About the role
- Own full channel-level accountability, e.g. all of Meta or all of Google UAC, including strategy, budget, and headline KPIs for assigned app(s)
- Own and be accountable for business-level KPIs: blended CAC, ROAS, LTV:CAC, F2P%, T2M%, and payback period for your channel(s)
- Set the quarterly/monthly targets for your channel(s) in partnership with leadership and own the roadmap to hit them
- Decide overall budget allocation across your channel(s), campaigns, and apps to maximize portfolio-level efficiency
- Lead and mentor the Assistant Managers/Senior Executives working on your channel(s), reviewing their optimization strategy and decisions
- Own high-stakes root-cause analysis on your channel's KPI misses and present findings/action plans to senior leadership
- Identify and lead new channel, format, or platform opportunities to unlock scale
- Own platform and vendor relationships (Meta, Google, Apple, MMP partners) for your channel(s), including access to betas and account-level support
- Set reporting and process standards for how your channel(s) are tracked and optimized across the team
- Partner with product, analytics, and creative leadership to align channel strategy with broader business goals
- 4–7 years of performance marketing experience, with at least 1–2 years owning full channel-level KPIs and managing a team
- Proven track record of being accountable for, and moving, business-level metrics (blended CAC, ROAS, LTV:CAC), not just campaign-level optimization
- Deep hands-on expertise in at least one major channel (Meta Ads Manager, Google UAC, or Apple Search Ads), with strong working knowledge of the others
- Strong strategic and analytical thinking: able to build a channel roadmap and own the trade-offs, not just react to performance
- Experience managing and developing a team
- Advanced Excel/Google Sheets skills; SQL or scripting (Apps Script/Python) strongly preferred
- Experience in B2C/consumer app marketing at scale, ideally in regional Indian language markets
- Strong stakeholder management and communication skills: comfortable owning and presenting channel performance to senior leadership
- Experience building or scaling creative testing frameworks or fatigue-detection systems
- Exposure to marketing automation/AI tooling for reporting or creative intelligence
- Experience owning a channel across multiple apps/markets simultaneously
- Full accountability for your channel's KPIs with a demonstrated, measurable improvement quarter over quarter
- A functioning, well-mentored team executing consistently against your channel strategy
- A channel roadmap actively shaping product and creative decisions, backed by clear ownership of outcomes