Trusted by Teams at
Leading Brands
How Growth Decisions
Are Actually Made
Growth Starts with Economics, Not Channels
Growth is not about adding more channels or activity.
It starts with understanding unit economics, margins, payback periods, and scalability.
If the numbers don’t work, no amount of marketing fixes it.
Consistency Beats Aggression
Short-term spikes look good on reports but break systems.
Sustainable growth comes from stable acquisition, predictable performance, and repeatable decisions.
Scaling only happens after stability is proven.
Accountability Drives Better Decisions
When outcomes are owned end-to-end, decisions get sharper.
There is less noise, fewer vanity metrics, and more focus on what actually moves the business forward.
Clear ownership leads to better judgment.
Beyond Ads: We Take
Responsibility for
Performance
Running ads is execution. Building a system that consistently delivers results is responsibility.
This work goes beyond launching campaigns or optimising settings. It means taking ownership of the factors that actually determine performance.
What “Beyond Ads” Means in Practice
Economics before scale
Growth decisions are grounded in unit economics, margins, and payback periods. Scale only makes sense when the business model supports it.
Conversion and experience ownership
Performance does not stop at clicks. Landing pages, messaging, and user flow are part of the outcome, not someone else’s problem.
Measurement as foundation
Decisions are only as good as the data behind them. Tracking, attribution, and measurement are treated as foundations, not afterthoughts.
Judgment-based scaling
Not every dip needs panic and not every spike deserves scale. Knowing when to push, pause, or rethink is part of the responsibility
How We Choose
to Work
The way work is structured determines the quality of outcomes. These are the standards followed across engagements.
Continuity of thinking
The same level of thinking that shapes the engagement at the start remains involved as work progresses. Decisions are not diluted over time.
Clear ownership
Responsibility for outcomes is defined upfront and stays consistent. This avoids ambiguity in decision-making and execution.
Business context first
Every business operates with different constraints, priorities, and economics. Decisions are made in context, not by applying fixed frameworks.
Depth over volume
Engagements are kept focused to maintain quality, attention, and judgment. Scale is deliberate, not reactive.
Open, practical communication
Progress, trade-offs, and next steps are discussed clearly. Communication is designed to support decisions, not just reporting.
Multiple Teams vs One
Accountable Growth Partner
Building a marketing function can take different forms. The right choice depends on how ownership, decisions, and outcomes are managed.
Multiple Teams Model
Ownership
Responsibility is spread across roles, vendors, and functions. Decisions often require coordination and alignment across teams.
Cost Structure
Fixed costs increase with hiring and expansion. Efficiency improves slowly as the team gains experience.
Learning Speed
Insights are shaped by exposure to a single business context. Learnings compound over time but within a limited scope.
Decision-Making
Decisions involve multiple stakeholders, which can slow execution but provide internal alignment.
One Accountable Growth Partner
Ownership
Responsibility for outcomes is clearly defined. Decisions and execution are closely linked.
Cost Structure
Costs remain flexible and aligned with stage and scale. Focus stays on efficiency and return.
Learning Speed
Decisions benefit from patterns observed across different businesses and growth stages.
Decision-Making
Fewer dependencies allow for faster iteration and clearer judgment.
Performance Marketing (Ads)
Responsible for turning paid spend into measurable business results through disciplined execution and clear decision-making.
Platforms worked on:
Conversion Rate Optimisation
Focused on improving how traffic converts by refining landing pages, messaging, and user flow.
Areas covered:
Landing Page
Messaging
Conversion Flow
Search Engine Optimisation (SEO)
Built to support long-term growth by aligning organic visibility with real demand and business priorities.
Focus areas:
Search Intent
Content Structure
Technical Foundations
What This Looks Like in Practice
“Shitanshu is a highly skilled Performance Marketer. During our time together at Outplay, Shitanshu consistently delivered impressive results, thanks to his deep understanding of data analysis, ad creative, and audience targeting. I was particularly impressed with Shitanshu ability to deliver on lead requirements from paid campaigns while keeping costs low.”
Understand the Business
Start with the business, not the channels. Goals, revenue mechanics, and constraints come before tactics or scale.
Set the Foundation
Tracking, measurement, and unit economics are put in place so decisions are based on reliable data.
Execute with Focus
Work is focused on the few actions that matter most. No scattered activity or unnecessary experiments.
Review What’s Working
Results are reviewed against outcomes, not effort.
Scale Carefully
Scale is applied only when performance is stable.
Strategic Turnaround
at Outplay
Problem:
The business was getting many leads, but most weren’t turning into sales. There were too many unqualified leads.
Solution snapshots:
- Right Search Terms: Fine-tuned targeting with high-intent keywords.
- Implemented a step-by-step strategy to help customers from interest to purchase.
- Data-Driven Decisions: Focused on key goals and numbers to make improvements.
- Efficient Advertising: Invested in ads that worked, improving customer acquisition.
E-learning Elevated:
Clicks to Profit
Problem:
The business had strong online visibility and website traffic, yet struggled to convert ad viewers into paying customers.
Solution snapshots:
- Ads Improvement: Enhanced ad performance across channels for better engagement.
- Clearer Messaging: Refined business messaging to communicate value more effectively.
- Brand Building: Strengthened brand identity to stand out in the e-learning market.
- Quality Traffic: Optimized ads to attract more interested and relevant visitors.
- Hyper-Targeted Ads: Used precise targeting on Google and Facebook to reach ideal customers.
Systems That Keep Performance Accountable
Good outcomes come from clear visibility and disciplined review, not from more tools.
How Performance Is Tracked
Performance is tracked against business outcomes, not surface metrics. Data is set up to reflect what actually matters so progress can be measured with confidence.
How Decisions Are Reviewed
Results are reviewed regularly against goals and expectations. The focus stays on what to continue, what to adjust, and what to stop.
How Accountability Is Maintained
Ownership is clear from the start. Decisions, actions, and outcomes are tied together so there is no ambiguity about responsibility.
Who You’ll Work With
Work is handled by a small, focused team with clear responsibility. There are no layers or hand-offs that dilute decision-making.
Shitanshu Kumar
Founder · Performance Marketing LeadShitanshu Kumar
Founder · Performance Marketing LeadOwns overall strategy, paid acquisition decisions, and performance direction. Involved from planning through execution to ensure outcomes stay aligned with business goals.
Shikhar Chawla
Landing Pages & ConversionShikhar Chawla
Landing Pages & ConversionFocuses on landing page structure, messaging clarity, and conversion flow to ensure traffic turns into meaningful results.
Pritesh Mishra
Sr. SEO ManagerPritesh Mishra
Sr. SEO ManagerFocuses on landing page structure, messaging clarity, and conversion flow to ensure traffic turns into meaningful results.
