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Performance Marketing

Full-Funnel Growth Strategy | Data-Led Execution | Commercial Impact

Context

Led performance marketing for The House Of Textiles brand with the objective of building sustainable, scalable growth through disciplined funnel structuring, creative testing, and cost control — not short-term ROAS chasing.

Strategic Approach

Instead of running isolated campaigns, I designed a deliberate full-funnel system:

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  • Top of Funnel: Capture demand efficiently and build high-intent audiences

  • Mid to Bottom Funnel: Convert intent through structured remarketing and algorithm-led shopping campaigns

  • Continuous Feedback Loop: Used customer behaviour and query patterns to refine creatives and messaging
     

This mirrors how mature performance teams operate in Australia — performance as a growth engine, not just paid ads.

Top of Funnel: Efficient Demand Generation

Objective: Drive qualified traffic at scale while preserving margin.

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Execution:

  • Website traffic campaigns optimised for cost-efficient intent signals

  • Broad targeting combined with strong creative hooks to support algorithm learning
     

Results:

  • 37,456 website visits

  • ₹0.13 CPC (sub-AUD 0.003)

  • ₹5,017 total spend

  • 243K impressions | 204K reach
     

Why this matters to business

  • Built a large, low-cost remarketing pool

  • Reduced acquisition pressure on conversion campaigns

  • Enabled downstream efficiency in BOF spend

Bottom of Funnel: Conversion Efficiency & Scale

Objective: Convert warm audiences at predictable and scalable CPAs.

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Execution:

  • Structured remarketing and Advantage+ Shopping campaigns

  • Prioritised campaigns with stable learning phases and repeatable performance

  • Focused budget on formats that showed purchase consistency, not one-off spikes
     

Key Wins:

  • Remarketing Catalog Campaign

    • ₹573 CPA

    • High intent, high efficiency
       

  • Advantage+ Shopping Campaign

    • ₹633 CPA

    • Strong balance of scale and cost control
       

  • Over-Stock Shopping Campaign

    • 108 purchases

    • ₹910 CPA at volume
       

Commercial Impact

  • Maintained cost discipline while scaling volume

  • Demonstrated ability to leverage platform automation without losing control

  • Protected unit economics during growth phases

Optimisation & Insight-Driven Execution

What elevated performance was not tools — it was judgement.

  • Analysed customer queries and objections across touchpoints

  • Reflected insights directly into ad copy and creative framing

  • Shifted messaging based on what customers were actually asking, not assumptions
     

Result

  • Improved conversion quality

  • Stronger creative resonance

  • Better performance stability across campaigns

  • Ability to work with platform algorithms strategically

  • Experience optimising for sustainable growth, not vanity ROAS

One-Line Recruiter Summary

Performance marketer with proven experience designing full-funnel growth systems, delivering high-efficiency acquisition and scalable conversion performance through data-led decision making.

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