Kalpiit Pradhan

Leading global performance marketing for a major consumer electronics brand. Responsible for full-funnel campaign planning, team coordination, and media operations across international markets and digital platforms.

• Managed quarterly ad spends of approx. $20M (₹160+ Cr) across Google Ads, Meta Ads, DV360, TikTok, and Criteo
• Directed a 10+ member cross-functional team, ensuring campaign setup accuracy and timely global rollouts
• Reduced campaign setup errors by 50% through SOPs, QA, and workflow optimization
• Improved ROAS by 18% by restructuring the performance funnel and reallocating budgets based on market maturity
• Executed BLS and SLS campaigns by country, aligning with full-funnel campaign strategy and customer journey stages
• Built actionable KPI dashboards in Power BI, tracking ROAS, CTR, conversions, and funnel progression
• Collaborated with global client and creative teams to align messaging, targeting, and cross-market media planning

Spearheaded digital media strategy for Samsung's Consumer Electronics and B2B divisions. Focused on e-commerce growth, cross-platform execution, and funnel-stage alignment.

• Led paid media campaigns for Samsung's CE and B2B products, driving branding and performance across India
• Managed ₹40–50 Cr quarterly media budgets, ensuring optimal allocation and ROI across platforms
• Owned media planning and buying, aligning execution with category goals, product launches, and campaign timelines
• Expanded media mix by introducing Criteo and Taboola, increasing mid-funnel reach and engagement
• Improved ROAS through audience segmentation, campaign optimization, and data-driven media buying
• Executed programmatic campaigns via DV360 to reach corporate professionals and student segments in B2B vertical
• Tracked performance using Adobe Analytics and Branch MMP to refine attribution and engagement strategies
• Aligned creative assets with funnel stages to enhance ad relevance, improve CTRs, and reduce bounce rates

Led full-funnel performance marketing for two high-growth fantasy sports platforms. Built and scaled an in-house marketing team and owned end-to-end performance marketing strategy across Google, Meta, programmatic, mobile OEM, influencer, and affiliate channels.

• Increased user base from 5L to 25L within 12 months through targeted acquisition and retargeting strategies
• Scaled monthly ad budgets from ₹30L to ₹4Cr while maintaining ROAS and CAC efficiency
• Reduced CoA by 52% and Cost Per Depositor by 43%, while increasing registration-to-depositor conversion by 58%
• Collaborated with product and analytics teams on onboarding flows and customer journey mapping to improve D1/D7 retention
• Delivered results across key tournaments: Tata IPL 2023, WPL 2023, ICC World Cup 2022, and Asia Cup 2022

Managed 360° digital campaigns for brands across e-commerce, real estate, consumer electronics, and FMCG sectors.

• Executed campaigns across search, display, native, programmatic, and social platforms
• Owned end-to-end delivery including strategy, budgeting, ad creative, testing, and pacing
• Improved campaign ROAS via audience segmentation and continuous A/B testing
• Partnered with internal teams to ensure cohesive messaging and campaign delivery
• Drove measurable ROI improvements through multi-channel strategy and performance optimization

Began career at a full-service PR and digital marketing agency, working across SEO, lead generation, and campaign execution. Managed performance tracking and reporting across social and search channels.

• Improved campaign tracking accuracy by setting up performance dashboards using Excel and Data Studio
• Contributed to SEO strategy for 10+ clients, helping improve organic rankings and brand visibility
• Executed lead generation campaigns that improved MQL volume by 25% for real estate and FinTech clients
• Collaborated with content/design teams to deliver high-performing paid and organic social campaigns