PERFORMANCE MARKETING PORTFOLIO

Ria Dutta

Digital Advertising Specialist — Amazon Ads, Google Ads & Meta Ads

4+ years turning ad spend into measurable revenue growth across E-commerce, FMCG, Ed-tech, and SaaS.

View Case Studies → Email Me
📞 +91 87777 59725 ✉ dutta.riawork@gmail.com 📍 Bangalore, India 🔗 LinkedIn
4+ YrsHands-on performance marketing experience
100+Brand portfolios actively managed
₹10Cr+Total ad spend managed
3Platforms — Amazon, Google & Meta
Ria Dutta
Currently scaling Amazon Beauty & PC Ads
ABOUT ME

Results-Driven Performance Marketer

I'm a results-driven digital advertising professional with over 4 years of experience managing high-scale campaigns across Amazon, Google Ads, and Meta Ads. I drive revenue growth through data-driven optimization and performance analysis, having managed substantial ad portfolios across E-commerce, FMCG, Ed-tech, and SaaS. My focus is turning campaign data into clear strategic insight, so every rupee of ad spend works harder.

Currently

Ads Account Manager at Amazon

Managing 26+ Beauty & Personal Care brand portfolios in India's most competitive ad category.

EXPERTISE

Core Skills & Capabilities

Hard Skills
Amazon Advertising Google Ads Meta Ads PPC Advertising Campaign Optimization Performance Marketing Campaign Management Bid Management Lead Generation A/B Testing Keyword Research Conversion Rate Optimization

"I treat every campaign as a hypothesis: test, measure, and refine until the numbers prove the strategy right."

Soft Skills
SH

Stakeholder Management

Aligning brand goals with execution

CT

Cross-Team Collaboration

Working across strategy & creative

AT

Analytical Thinking

Turning data into decisions

TM

Time Management

Juggling multi-brand priorities

CAREER JOURNEY

Experience

Ads Account Manager — Amazon
Sep 2025 – Present · Bangalore
  • Managed INR 4Cr+ monthly ad spend for 26+ brands on Amazon Sponsored Ads (Products/Brands/Display).
  • Boosted ROAS by 30% (1.8→2.3) via bid, targeting, and campaign structure optimization.
  • Achieved 115% ad sales uplift during Amazon events with a 77% spend increase.
  • Reduced ACOS from 70% to 52% through defect tracking and placement optimization.
  • Used Amazon Pi/Ads CoPilot for category insights (search ranking, glance views, market share).
  • Analyzed targeting, search terms, placement mix, and ASIN data for strategic recommendations.
Digital Campaign Manager — QS Quacquarelli Symonds
Jan 2025 – Jul 2025 · Bangalore
  • Ran Google/Meta Ads for 20+ global education clients (lead gen / traffic / sales).
  • Generated B2C leads at ~INR 200 CPL with strong conversion potential.
  • Delivered 200% monthly ROI via bid, keyword, and CRO optimizations.
  • Scaled Birmingham Newman Business School campaign: CPL $30–$120 (Meta), $45–$220 (Google) on $10K/month.
  • Improved ROAS from 0.7 to 1.3 in 4 months via landing page redesign and A/B testing.
  • Analyzed Meta Ads, GA4, and Looker Studio for KPI gaps and action plans.
Digital Marketer — Vtiger CRM
Feb 2023 – Jan 2025 · Bangalore
  • Managed Meta/Google Search/Display Ads end-to-end.
  • Grew monthly revenue by 20% via advanced targeting and funnel segmentation.
  • Cut CPL from INR 1,200 to INR 250 by restructuring campaigns and refining keyword intent.
  • Increased quarterly sales by 30% while reducing ad costs by 61%.
  • Boosted website traffic by 160% QoQ and improved conversion rates by 15–25% via CRO.
  • Mentored 4 team members; collaborated with strategy and branding teams.
Social Media Manager — 361 Degrees
Mar 2022 – Jan 2023 · Kolkata
  • Managed Meta/Google Search/Display Ads for clients in clothing, restaurants, education, hospitality, and healthcare.
  • Launched and optimized 50+ campaigns with budgets up to INR 1 lakh/month.
  • Created 40+ ad strategies for new business pitches.
  • Presented weekly/monthly/quarterly performance data with actionable insights.
Education

Bachelor of Commerce — Accountancy

University of Calcutta

CASE STUDIES

Deep dives into performance marketing strategy & results

Five anonymized engagements across Amazon Ads, Google Ads, and Meta Ads — each broken into the challenge, the strategy and execution, and the measurable results.

