Turning data into decisions and campaigns into revenue
I'm Deenadhayalan Pongiyanan — a Performance Marketing Manager with 9+ years building full-funnel marketing systems across India, UAE, and global markets. I combine deep MarTech expertise with hands-on campaign management to drive measurable business outcomes.
Career Journey
Performance Marketing Manager
Knot Home
Mar 2026 – Apr 2026
Dubai, UAE
Joined with full commitment; however, the escalating regional conflict and surrounding uncertainties made it difficult to continue as originally planned.
Performance Marketing Manager
Kushals Fashion Jewellery
Feb 2024 – Mar 2026
Bengaluru, India
Led performance marketing across D2C and 100+ retail stores for a leading omnichannel fashion jewellery brand. Owned digital P&L, 3.5–4.5 Cr/month ad budget, and a team of 5 reportees.
- ▸ 135+ Cr annual omni-digital revenue with 23% YoY digital growth
- ▸ Improved ROAS by 37% and revenue by 55% through omnichannel optimisation
- ▸ Scaled monthly ad budget from 1.5 Cr to 3.5 Cr maintaining target ROAS
- ▸ Implemented OCAPI for in-store tracking and Local Inventory Ads
- ▸ Built Looker Studio data warehouse with Gemini-integrated AI reporting
Performance Marketing Manager
Health & Glow
Jun 2022 – Jan 2024
Bengaluru, India
Managed end-to-end digital performance across e-commerce, 65+ retail stores, and private brand P&L. Drove user acquisition, retention, and omnichannel growth.
- ▸ Grew retention revenue share from 16% to 29% at organisational level
- ▸ Scaled private brand revenue 6x via personalised recommendation flows
- ▸ Implemented Local Inventory Ads — 100x increase in shopping impressions
- ▸ Designed WhatsApp chatbots and gamification loyalty campaigns
- ▸ Ran 70+ documented A/B tests for offer, creative, and communication
Assistant Manager Growth Marketing
Disney BYJU'S International
May 2021 – Jun 2022
Bengaluru, India
Drove North America growth for the Disney Learning joint venture. Managed performance campaigns from account setup to the first 3,000 paid customers. (US & Canada Markets)
- ▸ Managed campaigns across Meta, Google, Amazon, DV360, and Pinterest
- ▸ Set up AppsFlyer and SKAN (iOS attribution) with CCPA and GDPR compliance
- ▸ Built board-level marketing dashboards used in cross-continent meetings
- ▸ Led the first 1,000 customer acquisition sprint across US and India
Assistant Manager Growth Marketing
Galileo Global Education
Dec 2020 – May 2021
Bengaluru, India
Set up the full digital infrastructure for a newly onboarded company, covering accounts, CRM automation, and vendor management.
- ▸ Built digital ad accounts, CRM automation, and agency onboarding from scratch
- ▸ Served as single POC for all digital operations across internal/external stakeholders
Senior Executive Digital Marketing
Swiggy
Sep 2019 – Dec 2020
Bengaluru, India
Managed digital remarketing and user acquisition for Swiggy's food marketplace and new business verticals. Average monthly budget of 6 Cr, scaling to 40 Cr during IPL.
- ▸ Managed 6 Cr average monthly ad spend across FB, Google, Twitter, TikTok, Programmatic
- ▸ Ran 25+ high-budget experiments to improve reactivations without offers
- ▸ Designed Raffle campaign saving approx. 56 Cr in coupon discounts in one quarter
- ▸ Implemented Sustainable Customer Behaviour Change framework
Digital Marketing Manager
Cholan Tours India
Jul 2016 – Jun 2019
Tiruchirappalli, India
Led full digital transformation for 3 brands across B2C and B2B verticals. Built the marketing function from scratch; promoted to team lead within the first year.
- ▸ 6x ROAS on B2C and 25x ROAS on B2B campaigns
- ▸ 70x increase in enquiries after new digital strategy
- ▸ Ranked 20+ keywords in top 5 positions; 30+ pages in position zero
- ▸ Built and managed team of designers, developers, and content writers
Skills & Tools
Performance Marketing
Marketing Automation & CRM
MarTech & Integrations
Data & Analytics
AI & Automation
Key Achievements
AI-Automated Reporting
Built end-to-end AI automation for paid campaigns and Shopify, powered by Google BigQuery, surfacing patterns and answering business questions on demand.
Digital Transformation
Led full-stack digital transformation across office suite, CRM, telephony, website, and server infrastructure for a newly onboarded company.
New Initiatives Dashboard
Designed a unified dashboard tracking P&L and campaign performance for new initiatives, giving leadership a single source of truth.
Academic Background
Executive Programme, Digital Marketing
Indian Institute of Management Bangalore (IIM-B)
Aug 2019 – Sep 2019
MBA — Tourism & Events
College of Engineering Guindy, Anna University Chennai
Jun 2014 – Jul 2016
B.Com — Commerce
Sree Amman Arts and Science College, Erode
Aug 2011 – Jun 2014