Performance Marketing Specialist

Company Description

One of the leading casual dining chains in India, Barbeque Nation pioneered the concept of live grills embedded in dining tables - allowing guests to grill their own barbecues right at their tables. Barbeque Nation was founded in 2006 with the concept of all you can eat. We currently own and operate 200+ outlets across India, UAE, Malaysia and Oman.

Location: Corporate Office, Sarjapur Road, Bangalore

Experience: 2–4 years

Role Type: Individual Contributor

Department: Digital Marketing, Barbeque Nation

The Performance Marketing Specialist will independently plan, execute and optimise all awareness and performance campaigns for Barbeque Nation. This role combines hands-on media execution, analytical thinking, budget allocation, cross-platform optimisation, and the ability to translate data into actionable creative insights.

You will be responsible for driving reach, consideration, app downloads, table reservations, and campaign ROAS, while ensuring that media investments deliver measurable business outcomes across India.

Key Responsibilities

1. End-to-End Campaign Ownership

• Plan, launch, optimise and scale campaigns across Meta, Google Search/Display/YouTube, Programmatic platforms.
• Independently manage full funnel campaigns—awareness, consideration, performance and app install.

2. Budget Planning & Allocation

• Own monthly and weekly media budget planning.
• Allocate budgets across platforms and objectives to maximise efficiency.
• Manage pacing, cost efficiencies and reallocation based on performance.

3. Analytics, Tracking & Optimization

• Monitor and optimise campaigns for CAC, ROAS, reach, impressions, CTR, CPV, CPA and CVR.
• Build and manage performance tracking using GA4, Firebase, Facebook Ads Manager, Meta Ads Manager, Google Ads & YouTube Ads dashboards.
• Diagnose breaks in tracking, attribution mismatches, tag issues and funnel drops.

4. Insights & Creative Collaboration

• Coordinate with the creative teams to procure the required creatives
• Derive insights from ongoing campaigns to guide creatives.
• Prepare creative improvement recommendations (ad fatigue, thumb-stopping visual cues, audience insights).
• Brief the in-house creative team with real-world performance insights.

5. Reporting & Dashboards

• Build weekly and monthly performance reports and dashboards.
• Present insights, learnings, and next-step recommendations to the Digital Lead/CMO.

6. Continuous Testing & Experimentation

• Run A/B tests on audiences, placements, creatives, landing pages, formats.
• Explore new platform features, beta products, and opportunities to scale.

Required Skills

Ability to work on a fast paced environment

Technical Skills

• Hands-on experience with:
• Meta Ads Manager
• Google Ads (Search, Display, Video)
• YouTube Ads
• Programmatic platforms (DV360 or equivalent)
• GA4 & Firebase
• Strong grasp of CAC, ROAS, CPM, CPV, CTR, CPA, LTV, and awareness/performance metrics.
• Experience running campaigns for app installs, website reservations, awareness & traffic.

Analytical Skills

• Ability to deep-dive into data and derive actionable insights.
• Strong understanding of user funnels, attribution, and performance drivers.

Soft Skills

• Strong communication and storytelling ability with data.
• Able to work independently and manage large budgets.
• Ability to collaborate closely with creative teams and business teams.

Educational Qualifications

Graduate/ Post Graduate