Expertise — E-commerce, D2C, P&L & Commercial Leadership | Satya Prakash Rai

Expertise

I work across e-commerce and D2C growth, P&L management and international e-commerce. My foundation is hands-on — acquisition, CRM, CRO, content and influencer marketing. My focus now is connecting those capabilities to commercial outcomes.

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Proof of work

Selected operating examples

Alongside the roles above, I keep working hands-on in acquisition, funnels, tracking and automation through independent engagements. These examples show the operating detail underneath the leadership cases. Clients are described rather than named.

01 · Acquisition diagnosis · Google & Meta

Footwear D2C brand, Australia

HANDS-ON · INDEPENDENT ENGAGEMENT

Performance marketing leadership →

Context
Long-running Meta account, followed by full Google and Meta audits before any change to the account.
Diagnosis
67% of campaigns were being switched off within 14 days. I identified that as the main blocker to scaling the account.
Action
Rebuilt Performance Max asset groups, redesigned Demand Gen audience segmentation, set up Standard Shopping, fixed Merchant Center feed errors and rebuilt monthly reporting.
Result
Blended ROAS held at 3.1x–3.6x through the rebuild.

02 · Root-cause analysis

Event-based booking platform

HANDS-ON · INDEPENDENT ENGAGEMENT

Commercial analytics →

Context
Campaigns tied to specific event dates rather than running evergreen, so performance rose and fell with the calendar.
Diagnosis
Diagnosed a peak-to-crash drop across April–August in a root-cause document that separated proven findings from hypotheses.
Action
Produced a 90-day growth intelligence report and a competitive benchmark, then set a new strategy: batch launches around clustered dates, plus an always-on base layer to reduce the swings.
Result
The new operating model replaced one-off event campaigns.

03 · Search diagnosis

Dental practice, United States

HANDS-ON · INDEPENDENT ENGAGEMENT

Customer acquisition →

Context
A July decline in lead performance on Google Ads.
Diagnosis
Traced it to one root cause: broad-match dilution on a sedation campaign was pulling budget and traffic away from the practice’s core high-intent search terms.
Action
Paused the sedation and Invisalign campaigns, moved budget to the proven high-intent campaigns and prepared handover documentation for a new client-side contact.
Result
Spend refocused on the campaigns that were already converting.

04 · Funnel economics

Coaching & information-product funnels

HANDS-ON · INDEPENDENT ENGAGEMENT

Customer acquisition →

Context
Full-funnel Meta management across grooming, finance and astrology coaching brands, at ₹1L–₹1.5L daily spend, on an L0 → L1 → L2 model: free or ₹99 webinar, ₹6,000 paid programme, high-ticket back end.
Diagnosis
The economics depend on every stage, not the cost of the first lead. Webinar show-up and L1 conversion mattered as much as CPL.
Action
Continuous creative testing, WhatsApp and email reminder sequences to lift show-up, and optimisation across ads, landing pages and remarketing.
Result
Average CPA of ₹450–500 sustained across 50+ live campaigns (grooming). ~10% average conversion from the free webinar into the ₹6,000 programme, at L0 budgets up to ₹1L/day (astrology).

05 · D2C acquisition & channel expansion

Two fashion & lifestyle D2C brands, India and US

HANDS-ON · INDEPENDENT ENGAGEMENT

D2C →

Context
An apparel brand running full-funnel Meta acquisition at ₹2L daily spend. A bags and lifestyle brand on Meta and Google across India and the US (₹20K+/day in India, $2K+/day in the US), expanding onto marketplaces.
Diagnosis
Scaling needed structured testing across audiences, creatives and budgets, not just more spend.
Action
TOF–MOF–BOF structure on Meta; Search, Performance Max, catalogue, video and retargeting on Google; expansion onto AJIO and Myntra.
Result
Apparel: 4x–5x ROAS sustained. Bags & lifestyle: 3x ROAS in the US, 5x+ on denim, Myntra grown organically to ₹20K+/day. Across the two brands: CPA down ~30% through structured A/B testing, and order volume up 45% during scaling phases.

Account data, Meta and Google Ads. Lead generation (Jun–Aug 2025): $77,467.80 spend, 4,484 leads, $17.28 average CPL, 242 campaigns. E-commerce: Meta catalogue and retargeting at 5.41x ROAS (₹5,64,697 revenue on ₹1,04,443 spend); Google Search and Shopping at 4.51x conversion value / cost, 310.93 conversions on $12,984.51 spend.

Tracking and tooling used across this work: Meta Pixel, Conversions API, GA4, Google Tag Manager, ManyChat, Make.com and OpenAI. See the lead-qualification automation →