About The Role

As a Senior Manager — Performance Marketing within our autonomous, geography-focused business unit, you will serve as a primary engine of execution and revenue generation. We do not look for traditional executors; we seek Growth Architects — professionals who view regional business, platform operations and marketing through the lens of data and first-principles thinking.

Operating within a fast-paced, high-velocity pod, you will collaborate cross-functionally to manage localized funnels, scale performance metrics and optimize platform health to hit aggressive top-line and bottom-line targets.

Purpose of the Role

To deliver robust top-line growth and bottom-line margins through disciplined platform execution, targeted audience engagement, data-driven optimization and tight cross-functional coordination. You will treat your functional domain as a system to be architected, tested and scaled.

Key Responsibilities

First-Principles Growth & Execution
Deconstruct complex performance funnels into measurable variables, managing full-funnel activation from new user acquisition to repeat engagement.
Plan, execute and scale on-app propositions, digital marketing campaigns and sale event constructs end-to-end with absolute precision.
Optimize live performance daily, utilizing conversion, traffic and margin signals to make real-time programmatic adjustments.
New User Acquisition, App Installs & Product Sales
Own end-to-end acquisition strategy across Google (Search, Shopping, PMax, YouTube, App campaigns), Meta (Advantage+ Shopping, DPA, app install campaigns), Apple Search Ads and programmatic channels.
Drive app install volume and quality — managing CPI, install-to-purchase conversion rates and post-install engagement metrics using Branch and internal measurement for attribution.
Scale new-to-platform customer acquisition while maintaining or improving CAC targets; continuously optimize channel mix based on cost-per-retained-customer, not just cost-per-install.
Build and manage audience strategies — lookalike models, custom audiences, interest-based targeting and broad prospecting. With structured testing to identify high-value acquisition segments.
Identify and eliminate fraud, low-quality installs and attribution gaming across app install channels.
Drive product-level sales performance through paid channels. Structuring campaigns around hero SKUs, new launches, category pushes and seasonal sale events.
Own Shopping and catalog campaign architecture,product feed optimization, Merchant Center management, product set segmentation and dynamic product ad performance.
Plan and execute media strategy for 10–15 major sale events per year (pre-sale, during-sale, post-sale), managing traffic spikes while protecting CPA and ROAS targets.
Build performance frameworks that connect ad spend to actual product economics — contribution margin, ROAS adjusted for returns and true cost-per-profitable-order.
Budget Management, Performance Analytics & Platform Health
Make weekly budget allocation decisions across channels based on performance data. Reallocate aggressively from underperforming channels to high-efficiency opportunities.
Set and track acquisition KPIs: CAC, CPI, Cost per First Purchase, D30 Repurchase Rate by acquisition channel, ROAS, contribution margin adjusted ROAS and new customer percentage.
Present weekly and monthly performance reviews to leadership with clear diagnosis, not just reporting explain why metrics moved and what you're doing about it.
Own end-to-end tracking of critical performance trends, identifying user cohort trends and operational gaps.
Translate localized consumer and market analytics into actionable assortment, campaign targeting and activation decisions.
Maintain strict focus on system stability, aggressively flagging and fixing operational gaps, pricing mismatches, or delivery supply risks.
Cross-Functional Collaboration & Supply Operations
Partner with the creative team to build a structured testing pipeline — brief creative assets, define testing hypotheses and measure creative impact on acquisition efficiency.
Coordinate with product and analytics teams on conversion tracking, attribution setup and measurement infrastructure — own the accuracy of the data you're optimizing against.
Collaborate with category and supply chain teams to align campaign intensity with inventory availability avoid promoting products that are out of stock or overpromoting SKUs that create downstream inventory problems.
Collaborate with the category team on pricing, promotions and assortment decisions that affect campaign performance ensuring marketing investments align with margin targets, not just volume goals.
Design and execute high velocity A/B tests or activation changes with statistical rigor, ensuring every modification is heavily data-backed.
Manage a structured activation and marketing calendar that flows seamlessly alongside macro events and business priorities.

