Performance Marketing
Zuget Llp · Hyderabad · onsite · Posted 50d ago
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About this role
Job Title: Senior Performance Marketing Manager App Bookings & Growth
Location
Hyderabad
Employment Type
Full-time
Experience
5–10+ years
Role Objective
We are looking for an experienced Performance Marketing Manager who can generate direct paid bookings inside our mobile apps without depending on telecallers or sales calls.
The person will be responsible for generating profitable app bookings for:
* Zuget – Consumer delivery / commerce app
* Long Drive Cars – Self-drive car rental app
The primary goal of this role is:
Ad Click App Install/Open Product/Car Selection Checkout Payment Confirmed Booking
The candidate should have strong hands-on experience with Meta Ads, Google Ads, App Campaigns, remarketing, analytics, attribution and conversion optimization.
Key Responsibilities
1. Meta Ads
Plan, launch and optimize campaigns across:
* Reels
* Stories
* Feed
* Advantage+ campaigns
* App promotion campaigns
* Retargeting campaigns
* Lookalike audiences
* Custom audiences
The candidate should know how to optimize campaigns for purchase/booking events, not only clicks, reach or app installs.
2. Google Ads
Manage and optimize:
* Google App Campaigns
* Google Search Ads
* Performance Max
* YouTube Ads
* Display remarketing
* Brand campaigns
* Competitor keyword campaigns
* High-intent search campaigns
Build campaigns focused on users who are ready to transact.
Examples:
Long Drive Cars:
* Self-drive cars Hyderabad
* Car rental near me
* Self-drive Creta Hyderabad
* Car rental without deposit
* Weekend car rental
Zuget:
* Food/fashion/products near me
* Fast delivery
* Nearby stores
* Same-day / instant delivery searches
3. Full-Funnel Marketing
The candidate must understand and manage the entire customer funnel.
Top Funnel
Generate awareness and qualified traffic.
Middle Funnel
Retarget:
* App installers who did not book
* Product viewers
* Car viewers
* Search users
* Add-to-cart users
* Checkout drop-offs
Bottom Funnel
Convert high-intent users using:
* Dynamic retargeting
* Limited-time offers
* Price-led campaigns
* Personalized creatives
* Abandoned checkout campaigns
* Deep-linked ads
Retention Funnel
Bring previous customers back for another booking or order.
4. Direct App Booking Growth
The most important responsibility is to increase:
Direct confirmed bookings inside the app.
The candidate should continuously improve:
* Install-to-registration conversion
* Registration-to-search conversion
* Search-to-product/car-view conversion
* Product-view-to-cart conversion
* Cart-to-checkout conversion
* Checkout-to-payment conversion
* Payment-to-confirmed-booking conversion
The person should identify where users drop and work with product/design/development teams to improve conversion.
5. App Analytics & Attribution
Must have experience with tools such as:
* Firebase Analytics
* Google Analytics 4
* Google Tag Manager
* Meta Pixel / Conversions API
* Google Ads conversion tracking
* AppsFlyer / Adjust / Branch or similar MMP
* Deep linking
* App events
* Server-side conversion tracking
Must be able to track events such as:
* App install
* Registration
* Search
* Product/car view
* Add to cart
* Checkout initiated
* Payment initiated
* Booking completed
* Repeat booking
6. Campaign Economics
The candidate will be responsible for controlling:
* Cost Per Install
* Cost Per Registration
* Cost Per Add to Cart
* Cost Per Checkout
* Cost Per Booking
* Customer Acquisition Cost
* ROAS
* Marketing contribution margin
* New customer CAC
* Repeat customer CAC
* Lifetime Value
The focus should be:
Profitable bookings, not vanity metrics.
7. Retargeting
Create strong retargeting campaigns for users who:
* Installed but never booked
* Viewed cars/products
* Abandoned carts
* Abandoned checkout
* Payment failed
* Previously booked
* Have not booked for 30/60/90 days
Build separate audiences and creatives for each stage.
