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Pravas Nayak

@pravasnayak

Performance marketing lead at IIG Technology, scaling paid media with 15,000+ leads and 55–60% qualification.

At IIG Technology, I own performance marketing strategy across Paid Search and Paid Social for education and healthcare clients. I align media planning, audience segmentation, and budget allocation with business goals and funnel stages.

I’ve delivered 15,000+ leads with a 55–60% qualification ratio and reduced CPL by 30–45% across Meta and Google Ads through creative experimentation and optimization. I’ve also contributed to ₹40 Cr+ in revenue and 700+ successful conversions within a single year.

At Omnicom Global Solution, I manage campaigns across Google Ads, Microsoft (Bing) Ads, and SA360. I improved CTR by 40% through keyword refinement, ad copy optimization, and audience targeting, and reduced CPC by about 36% through bidding and Quality Score improvements.

Earlier, at ODM Educational Group, Digital Tokri, and BYJU’S, I worked on paid campaigns across education and other industries, supporting campaign optimization, tracking, and testing. I also lead and mentor a team of 10 specialists across Paid Search and Paid Social.

Experience

Work history, roles, and key accomplishments

Current

Senior Associate- Paid Search and Social

Current

Omnicom Global Solution

Feb 2026 - Present (7 months)

Managed $500K monthly budget across Google Ads, Microsoft (Bing) Ads, and SA360 for website conversion and brand campaigns. Improved CTR by 40% and reduced CPC by ~36% through optimization strategies.

Google Ads Microsoft Ads SA360 Keyword Refinement Ad Copy Optimization Audience Targeting Bidding Strategies Quality Scores Performance Analysis Client Communication

Current

Team Lead - Digital Campaigns

Current

IIG Technology

Jul 2024 - Present (2 years 2 months)

Own end-to-end performance marketing strategy and execution across Paid Search and Paid Social for education and healthcare clients. Lead media planning, CRM integrations, and continuous performance improvement through A/B testing and creative experimentation.

Paid Search Paid Social Media Planning Audience Segmentation Budget allocation CRM Integration Marketing Automation A B Testing Creative Experimentation and A B Testing GA4 Looker Team Leadership Mentorship

Digital Campaign Manager

ODM Educational Group

May 2023 - Jul 2024 (1 year 2 months)

Owned paid media delivery and optimization across Meta, Google, LinkedIn, and Snapchat for large-scale education campaigns. Reduced CPL by ~25% through media mix planning and optimization decisions.

Meta Ads Google Ads LinkedIn Ads Snapchat Ads Media Planning Budget allocation Audience Strategy CPL Performance Insights Stakeholder Management

Digital Marketing Executive

Digital Tokri

Sep 2021 - Apr 2023 (1 year 7 months)

Executed and optimized Paid Search and Paid Social campaigns across multiple industries. Supported campaign tracking, analytics, and performance diagnostics using GA4 and Google Tag Manager.

Paid Search Paid Social GA4 Google Tag Manager Audience Research Competitive Analysis Landing Page Optimization performance reporting

Digital Marketing Executive

BYJU'S

May 2020 - Aug 2021 (1 year 3 months)

Worked on performance marketing campaigns across Google Ads and Meta platforms for K-12 and competitive exam programs. Supported keyword research, ad copy testing, and A/B testing to optimize acquisition costs.

Google Ads Meta Ads Keyword Research Ad Copy Testing Audience Targeting Landing Page Alignment A B Testing Collaboration