Resume
Chamith Liyanage
Performance Marketer · Paid Media, Conversion Tracking and Reporting
Summary
Performance marketer with five years of hands-on digital marketing, running live Google Ads and Meta Ads campaigns. I plan from the business number, build the measurement myself in Google Tag Manager and GA4, and report cost per result rather than reach. I now run paid media across 8 client accounts at NCATALYSTS, Colombo, in fintech, property, automotive and FMCG.
Selected results
Experience
Performance Marketing Executive
- Plan, build, optimise and report Meta and Google Ads across 8 client accounts in fintech, payments, automotive, FMCG and property.
- Kept a fintech app's debit card relaunch growing after its tracking SDK failed: rebuilt traffic through a smart link; daily new cards ran 66% above the month before in launch week, and I showed the client the in-app steps were the bottleneck.
- Took over a vehicle marketplace account and hit all three monthly targets on the same budget, with cost per lead 29% under plan.
- Delivered 5.4× the WhatsApp lead target in 10 days for a merchant payments QR product, at 5% of the planned cost per lead.
- Built the team's working system: KPI and target trackers, Meta build sheets, weekly budget pacing, 7 month-end client reports in September and a cross-brand KPI dashboard.
- Teach the team through a co-learning series I started on Google Ads; the first session covered keyword match types and reading search terms.
- Wrote strategy proposals worked back from sales, including a five-segment plan for a residential developer and a pilot-first plan for a POS terminal launch.
Performance Marketing Executive
- Built conversion tracking for UK e-commerce and B2B clients in Google Tag Manager: GA4 events, Meta Pixel, data layer variables and platform conversions.
- Worked out a UK home-fragrance brand's unit economics before scaling spend: profit per order by basket and a 3.6× break-even ROAS, then redesigned the store to grow the basket.
- Ran Meta Ads across the full funnel for the same brand: prospecting, pixel retargeting, catalogue and shopping ads, and creative testing.
- Grew a gluten-free bakery's Instagram: profile visits up 222% and reach up 109% in the first planned month, from a market-day content plan and click-to-message ads.
- Ran Meta, Google Search and Shopping ads on small monthly budgets for four independent UK businesses (a restaurant, a café kiosk, a food-to-go brand and an online craft shop), each tied to footfall or online sales.
- Checked client sites before buying traffic, for example flagging an engineering firm's two enquiry forms that sent to different emails.
Performance Marketing Executive
- Built and optimised Google Ads Search for a B2B AI platform: intent-based structure, phrase and exact match, responsive search ads, negatives and search terms review.
- Built the GA4 and Google Tag Manager setup (9 tags, 9 triggers, 10 variables) that separates idle clicks from confirmed enquiries and feeds Google Ads conversions.
Junior Performance Marketing Executive
- Supported the Google Ads Search account: built campaigns and ad groups, researched keywords and negatives, wrote responsive search ads, and reviewed search terms and weekly performance with the account owner.
- Wrote the landing-page copy and the event-tracking plan for the B2B website the ads sent traffic to.
Earlier career
Sales and Market Operations, Pharmaceutical · Baurs, Sunshine and Curatio Healthcare · Jul 2018 – Sep 2021. Worked to territory targets and reported on competitor and market movement.