Overview

Performance Marketing Manager (Google Ads, Meta Ads) (Mumbai)

Responsibilities

• We are a self-funded jewelry group selling direct to consumers in the US, with a strong B2B business behind it. Our customers are entirely US-based.
• Manufacturing is in-house, so we control product, margin and speed. With no VC money, there is no pressure to buy growth at any cost. We grow sensibly and keep what works.
• We run several distinct consumer brands at different price points. We are now building a central growth team in Mumbai that will run marketing across most of them.
• You will own paid acquisition for one or more of our US brands, mainly on paid channels: Meta, Google, TikTok, Pinterest etc. This is a hands-on individual contributor role, but we are not hiring someone to just push buttons.
• Platforms automate most of the old legwork: bidding, placements, even audience targeting. What they cannot do is understand the customer, decide what to say to them, or tell real growth from noise in the reporting. That is the job.
• We want someone who asks why a number moved before acting on it. They should know what a creative is actually doing for a campaign, and how audiences shape results.
• Plan, run and scale paid campaigns on Meta and Google (Search, Shopping, Performance Max), with transparent hypotheses behind each change.
• Understand and identify other channels with opportunities to acquire customers efficiently
• Judge creative on what it does for the campaign: the hook, the message and the offer. Platform specs are the easy part. Brief the creative team on what to make next and why.
• Think about audiences: who you are reaching, who you are paying to reach again, and what that does to reported results.
• Separate cause from correlation. Question platform-reported ROAS, and use blended metrics, holdouts and simple tests to find out what is really driving revenue.
• Use Shopify and analytics data alongside ad platform data to understand customers, not just campaigns.
• Share learnings across brands, so one brand's win becomes another's starting point.
• Full-time, individual contributor
• Based in Mumbai
• Reports to Head of the growth team
• Some overlap with US hours, typically not later than 12 AM IST

Qualifications

• Ideal Candidate
• Strong Performance Marketing Manager Profile with D2C/E-commerce background and hands-on paid acquisition experience
• Mandatory (Experience 1): Must have Minimum 5 yyears of experience in performance marketing
• Mandatory (Experience 2): Must have experience managing significant budgets on Meta and Google (Search, Shopping, Performance Max) and planning, running, and scaling paid campaigns
• Mandatory (Tech skill 1): Must have hands-on experience with Shopify, analytics tools, and spreadsheets
• Mandatory (Skill 1): Must be able to judge creative performance (hook, message, offer), brief creative teams, and separate cause from correlation using blended metrics, holdouts, and tests
• Mandatory (Skill 2): Must have a working understanding of attribution and incrementality to test platform-reported ROAS
• Mandatory (Communication): Must be proficient in clear written English for working with US-based colleagues and customers
• Mandatory (Domain): Must have experience in D2C or e-commerce brands (in-house or agency side)
• Mandatory (Note): Must be willing to work with some overlap with US hours, typically until 12 AM IST
• Preferred (Domain): Experience with US markets or the jewelry industry
• Preferred (Experience 1): Experience with Shopify stores or considered purchases