Associate Manager - Performance Marketing - B2C Tech/Consumer Internet - IIM/IIT/XLRI/MICA/ISB/NIT

Description:

Mandatory:

- Strong Performance Marketing Profile

- Mandatory (Experience 1) Must have total 3+ YOE of which 2+ YOE in hands-on experience in performance marketing

- Mandatory (Experience 2) Must have experience in planning and executing lead generation campaigns on google, fb, Linkedin

- Mandatory (Experience 3) Must have handled budget of >1 cr per month

- Mandatory (Skills) Must have knowledge of user funnels, conversion tracking, performance metrics etc

- Mandatory (Education)- Must be from a premium Institute (IIM, IIT, XLRI, MICA, ISB, NIT etc)

- Mandatory (Company) - B2C companies (B2C EdTech/ Gaming/ Finance preferred)

- Mandatory (Location): Candidates from Mumbai/Pune only

Preferred:

- Preferred (Skills) Experience using AI tools for various marketing work

Job Specific Criteria:

Role & Responsibilities:

- We are looking for a data-driven, analytical, and results-oriented Associate Manager Performance Marketing to join our fast-growing Growth Team. In this role, you will be responsible for planning, executing, and optimizing lead generation campaigns across multiple digital platforms with a clear focus on web-based lead capture (no app downloads required).

- The ideal candidate thrives on numbers, understands digital funnels deeply, and knows how to translate insights into measurable business results.

- Your ultimate goal will be to generate high-quality leads at an efficient Cost per Acquisition (CAC) by designing smart campaigns, running data-backed experiments, and continuously optimizing every stage of the lead funnel.

- You will work closely with cross-functional teams, including Creative, Content, Product, and Tech, to craft end-to-end marketing strategies that drive meaningful user acquisition and

revenue growth.

Key Responsibilities:

1. Campaign Strategy & Execution:

- You will plan, execute, and manage paid media campaigns on major digital advertising platforms such as Google Ads, Meta (Facebook/Instagram), and others. Your campaigns will be designed specifically for lead generation via web-based lead forms, rather than app installs or product downloads.

- Youll develop end-to-end strategies for acquiring qualified leads, ensuring campaigns align with overall business objectives. From selecting the right channels and audience segments to setting performance targets, youll take full ownership of the campaign lifecycle.

2. Funnel Management & Optimization:

- As the performance marketing lead, you will develop and manage lead generation funnels with a focus on capturing high-intent leads while optimizing for the lowest possible Cost per Acquisition (CAC).

- You will map user journeys from ad impression to lead form submission, identify friction points, and use data-driven insights to enhance funnel efficiency. Whether through audience segmentation, creative iteration, or better landing page design, your goal will be to create seamless, high-converting lead experiences.

3. A/B Testing & Experimentation:

- Continuous testing is at the core of performance marketing. You will design and execute A/B experiments on key components such as ad creatives, landing pages, CTAs, and lead form

structures.

- By analyzing test outcomes, youll identify which elements resonate most with your audience and iterate rapidly to improve conversion rates. A scientific mindset and a comfort with experimentation will be essential as you test hypotheses and scale winning ideas across campaigns.

4. Cross-Functional Collaboration:

- You will collaborate closely with the Creative, Content, Product, and Tech teams to develop and refine assets that drive strong campaign performance.

- Your role will involve coordinating the creation of ad copies, visuals, videos, and landing pages, ensuring each element aligns with the brands positioning and conversion goals. Additionally, you will work with developers to integrate and optimize lead capture forms, tracking pixels, and conversion APIs for accurate performance measurement.

5. Data Tracking & Performance Analysis:

- A core part of your responsibility will be tracking, analyzing, and reporting campaign metrics to monitor performance and identify improvement areas. You will define and manage KPIs such as impressions, clicks, CTR, CPL, CAC, conversion rate, and ROI.

- Using platforms like Google Analytics, Excel, and Data Studio, you will build insightful dashboards that make it easy to visualize campaign results. Your ability to interpret data and turn insights into actionable strategies will be critical in achieving growth targets.

6. Scaling & Innovation:

- You will constantly explore new opportunities, platforms, and trends in performance marketing to scale lead acquisition.

- This may include experimenting with emerging ad formats, optimizing for regional audiences, or testing innovative lead capture techniques like instant forms, chatbots, or interactive landing pages. Your proactive approach to identifying growth levers will ensure campaigns remain

ahead of industry benchmarks.

Ideal Candidate:

- The ideal candidate will bring a combination of hands-on technical expertise, strategic thinking, and business acumen.

- You should have 37 years of experience managing performance marketing campaigns ideally in a B2C tech or consumer internet company where digital acquisition plays a central role.

- You must be comfortable managing substantial budgets, analyzing granular data, and optimizing campaigns for measurable growth. A strong grasp of lead generation tactics, user funnel design, and conversion optimization is essential.

Core Competencies:

- Proven experience running lead generation campaigns using Facebook/Instagram Lead Ads, Google Lead Forms, and similar platforms.

- Deep understanding of conversion tracking, attribution, and user funnels to drive effective decision-making.

- Proficiency in Google Analytics, Meta Ads Manager, Google Ads, and Excel (for data manipulation and reporting).

- Strong analytical mindset with the ability to identify trends, patterns, and optimization opportunities.

- Experience managing and improving key metrics such as CPL (Cost per Lead), CTR, and lead-to-customer conversion rates.

- Ability to collaborate across teams and communicate performance insights clearly to stakeholders.

- Excellent project management skills with the ability to handle multiple campaigns and deadlines simultaneously.

Preferred Qualifications:

- Experience working in a product-based or subscription-driven company, where lead nurturing and funnel optimization are integral to success.

- Prior exposure to CPL optimization strategies and familiarity with multi-channel attribution models.

- Experience with regional or vernacular language campaigns, expanding reach to diverse audiences.

- A solid understanding of how performance marketing integrates with broader business goals such as lifetime value (LTV) and retention.

Who You Are:

You are a growth-focused marketer who thrives in data-rich environments. You combine analytical thinking with creativity, knowing how to craft campaigns that attract, engage, and convert. Youre comfortable taking ownership, working cross-functionally, and delivering results under tight deadlines.

You dont just launch campaigns you measure, learn, and scale them. You love seeing the direct impact of your work on key business metrics and are constantly seeking new ways to improve performance through experimentation and innovation.