Maneeza H.
Meta Ads Operations Analyst
SUMMARY OF EXPERIENCE
• 2 years of performance marketing experience with a focus on Meta Ads, Google Ads, and Google Merchant Centre, currently driving results as Business Analyst at ViralMint.
• Successfully managed e-commerce campaigns for various D2C brands, implementing data-driven strategies that led to significant improvements in CPM, CPC, CR, and ROAS metrics.
• Led comprehensive Meta Ads campaigns for notable brands like Tata GoFit and Bombay Sweet Shop, achieving an impressive 8x ROAS for Bio Basket and exceeding Diwali campaign targets by 15%.
👍 What we loved about them
• Maneeza's current agency specialises in D2C brands, giving her solid hands-on experience with online retailers. She's worked across all stages of the customer journey, from initial awareness through to purchase and retention, making her particularly strong in understanding e-commerce dynamics.
• While she's achieved great results with local D2C brands, she's now eager to broaden her horizons by working with international brands. She sees this as a natural next step in her career progression and is excited about the challenges and opportunities that come with managing global campaigns.
ℹ️ Things to be aware of
• She's particularly passionate about deepening her expertise in data analysis and expanding her knowledge of the Meta platform. She's already comfortable with the basics but wants to have more exposure to advanced features and analytics tools to drive better campaign performance.
• One of her key priorities is finding a workplace with a supportive team environment. She believes strongly in the power of collaborative cultures where team members help each other grow and succeed. She's looking for a place where she can both learn from others and contribute to their development.
💁♀️ 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
• QA Analytical Skills [8/10]: Maneeza did well in identifying the technical problems, particularly in detecting critical issues such as budget management inefficiencies and placement optimization challenges. Her approach was thorough, showcasing the ability to not only pinpoint technical issues but also highlight their impact on business outcomes, especially in relation to campaign performance. Her understanding of how sub-optimized ad campaigns affect overall business metrics showed a strong grasp of the interconnected nature of digital advertising operations.
• Strategic Thinking & Analysis [8/10]: Maneeza showed strong capabilities in analyzing CTR, CR, and ROAS correlations. Her multi-level approach, spanning overall performance down to individual ad group metrics, was particularly good. She also showed strong business acumen in identifying opportunities within the Dry Dog Food category and making data-driven recommendations for budget reallocation based on ROAS performance. Her ability to connect creative elements with performance metrics demonstrated a strong overall understanding of digital advertising dynamics.
• Google Sheets Reporting & Analysis [9.5/10]: Maneeza displayed solid organizational skills, creating well-structured data summaries that effectively communicated key insights. Her approach to data hierarchy, moving from platform to campaign to ad group level, showed clear logical thinking and attention to detail. She consistently included comprehensive metrics that provided a complete picture of campaign performance.
• Communication Skills [8/10]: Maneeza's communication style was logical and structured. She was able to simplify complex technical concepts in a comprehensible manner.
• Overall Reasoning & Critical Thinking [8.5/10]: Maneeza showed excellent critical thinking abilities, successfully balancing immediate tactical needs with longer-term strategic considerations. Despite time constraints, her analysis was well-structured and critically thought-through. Her approach to identifying and prioritizing both issues and opportunities showed mature business judgment and strategic awareness.
Areas of growth
• Her analysis could have been enhanced with trend analysis and visual representations to make key findings more immediately apparent.
• Sometimes, she tends to get overly detailed in her explanations rather than being concise.