Performance Marketing Manager · Delhi, India
Open to Senior Roles
ChetanyaChaudhary.
6+ years managing ₹1.5Cr+ in ad budgets across D2C, Legal-Tech, Travel & FMCG. I build the full stack — campaigns, attribution infrastructure (GA4 + GTM + CAPI), Looker Studio dashboards, and the team executing them.
₹1.5Cr+
Annual Ad Budgets
Agency · In-house · Freelance
16+
Clients Managed
Finance · D2C · FMCG · Legal-Tech
25+
Certifications
Google · Meta · Analytics · CRM
7
Marketplaces Launched
Amazon · Flipkart · Blinkit +4
Proven Results
Case Studies
Three accounts. Three different problems. What I found, what I changed, what happened.
01
Legal-Tech · Google Ads · Search · PMax · GA4
Google Campaign Restructure & ROAS Recovery
₹10L+/month Google account with broken attribution, keyword cannibalisation, and PMax running blind. Rebuilt from scratch — tracking, campaigns, bidding, dashboards.
35%
ROAS Improvement
30–40%
Conv. Recovered
02
Travel D2C · Meta + Google + RTB · Lead Quality
₹50L/Month Lead Quality Overhaul
Travel brand optimising for form fills, not bookings. Rebuilt audience strategy, destination-specific landing pages, and pipeline attribution connecting ad spend to revenue.
₹50L
Monthly Budget
~28%
Lead Quality Lift
03
Intimate Wellness · Full D2C Build · 7 Marketplaces
Brand Built from Zero Across 7 Marketplaces
Zero to live across Amazon, Flipkart, Meesho, Blinkit, Nykaa, Myntra, Zepto. Full stack: paid media, server-side CAPI, WhatsApp retention automation.
7
Marketplaces Live
~25%
Repurchase Rate
Case Study 01 · Legal-Tech · Google Ads · ScriptAI Digital Services
Google Campaign Restructure, GA4 Attribution Fix & ROAS Recovery
₹10L+/month Legal-Tech Google account with broken tracking, keyword cannibalisation, and PMax running without audience signals. Rebuilt everything — ROAS improved 35% before adding a single extra rupee.
35%
ROAS Improvement
Same budget, optimised campaigns
30–40%
Conversions Recovered
Via GA4 + GTM rebuild alone
60 Days
To Show Results
After full restructure
8+/10
Event Match Quality
After CAPI & enhanced conv.
Google Ads Manager — Before State
Campaign overview: ROAS, CPL, conversions from Month 1. The baseline that makes the transformation story credible.
⏳ Screenshot Coming Soon
Google Ads Manager — After State
Same columns, same duration. ROAS and conversion lift side-by-side. This is the proof screenshot.
⏳ Screenshot Coming Soon
GA4 Events Report — After GTM Rebuild
Events tab showing conversion events firing correctly. Proves the attribution fix — not just the claim.
⏳ Screenshot Coming Soon
Looker Studio CMO Dashboard
ROAS trend, CPL over time, spend vs conversions — automated daily via Supermetrics for CMO-level reporting.
⏳ Screenshot Coming Soon
02 — The Problem
What Was Broken
- Keyword cannibalisation: Broad match across campaigns triggering same queries, inflating CPC
- Attribution failure: GA4 misfiring — 30–40% of conversions never recorded
- PMax running blind: No audience signals, no CRM data. Budget wasted on low-intent placements
- No brand/non-brand split: Budget and Quality Score bleeding across both
The CMO was making budget decisions on data missing 30–40% of actual conversions. The campaigns weren’t underperforming — the reporting was broken.
04 — What I Changed
The Fix
- Campaign restructure: Brand vs non-brand split. Phrase + exact match. Account-level negatives.
- GA4 + GTM rebuild: Fixed triggers, broken imports. Enhanced conversions configured. +30–40% attributed conversions instantly — zero traffic change.
- PMax overhaul: 3 asset groups, CRM audience signals, past-converter lists, search themes aligned.
- Bidding progression: MaxConv (30 days) → tCPA → tROAS. Clean data before adding constraints.
- Looker Studio: Daily automated CMO dashboard via Supermetrics.
