Data Driven
Growth Marketing

Allen Solly is a leading premium casual wear brand in India, with over 500 exclusive stores, presence in department stores, and a D2C website. Performance marketing was focused on driving D2C sales, with RoAS as the primary KPI.

Search campaigns were split into prospecting and remarketing, but operating at an average RoAS of 4x — well below the industry average of 6x. The account structure offered no mechanism for ongoing keyword optimization, and branded keywords were not being maximized for RoAS.

• No way to continually optimize for keywords with the existing structure, especially in prospecting campaigns.
• Branded and non-branded keywords were grouped together, limiting the ability to apply different bid strategies and match types.
• High-intent branded queries were underserved, leaving significant RoAS uplift on the table.
• Trending and growing product categories were not being surfaced due to lack of broad match discovery in a structured environment.

• Restructured the prospecting campaign to separate branded and non-branded keywords into distinct ad groups with tailored match types.
• Used broad match in the non-branded ad group to surface high-growth categories, while exact and phrase match zeroed in on high-intent branded queries.
• Introduced keyword negation, relevant ad copy, optimized landing pages, and sitelink and product price extensions.
• Built on early learnings to run category-level experiments (e.g. winterwear, handbags) that drove further RoAS gains.

The restructured search campaigns delivered strong improvements across all key metrics, with RoAS improving from 4x to 7x.

Allen Solly is a leading premium casual wear brand in India with over 500 exclusive stores and a D2C website. Meta campaigns were catalog-focused, leveraging Advantage+ features to drive RoAS and online sales.

A sudden drop in conversion from 0.7% to 0.4% occurred in a given month, accompanied by a dip in RoAS from 2.1x. The website experience was unchanged, pointing to a traffic quality issue. The immediate priority was to recover conversion without pulling back spend entirely.

• A drastic fall in CPM triggered a surge in traffic volume, bringing in a lower-quality audience that wasn't converting.
• Since the website and product pages were unchanged, the conversion drop was entirely attributable to audience and creative mismatch.
• The existing catalog was showing all products indiscriminately, without prioritizing proven performers or differentiating creatively.
• A/B testing was needed to identify what combination of audience, creative, and product set would restore conversion rates.

• Scaled down budgets on existing underperforming campaigns as an immediate measure while devising a test-and-learn strategy.
• Identified the Top 500 bestselling products based on 3 months of sales data and created a dedicated bestseller catalog.
• Added a customized 'BESTSELLERS' frame overlay to catalog creatives to capture attention and signal social proof.
• Launched the bestseller campaign, then scaled the approach to category-level bestseller campaigns based on results.

The bestseller campaign approach restored and improved conversion, with the success leading to a scalable category-level framework.

Allen Solly is a leading premium casual wear brand in India with over 500 exclusive stores and a D2C website. The Performance Max campaign was a key driver of Google shopping revenue, but was significantly underperforming its potential.

The PMax campaign was operating at a low RoAS of 2.3x and a conversion rate of just 0.70%. Despite being loaded with text, image, and video assets and running with broad targeting, shopping inventory — where 70% of ads appeared — was suffering from low impressions and poor CTR.

• 70% of ad spend was serving on shopping inventory, yet shopping ads had both low impressions and low CTR — pointing to a product feed quality problem.
• 30% of spend was going to display inventory, which diluted budget efficiency for a conversion-focused campaign.
• Product titles in the Merchant Center feed were generic and not optimized for search-friendliness or shopper intent.
• A deep-dive with Google reps confirmed that poor product title structure was the primary cause of weak shopping ad performance.

• Conducted keyword research and analyzed trends and product data to build a standardized title template for each product type.
• Included specific identifiers in titles — sleeve length for blouses, wash type for denims, collar type for men's shirts, and more.
• Implemented the new title structure across 35,000+ SKUs spanning 50 categories in Google Merchant Center.
• Updated product titles fed directly into shopping ad titles, improving search relevance and CTR across the entire catalog.

The feed overhaul drove meaningful improvements across RoAS, conversion, and CPA — achieved through a purely structural, zero-budget change.

Maruti Suzuki is India's largest automotive OEM with over 40% market share and 1.6M+ vehicles sold annually. NEXA is its premium retail channel, launched in 2015 to serve aspirational, tech-savvy buyers — now spanning 450+ showrooms across 280+ cities.

While customers were highly active online during the awareness and consideration stages — watching videos, reading reviews, browsing forums — digital channels were not being used to convert them. The challenge was to build a scalable hyperlocal program that generated qualified leads and drove measurable in-showroom outcomes across 60+ dealerships.

• Customers were already engaged online in awareness and consideration stages — the opportunity was to intercept them at the conversion stage with the right hooks.
• High-intent audiences within a defined radius of each showroom could be targeted on Google and Meta with lower-funnel conversion messaging.
• Creative strategy needed to focus on conversion triggers: financing options, leasing offers, inventory availability, limited-edition models, and promotional deals.
• Lead quality and speed of follow-up were as critical as lead volume — a 30-minute qualification SLA was key to converting digital leads into showroom visits.

