Location: Coimbatore
Company: HAY!
Employment Type: Full-Time
Experience Required: 3+ years in Fashion / Apparel D2C Retention Marketing (Mandatory)
About HAY!
HAY! is a fast-growing, founder-led women's wear brand with a strong footprint across 50+ retail stores and a rapidly scaling D2C ecosystem.
Built with a vision to deliver stylish, comfortable, and accessible fashion for Indian women, the brand is known for its modern silhouettes, inclusive fits, value-driven pricing, and strong storytelling.
With ambitious expansion plans across digital, retail, and franchising, performance marketing plays a critical role in driving scalable and profitable growth at HAY!
Role Summary:
We are looking for a Senior Performance Marketing Specialist who can independently own, optimise, and scale paid acquisition across Meta & Google.
This role requires deep fashion D2C understanding — not just running ads, but knowing what creatives work, when fatigue sets in, how drops behave, and how to scale revenue without hurting profitability.
You will work closely with the founder, creative team, and e-commerce function, and your decisions will directly impact topline growth.
Key ResponsibilitiesPaid Media Ownership – Meta (Instagram & Facebook)
- Design and execute full-funnel acquisition strategies
- Build campaigns around collections, launches, bestsellers & velocity products
- Continuously test and iterate Reels, UGC, static & carousel creatives
- Actively manage budgets, audiences, placements & bids
- Scale accounts while maintaining healthy ROAS & MER
- Translate creative insights into performance improvements
Paid Media Ownership – Google Ecosystem
- Manage Search, Shopping, Performance Max & YouTube Ads
- Structure high-intent fashion keyword sets
- Scale Shopping & PMax for revenue contribution
- Use YouTube & Display for upper-funnel visibility
- Implement GA4-based retargeting & audience layering
- Optimise campaigns using attribution-led insights
Performance Tracking & Reporting
- Track core metrics: ROAS, MER, CAC, CPC, CTR, CVR, AOV
- Prepare daily, weekly & monthly performance reports
- Strong hands-on ability in Excel / Google Sheets to:
- Build performance dashboards
- Track spends & profitability
- Analyse creative & campaign performance
- Work closely with GA4, Shopify & attribution tools
- Identify scale opportunities, fatigue signals & drop-wise trends
What we're looking for
- 3+ years of hands-on experience in Fashion / Apparel D2C performance
marketing
- Proven ability to scale paid media budgets profitably
- Strong understanding of fashion creatives & content performance
- Advanced expertise in Meta Ads & Google Ads
- Excellent Excel / Sheets skills (mandatory for reporting)
- Comfortable taking complete ownership of outcomes
- Able to operate independently in a fast-moving environment
Why join HAY!
- Opportunity to work with a 50+ store women's fashion brand
- Direct exposure to founder-level decision making
- Ownership of high-impact growth channels
- Strong learning curve in D2C scaling
- Competitive CTC + performance-linked incentives
Hiring Notes
- Immediate joiners preferred
- Full-time commitment required
- Daily performance tracking & reporting discipline expected
