Sr. Performance Marketing Manager

Role Summary

Own profitable growth for premium/luxury fashion brands across Meta and Google. You’ll architect full-funnel acquisition and retention strategies, lead a small pod (ads + creative + analyst), and turn brand narratives into measurable revenue—without compromising brand equity.

What You’ll Do (Key Responsibilities)

Strategy & Planning

• Build brand-wise growth plans: TAM, ICPs, funnel architecture (TOFU/MOFU/BOFU), channel mix, and budget phasing by season/collection.
• Translate brand stories (couture, demi-couture, bridal, pret) into audience frameworks, offers, and creative messaging.

Meta (Facebook/Instagram)

• Design and scale full-funnel structures (prospecting, re-engagement, retargeting) using best-practice account simplification.
• Deploy and iterate ad types: video, reels, collection, carousel, catalog sales/ASC, lead-gen (for couture consults), IG shopping.
• Set up measurement foundations: pixel/CAPI, event mapping, deduplication, and signal quality improvement.
• Creative system: write briefs, concept hooks, thumb-stoppers, and UGC/directorial assets; run structured creative tests.

Google (Search/Shopping/YouTube/Discovery)

• Own Merchant Center + feed hygiene for high-AOV catalogs (variants, availability, GTIN, rich attributes).
• Architect Performance Max + Search synergy; isolate branded vs non-branded; build luxury-aligned query maps and negatives.
• Plan YouTube for reach/consideration (drops, runway films, craftsmanship stories) and Discovery for upper-mid funnel scale.

Revenue & Unit Economics

• Set contribution margin guardrails by brand: target CAC, MER/ROAS by funnel stage, payback windows, return rate impact.
• Partner with site/CRM to lift AOV and conversion rate (bundles, PDP content, shipping thresholds, 1-click/Upsell).

Leadership & Collaboration

• Lead a cross-functional pod (Ads Manager(s), Creative Strategist, Analyst). Mentor, review, and upskill.
• Partner with Brand Managers, Merchandising, and Studio to align calendars: launches, drops, restocks, events.

Measurement & Reporting

• Build actionable dashboards (weekly/monthly): channel-wise P&L, cohort/LTV, creative leaderboards, product-level ROAS.
• Run weekly growth rituals: hypothesis → test → readout → scale/kill decisions, with pre-defined success thresholds.

Must-Have Experience

• 4–8 years in performance marketing with proven high-AOV e-commerce (₹8k–₹50k+ ticket sizes or equivalent).
• Scaled Meta revenue with durable MER/ROAS; hands-on with CAPI, event setup, catalog sales, Advantage+ ecosystem.
• Scaled Google across PMax, Search (exact/phrase strategy), Shopping feed optimization, YouTube for action.
• Shopify (or equivalent), GA4, GTM, Looker Studio; strong with UTM hygiene and controlled experiments.
• Luxury/fashion context: seasonal calendars, size/fit returns, limited-drop dynamics, and brand-safe creative instincts.
• Leadership: managed 2–5 direct reports, agency or in-house; hiring, training, QA, and career progression.

Nice to Have

• Klaviyo/CRM collaboration (flow triggers from ads), feed tools (e.g., DataFeedWatch), product analytics, and CRO tooling.
• Experience with international scaling (MENA/US/UK), multi-currency, and geo-specific compliance.

Skills & Behaviors

• Commercial acumen: speaks P&L, understands contribution margin and inventory realities.
• Creative strategy: converts insights into briefs; knows what wins on Reels/Shorts/YouTube and in luxury ad copy.
• Analytical rigor: comfort with cohort/LTV, incrementality, and clean test design.
• Ownership: bias to action; sleeves-rolled-up execution with leadership presence.
• Stakeholder management: clear, calm communication with founders and brand leads.

Success Metrics (KPIs)

• Channel MER and blended ROAS within guardrails for each brand.
• CAC vs payback targets by cohort; improvement in LTV:CAC ratio.
• % revenue from new-to-brand; AOV lift; CVR lift on paid sessions.
• Creative velocity: # tests/week, win rate, and cost-per-creative-learn.
• Data quality: event match quality, CAPI share, feed health, tracking integrity.
• Team outcomes: QA pass rate, on-time launches, pod satisfaction scores.