8. Creative Testing
Work with designers and video editors to continuously test:
* Reels
* UGC ads
* Static creatives
* Carousel ads
* Offer ads
* Comparison ads
* Problem-solution ads
* Customer testimonial ads
* Price-focused ads
* Urgency ads
* Retargeting creatives
Run structured A/B tests for:
* Creative
* Headline
* Offer
* Audience
* Landing/app screen
* CTA
* Pricing message
9. Conversion Rate Optimization
The candidate should not stop at running ads.
They should analyze the app and recommend improvements to:
* Home screen
* Search
* Product/car listing
* Product/car detail page
* Pricing
* Offers
* Checkout
* Payment
* Trust signals
* Cancellation information
* Booking confirmation
The goal is to remove every unnecessary step between advertisement and successful payment.
10. Budget Management
Manage significant monthly advertising budgets while maintaining profitability.
The candidate should know:
* When to scale campaigns
* When to stop campaigns
* How to increase budgets without destroying ROAS
* How to identify creative fatigue
* How to allocate budget between Meta and Google
* How to allocate budget between new customers and retargeting
* How to allocate budget by location, product category, car type, day and time
Key Performance Indicators
The employee will primarily be evaluated based on:
1. Number of direct app bookings
2. Cost per confirmed booking
3. Customer Acquisition Cost
4. ROAS
5. Revenue generated through paid campaigns
6. Install-to-booking conversion rate
7. Checkout conversion rate
8. Repeat booking rate
9. Retargeting conversion rate
10. Marketing contribution margin
App installs alone will NOT be considered a success metric.
Mandatory Skills
* 5+ years of hands-on performance marketing experience
* Strong Meta Ads expertise
* Strong Google Ads expertise
* Mobile app marketing experience
* E-commerce / marketplace / travel / mobility experience preferred
* Strong understanding of conversion funnels
* Strong analytics knowledge
* Firebase / GA4 experience
* App attribution experience
* Retargeting expertise
* Deep-linking knowledge
* Strong Excel / Google Sheets analytical skills
* Ability to handle large campaign budgets
* Strong understanding of CAC, LTV and ROAS
Preferred Background
Candidates who have previously worked with companies or industries such as:
* Food delivery
* Quick commerce
* E-commerce
* Travel
* Hotel booking
* Cab booking
* Car rental
* Mobility
* Fashion commerce
* D2C
* Marketplace apps
will be strongly preferred.
Experience generating transactions directly inside apps is more important than experience generating leads.
Important Candidate Requirement
We are NOT looking for someone whose strategy is:
Run Lead Ads Collect Phone Numbers Give Leads to Telecallers.
We need someone who can build:
Ads App Checkout Online Payment Confirmed Booking
without requiring a salesperson to call the customer.
Interview Requirement
Candidates must be ready to explain:
1. How many direct transactions/bookings they generated in their previous company.
2. Monthly ad budget they personally managed.
3. Best cost per acquisition achieved.
4. ROAS achieved.
5. How they improved app conversion rate.
6. Their Meta Ads strategy.
7. Their Google Ads strategy.
8. Their app retargeting strategy.
9. Their attribution setup.
10. Their strategy to generate direct bookings without telecalling.
Candidates should preferably show actual campaign dashboards or anonymized performance reports from previous roles.
Ideal Candidate
We are looking for someone who thinks like a Growth Owner, not just an Ads Manager.
They should be able to say:
“Give me the product, app analytics and advertising budget. I will identify where customers are dropping, improve the funnel, run acquisition and retargeting campaigns, and increase profitable direct bookings.”
The candidate should take end-to-end ownership of paid customer acquisition and app conversion for both Zuget and Long Drive Cars.
I would advertise this role primarily as “Senior Performance Marketing Manager – App Growth & Direct Bookings” or “Head of Performance Marketing – App Acquisition & Revenue.”
Most importantly, during hiring, ask for proof of actual purchase/booking campaigns. Avoid candidates whose main experience is only lead generation, app installs, social-media posting or brand awareness.
Sourced from naukri