Performance Marketing Manager

1. Campaign Strategy & Ownership

• Develop and own the annual performance marketing roadmap across Meta (Facebook, Instagram, Messenger, Audience Network) and Google Ads (Search, Shopping, Display, YouTube, Performance Max, Demand Gen).
• Build full-funnel paid media strategies aligned to ICICIDirect’s acquisition and activation goals across products: Demat & trading accounts, mutual funds, IPO subscriptions, bonds, and insurance.
• Define audience segmentation frameworks including prospecting, retargeting, lookalike, and CRM-matched audiences, calibrated to each product’s conversion funnel.
• Lead quarterly and annual budget planning and allocate media spend dynamically across platforms, campaigns, and audience tiers based on performance data.
• Translate business objectives into measurable paid media KPIs: CPL, Cost per Account Opened, ROAS, CAC, retention rates, and LTV ratios.

2. AI & Automation Integration (Core to this Role)

• Champion AI-literate practices across the performance marketing function; act as the internal expert on LLM and generative AI applications in paid media.
• Design and implement AI-powered feedback loops: ingest signals from Meta and Google Ads APIs and feed them into journey optimisation, audience refinement, and communication fine-tuning workflows.
• Use LLM tools (such as ChatGPT, Gemini, Claude, or custom-built prompting workflows) to accelerate creative ideation, copy generation, and audience hypothesis testing at scale.
• Fine-tune AI models or prompt pipelines using first-party performance data to personalise ad communication by audience segment, product, and funnel stage.
• Build or oversee automated alerting and optimisation systems that flag budget pacing issues, CTR anomalies, Quality Score degradation, or frequency overload in real time.
• Evaluate and implement AI-native ad tools including Google’s Smart Bidding, Meta Advantage+, and emerging AI-driven campaign types.

3. Campaign Execution & Optimisation

• Oversee day-to-day campaign management including structure, bidding, creative rotation, negative keyword lists, audience exclusions, and quality score optimisation.
• Drive systematic A/B and multivariate testing across ad copy, visuals, CTAs, landing pages, and audience definitions; institutionalise a test-and-learn culture.
• Manage keyword strategy: research, match-type planning, search term analysis, and bid adjustment across brand, non-brand, and competitor terms.
• Leverage Performance Max campaigns intelligently, monitoring asset group performance and supplementing with targeted Search and Display for high-intent segments.
• Actively manage Meta campaign objectives (Leads, Conversions, Traffic) and test newer formats including Reels ads, Advantage+ Shopping, and Click-to-WhatsApp.
• Optimise Google UAC / App Campaigns for ICICIDirect’s mobile app installs and in-app activation events.

4. Data, Attribution & Analytics

• Own the measurement and attribution framework: implement and maintain Google Tag Manager, GA4, Meta Pixel, and Meta Conversions API (CAPI) for server-side event tracking.
• Define and govern the conversion event hierarchy: from ad click to account open, first trade, and funded account milestones.
• Build and maintain live performance dashboards using Looker Studio, Power BI, or Tableau, providing the leadership team with daily and weekly visibility.
• Partner with the data science team on propensity modelling, predictive LTV scoring, and lookalike seed audience construction.
• Conduct post-campaign analysis, incrementality testing, and holdout experiments to measure true campaign impact beyond last-click attribution.
• Ensure compliance with data privacy standards including DPDP Act requirements relevant to audience targeting and customer data usage.

5. Creative & Content Direction

• Brief the creative studio or agency with data-driven insights; define creative hypotheses and success metrics before production.
• Oversee the creative testing framework: ensure every campaign has a structured test matrix for format, message angle, visual style, and CTA.
• Leverage AI-based content/image generation tools to produce rapid creative variants for testing without dependency on long production cycles.
• Guide the development of platform-native formats: YouTube non-skippable and bumper ads, Meta Stories and Reels, Google Responsive Display Ads, and Dynamic Search Ads.

6. Compliance & Governance

• Ensure 100% compliance of all paid ad content with SEBI, AMFI, IRDAI, and RBI advertising guidelines applicable to financial products and investment services.
• Coordinate with the legal and compliance team for pre-approval of ad creatives and landing page content before any campaign goes live.
• Maintain an audit trail of approved creatives and stay updated on platform-level financial advertising policy changes (Meta Financial Services policy, Google Financial Products policy).

7. Team & Stakeholder Management

• Manage, mentor, and develop the Performance Marketing Analyst; define their KPIs, support their growth, and build team capability in AI tools and data analysis.
• Collaborate closely with SEO, CRM, product marketing, and growth teams to ensure consistent full-funnel messaging and avoid cannibalisation.
• Present performance reviews and campaign plans to senior leadership with clear business impact narratives and forward-looking recommendations.
• Evaluate and manage relationships with media agencies, technology vendors, and platform representatives (Google, Meta account teams).

Qualification:

• Bachelor’s degree in Marketing, Business, Engineering, or a related field.
• MBA or equivalent qualification preferred.
• Certifications in Google Ads, Meta Blueprint, or similar platforms will be an added advantage.

Experience and Skills:

• 2–4 years of hands-on experience managing campaigns on Google Ads (Search, Display, YouTube, Performance Max) and Meta Ads Manager.
• Good understanding of financial products such as equities, derivatives, mutual funds, and IPOs.
• Awareness of regulatory frameworks governing financial advertising (SEBI, AMFI, IRDAI, RBI).
• Demonstrated experience in managing large-scale campaigns across Meta and Google platforms.
• Strong expertise in Google Ads (Search, Display, YouTube, Performance Max) and Meta Ads ecosystem.
• Proficiency in analytics tools such as Google Analytics (GA4), Google Tag Manager, and attribution platforms.
• Experience in reporting and visualization tools including Excel, Power BI, Tableau, or Looker Studio.
• Working knowledge of SQL or data analysis is a plus.
• Familiarity with AI tools (ChatGPT, Gemini, Claude) and their application in performance marketing.
• Understanding of marketing automation, attribution models, and customer data platforms (CDPs).
• Strong analytical thinking and problem-solving capabilities
• High ownership, result orientation, and attention to detail.
• Excellent communication and stakeholder management skills.
• Ability to thrive in a fast-paced, data-driven environment.