BIBEK
BHATTA
CHARJEE

• Lifecycle & Growth Ownership (Customer.io): Own the full customer lifecycle for a marketplace business on Customer.io, from first booking through onboarding, retention and repeat behavior, growing monthly gross profit from $50K to $320K+ (6.4×) in 8 months while also owning paid acquisition and the team behind both.
• Email and Lifecycle: Own lifecycle marketing end to end, building segmentation logic and behavioral trigger flows, campaigns, events and broadcasts in Customer.io covering welcome, nurture, retention and winback.
• Automation Architecture: Built the segmentation logic and n8n automation layer that connects real-time customer behavior to Customer.io, using WhatsApp and email as activation channels instead of static lists that had to be updated by hand. This made lifecycle messaging more relevant and was a big part of why gross profit grew 6.4×.
• Offline Conversion Tracking: Built a CRM-driven offline conversion process since most high-value bookings close over WhatsApp, phone or custom quotes. Reconciled actual booking revenue and repeat-booking potential against platform-reported conversions to see which channels were genuinely incremental, then used that data instead of platform metrics to guide budget and bidding across Meta, Google and TikTok.
• Growth Strategy & P&L Reporting: Own end-to-end growth strategy, with P&L reporting to founders on channel mix, budget trade-offs and growth roadmap decisions across the full marketplace.
• CRM Structure: Own CRM structure and lifecycle strategy across every Getthatboat market (UAE, Italy and Monaco), from customer-data architecture and segmentation to journey orchestration and campaign execution.
• Measurement Framework: Track repeat booking rate, CLV, churn and revenue per channel next to P&L, and turn the findings into audience, channel and investment recommendations for the founders.
• Consent and Permissions: Apply GDPR-informed consent, permission and suppression rules to customer communications across the UAE, Italy and Monaco.
• Cross-sell: Built journeys promoting charter add-ons such as jet skis and BBQ packages.
• Team Standards: Wrote AI usage guidelines, trained the team on shared AI workflows and measured the efficiency gain.
• European Market Expansion: Lead the company's expansion across Italy, Monaco, Spain and Malta with Italy and Monaco already launched and Spain and Malta currently underway. Own market-entry strategy, localization, channel planning, customer acquisition and performance benchmarking across each market.
• VVIP and VIP Subscriber Growth: Manage the acquisition, onboarding, engagement, retention and repeat-booking strategy for VVIP and VIP subscribers, developing personalized lifecycle journeys and high-touch experiences for the company's highest-value customers.
• Team Leadership: Built, hired and lead a 7-member cross-functional growth and lifecycle team across marketing and operations, reporting strategy and performance directly to founders.
• International Strategy: Set multi-market channel and creative strategy across GCC and international segments, owning localization, budget allocation and performance benchmarking by region.
• GTM & Cross-Functional Partnership: Partnered with engineering to align tracking and attribution infrastructure with acquisition goals. Collaborated with operations on inventory availability before scaling demand-generation spend.

• Gross Profit Growth & Full-Funnel Ownership: Grew monthly gross profit from $50K to over $320K in 8 months by owning the entire growth function: paid acquisition, lifecycle email, AI automation, supply-side onboarding and marketplace expansion working as one coordinated system.
• Email & Lifecycle: Built lifecycle email flows covering welcome, nurture, retention and winback sequences, driving repeat revenue and improving customer retention through segmentation and behavioral triggers.
• GCC Creative Strategy & Localization: Developed bilingual Arabic/English campaign concepts with market-specific messaging, achieving 18% CTR improvement and 21.85% CPA reduction through systematic creative refinement and audience targeting.
• Paid Media Execution $62K+/mo Paid Media Budget (Meta, Google Ads, TikTok): Managed a $62K+/month paid media budget across Meta, Google Ads and TikTok this is the paid media budget specifically, separate from the total marketing budget. Built campaign structures from scratch targeting GCC and international audiences. Segmented ad sets by audience intent (leisure vs corporate charters), built separate creative variations per placement and allocated budgets per channel based on weekly CPM and ROAS performance data.
• AI & Automation: Built and deployed a GenAI voice calling agent into the conversion funnel, replacing manual first-response calls. Bookings rose 30% in its launch month as part of the wider growth program I ran across performance marketing, content and lifecycle. It was one of several AI-driven automations designed to reduce manual ops load while scaling.
• Market Expansion (Supply Side): Personally onboarded 15+ global charter companies and 80+ yachts by building pitch decks, handling contracts and coordinating between operations and development to get listings live.
• Influencer Partnerships: Built and led influencer marketing partnerships with UAE's top lifestyle influencers, integrating creator content into the marketplace's acquisition and brand strategy.

