Divyarani Sishtla

About

What do I love about performance marketing? Messy data. Because messy data has answers. It has patterns, clues and opportunities hidden inside it, and I enjoy being the person who turns that chaos into clarity. I currently manage 8 clients across retail, e-commerce, luxury, non-profit and automotive sectors. In my day-to-day as a PPC Analyst, I work across Google Ads, Microsoft Ads, Meta Ads and SA360, building and scaling campaigns using clean structure, smart bidding and testing. Outside day-to-day execution, I love building systems that make work smarter. I create automated budget trackers using SQL + BigQuery and build performance dashboards in Looker Studio to save time and improve decision-making. When I’m not deep in campaigns or spreadsheets, you’ll probably find me painting, playing badminton or trying (struggling) to learn squash. If you’d like to chat about performance marketing, PPC strategy or just ads in general, let’s connect! In my recent role, I led multi-channel campaigns with £250k+ monthly budgets, delivering a +58% uplift in purchases, a 47% increase in conversions and a 29% decrease in CPA. I also built Looker Studio dashboards and automated budget trackers using SQL/BigQuery to accelerate decision-making. I’m passionate about turning messy data into actionable insights and scalable systems, and I’m always exploring new channels and tools to optimize performance.

Experience

• Paid Media Analyst (Full-time) · Impression Digital, Nottingham, UK09-01-2024 – 11-01-2025

  Launched and optimised paid search and PMax campaigns across Google Ads and Bing Ads, managing monthly budgets of £250,000+ across e-commerce, retail, automotive, and non-profit accounts. Built and scaled shopping and PMax campaigns for a wallpaper e-commerce client, including feed optimisation and asset structuring, driving a +58% uplift in purchases and improved product visibility. Took on a new client and delivered a full turnaround by launching new campaigns and an account strategy resulting in a 47% increase in conversions and 29% decrease in CPA. Carried out daily performance checks, including search term audits, keyword performance reviews, and monitoring shifts in key metrics such as CPC and CVR. Improved Quality Scores to Excellent and increased CTR by 67% through structured keyword research, tighter query-to-ad alignment, and continuous copy optimisations. Improved ROAS by 32% YoY for a retail account by conducting gap analyses to restructure campaigns and by testing bid strategies to align with seasonal trends. Produced weekly and monthly performance reports with actionable recommendations, leveraging Looker Studio dashboards and Google Sheets. Built automated budget trackers using SQL, BigQuery, and Google Sheets, reducing manual reporting time and improving budget accuracy across large-scale accounts.

• Administration Assistant (Part-time) · CAGE Research, University of Warwick, Coventry, UK10-01-2023 – 09-30-2024

  Managed and organised 1500+ research papers, data sets, and other materials on the CAGE website and ResearchFish platform. Created biannual insight reports (2021-2023) analysing website & social media metrics (reach, engagement, downloads) to identify user behaviour & market trends. Collaborated with the graphic design team to conceptualise and issue the biannual magazine that received 8000+ downloads. Increased website traffic by 62.5% through targeted marketing campaigns using Mailchimp; optimized email content and design, including A/B tests for higher opens. Assisted in managing global academic event budgets, achieving a 7.3% cost reduction. Maintained publishing workflows and information accuracy in collaboration with researchers and administrative teams.

• Business Strategist, HR Dept (Part-Time) · Sii Technologies, Solihull, UK06-01-2023 – 11-01-2023

  Evaluated 7 HR solutions, selecting the best fit to streamline recruitment & manage growth; secured a 25% discount and 1-month cooling-off period. Created reports and analysed HR software performance, identifying a 10-day reduction in hiring process time. Suggested strategies to enhance hiring efficiency by advising partnerships with foreign consultancies for candidate recruitment. Assisted in managing LinkedIn Ads campaigns and performed A/B testing by adjusting bid strategies and optimising audience targeting.

• Business Analyst, Paid Social Dept (Internship) · Dentsu Pune, India01-01-2022 – 05-01-2022

  Managed Meta lead generation campaigns for 150+ Maruti Suzuki dealers across South India, focusing on test-drive enquiries and showroom walk-ins. Launched campaigns around peak sale periods and new model pushes, driving a notable uplift in leads. Conducted creative A/B tests on formats, CTAs and messaging tailored to urban vs semi-urban audiences, reducing CPL by ~11% across priority dealers. Analyzed funnel metrics in Meta Ads Manager to identify drop-offs, leading to improvements in form completion rate. Collaborated with in-house designers to brief new ad variations and worked with internal teams on weekly reporting to highlight trends and next steps for Maruti Suzuki's marketing leadership.

Education

• University of Warwick - Warwick Business SchoolMaster of Science - MS, Management
• SDA BocconiLuxury Industries and Brand Management Executive MiM Module (1-week program)
• SRM IST ChennaiB.tech, Computer Science

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