The Derma Co D2C channel was underperforming relative to its brand strength. Daily revenue was inconsistent, media spends were inefficient, and blanket discount promotions were eroding margins without driving meaningful retention. The funnel had leaks at multiple stages from ad click to checkout.

• Rebuilt media allocation across Meta and Google using cohort LTV data, shifting budget toward high-retention audiences
• Replaced blanket discounts with targeted, segment-specific offer structures
• Ran structured A/B testing on creatives, improving CTR by 15% and reducing CPM waste
• Optimised landing pages and checkout flow based on funnel drop-off analysis
• Built a dynamic bid engine using LTV and incrementality signals to automate bid adjustments by cohort

• Grew BAU daily revenue by ~20% (~$10K/day uplift) within months of taking ownership
• Executed sale events delivering 8-10x BAU revenue through real-time optimisation
• Improved CM3 from 2% to 5% through better spend efficiency and offer discipline
• CTR improved 15% across key Meta and Google campaigns
• Recognised with the Scotch Award and Avengers Award for high-impact performance

Snapdeal had a large mobile web user base but app penetration was low. While app users delivered significantly higher LTV, app installs came at a much higher CAC compared to mobile web. Acquisition campaigns were not differentiated by channel, leading to inefficient spend on direct app installs. There was no systematic strategy to first acquire users on low-cost web and then migrate high-value cohorts to the app.

• Shifted acquisition strategy to prioritise mobile web as the primary entry point, leveraging its lower CAC compared to app installs
• Designed a structured web → app migration funnel, identifying high-intent and high-LTV cohorts for transition
• Built sharp retargeting journeys across Meta and Google to push web-acquired users toward app install at the right lifecycle stage
• Deployed CRM automation via WebEngage (push, email, onsite nudges) to systematically drive app adoption
• Created app-exclusive incentives and experiences to improve conversion from web to app
• Used AppsFlyer cohort data to optimise bidding, prioritising users likely to transition and deliver higher lifetime value

• Users acquired via web and transitioned to app delivered higher LTV compared to both direct web and direct app acquisition
• Reduced blended CAC by 10% through smarter channel mix and app-first bidding
• Improved 90-day retention for app-acquired users through better onboarding and CRM flows
• Awarded Best Team Player Manager and Value Champion for cross-functional impact

Marketing spend at Snapdeal was producing a CM3 of -10%, meaning the business was losing money on every order after accounting for marketing costs. Budgets were allocated based on last-click attribution, which systematically over-credited retargeting and under-valued acquisition. There was no clear view of which channels were driving incremental orders versus cannibalising organic ones.

• Built an in-house multi-touch attribution model to move away from last-click and correctly credit each channel
• Ran geo-incrementality tests across key markets to measure true incremental contribution of paid channels
• Used insights to cut spend on channels cannibalising organic and reallocate to genuinely incremental ones
• Built a predictive LTV model to shift acquisition focus toward high-quality, high-retention users
• Developed a dynamic bid engine for cohort-based campaigns, improving paid efficiency by ~10%

• Improved CM3 from -10% to +5%, a 15-point turnaround in marketing profitability
• Geo-incrementality tests improved budget allocation accuracy by 20%
• Multi-touch attribution drove a 7-9% improvement in blended ROAS
• Dynamic bid engine improved paid efficiency by ~10% through automated bid multipliers
• Recognised with the Mountain Mover Award for delivering high-impact growth initiatives