Sakshi J.
Performance Marketing Manager
SUMMARY OF EXPERIENCE
• 5+ years of performance marketing experience, progressing from intern to consultant roles, with deep expertise in paid media campaigns. Currently leading $1M+ budget campaigns at Merkle Sokrati Singapore across APAC and EMEA regions.
• At Performics India, Sakshi demonstrated exceptional campaign management skills, achieving 3X transaction growth and 6X sales increase whilst reducing CPA by 69%.
• Through freelance work at Your Social Story, she independently managed end-to-end performance campaigns achieving 3-4X ROAS for multiple brands, while also creating comprehensive digital marketing strategies.
👍 What we loved about them
• Sakshi comes across as someone who knows her mind and tackles new challenges head-on. What really stands out is her genuine enthusiasm for learning and personal development.
• Throughout our interview sessions, she showed strong business acumen by explaining how everything connects. For example, when discussing marketing metrics, she pointed out that we shouldn't just look at click-through rates on their own. Instead, she emphasised how we need to consider the full picture - including how much we're paying per click and how many of those clicks actually turn into sales.
• Rather than jumping straight into solutions, she took the time to ask thoughtful questions to better understand the problems at hand - a sign of someone who thinks before they act.
• Her natural curiosity shone through as she asked detailed questions about the role itself. We were particularly impressed by how interested she was in understanding the long-term career path and opportunities for growth within the team.
ℹ️ Things to be aware of
• While there are areas requiring development, particularly in advanced optimization techniques and granular campaign management, these limitations align with her career stage and can be improved with targeted development.
• Google (4 years), Meta (4 years), Bing, (2 years), TikTok (1.5 years), LinkedIn (1 year), GA4 (4 years), Appsflyer (1 year). For more details, click here.
💁♀️ 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 [9/10]: Sakshi demonstrates exceptional strategic thinking in campaign development, particularly evident in her detailed breakdown of the two-phase yacht campaign. Her approach to budget allocation shows a sophisticated understanding of platform dynamics, with a clear rationale for the 60-40 split between Meta and Google. She also displays strong capability in audience segmentation and demonstrates a clear understanding of how to align campaign structure with business objectives, as shown in her detailed explanation of pre-launch and booking phase strategies.
• Channel Expertise [8.5/10]: Sakshi shows comprehensive knowledge of both Meta and Google Ads platforms, with hands-on experience managing substantial budgets up to $100,000 monthly. Her understanding of platform-specific nuances is particularly strong, demonstrated through her detailed explanation of match types in Google Ads and sophisticated audience targeting capabilities in Meta. Her experience spans multiple industries and geographical regions, showing versatility in channel application.
• Data Analysis and Optimisation [8/10]: Sakshi demonstrates strong analytical capabilities through her systematic approach to campaign optimization, particularly in her use of multiple data points to inform decision-making. In particular, she shows proficiency in using various analytics tools including GA4 and Looker Studio. Her testing methodology is well-structured, with clear KPIs and optimization frameworks that guide decision-making within tight timeframes.
• Conversion Rate Optimization (CRO) [7/10]: Sakshi shows a basic understanding of funnel creation and performance tracking. She's able to identify key areas for optimization within the conversion funnel; however, she lacks a sophisticated approach to ad testing and segmentation strategies.
• Reporting and communication [8/10]: Sakshi demonstrates a good foundational ability in creating comprehensive performance reports and analyzing multiple data points to derive insights. She's able to explain complex concepts and strategies, as evidenced by her detailed responses throughout the interview. Her approach to reporting shows good attention to detail and understanding of stakeholder needs. It helps that she also has experience working closely with various stakeholders including CMOs and clients.
Areas of growth
• Ad testing frameworks: Sakshi requires a stronger framework for ad testing and segmentation optimization. She should consider developing a more granular approach to campaign and ad-set level optimization for better performance tracking and improvement.
• CRO strategies: Sakshi could benefit from more direct experience with landing page testing and optimization. It would also be valuable to develop deeper expertise in user experience analysis and advanced CRO techniques.