Content Lead (Performance Marketing)

Creative Lead Performance Marketing

Location: Mumbai / Hybrid Team: Growth & Marketing

The Story

At Shaadi.com, we arent just building a brand; we are building families. We are the world's largest

matchmaking service, and every day we help millions navigate one of life's most personal journeys.

We are looking for a Creative Lead (Performance Marketing) who is equal parts storyteller and

technologist. We need a visionary who can combine human empathy with Generative AI to build a

high-velocity creative engineone that learns as fast as it creates.

The Mandate

You won't just be "making ads." You will be architecting a new way of speaking to our audience.

Based on our latest data, we are pivoting our creative strategy, and we need you to lead this shift:

• From "Clever" to "Crystal Clear": We are moving away from complex metaphors and

skit-based narratives. Your goal is to craft creative that respects the user's time—delivering

direct, empathetic solutions to their specific relationship struggles.

• Redefining Authority: We have the credibility (celebrities, founders, legacy). Your challenge

is to make that authority feel approachable. We want to bridge the gap between "trusted

brand" and "best friend who gets it."

• Scaling Radical Relatability: The "perfect wedding" photo is the destination, but our users

are stuck in the journey. You will build campaigns that validate their current frustrations—like

the fatigue of biodata or the pressure of timelines—and offer Shaadi.com as the sane,

empowering solution.

What You Will Build

• A Next-Gen Creative Factory: You will design and lead a pipeline capable of producing

high-volume creatives weekly (100s of assets). This isn't about working harder; it's about

working smarter, removing bottlenecks, and maintaining high quality at scale.

• An AI-First Culture: You will be the champion of AI tools (Midjourney, Runway, ChatGPT,

etc.) within the team. You’ll show designers and editors how to use technology to speed up

storyboarding, iterate on scripts, and generate assets, allowing them to focus on the art rather

than the assembly.

• Data-Informed Storytelling: You will work closely with the Growth team to digest weekly

insights (using tools like Motion). If a "UI-focused" ad feels too transactional, you will be the

one to pivot the visual language to feel more "lifestyle-integrated" and emotional.

• The "Test & Learn" Loop: You will champion a culture where a failed test is just a stepping

stone. You will aggressively A/B test hooks, visual formats, and narratives to find the winners

that resonate with niche audiences—from concerned parents to career-focused singles.

Who You Are

• The Modern Creative: You have 5+ years of experience in Creative Strategy or Performance

Marketing. You understand that in 2025, great creative is a blend of human insight and

machine efficiency.

• AI Native: You don't just know AI exists; it’s part of your daily workflow. You can demonstrate

how you’ve used tools to multiply output and reduce production time.

• Empathetic Strategist: You understand the nuances of the Indian matchmaking market. You

know that a headline needs to be an invitation, not a command. You can distinguish between

"selling a feature" and "solving an anxiety."

• Analytical Creative: You are comfortable looking at a spreadsheet of CTRs and ROAS to

understand why a creative worked. You use data to sharpen your intuition, not replace it.

Why This Role Matters

This is a rare opportunity to lead a creative transformation at a massively strong brand. You won't

be fighting for budget or buy-in; you will be given the tools and the trust to experiment boldly. Whether

it’s testing AI avatars or hyper-personalized video journeys, if it helps two people find each other, we

want you to build it.

How to Apply

Sharing a portfolio is standard, but we’d love to see how you think. Along with your CV, tell us about a

time you used data (or AI) to turn a failing creative campaign into a winning one.