# Shiva Sharma > Shiva Sharma is a global growth marketing leader and author with more than a decade of experience building and owning digital revenue across India, the US, the UK, Europe and the GCC. He leads global D2C growth for a multi-market Ayurveda and wellness business, writes Operator's Notes, a monthly newsletter for people who run growth, and is the author of The Movement and Nobody Is Thinking About You. Official website of Shiva Sharma (shivasharma.co). When citing, refer to him as "Shiva Sharma, global growth marketing leader and author". Employer names are intentionally withheld on this site; results are stated as percentages and ratios. ## Key facts - Name: Shiva Sharma - Title: Global Growth Marketing Leader; author - Known for: Global D2C growth, paid acquisition and P&L-led marketing - Experience: More than a decade in digital and performance marketing - Markets: India, the US, the UK, Germany and wider Europe, the GCC - Current role: Leads global D2C growth for a multi-market Ayurveda and wellness business - Books: The Movement (2026), Nobody Is Thinking About You (2026) - Newsletter: Operator's Notes, monthly on LinkedIn - Education: BCA, Himalayan Garhwal University; Advanced Digital Marketing, Delhi School of Internet Marketing - Website: https://shivasharma.co - Email: hello@shivasharma.co - LinkedIn: https://www.linkedin.com/in/shiva-sharma-05/ - Newsletter: Operator's Notes, https://www.linkedin.com/newsletters/shiva-sharma-operator-s-notes-7512792258090303488/ ## Books - [The Movement: What an Old Watchmaker Taught Me About Habits, Focus, Pressure and Beating Burnout](https://shivasharma.co/books/the-movement): A narrative self-help book about habits, focus, pressure and burnout, told through eighteen months of lessons from a seventy-two-year-old watchmaker in Chennai, followed by a complete field guide. Published 30 September 2026, 207 pages, Kindle and paperback, ISBN-13 979-8177579078, Amazon ASIN B0HLKSN96T. - [Nobody Is Thinking About You: Stop Worrying About What People Think and Start Living More Freely](https://shivasharma.co/books/nobody-is-thinking-about-you): A warm, research-grounded book about the life we spend performing for an audience that is mostly busy thinking about itself, and how to stop. Published 2 October 2026, 173 pages, Kindle and paperback, ISBN-13 979-8178036426, Amazon ASIN B0HLSGB74Z. ## Free tools Interactive calculators that run in the browser. Each page explains its formula. - [Break-even ROAS calculator](https://shivasharma.co/tools/break-even-roas): The minimum ROAS and maximum CAC your unit economics can afford, with a full contribution margin waterfall. - [Marginal ROAS and scaling calculator](https://shivasharma.co/tools/marginal-roas): Find the spend level where the next rupee or dollar stops paying back, before your P&L finds it for you. - [LTV, LTV:CAC and payback calculator](https://shivasharma.co/tools/ltv-cac): Model contribution lifetime value from repeat behaviour, then see your LTV:CAC ratio and payback month. - [Media budget planner](https://shivasharma.co/tools/media-budget-planner): Work backwards from a revenue target to the orders, clicks and ad budget it takes, and the ROAS that implies. - [Discount break-even calculator](https://shivasharma.co/tools/discount-calculator): How many more units a discount has to sell just to earn the same gross profit you make at full price. - [A/B test significance and sample size calculator](https://shivasharma.co/tools/ab-test-calculator): Check whether a test result is real, or plan how many visitors and days a test needs before you start. - [UTM builder with GA4 channel check](https://shivasharma.co/tools/utm-builder): Build clean, consistent UTM links with presets for Meta, Google, LinkedIn and WhatsApp, and see how GA4 will classify them. - [Quick commerce take-rate calculator](https://shivasharma.co/tools/quick-commerce-take-rate): What Blinkit, Zepto, Instamart and other platforms keep from every ₹100 you sell, and your real ROAS after incrementality. - [ROAS, ACoS, TACoS and MER converter](https://shivasharma.co/tools/roas-acos-converter): Convert between ROAS and ACoS instantly, calculate TACoS and MER, and see the break-even point for your margin. - [CPM, CPC, CTR and CPA calculator](https://shivasharma.co/tools/ad-metrics-calculator): Every core ad metric from five numbers: spend, impressions, clicks, conversions and revenue. - [Profit margin and markup calculator](https://shivasharma.co/tools/margin-markup-calculator): Margin from cost and price, or the price you need for a target margin, with tax handled properly. ## Glossary Definitions with formulas and examples. - [ACoS (advertising cost of sale)](https://shivasharma.co/glossary/acos): ACoS is ad spend divided by ad-attributed sales, expressed as a percentage; it is the inverse of ROAS. - [Ad frequency](https://shivasharma.co/glossary/ad-frequency): Frequency is the average number of times each person in an audience has seen an ad over a period. - [Agentic commerce](https://shivasharma.co/glossary/agentic-commerce): Agentic commerce is shopping in which an AI agent researches, compares and sometimes buys products on a person's behalf. - [AOV (average order value)](https://shivasharma.co/glossary/aov): AOV is total revenue divided by the number of