Head of Growth Marketing
FreshToHome Foods Pvt. Ltd.
Budget allocation and paid media efficiency • Own the full monthly paid budget across Google and Meta, Rs 10-15 Cr (about USD 1.2-1.8M). The split between platforms is set on marginal return by market and cohort and rebalanced weekly against backend revenue, not against platform- reported averages. • Run monthly and annual planning (MOP/AOP): spend forecast, response volume projection, payback assumptions, and the case for the number in front of the CEO and finance. • Reduced blended CAC 28% through channel mix, cohort-level bidding and continuous creative testing, then held it at target while scaling spend, at 8:1 LTV:CAC. • Judge channel performance on contribution after discount, delivery and returns rather than ROAS in isolation, so paid decisions line up with what the business actually keeps. Decision systems and measurement • Built the pause, hold and scale logic the team runs daily: minimum volume before a kill decision, budget step-up limits, and escalation rules for when platform numbers and backend revenue diverge. Written down and operable by the team without day-to-day oversight. • Single owner of paid media reporting. Reconcile Adjust and platform attribution against backend revenue weekly, and run incrementality tests on channels where self-reported numbers look generous. • Cut several non-performing networks after fraud and misattribution analysis in Adjust, then moved partner payouts from a CPI to a CAC model so fraudulent installs no longer reached billable spend. Creative, offers and lifecycle • Run creative as a pipeline rather than campaign by campaign: concept tests first, variations only after a concept clears, with hook and hold rates read separately from ROAS. • Built Freshcash, an in-app currency used in place of cash discounts. Discount spend down 50% at flat order volume, retention up 30%. • Launched a VIP subscription that reached about 30% adoption and lifted retention and LTV 23%. • Built lapsed-user reactivation across retargeting, paid social and CRM. 13% of dormant users came back at a fifth of new- acquisition cost. • Rebuilt the referral program, which added 10% to new user acquisition. New channels, partners and team • Qualify new channels and partner products through paid pilots with a fixed budget cap and kill criteria agreed before launch. AppLovin and DV360 came through that process and now run at scale. • Manage the Google and Meta partnerships directly, alongside agencies, media partners and affiliate networks, including commercial terms and periodic performance reviews. • Built the performance function to 15+ people across acquisition, retention and creative. Part of the CEO core team through a period of 7x revenue growth.
