Role Overview

We are looking for a digitally savvy, performance-driven marketing professional to lead customer acquisition for Rustomjees Aspirational and Mass residential segments.

The individual will own the end-to-end digital acquisition strategy and execution, driving qualified demand and business outcomes across the customer funnelfrom audience identification and campaign planning to lead generation, site visits and bookings.

The role requires strong hands-on expertise in digital marketing platforms, performance media, campaign optimisation, analytics and emerging technologies, along with the ability to manage internal teams and external agency partners. The individual will work closely with the SEO/AEO/GEO, Martech and Creative leads to deliver an integrated digital growth strategy for the segments.

Key Responsibilities

A. Digital Acquisition Strategy & Performance Marketing

- Own and drive the digital customer acquisition strategy aligned with project-level business objectives, sales targets and marketing budgets.
- Plan, execute and optimise campaigns across Google Search, Performance Max, Display, YouTube, Meta, programmatic/DV360, native advertising, property portals and other relevant digital platforms.
- Develop channel-wise media strategies covering audience segmentation, targeting, campaign structures, bidding strategies, budget allocation, reach and frequency.
- Identify opportunities to scale high-performing campaigns, improve acquisition efficiency and explore current platforms, media formats and targeting capabilities.
- Maintain a strong understanding of platform algorithms, campaign automation, media trends and evolving digital advertising capabilities.

B. Campaign Management, Optimisation & Funnel Performance

- Drive the complete campaign lifecycle—from media planning, campaign setup and tracking to optimisation, reporting and performance evaluation.
- Continuously monitor campaign performance across impressions, reach, frequency, clicks, CTR, CPC, landing-page visits, leads, CPL and qualified leads.
- Optimise campaigns based on lead quality, cost per qualified lead, site visits, cost per site visit and eventual booking contribution—not merely lead volumes or CPL.
- Identify performance gaps across channels, campaigns, audiences,



creatives and landing pages; implement corrective actions to improve conversion efficiency.
- Drive structured experimentation through A/B testing of audiences, creatives, messaging, landing pages, campaign formats and bidding strategies.
- Ensure effective retargeting, remarketing and prospect nurturing strategies to improve conversion across the consideration journey.

C. Audience Intelligence, Analytics & Conversion Optimisation

- Develop a strong understanding of target audiences, buyer personas, micro-markets, purchase intent and customer behaviour to improve targeting and campaign relevance.
- Leverage first-party data, CRM insights, website behaviour and platform intelligence to identify high-intent audiences and build effective lookalike, custom and retargeting segments.
- Analyse the complete digital funnel using GA4, Google Tag Manager, advertising platform analytics, CRM and dashboarding tools.
- Work with the Martech team to strengthen campaign tracking, conversion measurement, lead-source attribution, offline conversion integration and reporting accuracy.
- Identify website and landing-page conversion opportunities through user behaviour analysis, heatmaps, funnel analysis and CRO tools such as VWO and Hotjar.
- Establish a robust performance measurement framework connecting media investments with qualified leads, site visits, bookings and acquisition costs.

D. AI, Automation & Digital Innovation

- Actively explore and implement AI-led solutions to improve digital acquisition efficiency, campaign performance and customer targeting.
- Leverage AI tools for audience discovery, predictive lead scoring, campaign diagnostics, budget optimisation, creative intelligence and performance forecasting.
- Explore automation opportunities across campaign management, reporting, lead validation, retargeting and customer engagement.
- Stay abreast of emerging advertising technologies, platform innovations, AI-powered media capabilities and evolving digital marketing practices.




- Identify and pilot new digital channels, formats and acquisition models that can deliver incremental reach, better lead quality and improved ROI.

E. Cross-functional Collaboration, Team & Agency Management

- Work closely with the SEO/AEO/GEO, Martech and Creative leads to develop integrated acquisition strategies, aligned audience insights, campaign messaging and conversion journeys.
- Translate segment-level business requirements into clear digital marketing briefs, campaign plans, creative requirements and performance expectations.
- Lead and manage internal resources and external media agencies, ensuring strong execution, optimisation discipline, accountability and delivery against agreed KPIs.
- Conduct regular performance reviews with agency partners, challenge recommendations and identify opportunities to improve campaign effectiveness and media productivity.
- Collaborate with sales, CRM and presales teams to understand lead quality, customer feedback, site-visit outcomes and booking conversions, and translate these insights into campaign improvements.
- Ensure effective budget planning, allocation and utilisation across projects, channels and campaigns.

Candidate Profile

- 10+ years of experience in digital marketing, with strong expertise in performance marketing and digital customer acquisition.
- Proven hands-on experience managing campaigns across Google Ads, Meta Ads, YouTube, programmatic and other digital advertising platforms.
- Strong understanding of campaign planning, audience targeting, bidding strategies, media optimisation, retargeting and conversion tracking.
- Experience managing digital acquisition budgets and delivering measurable improvements in lead quality, conversion rates and acquisition costs.
- Working knowledge of GA4, Google Tag Manager, CRM platforms, marketing automation, attribution and dashboarding tools.
- Familiarity with CRO, landing-page optimisation, A/B testing and website analytics tools.
- Practical experience using AI tools and automation to improve digital marketing productivity and campaign outcomes.
- Strong analytical, problem-solving and stakeholder-management skills, with the ability to translate data into actionable business decisions.
- Experience managing internal teams and external digital media agencies.

📌 Senior Manager - Digital Customer Acquisition (Mumbai)
🏢 Keystone Realty
📍 Mumbai