Chinmay A.
Paid Media Specialist
SUMMARY OF EXPERIENCE
• 4+ years of digital marketing experience with strong focus on paid social (Meta Ads) and paid search (Google Ads) for the last 2 years. Currently serving as Regional Digital Marketing Manager at Crimson Education, managing campaigns across four global markets.
• Manages NZD $80,000+ monthly budget across Meta Ads for South Korea, UK, India, and South Africa, consistently achieving 135.6% revenue against targets. Drove 40% increase in conversion rates through advanced A/B testing whilst overseeing 30+ simultaneous campaigns across three countries.
• Built automated Excel reporting systems that reduced reporting time by 75%+, earning promotion to EMEA Ops Lead. Awarded Best EMEA Digital Marketing Coordinator for cross-region automation and reporting excellence.
👍 What we loved about them
• Demonstrates strong ownership & accountability: He explicitly stated "if anything is given to me, I'll make sure it is mine and I'll fulfil and finish it," demonstrating personal accountability and commitment to seeing projects through to completion.
• Has a learners mindset: At the end of the interview, he asked us for feedback on his funnel approach rather than just defending his work, showing intellectual humility and desire to improve his craft continuously.
• Challenges assumptions constructively with data: He immediately calculated backwards from the brief's targets to identify the £2.63 CPL was unrealistic versus £7-15 industry benchmarks, showing he won't blindly execute flawed strategies.
• Customer-centric creative thinking: His "Sail Your Story" campaign concept demonstrates he thinks beyond technical execution to emotional messaging, understanding that great marketing connects with people's aspirations and creates memorable experiences.
• He's a self-starter: He mentioned running his own agency during college to become financially independent, demonstrating initiative and business ownership mindset from an early stage in his career.
ℹ️ Things to be aware of
• Communication style needs a little sharpening: His answers tend to wander before landing on the point. This isn't unusual for someone who thinks out loud, but in client meetings or exec presentations where people need quick answers, he'll need to practise leading with the conclusion first.
• Notice period: 30 days (negotiable to 2 weeks)
• Ad platform experience – Click links to view details (General experience, E-commerce-specific experience)
💁♀️ Where he may need support
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Although he lacks extensive experience with LinkedIn and Bing ads, his proficiency in Google ads suggests a high adaptability to new platforms.
👩💻 Technical interview performance
Objective
This candidate was invited to a 60-minute follow-up interview to assess their technical capabilities in more detail. During this interview, we assessed their critical-thinking skills, technical expertise, and overall conversational skills.
Technical abilities
• Campaign strategy and planning [7.5/10]: Chinmay demonstrates good strategic depth, taking time to understand brand positioning and customer psychology before jumping into tactics. His "Sail Your Story" campaign concept shows he thinks beyond just targeting and bidding, considering emotional messaging and customer experience holistically. He evaluates campaigns across multiple dimensions – ad planning, content requirements, and optimisation pathways – rather than viewing them in isolation. His ability to manage £70,000+ budgets whilst achieving 7.2-8 ROAS demonstrates strong execution capability alongside strategic thinking.
• Channel expertise [7.5/10]: He has strong hands-on experience with Meta and Google Ads, managing substantial budgets across both platforms and understanding how to leverage each channel's strengths for different funnel stages. This is specifically evident in how he sequences audience engagement, using Meta for awareness and Google Display for mid-funnel nurturing. His familiarity with marketing automation tools like Marketo, Salesforce, and Zapier shows he can work within integrated martech stacks, not just standalone advertising platforms.
• Data analysis and optimisation [8.5/10]: This is clearly Chinmay's strongest area. He develops layered testing strategies to identify winning combinations and understands how to integrate advertising data with funnel-based targeting for progressive audience refinement. His automated Excel dashboards using Apps Script demonstrate technical capability beyond basic platform reporting. He's well versed in diagnosing problems through metric relationships and knows which levers to pull when campaigns underperform, evidenced by his consistent ROAS overdelivery.
• Conversion rate optimisation [8/10]: Chinmay can effectively analyse campaign numbers and restructure ad sets to produce better outcomes, showing practical CRO skills. He understands the relationship between audience quality, landing page experience, and conversion rates, demonstrating deep problem-solving ability when results underperform. His approach to identifying friction points through data analysis and implementing solutions shows he can move beyond surface-level optimisation to address root causes affecting conversion performance.
• Reporting and communication [8/10]: He's technically adept at creating Excel-based reporting systems with automated data pulls, charts, and summary tables that communicate campaign performance clearly. His ability to provide strategic inputs for long-term planning suggests he can translate campaign data into forward-looking recommendations rather than just retrospective reporting. He thinks beyond immediate metrics to consider how learnings should inform future strategy, which is valuable for stakeholder communication.
Areas of growth
• Developing more dynamic budget reallocation frameworks with clear performance triggers rather than preset percentages, and articulating contingency plans when campaigns deviate from initial assumptions.
• Building confidence with automated campaign types (Advantage Plus, Performance Max) through structured testing, as these increasingly represent industry best practice when configured properly with strong conversion signals.
• Working on structuring verbal communication more concisely, leading with conclusions before supporting details. Practising active listening during conversations to ensure questions are fully understood before responding.