WORK

I've worked as a Social Media Manager and Performance Marketer for a cosmetologist at The Revitalize Clinic , creating engaging reel content and managing Meta ad campaigns to increase brand visibility and reach.

The following results reflect the impact of a few months of consistent content optimization and strategic planning.

The adjacent statistics reflect the page performance at the Time I Began Managing It In April 2025.

Competitor Analysis

I conducted a complete Social Media Audit focusing on how the brand performs compared to its key competitors. This included analyzing competitors’ follower growth, posting frequency, engagement levels, content style, and platform consistency. I also identified gaps and opportunities by studying what competitors are doing well and where Revitalize Clinic can differentiate. Overall, the audit provides a clear roadmap for improving visibility, engagement, and content strategy.

Campaign Structure [ Internship Experience ]

Campaign Study – Men’s Apparel Brand (Modern Wear)

Client: D2C Apparel Brand (Men’s Fashion)
Objective: Conversions (Purchases)
Platforms: Meta Ads Manager, Google Ads

1. Strategy & Approach-
- Implemented complete pixel and event tracking setup to ensure accurate conversion tracking and data flow.
- Designed a full-funnel marketing strategy (TOF–MOF–BOF) aligned with the customer journey
- Focused on balancing audience testing + performance scaling using a structured campaign framework
- Leverage platform algorithms by feeding high-quality audience signals for better optimization.

2. Audience & Creative Strategy-
- Developed audience personas based on brand positioning (modern, male-focused fashion).
- Executed 3 key audience tests under CBO with controlled budget distribution:
- Aligned creatives with audience segments (lifestyle-driven, aspirational, and product-focused messaging).
- Tested multiple creative formats (static, video, UGC-style) to identify top-performing assets

3. Campaign Structure & Execution-
- Deployed campaigns using CBO with budget caps for controlled testing
- Launched ASC campaign once sufficient purchase signals were generated.
- Built a strong remarketing funnel, including:
-Add-to-Cart (ATC) audience
- Initiate Checkout (IC) users
- All website visitors

4. Budget Allocation Strategy-
- 60% allocated to TOF (Testing & Scaling new audiences/creatives).
- 15% allocated to MOF (Consideration & engagement retargeting)
- 25% allocated to BOF (High-intent conversion campaigns)
- Ran awareness campaigns alongside with lifetime budgets to continuously feed the funnel

5. Optimization & Analysis-
-Continuously monitored and optimized campaigns based on CPM, CTR, CPC, CPA, and ROAS.
- Conducted regular backend analysis using Google Analytics and Shopify to understand user behavior.
- Identified drop-offs in the funnel and refined targeting, creatives, and landing experience.
- Reduced ad fatigue through creative refresh cycles and audience segmentation.
- Scaled winning ad sets strategically while maintaining cost efficiency.

6. Results & Impact
- Achieved stable pixel learning phase, improving delivery and optimization efficiency.
- Improved CTR, indicating stronger creative and audience alignment.
- Reduced CPC and overall Cost per Purchase (CPP), enhancing campaign profitability.
- Built a scalable campaign structure with clear opportunities for budget expansion.
- Leveraged audience insights to maximize performance during sale periods and peak demand windows.

Ad 1- [Lead Generation]

Campaign Strategy & Setup:
Lead Generation : Testimonial Ad

This campaign was designed to generate high-intent consultation leads for a cosmetology clinic using patient testimonial content, while maintaining cost efficiency and strong ROI.

A Daily Ad Set Budget: of ₹250 was used initially, with gradual vertical scaling of ₹40 per day based on performance to maintain delivery stability.

Audience Targeting: was kept highly relevant and local, focusing on Thane and Navi Mumbai, as the clinic primarily receives patients from these locations.

Interest Targeting: Interest targeting around cosmetics, beauty, and skincare was used, along with Advantage Detailed Targeting, allowing Meta’s algorithm to further optimize delivery.

Total Spend: ₹1,779
Leads Generated: 18
Cost per Result (CPR): ₹98.85
Revenue Generated: ₹20,000
Return on Ad Spend (ROAS): ~11.2x

Creative

To ensure budget efficiency, placements were restricted to Instagram Reels and Stories, aligning with the content format and avoiding unnecessary spend on other platforms.

A Rich Creative lead form was used to reinforce the testimonial visually and pre-qualify users, resulting in better lead quality.
A whatsapp link to the business account was also attached to the end of the form for direct messaging purpose.

The campaign successfully delivered high-intent leads at a low cost, converting into significant revenue for the clinic. Strong creative relevance, local targeting, and controlled scaling played a key role in achieving profitable results.

The ad creative was a patient testimonial Reel, showcasing a real acne transformation after treatment by Dr. Manish Ratnakar. This helped build trust, credibility, and emotional connection key drivers for medical lead generation.

Ad 3 - [Lead Generation]

Campaign Strategy & Setup:
Lead Generation : Direct Replies on Instagram DMs.

This campaign was executed to drive direct Instagram DM inquiries for a time-bound Diwali HydraFacial offer (50% off: ₹3000 → ₹1500). Since the objective was quick local conversions and high intent responses, the campaign was run as a boosted Instagram post optimized for Messaging (DMs).

Campaign Setup & Strategy

Objective: Leads (Get more messages)
Conversion Type: Instagram DM conversations
Budget Type: Ad set budget
Daily Budget: ₹88.75
Duration: 13 days
Creative Format: Creative reel with CTA and attractive offer details.

Audience & Targeting:

Location: Thane + 8–20 km radius (clinic-based targeting to ensure walk-in feasibility)
Age Group: 20–35 years
Gender: All
Detailed Targeting:
Interests: Bride, Wedding reception, Engagement, Health & Beauty, Skin Care
Behaviors: Interested in upcoming events, newly engaged, birthdays approaching
This audience was intentionally curated to capture high-purchase-intent users (brides-to-be, event-ready individuals, and festive shoppers), making the offer more relevant and conversion-focused.

Finding The Missing ’Dot’, Giving Key To The Best Skin!

The rebranded DotnKey reconnects modern beauty routines with natural ecosystems sustainably and intelligently. We’re not just inspired by nature; we’re powered by it. Each formula is born from an ecosystem, designed to bring your skin back into balance. Unlike the original’s playful approach, this new DotnKey focuses on clean, oil-free, dermatologist-backed skincare tailored for Indian skin and humid climates. By blending science with nature, the brand delivers lightweight, effective, and transparent formulations that simplify routines while keeping skin healthy, balanced, and naturally radiant.