About Karishma
English
Native or bilingual
Experience
- FreelancerPerformance marketing consultantFASHION AND COSMETICSNovember 2025 - Today (9 months)London, United KingdomI help beauty and personal care D2C brands increase ROAS by fixing funnel leaks and aligning paid ads with buyer intent.Recent work:
- Improved ROAS from 1x → 3x in 3 months for a D2C brand
- Improved Revenue +139% in 2 months
- Identified conversion drop-offs between ATC → checkout and fixed them through messaging changes
- Worked with growth-focused brands aiming for profitable scale, not just higher spend
- GroupM MediaPaid Media Senior ManagerFASHION AND COSMETICSMay 2024 - October 2025 (1 year and 5 months)Mumbai, Maharashtra, India
- Own end-to-end strategy, budgeting, execution, and performance audits for OTT and D2C clients
- Increased ROAS from 0.8x to 2x for L'Oreal by overhauling Meta, Google, and YouTube campaigns.
- Led end-to-end onboarding and execution of Amazon Prime OTT branding campaigns.
- Co-created campaign pitches using audience insights, CAC-LTV analysis, and industry benchmarks.
- Led and mentored a 2-member performance marketing team, overseeing end-to-end execution of full-funnel campaigns across Google, Meta, and YouTube; improved team efficiency and campaign ROAS by embedding optimization SOPs and weekly calls.
- GroupM MediaPaid Media ManagerApril 2023 - April 2024 (1 year)Mumbai, Maharashtra, India• • Scaled ROAS from 3x to 7x for a luxury skincare brand using A/B testing and Google Search segmentation• • Built and optimized full-funnel paid media strategies across Meta, Google, and YouTube.• • Achieved KPIs for awareness, lead generation, and acquisition through iterative testing.
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Education
- MBAMumbai University2019MBA
- Facebook Certified Media Buying Professional RecognitionFacebook Certified Media Buying Professional Recognition
Certifications
- Meta Certified Media Buying ProfessionalMeta2025