Bepro was a $150K annual-revenue consumer-electronics brand when I joined. By the time I left it was a $3.2M+ annual-revenue business selling through DTC, B2B distribution, 60+ retail-partner stores and 40+ resellers. I led growth across the whole customer journey. That covered paid acquisition on Meta, Google and Amazon with my performance team, lifecycle on Klaviyo and WhatsApp and the BeproPoints loyalty program.

• Email & Lifecycle System (Klaviyo): Built and owned the lifecycle email system at Bepro on Klaviyo, covering welcome, post-purchase, abandoned cart, retention and winback flows, using behavioral segmentation to personalize messaging based on where a customer sat in the funnel.
• Loyalty Program (BeproPoints): Owned BeproPoints from strategy to execution, including points communications and redemption journeys. Members had a 28% repeat-purchase rate, 18% higher than non-members, with 24% points redemption. Member repeat purchase rose 15% over six months and active members reached a 22% 90-day repeat-purchase rate.
• Connected Customer Data: Connected online and offline customer data across DTC, 60+ retail-partner stores and 40+ resellers, then used it for segmentation, lifecycle journeys and campaign targeting.
• Budget Scaling & Attribution (20× Growth: $2K to $40K+/month, $24K to $480K+/year): Audited the existing account, killed underperforming campaigns and rebuilt the full funnel from scratch using attribution and incrementality modeling to guide where budget moved. TOF used broad and interest-based audiences, MOF targeted engagement and video-view warm audiences, BOF focused on cart abandoners and past purchasers with retargeting. Scaled budget by 20-30% only when ROAS held consistently for 7+ days, taking annualised spend from roughly $24K to over $480K while holding a blended 5.5×–7.8× ROAS.
• Value-Based Bidding: Moved core Shopping and Search campaigns to Maximize Conversion Value and tested Target ROAS in Google Ads using order revenue as the value signal, and used Meta value optimization on purchase campaigns to prioritize higher basket values and repeat buyers. For the B2B distributor arm, used offline conversions instead, tracking leads through to distributor sign-up and order value in the CRM to decide budget shifts across LinkedIn, Meta and Google.
• Budget Ownership: Owned monthly media budget allocation across channels based on incremental ROAS data, balancing spend efficiency against scale targets.
• Performance Diagnosis: Diagnosed underperforming campaigns across creative, audience targeting and funnel stage, identifying root causes such as creative fatigue and audience saturation and resolving them through testing and reallocation.
• Creative Testing Framework: Built a structured weekly creative testing system. Each week introduced 3-5 new concepts across different hooks, formats (static, video, carousel) and copy angles. Tracked thumb-stop rate, hook rate, CTR and ROAS per creative in a shared tracker. Identified winning patterns before pushing spend behind them. This process improved CTR by 16% and team ROAS by 15%.
• Full-Funnel DTC Revenue Doubling: Optimized every stage of the funnel. Acquisition: audience segmentation, lookalike stacking, creative rotation by product lifecycle stage. Conversion: landing page alignment with ad messaging, checkout flow improvements. Retention: post-purchase email sequences, SMS win-backs and repeat purchase triggers. Result: doubled ad-driven DTC revenue year-over-year.
• CAC Reduction (23.15%): Ran a full audience audit, mapped overlapping ad sets, built exclusion lists to prevent audience cannibalisation and tightened bid strategies (switched from highest-volume to cost cap on proven audiences). Removed bottom 20% of spend monthly based on ROAS data. CAC dropped 23.15% without impacting conversion volume.
• Reporting & Analytics: Built a Looker Studio dashboard consolidating GA4, GTM and Amazon data, giving stakeholders a single view of channel performance and ROAS.
• Abandoned Cart Recovery ($12K/month at 3.2x ROAS): Built multi-channel recovery flows using WhatsApp Business API, email and SMS. Segmented by cart value, product category and time-since-abandon. First WhatsApp touchpoint within 1 hour, email follow-up at 24 hours, SMS reminder at 48 hours with an incentive. Held steady month over month once triggers replaced the blanket weekly send.
• GTM & Cross-Functional Execution: Worked directly with product, creative and operations teams to align paid media with product launches, inventory cycles and customer feedback loops. Partnered with the creative team on brief development not just approving assets but co-writing hooks, defining visual direction and setting success metrics upfront. Collaborated with ops on inventory availability before scaling spend on specific SKUs to prevent CAC spikes from stockout-driven conversion drops.
• Multi-Channel Scaling (Amazon Seller Central, 4.2x ROAS): Ran Amazon Seller Central (Sponsored Products, Sponsored Brands and Sponsored Display) alongside Meta and Google, with individual channel ROAS ranging from 3.8× on the weakest channel up to a 12.19× peak on the strongest, holding a 5.5×–7.8× blended average overall. Restructured keyword targeting by match type, ran weekly search term reports to mine converting keywords and cut wasted spend. Handled A+ content, inventory coordination and fulfilllment support alongside campaign management.
• Team Leadership (15% ROAS growth): Led a 6-person performance marketing team, directing campaign execution, A/B testing, budget allocation and creative production. Introduced formal sprint planning, standups and retrospectives to improve team workflow. Team-managed ROAS increased 15% over 12 months.
• Influencer & UGC Collaborations: Ran influencer and UGC creator collaborations, including affiliate-style partnerships, to diversify the acquisition and creative pipeline beyond paid media.

