Role Overview

Performance Marketing Manager to lead our upper-funnel growth initiatives across platforms like Meta, Google, Snapchat, and emerging app engagement channels. The role demands a deep understanding of audience segmentation, funnel performance, platform-specific efficiency, and an innovation mindset to drive scale, efficiency, and customer quality.

Knowledge, Skills & Qualification Requirements

- 7-9 years of hands-on experience in performance marketing across Google, Meta, and app-focused platforms.

- Strong understanding of audience strategy, media planning, attribution models, and martech tools.

- Demonstrated success in growing digital acquisition, campaign ROI, and new user retention.

- Deep analytical skills with experience in cohort analysis, funnel diagnostics, and incrementality testing.

- Prior experience in beauty, fashion, D2C, or consumer tech sectors is a plus.

- Strategic thinker with a data-first approach to solving problems.

- Strong stakeholder management and collaboration skills across cross-functional teams.

- Capability to mentor and grow junior team members while fostering cross-business learning.

Role Description

1. Upper Funnel Strategy, Planning & Execution

- Design and execute upper funnel campaigns across Meta and Google, targeting both new and repeat users.

- Build precise audience cohorts: Gen Z, Tier 2 & 3 cities, premium segments.

- Craft tailored communication strategies with relevant creatives, formats, and messaging per cohort and channel.

- Lead geo-level experiments and site-level interventions to boost acquisition in Tier 2 & 3 markets.

- Measure incrementality and campaign effectiveness using Brand Lift Studies (BLS), Geo Lift, and On-site performance metrics.

2. Meta & Google Campaigns - Growth, Efficiency & Martech

- Drive TOFU acquisition using brand campaigns and 3P audiences for new user growth.

- Optimize spend using feed culling techniques to prioritize high LTV brands and L3s.

- Build and test advanced audience strategies: premium targeting, superuser segmentation, differentiated creative journeys.

- Leverage MarTech tools like ROI Hunter, creative overlays (stickers), and hybrid PLP/PDP journeys to enhance personalization and efficiency.

- Implement robust attribution frameworks to map touchpoints across Meta journeys.

3. Brand & Category-Level Objectives

- Drive share of voice (SOV) growth across priority categories, especially in Skin.

- Expand regional reach with tailored campaigns for Tier 3 markets.

- Maintain and grow impression share across key categories by optimizing budgets and channel mix.

4. App Engagement Performance

- Manage and optimize campaigns across app engagement partners.

- Onboard new partners and optimize their buy types to drive higher ROAS and better purchase quality.

- Consistently measure and report incrementality and user quality.

5. New Customer Acquisition (NCA) Strategy

- Volume Strategy: Plan and optimize paid and organic install strategies to deliver 6.7M organic and 23.3M paid installs at a target CPI of - 43.

- Conversion Strategy: Maintain 18% install-to-purchase CVR through Msite optimization, creative revamps, onboarding flows, fraud control, and premium audience targeting.

- Experimentation: Lead 4 experiments per month including MAPIT, 1-day CT models, tier-wise install campaigns, and premium segment targeting.

6. Non-Install NCA + Retention Campaigns (RB)

- Scale non-install campaigns by identifying new growth pockets and maximizing campaign contribution.

- Drive IOC2 & IOC3 retention funnels with early engagement programs, communication bundling (CRM + Perf), and cohort-focused campaign strategies.

- Spearhead Google ACE restructuring to support premiumization and maximize ROI from luxe segments.

7. Data Intelligence & Reporting

- Own the marketing health scorecard and drive monthly and quarterly reviews for all performance channels.

- Lead AOP planning with risk assessment, forecasting, and monthly phasing aligned to business goals.

- Standardize analytics and measurement frameworks to assess impact, efficiency, and return on marketing spend.