Naqibullah Yousufi

• Exceeded 2024 strategic targets for Google Ads and Facebook Ads by optimising feed strategies, advanced user segmentation, and effective teamwork. • Achieved Q1 CPO of ₹166 (vs. ₹170 target) and Q2 CPO of ₹140 (vs. ₹150 target). • Led the development and execution of a high-pressure paid media campaign with aggressive timelines to launch the first-ever LR store. I devised GBP, Smart, P. Max and Traffic campaigns across Google & Facebook. In just 15 days, it drove substantial foot traffic & 400+ five-star reviews. • Led the development and execution of comprehensive digital marketing campaigns across Google, Meta and Affiliates, increasing user acquisition by 45%. • Managed up to 6 crores monthly budget for paid channels, optimising spending for an absolute 3X profitability (NMV/Spends). • Implemented advanced targeting and retargeting/Remarketing strategies and applied custom cohorts that reduced CPA by ~50%, while increasing conversion rates by 20%. • Created an internal tool for generating offers such as B1G1 and discount coupons, targeting specific segments. This initiative boosted conversion rates by 42% and, through rigorous A/B testing, increased prepaid order percentages by 27% and reduced platform returns by 22%. • Revived & owned Entire Affiliate collaboration channel, on-boarded high-performing ones, resulting in daily orders exceeding 1000, and >15000 installs • Owned and managed branding of the LimeRoad Studio (In-house Set up) Scale Up, Scaled it to 10% (Google+FB) of total paid Spend with a CPO of 126. • Decreased Out-of-stock percentage by approximately 15% by developing an OOS predictor tool, including algorithm and product design, enabling the category team to curate and list products more effectively. • Increased Brand Recall in Paid Ads. Involvement in in-house video production for Google and Facebook Ads, high-quality brand videos resulted in>4% CTR. • Redesigned the product page by incorporating sections for ratings, reviews, and similar produ

• Single-handedly revived the Affiliate channel by conducting abreast market research and on-boarded 20 top-performer Affiliates. • Created daily/weekly/monthly high-level progress reports on Affiliates, Facebook ads and Google ads campaigns performance. • Conducted in-depth user problem discovery through primary and secondary research, identifying key consumer pain points. • Creative Optimization and Performance Insights, provided detailed performance reports to the creative team on a timely basis, highlighting CTR trends and CR%. Traced its impact, achieved a 22% increase in CTR. • Assisted in driving GMV by executing marketing activities through various channels (WhatsApp, notifications, email, SMS). • Analyzed large datasets to extract meaningful insights and trends using SQL and using these insights to execute marketing campaigns. • Collaborated with engineering to integrate new tracking MMP (AppsFlyer), improving data accuracy and campaign efficiency. • Developed and maintained reporting dashboards in Tableau for real-time performance tracking. • Worked on growth projects targeting non-buyers, successfully converting them into active customers and fostering repeat purchases. • Conducted comprehensive market research and analyzed consumer behaviour, leading to the development of localization strategies.