Performance Marketing
Full-funnel paid media built to acquire the right customers, not just more clicks.
Independent consultant. Business-first thinker.
Turning Marketing Spend Into Measurable Business Growth.
I’m Surjithkumar, a performance marketing specialist. I build performance-driven marketing systems that connect paid media, creative strategy, audience intelligence, analytics and automation to generate measurable business outcomes.
Based in Chennai. Built for multi-market growth.
8+ YearsPerformance marketing experience
₹150M+Handled in one historical month
5x ROASAchieved for an ecommerce brand
Multi-marketCampaign experience
01 / The approach
Performance marketing,
without the guesswork.
Eight years in, I’ve learnt that sustainable growth rarely comes from a better ad alone. It comes from understanding the whole system — the customer, the creative, the funnel and the signals behind every decision.
I’m a hands-on strategist who connects acquisition with measurement, CRM and automation. From brand-side marketing to high-scale campaigns, I work where strategy meets execution.
Surjith KumarStrategist by mindset. Operator by practice.
How I think
01
Measure what matters
Focus on signals that tell you how the business is growing, not just how the ads are performing.
02
Build systems, not isolated campaigns
Connect media, creative, tracking and automation into one compounding growth engine.
03
Optimise for business outcomes
More leads isn't the end goal. Better customers, healthier returns and sustainable scale are.
02 / What I bring to the table
The right levers.
Working together.
From the first impression to the final conversion, I help turn disconnected marketing efforts into a connected growth system.
Paid Social & Meta Ads
Creative-led acquisition, smarter audience signals and campaigns that scale.
Google Ads & YouTube
Capture intent and build demand across Search, Shopping and YouTube.
Marketing Automation
Connected journeys that nurture leads and turn follow-ups into growth.
Funnel & CRO
Find the friction between first click and conversion. Then remove it.
Analytics & Measurement
Reliable tracking and a clear view of what is actually driving revenue.
WhatsApp / CRM Automation
Turn conversations into customers with connected CRM and WhatsApp flows.
Growth Strategy
A practical roadmap connecting your media, creative, data and business goals.
03 / Experience in numbers
Scale is earned.
Results are measured.
A selection of professional and campaign proof points. Different challenges. Real-world scale.
8+Years in performance
marketing
marketing
₹150M+₹150+ Million budget handled
in one historical month
in one historical month
5xROAS achieved for
an ecommerce brand
an ecommerce brand
Campaign case-study results — not lifetime totalsJan Suraaj · Bihar election campaign: ₹42Cr+ budget · 7 months
2B+Campaign reach
22Cr+Video views
4.9LLeads generated
25LUnique WhatsApp conversations
04 / Selected work
Different challenges.
The same growth mindset.
Insurance, ecommerce, political campaigns and everyday brands. Strategy grounded in the context of each business.
PROJECT / 01Insurance
Coverfox
Connecting insurance acquisition to the outcome that matters: policies, not just leads.
PROJECT / 02Political campaign
BIHARA campaign at scale
Bihar Elections · Jan Suraaj
A seven-month, multi-platform campaign for Jan Suraaj, built for reach, engagement and conversations at scale.
PROJECT / 03Political & ORM
TN Elections · TVK · Actor Vijay
Video-led paid social and online reputation campaigns for Tamilaga Vettri Kazhagam across Tamil Nadu.
PROJECT / 04Client ecosystem
Brand & Growth Campaigns
Ecommerce, salons, real estate, food and more. Every brand gets the same treatment: a growth system built around its own numbers.
The brand index
Work, brand by brand.
Coverfox
Performance marketing & marketing technology
Acquisition connected to tracking
Jan Suraaj
Political campaign execution
₹42Cr+ · seven-month campaign
TVK · Actor Vijay
TVK · Actor Vijay
Political paid media & ORM
5.8Cr+ impressions
Naturals Salon & Spa
Digital marketing contributor
2018–2020 · brand-side experience
TONI&GUY
Digital marketing contributor
Lower CPL through automation
Casagrand
Digital marketing contributor
₹89L peak single-day budget
G Square
Digital marketing contributor
Real estate brand engagement
Eco Femme
Digital marketing contributor
Purpose-led brand engagement
Wink Unisex Salon
Digital marketing contributor
6.5x return on ad spend
Ambur Star Biriyani
Digital marketing contributor
TVC reach campaign
Nayak Fashions
Digital marketing contributor
E-commerce acquisition
Goold.co.in
Goold.co.in
Digital marketing contributor
Used-device marketing
Slaylewks
Slaylewks
Digital marketing contributor
Chennai bridal lead generation
Taj Home Catering
Taj Home Catering
Digital marketing contributor
Catering enquiry acquisition
Step Stones
Step Stones
Digital marketing contributor
6 plots sold · Phase 1
Quiclo
Quiclo
Digital marketing contributor
90% acquisition-cost reduction
Zomato
Digital marketing contributor
Brand engagement
05 / The journey
Built through experience.
