Manager Performance Marketing

Role Overview :

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-Nykaa 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.

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.
• Experimentative mindset with ability to test, iterate, and scale rapidly.
• Strong stakeholder management and collaboration skills across cross-functional teams.
• Capability to mentor and grow junior team members while fostering cross-business learning.