Performance Marketer Digital & Lead Generation

Department: Growth / Performance Marketing

Location: Cocoma Digital HQ – Andheri West, Mumbai

Employment Type: Full-Time | On-site

Experience Required: 2–5 Years

Reporting To: Head of Growth / Performance Marketing Lead

ABOUT COCOMA DIGITAL & STUDIOS

Cocoma Digital & Studios is a growing creative and marketing company managing multiple brands and businesses. Our Digital division focuses on YouTube, social media, performance marketing, content, creator collaborations, and digital brand building, while our Studios division provides end-to-end post-production for films, TV, OTT, web series, and social content. We create engaging content and performance-driven digital solutions that build communities and deliver measurable growth.

ROLE OVERVIEW

We are looking for a Performance Marketing Specialist to manage and scale paid media campaigns across client accounts. The role focuses on Google Ads, YouTube Ads, Meta/Instagram Ads, and Lead Generation, including campaign setup, targeting, budgets, tracking, optimisation, and reporting.

The ideal candidate combines strong platform expertise, analytical thinking, and commercial understanding to drive qualified leads, conversions, and measurable client growth.

KEY RESPONSIBILITIES

1. Lead Generation & Conversion

• Plan, build, launch, and optimise lead generation campaigns across Meta Ads and Google Ads.
• Manage lead-generation campaigns from audience targeting and creative selection through to lead capture and conversion.
• Generate high-quality and relevant leads, with focus on lead quality rather than volume alone.
• Build campaigns for both B2B and B2C clients based on their business objectives, target audience, geography, industry, and conversion requirements.
• Optimise Meta Lead Forms, landing-page campaigns, calls, messages, and other conversion pathways.
• Monitor Cost Per Lead (CPL), Cost Per Acquisition (CPA), conversion rate, and lead quality.
• Work with client and internal teams to understand lead quality and improve campaign targeting and performance.
• Identify funnel drop-offs and recommend improvements across creatives, targeting, forms, landing pages, and conversion journeys.
• Ensure campaign-generated leads are properly captured, tracked, and reported.

2. Google Ads & YouTube Advertising

• Build, launch, manage, and optimise campaigns through Google Ads and YouTube Ads.
• Manage audience targeting, geographical targeting, placements, bidding, budgets, and campaign objectives.
• Understand different YouTube advertising formats and campaign structures.
• Monitor campaign performance across views, clicks, engagement, conversions, and cost metrics.
• Optimise campaigns based on CPV, CPM, CTR, CPC, CPA, conversions, and campaign objectives.
• Coordinate with creative and content teams to ensure video assets are suitable for paid amplification.
• Understand the relationship between organic YouTube content performance and paid video campaigns.

3. Meta Ads & Instagram Advertising

• Build, launch, manage, and optimise campaigns through Meta Ads Manager for Facebook and Instagram.
• Manage campaigns across objectives including awareness, traffic, engagement, lead generation, and conversions.
• Set up and optimise Meta Lead Generation campaigns and lead forms.
• Manage Custom Audiences, Lookalike Audiences, retargeting, geographical targeting, and demographic targeting.
• Optimise Reels, Feed, Stories, and other relevant placements.
• Monitor creative-level performance and identify high-performing audiences, formats, messaging, and creatives.
• Work closely with the creative and social media teams to continuously improve campaign performance.

4. Campaign Execution & Account Management

• Manage multiple paid-media accounts simultaneously across different clients, industries, audiences, and budgets.
• Build campaigns according to documented client requirements, objectives, geography, demographics, audience profiles, and budgets.
• Handle campaign setup, targeting, tracking, launch, monitoring, optimisation, and closure.
• Conduct regular account health checks to identify performance issues and opportunities.
• Ensure campaigns are launched accurately and within agreed timelines.
• Maintain proper documentation of campaign structures, budgets, audiences, creatives, and performance.

5. Budget Management & Optimisation

• Monitor daily ad spend across multiple client accounts.
• Ensure campaign budgets are paced correctly against approved monthly or campaign-level spends.
• Adjust bids, budgets, targeting, placements, and campaign structures based on performance.
• Reallocate budgets towards better-performing campaigns, audiences, creatives, and objectives.
• Identify inefficient spending and take corrective action quickly.
• Optimise towards business-relevant metrics rather than vanity metrics.
• Maintain focus on CPL, CPA, CPV, CTR, CPC, ROAS, conversion rate, and ROI depending on campaign objectives.

