Performance Marketing Lead

Role Overview
We are looking for a sharp, execution-first Performance Marketing Lead to own the full paid marketing function at DigiHaat. This is a high-ownership role - you will drive app growth through performance
marketing, retain and re-engage users via lifecycle automation, and build organic moats 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(Snapchat,
telegram, X)
Drive installs, first orders, and repeat purchases with a sharp eye on CAC, ROAS, and CPFO
Manage creative testing loops briefs, reference sourcing, iteration cadences - without over-reliance on paid tools
Run weekly marketing reviews (WBRs) covering spend, performance, creative learnings, and forward plans
Build and own media plans aligned to monthly/quarterly growth targets

2. CLM & Retention - CleverTap
Own the full CRM/CLM lifecycle on CleverTap: push notifications, in-app messages, email, WhatsApp journeys
Design and execute retention playbooks across key user cohorts new, lapsing, churned, high-LTV
Run A/B tests on messaging, timing, and segmentation; translate results into evergreen automation flows
Monitor uninstall rates, churn signals, and cohort-level LTV; surface insights to product and leadership
Own the 'win-back' and re-engagement calendar in coordination with merchandising and in-app offers

3. ASO & SEO/GEO
Own App Store Optimisation (ASO) for both Play Store and App Store keyword strategy, metadata, creative assets, ratings & review management
Drive organic search strategy (SEO) with a geo-local lens optimise for city/neighbourhood-level discovery relevant to ONDC food and D2C
Track keyword rankings, store listing conversion rates, and organic install attribution; iterate rapidly
Coordinate with content and design to produce ASO creatives (screenshots, feature graphics,
preview videos)
5. Analytics & Reporting
Own the marketing analytics stack: attribution (AppsFlyer/ Firebase/GA ), Google Play Console, CleverTap dashboards
Produce weekly marketing reviews with clear performance headers, no sugar-coating, and actionable next steps
Run ad-hoc deep dives (e.g., first-order analysis, cohort uninstall analysis) and package insights for leadership