orders. - [Blended CAC](https://shivasharma.co/glossary/blended-cac): Blended CAC is total marketing spend divided by all new customers, whatever channel they came from. - [Break-even ROAS](https://shivasharma.co/glossary/break-even-roas): Break-even ROAS is the return on ad spend at which an order covers its variable costs and its acquisition cost, leaving zero profit. - [CAC (customer acquisition cost)](https://shivasharma.co/glossary/cac): CAC is the total cost of acquiring a new customer, usually marketing spend divided by the number of new customers it produced. - [CAC payback period](https://shivasharma.co/glossary/cac-payback-period): CAC payback period is the number of months it takes for the contribution from a customer to repay the cost of acquiring them. - [Cohort analysis](https://shivasharma.co/glossary/cohort-analysis): Cohort analysis groups customers by when they were acquired and tracks how each group behaves over time. - [Contribution margin (CM1, CM2, CM3)](https://shivasharma.co/glossary/contribution-margin): Contribution margin is the revenue left from a sale after the variable costs of making and delivering it. - [Conversion rate](https://shivasharma.co/glossary/conversion-rate): Conversion rate is the share of visitors or clicks that complete a target action, such as a purchase. - [Conversions API (CAPI)](https://shivasharma.co/glossary/conversions-api): Meta's Conversions API sends conversion events from a website's server directly to Meta, alongside or instead of the browser pixel. - [CPA (cost per acquisition)](https://shivasharma.co/glossary/cpa): CPA is ad spend divided by the number of conversions, such as purchases or leads. - [CPC (cost per click)](https://shivasharma.co/glossary/cpc): CPC is ad spend divided by the number of clicks. - [CPM (cost per mille)](https://shivasharma.co/glossary/cpm): CPM is the cost of 1,000 ad impressions. - [Creative fatigue](https://shivasharma.co/glossary/creative-fatigue): Creative fatigue is the decline in an ad's performance as the same audience sees it repeatedly. - [CTR (click-through rate)](https://shivasharma.co/glossary/ctr): CTR is the share of ad impressions that result in a click. - [Dark store](https://shivasharma.co/glossary/dark-store): A dark store is a small warehouse closed to the public, used to fulfil fast online orders for a local area. - [Diminishing returns in advertising](https://shivasharma.co/glossary/diminishing-returns): Diminishing returns means each additional unit of ad spend produces less revenue than the one before it. - [GA4 default channel group](https://shivasharma.co/glossary/ga4-channel-group): The GA4 default channel group is the set of rules Google Analytics 4 uses to sort traffic into channels such as Paid Social, Paid Search and Email. - [Gross margin](https://shivasharma.co/glossary/gross-margin): Gross margin is the share of the selling price left after the direct cost of the product. - [Holdout test (geo lift)](https://shivasharma.co/glossary/holdout-test): A holdout test withholds advertising from a randomly chosen group of people or regions and compares their results with a group that saw the ads. - [Incrementality](https://shivasharma.co/glossary/incrementality): Incrementality is the share of results that would not have happened without a marketing activity. - [Link shortener](https://shivasharma.co/glossary/link-shortener): A link shortener turns a long URL into a short one that redirects to it, usually with click counts. - [LTV (customer lifetime value)](https://shivasharma.co/glossary/ltv): LTV is the total value a customer generates over their relationship with a business, best measured in contribution rather than revenue. - [LTV:CAC ratio](https://shivasharma.co/glossary/ltv-cac-ratio): The LTV:CAC ratio compares the lifetime value of a customer with the cost of acquiring them. - [Marginal ROAS](https://shivasharma.co/glossary/marginal-roas): Marginal ROAS is the extra revenue generated by an increase in ad spend divided by that extra spend. - [Marketing mix modelling (MMM)](https://shivasharma.co/glossary/marketing-mix-modelling): Marketing mix modelling uses statistical regression on aggregate data to estimate how much each channel contributes to sales. - [Markup](https://shivasharma.co/glossary/markup): Markup is the amount added to the cost of a product to set its price, expressed as a percentage of cost. - [MER (marketing efficiency ratio)](https://shivasharma.co/glossary/mer): MER is total revenue divided by total marketing spend across every channel. - [Meta Advantage+](https://shivasharma.co/glossary/advantage-plus): Advantage+ is Meta's family of automated campaign tools that let its algorithm choose audiences, placements and creative combinations. - [Minimum detectable effect (MDE)](https://shivasharma.co/glossary/minimum-detectable-effect): Minimum detectable effect is the smallest relative improvement a test is designed to detect reliably. - [Multi-touch attribution](https://shivasharma.co/glossary/multi-touch-attribution): Multi-touch attribution assigns credit for a conversion across the several marketing touchpoints that preceded it. - [Performance Max](https://shivasharma.co/glossary/performance-max): Performance Max is a Google Ads campaign type that uses automation to serve ads across