6. Analytics, Reporting & Insights

• Monitor and analyse campaign performance across Google Ads, YouTube, Meta, Instagram, and relevant analytics platforms.
• Track metrics including CTR, CPM, CPC, CPV, CPL, CPA, ROAS, conversion rate, Average View Duration, retention, organic vs. paid reach, and lead quality.
• Prepare weekly and monthly performance reports for internal and client-facing use.
• Analyse traffic sources and identify what is driving performance.
• Translate campaign data into clear and actionable insights.
• Identify trends, performance gaps, and optimisation opportunities.
• Connect campaign performance with business outcomes wherever conversion data is available.

7. A/B Testing & Creative Optimisation

• Plan and execute A/B tests across audiences, creatives, copy, headlines, thumbnails, CTAs, lead forms, and landing pages.
• Test different hooks, messaging, formats, and creative approaches.
• Identify high-performing creative concepts and recommend scaling opportunities.
• Work with the creative team to develop new variations based on campaign insights.
• Continuously test and optimise campaigns rather than relying on a single audience or creative.

8. YouTube SEO & Organic Performance

• Support YouTube content performance through optimisation of titles, descriptions, tags, chapters, keywords, and other relevant metadata.
• Work with YouTube Studio and channel-level performance metrics.
• Analyse organic content performance before recommending paid amplification.
• Coordinate with the YouTube and content teams to ensure paid and organic strategies complement each other.
• Understand the relationship between content packaging, audience behaviour, retention, and paid performance.

REQUIRED SKILLS & QUALIFICATIONS

• Bachelor's degree in Marketing, Business, Communications, or a related field.
• 2–5 years of hands-on experience in Performance Marketing / Paid Media.
• Strong practical experience managing Google Ads and Meta Ads.
• Proven experience in Lead Generation and conversion-focused campaigns.
• Strong understanding of Meta Ads Manager and Google Ads.
• Experience managing YouTube and Instagram advertising campaigns.
• Strong understanding of audience targeting, retargeting, Custom Audiences, Lookalike Audiences, and geographical targeting.
• Strong understanding of CPL, CPA, CPV, CTR, CPC, CPM, ROAS, conversion rate, and ROI.
• Ability to manage multiple client accounts and budgets simultaneously.
• Strong analytical and problem-solving ability.
• Ability to translate campaign data into actionable recommendations.
• Strong attention to detail in campaign setup, tracking, optimisation, and reporting.
• Ability to work with creative, social media, YouTube, content, and account management teams.
• Strong ownership of campaign performance and delivery timelines.

PREFERRED EXPERIENCE

• Experience managing paid media budgets and generating qualified B2B/B2C leads.
• Strong knowledge of conversion tracking, Meta Pixel/CAPI, GTM, GA4, and landing pages.
• Experience with YouTube Ads, YouTube Analytics, retargeting, and full-funnel campaigns.
• Familiarity with CRM/lead-management systems and YouTube SEO.
• Prior experience in a digital, social media, or performance marketing agency, with creative testing experience.

LANGUAGE & COMMUNICATION PROFICIENCY

English: Professional proficiency – Mandatory

Hindi: Professional proficiency – Mandatory

Additional regional language: Preferred, depending on client requirements

The ability to communicate campaign performance, lead quality, optimisation requirements, and recommendations clearly to internal teams and clients is essential.

TOOLS & TECHNICAL PROFICIENCY

• Google Ads & Meta Ads Manager/Business Manager – Mandatory
• GA4, Meta Pixel/CAPI, YouTube Studio & Meta Business Suite
• Google Tag Manager & Looker Studio – Preferred
• Google Sheets/Excel & CRM/Lead Management Platforms
• YouTube SEO tools (VidIQ/TubeBuddy) – Preferred; knowledge of conversion tracking, pixels, events, UTMs & attribution

SUCCESS METRICS (KPIs)

• Achieve qualified lead and conversion targets within agreed CPL, CPA, and budget benchmarks.
• Ensure accurate and timely campaign launches, budget pacing, and optimisation.
• Continuously improve CTR, CPC, CPL, CPA, CPV, conversion rate, and ROAS where applicable.
• Conduct regular A/B testing across creatives, audiences, copy, forms, and landing pages.
• Deliver accurate performance reports and actionable insights, with strong cross-team coordination.

A DAY AT COCOMA DIGITAL – PERFORMANCE MARKETER

No two days are the same. You'll manage campaign performance, budgets, leads, audience behaviour, and optimisation opportunities across client accounts. Your work may include Meta and Google Ads, YouTube performance, creative testing, CPL/conversion analysis, and campaign optimisation.

You'll collaborate with account, social media, content, creative, and client teams to align campaigns with digital goals. The role requires analytical thinking, execution, ownership, attention to detail, and a performance-driven mindset.