Performance Marketing Head · 8+ Years

Ibuildgrowthsystemsthatcompound.

Strategic Performance Marketer with 8+ years driving B2B & B2C lead generation and D2C & Ecommerce sales growth through Meta Ads and Google Ads, specialising in customer acquisition, ROAS optimisation, and data-driven strategies that deliver measurable business results.

5×
ROAS Achieved
₹25L+
Monthly Ad Spend Managed
B2B + B2C
Lead Generation
D2C + Ecommerce
Sales Growth
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Meta Ads · Google Ads · LinkedIn · Performance Max · GA4 · GTM · SEO

Vigneshwaran S, Performance Marketing Head

Vigneshwaran S

Chennai, India

Open to Work
₹0Cr+
B2B & B2C Business Value Generated
0+
High-Intent Leads Generated
0%
Lead-to-Conversion Improvement
0×
D2C Sales Growth

What I Own

Growth architecture across every layer.

Not a channel executor. A growth architect who owns strategy, mentors teams, and speaks in business outcomes, not impressions.

01

Full-Funnel Strategy

TOF → MOF → BOF. Channel mix, budget splits, scale/pause/kill decisions.

02

Paid Media

Meta, Google Search, Shopping, PMax, Demand Gen, LinkedIn, Spotify, YouTube.

03

GEO & Regional Targeting

Hyperlocal district-level strategy. Vernacular creative in Tamil, Telugu, Kannada, Malayalam.

04

WhatsApp & CRM Funnels

Wati + Manychat automation. Lead scoring logic. Handover to telecalling & sales.

05

SEO (Strategic)

CAC-linked SEO objectives. Local + international. Connected to performance funnels.

06

Reporting & Narratives

GA4, Looker Studio. Founder-facing insights. Business impact over vanity metrics.

Key Impact

Performance That Drives Real Business Growth

A selection of 5 case studies across D2C, Education, Real Estate and the agency itself, showcasing measurable results through data-driven performance marketing.

₹1Cr+
B2B & B2C Business Value Generated
300+
High-Intent Leads Generated
35%
Lead-to-Conversion Improvement
7×
D2C Sales Growth

Case Studies

5 Real Projects. Measurable Results.

Agency Growth

Scaling the Agency Through Performance Marketing

Executed full-funnel campaigns to generate qualified inbound leads for the agency, resulting in consistent business growth and new client acquisitions.

Key Strategy

  • Meta & Google Ads (Lead Gen)
  • Landing page optimization
  • Retargeting & funnel automation
2,400+
Leads Generated
₹244
CPL (Avg)
15%
Lead-to-Conversion

Steady pipeline of qualified leads supporting consistent agency growth.

D2C Ecommerce

7× Sales Growth for a D2C Brand

Scaled a D2C product brand through Meta and Google Shopping Ads, resulting in significant revenue growth and improved profitability.

Key Strategy

  • Meta Ads (Conversion + Retargeting)
  • Google Shopping & Performance Max
  • Creative testing & CRO
7×
Sales Growth
8.1×
ROAS (Peak)
136%
Increase in Purchase Volume

From low online sales to 7× revenue growth in 12 months.

Education

300+ Admission Enquiries in 3 Months

Generated high-quality admission enquiries for a school group through targeted campaigns, driving consistent admissions across multiple locations.

Key Strategy

  • Meta & Google Ads (Lead Gen)
  • Location & interest targeting
  • Landing pages with form optimization
300+
Enquiries Generated
₹290
CPL (Avg)
12%
Enrolment Conversion Rate

Consistent flow of qualified enquiries resulting in measurable enrolments.

Real Estate

High-Volume Property Leads with 5% Walk-in Rate

Executed a broad top-of-funnel acquisition strategy targeting 200 leads per day at 20 AED CPL, resulting in 10 daily site walk-ins with a 5% lead-to-walk-in conversion rate.

Key Strategy

  • Meta & Google Ads (Lead Gen)
  • Location targeting
  • High-intent audience segments
20 AED
Cost Per Lead (CPL)
10 Visits
Daily Site Walk-ins
400 AED
Cost Per Walk-in (CPW)

High volume of qualified leads driving consistent site visits and sales opportunities.

B2C Lead Generation

5× Revenue Growth for a B2C Service Brand

Increased qualified enquiries and revenue for a home and interior services brand through localized performance campaigns and retargeting.

Key Strategy

  • Meta & Google Ads (Lead Gen)
  • Local targeting & remarketing
  • Lead nurturing via WhatsApp CRM
5×
Revenue Growth
₹310
CPL (Avg)
28%
Lead-to-Sales Conversion

From limited enquiries to 5× revenue growth with improved lead quality and conversions.

Work History

8+ years, from SEO analyst to department head.

Paid social, search, analytics and organic, for brands and agencies across India, the UAE and the United States.