01Kiro Beauty 02Mahina.Co 03Volt Homecare 04Birmingham Newman 05Vtiger CRM
Case Study 01 · Amazon Ads · Kiro Beauty

52% Sales Growth with a Stable ACOS

Beauty & Personal Care · Amazon Ads · April–May 2026
Ad Sales
₹13.75L
▲ 55.7%
from ₹8.83L
Ad Spend
₹13.45L
▲ 34.8%
from ₹9.98L
ACOS
57.10%
▼ 4.4%
from 59.74%
ROAS
1.75
▲ 4.8%
from 1.67

Kiro Beauty, a leading beauty makeup brand, wanted to increase Amazon ad-driven revenue while protecting profitability in a highly competitive Beauty & Personal Care category. Growth had started to plateau, so the brief was to lift ad-attributed sales and order volume, scale spend efficiently, and hold the line on ACOS despite rising competition and CPCs.

A review of the prior month showed steady sales but untapped headroom in high-converting keywords and placements; CPC was stable around ₹16, meaning there was room to scale without paying more per click. The plan was a controlled-scaling strategy — deploy more budget into winning campaigns while watching ACOS and CPC daily, rather than cutting spend.

Strategy
  • Increased investment in high-converting Sponsored Products campaigns
  • Expanded coverage on top-performing search terms
  • Improved placement visibility for converting keywords
  • Reallocated budget from low-performing targets to revenue-driving campaigns
  • Monitored ACOS and CPC daily to prevent inefficient scaling
Execution
  • Optimized bids on top-performing keywords and ASIN targets
  • Increased budget allocation for campaigns generating consistent sales
  • Reduced spend leakage from underperforming targets
  • Improved placement participation during peak shopping periods
  • Tracked daily ACOS, CPC, and sales trends to maintain control while scaling
  • Ad-attributed sales grew 55.7% (₹8.83L → ₹13.75L) in a single month of controlled scaling
  • Spend rose only 34.8% (₹9.98L → ₹13.45L) — sales grew faster than cost
  • ROAS improved from 1.67 to 1.75 while ACOS fell from 59.74% to 57.10%
  • CPC held close to ₹16 throughout, confirming the lift came from allocation, not from paying more per click
Key Takeaway

Aggressive scaling and efficiency aren't mutually exclusive. By reallocating budget toward proven keywords and placements and tracking ACOS/CPC daily, sales grew faster than spend — and profitability improved in the same month.

Kiro Beauty Amazon Ads performance dashboard, April to May 2026
Amazon Ads performance dashboard · Kiro Beauty · Apr 1 – May 31, 2026
Case Study 02 · Amazon Ads · Mahina.Co

₹95.38L Ad Sales · 19.78% ACOS · Full-Funnel Strategy

Female Apparel · Amazon Ads · 365-Day Campaign · Gurugram, India
Ad Sales (365 days)
₹95.38L
▲ 480%
vs prior period
Order Growth
515%
29,816
total orders
ACOS
19.78%
▼ 24%
vs prior period
TACOS
7.43%
Healthy
blended efficiency

Mahina.Co, a fast-growing female apparel brand based in Gurugram, wanted to aggressively scale revenue while improving advertising efficiency and customer acquisition. Strong products and demand were there, but growth was capped by limited scale across high-intent search terms, rising category competition, and pressure to grow revenue without ACOS climbing.

Account analysis found real headroom in campaign segmentation, keyword ownership, and conversion efficiency — several high-volume search terms lacked visibility, and Sponsored Brands/Sponsored Display were underused, capping both acquisition and remarketing. The plan: a full-funnel Amazon Ads strategy built for growth and profitability together.

