Location:
Pune (On-site)

Experience:
3-6 Years in Performance Marketing Role Summary: We are looking for a data-driven, results-obsessed Sr. Performance Marketing Executive to plan, execute, optimise, and scale paid marketing campaigns across digital platforms. You will own the end-to-end performance of paid media
- from strategy and campaign setup to budget management, creative testing, analytics, and reporting. Expert in both B2C and B2B market. This is not a 'boost posts and report reach' role. We want someone who lives in dashboards, thinks in CPL and ROAS, can diagnose what's breaking in a campaign
- and who holds themselves accountable to business outcomes, not just platform metrics.

Key Responsibilities
1. Paid Campaign Strategy & Execution
• Plan, set up, and manage performance campaigns across Meta Ads (Facebook & Instagram), Google Ads (Search, Display, YouTube, PMax), and other relevant platforms (LinkedIn, Programmatic, etc.).
• Develop full-funnel campaign strategies
- from awareness and consideration to lead generation and conversion.
• Define campaign objectives, audience segmentation, targeting parameters, bidding strategies, and budget allocation.
• Write or brief ad copy, define creative requirements, and collaborate with the design team to produce high-converting ad creatives.
• Launch, monitor, and optimise campaigns daily
- adjusting bids, budgets, audiences, and creatives based on performance data. 2. Budget Management & ROI Optimisation
• Manage monthly paid media budgets
- allocate spend across platforms, campaigns, and ad sets for maximum ROI.
• Track Cost Per Lead (CPL), Cost Per Acquisition (CPA), Return on Ad Spend (ROAS), and other business-critical metrics.
• Identify underperforming campaigns and reallocate budgets proactively to maximise efficiency.
• Prepare budget utilisation reports and forecasts for weekly and monthly reviews with stakeholders.
• Ensure zero budget wastage
- monitor for ad fatigue, audience overlap,



and frequency issues. 3. Audience & Targeting Strategy
• Build and manage custom audiences, lookalike audiences, retargeting pools, and remarketing lists across platforms.
• Segment audiences by funnel stage, behaviour, demographics, and intent signals for personalised ad delivery.
• Use first-party data (CRM lists, website visitors, past buyers) to create high-intent targeting strategies.
• Continuously test new audience hypotheses and document learnings in a structured testing log. 4. Creative Testing & Conversion Optimisation
• Run structured A/B and multivariate tests on ad creatives, headlines, CTAs, landing pages, and audience combinations.
• Analyse creative performance data
- identify winning formats (static, video, carousel, UGC) and scale what works.
• Collaborate with the design and content teams to brief and iterate creatives based on performance insights.
• Work with the web/tech team to optimise landing pages for conversion
- improve load time, form fill rates, and UX.
• Implement and test lead form ads, click-to-WhatsApp campaigns, and other lead capture formats. 5. Tracking, Analytics & Reporting
• Set up and maintain conversion tracking via Meta Pixel, Google Tag Manager, Google Analytics 4 (GA4), and UTM parameters.
• Build and maintain campaign performance dashboards in Google Looker Studio, Excel, or equivalent tools.
• Deliver weekly and monthly performance reports with insights, observations, and recommended next steps
- not just numbers.
• Analyse the full lead journey
- from ad click to CRM entry to sales outcome




- and optimise for lead quality, not just volume.
• Track attribution across channels and campaigns to understand true contribution to revenue. 6. SEO & Organic Support (Secondary)
• Collaborate with the content team on keyword strategy and paid-organic synergy.
• Support basic SEO tasks
- meta tags, keyword mapping, and content briefs
- where applicable.
• Use Google Search Console and SEMrush/Ahrefs insights to inform paid search strategy. 7. AI-Powered Marketing (Advantage)
• Use AI tools like ChatGPT/Claude for ad copy generation, A/B test ideation, and audience research.
• Leverage platform-native AI features
- Meta Advantage+, Google Smart Bidding, PMax
- with a critical, data-led approach.
• Stay current on AI developments in digital advertising and bring new tools/approaches to the team proactively. Key Skills & Competencies: Technical / Hard Skills
• Deep expertise in Meta Ads, Google Ads & other paid channels.
• Conversion tracking
- Pixel, GTM, GA4 setup
• A/B testing and creative experimentation
• Budget management and ROAS optimisation
• Landing page CRO (Conversion Rate Optimisation)
• Strong Excel / Google Sheets for data analysis
• UTM tagging and attribution modelling Soft Skills & Mindset
• Analytical mindset
- comfortable with numbers daily
• Bias for action
- tests fast, learns faster
• Strong ownership of targets and outcomes
• Clear communication with design, sales, and leadership
• Curiosity
- stays ahead of platform updates and trends
• Cooperative
- works well cross-functionally

Qualifications:
• Graduate / Postgraduate in Marketing, Business, Mass Communication, or a related field.
• 3–6 years of hands-on experience in performance/digital marketing
- agency or in-house.
• Experience in industries like real estate, IT, Telecom. Internet, B2C, or e-commerce is an advantage.

📌 Sr. Performance Marketing Executive (Pune)
🏢 Microscan Communications
📍 Pune