shiva9193

Performance Marketing Manager

RenoFi • Selbstständig

Feb 2022 - Present • 4 yrs 7 mos

As Performance Marketing Lead at Renofi, I manage the full customer acquisition ecosystem across paid search, paid social, lead marketplaces, and partner channels to drive scalable revenue growth. I oversee multi-channel acquisition strategy across Google Ads, Microsoft/Bing Ads, Facebook Ads, lead generation partners such as Bankrate, and affiliate partnerships. My role includes channel strategy, budget allocation, campaign optimization, partner performance management, audience targeting, funnel analysis, attribution, and revenue optimization. I leverage data-driven approaches including tROAS/tCPA bidding frameworks, CPC optimization, customer segmentation, market analysis, predictive insights, and conversion funnel optimization to improve acquisition efficiency and maximize customer value. Key achievements: • Improved overall account ROAS from 14 to 20 through campaign restructuring, bidding optimization, and channel-level performance analysis. • Launched and scaled campaigns generating 36% higher average loan amounts by identifying high-value customer segments and optimizing acquisition strategy. • Reduced partner channel CPL by 17% and increased partner ROAS by 22% through performance analysis and low-competition market targeting. • Reduced CAC by 27% through attribution analysis, channel optimization, and ROI modeling, generating $2.2M in annual marketing cost savings. • Improved lead conversion rates by 19% through predictive lead scoring, funnel optimization, and customer behavior analysis. I combine performance marketing strategy, growth analytics, and experimentation to build scalable acquisition systems that improve revenue, marketing efficiency, and customer growth.

Senior Business Analyst - Marketing and Growth Operations

Toptal • Selbstständig

Aug 2020 - Feb 2022 • 1 yr 6 mos

At Toptal, I drove growth marketing strategies through advanced campaign analytics, paid search optimization, and customer behavior modeling. By connecting full-funnel data to paid search execution, I measurably improved efficiency and streamlined cross-channel reporting. Key Achievements & Responsibilities: 1) Search Engine Marketing & Budget Optimization: Engineered data-driven bidding and allocation strategies by analyzing lead quality, geographic performance, search behavior, and conversion patterns. Factoring in Customer Lifetime Value (CLV) and overall campaign profitability allowed us to reduce Cost Per Lead (CPL) by 13% without impacting total revenue. 2) Audience Segmentation: Applied clustering techniques to identify high-performing customer segments, enabling tighter audience targeting and refined keyword bidding strategies that contributed an additional 7% reduction in CPL. 3) Unified Marketing Analytics Pipelines: Built automated performance measurement systems integrating multi-source data from Google Ads, Search Console, Facebook/Social Ad Managers, Salesforce, and Google Analytics. This consolidated infrastructure reduced manual campaign reporting time by ~70%. 4) Social & Content Analytics: Analyzed cross-platform social media metrics and user engagement patterns, translating audience insights into content adjustments that boosted engagement rates across multiple channels.

Senior Business Analyst

Evalueserve • Vollzeit

Mar 2017 - Jul 2019 • 2 yrs 4 mos

At Evalueserve, I spearheaded marketing strategy, customer analytics, and sales growth initiatives for a global telecom client—leveraging predictive modeling and behavioral data to drive full-funnel conversion. Key Achievements & Responsibilities: 1) Data-Driven Go-To-Market (GTM) Strategy: Conducted market segmentation, competitive intelligence, demand forecasting, and customer propensity modeling to align marketing efforts with high-intent demand, driving a 28% increase in funnel generation. 2) Behavioral Targeting & Campaign Optimization: Analyzed web interaction patterns, transactional data, and customer behavior to optimize audience targeting and nurture workflows—boosting email open rates by 21% and improving overall lead quality. 3) Customer Segmentation & Cross-Sell Strategy: Built customer segmentation and product affinity models to uncover untapped cross-selling opportunities, increasing product penetration across the account base by 16%. 4) Funnel & Sales Enablement Dashboards: Developed end-to-end performance dashboards tracking customer value, marketing funnel metrics, and sales conversion rates to accelerate executive decision-making and sales effectiveness.