Primary Metrics

What You'll Be Measured On

Cost per First-Time Customer: What we pay to acquire a new buyer, tracked by channel

App Install Volume & Quality: Install count, install-to-purchase rate, post-install engagement

New Customer GMV Contribution:Revenue generated specifically by first-time buyers

Channel-Level ROAS: Return on ad spend adjusted for returns and product margins

D30 Repurchase Rate: Share of acquired customers who buy again within 30 days, by channel

Secondary Metrics

First-Order AOV by Channel: Average basket size of new customers from each acquisition source

New vs. Returning Customer Mix: Share of orders from first-timers vs. repeat buyers

Creative Testing Velocity: Number of creative hypotheses tested per week and win rate

Campaign Contribution Margin: Profit per order after ad cost, COGS and fulfillment

What we won't measure you on: vanity install numbers without quality filters, platform-reported ROAS without backend validation or total order count without customer quality context.

What We Are Looking For

Academic Pedigree

B.Tech./B.E. from an IIT or other Tier-1 engineering institute, or an equivalent degree with a strong quantitative and analytical focus.
MBA from a Tier-1 business school is preferred but not mandatory.

Experience & Competencies

7+ years of professional experience in high-growth environments like e-commerce, quick commerce, consumer-tech or data/business analytics.
The Engineer Mindset: Intensely logical and structured. You possess a natural curiosity to understand the under-the-hood mechanics of any platform, funnel, or user cohort.
Hands-on expertise running Google Ads (Search, Shopping, PMax, App campaigns) and Meta Ads (Advantage+ Shopping, DPA, app install campaigns) at meaningful budgets.
Proven experience driving app installs at scale while maintaining install-to-purchase conversion and post-install quality metrics.
Strong understanding of product feed management, Merchant Center and catalog ad optimization for e-commerce.
Technical Savvy: Highly proficient in Excel/Google Sheets with exposure to SQL, BI data visualization tools (Tableau/Looker), or automation workflows.
Cross-Functional Fluency: Demonstrated comfort and maturity in driving cross-functional alignments with brand, supply chain and central product environments.
Ownership You have the zeal to build robust processes from absolute zero and the execution resilience required to thrive in a high-velocity, concurrent work environment.
Track record of managing sale events and promotional campaigns with measurable GMV impact.

Preference

Experience in beauty, personal care, health, or FMCG categories — understanding of repurchase cycles, seasonal patterns and how beauty consumers discover and buy products online.
Familiarity with incrementality testing — geo-holdouts, channel-off tests, or lift studies to measure true campaign impact.
Experience with mobile attribution platforms (AppsFlyer, Branch, or Adjust) — setting up attribution, measuring post-install events and identifying fraud.
Experience with AI-driven campaign tools (PMax, Advantage+, AI-generated creative) and a clear point of view on where automation helps and where it doesn't.

Good to Have

Prior regional, hyperlocal, or category management experience within quick commerce, marketplace, or hyper-growth consumer apps.
Familiarity with app CMS platforms, digital promotion engines, or inventory optimization systems.
Experience with non-biddable channels — affiliate marketing, influencer performance campaigns, programmatic direct deals.
Knowledge of CPAS (Collaborative Performance Advertising) or similar marketplace-brand collaborative ad products.
SQL proficiency for pulling and analysing acquisition cohort data independently.
Experience building or managing a small performance marketing team (2–5 members).

About Company

Founded in 2011, Purplle has emerged as one of India's premier omnichannel beauty destinations, redefining the way millions shop for beauty. With 1,000+ brands, 60,000+ products, and over 7 million monthly active users, Purplle has built a powerhouse platform that seamlessly blends online and offline experiences.

Expanding its footprint in 2022, Purplle introduced 6,000+ offline touchpoints and launched 100+ stores, strengthening its presence beyond digital. Beyond hosting third-party brands, Purplle has successfully scaled its own D2C powerhouses—FACES CANADA, Good Vibes, Carmesi, Purplle, and NY Bae—offering trend-driven, high-quality beauty essentials.

What sets Purplle apart is its technology driven hyper-personalized shopping experience. By curating detailed user personas, enabling virtual makeup trials, and delivering tailored product recommendations based on personality, search intent, and purchase behavior, Purplle ensures a unique, customer-first approach.

In 2022, Purplle achieved unicorn status, becoming India's 102nd unicorn, backed by an esteemed group of investors including ADIA, Kedaara, Premji Invest, Sequoia Capital India, JSW Ventures, Goldman Sachs, Verlinvest, Blume Ventures, and Paramark Ventures.

With a 3,000+ strong team and an unstoppable vision, Purplle is set to lead the charge in India's booming beauty landscape, revolutionizing the way the nation experiences beauty.

Senior Manager - Performance Marketing