Head of Performance Marketing

Company Overview

Not specified

Job Summary

The Head of Performance Marketing will spearhead the organization’s digital acquisition initiatives, focusing on designing and executing sophisticated campaign strategies across multiple digital platforms. This role is pivotal in driving new customer acquisition, optimizing marketing expenditure, and establishing scalable systems that adapt to the rapidly evolving digital advertising landscape. The candidate will collaborate closely with senior leadership to meet aggressive growth objectives through innovative performance marketing techniques, with a particular emphasis on offline-conversion models and advanced attribution systems.

Responsibilities

• Design and oversee campaign architecture for platforms such as Meta (Facebook, Instagram), Google Ads, YouTube, and other digital channels, ensuring alignment with the latest platform updates, features, and best practices.
• Lead experimentation initiatives by designing structured A/B tests, developing new acquisition strategies from scratch, and staying ahead of platform evolution to maximize campaign effectiveness.
• Manage media planning and budget allocation across various platforms, campaign types, and geographic regions, making data-driven decisions based on marginal Customer Acquisition Cost (CAC) and overall business outcomes.
• Own attribution and measurement systems, including managing server-side conversion tracking, offline conversion imports, and building comprehensive measurement frameworks that connect ad exposure to offline outcomes.
• Lead and develop the marketing team, fostering a culture of experimentation, measurement, and continuous learning, while creating Standard Operating Procedures (SOPs) and decision frameworks to support scalable growth.
• Collaborate with cross-functional teams to ensure marketing strategies are integrated with overall business objectives and operational capabilities, facilitating seamless execution and reporting.

Qualifications

• 8-14 years of experience in performance marketing, with at least 4 years in lead-generation or appointment-driven industries such as healthcare, education, financial services, or wellness.
• Proven expertise managing Meta Ads campaigns with a monthly spend of ₹1 crore or more.
• Deep understanding of the post-2024 Meta advertising landscape, including Advantage+ campaigns, Andromeda, GEM, Lattice, Sequence Learning, and creative-as-the-funnel strategies.
• Strong media planning skills, capable of allocating budgets efficiently across platforms, campaign types, and geographies based on performance metrics.
• Expertise in Conversions API (CAPI), server-side conversion tracking, and offline conversion import processes.
• Experience managing P&L with a monthly advertising budget of ₹50 lakh or more.
• Educational qualifications: Bachelor’s degree or higher in relevant fields such as Marketing, Business, or related disciplines.

Preferred Skills

• Experience working with healthcare clinic chains, diagnostic labs, or similar multi-location service providers.
• Knowledge of demand generation versus lead generation strategies.
• Ability to develop and implement scalable SOPs and decision frameworks.
• Strong analytical skills with a focus on blended CAC, MER, and attribution modeling.
• Familiarity with creative testing frameworks and forecasting techniques.

Experience

• Minimum of 8 years in performance marketing, with a focus on offline-conversion models.
• Demonstrated success in managing large-scale advertising budgets and leading high-performing teams.
• Proven track record of building or significantly enhancing performance marketing systems within complex, multi-location businesses.

Environment

• Location: Mumbai, India (full-time)
• Environmental conditions: Fast-paced, dynamic environment requiring strategic thinking, adaptability to platform changes, and continuous innovation in marketing approaches.

Note: Salary, benefits, and growth opportunities are not specified.