Strategy
  • Sponsored Products keyword expansion
  • Exact-match ranking campaigns
  • Sponsored Brand visibility campaigns
  • Sponsored Display retargeting
  • Search term harvesting and keyword isolation
  • Budget allocation based on profitability and growth potential
Execution
  • Rebuilt campaign structures around keyword intent and performance
  • Identified and scaled high-converting search terms
  • Optimized bids using ACOS and conversion data
  • Expanded Sponsored Brand and Sponsored Display coverage
  • Applied negative targeting to reduce wasted spend
  • Shifted budgets toward campaigns delivering profitable growth
  • Generated ₹95.38L in ad-attributed revenue over 365 days (+480% vs prior period)
  • Grew order volume 515% to 29,816 orders
  • Reduced ACOS 24% to a profitable 19.78%, with TACOS holding healthy at 7.43%
  • Improved CTR by 45% and increased impressions by 282%, expanding visibility while staying efficient
Key Takeaway

Full-funnel advertising, keyword ownership, and continuous optimization turned Amazon Ads into Mahina.Co's highest-growth acquisition channel — proving disciplined scaling can deliver both revenue growth and durable marketplace leadership.

Mahina.Co Amazon Ads performance dashboard, trailing 365 days
Amazon Ads performance dashboard · Mahina.Co · trailing 365 days
Case Study 03 · Amazon Ads · Volt Homecare

184% Sales Growth & 48% ACOS Reduction in 90 Days

Eco-Friendly Home & Laundry · New Launch · Mumbai, India
Ad Sales (90 days)
₹4.82L
▲ 184%
growth
Order Growth
+178%
206 orders
total, post-launch
ACOS Reduction
33.5%
▼ 48%
achieved
Conversion Rate
4.16%
▲ 200%
CVR

Volt Homecare, an eco-friendly laundry and home-cleaning brand based in Mumbai, was a brand-new launch entering a competitive Amazon category with no brand awareness, no keyword rankings, and low sales velocity. The goal for the first 90 days: build visibility, drive conversions, and lay a profitable advertising foundation.

The initial account review showed low campaign maturity — early campaigns were generating impressions but not enough conversion data to know which search terms actually converted. The focus shifted from broad visibility to finding and scaling purchase-intent traffic that could deliver both immediate sales and long-term ranking benefits.

Strategy
  • Built separate Auto and Manual Sponsored Products campaigns
  • Aggressive search term harvesting
  • Exact-match keyword scaling
  • Negative keyword implementation
  • Ranking-focused campaign structure
  • Budget prioritization toward converting search terms
Execution
  • Launched keyword discovery campaigns to gather conversion data
  • Moved winning search terms into dedicated Exact campaigns
  • Eliminated non-performing queries through negative targeting
  • Increased bids on high-converting keywords
  • Ran weekly performance reviews to find scaling opportunities
  • Optimized campaigns based on ACOS, CTR, CVR, and order trends
  • Generated ₹4.82L in ad-attributed sales within the first 90 days (+184%)
  • Grew orders 178% to 206 total orders
  • Improved conversion rate 200% to a CVR of 4.16%
  • Cut ACOS 48% to 33.5%, establishing a scalable keyword and campaign structure
Key Takeaway

Structured campaign building, keyword harvesting, and continuous optimization took Volt Homecare from a brand-new launch to a scalable growth-stage account in one quarter — building the ranking foundation needed for sustained organic growth.

Volt Homecare Amazon Ads performance dashboard, 90 days post-launch
Amazon Ads performance dashboard · Volt Homecare · 90 days post-launch
Case Study 04 · Meta Ads · Birmingham Newman University

3,535 Leads at a 45% Qualified Rate

Lead Generation · Meta Ads · 8 Weeks · International Markets
Total Leads
3,535
8 weeks
campaign window
Qualified Lead Rate
45%
~1,591
qualified leads
Impressions Reached
3.4M+
Students
prospective students
CPC
£0.04
CTR 1.01%
cost efficiency

Birmingham Newman University, a public university in England, partnered with QS to grow student inquiries and applications for key postgraduate programmes through Meta Ads — while keeping cost per lead efficient and improving lead quality across a competitive, international higher-education market.

