Growth Partner · D2C & FMCG Brands · India

Your brand should be
scaling. Not just
burning budget.

I'm Rakshit — ex-Brand Manager, ex-GroupM, ex-Dentsu. I help D2C and FMCG founders grow revenue through performance marketing that's built around one number: profit. Not impressions. Not CTR. Profit.

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Industries I've scaled brands in

D2C FMCG Consumer Tech Automotive Wellness Food & Beverage

Rakshit Tiwari — Freelance Performance Marketer India

₹50Cr+ Ad Spend Managed

3.2x Avg ROAS Lift

8+ yrs Experience

About

Not a consultant.
A growth operator.

I don't manage campaigns. I fix growth engines. There's a difference — and most agencies will never explain it, because they profit from you not knowing.

After years inside GroupM and Dentsu running ₹30Cr+ in media spend for global brands, I moved to the brand side. I owned marketing, GTM, and product end-to-end. That gave me something most performance marketers lack: the founder's P&L perspective.

I know what a bad quarter looks like from inside a business. I know how to stop the bleed and rebuild from the bottom up. Today I work directly with D2C and FMCG founders — no layers, no account managers, no decks full of vanity metrics. Just sharp thinking and execution that moves revenue.

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Brand Manager — FMCG Brand Owned marketing, GTM & product. Grew the brand 2x in 18 months through performance + funnel work.

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GroupM — ₹30Cr+ Media Managed Multi-category paid media at scale: FMCG, automotive, consumer electronics, sportswear.

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Dentsu — Integrated Performance Built early expertise in audience targeting, campaign analytics, and full-funnel media planning.

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Full-funnel ownership Awareness to revenue — I touch ads, creative, landing pages, and retention. No gaps, no handoffs.

👁 Awareness Top of Funnel

🎯 Interest & Consideration Mid Funnel

📄 Landing Page CRO Layer

🛒 Purchase Intent Bottom Funnel

💰 Revenue Profit

My Approach

I engineer the entire funnel.

Most marketers optimise one layer and declare victory. I look at the whole system — every click, every page, every drop-off point. If money is leaking somewhere between your ad and your checkout, I'll find it and close it.

Most D2C brands bleed margin at the middle two stages. That's usually where I start.

Audit My Funnel

Services

Three levers.
One outcome: growth.

Every engagement is scoped around a revenue goal — not hours logged, reports filed, or slides delivered.

Scale Paid Media Profitably

Scaling spend before fixing efficiency is how brands burn cash. I flip it — lock in profitable unit economics first, then open the tap. As a Meta Ads expert India, I build acquisition systems across Meta and Google that hold their ROAS as budgets double, triple, and beyond.

What changes for you

CAC drops as spend scales — not the other way around
Campaign architecture that survives 10x budget increases without breaking
Weekly reporting tied to revenue and payback period, not reach or CTR

Creative That Converts

Your ad dies in the first 2 seconds if the hook doesn't land. I build creative strategies — hooks, concepts, briefs, and direct-response copy — that earn attention and pull people to purchase. Informed by years managing creative at global FMCG scale and refined through lean D2C testing cycles.

What changes for you

Hooks that stop the scroll, lower CPM, and lift CTR meaningfully
Winning creative angles identified in weeks — not quarters
Copy matched to funnel stage: cold acquisition, warm retargeting, reactivation

Turn Traffic Into Revenue

You're paying for every click that bounces. Most founders assume it's a traffic problem. It's almost never the traffic. As a conversion rate optimization expert India, I audit the full funnel — ads to checkout — find where money is leaking, and fix it before you spend another rupee on acquisition.

What changes for you

Full funnel audit: ads, landing page, and checkout mapped together
Structural and copy changes that move CVR — not marginal tweaks
A/B testing system so every sprint compounds the one before it

Why Me

You hire me.
You get me.

No account managers. No juniors. Me.

Strategy, creative direction, campaign execution, and reporting — I handle everything. You always talk to the person responsible for results.

I optimise for profit — not spend

Agencies grow revenue by growing your budget. I grow revenue by fixing what's broken first. CAC, ROAS, and payback period are the numbers I live in — not impressions or brand recall.

I've sat on your side of the table

As Brand Manager, I was the client. I know what agencies hide, what founders actually need to hear, and how to make decisions that protect margins — not just media billings.

Embedded, not transactional

I work like a co-founder — inside your metrics, your problem space, and your weekly priorities. Not a vendor on a monthly retainer waiting for briefs.

A full team — without the agency price tag

Behind every engagement is a tight team of designers, media buyers, and copy specialists. Enterprise execution. Startup speed. No fluff in the middle.

"Agencies sell decks. I deliver outcomes. The difference is I've run the brand — I know what a founder actually needs from a growth partner, and it has nothing to do with reach or brand awareness scores."

— Rakshit Tiwari · Growth Partner · D2C & FMCG

How I Work

A system, not a service.
Four steps. Zero fluff.

Deep Audit

I dissect your current campaigns, funnel, creative, and landing pages. I find every leak before touching a single rupee of budget.

Diagnose & Prioritise

A clear revenue-tied action plan. What to kill immediately, what to fix this week, what to scale next month. Ranked by impact — not effort.

Build & Execute

My team and I move fast — campaigns, creative, and landing pages built around the brief, launched on schedule, with zero handoff friction.

Scale What Works

Winners get more budget, ruthlessly. Losers get cut, immediately. Margins are protected at every step as we grow — not an afterthought.

