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Charu Kanojia
Senior Performance Marketing Professional specializing in PPC and D2C growth
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About
Performance marketer with hands-on ownership of SGD 60K-80K/month multi-channel accounts across Google, Bing, Meta, and TikTok. Demonstrates strong full-funnel thinking, disciplined experimentation, and practical optimization instincts—especially around CPL, lead quality, creative fatigue, and budget shifting between social and search to restore efficiency.
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Key Strengths
- Managed high-spend paid media budgets of SGD 60K-80K/month
- Strong cross-platform performance marketing across Google, Bing, Meta, and TikTok
- Full-funnel media planning from demand creation to intent capture
- Disciplined testing framework with single-variable tests and control groups
- Uses stage-specific KPIs and blended CPL/lead quality instead of vanity metrics
- Data-driven budget reallocation based on channel efficiency and search saturation
- Identifies and addresses creative fatigue, landing page CVR issues, and lead quality declines
- Collaborates on landing page improvements to lift conversion rates
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