Open to opportunities

Abhishek pal

@abhishekpal1

Performance marketing leader optimizing paid media with experimentation, incrementality, and automation to deliver measurable ROI.

India

Message

What I'm looking for

I’m looking for a marketing leadership role where I can stay hands-on with performance channels, run incrementality and attribution rigorously, and build automation that improves CAC/ROAS through fast experimentation and cleaner conversion signals.

I’m a performance marketer and marketing leader with 6+ years of hands-on experience across Google Ads, Meta, DV360, and 15+ channels, where I focus on building the measurement, experiments, and automation needed to make growth sustainable. At Internshala, I took over when EdTech marketing ROI was under review and cut candidate CAC 4x (₹160 to ₹36) in month one by fixing PMax signals, adding a deduplicated monthly apply event, and shifting optimization toward lead quality using VBB and offline conversions.

Most importantly, I made EdTech ads ROI-positive for the first time (ROAS improved 1.5x) and scaled with a 4–5 experiments/month cadence across remarketing, creative, audiences, and channels. Previously at Naukri.com, I managed ₹25 Cr budgets across B2B and B2C, grew app installs 100% via UAC, ran geo-lift incrementality tests, and built Project Alexa from scratch—automating cohort-based remarketing across 110+ cohorts and reactivating 2.3L users—while also building in-house engagement tooling that drove major cost efficiencies during COVID budget cuts. I build, optimize, and scale, not just plan.

Experience

Work history, roles, and key accomplishments

Current

Associate Vice President

Current

Internshala

Jun 2025 - Present (1 year)

Took over SEM/PMax and paid acquisition for three EdTech verticals, cutting candidate CAC 4x (₹160 to ₹36) in the first month and improving ROAS 1.5x. Fixed PMax event signals, introduced cleaner GTM conversions, and ran 4–5 experiments/month using VBB and offline conversions to make ads ROI-positive.

Google Ads Meta Ads DV360 VBB SQL Reporting A B Testing

Co-Founder & CMO

Alrick Solar Pvt.Ltd.

Jun 2024 - May 2025 (11 months)

Built the North UP branch from scratch, hiring and training a 9-person team across sales, ops, and telecalling. Drove ₹2.5 Cr in revenue from new geographies and set up digital acquisition on Meta and Google to support growth.

Digital Acquisition Lead Generation Team Leadership Sales Operations Budgeting Revenue Growth

Senior Marketing Manager

Naukri.com

Apr 2021 - Jun 2024 (3 years 2 months)

Managed ₹25 Cr in paid media across 15+ channels for India’s largest job platform, driving incrementality testing and hands-on media optimization across Google Ads, Meta, and DV360/CTV. Reduced brand-search decline (-5% YoY vs -16% category), reversed platform traffic (-4% to +9% YoY), and doubled app installs via UAC.

Google Ads Meta Ads DV360 CTV Incrementality App Marketing Tableau A B Testing

Marketing Manager

Naukri.com

Apr 2019 - Apr 2021 (2 years)

Built Naukri’s reactivation engine (Project Alexa) from a 2-quarter POC to 110+ cohorts, reactivating 2.3L users and cutting reactivation cost 23%, earning InfoEdge Platinum. Launched an in-house engagement platform during COVID cuts (email/SMS/WhatsApp/push to 21L users) and initiated lifecycle/ASO and install-nudge initiatives that generated thousands of free installs.

Cohort Based Remarketing App Marketing UAC Install Nudges ASO Appsflyer SQL GTM A B Testing

Marketing Intern

Naukri.com

Analyzed inactive user databases to design reactivation approaches using R and SQL, contributing to campaign strategy and user targeting. Awarded PPO for performance during the internship.

R SQL User Segmentation Data Analysis Marketing Analytics