• Lifecycle Journey Design (Braze): Mapped two separate customer paths, one for research clients (Lead, Qualified, Meeting, Proposal, Contract, Research Project, Delivery, Repeat Project, Long-term Client) and one for the training side (Student Lead, Application, Enrollment, Training, Project/Internship, Assessment, Certificate, Alumni, Career/Advanced Training), tracking where people dropped off at each step and building follow-up for those specific gaps. Kept HubSpot lifecycle stages aligned to these journeys so sales and marketing worked off the same definition of "qualified."
• HubSpot CRM & Pipeline Design: Configured HubSpot to reflect both buyer journeys end to end, with custom deal stages, lifecycle stages and properties mirroring the research and training paths above. Used the CRM to track stage progression, flag drop-offs and trigger sales follow-up tasks automatically instead of manually chasing status updates.
• Lead Scoring & Sales Handoff: Built lead-scoring rules in HubSpot based on source, job title, engagement and form responses, with automated lead assignment and task creation for SDRs. Replaced a flat, unranked lead list with a prioritized queue, cutting the time between a lead coming in and a rep picking it up.
• B2B Lead Generation (3.8× ROAS): Ran targeted B2B campaigns across LinkedIn, Meta and Google Ads managing ~$10K/month, roughly $160K total over the 16-month engagement. Used LinkedIn Lead Gen Forms for form-fill leads, Meta for retargeting website visitors and Google Search for high-intent keyword queries. Achieved 3.8× ROAS through structured audience testing and weekly bid adjustments.
• Conversion Rate Optimization (30% CVR lift): Built and tested conversion-focused landing pages on Wix, improving CVR by 30% through structured A/B tests across copy, layout and CTA. Identified drop-off points using GA4 funnel reports and Microsoft Clarity heatmaps, built separate page variants per traffic source (LinkedIn vs Google), tested form length, social proof elements and headline angles.
• Lead Quality Improvement (40%): Sales team flagged low lead quality from initial campaigns. Rebuilt audience targeting: excluded irrelevant job titles on LinkedIn, added income and education filters on Meta, tightened keyword match types on Google and added qualifying questions to lead forms. Lead-to-qualified-call rate improved by 40%.
• Analytics & Channel Budget Reallocation: Built GA4 and GTM tracking with full attribution across all channels and synced key conversion events into HubSpot so sales could see attribution against the same deals they were working. Data showed LinkedIn delivered better lead quality despite higher CPL. Shifted 30% of budget from Meta to LinkedIn based on this insight, improving overall campaign ROAS quarter over quarter (based on offline conversions: leads tracked through to qualified call and deal value in HubSpot rather than platform-reported form fills). Tested creatives across both platforms, improving click rates by 15% and reducing CPC by 20%.
• Stakeholder Management: Managed relationships with university partners and training institute founders. Built co-branded campaign assets, aligned messaging with enrollment calendars and delivered monthly performance reviews.

