Performance Marketing: Senior Associate
Company Overview
Asaya is a direct-to-consumer (D2C) skincare brand formulated specifically for melanin-rich Indian skin. The brand offers clinically and dermatologically tested, high-performance products targeting hyperpigmentation, acne, dullness, dehydration, and sun protection. Asaya celebrates the full spectrum of Indian skin tones by placing melanin at the center of skincare rather than treating it as an afterthought.
Job Summary
The Senior Associate in Performance Marketing will own a defined segment of paid media campaigns across Meta and Google platforms, managing budgets, targets, and outcomes. This role demands high ownership and accountability in a fast-paced startup environment, with a focus on delivering measurable results and maintaining execution quality.
Responsibilities
- Manage end-to-end performance marketing campaigns on Meta (including Advantage Shopping Campaigns, Sales, Awareness, Catalog) and Google (Search, Shopping, Performance Max, YouTube, Display), including budget allocation and achieving ROAS (Return on Ad Spend) and CAC (Customer Acquisition Cost) targets.
- Develop and optimize full-funnel marketing strategies covering Top of Funnel (TOF), Middle of Funnel (MOF), and Bottom of Funnel (BOF) stages, with daily optimizations and proactive management of frequency, saturation, and creative fatigue.
- Design and execute a documented testing roadmap across creatives, audience segments, bidding strategies, and landing pages; rapidly scale successful tests and discontinue underperforming ones.
- Collaborate with creative teams by providing data-driven briefs to enhance campaign effectiveness.
- Prepare and maintain insight-driven daily, weekly, and monthly reports; reconcile platform data with Shopify sales; and ensure ownership of UTM parameters and tracking hygiene.
- Ensure error-free campaign setup and quality assurance, maintain clean execution during sales periods, and document every significant change.
Qualifications
- Minimum 2 years of hands-on experience managing Meta and Google Ads campaigns with meaningful budgets.
- Strong understanding of funnel strategy, attribution models, and key performance metrics such as CAC, ROAS, Conversion Rate (CVR), and Average Order Value (AOV).
- Proficiency in Google Analytics 4 (GA4) and Excel or Google Sheets.
- Experience with Shopify is a plus.
- Detail-oriented, structured, and able to remain calm under pressure.
- Experience working with D2C brands or agencies is strongly preferred.
Preferred Skills
- Experience scaling D2C brands during sale periods.
- Exposure to additional platforms such as Reddit, TikTok, Snapchat, Criteo, or Over-The-Top (OTT) media.
- Interest in skincare, beauty, or wellness industries.
Experience
- At least 2+ years of relevant experience managing paid media campaigns on Meta and Google platforms.
- Experience in D2C brand marketing or agency environments is highly desirable.
Environment
- Location: Whitefield, Bangalore.
- Work Setting: Onsite role in a fast-paced startup environment.
Accountability Standards
- Own campaign performance metrics and proactively report progress, risks, and recovery plans.
- Identify and flag issues immediately with proposed solutions.
- Support all decisions related to scaling, pausing, or restructuring campaigns with data.
- Maintain a closed-loop process by documenting every test and sharing learnings.
Who Will Thrive Here
Candidates who treat the marketing budget as their own, proactively identify and resolve problems, and contribute strategic viewpoints without waiting for direction will excel in this role.
