Lead - Performance Marketing

Location: Gurugram (Onsite)

Experience: 2 - 4 Years (Direct D2C Brand or High-Growth Agency Experience)

Budget Ownership: High-Spend (50k - 200k+ / 50L - 1Cr+ monthly ad spend)

Reporting To: Head of Growth / Founder

About Kshm:

At Kshm, we are redefining how modern India moves - through performance-led activewear that blends comfort, function, and design. Loved by 5L+ customers and a growing 105K+ IG community, we are building a brand that evolves with the people who wear it.

Core Objective:

We are not looking for a dashboard operator or a campaign launcher. We are hiring a Performance Marketing Lead with extreme analytical rigor and deep technical ownership to manage, optimize, and aggressively scale paid customer acquisition. You will own the end-to-end performance engine: from server-side tracking integrity and creative iteration pipelines to bottom-of-funnel conversion rate optimization (CRO) and unit economics (CAC, MER, Blended ROAS, First-Time Contribution Margin).

Key Responsibilities:

1. Paid Acquisition & High-Scale Media Buying (Meta & Google):

- Meta Ads: Manage full-funnel campaigns across Advantage+ Shopping Campaigns and Campaign Budget Optimization / Ad Set Budget Optimization, with efficient Cost Per Acquisition and scalable growth.

- Google Ads: Manage Performance Max, Google Search, Google Shopping, and Demand Generation campaigns while minimizing brand cannibalization.

- Budget & Optimization: Allocate spend based on Customer Acquisition Cost and Marketing Efficiency Ratio, while optimizing Return on Ad Spend and overall unit economics.

2. Technical Infrastructure, CAPI & Measurement:

- Conversion Tracking: Manage end-to-end tracking across Google Tag Manager, Google Analytics 4, and Meta Conversions API, ensuring reliable server-side tracking.

- Event Optimization: Maintain strong Event Match Quality by passing enriched user parameters such as email, phone, external ID, fbp, and fbc.

- Attribution & Feed Audits: Audit postback signals, browser-server deduplication, Google Merchant Center feeds, and offline conversion imports.

3. Creative Strategy & The Iteration Engine:

- Creative Performance: Analyze creative fatigue and drop-offs using Thumbstop Rate, Hold Rate, and Outbound Click-Through Rate.

- Creative Testing: Turn performance insights into briefs and systematically test hooks, angles, and formats including User-Generated Content, 2D explainers, Video Sales Letters, and static creatives.

4. Conversion Rate Optimization (CRO) & Funnel Architecture:

- Landing Page Development: Build and optimize high-converting landing pages using Replo, PageFly, or Webflow, tailored to specific traffic angles.

- Funnel Optimization: Analyze drop-offs from Landing Page View to Initiate Checkout and Payment Success, while A/B testing messaging, pricing, social proof, and checkout experience.

5. Marketplace & Quick Commerce Synergies (Added Advantage):

- Omnichannel Visibility: Track how direct-to-consumer paid media drives brand searches and sales across Amazon, Flipkart, and Quick Commerce platforms.

- Retail Media Scaling: Optimize Sponsored Products, Sponsored Brands, and platform keywords to improve organic search ranking and shelf placement.

Technical & Skill Requirements:

- Hands-on experience scaling monthly spends of 20L - 1Cr+ (25k - 120k+) on Meta & Google Ads with verifiable proof of scale.

- Analytics & Data: Deep proficiency in GA4, BigQuery/Looker Studio, Shopify Analytics, and custom UTM parameter governance.

- Tracking Stack: Practical configuration experience with GTM (Web & Server-side), CAPI gateways / Stape.io, and event deduplication.

- CRO Toolkit: Experience with Hotjar/Microsoft Clarity, A/B testing tools, and rapid landing page builders.

- Bonus: Working knowledge of Amazon Ads Console and Quick Commerce visibility mechanics (Zepto/Blinkit ad networks).

Non-Negotiable Mindset: Critical Thinking & Extreme Ownership:

- Root-Cause Ownership: Never blame platform algorithms; diagnose performance dips across Cost Per Mille, creative fatigue, landing page speed, and payment failures.

- First-Principles Thinking: Approach growth mathematically, understanding how Average Order Value, Cost Per Click, Conversion Rate, and Repeat Purchase Rate work together to drive scalable acquisition.

- Speed & Autonomy: Move fast without dependency on agencies or development teams - identify issues, develop solutions, and launch fresh tests within 24 hours.

Compensation: Based on experience, proof of work, and ability to own accounts + creative strategy.

Website: www.shopkshm.com