About Mookuthi

Mookuthi is a heritage-inspired luxury jewelry brand rooted in South Indian craftsmanship, blending traditional piercing artistry with contemporary design. Our business spans three distinct customer journeys — a D2C e-commerce experience, an in-person Chennai flagship studio for consultations and piercings, and The Mookuthi Show, a traveling multi-city luxury experience. We're looking for someone who understands that a "conversion" doesn't always mean an add-to-cart — sometimes it's a booked studio appointment, a WhatsApp consultation, or a walk-in at a pop-up in a new city.

Role Overview

We are looking for a data-driven, creative, and full-funnel Performance Marketing Manager to own paid acquisition, lead generation, and omnichannel growth across our three core business verticals: E-Commerce, Studio Appointments (Chennai Flagship), and The Mookuthi Show.

Unlike typical performance roles focused solely on online add-to-carts, this role demands an understanding of high-ticket luxury buying behaviors. You will be responsible for turning digital engagement into qualified leads, online checkouts, in-person studio walk-ins, and event turnouts — and for connecting the dots between online spend and offline revenue.

Key Responsibility

- Strategize, launch, and manage paid acquisition campaigns across Meta Ads, Google Search, Performance Max, and Retargeting networks.
- Build mid-funnel lead campaigns for high-ticket items (e.g., virtual styling and 1-on-1 video consultations via WhatsApp/Calendly).
- Optimize online conversion rates (CRO) in partnership with the design and tech teams to reduce purchase friction around size, fit, and orientation.
- Manage direct ROAS, Customer Acquisition Cost (CAC), and Average Order Value (AOV) across domestic and international markets.




- Build and manage geotargeted campaigns to drive high-intent appointments for studio visits and traditional piercing consultations.
- Implement Click-to-WhatsApp and Meta/Google Lead Forms to capture and pre-qualify prospective walk-ins.
- Partner with the studio team to integrate offline conversion tracking (Meta CAPI / Google Offline Conversions) with store POS data to track true footfall ROAS.
- Plan and execute 21-day performance promotional sprints for traveling shows in target cities/states.
- Generate qualified event RSVPs through city-level targeted campaigns, qualifying leads based on interest, intent, and preferred time slots.
- Build and maintain automated WhatsApp/SMS nurture flows to drive high event attendance rates.
- Execute post-show retargeting campaigns to convert attendees who browsed on-site into online post-event buyers.
- Own end-to-end attribution: Google Tag Manager, Meta Pixel, Conversions API (CAPI), and GA4 setups.
- Set up and manage CRM integrations (e.g., Wati, Interakt, or HubSpot) for automated lead qualification and appointment reminders.
- Collaborate closely with the creative team to produce high-converting, luxury-aligned ad formats (macro product footage, face-shape styling reels, storytelling).
- Conduct continuous A/B testing on audiences, creative hooks, lead forms, and landing page layouts.

Performance Metrics Business Vertical, Key Performance Indicators (KPIs),



E-CommerceEcomm ROAS, Cost Per Virtual Consultation Lead, AOV, Online CACChennai StudioCost Per Appointment Lead, Lead-to-Walk-in Rate (%), Cost Per In-Store AcquisitionThe Mookuthi ShowCost Per Verified RSVP, Event Attendance Rate (%), Overall Event ROAS / Revenue per City

Requirement & Qualification

- Experience: 3+ years in performance marketing or growth roles, ideally with luxury brands, fine jewelry, high-ticket D2C products, or premium experience brands.
- Platform Mastery: Hands-on experience managing budget on Meta Ads Manager, Google Ads (Search, Shopping, PMax, YouTube), and WhatsApp marketing tools.
- Analytics & Tech Stack: Proficient in Shopify, GA4, Google Tag Manager (GTM), Meta CAPI, and WhatsApp automation platforms (Wati, Interakt, etc.).
- Data + Creative Mindset: Ability to analyze campaign data, write compelling ad copy, and give actionable feedback to creative teams without diluting brand equity.
- Understanding of Luxury Consumers: Intuitive understanding of South Indian heritage, high-net-worth consumer behaviors, and luxury purchasing journeys.

Preferred Skills

- Basic understanding of CRM automation workflows.
- Prior experience managing performance for pop-up events or multi-city physical retail stores.

Why Join Mookuthi

- You'll own performance marketing for a brand where every "lead" is a real person walking into a studio, boarding a flight to attend a show, or making a considered, high-value purchase — not just a data point in an ad account. This is a rare chance to build a full-funnel growth function from the ground up across e-commerce, retail, and experiential marketing, at the intersection of heritage craft and modern brand-building.

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