• Led the program across two key regions, overseeing dealership onboarding, training, campaign planning, and performance reviews.
• Applied fixed radius targeting layered with audience signals — affinities, in-market intent, and customer lists — to reach high-intent buyers near each showroom.
• Built a diverse ad creative library spanning financing, leasing, deals, and product ads, each tied to specific conversion triggers.
• Consolidated all leads in a proprietary system with a dedicated dealership team mandated to contact and qualify leads within 30 minutes.
• Tracked the full funnel — impressions to leads, qualification, test drives, bookings, and final conversion — to refine SOPs and optimize dealership processes.

The program established digital as a meaningful sales channel for the dealership network, delivering strong unit economics and operational efficiency.

Allen Solly is a leading casual wear brand in India, originally known for pioneering 'Friday Dressing' when it launched in 1993. With a core audience of men and women aged 22–40, the brand sits at the intersection of workwear and expressive, vibrant casual style.

In 2023, the Cricket World Cup coincided with India's biggest festive period — a high-clutter media environment where every brand was competing for attention. Allen Solly needed to break through with a memorable brand awareness campaign that reinforced its identity while capitalizing on the cultural moment of the World Cup as a media vehicle.

• Brand research showed Allen Solly still had a strong association with 'Friday Dressing' — a differentiating positioning that competitors couldn't claim.
• Modern workwear had become more casual and expressive, making the 'Every Day is Friday' concept both culturally relevant and brand-authentic.
• The Cricket World Cup on Disney Hotstar created a high-reach CTV + mobile opportunity, with India matches drawing peak audiences.
• Spotify offered a unique touchpoint — Allen Solly became only the 2nd Indian brand to execute a Spotify homepage takeover.

• Developed the 'Every Day is Friday' brand film — portraying relatable workday moments infused with offbeat Friday-energy, such as skateboarding to work and workstation yoga.
• Ran 20-second video ads on Disney Hotstar during key Cricket World Cup matches, targeting CTV and mobile audiences with a heavy skew toward India games.
• Used YouTube and Meta as reach drivers with non-skip and video ad formats to build awareness at scale.
• Activated Spotify with audio ads, banner ads, a sponsored playlist, and a homepage takeover.
• Complemented digital with linear TV, OOH, and BTL activations in key festive markets.

The campaign exceeded all awareness goals, making Allen Solly the highest recalled brand in its category for the following 6 months, and ranking in the Top 2 most recalled brands in a Disney Hotstar post-campaign study.

A long-established beauty education institute in the Phoenix area offering in-person training in aesthetics, medical aesthetics, makeup artistry, instructor training, and continuing education. Its positioning is centered on premium, purpose-driven education, hands-on learning, industry certifications, and career-focused training pathways.

The business needed a more scalable and efficient enrollment engine. It also lacked a seamless automated system to move prospects from lead capture through enrollment conversion.

• Lead generation relied heavily on third-party beauty directories, producing inconsistent and lower-quality leads.
• There was no seamless integration between the website and Salesforce, creating manual lead handling and operational inefficiencies.
• The client was not advertising online, leaving high-intent demand across paid search and paid social uncaptured.
• Tour booking and form workflows needed tighter automation to reduce lead-to-enrollment lag.

• Integrated website forms and tour booking widgets directly into Salesforce to automate lead flow and simplify tracking.
• Implemented automated SMS flows to reduce lead-to-enrollment conversion time and improve follow-up speed.
• Launched mid- and bottom-funnel campaigns across Google and Meta, testing and scaling ad groups based on high-volume keyword themes, while using sharper audience targeting and persona-based messaging to drive qualified traffic, leads, and tour bookings.

The client was an elevated cocktail lounge in Houston, just entering the market and needed to ramp up awareness, foot traffic, and reservations quickly.

As a new entrant, the client needed a strong multi-channel launch strategy that would create demand and capture it. The main challenge was to use budgets efficiently to drive a higher volume of visits and reservations to the lounge.

• As a new brand, the client needed to build momentum quickly across multiple channels rather than depend on a single acquisition source.
• The media strategy had to balance awareness-building with efficient lower-funnel conversion.
• Key events and launch moments required coordinated promotional support to maximize traction.
• A connected capture-and-nurture system was essential to turn early interest into repeat engagement.

• Built granular conversion tracking on the website to capture key events and create a stronger optimization framework for paid media.
• Used a keyword seed-and-scale strategy in Google Ads to expand search themes and build coverage across relevant intent clusters.
• Leveraged Meta to promote key events through compelling visuals and strong narrative-led creative, helping drive awareness and consideration around launch and seasonal moments.
• Deployed lower-funnel campaigns focused on email subscriptions to reduce acquisition costs and create an audience that could be re-engaged through email marketing.
• Used automations to enable seamless lead flow from the website into the email marketing platform, creating a more connected demand capture and nurture system.