Scale
Matrix Cellular, 26x in 8 months
Scaled monthly ad spend from ₹1.5L to ₹40L at sustained 6x ROAS. Restructured the account into intent-tiered campaigns and applied the Kill or Scale framework weekly.
I run paid acquisition for Matrix Cellular and ETravelSim, two travel and connectivity brands managing about ₹3Cr a month across Google, Meta, YouTube, TikTok, and Snap. I also advise a small portfolio of D2C founders.
About
I run performance marketing for two travel and connectivity brands and advise a small portfolio of D2C founders on the side. My day job is leading paid acquisition for Matrix Cellular, India's oldest international SIM and eSIM brand since 1995, and ETravelSim, the Singapore-based eSIM brand Matrix runs across the UAE, Turkey, Germany, and the UK.
Before going in-house in 2024, I spent 3.5 years at digiDZN as Digital Marketing Manager, working with 120+ D2C and B2B brands. That is where I built the Kill or Scale framework for portfolio-level paid media decisions, and where the Matrix engagement grew from a ₹1.5L/month account to a ₹40L/month account at 6x ROAS over 8 months.
₹3Cr
Monthly paid media managed
6x
Sustained ROAS at scale
26x
Matrix scale in 8 months
150+
Destinations served
Kill or scale
Every ad earns its budget weekly, against three checks. Profitability now. Marginal CAC at 2x spend. Audience depth left to absorb. Kill, hold, or scale.
Operator
I lead paid acquisition for Matrix Cellular and ETravelSim. The team manages about ₹3Cr a month in paid media across Google, Meta, YouTube, TikTok, and Snap. The work at this scale is disciplined repetition. Scale what works, restructure what does not, hold the line on ROAS.
Builder
The other half is building. Standing up new market launches from zero where incumbents have a 2-3 year head start. UAE travellers behave nothing like German ones, so every market gets its own bid strategy, creative angles, landing pages, and feed structure.
Scaled monthly ad spend from ₹1.5L to ₹40L at sustained 6x ROAS. Restructured the account into intent-tiered campaigns and applied the Kill or Scale framework weekly.
Built paid acquisition from zero in UAE, Turkey, Germany, and the UK against incumbents with multi-year head starts. ~37% MoM revenue growth on average.
2024 — Now
Matrix Cellular
Digital Marketing Manager
Lead paid acquisition for India’s oldest international SIM and eSIM brand. Manage ~₹1Cr/month at 4x+ ROAS across Google, Meta, and Snap.
2024 — Now
ETravelSim
Head of India Marketing
Run a 7-person team across paid, SEO, content, and social. Launched the brand into UAE, Turkey, Germany, and the UK. ~₹2Cr/month in paid media.
2025 — Now
Ecom Lifters
Advisor / Founder
Advise 15+ D2C brands on Google and Meta Ads growth across home, beauty, accessories, and travel commerce.
2020 — 2024
digiDZN
Digital Marketing Manager
Owned paid acquisition for 120+ brands across the agency tenure. Scaled Matrix from ₹1.5L to ₹40L/month at 6x ROAS. Built the Kill or Scale framework.
The Kill or Scale framework, the three weekly questions, and what changed at every spend tier.
8 min read
What a market-specific launch playbook actually looks like across UAE, Turkey, Germany, and the UK.
6 min read
Marginal CAC, saturation curves, and the part of allocation that does not show up in dashboards.
5 min read
Get in touch
I take on a small number of advisory engagements through Ecom Lifters. Best fit is a D2C or travel brand running ₹5L+ a month and ready to restructure for scale.
suryanvishal007@gmail.comBased in
© 2026 Vishal Choudhary. All rights reserved.