Performance advertising
Meta Ads, Google Search, Display, Performance Max, campaign structures, retargeting, audience segmentation and budget optimisation.
PERFORMANCE MARKETING · PAID MEDIA · GROWTH
Turning marketing spend into measurable growth.
I’m Thomas Roy, a performance marketing specialist with 5+ years of experience across paid media, lead generation, ecommerce marketing and SEO in India, the GCC and Africa.
ABOUT ME
Performance marketing with a practical, data-led approach.
I plan and optimise paid campaigns with a focus on business goals, audience intent, creative testing and clear measurement. My experience spans B2B lead generation for automotive equipment, ecommerce marketing for fashion, SEO and multi-channel digital campaigns.
I work across campaign planning, budget allocation, ad creative, tracking, landing-page and product content improvements, reporting and ongoing optimisation.
CORE SKILLS
The tools and disciplines behind the work.
Measurement & analytics
GA4, Google Tag Manager, Meta Pixel, conversion tracking, campaign reporting, CPC, CPL and ROAS analysis.
SEO & website growth
Technical SEO, keyword research, on-page optimisation, metadata, Search Console, WordPress, Shopify and WooCommerce.
Creative & ecommerce
Ad copy, campaign creatives, posters, promotional videos, Reels, Shorts, product content, Amazon and Flipkart Seller Central.
EXPERIENCE
Building and improving digital campaigns across industries.
Nov 2025 – Present
Digital Marketing Specialist Mustard Fashion
Support ecommerce and omnichannel marketing, paid campaigns, SEO, product content, creative production, website optimisation and performance reporting for a women's fashion brand.
May 2025 – Sep 2025
Digital Marketing Specialist DaTo Tech
Managed Meta Ads and Google Ads activity for automotive equipment and lubricants across GCC and African markets, including lead-generation campaigns, audience targeting, creative development and Shopify product SEO.
Jun 2023 – Jan 2025
Digital Marketing Specialist Grow Rich India
Worked on paid campaigns, lead generation, social media engagement, SEO, keyword research and digital performance analysis.
Mar 2022 – May 2023
Digital Marketing Executive Healing Earth Ayurveda Hospital
Supported social strategy, SEO, paid advertising, blogs, newsletters and website traffic improvement.
Jul 2021 – Jan 2022
Digital Marketing Executive Vibe Prism
Digital Marketing Agency — Managed digital marketing activities for multiple clients, including website content, on-page SEO, and email marketing campaigns.
Feb 2021 – Jun 2021
Digital Marketing Intern Techshe
Digital Marketing Agency — Supported multiple client accounts through social media activities, content preparation, and competitor research.
SELECTED CASE STUDIES
Campaign experience, context and results.
Results are presented with their reporting period and context; platform attribution and spend records can differ.
B2B LEAD GENERATION · GCC & AFRICA
DaTo Tech
Automotive equipment and DaTo Lube lubricants
Campaigns across Meta Ads and Google Ads for two-post lifts, parking lifts, air piston compressors and related products. Responsibilities included budget allocation, audience targeting, optimisation, creative production and Shopify SEO.
₹10 lakhReported monthly managed budget
3,500Reported leads per month
AED 5Reported cost per lead
5.5x–7.5xReported later-period ROAS range
Earlier ROAS was reported as 2.5x. The separate 60% improvement figure is omitted because it does not reconcile with the reported change to 5.5x–7.5x.
ECOMMERCE · DEC 2025 – MAY 2026
Mustard Fashion
Women's fashion ecommerce and omnichannel marketing
Worked across paid media, SEO, product content and ecommerce performance. The six-month business report provides the overall results below; these figures describe the reported period and are not presented as results caused by a single channel.
₹40.60LWebsite sales
1,225Website orders
₹2,846Average order value
8.6Average search position in May
Across the period, website sales were +3% year over year, net sales −1%, orders −8%, and average order value +8%. Search Console average position improved from 11.0 in December to 8.6 in May; CTR improved from 1.60% to 2.23%. The Google Ads export and manual spend records differ, so combined paid-media spend is not stated.
+40%Lead generation — Grow Rich India
+30%Social engagement — Grow Rich India
+25%Organic traffic — Healing Earth Ayurveda Hospital
−20%Cost per click — Healing Earth Ayurveda Hospital
Achievement figures reflect the results recorded for the respective roles. The +50% online-sales achievement from integrated digital campaigns is not assigned to a specific employer here.
LET'S CONNECT
Have a growth challenge to solve?
I’m open to performance marketing opportunities and conversations about paid media, lead generation and ecommerce growth.