Deenadhayalan Pongiyanan

• Spearheaded performance marketing strategies for a prominent fashion jewellery brand, enhancing D2C and retail store presence.
• Managed a robust digital P&L with a monthly ad budget of 3.5-4.5 Cr, optimizing spend for maximum ROI.
• Led a dynamic team of 3 direct reports and 2 cross-functional collaborators, fostering a culture of innovation and accountability.
• Achieved an impressive 135+ Cr in annual omni-digital revenue, driving a 23% year-over-year digital growth through targeted campaigns and analytics.
• Leveraged data-driven insights to refine marketing strategies, enhancing customer engagement and conversion rates across digital platforms.
• Developed comprehensive performance metrics to analyze campaign effectiveness, ensuring continuous improvement and alignment with business objectives.

• Led comprehensive digital marketing strategies to enhance e-commerce performance and optimize retail store presence.
• Spearheaded user acquisition and retention initiatives, significantly boosting customer loyalty and engagement.
• Implemented innovative omnichannel growth tactics, including rapid 2-hour hyperlocal delivery services, to enhance customer experience.
• Achieved a remarkable increase in retention revenue share from 16% to 29%, demonstrating strong impact on overall business profitability.
• Analyzed performance metrics to refine marketing strategies and drive continuous improvement in digital campaigns.

• Spearheaded North America growth for the Disney Learning joint venture, driving strategic initiatives to enhance brand visibility and customer acquisition.
• Orchestrated performance marketing campaigns from inception to onboarding the first 3, 000 paid customers for both physical and app subscription products.
• Executed comprehensive app and web performance campaigns across major platforms including Meta, Google, Amazon, DV360, and Pinterest, optimizing ROI.
• Developed and implemented end-to-end AppsFlyer and SKAN (iOS attribution) systems, ensuring full compliance with CCPA and GDPR regulations.
• Created insightful marketing and business dashboards that facilitated data-driven decision-making in board-level meetings across continents.

• Established comprehensive digital infrastructure for a newly onboarded company, including accounts, CRM automation, and vendor management.
• Developed digital ad accounts and implemented CRM automation, enhancing operational efficiency from the ground up.
• Directed and optimized agency-executed campaigns, ensuring alignment with brand strategy and maximizing digital asset performance.
• Spearheaded multi-channel lead generation campaigns, significantly increasing qualified leads and driving revenue growth.
• Acted as the primary point of contact for all digital operations, fostering collaboration among internal teams and external partners to streamline processes.

• Spearheaded digital remarketing and user acquisition strategies for Swiggy's food marketplace and emerging business verticals, including Swiggy Stores and Staples B2B.
• Oversaw an average monthly ad budget of ₹6 Cr, scaling to ₹40 Cr during peak IPL season.
• Managed a diverse ad spend across platforms such as Facebook, Google, Twitter, TikTok, and Programmatic, optimizing performance and reach.
• Focused on key metrics, including cost-per-reactivation, churn reduction, and customer acquisition cost (CAC) for new verticals.
• Conducted 25+ high-budget experiments to enhance campaign effectiveness and drive user engagement, contributing to overall growth and performance.

• Led comprehensive digital transformation for 3 brands across B2C and B2B verticals, enhancing brand visibility and engagement.
• Built the marketing function from the ground up, achieving a promotion to team lead within the first year.
• Delivered impressive 6x ROAS on B2C and 25x ROAS on B2B campaigns, showcasing effective budget management and strategy execution.
• Launched a new B2C brand, contributing an additional 7 Cr in annual revenue and driving a remarkable 70x increase in inquiries through a revamped digital strategy.
• Achieved top rankings for 20+ generic keywords in the top 5 positions and secured 30+ pages in position zero within one year via targeted SEO efforts.
• Transitioning into the role of Digital Marketing Manager and Performance Marketing Analyst to leverage data-driven insights for continuous improvement.