Ridhima PEBBISETTY

Co-managed €3M+ TikTok paid media budget, delivering +55% YoY ROAS growth and +200% YoY spend across EU. Led conversion-focused upper-funnel strategy, including creative planning, testing, and production with in-house and agency partners. Designed and managed A/B testing frameworks across creatives, optimization, audiences, and targeting. Monitored Adjust reporting to drive funnel optimization and identify tracking discrepancies. Mentored junior performance marketers and documented best practices to enable efficient, scalable growth.

Planned, executed, and optimized TikTok campaigns across full funnel (Branding, App, Prospecting and Retargeting). Owned Dynamic Product Ads (DPA) strategy via Smartly feed management, optimizing catalog structure and Dynamic Creative Optimization (DCO) templates to scale performance. Automated campaign workflows via Smartly feed management, reducing execution time by ~80%. Expanded paid media scope by executing and optimizing YouTube performance campaigns, applying cross-channel learnings.

Conducted market and industry analysis on key trends, delivering insights for managing product categories and strategic growth. Monitored monthly performance of pillar products and launches, analyzing sales, distribution, and customer feedback. Improved brand strategy on e-commerce platforms through audits of 65 product display pages and ratings & reviews. Optimized media strategy and monitored campaign performance by analyzing social media KPIs and Brand Lift Studies.