Pankaj Kumar

About Pankaj Kumar

Performance marketing leader with 9+ years of experience building and scaling digital growth engines across Meta, Google, and multi-channel ecosystems. At Arata, the focus goes beyond campaign execution—driving strategy, shaping category-level growth plans, and aligning acquisition efforts with business outcomes to maximize efficiency and impact. With a strong foundation in data analytics and consumer behaviour, performance marketing is approached as a creative and analytical function. Marketing initiatives are thoughtfully planned and continuously optimized across the funnel—from ad delivery and targeting to landing page conversion and user retention. Deep collaboration with product, tech, and creative teams ensures cohesive, results-oriented execution. An AI enthusiast and early adopter, actively learning and applying emerging tools like ChatGPT and Gemini to streamline decision-making, automate insights, and push the boundaries of what’s possible in digital performance. Passionate about using technology not just for efficiency but to unlock new ways of thinking about marketing. Experience spans across sectors including education, automotive, and D2C—contributing to successful campaigns for brands like Jain University, SP Jain Institute of Management & Research (SPJIMR), Gems B School, Goa Institute of Management, Audi, BMW, Hyundai, KIA, MG Motors, and Royal Enfield. Prior roles at CarDekho and Dainik Jagran shaped a strong foundation in high-volume performance campaigns and growth marketing. Always exploring how performance media, consumer insights, and AI can come together to build smarter, scalable, and more meaningful marketing outcomes.

Experience

1. Performance Marketing Manager

   Arata

   Jan 2025 — Present · Delhi, IN

   At Arata, I lead Performance Marketing efforts to drive scalable growth and profitability across digital channels. My role revolves around developing and executing high-impact marketing strategies that enhance brand visibility, optimize customer acquisition, and maximize ROAS across Meta, Google, and other digital platforms.Key Responsibilities:End-to-End Performance Marketing – Managing and scaling paid media campaigns across digital channels, ensuring optimized CAC and ROAS.Category-Wise Expansion – Strategizing and executing performance campaigns for different product categories to expand market reach.Conversion Rate & Revenue Growth – Continuously optimizing campaigns, landing pages, and website performance to enhance user experience and drive sales.Data-Driven Decision Making – Leveraging analytics and insights to fine-tune strategies and maximize marketing efficiency.Cross-Functional Collaboration – Working closely with creative, product, and tech teams to align marketing efforts with overall business objectives.With a deep focus on growth marketing, paid media strategies, and digital analytics, I am committed to driving business success for Arata and scaling its presence in the competitive D2C ecommerce space.

Education

• Govt. Boys Secondary School, Mehrauli

  Senior Secondary

  2003 — 2004

• Govt. boys senior secondary school, Mehrauli new delhi

  Higher Secondary, Arts

  2004 — 2006

• Delhi University

  Bachelor's degree, BA pass

  2007 — 2011

• Delhi School of Internet Marketing

  Diploma in Internet Marketing, Internet Marketing

Skills

• Social Media Marketing
• Canva
• Hootsuite
• Strategic Planning
• Online Marketing
• Google Analytics
• Management
• Online Advertising
• Social Media
• Competitive Analysis
• Facebook Advertisement
• Leadership
• Pay Per Click (Ppc)
• Picmonkey
• Market Research