GM-Performance Marketing Lead

Role

Performance Marketing Lead

Job Level/ Designation

M3

Function / Department

Digital & Partnerships, Corporate Marketing

Location

Mumbai

Job Purpose

This role is part of the Growth Marketing Team at Vi, responsible for driving & delivering the overall digital growth strategy, encompassing customer growth through profitable new customer acquisition and driving recruitment for various business / product lines to deliver the desired revenue outcomes. Overall responsibility of the team involves understanding & optimising the entire customer lifecycle or AARRR - Acquisition, Activation, Retention, Referral, Revenue; end-to-end ownership of the business outcomes from all digital channels – own, social & others, ensuring they are aligned to the digital vision and delivering maximum value to the wider business.

This role is focused on driving performance marketing efforts as part of the overall growth strategy, to deliver desired outcomes on customer acquisition & recruitment / sales for various product / business lines, through effective & efficient digital marketing campaigns.

Key Result Areas/Accountabilities

• Drive & deliver new customer acquisition on digital. Responsible for scaling digital acquisitions for the company through paid marketing, content marketing & partnerships.
• Own the overall growth strategy, ensuring that all marketing efforts align with the company's user acquisition and retention goals.
• Lead formulation of data-driven growth strategies for the paid marketing channels, driving measurable results at every stage of the customer journey - from awareness to activation, retention, and re-engagement.
• Responsible for driving performance marketing campaigns & delivering desired campaign outcomes.
• Work with creative and marketing teams to test strategies and innovation.
• Deliver quantifiable improvements in ROI and cost per conversion (CPA) across all channels. Analyze user behavior and funnel performance, providing actionable insights to optimize conversion rates, retention & RoI.
• Manage a campaign budget and allocate resources across campaigns to maximize growth and ensure cost-effective marketing initiatives.
• Partner with the product and customer teams to build campaigns targeting & acquiring from different customer segments as required.

Core Competencies, Knowledge, Experience

• Proven experience in growth marketing, with a track record of building, scaling acquisition campaigns with a strong focus on RoI.
• Significant hands-on experience with a strong focus on user acquisition, retention, and lifecycle marketing, for a reputed brand.
• Strong understanding of digital marketing channels including paid ads, email, SEO, content, and social media.
• This role demands a strategic thinker with strong analytical capabilities and a demonstrated ability around data-driven decision making - ability to analyze and leverage user data to identify opportunities, optimize marketing efforts and drive ROI.
• Understanding of all the available performance marketing tools, campaign modules across all large & emerging platforms; SEM, Native Ads, Display Advertising, PPC, Marketing Automation, Reporting, etc.
• In-platform execution experience setting up campaigns in Meta Ads Manager, Google Ads, Google Adwords, and the likes.
• SEO Knowledge: Understanding of search engine optimization (SEO) to create content that ranks well in search results.
• Excellent communication skills with the ability to collaborate cross-functionally and influence stakeholders.
• Excellent business acumen, with an in-depth understanding of the contribution of the overall digital strategy to the wider business strategy
• Deep understanding of the evolving digital world from both the demand and supply perspective

Must have technical / professional qualifications

• Bachelor’s / Master’s Degree in Design, Marketing, Computer Science, Information Systems or other related field
• 5+ years of business experience in digital marketing, content design
• Creative thinking
• Risk-taking, entrepreneurial management style, ability to navigate in uncertainty and being adaptive.
• Excellent analytical, strategic conceptual thinking and consulting skills
• Experience with marketing automation tools and CRM systems is a plus.
• Certifications in Google Ads, Meta Blueprint, or related fields are preferred.

Years of Experience

6+ years working experience

Industries to look from

Advertising, eCommerce, Digital Start-ups, FMCG, Digital Marketing Agency

Ideal Organizations to look from

Direct reports

none