Case Study 02 · Travel D2C · Meta + Google + RTB · Best Fare Destinations
₹50L/Month Paid Media — Lead Quality Overhaul & Revenue Pipeline Attribution
Two years managing paid media for a travel D2C brand optimising for form fills, not bookings. Rebuilt the entire strategy and connected ad spend to actual revenue for the first time.
₹50L
Monthly Budget Managed
End-to-end, 2 full years
~28%
Lead Quality Improvement
Callback-to-booking rate lift
~20%
CPC Reduction
After RTB cleanup & restructure
2 Yrs
Account Tenure
Full ownership, both platforms
Meta Ads Manager — Before State
Campaign level: spend, CPL, results from early tenure. Establishes CPL baseline before the overhaul.
⏳ Screenshot Coming Soon
Meta Ads Manager — After State
Same columns, same duration. CPL drop clearly visible. The headline number made visible.
⏳ Screenshot Coming Soon
Looker Studio Pipeline Dashboard
Ad spend connected to CRM bookings. Cost-per-booking by channel. First time both teams saw the same data. Most powerful screenshot in this case study.
⏳ Screenshot Coming Soon
Google Ads — CPC & Conversion Rate
Search campaigns: CPC column, conversion rate, cost/conv over 2-year period. Corroborates CPC reduction claim.
⏳ Screenshot Coming Soon
02 — The Problem
What Was Broken
- Wrong optimisation target: Form fills, not qualified intent. Low callback conversion rate.
- Single landing page: ₹30K budget travellers and ₹3L premium buyers on the same page.
- RTB wasting budget: Cheapest CPL in account. Near-zero booking rate.
- No pipeline visibility: Ad spend and CRM bookings completely disconnected.
ROAS looked fine. But ROAS doesn’t tell you if the sales team is converting those leads. Cost-per-booking was invisible because no one connected the data.
04 — What I Changed
The Fix
- Meta audience rebuild: CRM custom audiences from high-LTV bookers. 1% lookalike from top bookings by value.
- Destination landing pages: Separate flows ₹50K vs ₹1L+. Budget qualifier in lead form — pre-qualify at top of funnel.
- Bidding shift: Meta cost cap. Google tCPA against qualified-lead action, not raw form fill.
- RTB cleanup: Cut zero-booking placements. Budget reallocated to proven sources.
- Pipeline dashboard: Looker Studio connecting ad spend → CRM booking status.
Case Study 03 · Intimate Wellness · Full D2C Build · Arousique (Freelance)
Arousique — Full D2C Brand Built from Zero Across 7 Marketplaces
Zero digital presence. Zero marketplace history. Built the complete D2C infrastructure — 7 marketplace listings, server-side CAPI via Stape.io, paid media in a restricted category, and WhatsApp retention automation from scratch.
7
Marketplaces Live
From zero, full compliance
30–40%
Conversions Recovered
Via Stape.io CAPI setup
8+/10
Event Match Quality
After server-side tracking
~25%
WhatsApp Repurchase Rate
Via RFM retention flows
Amazon Seller Central / Flipkart Seller Hub
Dashboard: total orders, GMV, units sold, account health. Proves launch and actual sales — not just listings going live.
⏳ Screenshot Coming Soon
Meta Events Manager — CAPI Event Match Quality
Events Manager → Data Sources → Pixel → Event Match Quality tab. Quality score + matched events. Direct proof of server-side CAPI setup — most agencies can’t show this.
⏳ Screenshot Coming Soon
GA4 Acquisition Overview
Reports → Acquisition → Traffic Acquisition. Sessions by channel, revenue column, conversion events from best performing month.
⏳ Screenshot Coming Soon
Interakt WhatsApp Automation Dashboard
Active flows, delivery rate, open rate, click rate on post-purchase sequence. Validates the ~25% repurchase rate claim.
