Overview
Performance marketers run paid acquisition campaigns across Google Ads, Meta Ads, programmatic, affiliate, and influencer channels. Their KPIs are ROAS, CAC, LTV, and conversion rate, not impressions. Indian D2C brands (Mamaearth, boAt, Sugar, MyGlamm), e-commerce (Flipkart, Myntra, Nykaa), and fintech (Cred, Slice) hire heavily. The role is data-driven and quantitative.
Day-to-day responsibilities
Set up and optimise paid campaigns across Google Ads, Meta Ads, LinkedIn Ads, Twitter Ads; build conversion tracking and attribution models; A/B test creative, targeting, and bidding strategies; allocate budget across channels based on ROAS; partner with creative teams on ad assets; monitor competitor campaigns and bid landscape; report weekly on KPIs to growth and finance teams; manage influencer and affiliate partnerships.
Skills required
- Google Ads (Search, Display, Shopping, YouTube)
- Meta Ads Manager (Facebook, Instagram)
- Conversion tracking (GA4, GTM, server-side tracking)
- Attribution models (last-click, MTA, MMM basics)
- Excel and SQL for campaign analysis
- Creative brief writing for designers
- A/B testing methodology
- Budget allocation and ROAS optimisation
Education path
BBA, B.Com, BA, MBA Marketing — broad set of qualifying degrees. Marketing analytics skills (SQL, Excel, attribution) are increasingly essential. Many performance marketers start as digital marketing executives at agencies, then move in-house at D2C brands or e-commerce companies.
Career progression
- 1Performance Marketing Executive (0-2 yrs)
- 2Senior Performance Marketer (2-5 yrs)
- 3Performance Marketing Manager (5-8 yrs)
- 4Head of Performance / Growth (8+ yrs)
- 5CMO / VP Growth
Top employers in India
Useful certifications
- Google Ads Certifications (Search, Display, Video, Shopping)
- Meta Blueprint Certifications
- GA4 Certification
- HubSpot Inbound Marketing
- Reforge Growth Series