Performance Marketing Head · 8+ Years

Ibuildgrowthsystemsthatcompound.

Strategic Performance Marketing Specialist with over 8 years driving Paid Social and Google Ads campaigns. Specialising in lead generation and D2C sales growth, delivering measurable business growth through Meta Ads strategy and data-driven insight.

5×–10× ROAS Delivered₹20L+ Monthly Ad Spend₹70L+ Revenue Generated
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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
0+
Years Experience
₹0L+
Monthly Ad Spend
0x
Peak ROAS Delivered
₹0L+
Revenue Generated

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.

Case Studies

Performance that moves revenue.

5 paid + 1 international organic campaign across F&B, D2C, e-commerce, education, and luxury. Each built on a growth system, not just ad spend.

Featured Case
F&B Restaurant12 months · 2024

5x Revenue Growth

Salem Restro-Cafe · ₹4L → ₹15L+ monthly in 12 months

Low social media engagement and minimal walk-in traffic despite premium product quality. No local digital presence in the Salem market.

  • Hyperlocal Meta Ads targeting Salem districts, reaching 8L+ in total
  • WhatsApp + Instagram DM funnel with exclusive direct-order discounts
  • Swiggy & Zomato integration: 30% increase in online order volume
  • Festive campaigns (Christmas, Pongal, plum cake pre-orders) drove seasonal peaks
Meta AdsSocial + Offline

Outcomes

5xRevenue Growth
8L+Meta Reach
136%Engagement
1M+Video Views
30%Online Orders
Instagram + offline hybrid strategy turned a local cafe into a household name in Salem.
D2C / Baby Care· 6 months · 2024

7x Sales via Meta Ads

Eco-Friendly Baby Care Brand

Cloth diapers + organic mattresses

Zero social presence, passive Instagram, no direct sales channel. Quality products, completely invisible.

  • Storytelling content built on relatable parenting moments leading to product solutions
  • Parent Contest with Manychat eBook delivery
  • Meta retargeting for direct purchase + repeat orders
7x
Sales Boost
544%
Follower Growth
900%
Peak Sales (1mo)
₹750
Avg Order Value
Community-first funnel converted followers into repeat buyers. Instagram became a key revenue driver.
E-commerce · Regional· 9 months · 2024

8x ROAS

Tamil Book D2C Brand

Niche Tamil reader audience, scaled at profit

Niche regional targeting, multi-channel attribution, creative fatigue management over 9 months.

  • Refined audience segmentation: Tamil readers + literature enthusiasts
  • Lookalikes from past purchasers to scale while keeping relevance
  • A/B tested creatives with urgency triggers
  • Daily budget reallocation by real-time data
  • Brand video achieving 4M+ Instagram views
8.07x
ROAS
₹4.85L
Peak Revenue (Feb '25)
4M+
Brand Video Views
8x
Sales Growth (3mo)
Scaled month-on-month for 9 months. Exponential Dec–Feb peak from sustained optimization.
Education · Lead Gen

300+ Admission Enquiries

Education Brand (Confidential)

3 months · ₹15L/month budget

Dual-platform admission season campaign

  • Meta (₹5L) + Google Search, PMax & Display (₹10L)
  • Parent / decision-maker audience segmentation
  • Retargeting users who visited admission pages
300+
Enquiries
5M+
Impressions
₹15L+
Budget
2
Platforms
Full case
Luxury D2C

2x Revenue Growth

Luxury Apparel Brand (Confidential)

Ongoing · ₹1L+/month

Premium audience targeting in high-CPC luxury

  • Premium interest + behavioural signals for luxury buyers
  • High-quality creative storytelling aligned to brand premium positioning
  • Consistent brand narrative across all Meta placements
0 → 2x
Revenue (Mo 5+)
₹1L+
Monthly Spend
Ongoing
Long-term Partnership
Full case
International · Organic

30% Footfall Increase

South Indian Restaurant, Heidelberg, Germany

6 months · 2024

Tamil · Telugu · Malayalam · Kannada audiences

  • Multilingual content in Tamil, Telugu, Kannada, Malayalam
  • Brand mascot for community identity
  • Movie + sports content hooks for emotional diaspora connection
30%
Footfall ↑
11.6K
Total Reach
50.7K
Total Views
800+
Interactions
Full case

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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Direct lines

Replies within 24 hours · Currently taking 2 new engagements / month