June 2024 - Current

Current

God Particles

Head of Digital Marketing

Chennai, India

₹15–20L+ monthly budgets5×–10× ROAS6+ clients
  • Lead Paid Social and Performance Marketing strategy for 6+ clients across real estate, education, healthcare, D2C, and F&B sectors on Meta Ads Manager, Google Ads, and LinkedIn Ads.
  • Managed ₹15–20L+ monthly advertising budgets with ownership of budget pacing, audience segmentation, retargeting campaigns, and lead generation strategies, consistently delivering 5×–10× ROAS.
  • Drive hands-on campaign execution and optimization including creative testing, conversion tracking, CPL optimization, and reporting.
  • Collaborate cross-functionally with creative, CRM, sales, and development teams to streamline landing page coordination and campaign workflows.
  • Implemented GA4, GTM, Meta Pixel, and Events Manager tracking frameworks for accurate attribution and QA validation.

July 2023 - May 2024

Bilimbe Digital

Marketing Specialist

Chennai, India

₹70L+ revenue generated−28% unqualified leads
  • Led full-funnel Paid Social and Google Ads campaigns for B2B and B2C brands across India.
  • Developed audience targeting, bidding frameworks, and retargeting strategies to improve campaign efficiency and ROAS.
  • Reduced unqualified leads by 28% through funnel optimization and audience exclusion strategies.
  • Generated ₹70L+ in revenue through integrated paid media and lead generation campaigns.

July 2022 - June 2023

Webstix

SEO Analyst

Wisconsin, United States

GA4 + GTM buildsInternational SEO
  • Implemented and configured Google Analytics 4 (GA4), including property setup, custom events, conversions, audiences, and reporting dashboards.
  • Designed and deployed Google Tag Manager (GTM) containers, tags, triggers, and variables for accurate user behaviour and conversion tracking.
  • Managed international SEO projects for clients across multiple industries, focusing on technical SEO, analytics implementation, and organic growth strategies.

January 2021 - July 2022

Tablo Noir

Digital Marketing Specialist

20,000 AED monthly budget80–200 leads / monthCPL 150–200 AED
  • Managed a 20,000 AED monthly advertising budget across Google Search Ads and Meta Ads for a Dubai-based real estate construction company.
  • Generated 80–200 qualified leads monthly while maintaining an average CPL of 150–200 AED.
  • Executed Paid Social campaigns including audience targeting, bid management, budget pacing, retargeting, and campaign optimization.
  • Coordinated across branding, creative, and account servicing teams to deliver cohesive campaign narratives, acting as the performance bridge between strategy and execution.
  • Conducted campaign QA, conversion tracking validation, pixel verification, and performance reporting.
  • Prepared weekly and monthly reports covering CPL, ROAS, lead quality, and advertising spend utilization.

December 2019 - December 2020

WRITENEED

Digital Marketing Executive

250+ qualified leads
  • Managed Google Search Ads campaigns and consistently generated 250+ qualified leads through campaign optimization.
  • Executed Meta Ads engagement and follower growth campaigns to improve brand reach and audience engagement.
  • Supported audience targeting, ad copy optimization, reporting, and conversion tracking implementation.

March 2018 - November 2019

Apple Infoway Pvt Ltd

SEO Analyst

Chennai, India

On-page & off-page SEO
  • Developed and executed keyword research strategies to optimize content for improved search rankings.
  • Executed on-page and off-page SEO strategies alongside keyword research and website optimization initiatives, boosting organic visibility and search performance.

The Funnel I Run

TOF → BOF. Each layer instrumented.

01

Top of Funnel

Awareness & Reach

Hyperlocal Meta + multilingual creative. Storytelling content built for movement, not metrics.

MetaSpotifyYouTube
02

Mid Funnel

Engagement & Capture

Manychat triggers, contest mechanics, retargeting cohorts and lead-form optimization.

ManychatWatiLead Forms
03

Bottom Funnel

Conversion & Revenue

PMax, Demand Gen, lookalike scaling. Daily budget reallocation against real-time ROAS.

Google PMaxLinkedInSearch
04

Post Conversion

Retention & Reporting

WhatsApp + CRM handover. Founder-facing narratives in Looker Studio, not dashboard dumps.

GA4LookerWhatsApp

SEO Case Study

From DA 10 to a 3,200+ visitor/mo engine.

Client: Parenting counseling brand, Bangalore. Goal: traffic growth and lead generation for online class bookings.

Starting Position
DA 10 · 50 keywords · 1,270 visitors/mo
3,200+
Monthly Visitors
was 1,270
DA 17
Domain Authority
was DA 10
90+
Ranking Keywords
was 50
+21%
Lead Submissions
+140%
Google Maps Impressions
+45%
Newsletter Signups
−18%
Bounce Rate
+32%
Site Speed

8-Month Growth Timeline

M1

SEO Audit & Technical Foundation

Fixed crawl errors, GA4 setup, Core Web Vitals. Site speed +32%, bounce rate −18%.

