About the Role
As a Senior Manager — Performance Marketing within our autonomous, geography-focused business unit, you will serve as a primary engine of execution and revenue generation. We do not look for traditional executors; we seek Growth Architects — professionals who view regional business, platform operations and marketing through the lens of data and first-principles thinking.
Operating within a fast-paced, high-velocity pod, you will collaborate cross-functionally to manage localized funnels, scale performance metrics and optimize platform health to hit aggressive top-line and bottom-line targets.
Purpose of the Role
To deliver robust top-line growth and bottom-line margins through disciplined platform execution, targeted audience engagement, data-driven optimization and tight cross-functional coordination. You will treat your functional domain as a system to be architected, tested and scaled.
Key Responsibilities
1. First-Principles Growth & Execution
- Deconstruct complex performance funnels into measurable variables, managing full-funnel activation from new user acquisition to repeat engagement.
- Plan, execute and scale on-app propositions, digital marketing campaigns and sale event constructs end-to-end with absolute precision.
- Optimize live performance daily, utilizing conversion, traffic and margin signals to make real-time programmatic adjustments.
2. New User Acquisition, App Installs & Product Sales
- Own end-to-end acquisition strategy across Google (Search, Shopping, PMax, YouTube, App campaigns), Meta (Advantage+ Shopping, DPA, app install campaigns), Apple Search Ads and programmatic channels.
- Drive app install volume and quality — managing CPI, install-to-purchase conversion rates and post-install engagement metrics using Branch and internal measurement for attribution.
- Scale new-to-platform customer acquisition while maintaining or improving CAC targets; continuously optimize channel mix based on cost-per-retained-customer, not just cost-per-install.
- Build and manage audience strategies — lookalike models, custom audiences, interest-based targeting and broad prospecting. With structured testing to identify high-value acquisition segments.
- Identify and eliminate fraud, low-quality installs and attribution gaming across app install channels.
- Drive product-level sales performance through paid channels. Structuring campaigns around hero SKUs, new launches, category pushes and seasonal sale events.
- Own Shopping and catalog campaign architecture,product feed optimization, Merchant Center management, product set segmentation and dynamic product ad performance.
- Plan and execute media strategy for 10–15 major sale events per year (pre-sale, during-sale, post-sale), managing traffic spikes while protecting CPA and ROAS targets.
- Build performance frameworks that connect ad spend to actual product economics — contribution margin, ROAS adjusted for returns and true cost-per-profitable-order.
3. Budget Management, Performance Analytics & Platform Health
- Make weekly budget allocation decisions across channels based on performance data. Reallocate aggressively from underperforming channels to high-efficiency opportunities.
- Set and track acquisition KPIs: CAC, CPI, Cost per First Purchase, D30 Repurchase Rate by acquisition channel, ROAS, contribution margin adjusted ROAS and new customer percentage.
- Present weekly and monthly performance reviews to leadership with clear diagnosis, not just reporting explain why metrics moved and what you're doing about it.
- Own end-to-end tracking of critical performance trends, identifying user cohort trends and operational gaps.
- Translate localized consumer and market analytics into actionable assortment, campaign targeting and activation decisions.
- Maintain strict focus on system stability, aggressively flagging and fixing operational gaps, pricing mismatches, or delivery supply risks.
4. Cross-Functional Collaboration & Supply Operations
- Partner with the creative team to build a structured testing pipeline — brief creative assets, define testing hypotheses and measure creative impact on acquisition efficiency.
- Coordinate with product and analytics teams on conversion tracking, attribution setup and measurement infrastructure — own the accuracy of the data you're optimizing against.
- Collaborate with category and supply chain teams to align campaign intensity with inventory availability avoid promoting products that are out of stock or overpromoting SKUs that create downstream inventory problems.
- Collaborate with the category team on pricing, promotions and assortment decisions that affect campaign performance ensuring marketing investments align with margin targets, not just volume goals.
- Design and execute high velocity A/B tests or activation changes with statistical rigor, ensuring every modification is heavily data-backed.
- Manage a structured activation and marketing calendar that flows seamlessly alongside macro events and business priorities.
What You'll Be Measured On
Primary Metrics
Cost per First-Time Customer: What we pay to acquire a new buyer, tracked by channel
App Install Volume & Quality: Install count, install-to-purchase rate, post-install engagement
New Customer GMV Contribution:Revenue generated specifically by first-time buyers
Channel-Level ROAS: Return on ad spend adjusted for returns and product margins
D30 Repurchase Rate: Share of acquired customers who buy again within 30 days, by channel
Secondary Metrics
First-Order AOV by Channel: Average basket size of new customers from each acquisition source
New vs. Returning Customer Mix: Share of orders from first-timers vs. repeat buyers
Creative Testing Velocity: Number of creative hypotheses tested per week and win rate
Campaign Contribution Margin: Profit per order after ad cost, COGS and fulfillment
What we won't measure you on: vanity install numbers without quality filters, platform-reported ROAS without backend validation or total order count without customer quality context.
What We Are Looking For
Academic Pedigree
- B.Tech./B.E. from an IIT or other Tier-1 engineering institute, or an equivalent degree with a strong quantitative and analytical focus.
- MBA from a Tier-1 business school is preferred but not mandatory.
Experience & Competencies
- 7+ years of professional experience in high-growth environments like e-commerce, quick commerce, consumer-tech or data/business analytics.
- The Engineer Mindset: Intensely logical and structured. You possess a natural curiosity to understand the "under-the-hood" mechanics of any platform, funnel, or user cohort.
- Hands-on expertise running Google Ads (Search, Shopping, PMax, App campaigns) and Meta Ads (Advantage+ Shopping, DPA, app install campaigns) at meaningful budgets.
- Proven experience driving app installs at scale while maintaining install-to-purchase conversion and post-install quality metrics.
- Strong understanding of product feed management, Merchant Center and catalog ad optimization for e-commerce.
- Technical Savvy: Highly proficient in Excel/Google Sheets with exposure to SQL, BI data visualization tools (Tableau/Looker), or automation workflows.
- Cross-Functional Fluency: Demonstrated comfort and maturity in driving cross-functional alignments with brand, supply chain and central product environments.
- Ownership You have the zeal to build robust processes from absolute zero and the execution resilience required to thrive in a high-velocity, concurrent work environment.
- Track record of managing sale events and promotional campaigns with measurable GMV impact.
Preference
- Experience in beauty, personal care, health, or FMCG categories — understanding of repurchase cycles, seasonal patterns and how beauty consumers discover and buy products online.
- Familiarity with incrementality testing — geo-holdouts, channel-off tests, or lift studies to measure true campaign impact.
- Experience with mobile attribution platforms (AppsFlyer, Branch, or Adjust) — setting up attribution, measuring post-install events and identifying fraud.
- Experience with AI-driven campaign tools (PMax, Advantage+, AI-generated creative) and a clear point of view on where automation helps and where it doesn't.
Good to Have
- Prior regional, hyperlocal, or category management experience within quick commerce, marketplace, or hyper-growth consumer apps.
- Familiarity with app CMS platforms, digital promotion engines, or inventory optimization systems.
- Experience with non-biddable channels — affiliate marketing, influencer performance campaigns, programmatic direct deals.
- Knowledge of CPAS (Collaborative Performance Advertising) or similar marketplace-brand collaborative ad products.
- SQL proficiency for pulling and analysing acquisition cohort data independently.
- Experience building or managing a small performance marketing team (2–5 members).
