AM, Performance Marketing
About the role
An Associate Manager, Performance Marketing who can independently own and scale paid media across Meta and Google for a low-frequency, considered-purchase brand. The role rewards strong first-party audience and segmentation thinking, hands-on command of both ad platforms, and disciplined tracking and diagnostics. 2 to 5 years of hands-on performance marketing experience is the baseline.
Description
The AM Performance Marketing runs day-to-day paid media campaigns across Meta and Google for Client, a brand selling considered, low-frequency-purchase products. The core mandate is solving a relevance problem, using data and segmentation to reach genuinely in-market buyers rather than broad interest pools.
Experience
2-5 years in performance marketing with hands-on Meta and Google campaign management, either in-house at a brand or in a direct-to-client agency role with real autonomy
Location
Gurgaon (HQ)
Roles and responsibilities
- Build, optimise, and manage Google campaigns across Search, Shopping, Display, and YouTube including keyword management, bid strategy, and budget pacing
- Build and manage Meta campaigns across awareness, consideration, and lead-gen with audience architecture, creative testing, and ROAS/CPL ownership
- Develop audience segmentation and profiling using first-party data, behaviour, and intent signals to find genuinely in-market buyers
- Produce weekly performance reporting by channel, campaign type, and creative with interpretation and next-week optimisation plan
- Brief the Creative Lead on performance-specific assets with specificity on objective, audience, placement, hook, CTA, and format
- Own UTM taxonomy, QA pixel and GA4 event firing, and escalate tracking issues with proposed fixes
Must haves
- 2-5 years hands-on paid media with live Meta and Google campaign management and real budget autonomy
- Has built Meta campaigns from scratch with understanding of objective selection and audience architecture
- Hands-on Google Ads experience across Search, Shopping, and at least one other format with keyword strategy and bid mechanics
- Genuine data and segmentation orientation, builds and uses customer segments, thinks in cohorts and intent
- Numerically comfortable: thinks in CPL, ROAS, and CPA and can bridge media spend to business outcome
- Tracking literacy: GA4, pixels, and UTM parameters sufficient to identify attribution errors
Should haves
- Experience managing paid media inside an in-house brand team or in an autonomous client-facing agency seat
- Proven ability to bypass broad interests and execute advanced, first-party data segmentation strategies
- Fast and disciplined documentation habits for tracking manual daily campaign optimization changes
Non-negotiables
- Obsessive data-and-segmentation orientation specifically optimized for low-frequency, considered-purchase products
- High execution rigour; diagnoses performance fluctuations independently via hard numbers instead of blaming algorithms
Additional comments
The role is explicitly framed as execution, not strategy, the Head of Digital sets strategy and the AM executes with speed and rigor. The 'relevance problem' (spending budget on broadly plausible rather than genuinely in-market buyers for low-frequency, high-consideration products like windows) is described as the headline test for the right candidate. Ownership of CPL and ROAS numbers is emphasized, with an expectation that the AM diagnoses and fixes performance drops independently rather than attributing them to the algorithm.
How the assessment works
After you sign up, Leo helps you set up your profile from your CV, then you complete a short case-study assessment for this role. Your work is scored against a rigorous benchmark, so you are judged on the quality of your thinking, not your pedigree.