M2

Keyword Strategy & Content

Long-tail local keywords + 5 optimised blog posts. Keywords: 50 → 90. 3 posts on page 1.

M3

Backlinks & Local SEO

20+ backlinks, GMB optimisation, schema markup. DA: 10 → 17. Maps impressions +140%.

M4

UX & Conversion Optimization

CTAs, lazy loading, FAQ schema. Lead submissions +21%, session duration +40%.

M5

Content Scale & Topical Authority

6 in-depth posts + topic clusters. Traffic: 3,200+/mo. Newsletter +45%.

M6–7

E-E-A-T Signals & Authority

Expert bios, guest blogging, educational partnerships. Organic visibility +30%.

M8

Maintenance & Scale Planning

Quarterly audit, content refresh, monthly SEO reporting framework established.

Consolidated Impact

The numbers, across all clients.

8x
Best ROAS
Tamil book e-commerce brand · 9 months
5x
Revenue multiplier
F&B brand · ₹4L → ₹15L+ monthly · 12 months
900%
Peak sales growth
D2C baby care · Instagram + Meta · 1 month
4M+
Video views
Brand content driving awareness + conversion
300+
High-intent leads
Education brand · 3-month peak season
3,200+
Monthly SEO visitors
Built from 1,270 in 8 months with a full SEO stack

For the Growth Marketing Manager Role

What you're getting.

Not a channel executor. A growth architect who owns strategy, mentors teams, and speaks in business outcomes.

01

Strategy-First, Not Execution-First

I set channel mix, budget split, and scale/pause/kill decisions across 6+ concurrent clients. Execution is supervised, not micromanaged by me alone.

02

Founder-Facing Communication

Every client gets a monthly performance narrative, not a dashboard dump. I distinguish lead quality from volume and steer clients away from vanity metrics.

03

WhatsApp & CRM Funnel Experience

Built Wati automation flows defining lead scoring logic and handover workflows between performance, telecalling, and sales, which improved conversion by 35%.

04

Hyperlocal & Vernacular Targeting

District-level GEO strategy for Tamil Nadu. Multilingual creative in Tamil, Telugu, Kannada and Malayalam, proven across India and internationally.

05

Team Mentorship & Structure

Currently guiding junior performance executives, setting execution standards, and reducing founder dependency on daily decisions. That is your 6-month success marker.

06

SEO as a Growth Lever, Not a Silo

Managed 40+ international SEO projects. 8-month campaign growing traffic 2.5x and leads +21%. SEO connected directly to performance funnels and CAC objectives.

Skills & Credentials

The toolkit behind the numbers.

01

Paid Social & Biddable Media

Meta Ads ManagerFacebook AdsInstagram AdsLinkedIn AdsGoogle Search AdsPerformance MaxRetargeting CampaignsAudience SegmentationLead GenerationROAS & CPL OptimizationCampaign QAAd Operations
02

Analytics & Tracking

GA4Google Tag ManagerMeta PixelMeta Events ManagerConversion TrackingAttribution ReportingLooker StudioCampaign Analytics
03

Operations & Workflow

Cross-functional CollaborationStakeholder CommunicationCampaign Workflow ManagementJiraTrelloDelivery TrackingQuality AssuranceOperational Coordination

Education

  • Bachelor of Engineering, Mechanical Engineering

    Jawahar Engineering College · Chennai

    2016

  • Higher Secondary Education

    St. Andrew's Higher Secondary School · Arakkonam

    January 2012

Certifications

  • Performance Marketing

    Growth School

    2024

  • Digital Marketing Certification

    Litementor

    2017

Platforms & tools I run · daily

Meta Ads ManagerFacebook AdsInstagram AdsLinkedIn AdsGoogle Search AdsPerformance MaxGA4Tag ManagerMeta PixelEvents ManagerLooker StudioJira · TrelloMeta Ads ManagerFacebook AdsInstagram AdsLinkedIn AdsGoogle Search AdsPerformance MaxGA4Tag ManagerMeta PixelEvents ManagerLooker StudioJira · Trello
Meta Ads ManagerFacebook AdsInstagram AdsLinkedIn AdsGoogle Search AdsPerformance MaxGA4Tag ManagerMeta PixelEvents ManagerLooker StudioJira · TrelloMeta Ads ManagerFacebook AdsInstagram AdsLinkedIn AdsGoogle Search AdsPerformance MaxGA4Tag ManagerMeta PixelEvents ManagerLooker StudioJira · Trello

Let's talk numbers

Ready to architect compounding growth?

Free 30-minute strategy call. No fluff, no slide decks. Just a frank look at your funnel and where the next 30% of growth is hiding.

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