AVP - Performance Marketing

Overview

This role drives new user acquisition through performance marketing campaigns across web and app, owning the full lifecycle from campaign strategy to ensuring the accuracy of the data behind every decision.

What you'll do

• Plan, execute, and optimize performance marketing campaigns across digital channels to drive new user acquisition for web and mobile app platforms.
• Own and deliver acquisition goals, including customer acquisition cost (CAC), user volume, revenue and efficiency metrics, while optimizing budget allocation across channels, audiences, and campaign objectives.
• Develop and execute structured experimentation frameworks across creatives, audience targeting, bidding strategies, and channel mix to continuously improve campaign performance and scale growth.
• Own the end-to-end user acquisition measurement framework, ensuring campaign performance data is accurate, reliable, and actionable.
• Manage and validate tracking implementations across advertising platforms, web analytics tools, mobile attribution systems, and backend/product ecosystems to ensure seamless data capture.
• Investigate, troubleshoot, and resolve data discrepancies across multiple systems, serving as the primary point of contact for acquisition reporting accuracy.
• Establish and maintain robust methodologies to accurately distinguish new users from returning users, ensuring consistent and reliable performance measurement.
• Drive optimization of the end-to-end user journey, from first ad engagement through activation, identifying conversion bottlenecks and drop-off points across the acquisition funnel.
• Partner with Product, Design, and Growth teams to improve user experience across landing pages, app store pages, onboarding flows, and activation journeys through data-driven testing and experimentation.
• Leverage behavioral and funnel analytics to diagnose whether performance challenges stem from acquisition strategies or product experience and collaborate with relevant teams to implement corrective actions.
• Collaborate closely with relevant teams to ensure tracking, attribution, and measurement requirements are correctly implemented and maintained as products evolve.
• Partner with Product, Analytics, and Business stakeholders to align on user definitions, acquisition metrics, measurement methodologies, and reporting frameworks.
• Act as a key stakeholder in driving data-driven decision making by providing insights and recommendations to improve acquisition performance and user growth outcomes.
• Lead and manage agency relationships, holding partners accountable for delivering acquisition, efficiency, and quality targets through rigorous performance tracking, reviews, and optimization governance.
• Develop and deliver executive level dashboards and performance reviews, providing data-driven insights, actionable next steps, and recommendations to optimize acquisition performance and business impact.

What you'll need

• Bachelor's or master's degree in business administration, Digital Marketing, or a related field.
• 9+ years of experience in performance marketing, growth marketing, or user acquisition roles.
• Strong executive presence with the confidence to influence stakeholders and drive decisions.
• Self-motivated and adaptable, with the ability to work independently, navigate ambiguity, and exercise sound judgment.
• Excellent communication, stakeholder management, organizational, and presentation skills.
• Demonstrated ownership mindset with strong project management, multitasking, and execution capabilities, coupled with a relentless focus on delivering results.
• Ability to build trusting relationships across all levels and in the immediate / extended team internationally, and be known and regarded as a trusted competent advisor.
• Driving innovation: a believer in continuous improvement of services, processes and operational efficiency, with curiosity and critical thinking.
• Business acumen: spends time to ensure understanding of the business and aligns accordingly.
• Change agent: ability to diagnose correctly, design and execute interventions, and ensure communication through appropriate channels in a concise and proactive manner.
• Execution champion: focuses and ensures closure without compromising on quality of the output, and raises or flags issues as necessary while moving forward with a solutioning approach.

Details

• Location: Mumbai, One World Center, 19th Floor, Lower Parel.
• Hybrid position: regular performance of job responsibilities virtually as well as in-person at an assigned TU office location for a minimum of two days a week.
• Willingness to travel as required.