Amar Shekhar Pathak

WORK DONE
• Mapped channels to funnel stages: Pinterest and TikTok for top-of-funnel, Meta and Google for mid-funnel, and Shop, Email, and Omnisend for retention.
• Used attribution tools like TripleWhale to boost marketing efficiency by analyzing product, traffic, and customer data—optimizing bundles and AOV, new customer spend, conversion rates, and funnel performance.
• Adapted to changes like iOS 14.5 by implementing CAPI, server-side tracking, 1-day click attribution, CBO, and DCO, and enhanced conversions on Google Ads. Shifted paid social traffic to website and shop destinations, and enriched product feed data for catalogue campaigns.
• Used creative strategies like influencer collabs via TikTok Creative Challenge, UGC generation, the surfing method on Meta to scale, product set partitioning on PMax, and email/SMS automations to boost engagement.
• Led cross-media optimization by enriching product and user data—syncing Judge.me reviews to Google and Meta, enhancing product attributes, optimizing social shops, and using AI-driven creatives within brand guidelines.
• Tested various campaign types, landing pages, and creative and copy styles to identify top performers for both vertical and horizontal scaling.

• 185% — Increase in Conversion Value Over Three Years
• 56.17% — Annualized Growth Rate
• 240% — Increase in Spend While Maintaining ROAS

During and post-COVID-19 times, this in-store brand with a few stores struggled to keep up with its in-store sales when the world took to staying at home and remote working. Their business had almost come to a standstill and experienced a dramatic drop in foot traffic and revenue. With minimal to almost no online infrastructure in place, they risked shutting down operations entirely.

I was brought in with a clear mandate:
• Fix their digital infrastructure spanning across multiple digital assets.
• Launch and scale digital marketing campaigns.
• Achieve this with minimal turnaround time and budget.

Building the Digital Foundation
• Cleaned their website data points and tracking within 10 days.
• Integrated inventory management and data feed to sync products with the website and store, and make them available for marketing.
• Set up GA4, Google Ad Tracking, Google Merchant Center, etc.
• Refined email and SMS marketing systems. Also used their first-party data to initiate email and SMS flows.

Quick-launch Marketing Strategy
• To start with, a branded campaign along with a generic PMax campaign for all products was launched.
• Optimization involved excluding low-priced items (<$20), low inventory items, off-season products, high return rate items, etc.
• Ran conversion campaigns focused on best-selling in-store products to boost initial orders. Also, bundled the best-sellers with other products to increase AOV and cart value.
• Created product sets based on the product types and allocated budget towards different campaigns based on performance.
• Create audience signals based on first-party data and existing customer database for segmented email campaigns and automations

Long-term Optimizations
• Introduced TripleWhale as a single source of truth.
• Taking SEO beyond the website by optimizing feed, Google shop, social shops, and UGC Signals.
• Started tracking funnel metrics such as new and old customers, CAC, ROAS, AOV, etc.
• Used data feedback loop for CRO optimization.
• Started using product analytics to improve ROAS, bundled items, sell-through rate, etc.

Grew sales of a Covid-hit retail business from $279,000 in Q1 2021 to $1.98 million in Q2 2025, while maintaining the ROAS and scaling spend from $13.5,000 to $181,000 during the same time frame.

• 98.9% — Yearly Growth Rate
• 145% — YoY ROAS Growth
• 81x — Growth in Spend
• 8.3x — Growth in Lead Volume

A healthcare startup operating in a very competitive market segment approached me in Q2 2024 to take over and improve their newly-launched Google Ads campaigns. The account was underperforming, with a limited search impression share and suboptimal conversion value per cost.

Immediate problems that I had to address were:
• Delayed purchase cycle
• Conversion drop along a multi-step long funnel
• Google ads restrictions due to the nature of the industry
• High competition and CPA
• Low ROAS from early-stage or signup conversions

Intent-driven Value-based Budgeting and Bidding
• Assigning value to funnel steps and campaign budget based on users’ intent.
• Consolidated fragmented campaigns into a simplified, value-based structure.
• Introduced Performance Max and Dynamic Search Ads to cover intent gaps.
• Adjusted conversion values of necessary funnel steps to reflect their relative worth.
• Updating landing page and ad copy to reflect latest program changes based on competitor landscape analysis and monitoring.

LTV and Purchase Cycle-based Approach
• Shifted budgets from less-performing campaigns to high-converting ones to capitalize on performance.
• Standardizing inconsistent targeting, such as device, age, gender, etc., and level bidding based on performance.
• Negating out the targeting and keywords that are likely to result in low-LTV and longer decision windows.
• Increased bids on top-performing keywords to grow impression share from missed opportunities.
• Identified and removed low-quality placements in Display and PMax.

Their monthly lead volume went up by 8.4x from 651 in May 2024 to 5,456 in June 2025. Their quarterly ROAS also went up by 326% from 0.19 in Q2 2024 to 0.81 in Q2 2025, as I also scaled campaigns where Google ad spend went up 81x from $1,923 in May 2024 to $156,190 in June 2025.