Digital Performance Marketing & CRM Specialist

Location: Thane
CTC: ₹3.6–6 LPA
Company: Union Living
About the Role
We’re looking for a hands-on, data-driven Digital Performance Marketing & CRM Specialist to own our paid marketing engine and the systems that sit behind it.
This role is not just about running ads.
You will be responsible for Meta performance, marketing budgets, lead generation, analytics, reporting, CRM, WhatsApp automation, integrations and building systems that help us convert more leads into residents.
If you enjoy looking at numbers, figuring out what is working, fixing what isn't, and building systems that make marketing more efficient this role is for you.
What You'll Own
Plan, execute and optimise Meta Ads campaigns across Facebook and Instagram with a strong focus on lead generation and conversions.
Own monthly marketing budgets, campaign allocation and spend optimisation to maximise ROI.
Track and analyse key performance metrics including CPL, CAC, lead quality, conversion rates, ROAS and occupancy impact.
Build and maintain weekly and monthly performance reports and dashboards for management.
Analyse the complete funnel from ad → lead → CRM → follow-up → site visit → booking and identify areas for improvement.
Work closely with the sales and operations teams to improve lead quality and conversion rates.
Manage and optimise CRM systems and ensure accurate lead capture, routing, tagging, tracking and follow-ups.
Set up and manage WATI / WhatsApp automation for lead communication, follow-ups, reminders and customer journeys.
Work on CRM, WhatsApp, website and marketing platform integrations to ensure seamless movement of data across systems.
Build automated workflows to reduce manual intervention and improve lead response and follow-up.
Set up tracking, pixels, events, UTM structures and other marketing measurement systems.
Work with content and design teams to develop and test high-converting creatives and messaging.
Continuously run A/B tests across audiences, creatives, campaigns and landing pages.
Identify opportunities to use AI and automation to improve campaign performance, reporting and marketing workflows.
Build scalable marketing processes and systems as Union Living continues to expand.
What We're Looking For
2–5 years of hands-on experience in performance marketing, paid media, growth marketing or a similar role.
Strong hands-on experience with Meta Ads Manager — this is a must.
Experience managing marketing budgets and taking ownership of campaign performance.
Strong analytical skills with the ability to interpret campaign and funnel data and make decisions based on it.
Experience creating performance reports, dashboards and management-level MIS.
Strong understanding of lead-generation funnels and conversion optimisation.
Hands-on experience with CRM platforms such as LeadSquared, HubSpot, Zoho or similar.
Experience with WATI / WhatsApp Business API and automation is strongly preferred.
Understanding of API/integrations and connecting CRM, WhatsApp, website and marketing systems.
Good understanding of Google Analytics/GA4, pixels, tracking and UTM parameters.
Comfortable working with spreadsheets and data.
Strong coordination skills across marketing, sales, design and technology teams.
Ability to independently identify a problem, figure out a solution and implement it.
The Kind of Person We're Looking For
You should be someone who doesn't just say:
“The CPL has increased.”
You should be asking:
“Why has the CPL increased, where is the funnel dropping, what can we change, and how do we fix it?”
We want someone who is analytical, curious, hands-on and extremely execution-oriented.
Someone who can run a Meta campaign in the morning, analyse the numbers in the afternoon, fix a CRM workflow in the evening and come back the next day with a better system.
Why This Role?
You'll have direct ownership of a critical part of Union Living's growth engine.
You'll work across Performance Marketing + CRM + WhatsApp + Analytics + Automation + Growth, with the opportunity to build systems from the ground up as we scale.
If you like numbers, marketing, systems and making things work, we'd love to hear from you.

Work arrangement
No