Vasu Narayan

• Was managing Business Coaches and D2C Personal Brands to help scale their Business ROI or reduce acquisition costs
• Go To Market Strategy for all funnels: Lead Gen or Direct Sales
• Media Planning and campaigns structuring
• Creative and LP design and ideology with industry benchmark conversion rates and CPAs
• Notable client during my freelancing tenure were Astro Arun Pandit (Numerology & Astrology Webinar and Direct Sales Funnel), LIT School, Success Gyan, etc
• Was able to scale Astro Arun Pandit's Webinar by 3x (1000 to 3000 registrations per week) in a month with Creative and LP testing and double downing on the best performers
• Scaled Multiple Success Gyan Coaches from 0-30 lakhs per month spends with ROI positivity and industry benchmark CACs
• Introduced UGC and Influencer marketing for the brands
• Opened Affiliate and Native channels for the brands to increase brand visibility across the targeted locations
• Coordinated events such as product launches or promotional activities designed to engage customers
• Provided ongoing support for existing campaigns by monitoring results and making necessary adjustments accordingly
• Built Detailed Monthly Roadmaps aligning with yearly goals for the brands
• Analyzed customer feedback data (ran Surveys) to provide strategic decisions and drive further optimization efforts
• Produced performance reports that tracked KPIs such as website visits, Conversions and Conversion rates, traffic patterns, and social media engagement rates in order measure campaign successes

PS - Parted ways since my skills did not match the role requirement and apparently KRAs weren't growth friendly as per my future plans

Strategic Leadership & Team Management

• Spearheaded cross-functional teams of 15+ professionals while managing a diverse portfolio of clients across multiple verticals, delivering comprehensive omnichannel marketing solutions
• Orchestrated CXO-level strategic planning sessions and stakeholder management, resulting in the successful deployment and optimization of an 80Cr+ annual media budget
• Cultivated and Scaled 40+ client relationships across 20+ industries, ensuring brand safety and maintaining categorical exclusivity while driving measurable business outcomes

Performance Marketing & Brand Strategy

• Architected data-driven performance marketing frameworks for D2C brands, resulting in significant CAC reduction and enhanced brand equity across digital touchpoints
• Developed and implemented comprehensive creative strategy playbooks, optimizing content-market fit while maintaining brand consistency across channels
• Pioneered innovative campaign architecture leveraging multivariate testing methodologies, enabling scalable growth across diverse digital ecosystems

Operational Excellence & Analytics

• Engineered proprietary BI dashboards integrating cross-channel marketing metrics, enabling real-time optimization and granular performance analysis
• Devised Wastage Monitoring and Creative Monitoring Frameworks which helped reduce waste and scale accounts rapidly
• Established automated reporting infrastructure at both organizational and departmental levels, significantly improving operational efficiency and data-driven decision making
• Implemented vendor optimization strategies across affiliate and native advertising channels, achieving 60-70% cost reduction while maintaining performance metrics

Team Development & Process innovation

• Designed and executed comprehensive training programs for marketing executives, focusing on strategic planning, analytical thinking, and campaign optimization
• Formalized standard operating procedures for campaign management and performance optimization, ensuring consistency and scalability across client portfolios
• Fostered strategic partnerships with key industry vendors and platforms, creating sustainable competitive advantages for client organizations

Notable Success

Beauty Personal Care (Forest Essentials, Dermalogica):

• Increased e-commerce conversion rate from 0.3% to 2% through strategic funneling campaigns
• Drove 50% incremental revenue through Midnight Flash Sales using the device usage pattern of existing users
• Increased Brand Recall and Search Volume by 250% by tactfully placing the brand ads across YT & Meta along with Programmatic Channels

Health & Wellness (Kapiva, HyugaLife):

• Achieved 30% growth in Revenue Month-on-Month while maintaining 4-5 ROI (CM3 positive) through performance marketing
• Segregated SKUs and Sub Brands basis CM3 Margins and scaled them separately with different ROAS Targets successfully
• Reduced CAC by 40% while maintaining 200% ROAS for new Product Launch in Kapiva
• 33% jump in Brand Awareness, 840% Search lift for the Brand, Product revenue contribution increased by 2X

Food & Beverage (Slurrp Farm, The Whole Truth, Licious):

• Website Revenue for Slurrp Farm was increased by 140%, 85% scale in Spending while being ROI Positive, 200% Increase in Brand Search Volume
• 3X Increase in Acquisitions, 4X Increase in App Installs & CAC reduced by 45% in a span of 1 year for Licious
• For TWT, drove 3X Brand penetration on Amazon and D2C, 50% increase in Revenue, 60% increase in ROAS

Eyewear & Fashion (Lenskart, Under Armour, Nicobar):

• For Lenskart we were able scale their premium Brand John Jacobs by 2X in Yearly Revenue Revenue
• Led Under Armour's Digital Launch from 0-1, Scaled the accounts to 1Cr Ad Spends/month in a quarter while generating a ROAS of 400%
• Improved store footfall by 40% through Hyperlocal Programmatic initiatives while also utilizing Brand Ads at zipcode level in Lenskart and Under Armour Both
• Indirect Impact on Retail Revenue helped increase overall business Revenue by 30%-40% MoM
• Increased YT Subscribers and engagement by 100% leading to Brand Recall uplift by 32%

Services (Urban Company, Edureka, Virohan):

• 2X scale with 45% optimized CAC on Urban Company App Acquisitions
• Grew Salon, Cleaning and AC Categories by 50-100% in terms of Acquisition using Performance Branding at Scale
• Reduced Marketing Spends in Locations where incremental Revenue wasn't profitable - using Mix Marketing Model at City Level
• Achieved 30% growth in online course enrollments in Edureka, while helping them resolve attribution problem, stitched end-to-end user journey for tracking & personalization of remarketing funnel for existing user funnel using first and last click data both
• Virohan, saw 40% reduced CPQL with our media buying efforts at scale with high Creative Testing and end-to-end Vernacular Communication scaling for different regions

• Handling Digital Marketing and Business Analytics(Social Media and Analytics)At BasketN (Intially a delivery app for grocery layter converted to retail cart automation) using Google Analytics and preparing SEO , SEM, Marketing Strategy and Data representation for the Business.
• Led UX to redesign app pages, diversify strategies and revitalize social media presence.
• Monitored online trends, conversations and innovations to grow social handles
• Conducted user interviews, user testing and analyzed existing applications analytics to determine gaps in features and usability of the App
• Drawing Insights from Google Analytics, Excel & Keyword Planner
• Data Collection and Visualization using Google Forms and Tableau respectively

• Conducted training sessions for customers on new technologies or products they purchased from us
• Resolved escalated tickets from other team members in order to meet SLA commitments
• Helped maintain B2B and B2C relationships for Adobe
• Handled Technical Support Analytics for Enterprise accounts
• Escalating and Resolving Tech-related Issues
• Collaborating with the Software Development Team of each product
• Monitoring and Quality checking the Technical Support Team on Enterprise Accounts