Experience: 5+ years of hands-on experience in Performance Marketing

Employment Type: Full-Time

Work Location: In-Office

About the Role

We are looking for a Senior Performance Marketing Specialist with strong hands-on experience in Meta Ads and e-commerce marketing.

This person will be responsible for managing the paid acquisition side of the business, with Meta Ads as the primary channel. You will be expected to take ownership of campaign strategy, execution, optimization, scaling, reporting, and overall paid-media performance.

We are looking for someone who understands that good performance marketing is not just about getting a low CPC or high CTR. The focus should be on generating profitable sales, acquiring the right customers, and finding sustainable ways to scale the business.

The role will work closely with the Digital Marketing, Creative, Content, and Management teams.

Key Responsibilities1. Own Meta Ads From Strategy to Execution

- Take complete ownership of the brand's Meta advertising account and paid-media strategy.
- Plan campaigns according to business goals, product margins, customer acquisition targets, and available budget.
- Build and manage campaigns for e-commerce sales, lead generation, remarketing, and other relevant objectives.
- Decide how the account should be structured based on the product, audience, funnel, and campaign objective.
- Manage campaigns across Facebook and Instagram.
- Review account performance regularly and make decisions on what to scale, maintain, restructure, test, or stop.
- Keep the account organized and maintain clear naming, campaign structures, audiences, creatives, and reporting.

1. Audience & Customer Strategy

- Develop audience strategies for both new customer acquisition and retargeting.
- Work with broad targeting, Custom Audiences, Lookalikes, website visitors, customer lists, purchasers, product viewers, video viewers, and social engagers where relevant.
- Use first-party customer data to improve targeting and customer acquisition.
- Understand the difference between high-intent and low-intent audiences.
- Monitor audience saturation, frequency, and changes in audience quality.
- Adjust targeting based on actual campaign and customer data rather than relying on assumptions.

1. Creative Strategy

At a senior level, the candidate should be able to tell the creative team what needs to be tested and why.





- Develop creative testing plans based on product, customer behavior, and campaign performance.
- Identify strong hooks, angles, offers, benefits, objections, and messaging opportunities.
- Work with designers, video editors, UGC creators, and content teams to produce new ad creatives.
- Test different formats such as UGC, Reels, product demonstrations, testimonials, static ads, and other suitable formats.
- Analyze creative performance and identify fatigue before it significantly affects campaign results.
- Turn winning creative insights into new variations rather than repeatedly using the same ad.
- Maintain a consistent pipeline of new creative ideas and tests.

1. Performance Analysis & Optimization

The candidate should be able to look at an account and understand where the problem actually is. Monitor and analyze metrics including:

CPM | CTR | CPC | Frequency | Landing Page Views | Add to Cart | Checkout | Purchases | CPA | CAC | ROAS | Revenue | AOV The candidate should be able to investigate situations such as:

- CPM increasing unexpectedly.
- CTR falling while CPM remains stable.
- Good CTR but poor conversion rate.
- Good conversion rate but poor ROAS.
- Rising CPA despite stable traffic.
- Strong ROAS but insufficient purchase volume.
- A previously successful creative suddenly declining.
- Retargeting becoming expensive because of audience saturation.

Optimization decisions should be based on data, customer behavior, economics, and the overall funnel, not on one metric in isolation.

1. Budget Management & Scaling

- Manage daily, weekly, and monthly advertising budgets.
- Decide where budget should be increased, reduced, or reallocated.
- Build controlled scaling plans for winning campaigns, products, audiences, and creatives.
- Understand the difference between scaling spend and scaling profitable revenue.
- Monitor CAC, CPA, ROAS, AOV, conversion rate, and contribution margin where data is available.
- Prepare budget forecasts and expected performance scenarios.
- Identify when performance is limited by budget, audience size,



creative volume, offer, or conversion rate.
- Make scaling decisions without sacrificing the overall economics of the business.

1. Tracking, Measurement & Attribution

Robust tracking knowledge is required for this role.
- Manage and troubleshoot Meta Pixel/Dataset and Events Manager.
- Understand events such as View Content, Add to Cart, Initiate Checkout, Purchase, and Lead.
- Work with Conversions API (CAPI) and understand the role of server-side event tracking.
- Check whether important events are being received correctly and consistently.
- Work with developers or technical teams when tracking issues need to be resolved.
- Investigate differences between Meta, GA4, Shopify, CRM, and backend data.
- Understand that platform-reported conversions and revenue are not always directly comparable.
- Use reliable first-party and business data when making major budget decisions.
- Work with GA4 and Google Tag Manager where required.

1. E-commerce Funnel & Conversion Optimization

Meta Ads cannot be evaluated separately from what happens after the click. Work with the relevant teams to understand:

Ad → Product/Landing Page → Add to Cart → Checkout → Purchase

Identify potential problems with

- Product positioning
- Offer and pricing
- Landing-page messaging
- Product information
- Reviews and trust signals
- CTA
- Checkout experience
- Mobile experience

Use available data from GA4, Shopify, Microsoft Clarity, Hotjar, and advertising platforms to support recommendations. The Performance Marketing Specialist should be able to identify whether poor performance is actually an ad problem or a post-click conversion problem.

1. Testing & Experimentation

Maintain a structured testing process rather than making random changes to campaigns.

Tests may include

Creative

- New hooks
- New angles
- UGC
- Testimonials
- Product demonstrations
- Offers
- Different formats

Audience

- Broad
- Lookalikes
- Custom Audiences
- Retargeting
- First-party audiences

Campaign

- Budget allocation
- Campaign structure
- Optimization settings
- Prospecting vs retargeting approaches

Landing Page

- Headlines
- Offers
- CTAs
- Trust elements
- Page messaging

Every meaningful test should have a clear: Hypothesis → Test → Result → Learning → Next Action

Pay: ₹40,000.00 - ₹70,000.00 per month

Work Location: In person

📌 Meta Ads-Senior Performance Marketing Specialist (Indore)
🏢 Indiyaa Distribution Network
📍 Indore