Performance Marketing Manager

Role & responsibilities

1. Direct Demand & Growth Execution

• Search Engine Marketing (SEM):

  Plan and scale aggressive SEM and Performance Max (PMax) campaigns. Target high-intent queries (Outstation, Airport Transfers, One-way Drops) while minimizing "bleeding" through rigorous search term audits.

• KPIs:

  Impression Share (Top of Page), Conversion Rate (CVR), CPA (Cost Per Action).

• App Campaign Leadership (UAC):

  Lead Universal App Campaigns (UAC) for Android and iOS. Move beyond simple "Installs" to optimize for high-value in-app events like "Booking Confirmed" and "First-time User Transactions."

• KPIs:

  CPI (Cost Per Install), Cost per First Booking, D1/D7/D30 User Retention.

2. Strategy & Data Foundation

• Data Analytics & Infrastructure:

  Leverage GA4, Google Tag Manager, and Mobile Attribution tools (e.g., AppsFlyer/Firebase) to architect a "source of truth" for the user journey. Implement advanced tracking to distinguish between web-to-app and direct-to-app conversions.

• KPIs:

  Data Accuracy %, Tagging Coverage, Attribution Model Stability.

• Strategic Budget Management:

  Oversee and efficiently allocate multi-crore marketing budgets across UAC, SEM, and Social. Balance spend between high-intent "Always-on" campaigns and high-growth seasonal peaks (e.g., summer vacations, festive travel).

• KPIs:

  Total ROAS (Return on Ad Spend), CAC (Customer Acquisition Cost) vs. LTV (Lifetime Value).

3. Channel & Lifecycle Management

• Multi-Channel Visibility:

  Manage paid social (Meta, Instagram, X) to create "top-of-funnel" desire for road travel. Use retargeting to re-engage users who abandoned the booking funnel or checked specific inter-city routes.

• KPIs:

  Click-Through Rate (CTR), Cost Per Lead (CPL), Blended CAC.

• App Lifecycle & Engagement:

  Develop cross-channel integrations to boost app downloads and engagement. Partner with CRM teams to use paid signals for better push notification and in-app promotion targeting.

• KPIs:

  App Store Ranking, Monthly Active Users (MAU), Re-engagement Conversion Rate.

4. Optimization, Innovation & Collaboration

• Testing & Creative Excellence:

  Continuously A/B test ad copy, visual creatives, and landing pages. Explore emerging AI-bidding strategies and local search (Map-based) ads to stay ahead in the competitive travel market.

• KPIs:

  Incremental Lift %, Creative Performance Score, Test Success Rate.

• Cross-Functional Partnership:

  Collaborate with Product, Operations, and Content teams to align marketing spend with vehicle availability and brand messaging.

• KPIs:

  Fleet Utilization Rate (via Marketing Support), Brand Search Volume Growth.

Preferred candidate profile

• Educational Background:

  Engineering,Business Administration, Digital Marketing, or a related field. Postgraduate qualification is a plus.

• Experience:

  3-7 years of proven experience in performance marketing, with hands-on expertise in managing UAC, Google Ads (Search & PMax), SEM/PPC, and app install campaigns. Prior experience in travel, e-commerce, or mobility sectors is highly preferred.

• Technical Proficiency:

  Strong command over Google Ads, Google Analytics, Google Tag Manager, Facebook Ads Manager, and app analytics tools. Certifications in Google Ads or similar are advantageous.

• Analytical Skills:

  Excellent ability to interpret data, derive insights, and optimize campaigns for measurable results (e.g., reducing CAC, improving ROAS).

• Strategic & Goal-Oriented:

  Proven track record of developing and executing strategies that achieve KPIs like app installs, bookings, and revenue growth.

• Communication & Collaboration:

  Strong verbal and written communication skills; ability to present insights clearly and work effectively in a team-oriented environment.

• Problem-Solving & Adaptability:

  Creative approach to challenges, quick to adapt to algorithm changes, platform updates, and shifting market dynamics.

Other Traits: