Manager - Performance Marketing

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About the Role:

We are looking for a results-driven Performance Marketing Manager to own and scale user acquisition and growth campaigns for The Panel Station, MDForLives, The Expert Cafe and Borderless Access. This role will manage end-to-end paid media strategies, execute multi-geo campaigns, and optimize across platforms to drive high-quality panelist registrations and conversionsdelivering measurable outcomes aligned to business KPIs.

You will work cross-functionally with content, design, product, analytics, SEO, and affiliate teams, and will be directly responsible for ensuring that performance marketing contributes to panel growth, reactivation, and retention while maintaining ROI, cost efficiency, and panelist quality.

Key Responsibilities:

Campaign Strategy & Execution

• Plan, execute, and scale paid marketing campaigns across Google Ads, Meta (Facebook/Instagram), LinkedIn, YouTube, and other performance platforms.
• Drive quality panelist acquisitions through campaigns tailored to the target audience of each brand (consumers, healthcare professionals, and business experts).
• Collaborate with brand and panel operations teams to design campaigns aligned with geo-demographic targeting, profiling depth, and panel quality requirements.

Optimization & Analytics

• Own campaign setup, audience segmentation, ad placement, bidding, budget allocation, A/B testing, and retargeting strategies.
• Continuously optimize campaigns to improve KPIs: cost-per-acquisition (CPA), cost-per-complete (CPC), conversion rates, retention, and LTV.
• Set up and manage tracking systems (Google Analytics, UTM tracking, conversion pixels, event triggers) to ensure accurate attribution.

Landing Page & Funnel Optimization

• Work with product/design teams to optimize landing pages and user flows for conversion.
• Conduct experiments and analyse behaviour to reduce bounce rates and dropoffs across funnel stages.

Budgeting & Reporting

• Manage monthly and quarterly performance marketing budgets across all panel brands.
• Deliver weekly and monthly performance reports with actionable insights and growth recommendations.

Paid + Organic Integration

• Collaborate with the social media and content marketing teams to ensure paid campaigns support and scale organic initiatives.
• Leverage high-performing content into paid formats and boost organic posts strategically.

Key Skills & Competencies

• 810 years of hands-on experience in performance marketing for B2C products, global user acquisition, or panel-based businesses.
• Expertise in platforms: Google Ads, Meta Ads, LinkedIn Ads, YouTube, Display, and programmatic, affiliate marketing.
• Strong knowledge of Google Analytics (GA4), Google Tag Manager, UTM tracking, and performance attribution models.
• Experience in CRO, A/B testing, and user funnel analysis.
• Solid understanding of CPL, CPA, CPC, and ROAS performance metrics.
• Experience running global/multi-lingual campaigns in geographies such as India, Southeast Asia, Middle East, LATAM, Africa, and the US.
• Familiarity with healthcare, consumer behavior, or expert/B2B targeting is a plus.
• Excellent communication, project management, and stakeholder coordination skills.
• Bonus: Experience with affiliate networks or performance partnerships.