Performance Marketing Manager

About Times Internet

At Times Internet, we create premium digital products that simplify and enhance the lives of millions. As India's largest digital products company, we have a significant presence across a wide range of categories, including News, Sports, Fintech, and Enterprise solutions.

Our portfolio features market-leading and iconic brands such as TOI, ET, NBT, Cricbuzz, Times Prime, Times Card, Indiatimes, Whatshot, Abound, Willow TV, Techgig and Times Mobile among many more. Each of these products is crafted to enrich your experiences and bring you closer to your interests and aspirations.

As an equal opportunity employer, Times Internet strongly promotes inclusivity and diversity. We are proud to have achieved overall gender pay parity in 2018, verified by an independent audit conducted by Aon Hewitt.

We are driven by the excitement of new possibilities and are committed to bringing innovative products, ideas, and technologies to help people make the most of every day. Join us and take us to the next level!

About the Business Unit (ET Learning)

About the Business Unit

ET is India's largest and most respected business, markets and personal finance news platform. We inform and actively engage business leaders, investors and entrepreneurs in driving economic growth and opportunity. We bring you the latest, in-depth coverage of the economy, stock markets, business developments and personal finance changes everyday. ET is India's No.1 Business News Destination with the highest number of loyal business news readers.

Role Overview

As a Performance Marketer, you will be the execution backbone of ET Learning's paid growth engine. You will own Meta (Facebook, Instagram, Reels, WhatsApp) campaign planning, execution, and optimization on a day-to-day basis—turning creative assets into scalable, high-ROAS acquisition funnels.

This is a hands-on, high-intensity role for someone who lives inside Ads Manager, obsesses over hook rates and thumb-stop ratios, and can translate data signals into creative briefs that move the needle. You will work closely with the Creative Strategist, Analytics, Product, and Sales teams to drive subscriber acquisition & driving growth for our learning business.

If you've scaled paid acquisition for a learning platform, app subscription business, or D2C brand and know what it takes to profitably spend ₹1–3 Cr+/month on Meta—this role is for you.

Key Responsibilities

1. Meta Campaign Ownership & Execution

• Day-to-Day Campaign Management: Plan, launch, and optimize Meta campaigns for multiple product categories (Subscription for ET Prime, Learning Courses across different category - AI Courses, Money & Markets, Kids/Parenting, Health).
• Budget Stewardship: Manage monthly budgets of ₹1–3 Cr+ with sharp accountability on CAC, ROAS, and payback period targets.
• Algorithm Mastery: Stay ahead of Meta's algorithm shifts, bidding strategies (Advantage+, ASC, CBO vs. ABO), and audience signal changes to maintain competitive efficiency.
• Pixel & Tracking Hygiene: Ensure flawless pixel/CAPI implementation, event tracking, and attribution accuracy in collaboration with Product and Engineering teams.

2. Creative-Performance Loop

• Data-to-Brief Translation: Analyse campaign data to generate actionable creative briefs—identifying winning hooks, formats, CTAs, and audience-message combinations.
• High-Velocity Testing: Run a structured testing framework: 15–20+ new creative variants per week across categories, with clear hypotheses and kill criteria.
• Creative Fatigue Management: Monitor creative decay, manage ad rotation schedules, and ensure a constant pipeline of fresh, high-performing assets.
• UGC & Native Content: Champion UGC-style, platform-native creatives that outperform polished brand ads—working with the Creative Strategist to produce testimonial-led, instructor-led, and hook-driven formats.

3. Funnel Optimization & Conversion

• Landing Page A/B Testing: Collaborate with Product to continuously test landing pages, checkout flows, and trial-to-paid conversion levers.
• Full-Funnel Thinking: Own performance from impression to activation—tracking drop-offs at every stage and driving improvements in CTR, landing page conversion, trial start, and subscription completion.
• Cross-Channel Coordination: Coordinate with organic, email/push, and Inside Sales teams to ensure cohesive messaging and lead handoffs.

4. Reporting & Intelligence

• Performance Reporting: Build and maintain daily/weekly dashboards tracking spend, CAC, LTV, hook rates, CTR, CPM trends, and cohort-level payback.
• Competitive Benchmarking: Monitor competitor ad libraries, creative trends, and positioning shifts in the EdTech, learning, and subscription space.
• Insight Generation: Proactively surface insights from data—why a creative worked, why a cohort churned, what seasonal or behavioural triggers to capitalize on.

Skills & Competencies

• Meta Ads Power-User: Deep, hands-on expertise in Meta Ads Manager—campaign architecture, audience strategy, bidding, creative testing, and troubleshooting at scale.
• Analytical Sharpness: Ability to read dashboards, diagnose funnel leaks, and connect creative/media decisions to revenue outcomes. Comfortable with Excel, GA4, and BI tools.
• Creative Intuition: A strong eye for what stops the scroll. You understand consumer psychology—what triggers action in education, self-improvement, and aspiration-driven purchases.
• Speed & Rigour: You move fast but with structure. Hypotheses are documented, tests are clean, and learnings are catalogued.
• Communication: Ability to clearly articulate performance stories to leadership—what happened, why, and what's next.
• Adaptability: Comfortable in fast-paced environments with shifting priorities. Proactive in adopting new AI tools, automation workflows, and platform features.

Experience Requirements

• 3–5 years in Performance Marketing / Paid Social, with a primary focus on Meta platforms.
• Proven Scale: Hands-on experience managing monthly ad spends of ₹50L–3Cr+ with demonstrable CAC and ROAS outcomes.
• Category Fit: Prior experience in at least one of the following is mandatory: EdTech / Online Learning, App-based Subscription products, or high-consideration D2C brands.
• Bonus: Experience with subscription/SaaS models (trial-to-paid funnels), WhatsApp-led acquisition, or working with expert/instructor-led content products.
• Tools: Proficiency in Meta Ads Manager, Google Analytics / GA4, AppsFlyer/Branch (preferred), and Excel/Google Sheets for reporting and analysis.