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 rapid, learns faster
- Strong ownership of targets and outcomes
- Clear communication with design, sales, and leadership
- Curiosity - stays ahead of platform updates and trends
- Collaborative - 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