and managed a high-performing publisher ecosystem of 150+ partners, improving traffic quality, payout efficiency, and ROI.
- Mentored teams in funnel optimization, LTV analysis, traffic segmentation, and ROI improvement.
- Implemented strict affiliate quality guidelines including PID analysis and click-to-install validation.
- Collaborated with Finance, Compliance, and Creative teams to align GEO expansion and promo strategies.
- Represented the company at global iGaming expos, securing top-tier partnerships and strengthening brand visibility.
PERFORMANCE MARKETING MANAGER
ITILITE Technologies
09.2022 - 10.2023
- Led B2B acquisition campaigns across LinkedIn Ads, Google Search, Bing, and retargeting — achieving a 40% CPL reduction.
- Strengthened brand positioning through data-backed messaging and coordinated content + performance alignment.
- Delivered high-intent MQLs using LinkedIn Document Ads, persona-driven targeting, and multi-touch remarketing flows.
- Designed high-performing landing pages and A/B tests, boosting B2B conversion rates and increasing average ticket size by 30%.
- Improved pipeline efficiency by collaborating with Sales & BI teams to optimize lead scoring, qualification, and funnel tracking.
- Built CRM-based automations (HubSpot) to improve lead nurturing, deal progression, and account engagement.
Performance Marketing Manager
Netobjex
12.2021 - 06.2022
- Planned and executed B2B paid campaigns across Google/Bing, improving enterprise lead quality and funnel conversion.
- Implemented GTM + GA4 tracking infrastructure, enabling full-funnel visibility and accurate attribution.
- Conducted A/B testing on landing pages, achieving a 22% improvement in conversion rates.
- Performed audience/keyword segmentation to target high-intent enterprise tech buyers.
- Implemented tracking tools such as Google Tag Manager to monitor user behavior on websites.
- Generated reports that summarized key metrics related to website performance, ROI of campaigns.
- Leveraged data insights to optimize spend distribution, improving CPL efficiency across key segments.
SENIOR CAMPAIGN MANAGER
Digigro
07.2020 - 08.2021
- Leveraged social media channels such as Facebook Ads Manager and Twitter Advertising Platforms to drive targeted traffic and conversions.
- Maintained up-to-date knowledge of current trends in digital marketing technologies including AI and Machine Learning algorithms used for predictive analytics.
- Identified opportunities for improvement in existing processes, created action plans to address them, and tracked progress against objectives.
- Coordinated cross-functional teams across departments to ensure timely delivery of projects according to plan.
- Created detailed reports on campaign performance metrics including ROI, conversion rates, A and B testing results.
- Developed and implemented successful multi-channel marketing campaigns to increase customer engagement and sales revenue.
- Conducted extensive research into competitor activities to identify potential areas for growth and expansion.
- Optimized campaigns by utilizing advanced segmentation techniques based on user behavior analytics.
- Reviewed weekly reports generated by our analytics team summarizing key performance indicators across all active campaigns.
- Managed a team of 8 digital marketing professionals responsible for developing creative content, optimizing campaigns, and tracking results.
- Built strategic partnerships with influencers and industry leaders to expand reach of campaigns.
- Maintained up-to-date knowledge of industry trends.
- Optimized campaigns based on feedback from customers and stakeholders.
- Performed highly analytical reporting on campaign performance to tweak strategy where needed.
DIGITAL MARKETING MANAGER
Codum Technologies
07.2018 - 11.2019
- Developed and executed creative digital marketing strategies to increase brand awareness and drive website traffic.
- Identified target markets to create messaging appealing to specific groups of consumers.
- Managed social media accounts across multiple platforms such as Twitter, Facebook, LinkedIn, YouTube, Instagram, creating engaging content while increasing followership.
- Coached team members on best practices related to SEO optimization tactics.
- Analyzed website performance metrics to identify opportunities for improvement in user experience and conversions.
