Digital Marketing Specialist

Performance Marketing Manager – B2C
Location: India / Remote
Experience: 5–8 years
Target Markets: USA & Europe
Employment Type: Full-time
About the Role
We are looking for a Performance Marketing Manager to own and scale B2C customer acquisition across the US and European markets.
This is a hands-on growth role for someone who combines paid media expertise, data-driven optimization, consumer psychology, experimentation and strong analytical thinking. You will be responsible for acquiring high-quality consumers efficiently, improving conversion across the customer journey, and continuously optimizing CAC, ROAS, LTV and overall marketing ROI.
The ideal candidate has experience managing significant paid-media budgets and understands how to build and optimize campaigns for mature Western markets, particularly the US and Europe.
Key Responsibilities
1. Paid Acquisition & Media Buying
Own end-to-end performance marketing across Google Ads, Meta Ads, YouTube, Performance Max and other relevant paid channels.
Develop and execute customer acquisition strategies for US and European B2C audiences.
Manage campaign structures, audience segmentation, bidding, budgets, creatives and landing pages.
Continuously optimize campaigns against CAC, CPA, CPL, ROAS and LTV.
Identify opportunities to scale successful campaigns while maintaining acquisition efficiency.
Test new paid channels and emerging acquisition platforms where relevant.
2. Full-Funnel Growth
Own the consumer journey from ad impression → click → landing page → registration/purchase → activation → retention.
Identify funnel drop-offs and develop experiments to improve conversion rates.
Work closely with product, UX, CRM and engineering teams to improve customer activation and retention.
Develop strategies to improve customer lifetime value and payback period, not simply lead or install volume.
3. Creative & Experimentation
Build a structured creative testing framework across Meta, Google and other channels.
Test different messaging, hooks, formats, offers, audiences and landing pages.
Use performance data to identify winning creative concepts and scale them.
Work with designers, copywriters and content teams to produce high-performing consumer creatives.
Leverage AI tools for creative ideation, ad copy, testing and campaign analysis.
4. Analytics & Attribution
Own performance measurement and marketing analytics.
Work with tools such as GA4, Firebase, AppsFlyer, GTM, Mixpanel or similar platforms.
Build dashboards to monitor acquisition, conversion, CAC, ROAS, LTV and cohort performance.
Analyze D1/D7/D30 retention and cohort economics where applicable.
Improve attribution and tracking to enable better budget allocation.
Move beyond last-click metrics toward incrementality, attribution and customer economics.
5. CRO & Landing Page Optimization
Partner with product/design teams to improve landing-page and conversion performance.
Develop and manage A/B tests across landing pages, forms, offers and user journeys.
Use tools such as Hotjar, Unbounce or similar platforms to identify behavioral and conversion opportunities.
6. Market Expansion – US & Europe
Develop market-specific acquisition strategies for different consumer segments across the US and Europe.
Understand differences in consumer behavior, competition, CPCs, conversion rates and economics across markets.
Localize campaigns, creatives and messaging where required.
Identify new audiences, geographies and acquisition opportunities.
Key KPIs
The role will be measured primarily on business outcomes, including:
Customer Acquisition Cost (CAC)
Cost per Acquisition (CPA)
Return on Ad Spend (ROAS)
Customer Lifetime Value (LTV)
LTV/CAC
Conversion Rate
Revenue from paid acquisition
New customer growth
Activation and retention
Payback period
Incremental revenue / contribution margin
Required Experience
5–8 years of hands-on performance/growth marketing experience, preferably in B2C, consumer technology, apps, ecommerce, fintech, subscription or digital services.
Strong experience with Google Ads and Meta Ads.
Experience managing meaningful monthly advertising budgets.
Proven experience scaling campaigns while improving CAC/CPA and ROAS.
Strong understanding of full-funnel B2C acquisition.
Experience with A/B testing and CRO.
Strong analytical and data interpretation skills.
Experience with GA4, GTM and an attribution/analytics platform such as AppsFlyer, Firebase or Mixpanel.
Experience working with product, engineering, CRM and analytics teams.
Strong understanding of consumer acquisition economics.
Preferred Experience
Experience specifically targeting US and/or European consumers.
Experience with mobile apps, subscriptions, e-commerce, marketplaces or consumer services.
Experience with YouTube, DV360, Performance Max or other programmatic channels.
Knowledge of MMM, incrementality testing and predictive bidding.
Experience using AI/LLMs for marketing analysis, creative development and automation.
Experience building automated performance reporting and dashboards.

Work arrangement
No