Performance Marketing Manager

About Pickyourtrail:

Pickyourtrail is a consumer-tech travel company that enables travellers to discover, plan and book customised holidays. We combine technology, data and human insight to make travel more personalised, flexible and enjoyable.

We're looking for a Performance Marketing Manager who is obsessed with growth, experimentation and finding better ways to acquire customers.You will be expected to challenge the status quo, experiment constantly and find new ways to make media, audiences, AI and creative work harder together.

What you'll do

1. Own performance across SEM & SMM

• Plan, launch and manage performance campaigns across Google Ads, Meta and other relevant paid platforms.
• Own campaign objectives across the funnel — acquisition, consideration, lead generation and conversion.
• Manage budgets, bidding, targeting, audiences, placements and campaign structures.
• Continuously optimise towards CPL, CAC, ROAS, revenue, conversion rate and quality of acquisition
• Work closely with analytics and business teams to understand the true economics of campaigns.

2. Build a culture of experimentation

We want someone who asks What else can we try

• Develop and maintain a structured experimentation roadmap across media, audiences, creatives, landing pages and offers.
• Run controlled tests on campaign structures, bidding strategies, audience segments, keywords, messaging, formats and creatives.
• Identify learnings from experiments and translate them into scalable growth opportunities.
• Build a clear test → learn → scale → repeat process.
• Be comfortable with experiments that fail. The expectation is to learn quickly, not avoid failure.

3. Make AI part of performance marketing

Think AI first - AI should be a daily working tool

• Use AI tools to accelerate campaign ideation, audience research, keyword discovery, competitive intelligence and performance analysis.
• Experiment with AI-assisted creative development, copy variations and creative testing.
• Explore ways to automate repetitive campaign-management and reporting tasks.
• Identify opportunities to use AI for faster testing and better decision-making.
• Stay ahead of emerging AI capabilities relevant to paid marketing.

4. Think creatively about creative performance

At Pickyourtrail, we believe performance is increasingly a function of media × audience × creative.

You will:

• Partner closely with the creative team to develop performance-led creative strategies.
• Translate campaign data into creative insights — what hooks, propositions, formats and visual treatments are working and why.
• Build creative testing frameworks across video, static, UGC, creator-led and other formats.
• Continuously test different hooks, headlines, CTAs, propositions, formats and storytelling approaches.
• Help move the organisation from making more creatives to making better-performing creatives.

5. Own audience and funnel intelligence

• Analyse customer journeys across acquisition channels.
• Identify high-value audiences and opportunities for segmentation.
• Build and test retargeting and remarketing strategies.
• Work with analytics to understand the quality of traffic and leads generated by different campaigns.
• Look beyond CPL/CAC to understand conversion quality, revenue, repeat behaviour and LTV.

6. Work cross-functionally

You will work closely with Marketing leadership, Brand & Creative, Product & Technology, Analytics, CRM and Sales

The goal is to ensure paid marketing isn't operating as an isolated function but as part of the larger growth engine.

What we're looking for

• 4–5 years of hands-on experience in performance/digital marketing.
• Strong experience managing Google Ads and Meta Ads.
• Strong understanding of SEM, paid social, audience targeting, remarketing and conversion optimisation.
• Experience managing meaningful media budgets and being accountable for performance outcomes.
• Strong analytical skills — you should be comfortable looking at numbers and figuring out what is actually driving the result.
• Demonstrated experience running experiments and A/B tests.
• Strong understanding of creative performance and digital advertising formats.
• Curiosity about AI and experience using AI tools in your day-to-day work.
• Ability to work independently and move quickly in a high-growth environment.
• Strong communication skills and the ability to work with creative, analytics and business teams.

Must haves

• Handled large budget efficiently
• Day to day exposure of Analytics tools like Google Analytics 4, Google Trends, Power BI etc
• Understanding of Google Tag Manager (GTM)
• Self-motivated attitude; one who can work alone and in team
• Ability to work in tight deadlines
• Strong analytical/ logical thinking