• Multi-Client Portfolio Management (15+ Brands): Managed 15+ DTC eCommerce brands and multiple Amazon seller accounts across fashion, luxury, retail and F&B simultaneously. Each client had a separate campaign structure, creative brief, budget tracker and weekly performance report. Ran Meta, Google Ads, TikTok and LinkedIn in parallel across all accounts.
• US Fashion/Retail Scale-Up ($20K to $25K/month per client, 3.5x ROI, $120K+ in 3 months): Managed paid media budgets of $20K to $25K per client across 15+ simultaneous DTC brand accounts, representing roughly $300K to $375K in aggregate monthly portfolio spend. Grew revenue from $15K to $120K+ in 3 months at 3.5x ROI for a US fashion brand by building SKU-level ad sets, adding UGC creative and layering lookalikes on purchaser lists.
• Value-Based Bidding & Video: For mature ecommerce accounts, moved campaigns to value-based bid strategies Maximize Conversion Value and Target ROAS in Google Ads, value optimization in Meta using purchase revenue as the value signal, with CRM-based offline conversion reconciliation for phone and WhatsApp orders early in engagements. Ran YouTube in-stream and in-feed campaigns through Google Ads for brand awareness, remarketing and direct sales.
• App Install Campaigns: Ran app install campaigns for a DTC brand's mobile app on Meta App Ads and Google App Campaigns, reducing CPI by 14.35% from campaign launch.
• GCC Market Localization (15.75% CPA reduction): Built separate ad sets per language with culturally localized creatives. Different imagery, value propositions and offers for Arabic vs English audiences. Tested Arabic-first vs bilingual copy variants. Reduced CPA by 15.75% through localized creative strategy and market-specific audience targeting.
• Amazon Multi-Account Management: Handled keyword research, listing optimization, A+ content creation, pricing strategy, inventory monitoring and fulfilllment support alongside paid Sponsored Products, Brands and Display campaigns across multiple seller accounts.
• Client Reporting Systems: Built reporting systems across Google Analytics, GTM and Amazon dashboards tracking full attribution from first click to repeat purchase. Delivered weekly performance summaries and monthly strategic reviews per client.

• App Install Campaigns: Ran app install campaigns for a US-based activity and step tracker app on Google App Campaigns and Meta App Ads, managing CPI in the $0.48 to $0.98 range on Google (spiking to $1.70 to $2.10 during high-competition periods) and $1.70 to $2.35 on Meta.
• Paid Media (Meta, Google Ads & YouTube): Managed Meta and Google Ads campaigns for US eCommerce brands on Shopify across fashion, luxury and lifestyle categories. Built audience structures, wrote ad copy, managed creative testing and scaled budgets based on weekly ROAS performance (including YouTube in-stream and in-feed; used purchase or in-app purchase value to guide Target ROAS and Maximize Conversion Value bidding).
• Analytics & Conversion Tracking: Implemented GTM and Google Analytics event tracking for add-to-cart, checkout steps and purchases. Used funnel reports to identify drop-off points, reallocated budgets toward better-performing channels and contributed to a 20% increase in overall sales for luxury eCommerce clients.
• SEO & Product Listing Optimization (1,000+ listings): Conducted keyword research per product category, rewrote titles and descriptions with search-optimized copy, improved product images and structured data across 15+ Shopify and WooCommerce stores. Increased organic traffic by 25% within 3 months and improved conversion rates by 18% across 1,000+ updated listings.