Job Title: Performance Marketing Manager (Mobile App Growth)

Company: Katyayani Organics

Location: Bhopal (on-site, 6 days a week)

Experience: 5+ years in performance marketing, at least 3 years running app growth at scale

Department: Marketing

About Katyayani Organics

Katyayani Organics is one of India's fastest-growing agri-input brands, serving lakhs of farmers through our own D2C app, Katyayani Krishi Direct, and our website. We sell crop protection, crop nutrition and organic products directly to farmers in Hindi and eight regional languages, and our app is the largest revenue channel in the business. We are now scaling into the next season and need someone who can grow it profitably.

The Role

You will own paid growth for the Katyayani Krishi Direct app and website across Google and Meta, with a monthly budget that runs into crores. The job has two halves that matter equally: squeezing more return out of every rupee we already spend, and finding the next lever that takes revenue to the next level. You will be measured on revenue and ROAS, not on installs or clicks.

What you will do

- Own the full paid funnel for the app and website: acquisition (installs), engagement and remarketing, on Google App Campaigns, Google Search/PMax and Meta (including Advantage+ app campaigns).
- Plan and manage a monthly budget of Rs 1 Cr or more, deciding the split between acquisition and remarketing and moving it as the season, CPI and ROAS change.
- Optimise campaigns every few days, not every few weeks: cut what is not returning, scale what is, and be able to explain every budget move with numbers.
- Track the metrics that matter: ROAS, CAC, CPI,



install-to-purchase conversion, cohort revenue and LTV, by campaign, state, language and product.
- Reconcile ad platform numbers with actual revenue (Shopify / backend orders) and fix attribution gaps. You should know when a platform is over-reporting.
- Plan for agri seasonality: scale ahead of peak seasons, protect efficiency in off-seasons, and build monthly and seasonal plans that work back from revenue targets.
- Build full funnels (TOFU to BOFU plus remarketing) for both the app and the website, and run structured experiments on audiences, bidding, creatives and landing flows.
- Brief the content team on creatives for each product, language and region, and run creative testing with explicit win and kill rules.
- Find new growth opportunities proactively: new states, languages, products, channels and audiences. Bring them with a plan and a business case.
- Share a regular performance report with the leadership team, written plainly: what happened, why, and what you are changing.

What we are looking for

- 5+ years in performance marketing, with at least 3 years scaling a consumer mobile app (installs to purchases, not just installs).
- Has personally managed a monthly ad budget of Rs 1 Cr or more and can talk through how they grew it without losing efficiency.




- Hands-on expertise in Google App Campaigns and Meta app campaigns, plus remarketing and deep linking.
- Very strong with numbers: comfortable with Excel/Google Sheets at an advanced level, cohort analysis, unit economics and building your own reports. SQL or Looker Studio is a strong plus.
- Working knowledge of an MMP (AppsFlyer, Branch or Adjust), Firebase and GA4, and the attribution issues between them.
- A proactive owner: you spot a falling metric before anyone asks, and you come with a fix, not just a report.
- Experience in Bharat-focused or vernacular consumer businesses (agritech, fintech, e-commerce, gaming, edtech) is a strong plus.
- Comfortable in Hindi and English. Experience running campaigns in regional languages is a plus.
- Comfortable using AI tools to speed up analysis, reporting and creative iteration.

What success looks like in your first 6 months
- App ROAS stable or improving while monthly spend grows.
- A clear acquisition vs remarketing budget plan that follows the season, reviewed in 15-day cycles.
- A full funnel live for the website as well as the app.
- A clean weekly performance report that leadership trusts without needing to check the ad accounts.
- At least two new growth levers tested and scaled.

Why join us

- Run one of the largest app ad budgets in Indian agriculture, with direct access to the management.
- Real ownership: your decisions move company revenue, and you will see the results every day.
- A chance to build growth for a brand that reaches farmers across India in their own language.

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