Ads & Analytics
For Instacart, managed digital advertising campaigns for both in-house brands and external advertisers advertising on our platform. My role focused on optimizing ad placements, overseeing budgets and ensuring maximum ROI across performance channels.
For Instacart, I managed digital advertising campaigns for both in-house brands and external advertisers on their platform. My role focused on optimizing ad placements, overseeing budgets, and ensuring maximum ROI across performance channels.
Categorized Ads into four Segments
High Potential
Emerging products with growth opportunities, supported by targeted ad spend to accelerate discovery. Optimized budget allocation toward categories with the highest return.
Hero Products
Proven best-sellers prioritized for maximum visibility and consistent performance. Provided actionable insights to external advertisers through the Instacart dashboard.
Zombie Products
Low-engagement products revived through refreshed creatives, repositioning and new targeting. Strengthened sales performance for Instacart’s in-house brands while maintaining healthy ROI.
Non-Performers
Underperforming products were systematically identified through performance metrics such as CTR, CPC, and conversion rates. Instead of allowing them to drain budgets, reallocated spends toward stronger-performing categories
Collated data from all 4 Sources
This consolidation enabled us to compare patterns, identify cross-segment insights and make informed decisions on budget shifts, creative testing and targeting refinements.
Excluded products which are not profitable
Non-profitable products were excluded from active campaigns after detailed margin and performance analysis. This prevented wasted ad spend on items that could not deliver sustainable returns and allowed budgets to be redirected toward profitable and potential scalable product categories.
