Performance Marketing & Growth Lead - ECommerce

Role Overview:

We are looking for a sharp, execution-focused Performance Marketing & Growth Lead to own the full paid marketing function. This is a high-ownership role responsible for driving app growth through performance marketing, retaining and re-engaging users through lifecycle automation, and building organic growth through ASO and SEO.

Key Responsibilities:

1. Performance Marketing - App & Web:

• Own end-to-end paid acquisition across Meta, Google (UAC/PMax) and other channels such as Snapchat, Telegram and X.
• Drive app installs, first orders and repeat purchases, with a strong focus on CAC, ROAS and CPFO.
• Manage creative testing cycles including briefing, reference sourcing and iterations.
• Conduct weekly marketing reviews covering spend, performance, creative learnings and future plans.
• Build and own media plans aligned with monthly and quarterly growth targets.

2. CLM & Retention - CleverTap:

• Own the complete CRM/CLM lifecycle through CleverTap, including push notifications, in-app messages, email and WhatsApp journeys.
• Design and execute retention strategies across key user cohorts including new, lapsing, churned and high-LTV users.
• Conduct A/B testing across messaging, timing and segmentation, and convert successful learnings into automated journeys.
• Monitor uninstall rates, churn signals and cohort-level LTV.
• Own win-back and re-engagement campaigns in coordination with merchandising and in-app offers.

3. ASO & SEO/GEO:

• Own App Store Optimisation (ASO) for both Play Store and App Store, including keyword strategy, metadata, creative assets, ratings and review management.
• Drive organic search strategy with a geo-local focus.
• Track keyword rankings, store listing conversion rates and organic install attribution.
• Coordinate with content and design teams to develop ASO creatives including screenshots, feature graphics and preview videos.

4. Analytics & Reporting:

• Own the marketing analytics stack including AppsFlyer, Firebase, Google Analytics, Google Play Console and CleverTap.
• Prepare weekly marketing reviews covering performance, key learnings and actionable next steps.
• Conduct ad-hoc deep dives such as first-order analysis and cohort-level uninstall analysis.
• Present key insights and recommendations to leadership.