Early analysis showed strong audience potential, but broad targeting was driving volume without always producing enrollment-ready prospects. Audience segmentation, creative relevance, and lead-form design were the real levers for quality — so the strategy balanced scale and qualification rather than chasing volume alone.

Strategy
  • Audience segmentation by programme interest and geography
  • Lookalike audience expansion using historical lead data
  • Creative testing across multiple value propositions
  • Lead form optimization to improve qualification
  • Placement optimization based on conversion quality
Execution
  • Launched multiple audience clusters targeting prospective postgraduate students
  • Tested messaging themes: career advancement, employability, global opportunities
  • Optimized lead forms to capture higher-intent prospects
  • Scaled high-performing creatives and paused underperforming assets
  • Reallocated budgets toward audiences with stronger application intent
  • Generated 3,535 student leads over 8 weeks, ~1,591 of them qualified (45%)
  • Reached over 3.4 million prospective students and 8,790 landing page visits
  • Maintained highly efficient traffic acquisition at £0.04 CPC (1.01% CTR)
  • Built a scalable student-acquisition framework for future enrollment campaigns
Key Takeaway

Audience segmentation, creative testing, and lead-qualification work let the campaign scale lead volume and lead quality together — building a repeatable student-acquisition framework for future enrollment cycles.

Meta Ads Manager dashboard for Birmingham Newman University lead generation campaign
Meta Ads Manager · Birmingham Newman University · 8-week campaign
Case Study 05 · Google Search & Meta Ads · Vtiger CRM

45% More MQLs at 22% Lower CPL

SaaS Lead Generation · 8 Months · Bangalore, India
MQL Growth
+45%
350+
qualified leads
CPL Reduction
-22%
8 months
program length
Lead-to-Sale CVR
30%
Pipeline
sales pipeline growth
Reporting
Real-Time
HubSpot
+ Looker Studio

Vtiger CRM, a SaaS CRM platform based in Bangalore, needed better lead quality, lower acquisition costs, and a scalable paid-acquisition engine. Existing campaigns produced leads, but MQL quality was inconsistent, acquisition costs were climbing, and there was limited visibility into funnel health.

An audit found high-performing keywords mixed in with low-intent search terms, wasting spend and dragging down lead quality, while landing pages were full of distractions that hurt conversion. The fix was a full-funnel optimization framework spanning ads, landing pages, and CRM workflows to tighten intent matching end to end.

Strategy
  • Restructured Google Search campaigns by keyword intent
  • Isolated high-converting CRM-related search terms
  • Launched conversion-focused landing pages
  • A/B tested creatives, CTAs, and user journeys
  • Expanded geo-targeting in high-performing regions
Execution
  • Segmented campaigns by product, competitor, and high-intent search categories
  • Optimized bids and budgets based on lead quality metrics
  • Created distraction-free landing pages focused on demo requests
  • Built reporting dashboards to monitor CPL, MQLs, conversion rate, and ROI in real time
  • Ran ongoing keyword expansion and negative keyword optimization
  • Increased MQL volume by 45%, generating 350+ qualified leads
  • Reduced CPL by 22% while achieving a 30% lead-to-sale conversion rate
  • Improved alignment between paid media and sales pipeline
  • Enhanced reporting and decision-making through centralized HubSpot + Looker Studio dashboards
Key Takeaway

Combining search-intent optimization, landing page improvements, and real-time tracking turned Vtiger's paid acquisition into a scalable revenue engine — more qualified pipeline, lower cost, and a reporting layer the whole team could trust.

Google Ads search dashboard for Vtiger CRM campaign
Google Ads · Vtiger CRM · search campaign insights
GET IN TOUCH

Let's discuss how data-driven optimization can transform your advertising performance and drive measurable growth.

✉ dutta.riawork@gmail.com 📞 +91 87777 59725