Sr. Performance Marketing Manager

Role Summary

Own profitable growth for premium / luxury fashion brands across Meta and Google. You’ll architect full-funnel acquisition and retention strategies, lead a small pod (ads + creative + analyst), and turn brand narratives into measurable revenue—without compromising brand equity.

What You’ll Do (Key Responsibilities)

Strategy & Planning

Build brand-wise growth plans : TAM, ICPs, funnel architecture (TOFU / MOFU / BOFU), channel mix, and budget phasing by season / collection.

Translate brand stories (couture, demi-couture, bridal, pret) into audience frameworks, offers, and creative messaging.

Meta (Facebook / Instagram)

Design and scale full-funnel structures (prospecting, re-engagement, retargeting) using best-practice account simplification.

Deploy and iterate ad types : video, reels, collection, carousel, catalog sales / ASC, lead-gen (for couture consults), IG shopping.

Set up measurement foundations : pixel / CAPI, event mapping, deduplication, and signal quality improvement.

Creative system : write briefs, concept hooks, thumb-stoppers, and UGC / directorial assets; run structured creative tests.

Google (Search / Shopping / YouTube / Discovery)

Own Merchant Center + feed hygiene for high-AOV catalogs (variants, availability, GTIN, rich attributes).

Architect Performance Max + Search synergy; isolate branded vs non-branded; build luxury-aligned query maps and negatives.

Plan YouTube for reach / consideration (drops, runway films, craftsmanship stories) and Discovery for upper-mid funnel scale.

Revenue & Unit Economics

Set contribution margin guardrails by brand : target CAC, MER / ROAS by funnel stage, payback windows, return rate impact.

Partner with site / CRM to lift AOV and conversion rate (bundles, PDP content, shipping thresholds, 1-click / Upsell).

Leadership & Collaboration

Lead a cross-functional pod (Ads Manager(s), Creative Strategist, Analyst). Mentor, review, and upskill.

Partner with Brand Managers, Merchandising, and Studio to align calendars : launches, drops, restocks, events.

Measurement & Reporting

Build actionable dashboards (weekly / monthly) : channel-wise P&L, cohort / LTV, creative leaderboards, product-level ROAS.

Run weekly growth rituals : hypothesis → test → readout → scale / kill decisions, with pre-defined success thresholds.

Must-Have Experience

4–8 years in performance marketing with proven high-AOV e-commerce (₹8k–₹50k+ ticket sizes or equivalent).

Scaled Meta revenue with durable MER / ROAS; hands-on with CAPI, event setup, catalog sales, Advantage+ ecosystem.

Scaled Google across PMax, Search (exact / phrase strategy), Shopping feed optimization, YouTube for action.

Shopify (or equivalent), GA4, GTM, Looker Studio; strong with UTM hygiene and controlled experiments.

Luxury / fashion context : seasonal calendars, size / fit returns, limited-drop dynamics, and brand-safe creative instincts.

Leadership : managed 2–5 direct reports, agency or in-house; hiring, training, QA, and career progression.

Nice to Have

Klaviyo / CRM collaboration (flow triggers from ads), feed tools (e.g., DataFeedWatch), product analytics, and CRO tooling.

Experience with international scaling (MENA / US / UK), multi-currency, and geo-specific compliance.

Skills & Behaviors

Commercial acumen : speaks P&L, understands contribution margin and inventory realities.

Creative strategy : converts insights into briefs; knows what wins on Reels / Shorts / YouTube and in luxury ad copy.

Analytical rigor : comfort with cohort / LTV, incrementality, and clean test design.

Ownership : bias to action; sleeves-rolled-up execution with leadership presence.

Stakeholder management : clear, calm communication with founders and brand leads.

Success Metrics (KPIs)

Channel MER and blended ROAS within guardrails for each brand.

CAC vs payback targets by cohort; improvement in LTV : CAC ratio.

% revenue from new-to-brand ; AOV lift; CVR lift on paid sessions.

Creative velocity : # tests / week, win rate, and cost-per-creative-learn.

Data quality : event match quality, CAPI share, feed health, tracking integrity.

Team outcomes : QA pass rate, on-time launches, pod satisfaction scores.