Experience

Network rigour.
Brand ownership.
Then independence.

Each phase of my career built a layer the next one needed. The result: a marketer who can think like a strategist, execute like an operator, and make decisions like a founder.

2022 – Present

Growth Partner — D2C & FMCG Brands

Independent · Remote · India

Working directly with founders and growth teams as a freelance performance marketer India — owning paid media, creative strategy, and conversion optimisation. Not managing campaigns. Building growth infrastructure that compounds.

2020 – 2022

Brand Manager

FMCG Brand · Full-time

End-to-end ownership of marketing, GTM, and product launch execution. Built and ran the full acquisition funnel. Grew the brand 2x in 18 months through performance marketing and conversion funnel optimisation.

2017 – 2020

Performance Marketing Manager

GroupM

Managed ₹30Cr+ in annual digital spend across FMCG, automotive, sportswear, and consumer electronics. Led paid social, programmatic, and search campaigns across multi-brand portfolios with cross-functional teams in media, creative, and analytics.

2015 – 2017

Digital Media Executive

Dentsu

Planned and executed integrated digital campaigns for national FMCG and consumer wellness brands. Built foundational expertise in audience architecture, performance media, and data-led campaign optimisation.

By the Numbers

Numbers don't lie.
Activity does.

₹50Cr+

In digital ad spend managed across Meta, Google, and programmatic — spanning GroupM, Dentsu, and independent client work.

3.2x

Average ROAS improvement for D2C clients within the first 90 days — through campaign restructuring, creative iteration, and funnel fixes.

41%

Average reduction in CAC delivered to ecommerce clients — without reducing spend. Fixed what was leaking, then scaled what was working.

Revenue growth driven at an FMCG brand in 18 months — through GTM execution, paid acquisition strategy, and end-to-end funnel ownership.

₹94

Cost-per-install achieved for a consumer app client (down from ₹180) through audience architecture overhaul and quality-focused bidding strategy.

8+ yrs

Across global media networks, brand-side management, and D2C growth consulting. The full picture — not just one slice of the funnel.

Skills

The full stack.
No gaps.

Performance Marketing

Meta Ads Google Ads App Install Campaigns Retargeting Programmatic YouTube Ads Shopping Ads

Creative & Copy

Ad Copywriting Hook Writing Creative Briefs UGC Direction Video Scripts Direct Response

CRO & Funnel

Landing Page CRO A/B Testing Funnel Mapping Heatmaps Checkout Optimization Email Flows

Analytics & Tools

GA4 Meta Business Suite Hotjar Klaviyo Shopify Looker Studio Triple Whale

Case Studies

Real work.
Real numbers.

No brand names. No vague claims. Just what the problem was, what I did, and what changed.

D2C Skincare · Meta Ads

"We're spending ₹8L/month on Meta and our CAC keeps climbing. We can't scale."

41% drop in CAC in 60 days

2.8x ROAS (was 1.4x at entry)

3× budget scaled profitably

What I did

Rebuilt audience architecture from scratch. Killed 11 underperforming ad sets. Launched 3 new creative angles based on customer review mining. Restructured campaign hierarchy for budget efficiency.

FMCG Brand · Full Funnel

"Our landing page converts at 1.2%. We're driving good traffic but nothing sticks."

3.9% CVR after 6-week CRO sprint

₹18L additional monthly revenue

22% lower cost-per-lead

What I did

Full landing page audit with heatmap and session recording analysis. Rewrote headline, hero copy, and CTA hierarchy. Removed 4 friction points in the form flow. Ran 3 structured A/B tests over 6 weeks.

Consumer App · App Install Campaigns

"Our cost-per-install is ₹180 and day-7 retention is terrible. Investors are asking questions."

₹94 CPI (down from ₹180)

2.5× more installs, same budget

+31% day-7 retention improvement

What I did

Audience segmentation overhaul to target high-retention user profiles. New creative concepts focused on in-app value, not just downloads. Restructured bidding strategy from volume to quality. Tightened the onboarding funnel hand-off.

Testimonials

Founders talk.
Here's what they say.

We'd been spending ₹8L/month on Meta with a 1.4x ROAS. Within 60 days, Rakshit brought it to 2.8x and dropped CAC by 41%. He didn't just run our ads — he rebuilt the whole acquisition system. I genuinely couldn't tell if he was an employee or a founder.

Arjun M.

Founder, D2C Skincare Brand

Two agencies before Rakshit. Both gave us dashboards full of metrics that had nothing to do with revenue. He came in, audited everything in a week, and gave us a plan that actually traced to numbers that matter. App installs scaled 2.5x. CPI halved. Retention improved. That's it.

Priya S.

Growth Lead, Consumer Tech Startup

The landing page audit alone generated more revenue than 6 months of agency fees. He found three structural problems in 48 hours that our previous team missed for a year. CVR went from 1.4% to 3.8%. If you're serious about growth, there's no reason to talk to anyone else first.

Rahul K.

CEO, FMCG Challenger Brand

Taking on 2 new clients · Q2 2026

If you're serious about
scaling — let's talk.

I take on 3–4 clients per quarter. Not because of capacity constraints — because fewer clients means I go deeper, move faster, and deliver results that actually matter. If your brand is spending on paid media and not seeing the returns you need, that's exactly the conversation I want to have. No pitch decks. No discovery calls that go nowhere. Just a direct conversation about your growth problem and whether I can fix it.

Get a Free Audit → Schedule a Call

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merakshittiwari@gmail.com

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+91 88609 92916