Performance Marketing Manager - AI-First Growth

Experience: 5 - 8 years

Industry Preference: Fintech, EdTech, Consumer Tech, or other app-first businesses

Core Platforms: Google Ads, Meta Ads, AppsFlyer, CleverTap, GA4

Approach: AI-first, data-driven, hands-on execution

About the Role:

We are looking for an AI-first Performance Marketing professional who can drive scalable, efficient and high-quality customer acquisition for an app-first business.

The ideal candidate should have strong hands-on experience across Google and Meta advertising platforms, app acquisition campaigns, attribution, lifecycle marketing and marketing automation. They should be comfortable using AI tools to improve campaign performance, automate repetitive workflows, accelerate creative testing, uncover actionable insights and drive business growth.

We are looking for someone who goes beyond campaign management - a growth marketer who understands the complete customer journey, from acquisition and activation to engagement, conversion and retention.

Key Responsibilities:

1. Performance Marketing & Customer Acquisition:

- Plan, execute and optimize performance marketing campaigns across Google Ads and Meta Ads.

- Manage app install, app engagement, conversion and re-engagement campaigns.

- Drive quality customer acquisition while optimising CAC, CPI, CPA, ROAS and downstream business outcomes.

- Develop audience segmentation, retargeting, lookalike and value-based acquisition strategies.

- Continuously experiment with bidding strategies, campaign structures, audiences, creatives and landing experiences.

- Scale campaigns while maintaining acquisition efficiency and customer quality.

2. App Marketing & Attribution:

- Have hands-on experience running campaigns for app-first businesses, preferably across Android and iOS.

- Strong working knowledge of AppsFlyer for attribution, campaign measurement, event tracking, conversion windows and post backs.

- Understand attribution discrepancies across Google Ads, Meta Ads, AppsFlyer and GA4.

- Track the complete funnel from installs and registrations to qualified leads, activations, transactions and revenue.

- Work with product and analytics teams to improve tracking accuracy, event quality and campaign optimization signals.

3. Lifecycle Marketing & CleverTap:

- Use CleverTap for audience segmentation, user journeys, personalized communication and lifecycle automation.

- Build acquisition-to-activation and retention journeys using behavioral and transactional triggers.

- Develop suppression strategies for converted, ineligible, rejected or inactive users, wherever applicable.

- Identify funnel drop-offs and create targeted interventions to improve activation, repeat engagement and conversion.

- Connect paid acquisition insights with CRM and lifecycle marketing strategies.

4. AI-First Marketing & Automation:

- Demonstrate a strong AI-first mindset, using AI tools as an integral part of everyday marketing workflows.

- Use AI to accelerate creative ideation, ad copy generation, creative variations and campaign experimentation.

- Build or implement AI-assisted workflows for reporting, performance analysis, audience insights and campaign optimisation.

- Leverage automation, scripts, APIs or AI agents wherever practical to reduce manual effort and improve execution speed.

- Use AI to identify performance anomalies, uncover growth opportunities and generate actionable recommendations.

- Continuously explore emerging AI tools and translate them into measurable marketing efficiencies.

5. Analytics, Reporting & Growth Strategy:

- Monitor daily campaign performance and build clear, actionable performance dashboards.

- Analyse campaign performance across acquisition, activation, customer quality, revenue and retention.

- Identify the root causes of changes in CAC, conversion rates and customer acquisition quality.

- Run structured experiments with clear hypotheses, success metrics and learning agendas.

- Collaborate with product, analytics, technology, creative and business teams to improve the overall growth funnel.

Mandatory Skills & Experience:

- 5 - 8 years of hands-on experience in performance marketing and digital customer acquisition.

- Strong execution experience across Google Ads and Meta Ads.

- Practical experience with AppsFlyer, CleverTap and GA4.

- Experience managing app install and post-install optimization campaigns for an app-first business.

- Strong understanding of mobile attribution, event-based optimization, conversion tracking and campaign measurement.

- Experience working in at least one of the following sectors: Fintech, EdTech, consumer technology or digital-first businesses.

- Demonstrated ability to use AI tools and automation to improve marketing productivity and campaign outcomes.

- Strong analytical skills and a clear understanding of CAC, CPA, CPI, ROAS, conversion rates and customer lifetime value.

- Ability to independently execute campaigns, troubleshoot performance issues and translate data into action.

Preferred Qualifications:

- Experience in lending, financial services, credit products, payments or other fintech categories.

- Exposure to value-based bidding, qualified-lead optimisation and downstream conversion optimisation.

- Experience with web-to-app journeys, deep links, retargeting and remarketing.

- Familiarity with SQL, APIs, marketing scripts, automation platforms or AI agents.

- Experience managing substantial media budgets and scaling campaigns without compromising customer quality.

Who We're Looking For:

A hands-on growth marketer who combines performance marketing fundamentals with an AI-first mindset. Someone who is curious, analytical, experimental and comfortable challenging traditional marketing workflows.

The ideal candidate doesn't just use AI to generate content - they use it to build smarter workflows, make better decisions, move faster and deliver measurable business impact.