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Sr. Performance Marketing Manager

Sr. Performance Marketing Manager

Growify DigitalNew Delhi, Delhi, India
2 days ago
Job description

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.
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