Performance marketer

Reporting to: Founder & CEO
Location: Udaipur
About the role
SkinInspired is a dermatologist-led, science-backed skincare brand scaling across D2C, Amazon, Nykaa and Blinkit. We're hiring a Performance Marketing Manager to own paid media, primarily Meta, with Google as a secondary channel at a monthly spend of ₹1 crore+.
This is not a "run the ad account" role. Platform-side execution is increasingly automated: Advantage+, AI-driven bidding, and campaign automation tools handle a growing share of the day-to-day optimization that used to require a dedicated media buyer. What doesn't automate is judgment: knowing when a metric is telling you the truth versus lying, when to scale versus hold, and what's actually driving a number before you react to it. That judgment is the job.
What you'll own
Meta Ads management at ₹1 crore+ monthly spend - campaign structure, budget allocation across SKUs/campaigns, creative testing cadence, and scaling decisions at a spend level where mistakes compound fast.
Commercial ownership of media spend against margin, not just ROAS. You'll work from contribution margin and MER thresholds, not blended ROAS in isolation - and you'll be expected to catch when a "great ROAS" campaign is actually margin-negative once true costs are counted in.
Automation and AI tooling as leverage, not a side project. You should already be comfortable building or configuring automations (Zapier, Make.com, custom GPTs, scripted rules, or similar) to handle reporting, anomaly detection, and routine optimization - freeing your time for the analysis and decisions that need a human.
Cross-channel analytical work. Reading Shopify, Meta, and attribution data together to separate genuine performance from noise - seasonality, promo artifacts, tracking gaps, entry-product mix effects on retention.
Creative strategy, working with our creative/content resources to keep a testing pipeline that reflects real customer language, not agency guesswork.
What you need
Minimum 2 years managing Meta Ads at ₹1 crore+ monthly spend, ideally in D2C/e-commerce (skincare, beauty, or personal care preferred, not required). Agency experience is fine if the spend and account size check out but you should be able to speak to specific accounts, not aggregate agency book size.
Commercial acumen: fluency in contribution margin, CAC payback, and MER, not just ROAS. You should be able to explain, unprompted, why a scaling decision needs a company-wide sales denominator and not a channel-only one.
Demonstrated comfort with automation/AI tools - show us something you've built (a Zapier flow, a custom GPT, a reporting script), not just a claim that you "use AI."
Working SQL or spreadsheet-modeling ability. You don't need to be an engineer, but you need to be able to pull and sanity-check your own numbers rather than waiting on someone else's dashboard.
Comfortable being challenged on numbers. We sanity-check every aggregate against a known magnitude before it goes into a decision - you'll be expected to do the same, including on your own reporting.
What will disqualify you
Pure media-buying background with no comfort in margin/unit-economics conversations.
No hands-on automation or AI-tooling experience beyond "I use ChatGPT to write ad copy."
Cannot name a specific account and specific monthly spend figure they were responsible for at ₹1 crore+ - vague claims about agency-level numbers won't clear this bar.

Work arrangement
No