Kritika G.
Performance Marketing Specialist
SUMMARY OF EXPERIENCE
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5+ years of experience as a performance marketer with a proven track record in optimizing SEM platforms, driving notable return on ad spend (ROAS), and minimising CPL for high-budget global campaigns across diverse industries.
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She's currently leading digital advertising strategies at Tealbox Digital where she successfully reduced CPL from $400 to $200 within a month for Sunoh, a healthcare technology company, and delivered impressive ROAS and CPL results for international brands like FCC, Scuderia, and Tank Air. In addition, she directed campaigns for international brands with a monthly budget of $144k, focusing on lead generation and customer acquisition.
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In her previous role, Kritika scaled Kaya, a beauty care brand, from £1k to £10k within 3 months while maintaining constant ROAS. She also managed the overall performance marketing for Man Matters, a healthcare lead generation brand, achieving a 384% increase in lead volume and a 48% reduction in CPL within just 2 months.
👍 What we loved about her
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Throughout the interview, Kritika came across as a genuinely kind, compassionate, and optimistic person. Her positive energy stood out and we were impressed by her genuine care for her team members and her upbeat outlook on life.
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Kritika used a clear, step-by-step approach when explaining past experiences and answering technical questions. This structured communication style made it easy to follow her thought process and suggested she'd be good at breaking down complex problems on the job
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Kritika's background showcases a good balance of execution, strategy, and team-management experience, including hiring for internal roles. This diverse skillset indicates her ability to not only execute tasks effectively but also contribute to strategic planning and lead teams successfully.
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At the end of the interview, Kritika asked thoughtful, well-considered questions, demonstrating her genuine curiosity, thorough preparation, and eagerness to contribute to both the role and the wider company.
🛠️ Ad platform experience
Meta (5+ years), Google (5+ years), LinkedIn (2 years), TikTok (1 year), Twitter (1 year), Snapchat (1 year), Bing (1 year). For more details, click here.
💁♀️ Where she may need support
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If the role demands extensive technical expertise or a highly data-driven and experimentative approach, she may need further training or upskilling in those areas.
👩💻 Technical interview performance
Objective
This candidate was invited to a 45-minute follow-up interview to assess his technical capabilities in more detail. During this interview, we assessed their critical-thinking skills, technical expertise, and overall conversational skills.
Strengths
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Campaign strategy and planning [8/10]: Kritika demonstrates strong capabilities in developing core campaign strategies and curating campaigns. She presents a structured approach to audience segmentation, budget allocation across geographies, and ad set creation based on historical data. Her familiarity with metrics like CPM, CTR, CPA, and ROAS for campaign evaluation was also evident.
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Channel expertise [9/10]: Kritika exhibits extensive expertise in managing campaigns across multiple channels, including Meta (Facebook, Instagram), Google Ads, Snapchat, and LinkedIn. She showcases a deep understanding of campaign setups, targeting, and optimisation on these platforms. Her familiarity with both domestic and international markets adds depth to her expertise and enables her to execute multi-platform strategies, catering to diverse campaign requirements and audience preferences.
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Data analysis and optimisation [8/10]: Kritika exhibits a solid understanding of campaign data analysis and optimisation techniques. To evaluate performance, she monitors key metrics like cost per acquisition (CPA), conversion rate, and return on ad spend (ROAS). She also discusses optimising ad sets, ads, and budgets based on data-driven insights from the initial days. Her approach to A/B testing ad creatives and optimising based on performance data demonstrates her commitment to continuous improvement.
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Conversion rate optimisation [7.5/10]: Kritika handles challenging ad performance situations with a strategic approach, showing adaptability in optimising campaigns and ad sets at multiple levels. She further demonstrates awareness of the importance of user experience and conversion funnels. As part of this, she discusses optimising landing pages and ad creatives to align with user interests and provide a seamless journey. Kritika also highlights the need for creatives to showcase unique selling points (USPs) and testimonials effectively.
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Reporting and communication [8/10]: Kritika excels in generating comprehensive reports using key metrics and is adept at using tools such as Looker Studio, GA4, and ad dashboards. Her structured approach to reporting, covering key metrics across different levels of the marketing funnel, ensures that stakeholders receive a clear picture of campaign performance.
Areas of growth
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Campaign strategy and planning: To further enhance her skills in this area, Kritika could try developing more detailed funnel-specific strategies and improving country-specific breakdowns which would allow for more targeted and effective campaigns across different stages of the marketing funnel.
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Metric prioritisation: Kritika seemed slightly unsure about prioritising key metrics like CTR over CPM for campaign evaluation. She could benefit from a more structured approach to metric prioritisation based on campaign goals
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Conversion rate optimisation: Developing a more comprehensive understanding of the more complex CRO principles, including user behaviour analysis, heatmap studies, and advanced A/B testing methodologies could significantly enhance her skills in this area.