- Optimized website content for SEO purposes by researching keywords, developing metadata tags, creating internal links.
- Executed retargeting campaigns based on customer behavior analysis.
- Created and implemented paid search campaigns, including keyword research, bid management, ad copy writing, budgeting, and campaign optimization.
- Monitored online conversations about company's brand or products to identify customer service issues or concerns requiring attention.
- Monitored emerging trends in digital marketing technology and developed plans for adapting them into existing strategies.
- Conducted A/B testing on landing pages to optimize conversion rates.
- Designed email campaigns using HTML coding techniques to reach target audiences with personalized messages that drove sales results.
- Implemented tracking codes for analytics tools like Google Analytics to monitor progress of campaigns.
- Identified appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
- Managed tracking and reporting of search-related activities and provided analyses to marketing executives.
- Managed a team of 10+ digital marketing professionals responsible for developing creative content, optimizing campaigns, and graphic designing, website Developers.
- Reduced total employee loss by 20% through implementing a comprehensive retention strategy.
DIGITAL MARKETING SPECIALIST
Crystal
08.2015 - 06.2018
- Developed and executed creative digital marketing strategies to increase brand awareness and drive website traffic.
- Identified target markets to create messaging appealing to specific groups of consumers.
- Managed social media accounts across multiple platforms such as Twitter, Facebook, LinkedIn, YouTube, Instagram, creating engaging content while increasing followership.
- Coached team members on best practices related to SEO optimization tactics.
- Analyzed website performance metrics to identify opportunities for improvement in user experience and conversions.
- Optimized website content for SEO purposes by researching keywords, developing metadata tags, creating internal links.
- Executed retargeting campaigns based on customer behavior analysis.
- Created and implemented paid search campaigns, including keyword research, bid management, ad copy writing, budgeting, and campaign optimization.
- Monitored online conversations about company's brand or products to identify customer service issues or concerns requiring attention.
- Monitored emerging trends in digital marketing technology and developed plans for adapting them into existing strategies.
- Conducted A and B testing on landing pages to optimize conversion rates.
- Designed email campaigns using HTML coding techniques to reach target audiences with personalized messages that drove sales results.
- Implemented tracking codes for analytics tools like Google Analytics to monitor progress of campaigns.
- Identified appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
- Managed tracking and reporting of search-related activities and provided analyses to marketing executives.
JUNIOR WEB DESIGNER
Clutch Integrated Technologies
01.2013 - 03.2015
- Designed and developed numerous websites using HTML, CSS, JavaScript, and WordPress.
- Optimized website performance by implementing SEO best practices such as meta tags, keyword density.
- Translated mockups into working prototypes using jQuery libraries and other scripting languages.
- Researched the latest industry trends in web design and development technologies.
- Conducted usability tests on newly designed websites before deployment.
- Implemented Google Analytics tracking codes for client websites for data collection purposes.
- Managed content updates on multiple client websites utilizing a CMS platform.
- Performed QA testing of all websites prior to launch to ensure accuracy and functionality.
Education
B.TECH - IT
Shanmuganathan Engineering College
07.2012
HSC - undefined
Ideal Higher Secondary School
04.2008
SSLC - undefined
C.S.M.A Higher Secondary School
01.2006
Skills
Google Ads
Linkedin Ads
KPI Tracking
Lead Generation Management
Landing Page Optimisation
Social Media Strategy
Retargeting & ABM
B2B Lead Funnels (MQL → SQL → Opportunity)
Creative Experimentation & CRO
GA4 & Google Tag Manager
Hubspot
Power BI
Awards
MDG Chief at ITILITE
Timeline
VP – Alternate Revenue & Affiliate Growth
Scale.io Technologies
01.2024 - Current
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
01.2013 - 03.2015
HSC - undefined
Ideal Higher Secondary School
SSLC - undefined
C.S.M.A Higher Secondary School
B.TECH - IT
Shanmuganathan Engineering College