⏳ Screenshot Coming Soon
02 — Full Stack Built
Everything Built from Zero
| Layer | Tools | What |
|---|---|---|
| Marketplaces | Amazon · Flipkart · Meesho · Blinkit · Nykaa · Myntra · Zepto | Listings, A+ content, GST/MSME/APOB compliance |
| Paid Media | Meta · Google · Pinterest · WhatsApp Business | Campaigns, creative, restricted-category frameworks |
| Tracking | GA4 · GTM · CAPI via Stape.io | Server-side event tracking, 30–40% conv. recovery |
| Payments | Razorpay · Shiprocket · Interakt | Checkout, fulfilment, automation |
| Retention | Interakt · WhatsApp · RFM | Post-purchase sequences, ~25% repurchase rate |
04 — WhatsApp Retention Architecture
Retention System Built
- Order confirmation → delivery update → Day-7 check-in (review + product experience)
- Day-21 repurchase trigger with personalised SKU based on purchase history
- RFM segmentation: High-frequency (early access) vs one-time buyers (educational + discount trigger)
- Result: ~25% repurchase rate from WhatsApp — compounding monthly, reducing paid dependency
Each repeat purchase costs zero in acquisition spend. The retention system compounds — growing share of revenue from existing customers as the brand scales.
Capabilities
What I Do
End-to-end performance marketing — campaign architecture to attribution to CMO-level reporting.
Paid Search & Shopping
Google Search, PMax, Shopping, Display, YouTube. Advanced bidding: MaxConv → tCPA → tROAS. Keyword architecture, brand vs non-brand splits, account-level negatives.
Paid Social
Meta ABO/CBO, DPA, Lead Gen, Reels. CRM custom audiences, Lookalike strategy, cost cap bidding. Hook → body → CTA creative testing frameworks.
Attribution & Tracking
GA4 + GTM setup and auditing. Meta CAPI via Stape.io. Enhanced conversions. Post-iOS 14 recovery — typically restoring 30–40% of previously unrecorded conversions.
Reporting & Dashboards
Custom Looker Studio dashboards for CMO-level reporting. ROAS trend, CPL by channel, spend pacing. Automated daily via Supermetrics — no manual exports.
Retention & CRM
Klaviyo email flows, WhatsApp automation via Interakt/ManyChat. RFM segmentation — high-frequency vs one-time buyers. Post-purchase sequences mapped to repurchase windows.
D2C & Marketplace
End-to-end marketplace setup: Amazon, Flipkart, Meesho, Blinkit, Nykaa, Myntra, Zepto. Product feeds, Merchant Center, GST/MSME/APOB compliance, A+ content.
How I Work
My Process
Every account gets the same four steps. No shortcuts on step one.
01
Audit First
Campaign structure, keyword cannibalisation, tracking integrity, attribution gaps. I don’t touch budgets until I know what’s broken and what’s actually driving revenue.
02
Fix the Foundation
GA4 + GTM rebuild, CAPI setup, enhanced conversions. Attribution must be accurate before any optimisation decision means anything.
03
Rebuild & Scale
Restructure campaigns, implement bidding progressions, build creative testing frameworks. Scale what the data confirms — not what looks good on a dashboard.
04
Report in Revenue
Looker Studio dashboards answering what the CMO actually cares about. Not platform metrics — business outcomes: CAC, MER, LTV, cost-per-booking.
By The Numbers
Business Impact
35%
Avg ROAS Improvement
Legal-Tech Google account, 60-day window
30–40%
Conversions Recovered
Via GA4 + CAPI attribution fixes
₹50L
Peak Monthly Spend Managed
Best Fare travel campaigns, 2 years
Work History
Experience
ScriptAI Digital Services
Digital Marketing & Growth Manager
September 2025 – Present
₹10L+/month
- Spearhead performance marketing for in-house legal-tech products and 16+ external D2C/service clients across Finance, FMCG, Legal-Tech, and Education.
- Oversee ₹10L+ monthly ad spend across Google Ads (Search, PMax, Shopping, Display) and Meta (ABO/CBO); delivered 25–40% ROAS improvement.
- Rebuilt GA4 + GTM tracking, Meta CAPI via Stape.io — recovered 30–40% of previously unrecorded conversions.
- Restructured legal-tech Google account: keyword cannibalisation fixed, GA4 misfiring resolved, CRM audience signals added to PMax — results within 60-day window.
- Built Looker Studio dashboards for CMO-level reporting, attribution analysis, and spend optimisation via Supermetrics.
- Executed advanced bidding strategies: MaxConv → tCPA → tROAS structured learning progressions across client accounts.
- Directly mentored 4 junior marketers; translated platform metrics into CMO-level actionable briefs.
Cluster Innovation Centre, University of Delhi
Project Manager
April 2024 – July 2025
₹1.5Cr budget
- Oversaw operations and a ₹1.5Cr annual budget including procurement, vendor management, and financial documentation.
