XFactor Talent
Website:
xfactortalent.com
Job details:
Performance Marketing Manager – B2C
Location: India / Remote
Experience: 5–8 years
Target Markets: USA & Europe
Employment Type: Full-time
About the Role
We are looking for a Performance Marketing Manager to own and scale B2C customer acquisition across the US and European markets.
This is a hands-on growth role for someone who combines paid media expertise, data-driven optimization, consumer psychology, experimentation and strong analytical thinking. You will be responsible for acquiring high-quality consumers efficiently, improving conversion across the customer journey, and continuously optimizing CAC, ROAS, LTV and overall marketing ROI.
The ideal candidate has experience managing significant paid-media budgets and understands how to build and optimize campaigns for mature Western markets, particularly the US and Europe.
Key Responsibilities
1. Paid Acquisition & Media Buying
- Own end-to-end performance marketing across Google Ads, Meta Ads, YouTube, Performance Max and other relevant paid channels.
- Develop and execute customer acquisition strategies for US and European B2C audiences.
- Manage campaign structures, audience segmentation, bidding, budgets, creatives and landing pages.
- Continuously optimize campaigns against CAC, CPA, CPL, ROAS and LTV.
- Identify opportunities to scale successful campaigns while maintaining acquisition efficiency.
- Test new paid channels and emerging acquisition platforms where relevant.
2. Full-Funnel Growth
- Own the consumer journey from ad impression → click → landing page → registration/purchase → activation → retention.
- Identify funnel drop-offs and develop experiments to improve conversion rates.
- Work closely with product, UX, CRM and engineering teams to improve customer activation and retention.
- Develop strategies to improve customer lifetime value and payback period, not simply lead or install volume.
3. Creative & Experimentation
- Build a structured creative testing framework across Meta, Google and other channels.
- Test different messaging, hooks, formats, offers, audiences and landing pages.
- Use performance data to identify winning creative concepts and scale them.
- Work with designers, copywriters and content teams to produce high-performing consumer creatives.
- Leverage AI tools for creative ideation, ad copy, testing and campaign analysis.
4. Analytics & Attribution
- Own performance measurement and marketing analytics.
- Work with tools such as GA4, Firebase, AppsFlyer, GTM, Mixpanel or similar platforms.
- Build dashboards to monitor acquisition, conversion, CAC, ROAS, LTV and cohort performance.
- Analyze D1/D7/D30 retention and cohort economics where applicable.
- Improve attribution and tracking to enable better budget allocation.
- Move beyond last-click metrics toward incrementality, attribution and customer economics.
5. CRO & Landing Page Optimization
- Partner with product/design teams to improve landing-page and conversion performance.
- Develop and manage A/B tests across landing pages, forms, offers and user journeys.
- Use tools such as Hotjar, Unbounce or similar platforms to identify behavioral and conversion opportunities.
6. Market Expansion – US & Europe
- Develop market-specific acquisition strategies for different consumer segments across the US and Europe.
- Understand differences in consumer behavior, competition, CPCs, conversion rates and economics across markets.
- Localize campaigns, creatives and messaging where required.
- Identify new audiences, geographies and acquisition opportunities.
Key KPIs
The role will be measured primarily on business outcomes, including:
- Customer Acquisition Cost (CAC)
- Cost per Acquisition (CPA)
- Return on Ad Spend (ROAS)
- Customer Lifetime Value (LTV)
- LTV/CAC
- Conversion Rate
- Revenue from paid acquisition
- New customer growth
- Activation and retention
- Payback period
- Incremental revenue / contribution margin
Required Experience
- 5–8 years of hands-on performance/growth marketing experience, preferably in B2C, consumer technology, apps, ecommerce, fintech, subscription or digital services.
- Strong experience with Google Ads and Meta Ads.
- Experience managing meaningful monthly advertising budgets.
- Proven experience scaling campaigns while improving CAC/CPA and ROAS.
- Strong understanding of full-funnel B2C acquisition.
- Experience with A/B testing and CRO.
- Strong analytical and data interpretation skills.
- Experience with GA4, GTM and an attribution/analytics platform such as AppsFlyer, Firebase or Mixpanel.
- Experience working with product, engineering, CRM and analytics teams.
- Strong understanding of consumer acquisition economics.
Preferred Experience
- Experience specifically targeting US and/or European consumers.
- Experience with mobile apps, subscriptions, e-commerce, marketplaces or consumer services.
- Experience with YouTube, DV360, Performance Max or other programmatic channels.
- Knowledge of MMM, incrementality testing and predictive bidding.
- Experience using AI/LLMs for marketing analysis, creative development and automation.
- Experience building automated performance reporting and dashboards.
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