Action Tour Guide
Website:
actiontourguide.com
Job details:
Performance Marketing Manager – Web & App Growth (4-5 yrs experience)
- Platforms: Meta Ads, Google Ads, Apple Ads and ChatGPT Ads
- Location: Marol, Andheri East, Mumbai
- Work Mode: Full-time, In-office
- Experience: 4–5 years
- Timing: 12:00 PM–9:00 PM
About Action Tour Guide (actiontourguide.com)
- Action Tour Guide (ATG) is a travel-technology company offering self-guided audio tours across North America and other international destinations. Our mobile apps and website help travelers explore national parks, cities, historic landmarks and scenic routes using GPS-enabled storytelling, interactive maps and professional narration.
- More than 2 million travelers use our products every year.
About the Role
- We are looking for a hands-on Performance Marketing Manager to own paid customer acquisition across our website and iOS and Android apps.
- You will manage campaigns across Meta Ads, Google Ads, Apple Ads and ChatGPT Ads, working toward profitable growth in tour purchases, app installs, subscriptions and revenue.
- You will collaborate with our external marketing agency on strategy, budgets and campaign decisions while remaining ATG’s internal owner of performance.
- You will also manage the graphic-design resource responsible for producing ad creatives and campaign variations.
This is not purely an agency-coordination role. You must understand campaign data, challenge recommendations, identify opportunities and take responsibility for results.
Key Responsibilities
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(1) Paid Advertising Management
- Plan, launch, manage and optimize campaigns across: — (A) Meta Ads: Facebook and Instagram, (B) Google Ads: Search, Performance Max, Display, YouTube and App campaigns, (C) Apple Ads for App Store acquisition (D) ChatGPT Ads as the platform expands.
- Build campaigns for individual tours, destination bundles, subscriptions, app installs and seasonal promotions.
- Manage audiences, keywords, locations, bids, budgets, placements, offers and campaign structures.
- Allocate budgets across platforms based on profitability and growth potential.
- Identify underperforming campaigns quickly and take corrective action.
- Scale successful campaigns without compromising ROAS.
(2) Agency Strategy and Management
- Serve as the primary point of contact for the external performance-marketing agency.
- Work with the agency on campaign strategy, budget allocation, market selection and experimentation.
- Review and challenge agency recommendations using internal data and business priorities.
- Conduct structured weekly and monthly performance reviews.
- Convert discussions into clear actions, owners, deadlines and expected outcomes.
- Ensure the agency provides transparent reporting and measurable improvements.
- Maintain an independent understanding of performance rather than relying entirely on agency reports.
(3) Ad Creative Management
- Manage the graphic designer or creative resource responsible for paid-advertising assets.
- Create clear briefs covering the audience, campaign objective, benefit, offer, CTA, format and platform requirements.
- Maintain a consistent pipeline of static images, videos, carousels, app-install creatives and campaign variations.
- Ensure all creatives follow our brand standards and platform specifications.
- Regularly test headlines, visuals, destinations, offers, CTAs and creative formats.
- Identify creative fatigue and introduce new variations before performance declines.
- Share performance learnings with the designer so future creatives are based on evidence.
(4) Performance Analysis and Optimization
- Track and improve key performance metrics, including: ROAS, CAC, CPA, CPI, CPC, CTR etc
- Analyze performance by platform, campaign, audience, keyword, creative, destination, geography and device.
- Compare website purchases, iOS conversions, Android conversions and subscription performance.
- Create forecasts for advertising spend, revenue, ROAS and customer acquisition.
- Reallocate budgets toward the campaigns and markets producing the strongest business outcomes.
- Present concise weekly and monthly reports explaining what happened, why it happened and what should happen next.
Tracking and Attribution
- Ensure campaigns are tracked correctly through GA4, Google Tag Manager, Meta Pixel, Conversion API, Firebase and relevant attribution tools.
- Work with engineering and product teams to implement tracking events, deep links, postbacks and conversion reporting.
- Validate that purchases, app installs, subscriptions and other events are attributed accurately.
- Identify discrepancies between advertising platforms, analytics systems and actual revenue.
- Maintain consistent UTM structures, naming conventions and reporting dashboards.
- Evaluate campaign incrementality and avoid relying only on platform-reported conversions.
Conversion Improvement
- Work with website, product and app teams to improve landing pages, App Store product pages, checkout journeys and conversion rates.
- Identify where paid users drop out before purchasing or subscribing.
- Recommend improvements to messaging, pricing presentation, offers, bundles and landing-page experiences.
- Use campaign and conversion data to guide future product and marketing decisions.
Must-Have Qualifications
- 4–5 years of hands-on performance-marketing experience.
- Strong practical experience managing Meta Ads and Google Ads.
- Experience managing meaningful advertising budgets with clear revenue or ROAS accountability.
- Strong understanding of ROAS, CAC, CPA, CPI, CTR, CVR, LTV and attribution.
- Experience with website conversion campaigns and mobile app acquisition.
- Ability to analyze campaign data and convert findings into clear actions.
- Experience coordinating with a performance-marketing agency.
- Experience briefing and managing graphic designers or creative resources.
- Strong Excel or Google Sheets skills.
- Excellent written, analytical and presentation skills.
- Ability to independently question assumptions and take ownership of results.
Preferred Qualifications
- Hands-on experience with Apple Ads and App Store acquisition.
- Experience with or strong knowledge of ChatGPT Ads and emerging AI advertising platforms.
- Familiarity with AppsFlyer, Adjust, Branch, Firebase or another mobile measurement platform.
- Experience with GA4, Google Tag Manager, Looker Studio and Meta Conversion API.
- Experience marketing consumer mobile apps, travel products, subscriptions or e-commerce offerings.
- Experience running campaigns across North American markets.
- Comfortable using ChatGPT, Claude and other AI tools for research, creative ideation, ad-copy variations and performance analysis.
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