Performance Marketing Manager

About the Role

We are looking for an experienced Performance Marketing Manager to manage and grow MutualFundWalas digital acquisition and performance marketing activities.

The candidate will be responsible for planning, launching, managing and optimizing campaigns across Google Ads, Meta Ads and other relevant advertising platforms. The person should have a strong understanding of app marketing, lead generation, user acquisition, conversion tracking, attribution and performance analytics.

The candidate will also work closely with the SEO, SMM and Graphics Design teams to plan creatives and campaigns that generate quality users and business results.

The ideal candidate should be able to independently manage the complete performance marketing function, from strategy and campaign setup to analytics, optimization, reporting and business decision-making.

Key Responsibilities

Paid Marketing & Campaign Management

• Plan and execute performance marketing strategies for MutualFundWala.
• Manage Google Ads campaigns across relevant campaign types.
• Manage Meta Ads campaigns across Facebook and Instagram.
• Plan campaigns for:
• App installs
• User acquisition
• KYC/account activation
• SIP investments
• One-time/lumpsum investments
• Lead generation
• Retargeting and re-engagement
• Brand awareness where required
• Create campaign structures, audience segments, budgets and bidding strategies.
• Monitor campaign performance on a daily basis.
• Optimize campaigns based on CPI, CPA, CPL, ROAS, conversion rate and overall business performance.
• Manage campaign budgets and ensure efficient utilization of marketing spend.
• Identify opportunities to scale high-performing campaigns while controlling acquisition costs.
• Conduct A/B testing for audiences, creatives, ad copies, landing pages and campaign strategies.
• Identify underperforming campaigns and take corrective action.

Creative & Campaign Coordination

• Work closely with the SMM and Graphics Designer to plan performance marketing creatives.
• Identify which creative formats, messaging and concepts are generating better results.
• Provide creative briefs to the design team based on campaign objectives.
• Test multiple creative variations for Meta and Google campaigns.
• Coordinate with the SMM team for video/reel-based advertising creatives.
• Continuously test new hooks, concepts, formats and messaging.
• Ensure creatives are aligned with MutualFundWala's brand guidelines and campaign objectives.

Business & Growth Responsibilities

• Understand MutualFundWala's business model, products and investment journey.
• Work with the Product, Technology, SMM, SEO and Business teams to improve acquisition and conversion.
• Understand business metrics and connect marketing spend with actual business outcomes.
• Identify new acquisition opportunities and advertising platforms.
• Research competitors and their digital marketing strategies.
• Develop strategies for improving CAC and overall marketing ROI.
• Prepare weekly and monthly performance reports for management.
• Present campaign performance, key learnings and future action plans to management.
• Take ownership of performance marketing targets and deliver measurable business growth.

Mandatory Skills

• 510 years of experience in Performance Marketing / Digital Marketing.
• Strong hands-on experience with Meta Ads Manager.
• Strong hands-on experience with Google Ads.
• Experience managing significant advertising budgets.
• Strong understanding of app/user acquisition campaigns.
• Strong knowledge of campaign optimization and scaling.
• Experience with AppsFlyer.
• Experience with Firebase Analytics.
• Good understanding of attribution and conversion tracking.
• Strong understanding of:
• CAC
• CPI
• CPA
• CPL
• ROAS
• CTR
• CPC
• Conversion Rate
• LTV
• Experience with retargeting and remarketing campaigns.
• Strong analytical and problem-solving skills.
• Good understanding of marketing funnels.
• Ability to coordinate with SMM, SEO, Design, Product and Development teams.
• Strong communication and reporting skills.
• Ability to independently manage performance marketing activities from planning to execution.

Preferred Skills

• Experience in FinTech, Mutual Funds, Banking, Investment, Insurance or other financial services.
• Experience promoting financial/investment applications.
• Experience with app acquisition and investment/financial conversion funnels.
• Knowledge of Google Tag Manager.
• Knowledge of GA4.
• Experience with deep linking and attribution.
• Understanding of Firebase event implementation.
• Experience with Meta Pixel, Conversions API and app events.
• Experience with landing page optimization and CRO.
• Experience working with high-growth startups or consumer apps.