Performance Marketing Manager

D2C Websites · India & US

Role snapshot

Title Performance Marketing Manager — D2C Websites (India & US)

Team E-commerce, Smartivity Labs

Reports to Chief of Staff

Location Delhi NCR, full-time

Experience 2–4 years in performance marketing, with ad agency experience

Websites smartivity.in (India) and smartivity.com (US)

Channels Google Ads, Meta Ads, TikTok Ads

About Smartivity

Smartivity is India's #1 STEM toy brand, founded in 2015 by three IIT Delhi engineers. We make screen-free wooden DIY construction kits for kids aged 3–14.

You'll find us on Amazon India, Amazon US, Blinkit, our own websites, and in 3,000+ offline stores across 20+ countries. Our websites, smartivity.in and smartivity.com, are where we build direct relationships with parents and gift buyers.

About the role

You will own paid acquisition for our two D2C websites: smartivity.in for India and smartivity.com for the US. You will run Google, Meta and TikTok ads to grow profitable website revenue, keeping blended ROAS and CAC within target.

This is a hands-on role. You will build and run campaigns yourself, read the data daily, and work closely with the creative, website and leadership teams. It suits someone from an ad agency who wants to own one brand's growth end to end, not just report on accounts.

Key responsibilities

Campaign management

Plan, launch and optimise Google Ads for both sites: Search, Shopping, Performance Max, YouTube and Demand Gen.

Run Meta (Facebook and Instagram) and TikTok campaigns across prospecting, retargeting and catalog ads.

Structure separate accounts, audiences and budgets for India and the US.

Build event plans for Diwali, back-to-school, Black Friday / Cyber Monday and Q4 holiday gifting, then run them live.

Performance and budgets

Own spend, ROAS, CAC, CPA and contribution margin by site, channel and campaign.





Shift budgets across Google, Meta and TikTok weekly based on blended results, margin, stock and seasonality.

Grow new-customer revenue and repeat purchase, not just last-click conversions.

Analytics and reporting

Maintain clean tracking: GA4, Google Tag Manager, Meta Pixel and Conversions API, TikTok Pixel and

Events API, and Shopify integrations.

Publish weekly dashboards and a monthly business review for leadership.

Design and read tests on creatives, audiences, landing pages and bidding.

Cross-functional work

Brief the creative team and UGC creators on ad formats, hooks and a steady pipeline of new creatives, especially short-form video for Meta and TikTok.

Work with the website team on landing pages, offers and conversion rate.

Coordinate with external agencies and tools where used.

Must-have qualifications

2–4 years in performance marketing, including at least 1.5 years at a digital or performance ad agency.

Hands-on management of Google Ads and Meta Ads for D2C e-commerce brands, with meaningful monthly spend.

Experience running campaigns for the US or another international market, not just India.

Strong command of ROAS, CAC, CPA, CTR, CVR, AOV and contribution margin, and how they trade off.

Working knowledge of GA4, Google Tag Manager, Meta Pixel / CAPI and Shopify conversion tracking.

A sharp eye for ad creative and the ability to brief designers and editors on what to make next.

Advanced Excel or Google Sheets, clear written English, and the ability to present numbers to





leadership.

Comfortable working across Indian and US time zones during key events.

Preferred: past experience running D2C ads for the US market.

Hands-on TikTok Ads experience, including Spark Ads and TikTok Shop.

Experience with UGC and influencer creative programs.

Attribution and measurement tools such as Triple Whale, Northbeam or incrementality tests.

Landing page testing tools and CRO experience.

Basic SQL, Looker Studio or Power BI.

Experience in toys, kids, education or gifting categories, where Q4 drives a large share of the year.

What success looks like

First 90 days

Audit Google, Meta and TikTok accounts and tracking for both sites, and present a restructure plan.

Fix tracking gaps so every channel reports purchases accurately.

Set up a weekly dashboard covering spend, revenue, ROAS and CAC by site and channel.

First year

Grow website revenue on smartivity.in and smartivity.com while keeping blended ROAS and CAC within

target.

Scale TikTok into a profitable channel alongside Google and Meta.

Run festive and Q4 holiday campaigns that hit agreed revenue goals.

Build a creative testing system that ships new ads every week.

Smartivity Labs · smartivity.in · smartivity.com 2Performance Marketing Manager — D2C Websites (India & US)

What we offer

Direct ownership of paid growth for two D2C websites, with real budget and decision rights.

Close work with leadership and visibility into how paid media drives the full P&L.;

A product kids and parents love, designed and made in India.

Compensation: Upto 6LPA.

How to apply

Email your application to [email protected].

Pay: From ₹50,000.00 per month

Perks:

- Flexible schedule
- Health insurance
- Leave encashment
- Paid sick time
- Provident Fund
- Work from home

Work Location: In person

📌 Performance Marketing Manager (Delhi)
🏢 Smartivity Labs
📍 Delhi