Performance Marketing Manager

Package: ₹4.8-7.2 LPA

Location: Gurgaon

Full-Time

About the Role

Tickle Wickle is an indoor play and experience centre for children aged 1–10, located in Gurgaon. As a service-led business, our revenue is driven by birthday party bookings, memberships, group visits, and walk-ins — making qualified lead generation the primary objective of all marketing activity.

The Performance Marketing Manager will own all paid digital channels, with a clear mandate to drive measurable enquiries across these revenue streams. This is a lead generation role, and candidates with a background in service or experience-based industries — such as hospitality, events, EdTech, or wellness — will be well-suited to its demands.

Key Responsibilities

• Plan, execute, and optimise hyperlocal paid campaigns on Meta and Google, targeting parent demographics across key Gurgaon catchment areas including DLF, Golf Course Road, Sohna Road, and South City.
• Design and manage lead generation funnels — including WhatsApp click-to-chat campaigns, lead forms, and landing pages — optimised for birthday party enquiries, membership sign-ups, and group booking leads.
• Implement and maintain end-to-end lead tracking infrastructure: Meta Pixel, Google Tag Manager, UTM parameters, form-to-CRM integrations, and call tracking where required.
• Define and own performance targets including Cost Per Lead (CPL), lead volume, and lead-to-booking conversion rates by channel.
• Plan and execute seasonal campaigns aligned with key demand periods — summer holidays, Diwali, Christmas, and school breaks.
• Manage the monthly paid media budget with rigour; deliver weekly performance reports covering CPL, ROAS, CTR, and channel-level breakdowns.
• Brief internal creative resources on campaign requirements; continuously test ad formats, creatives, and audience segments.
• Coordinate with the CRM Executive to ensure all incoming leads are accurately captured, attributed, and handed off within agreed SLAs.

Requirements

• 3–6 years of performance marketing experience, with a demonstrable focus on lead generation rather than direct e-commerce or product sales.
• Prior experience in a service or experience-based industry — hospitality, events, leisure, EdTech, or wellness — is strongly preferred.
• Hands-on proficiency with Meta Ads Manager and Google Ads (Search, Display, and YouTube).
• Strong working knowledge of lead tracking tools and methodology: pixel configuration, GTM, UTM structures, and CRM integrations.
• Experience with hyperlocal targeting strategies including radius targeting, PIN code segmentation, and custom audience building.
• Analytical capability to interpret campaign data, identify performance gaps, and implement corrective actions.
• Bachelor's degree in Marketing, Business, or a related field.

Preferred Qualifications

• Experience running campaigns via WhatsApp Business API or click-to-WhatsApp ad formats.
• Working familiarity with CRM platforms such as Zoho, HubSpot, or Leadsquared.
• Google Ads or Meta Blueprint certification.

About Tickle Wickle

Tickle Wickle offers a high-ownership environment where marketing decisions translate directly into bookings and business outcomes. The Performance Marketing Manager will have full accountability over paid channels and will work closely with the CRM and Sales functions as part of a focused, senior team.