Sharpened by execution.
From brand-side digital marketing to multi-brand growth and large-scale campaigns — a progression built on doing the work.
2025–PresentCURRENT
Simple Sense Analytics Pvt Ltd
Performance & growth strategy
Connecting paid acquisition, measurement and automation with a business-first approach to growth.
2023–2025
Rainbow Media Digital
Scaled digital campaigns
Managed a team of 10 alongside multi-platform campaign planning, large-scale media execution and integrated digital journeys.
2021–2023
Echovme Digital
Senior Performance Marketing Specialist
Strategised and executed high-impact campaigns across Casagrand, Toni&Guy, Step Stones, Quiclo and Wink — optimising ad spend and driving measurable business growth.
2018–2020
Naturals Salon & Spa
Brand-side digital marketing
Social media management, brand communication, audience engagement and marketing-led sales support.
Campaign wins, brand by brand.
Echovme Digital · 2021–2023 · Senior Performance Marketing Specialist
Real estate₹89LPeak single-day ad budget
- 5,789 high-intent leads generated at a ₹1,780 cost per lead.
- ₹20+ Crores spent over two years, with 29% of leads allocated to sales teams by the pre-sales team.
- Outperformed the client's in-house marketing team on digital project launches.
Salon & groomingLower CPLThrough automation-led journeys
- Marketing automation campaigns designed around the customer journey across multiple touchpoints.
- Ad strategy optimised alongside automation tools, bringing cost per lead down and lead conversion up.
Step StonesReal estate · plots
6 plotsSold in Phase 1
- Led the digital launch for a plots project.
- Phase 1 sold with minimal ad spend and an exceptionally low cost per lead.
QuicloPremium laundry app
-90%Cost per install & registration
- Meta installs and registrations were costing too much to scale profitably.
- UGC and placement-based ads cut acquisition costs by 90% and dramatically improved conversions.
- The app was later acquired by Jyothi Laboratories.
Salon chain · 10th anniversary6.5xReturn on ad spend
- “10 Days, 10 Offers” anniversary campaign run on Meta Ads.
- ₹1.21L revenue generated from ₹18.5K in ad spend.
The tools behind the work.
Platforms, signals and connections.
Paid media
Analytics & tracking
Automation & CRM
Optimisation
AI & creative
06 / Free tools
Run your own
numbers.
Two quick checks every advertiser should run. The maths happens in your browser — nothing is sent or stored.
ROAS calculator
Return on ad spend: revenue generated divided by ad spend. For every ₹1 you put in, how much comes back?
—Return on ad spend
—Revenue − spend
Enter your revenue and ad spend to see the result.
CPM calculator
Cost per mille: what 1,000 impressions cost you. A quick read on how efficiently your media is bought.
—Cost per 1,000 impressions
—Impressions
Enter your spend and impressions to see the result.
07 / Notes from the field
Surjith on Performance
What performance marketers get wrong about ROAS
A good-looking dashboard isn't always a healthy business. Look beyond platform-reported returns.
Continue on LinkedInWhy tracking quality beats targeting hacks
Better decisions start with better signals. Measurement is a growth lever, not an afterthought.
Continue on LinkedInFrom media buying to growth systems
The next stage of performance connects acquisition, creative, CRM and the customer journey.
Continue on LinkedIn08 / Let’s talk growth
Have a Growth Challenge?
Let’s Talk.
Tell me what you’re trying to scale.
I’ll tell you what I’d fix first.
Chennai, India · Open to multi-market work
surjithdmsolutions@zohomail.com · +91 87782 30518
Connect on LinkedIn