About Mahina:

Mahina is a women-led brand reimagining intimate care with thoughtful, sustainable innovation.

We’re India’s first brand to engineer bonded period underwear - rigorously batch-tested for 100

uses - combining comfort with menstrual wellbeing and planet friendly design.

But Mahina isn’t just a period product. It’s a mindset shift. A movement toward better choices,

and a current way to experience periods. Over the last year, we have grown to 70,000+ avid mahina users, who have made the shift to better period care.

Explore our world: www.mahina.co

Key Responsibilities

● Own end-to-end campaign strategy, planning and execution for Meta & Google Ads,

focused on direct response and conversions for D2C brands.

● Manage and optimize campaigns with a strong focus on ROAS, CAC, and contribution margin, scaling only ad sets that are profitable after product costs and ad spend.

● Own the website P&L; view of marketing: track revenue, gross margin, ad spend,

contribution margin and break-even ROAS by channel, campaign and product category.

● Build quarterly and monthly media plans with clear revenue and contribution margin targets, budget allocation and forecasts by channel and funnel stage.

● Set target ROAS and CAC limits based on gross margin, AOV, discounting and shipping/RTO/payment costs.

● Analyze funnel performance, identify drop-offs, and drive structured experiments to improve results.

● Collaborate closely with creative teams to develop high-converting ad creatives and landing pages, using performance data to guide creative briefs.





● Manage pixel event tracking, server-side tracking (CAPI) and UTM parameters for accurate attribution.

● Prepare weekly & monthly performance reports, insights, and recommendations for reviews, including a P&L-style; view of marketing performance.

Key Requirements

● Minimum 5 years of experience in performance marketing, with proven planning and execution ownership.

● Demonstrated success in scaling D2C e-commerce brands profitably using Google &

Meta Ads.

● Strong understanding of website P&L;, including gross margin, contribution margin,

break-even ROAS and unit economics.

● Strong understanding of e-commerce metrics: ROAS, MER, LTV, AOV, CAC,

conversion rate, etc.

● Ability to build and read marketing P&Ls;, and to make scaling or cutting decisions based on margin, not just ROAS.

● Proficiency with Meta Ads Manager, Google Ads, Google Analytics (GA4), and attribution tools.

● Hands-on experience with product catalogs, dynamic ads, and retargeting campaigns.

● Experience managing large monthly ad budgets and forecasting spend, revenue and margin

● Advanced Excel/Google Sheets or BI dashboard skills (Looker Studio, Power BI)

● Exceptional analytical skills and the ability to make data-backed decisions.

Nice to Have

● Experience with D2C niches like apparel, health & beauty

● Familiarity with Shopify e-commerce platform

● Knowledge of landing page tools (Webflow, Unbounce) and CRO fundamentals

● Exposure to additional channels such as YouTube, affiliates or marketplaces

📌 Performance Specialist (Gurugram)
🏢 Mahina
📍 Gurugram