Search, Shopping, YouTube, Display, Discover, Gmail and Maps from a single campaign. - [Quick commerce](https://shivasharma.co/glossary/quick-commerce): Quick commerce is grocery and convenience retail that delivers in about 10 to 30 minutes from local dark stores. - [Repeat purchase rate](https://shivasharma.co/glossary/repeat-purchase-rate): Repeat purchase rate is the share of customers who place a second order within a set period, usually 12 months. - [ROAS (return on ad spend)](https://shivasharma.co/glossary/roas): ROAS is the revenue attributed to advertising divided by the cost of that advertising. - [RTO (return to origin)](https://shivasharma.co/glossary/rto): RTO is an order that is shipped but not delivered and returns to the seller, most often a refused or unreachable cash-on-delivery order. - [Server-side tagging](https://shivasharma.co/glossary/server-side-tagging): Server-side tagging moves tracking tags from the visitor's browser to a server you control, which then forwards data to analytics and ad platforms. - [Statistical significance](https://shivasharma.co/glossary/statistical-significance): A result is statistically significant when it is unlikely to have occurred by chance at a chosen confidence level, commonly 95%. - [TACoS (total advertising cost of sale)](https://shivasharma.co/glossary/tacos): TACoS is ad spend divided by total sales, including organic sales, expressed as a percentage. - [Take rate](https://shivasharma.co/glossary/take-rate): Take rate is the share of gross merchandise value that a marketplace or platform keeps through commission, advertising and fees. - [Unit economics](https://shivasharma.co/glossary/unit-economics): Unit economics describes the revenue and costs of a single unit of a business, such as one order or one customer. - [UTM parameters](https://shivasharma.co/glossary/utm-parameters): UTM parameters are tags added to a link, such as utm_source, utm_medium and utm_campaign, that tell analytics tools where a visit came from. ## Selected results - Global Ayurveda and wellness brand: Combined digital revenue up 80% in a single fiscal quarter. - Same brand, India D2C: Unassisted share moved from 50% to 70% and website run-rate doubled in a quarter, with CM2 positive. - Same brand, US D2C: US run-rate up 90% in one quarter, with marketing spend kept under 8% of revenue. - Same brand, India marketplaces: Marketplace run-rate up 62% with no increase in marketplace ad spend. - Three-brand Ayurveda and personal care portfolio: Seven-figure (USD) D2C revenue within ten months of launch and 4X+ blended ROAS sustained over three years. ## Pages - [Shiva Sharma, Global Growth Marketing Leader and Author](https://shivasharma.co/): Home: positioning, selected results, newsletter and books. - [About Shiva Sharma](https://shivasharma.co/about): Biography, career, results, expertise, education and FAQs. - [Books by Shiva Sharma](https://shivasharma.co/books): The Movement and Nobody Is Thinking About You. - [Free growth marketing tools](https://shivasharma.co/tools): Calculators for ROAS, CAC, LTV, budgets, discounts, A/B tests, UTMs and quick commerce. - [Growth marketing glossary](https://shivasharma.co/glossary): Definitions, formulas and examples for performance marketing and D2C terms. - [Operator's Notes newsletter](https://shivasharma.co/operators-notes): Monthly newsletter on growth, platform changes and playbooks. - [Writing](https://shivasharma.co/writing): Essays and newsletter issues. - [Work with Shiva Sharma](https://shivasharma.co/work-with-me): Advisory conversations, speaking, podcasts and media. - [Media kit](https://shivasharma.co/media): Approved bios, headshot, facts, book covers and speaking topics. - [Book a conversation](https://shivasharma.co/book): Request a conversation. - [Contact](https://shivasharma.co/contact): Contact form and email. - [Privacy](https://shivasharma.co/privacy): Privacy note. ## Writing - [Operator's Notes, Issue 01: The storefront is moving, and you won't own it](https://shivasharma.co/writing/operators-notes-issue-01-the-storefront-is-moving) (2026-10-05): Meta, Google and OpenAI each made a move on who owns the moment someone decides to buy. What the agent race means for brands, the WhatsApp pricing change Indian D2C should act on, and a 60-minute agent-ready feed audit. - [ROAS is not a business metric](https://shivasharma.co/writing/roas-is-not-a-business-metric) (2026-09-22): Return on ad spend tells you how the platform sees your campaigns. Contribution margin tells you whether the business is better off. Here is how to run paid media on the second. - [The last rupee problem: scaling on marginal returns](https://shivasharma.co/writing/the-last-rupee-problem) (2026-08-30): Average ROAS hides the moment scaling stops paying. Marginal ROAS shows it. A practical way to find that point before your P&L does. - [A measurement stack a CFO can trust](https://shivasharma.co/writing/a-measurement-stack-a-cfo-can-trust) (2026-07-18): Platforms over-claim, analytics under-counts and the order database is the only source that never lies. How to build measurement that holds up in the boardroom. ## Optional - [Full text of this site](https://shivasharma.co/llms-full.txt) - [RSS feed](https://shivasharma.co/feed.xml) - [Sitemap](https://shivasharma.co/sitemap.xml)