Performance Marketing Manager

Role Overview

The Performance Marketing Manager will own paid user acquisition for Fast TV across all digital channels. The individual will design, execute, and optimize campaigns to drive app installs, trial activations, and paid subscriptions - with sharp accountability for unit economics including CAC, ROAS, and LTV:CAC ratio. A strong working knowledge of the micro drama or short-video content category, and deep hands-on experience with Meta and Google ecosystems, is essential.

Key Responsibilities

1. Paid Acquisition Strategy and Execution

Own full-funnel performance campaigns across Meta (Facebook, Instagram), Google (UAC, Discovery, YouTube), and programmatic DSPs Plan and manage monthly media budgets with clear CAC, ROAS, and subscription conversion targets Develop and test acquisition strategies specific to the micro drama format - leveraging short-clip hooks, cliffhanger thumbnails, and episodic trailers Run structured A/B tests on creatives, audiences, bid strategies, and landing experiences

2. Meta Ecosystem Ownership

Deep hands-on management of Meta Ads Manager: campaign architecture, audience segmentation (custom, lookalike, interest, broad), and campaign-level budget optimisation (CBO/ABO) Build and iterate on creative briefs aligned to Meta creative best practices: Reels, Stories, and Feed placements Leverage Meta Advantage+ Shopping/App campaigns and monitor signal quality via Conversions API (CAPI) integration Track and action Meta pixel events from app_open to npay_display_success and subscription conversion

3. Google and App Ecosystem Management

Manage Universal App Campaigns (UAC) across Search, Display, Play Store, and YouTube with deep ROAS/CPI optimisation Work with the product and tech team to ensure MMP (AppsFlyer / Adjust) is correctly tracking post-install events Manage Play Store and App Store presence: ASO inputs, screenshot creatives, feature graphics, and rating strategy Monitor app-level quality signals including Day-1/Day-7/Day-30 retention by acquisition cohort.

4. Remarketing and Retention Campaigns

Build and execute re-engagement campaigns for churned and dormant users via Meta Custom Audiences and Google RLSA / Customer Match Set up energetic product ads (DPA)



and app re-engagement flows to activate users who initiated but did not complete paywall conversion Coordinate with the CRM team to align push/email/in-app messaging with paid retargeting for cohort-level reactivation Leverage CleverTap / MoEngage audience exports into paid channels for precision targeting.

5. Analytics, Attribution, and Reporting

Own weekly and monthly performance reporting: spend, installs, activations, paid subscribers, CAC, ROAS, and blended LTV:CAC Manage attribution setup and discrepancy resolution across Meta, Google, MMP, and internal Mixpanel data Build channel-level payback period models and present investment cases for budget reallocation Flag and resolve data quality issues across campaign tracking - UTMs, deep links, postback configuration.

6. Creative Strategy and Production

Coordination Develop data-driven creative briefs based on show-level performance data: opening hook strength, cliffhanger triggers, and genre appeal Brief content and design teams on platform-native ad formats (Reels, YouTube Shorts, 6-second bumpers) Maintain a structured creative testing calendar with clear hypotheses and learning agendas Identify top-performing shows and episodes for use as acquisition hooks, working with the content team on clip selection.

Required Qualifications and Experience

- 4-8 years of hands-on performance marketing experience, with at least 2 years in a mobile-first D2C app or subscription streaming environment.
- Prior experience managing paid campaigns for a micro drama platform, short-video app (MX TakaTak, Josh, Moj), or OTT streaming app is strongly preferred.
- Deep expertise in Meta Ads Manager: campaign structure, creative best practices, audience strategy, and performance diagnostics.
- Strong working knowledge of Google UAC, YouTube ads, and App campaigns with proven track record of CPI and ROAS optimisation.
- Experience with at least one MMP: AppsFlyer, Adjust, or Singular - including postback setup, cohort reporting, and fraud filtering.
- Proficiency with Mixpanel or a comparable product analytics tool for funnel analysis and cohort-level attribution.
- Working knowledge of remarketing platforms: Meta retargeting, Google RLSA/Customer Match,



and programmatic DSPs (DV360, AppNexus)
- Strong analytical capability: comfortable building CAC models, LTV projections, and payback period analysis in Excel or Google Sheets.
- Experience with CleverTap, MoEngage, or equivalent CRM/CEP platforms for audience sync and lifecycle campaign coordination.
- Understanding of subscription monetisation funnels and paywall optimisation in mobile apps.

Preferred Qualifications

- Experience marketing in the micro drama or SVOD category - understanding of content hooks, audience segments, and genre-specific creative performance.
- Familiarity with Windsor.ai or similar multi-touch attribution / marketing data aggregation tools.
- Experience running influencer-amplified paid campaigns (Spark Ads / Whitelisting) on Meta and YouTube.
- Knowledge of App Store Optimisation (ASO) and organic install drivers as a complement to paid strategy.
- Exposure to programmatic video buying on connected TV (CTV) or OTT inventory in India.

Key Performance Metrics (KPIs)

- Tools and Technology Stack
- Cross-Functional Stakeholders
- Content and Creative Teams - campaign creative briefs, clip selection, show-specific hooks.
- Product and Tech - MMP integration, deep link setup, paywall and funnel event tracking.
- Analytics - Mixpanel funnel analysis, subscription revenue attribution, cohort reporting.
- CRM / Lifecycle - audience sync between paid channels and push/email/in-app retention flows.
- Finance - media budget planning, CAC modelling, and channel-level P&L; review.
- External Agencies - UA agency management, creative production partners, programmatic DSP partners.

What "Great" Looks Like in This Role

- Brings a tested playbook for scaling micro drama or short-video content on Meta and Google.
- Can independently diagnose CAC deterioration - whether it is a creative fatigue, audience saturation, or funnel conversion issue.
- Proactively identifies the gap between MMP, Meta, and Mixpanel attribution and proposes a reconciliation framework.
- Uses show-level content performance data to inform which episodes and hooks to use in acquisition creatives.
- Treats creative as a performance lever, not a design exercise - briefs, tests, and iterates with velocity.
- Builds relationships across content, product, and analytics to get things done without hierarchical approval at every step.

📌 Performance & Growth Marketing (Noida)
🏢 Hungama
📍 Noida