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mohini92 User

@mohini92user

Performance marketing leader at On The Beach managing £22m+ media investment and driving customer acquisition across new markets.

United Kingdom

Message

At On The Beach, I lead performance marketing strategy across PPC, Paid Social, Display and Meta Search, managing £22m+ in media investment to support profitable customer acquisition and growth in new markets. I work with CRM, analytics, finance and creative teams, and lead testing across areas including profit optimisation, landing pages and AI-driven campaigns.

At Auto Trader, I owned performance marketing strategy across multiple product lines and a £20m+ annual budget, and led six specialist managers. I helped reduce CPA by 50% through channel optimisation and closer alignment between brand and performance activity. Earlier, at PrettyLittleThing, I increased non-brand ROI by 156% and US revenue by 691%, and built the French acquisition programme from launch to sustained growth.

Experience

Work history, roles, and key accomplishments

Current

Digital Marketing Lead

Current

On The Beach

Sep 2025 - Present (1 year 2 months)

Leading performance marketing strategy across PPC, Paid Social, Display and Meta Search, managing £22m+ media investment to drive profitable customer acquisition and support growth in new markets. Partnering with CRM, analytics, commercial finance and creative teams to build integrated growth strategies.

PPC Paid Social Display Metasearch Engines Performance Marketing Customer Acquisition Testing Attribution AI Automation Team Leadership Agency Management

Digital Marketing Lead

Auto Trader

Sep 2019 - Jun 2025 (5 years 9 months)

Owned performance marketing strategy across multiple product lines and £20m+ annual budget, optimising channel mix to maximise acquisition efficiency and commercial growth. Led team of six specialist managers across PPC, Paid Social, Display, App and Affiliates.

Attribution PPC Paid Social Display App Affiliate Performance Marketing Budget Management Team Leadership UAC Branch CPA Optimization

Senior PPC Executive

PrettyLittleThing

Apr 2017 - Sep 2019 (2 years 5 months)

Oversaw 350+ Search and Shopping campaigns and supported multi-channel acquisition across PPC, affiliates and paid social. Increased non-brand ROI by 156% and revenue by 691% in the US market; built and scaled the French acquisition programme.

Reporting PPC Search Shopping Affiliate Paid Social ROI Optimization Campaign Management

Senior Media Executive / PPC Executive

The Fragrance Shop

Jun 2014 - Apr 2017 (2 years 10 months)

Managed 350+ Search and Shopping campaigns across Google and Bing, alongside affiliate and paid social activity focused on acquisition efficiency and cost per sale. Ran the affiliate activity via Webgains.