PINKVILLA
Website:
pinkvilla.com
Job details:
Position - Lead Performance & Growth
Location - Mumbai
Reporting - Head of Marketing
Role Overview
Pinkvilla is looking for a Lead Performance & Growth Marketing to lead and scale paid acquisition and growth initiatives. The role will be responsible for developing and executing performance marketing strategies across channels to drive app installs, user acquisition, engagement, retention and overall business growth. The ideal candidate should be highly data-driven, hands-on with campaign platforms and analytics, and capable of continuously optimising campaigns based on performance, audience behaviour and business objectives.
The role will work closely with Product, Marketing, Content, Social, Design and Tech teams to build high-performing campaigns and improve the overall user acquisition funnel.
Key Responsibilities-
Performance Marketing & User Acquisition
- Develop and execute performance marketing strategies to drive app installs, registrations, engagement and active users.
- Plan, launch and manage campaigns across platforms such as Google Ads, Meta Ads, YouTube and other relevant digital advertising platforms.
- Own the complete paid acquisition funnel, from campaign planning and audience targeting to conversion, optimisation and reporting.
- Develop channel-wise strategies based on business objectives, target audiences and campaign goals.
- Identify opportunities to scale acquisition while maintaining efficient CAC, CPI, CPA and ROAS.
Campaign Planning & Optimisation
- Manage end-to-end campaign setup, including audience segmentation, targeting, bidding, budgets, placements, creatives and conversion objectives.
- Continuously monitor campaign performance and optimise budgets, bids, audiences, creatives and placements to improve efficiency.
- Conduct regular A/B testing across creatives, messaging, audiences, landing pages and campaign structures.
- Identify underperforming campaigns and proactively implement corrective actions.
- Develop strategies to improve campaign efficiency at different stages of the user funnel.
App Growth & Retention
- Work closely with Product and Data teams to understand the complete app acquisition and engagement funnel.
- Track key metrics including installs, CPI, CAC, activation, DAU/MAU, retention, engagement, session duration and LTV.
- Analyse post-install behaviour to understand the quality of acquired users and optimise campaigns accordingly.
- Develop acquisition strategies focused not only on volume but also on high-quality and high-retention users.
- Partner with Product teams to identify opportunities to improve onboarding and conversion rates.
Creative Strategy
- Work closely with the Creative, Content and Social teams to develop performance-focused ad creatives.
- Identify winning creative formats, hooks, messaging and content themes based on campaign data.
- Build a structured creative testing framework to continuously improve campaign performance.
- Use audience insights and performance data to guide creative development.
- Stay updated on emerging ad formats, platform trends and content styles relevant to entertainment and Gen Z audiences.
Data, Analytics & Attribution
- Own performance dashboards and regularly track key acquisition and business metrics.
- Analyse campaign, audience and channel-level performance to identify trends and growth opportunities.
- Work with analytics and product teams on attribution, tracking and measurement frameworks.
- Ensure accurate tracking of campaign performance through relevant analytics and attribution tools.
- Translate data into actionable insights and recommendations for marketing and business teams.
- Prepare regular performance reports and present key learnings to senior stakeholders.
Budget & Agency Management
- Own performance marketing budgets and ensure efficient allocation across channels and campaigns.
- Forecast spends, installs, conversions and expected returns based on business objectives.
- Identify opportunities to improve ROI and reduce acquisition costs.
- Work with external agencies, media partners and technology platforms where required.
- Ensure campaigns are executed within agreed budgets and timelines.
Cross-Functional Collaboration
- Work closely with Product, Content, Editorial, Social Media, Design and Marketing teams to align acquisition campaigns with business priorities.
- Collaborate with content teams to leverage high-performing content and IPs for paid acquisition.
- Partner with Product and Data teams to improve the user journey and conversion funnel.
- Coordinate with internal stakeholders to ensure timely launch of campaigns, creatives and promotional initiatives.
Reporting & Performance Management
- Establish and monitor clear KPIs for each campaign, channel and business objective.
- Provide regular performance updates covering spend, acquisition, efficiency, retention and ROI.
- Identify key trends, challenges and opportunities through data analysis.
- Maintain a test-and-learn approach and document campaign learnings for future initiatives.
- Present performance insights and recommendations to senior leadership.
Key Skills & Qualifications
- 6-10 years of experience in Performance Marketing, Growth Marketing, Digital Marketing or User Acquisition.
- Strong hands-on experience managing paid campaigns across Meta, Google, YouTube and other digital advertising platforms.
- Proven experience in app acquisition and performance marketing.
- Strong understanding of metrics such as CPI, CAC, CPA, ROAS, LTV, retention and conversion rates.
- Experience with app attribution and analytics platforms Google Analytics or similar tools.
- Strong analytical and problem-solving skills with the ability to derive actionable insights from data.
- Experience in budget management and campaign forecasting.
- Strong understanding of audience segmentation, retargeting, lookalike audiences and funnel optimisation.
- Experience with creative testing and performance-driven creative strategy.
- Ability to work cross-functionally with Product, Content, Creative, Data and Marketing teams.
- Strong ownership, execution and communication skills.
- Experience in content or app-led businesses will be an added advantage.
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