Performance Marketing - Category Lead (1-3 YEARS EXPERIENCE)

Role: Performance Marketing – Category Lead

Ayuvya | Full-Time | On-site

Ayuvya needs a performance marketer who can take direct ownership of one category, understand customer behaviour deeply, and scale revenue. This role demands someone who has worked in-house

The mandate is simple: own the category, grow it fast, keep CAC tight, and build predictable acquisition.

Role Overview

You will manage performance marketing for an entire category, from strategy and funnel design to execution, optimisation, and revenue scaling. You’ll work closely with creative, product, and operations to build cohesive, data-backed growth loops.

Key Responsibilities:

Category Ownership

– Own end-to-end performance marketing for one Ayuvya category

– Define category-specific acquisition strategy based on consumer insights and product behaviour.

– Build and manage full-funnel flows

Campaign Execution

– Run daily campaigns across Meta, Google, YouTube, and discovery surfaces.

– Build, launch, and optimise ad sets, creatives, and audiences for scale and efficiency.

– Pull performance hooks from product benefits, customer reviews, and problem-solution narratives.

-Deep command of targeting architecture, bid control systems, and conversion optimization. Personally planned, executed, and governed monthly ad budgets exceeding 50 lakhs.

Data & Optimisation

– Track and optimise CAC, ROAS, retention, and repeat contribution.

– Run A/B tests on creatives, offers, landing pages, and angles.

– Analyse attribution paths and adjust spend based on actual conversion patterns.

– Work with analytics to build dashboards for your category.

Creative Direction

– Provide sharp, data-backed inputs to the creative team for better ads.

– Identify high-performing formats (UGC, actor-led, doctor-led, ingredient-led, founder-led).

– Source, brief, and guide content creators for category-focused ad content.

Cross-Functional Alignment

– Work closely with product, brand, and content teams to sync campaigns with launches and narratives.

– Align with operations to maintain stock stability for scaling campaigns.

– Coordinate with performance head for budgeting and growth planning.

Market Intelligence

– Track competitor ads, funnels, offers, and angles across the skincare and healthcare space.

– Identify content gaps and use them as opportunities to win market share.

– Keep up with platform shifts, bidding updates, and new optimisation features.

What We’re Looking For

Experience

in-house

skincare, wellness, healthcare, nutraceuticals, or beauty

– Hands-on experience managing Meta + Google ad accounts.

– Exposure to CAC-driven, metric-heavy D2C environments.

Skills

– Strong analytical mindset with comfort in interpreting dashboards and data.

– Ability to translate data into creative directions and decisions.

– Solid understanding of audience psychology for healthcare/skincare categories.

– Ability to manage budgets responsibly and optimise for efficiency.

– Crisp understanding of funnels, attribution, and retargeting logic.

Ideal Profile

– Strategic, but execution-driven.

– Comfortable with daily optimisation and rapid iteration.

– Understands what makes a category scale: hooks, angles, pricing logic, product market fit, retention levers.

– Obsessed with improving CAC, ROAS, and conversion rates.