For S Jathukulan, performance marketing has never been about dashboards or platforms alone — it is about understanding how data reveals the story of a business. With over 14 years of experience in analytics-led growth and digital strategy, he has built a career around connecting complex systems to measurable commercial outcomes. A data-driven performance marketing leader, Jathukulan is known for his ability to bridge technical depth with strategic clarity. His work spans advanced paid acquisition, MarTech implementation, and analytics architecture, helping organisations scale responsibly in an increasingly automated, data-centric landscape. Jathukulan’s professional foundation is rooted in technology, having studied computer applications before moving into performance-driven digital marketing roles.
His early experience at 99X Technology as a Digital Marketing Specialist exposed him to market research, consumer behaviour analysis, and campaign ideation, while contributing to both inbound and outbound marketing initiatives. This role sharpened his understanding of how insights translate into execution. He later joined CodeGen International, where he served as Assistant Manager – Digital Marketing from 2017 to 2023. In this role, he planned and executed comprehensive digital marketing strategies across SEO, SEM, email, social media, and display advertising, while ensuring brand consistency across all digital touchpoints. His work here reinforced the importance of structured analytics and disciplined execution in complex organisational environments. Today, as Head of Performance Marketing & Analytics at Roar Global, Jathukulan leads full-funnel performance strategies across Google, Meta, and multi-platform paid media ecosystems. His current focus includes advanced analytics, tracking and measurement, server-side implementations, data governance, and improving data accuracy to drive scalable acquisition and stronger ROAS.
Across his career, S Jathukulan’s work has been closely tied to performance outcomes, platform accuracy, and scalable growth. While specific industry awards or formal nominations have not been listed, his impact is reflected in sustained improvements in ROAS, acquisition efficiency, and campaign measurement across multiple organisations. His leadership in analytics-driven performance marketing has also contributed to campaigns and systems that continue to deliver long-term value rather than short-term wins.
Jathukulan brings deep technical credibility to his work, built through extensive hands-on experience with analytics and tracking ecosystems. While formal professional certifications have not been explicitly specified, his expertise spans Google Analytics 4 (GA4), Google Tag Manager (GTM), and advanced tracking architecture, which he applies daily in high-scale performance environments. His knowledge is rooted in real-world implementation, complex data setups, and practical problem-solving rather than tool-only familiarity.
Jathukulan’s professional journey is grounded in a foundation in computer applications, which shaped his early interest in systems, logic, and data-driven thinking. Specific academic qualifications, awarding institutions, and years have not been detailed. However, this technical base has consistently informed his ability to bridge marketing strategy with analytics, technology, and performance measurement throughout his career.
""What drives me as a trainer is the opportunity to demystify the complexities of modern performance marketing and empower professionals to make data-backed decisions."
With over 15 years of experience in the field, I have realised that the biggest barrier to growth for many businesses is not a lack of tools, but a gap in technical understanding. I find immense fulfilment in bridging this gap, particularly when teaching the intricacies of Google Ads, GA4, and Tag Management. I enjoy the process of "educational selling"—transforming technical jargon into actionable business logic. During my time conducting over 15 training sessions for top-tier clients and internal teams, the highlight was always seeing the "light-bulb moment" when a learner understood how proper e-commerce tracking or creative testing directly impacts their bottom line. I am driven by the shift in the industry toward first-party data and MarTech automation, and I thrive on preparing my students for this future.
My goal as a trainer is to create a lasting impact by turning learners into self-sufficient strategists. I don't just want them to know how to use a platform; I want them to master the MarTech stack and CDP logic needed to scale businesses independently. I like to impact my learners by providing them with the same technical foundation I built—combining the logic of a web developer with the vision of a strategist. Seeing a student implement a strategy that leads to a measurable lift in ROAS or user acquisition is the ultimate validation of my work as an educator.
Bringing together technical depth, strategic clarity, and real-world performance experience, Jathukulan represents a new generation of marketing practitioners who operate comfortably at the intersection of data, platforms, and business outcomes. His work is driven by precision, curiosity, and a strong belief in building systems that scale sustainably rather than chasing short-term results. As a trainer, he is focused on helping professionals develop clarity, confidence, and practical capability—ensuring they not only understand what to do, but why it works. Through his approach, learners are equipped to think critically, execute responsibly, and grow into well-rounded performance leaders in an increasingly data-driven digital landscape. Beyond analytics and performance metrics, Jathukulan remains deeply curious about the evolving digital ecosystem. At APIDM, he brings not only advanced technical expertise, but a grounded, methodical approach to learning — helping professionals move from tool usage to true strategic mastery in a data-driven world.