Shikha Agarwal marketing leader
As digital marketing matures, so do the expectations around how brands grow. The old playbook of pouring money into reach driven campaigns is losing its grip. What's replacing it is a more precise, durable, and value-driven approach one that Shikha Agarwal has helped pioneer.
Shikha has spent her career building the systems behind sustainable growth. She's best known for developing a marketing investment framework that challenges conventional thinking. Rather than optimizing for volume, her model weaves together acquisition cost, user retention, and margin to calculate true return on investment. The result is a disciplined, data backed system that helps businesses scale with intention even during budget cuts, market shifts, or platform constraints.
This framework didn't stay theoretical. It guided real-world decisions across a multi-million-dollar global marketing budget and unlocked tens of millions in incremental margin. It became the gold standard for investment planning across teams not just a model, but a new muscle.
But Shikha's impact isn't limited to metrics. She's reshaped how organizations operate. She moved teams away from last click attribution and siloed reporting toward a more holistic view of growth, one rooted in transparency, experimentation, and long term value. Under her leadership, marketing, product, and finance began speaking the same language one centered around durable impact.
She didn't stop there. To build consistency and rigor, Shikha launched a Growth Science function from the ground up. It embedded LTV forecasting, user insights, and experimentation into the fabric of marketing. One of her targeted offer systems drove 2x to 3x higher conversion rates, thanks to smarter eligibility rules, abuse prevention, and ROI-based targeting.
Even during leaner times, her frameworks delivered results including a 21% lift in acquisitions during a period of budget pressure. Her go-to-market strategies have consistently unlocked untapped markets, doubled revenue growth, and delivered results across both new and mature segments.
What makes her work distinctive is its balance of sophistication and scalability. While many leaders talk about LTV-based decision making, Shikha operationalized it incorporating incrementality, predictive models, and market-specific insights to shift entire organizations toward smarter spending.
She sees the future clearly. In her view, AI will only accelerate the shift from reactive marketing to strategic, real-time decisioning. And she's already laying the groundwork: publishing internal research, building frameworks around optimization and personalized offers, and helping teams rethink growth as an interconnected system not a patchwork of tactics.
For Shikha, growth isn't about spending more. It's about spending with purpose. She's not adapting to a new era she's helping define it.
