Performance Marketing · Mumbai Open to roles & freelance

Vaibhav
Sahu.

Associate Manager with ₹200Cr+ in total budgets managed across BFSI, lifestyle, and global brands. Full-funnel thinker. ROI obsessive.

₹200Cr+
Budget managed
2×
ROAS achieved
4+
Years active
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[ 01 ]   About

Four years inside ad accounts.

My job is to make the next rupee of spend pay back faster than the last.

I plan and run full-funnel paid campaigns across BFSI, lifestyle, D2C and global brands — TOFU to BOFU, B2B and B2C, on annual and quarterly roadmaps. Currently leading performance for Tata AIA Life Insurance at iProspect Mumbai, managing ₹2Cr+ in monthly spend across Term, ULIPs, Savings and Retirement.

Past lives at IPG Media Brands on Levi's U.S. social (Snap, Pinterest, Reddit, Meta — ~$4.5M/quarter) and at Ethinos on Zepto, Bajaj Chetak, Naukri.com and Thin Kitchen, where I delivered 2× ROAS across a ₹50Cr+ book. I live in dashboards — AppsFlyer, GA4, Power BI, Asana, Ads Manager — and treat creative performance reports like the most important deliverable of the week.

[ 02 ]   Work

Three roles, one trajectory.

Brands worked on Tata AIA Levi's U.S. Zepto Bajaj Chetak Naukri.com Thin Kitchen
Current · iProspect Dec 2024 — Present

Associate Manager — Tata AIA Life Insurance

iProspect · Mumbai
  • Managing ₹2Cr+ monthly ad spend for Tata AIA Life Insurance across Term, ULIPs, Savings and Retirement.
  • End-to-end media planning across TOFU, BOFU, B2B and B2C with annual and quarterly roadmaps.
  • Delivering performance reports with actionable insights that continuously move the ROI needle.
₹2Cr+ / month
IPG Media Brands Apr 2024 — Dec 2024

Executive — Search & Social

IPG Media Brands · Pune
  • Managed Levi's U.S. social — Snapchat, Pinterest, Reddit, Meta — on a ~$4.5M quarterly budget.
  • Full-funnel strategy from awareness to conversion; presented insights directly to client stakeholders.
  • Led team workflows via Asana; built data-driven forecasts and targeting recommendations.
$4.5M / quarter
Ethinos Digital Marketing Dec 2022 — Apr 2024

Senior Paid Media Executive — Zepto · Bajaj · Naukri

Ethinos Digital Marketing · Navi Mumbai
  • Managed ₹50Cr+ across Google Ads, Meta and Bing for Zepto, Bajaj Chetak, Naukri.com and Thin Kitchen.
  • Achieved 2× ROAS, +5% app installs, +12% repeat orders while reducing CAC.
  • Leveraged AppsFlyer, GA4 and Ads Manager for deep user-behaviour analytics.
  • Developed creative performance reports driving continuous data-backed optimisation cycles.
₹50Cr+ total · 2× ROAS
[ 03 ]   Numbers

What it adds up to.

01
₹200Cr+
Overall budget managed

Across BFSI, lifestyle, quick-commerce and global apparel.

02
2×
Blended ROAS achieved

Sustained at Ethinos across a ₹50Cr+ portfolio of D2C and commerce clients.

03
+12%
Repeat orders, lower CAC

Plus +5% app installs — driven by lifecycle & creative cadence.

04
$4.5M
Quarterly · Levi's U.S.

Snap, Pinterest, Reddit and Meta — full-funnel social planning.

05
₹2Cr+
Monthly · Tata AIA

Term, ULIPs, Savings and Retirement — TOFU to BOFU.

06
4+
Years in performance

Three agencies, four industries, and a lot of dashboards.

[ 04 ]   Stack

What I work with.

Channels

  • Google Ads
  • Meta Ads
  • Instagram
  • Snapchat Ads
  • Pinterest Ads
  • Reddit Ads
  • Bing Ads

Measurement

  • GA4
  • AppsFlyer
  • Ads Manager
  • Server-side GTM
  • UTM & tagging plans
  • Attribution modelling
  • Creative performance reports

Data & tooling

  • Power BI
  • SQL
  • Excel · Google Sheets
  • Asana
  • Looker Studio
  • PowerPoint · Keynote
  • Notion

Discipline

  • Media planning · TOFU → BOFU
  • Full-funnel strategy
  • BFSI campaign craft
  • ROI & ROAS optimisation
  • Forecasting & budgeting
  • Targeting recommendations
  • Stakeholder presentations