Chief Manager - Performance Marketing

Description: Chief Manager Performance & E-CLM.

Function: Commercial.

Location: Gurugram.

Reports to: Head Growth Marketing.

Role Level: CXO-3.

Job Purpose: The role requires the individual to deliver revenue growth at pre-defined ROAS levels to ensure alignment with overall profitability aspirations. This role will be responsible for driving growth and revenue through performance marketing channels like Search Engine Marketing, Travel Meta Channels like SkyScanner, Social Channels Meta/Instagram, Google Display Channels Discover/ GDN/ Youtube. The role requires managing budgets and mentoring the performance marketing team, collaborating with other stakeholders such as Revenue Management, E-commerce, and Digital & Technology.

Key Accountabilities:

- Develop and execute performance marketing strategies: This includes developing and implementing strategies to drive growth and increase revenue through various performance marketing channels such as paid search, display advertising, social media advertising, app install campaigns & affiliate marketing.

- Lead and own the overall CLM program & drive retention agenda.

- Overall E-comm Revenue Delivery at a defined ROAS: The incumbent will be responsible for driving achievement of overall e-commerce revenue targets at pre-defined Return on Ad Spends (ROAS).

- Manage media campaigns across channels and drive specific activities including Paid Search & Display channels like GDN, Discovery, Youtube.

- Managing media campaigns on social channels like FB (Meta) /Instagram to meet the overall revenue objectives.

- Coordinate with marketing agency and advertising partners for driving business outcomes.

- Relentlessly test new segments, strategies and messaging as well as work with the D&T team to coordinate tests for on-site optimizations.

- Executing and optimizing direct response campaigns through keyword footprint, bidding, experience testing, and targeting.

- Experience with running A/B split tests, calculating significance, tracking results, summarizing findings, and iterating into new ideas.

Budget management:

- To be responsible for managing budgets to ensure maximum ROI. This includes setting budgets for campaigns, tracking spends, and making adjustments as needed to optimize performance. The incumbent will also be responsible for developing annual operating plans for the entire performance marketing vertical. The role requires the incumbent to prepare detailed budget analysis and presentations for senior management.

Ramping Up App Contribution:

- Driving up contribution of App towards the overall revenue and transactions through app install and app engagement campaigns.

- Managing app install campaigns by employing various channels like Google Search, FB, and app affiliates.

- Building an ecosystem of affiliate partners for driving web transactions and increasing app installs.

- Developing a robust methodology to detect frauds and prevent pay-outs on fraudulently attributed transactions and app installs.

- Analysing performance data and providing relevant insights and action plans around keywords, landing pages, ad copy, audiences, bidding algorithms, competition and more.

Building Travel Meta Channels:

- Developing travel meta channels such as SkyScanner, Kayak etc. as a steady source of revenue for the organization.

- Working closely with travel meta teams to ensure month-on-month growth of revenue at reducing cost per acquisition.

Skills/Qualities Required:

- Expertise in customer lifecycle management, digital marketing, and CRM strategies.

- Strong analytical skills, with proficiency in using marketing analytics tools and customer data platforms.

- Excellent leadership and communication skills, capable of managing cross-functional teams and projects.

- Strategic thinking and problem-solving abilities, with a focus on delivering measurable business results.

- Foster a culture of continuous improvement and innovation within the team to keep pace with industry trends and technologies.

- Lead and mentor a team of analysts and marketing specialists focused on E-CLM.

Key Interfaces:

- Marketing: Regular interaction with marketing teams to ensure that campaigns are data-driven and results-oriented.

- E-com: Executing campaigns in sync with business priorities.

- D&T: Working with D&T team to execute conversion rate improvement tasks.

Educational and Experience Requirements:

Minimum Education Requirements: Masters/MBA/PGDM/PGP/PG degree, preferably in Marketing or Sales.

Experience:

- Minimum 10+ years of experience in marketing with a significant focus on performance marketing and analytics.

- Strong experience in accelerating customer acquisition including channels like Google, Meta, and Snapchat.

- Knowledge of performance marketing channels to optimize and lower cost of customer acquisition.