About the Role
We are looking for a Performance Marketing Manager with strong expertise in WhatsApp Marketing and Marketing Automation to drive customer acquisition, lead generation, lead nurturing and revenue growth across NEMA Group's businesses.
The ideal candidate should be highly hands-on and comfortable managing Meta Ads, Google Ads, WhatsApp Business/API campaigns, CRM integrations, automation, remarketing and performance analytics.
This is not a traditional social media marketing role. The person will be responsible for generating quality leads, nurturing them through WhatsApp and other channels, improving conversion rates and ultimately contributing to business revenue.
Key Responsibilities1. Performance Marketing
- Plan, execute and optimize performance marketing campaigns across:
- Meta Ads – Facebook & Instagram
- Google Ads – Search, Display, YouTube, Performance Max, etc.
- Other relevant paid digital platforms
- Develop campaign strategies based on business objectives, target audience and customer journey.
- Manage campaign budgets and ensure optimum CPL, CAC, ROAS and ROI.
- Conduct audience research, segmentation and competitor analysis.
- Develop and test different:
- Ad creatives
- Copy
- Offers
- Landing pages
- Audiences
- CTAs
- Continuously run A/B tests to improve campaign performance.
- Identify underperforming campaigns and take corrective action quickly.
2. WhatsApp Marketing – Core Responsibility
The candidate must have strong practical experience in WhatsApp marketing, preferably using the WhatsApp Business Platform/API.
Responsibilities include:
- Develop and execute WhatsApp marketing strategies for lead generation, nurturing, engagement and retention.
- Design WhatsApp customer journeys from:
Lead Generation → WhatsApp → Qualification → Nurturing → Sales → Conversion → Retention
- Create and manage WhatsApp campaigns for:
- New leads
- Existing customers
- Dormant leads
- Repeat customers
- Cross-selling
- Upselling
- Offers and promotions
- Customer reactivation
- Appointment/reminder communication
- Develop WhatsApp message templates in accordance with Meta's policies.
- Create effective WhatsApp communication flows and automated sequences.
- Segment databases based on customer profile, source, interest, location, service requirement and buying stage.
- Develop personalized WhatsApp campaigns rather than sending generic bulk messages.
- Track:
- Delivery rate
- Read rate
- Response rate
- Click-through rate
- Lead qualification
- Conversion rate
- Revenue generated
- Continuously optimize WhatsApp campaigns based on performance data.
3. WhatsApp Automation & Integration
The candidate should understand how WhatsApp can be integrated with marketing and sales systems.
Experience with tools/platforms such as:
- WhatsApp Business API
- Meta WhatsApp Cloud API
- Interakt
- WATI
- AiSensy
- Gallabox
- Zoko
- Gupshup
- Make
- Zapier
- CRM platforms
will be an advantage.
Responsibilities:
- Build automated WhatsApp workflows.
- Integrate WhatsApp with CRM and lead-management systems.
- Automate lead acknowledgement and follow-ups.
- Create automated lead nurturing sequences.
- Set up trigger-based communication.
- Connect Meta Lead Ads → CRM → WhatsApp → Sales Team.
- Automate lead assignment and notifications wherever possible.
- Build workflows for abandoned/inactive leads.
- Work with the sales team to ensure WhatsApp leads are followed up properly.
- Identify opportunities to reduce manual follow-up through automation.
4. Lead Nurturing & Conversion
The candidate will be responsible not just for generating leads but for helping convert them.
- Develop lead nurturing journeys for leads that do not convert immediately.
- Create WhatsApp follow-up sequences based on lead stage.
- Develop different communication strategies for:
- Hot leads
- Warm leads
- Cold leads
- Unresponsive leads
- Lost leads
- Existing customers
- Work closely with the Sales Team to understand lead quality and conversion issues.
- Identify reasons for lead drop-offs.
- Improve lead-to-appointment and lead-to-sale conversion rates.
- Create remarketing campaigns for non-converted leads.
5. Marketing Automation
- Build automated customer journeys across:
Meta → Landing Page → CRM → WhatsApp → Sales → Conversion
- Identify repetitive marketing activities that can be automated.
- Develop automated lead nurturing and reactivation campaigns.
- Coordinate with CRM/technology teams for API and automation requirements.
- Maintain proper tracking of every campaign and customer journey.
6. Analytics & Performance Reporting
The candidate will be responsible for creating and maintaining marketing performance dashboards.
Track and report:
- Marketing Spend
- Leads Generated
- Qualified Leads
- Cost Per Lead
- Cost Per Qualified Lead
- Lead-to-Sale Conversion
- Customer Acquisition Cost
- Revenue Generated
- ROAS
- ROI
- WhatsApp Response Rate
- WhatsApp Conversion Rate
- Campaign-wise performance
- Source-wise performance
- Business-wise performance
Prepare weekly and monthly performance reports with clear insights and recommended actions.
7. Creative & Campaign Strategy
- Work with the creative/content team to develop high-performing ad creatives.
- Identify creative trends and winning communication angles.
- Develop campaign briefs for:
- Static ads
- Reels/videos
- Carousels
- WhatsApp creatives
- Landing pages
- Continuously test different offers, hooks and CTAs.
- Use performance data to guide creative strategy.
8. CRM & Sales Coordination
- Work closely with Sales, Business Development and Operations teams.
- Ensure marketing-generated leads are properly tracked.
- Monitor lead quality and provide feedback to the campaign team.
- Identify gaps between lead generation and sales conversion.
- Ensure accurate attribution of leads and revenue.
- Participate in regular marketing-sales review meetings.
Required Skills & ExperienceMust Have
- 4–8 years of experience in performance marketing.
- Strong hands-on experience with Meta Ads and Google Ads.
- Proven experience in WhatsApp Marketing.
- Practical understanding of WhatsApp Business API / WhatsApp Cloud API.
- Experience with WhatsApp automation and campaign management.
- Strong understanding of lead generation and lead nurturing.
- Experience with CRM and marketing automation.
- Strong analytical and data interpretation skills.
- Experience managing marketing budgets.
- Strong understanding of CPL, CAC, ROAS, ROI and conversion funnels.
Preferred
Experience with:
- Make
- Zapier
- WATI
- AiSensy
- Interakt
- Gallabox
- Gupshup
- Google Analytics 4
- Google Tag Manager
- Meta Pixel
- Conversion API
- Looker Studio
- CRM platforms
- Landing page optimization
Key Performance Indicators (KPIs)
The performance of the candidate will be measured primarily on business outcomes.
Performance Marketing KPIs
- Qualified Leads Generated
- Cost Per Lead
- Cost Per Qualified Lead
- Lead-to-Customer Conversion
- Customer Acquisition Cost
- ROAS
- Marketing ROI
WhatsApp KPIs
- WhatsApp Delivery Rate
- Read Rate
- Response Rate
- Qualified Conversations
- WhatsApp-to-Lead Conversion
- WhatsApp-to-Sale Conversion
- Revenue Generated Through WhatsApp
- Reactivation Rate
Pay: ₹25,000.00 - ₹50,000.00 per month
Benefits:
- Cell phone reimbursement
- Food provided
- Paid sick time
- Paid time off
Work Location: In person
