VIKAS PANDEY
Gurugram
Summary
Results-driven Digital Marketing Specialist with experience managing ₹2.5Cr+ monthly ad spend across multiple D2C brands at Bombay Shaving Company. Specialized in Meta Ads (Facebook & Instagram) with expertise in scaling revenue through data-driven campaign strategies, audience segmentation, and creative testing. Proven ability to improve ROAS, reduce CAC, and drive profitable customer acquisition through full-funnel performance marketing across Meta and Google. Strong experience in campaign optimization, conversion tracking, and performance analytics using tools like GA4, GTM, and Looker Studio.
Overview
9
9
years of professional experience
1
1
Certification
Work History
Meta Specialist
Go100days.co (Under Bombay Shaving Company)
Gurugram, India
02.2025 - Current
- Oversaw management of ₹2.5 cr+ monthly advertising budget across Meta ads to optimise customer acquisition efforts.
- Executed comprehensive full-funnel meta campaign structures, driving awareness, consideration, and conversion outcomes.
- Developed and implemented advanced audience strategies, including custom audiences, lookalikes, and behavioural targeting.
- Optimised campaigns to enhance return on advertising spend, reduce customer acquisition cost, and increase conversion rates through strategic A/B testing of creatives, audiences, and placements.
- Spearheaded collaboration with creative teams to design high-impact ad creatives driven by performance insights and audience behaviour.
- Monitored key performance metrics including ROAS, CPA, CTR, CPM, conversion rate, and customer acquisition cost to optimise campaign performance.
- Orchestrated and oversaw the implementation of Meta Pixel conversion API and event tracking through the utilisation of Google Tag Manager and GA4.
- Analysed campaign data and developed performance dashboards in Looker Studio to enhance reporting accuracy.
- Conducted funnel analysis to identify drop-off points and optimize campaigns for better conversion efficiency.
- Worked closely with product and CRM teams to improve lead quality and customer retention strategies.
- Scaled high-performing campaigns while maintaining profitable acquisition and efficient budget allocation.
Subject Matter Expert
Wipro Technology (Project: Meta Ads-Perf. Mrktg)
Gurugram, India
03.2022 - 01.2025
- Oversaw 30+ meta ad accounts across diverse industries to enhance performance and ROI through strategic planning, A/B testing, and optimisation.
- Spearheaded optimisation of targeting, creative strategy, and funnel-based performance marketing to drive significant growth in ad revenue for top clients.
- Spearheaded account audits, optimised campaign structures, and developed full-funnel ad strategies to enhance overall performance.
- Leveraged meta internal tools and third-party analytics platforms to derive actionable performance insights and enhance attribution strategies.
- Optimised ad spend strategies to drive efficiency and enhance key performance indicators.
- Drove client success and retention by proactively identifying growth opportunities and delivering impactful quarterly business reviews.
- Oversaw revenue management for quarterly spend of 3-4 billion, ensuring optimal resource allocation and fiscal responsibility.
- Facilitated communication between Meta’s product team and clients to enhance user adoption through effective feedback relay.
Sr. Digital Marketing Strategist
Concentrix India (Google Ads)
Gurugram, India
07.2018 - 11.2021
- Optimised search display shopping and YouTube campaigns for client accounts, driving substantial returns on advertising spend.
- Orchestrated full-funnel performance strategies across Google Ads ecosystem, driving alignment between campaign execution and business growth objectives.
- Conducted advanced keyword research and audience intent mapping to enhance high-quality traffic and conversions.
- Implemented robust conversion tracking and attribution frameworks using Google Tag Manager and Google Analytics to enhance performance measurement across funnels.
- Implemented smart bidding strategies to optimise lead quality, scale campaigns, and enhance cost efficiency.
- Optimised creative testing and copy extensions to elevate click-through rates and enhance user engagement.
- Spearheaded and scaled Google Shopping campaigns for D2C/ecommerce brands while optimising product feeds through Google Merchant Centre.
- Developed real-time performance dashboards using Looker Studio, enabling data-driven decision making for stakeholders.
- Partnered with cross-functional teams to ensure campaign strategy, creative, and user experience were aligned for maximum performance.
Customer Service Representative
Renovision Autiomation Services Pvt. Ltd.
07.2017 - 07.2018
- Oversaw customer service processes to ensure resolution of complaints and enhance customer experience.
- Conducted quality assurance surveys with customers to enhance service delivery and identify areas for improvement.
- Utilise extensive product knowledge to enhance customer support experiences.
Education
Diploma of Higher Education - D.El.Ed
Janhit Institute of Education
Greater Noida, UP2019
Bachelor of Computer Science(BCA) - Computer Science
Mahatma Gandhi Kashi Vidyapith
Varanasi2014
Skills
- Team leadership and KPI management
- Digital Marketing Strategy and Full-Funnel Growth
- Budget management and ROAS optimisation (₹25 crore monthly spend)
- Conversion Rate Optimisation (CRO) and Attribution Modelling
- Cross-functional leadership
- Lead Management, Nurturing, and Data Analysis
Hobbies and Interests
- Music
- Travel
Certification
- Meta Certified Digital Marketing Associate (Meta Blueprint)
- Meta Certified Media Planning Professional
- Meta Certified Media Buying Professional
- Google Ads Search Certification (Google Skillshop)
- Google Analytics 4 (GA4) Certification
- HubSpot Digital Marketing Certification
- SEMrush SEO Toolkit Certificate
Timeline
Meta Specialist
Go100days.co (Under Bombay Shaving Company)
02.2025 - Current
Subject Matter Expert
Wipro Technology (Project: Meta Ads-Perf. Mrktg)
03.2022 - 01.2025
Sr. Digital Marketing Strategist
Concentrix India (Google Ads)
07.2018 - 11.2021
Customer Service Representative
Renovision Autiomation Services Pvt. Ltd.
07.2017 - 07.2018
Diploma of Higher Education - D.El.Ed
Janhit Institute of Education
Bachelor of Computer Science(BCA) - Computer Science
Mahatma Gandhi Kashi Vidyapith