Electrify Growth - Performance Marketing Leader

Role Purpose

The Performance Marketing Manager is responsible for driving qualified, high-intent demand across Greaves Electric Mobility's 2-Wheeler and 3-Wheeler product portfolio through paid digital channels. This role blends strategic thinking with hands-on execution architecting and optimizing a full-funnel acquisition engine that connects media investment directly to vehicle bookings and dealer revenue.

You will own campaigns, attribution, and conversion infrastructure, not just report on them. You will be expected to identify inefficiencies, hypothesize solutions, test rigorously, and implement at speed.

Key Responsibilities

A. Paid Media Strategy & Campaign Management

• Own end-to-end strategy and execution across Google Ads (Search, Performance Max, Display, YouTube), Meta Ads (Facebook & Instagram), LinkedIn (Fleet B2B), and emerging performance channels.
• Design separate campaign architectures and KPI frameworks for 2W retail audiences (B2C, urban/semi-urban) vs. 3W fleet and institutional buyers (B2B, logistics operators, last-mile aggregators).
• Build city-cluster budget models based on EV penetration, dealer density, competition intensity, and regional sales targets; dynamically reallocate spend in response to performance signals.
• Develop and test creative briefs in partnership with the content team; own creative performance data and brief iterations based on CTR, quality lead rate, and CPL.
• Maintain a structured experimentation log: hypothesis test result learning next action.

B. Revenue Attribution & Closed-Loop Reporting

• Design and implement online-to-offline attribution frameworks linking digital touchpoints to test rides, bookings, and deliveries at dealer level.
• Integrate marketing platforms (Google, Meta, LinkedIn) with CRM (LeadSquared / Salesforce or equivalent) and dealer DMS to eliminate data gaps between marketing and sales.
• Track and optimize across the complete funnel: Cost per Lead Cost per Test Ride Cost per Booking Cost per Delivery.
• Build cohort analysis models to compare LTV vs. acquisition cost by channel, city, product, and audience segment.
• Produce weekly performance reports and monthly executive dashboards with actionable insight, not just metrics.

C. Conversion Rate Optimization

• Lead A/B testing on all key landing pages: headline variants, form length, CTA copy, visual hierarchy, and social proof elements.
• Design and optimize lead capture forms with qualification logic, progressive profiling, and minimal friction.
• Manage retargeting audience architecture: segment by funnel stage (awareness / consideration / intent / post-visit), product viewed, city, and recency.
• Partner with UX/product teams on website experience improvements surfaced through CRO data.

D. Analytics, Tracking & Data Governance

• Own GA4 configuration: event schema, conversion goals, funnel visualization, and custom dimensions.
• Maintain pixel accuracy and tag integrity via Google Tag Manager; conduct regular QA audits.
• Design and own performance dashboards (Looker Studio or equivalent) for internal stakeholders and leadership.
• Drive weekly performance reviews and monthly business reviews with Sales and Regional Heads.

E. Dealer & Field Sales Alignment

• Align paid media plans with dealer inventory levels, promotional calendars, and monthly volume targets.
• Monitor and enforce dealer SLAs for digital lead response speed to contact, test ride scheduling rate, booking conversion.
• Create city-cluster performance playbooks for high-growth markets with tailored strategies.

F. Agency & Vendor Management

• Manage performance marketing agencies with outcome-based accountability (CPL, ROAS, CPB) not activity metrics.
• Conduct monthly agency scorecards and drive performance improvement or vendor replacement decisions.
• Evaluate and onboard new MarTech: attribution tools, creative automation, audience platforms, and AI optimization tools.

Candidate Requirements

Must-Have

• 8+ years of performance marketing experience, with at least 3 years managing large-scale multi-city campaigns independently.
• Hands-on expertise in Google Ads (Search, PMax, Display, YouTube) and Meta Ads — campaign architecture, audience strategy, bid management, and creative optimization.
• Advanced GA4: event tracking, custom dimensions, funnel analysis, and audience building.
• Proven O2O attribution experience connecting digital leads to offline sales outcomes.
• CRM integration experience (LeadSquared, Salesforce, HubSpot, or equivalent).
• Strong commercial mindset: fluency in CAC, LTV, ROAS, CPL, CPB, and contribution margin.
• Advanced Excel / Google Sheets: pivot tables, cohort analysis, data modeling.