- Coordinated a 20-member cross-functional team for university initiatives and startup programs.
- Assessed and mentored startups, conducted workshops, facilitated partnerships with industry experts and government bodies.
Best Fare Destinations
Digital Marketing Executive
April 2022 – March 2024
₹50L/month
- Managed ₹50L/month paid media across Google Ads and Meta end-to-end for 2 years including RTB and sales coordination.
- Rebuilt audience strategy using CRM custom audiences from high-LTV bookers and 1% lookalikes — improving lead quality ~28% and callback conversion rate.
- Launched destination-specific landing pages with budget-tier separation (₹50K vs ₹1L+ flows) — pre-qualifying leads at top of funnel.
- Cut zero-booking RTB placements, reallocated budget — improving cost-per-booking ~20%.
- Built Looker Studio pipeline dashboard connecting ad spend to CRM booking status.
Info Edge (India) Ltd.
IT Support Engineer
March 2020 – March 2022
- Provided first-line IT support for software, hardware, and network issues with documented SOPs.
- Managed technology infrastructure supporting customer-facing operations across business units.
Freelance Work
Projects
Independent projects across D2C, Finance, and Hyperlocal — built and managed end-to-end.
Finance · D2C
BudgetPe & DigiAid
Digital Marketing Strategist
Google Ads and Meta lead generation for 16+ clients across Finance, FMCG, and Education. Marketing automation with CRM integration. Optimised for ROAS, lead quality, and conversions aligned to client KPIs.
D2C · Intimate Wellness
Arousique
Brand & Marketing Strategist
End-to-end D2C build: 7 marketplaces, server-side CAPI via Stape.io recovering 30–40% of lost conversion data, WhatsApp retention with RFM segmentation achieving ~25% repurchase rate.
Hyperlocal · Platform
FixKart
Product Manager, Digital/Platform
Platform logic for customer, vendor, and technician journeys. Surveyed 180+ users and incorporated feedback into workflows. Defined service categories, CTAs, payment flows, and SLAs.
Verified Credentials
Certifications
25+ certifications across Google, Meta, and MarTech — covering every layer of the performance marketing stack.
9
Google Ads
6
Meta
2
DV360
3
Analytics
5
MarTech/CRM
25+
Total
Google Ads — Core (9 Certifications)
✓Google Ads Search CertificationGoogle
✓Google Ads Creative CertificationGoogle
✓Google Ads Measurement CertificationGoogle
✓Google Shopping Ads CertificationGoogle
✓Google Video Ads CertificationGoogle
✓Google Performance Max CertificationGoogle
✓Google Display Ads CertificationGoogle
✓Google Remarketing & Audience SolutionsGoogle
✓Google Optimization Best PracticesGoogle
Meta Ads (6 Certifications)
✓Meta Media Buying ProfessionalMeta
✓Meta Creative Strategy CertificationMeta
✓Meta Media Planning ProfessionalMeta
✓Meta Digital Marketing AssociateMeta
✓Meta CAPI Advanced CertificationMeta
✓Meta Scaling & Performance StrategyMeta
Analytics & DV360 (5 Certifications)
✓Google Analytics 4 CertificationGoogle
✓Looker Studio CertificationGoogle
✓Google Multi-Channel FunnelsGoogle
✓DV360 CertificationGoogle
✓Google Programmatic CertificationGoogle
MarTech & CRM (5 Certifications)
✓HubSpot Omnichannel MarketingHubSpot
✓Klaviyo Automation CertificationKlaviyo
✓Interakt WhatsApp AutomationInterakt
✓Supermetrics Reporting CertificationSupermetrics
✓Marketing Analytics SpecializationCoursera
Qualifications
Education
2025
Professional Certificate in Digital Marketing (PCDMS)
IIDE — Indian Institute of Digital Education
2017 – 2021
Bachelor of Commerce (Honours)
University of Delhi
Let’s Work Together
Open to Senior PMM & Manager Roles
Agency-side. Own a portfolio of client accounts. Manage a small team. Evaluated on client ROAS, retention, and budget growth. Delhi. Available immediately.
Send Me a MessageEmail — Primary
reachchetanya@gmail.com
LinkedIn
linkedin.com/in/chetanya-chaudhary
Phone
+91-8929382886
Location
Delhi, India · Available Immediately