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Sundarajan Swaminathan
Senior Product Marketing Leader specializing in GTM strategy and RevOps analytics
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About
Growth creative/performance marketer from BYJU'S (India) who runs disciplined creative experimentation across Meta, TikTok, and YouTube. Notably shifted messaging from feature-led to outcome/testimonial-led creative, delivering CPA down 27%, ROAS up 35%, and +11% trial-to-paid conversion, and has experience leading a small creative pod (editors + writer) with a rapid-iteration production system.
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Key Strengths
- Owned end-to-end growth-creative campaign at BYJU'S with measurable impact (CPA -27%, ROAS +35%, trial-to-paid +11%)
- Strong experimental design to isolate creative impact (held audiences constant; multi-variant testing)
- Data-to-creative translation using structured loop (Observe → Diagnose → Create → Iterate) across platforms
- Platform-specific creative optimization (Meta thumb-stop hooks, TikTok native UGC/pacing, YouTube longer narrative/CTA)
- Builds scalable rapid-iteration system with guardrails, templates, and QA tied to performance outcomes
- Effective creative leadership: directed editors/writer to shift from feature-heavy to outcome/proof-led storytelling, driving double-digit conversion lift and lower CPA
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