Performance Marketing Specialist

ABOUT US

The Chic Indian (TCI) is a multi-brand discovery platform for emerging homegrown Indian fashion labels. Project Second Season (PSS), launched May 2026, is India's first brand-controlled circular marketplace for new, unworn past-season inventory.

Alongside TCI and PSS, we operate a sister F&B venture in the cloud kitchen space - a separate but complementary business built on the conviction: that great products deserve great distribution.

This role spans all three ventures. You will be the single owner of performance marketing and SEO across fashion and food - two distinct consumer categories with different platforms, purchase triggers, and content rhythms, but a shared infrastructure for growth.

THE ROLE

We are looking for a Performance Marketing Specialist who has operated across both fashion/lifestyle and F&B - or who has deep experience in one and demonstrable ability in the other. You will own paid acquisition, SEO, and platform visibility end-to-end across TCI, PSS, and our cloud kitchen venture, working directly with the founders. This is a 50/50 role: fashion and food carry equal weight. You will need to context-switch fluently between a considered, design-led fashion brand and a high-frequency, order-volume-driven food business. It is an on-site role at our Mumbai office.

WHAT YOU'LL OWN

FASHION - The Chic Indian & Project Second Season

–  Plan, build, and manage Meta and Google Ads campaigns across TCI editorial and PSS product verticals, with distinct funnel strategies for each

–  Own full-funnel execution: awareness, consideration, and conversion - calibrated separately for TCI brand discovery and PSS archive commerce

–  Brief the content team on ad creative (static, carousel, reels); run a structured test-and-learn calendar across formats, copy angles, and audiences

–  Build retargeting audiences, lookalikes, and seasonal segments tailored to PSS's past-season inventory model

–  Manage budgets and pacing; optimise towards ROAS, CAC, AOV, LTV, and GMV targets

–  Own on-page SEO across thechicindian.com and PSS pages - meta titles, descriptions, structured data, internal linking, Google Shopping feed

–  Manage paid visibility on fashion marketplaces as PSS scales to external platforms; understand PLAs and sponsored listing mechanics

–  Brief influencer and creator content for performance repurposing; track attribution via UTM hygiene and GA4

F&B - Cloud Kitchen Venture

–  Own paid acquisition on Meta and Google for the cloud kitchen brand, including hyperlocal targeting, geo-fencing, and time-of-day bidding strategies critical to food delivery

–  Manage and optimise in-app advertising on Zomato and Swiggy - sponsored listings, banner placements, category promotions, and platform-specific visibility levers

–  Monitor and improve the brand's ranking on Zomato and Swiggy through review volume, menu presentation, food photography quality, ratings management, and algorithmic best practices

–  Explore and set up presence on ONDC and other emerging food delivery channels

–  Drive repeat order rates through WhatsApp campaigns, CRM flows, and loyalty-linked promotions

–  Brief food content (photography, short-form video, offers creative) with a conversion-first lens - you understand what drives taps and orders in a food delivery context

–  Track food-specific KPIs: order volume, cost per order, repeat rate, platform search ranking, and delivery AOV

–  Optimise local SEO for the cloud kitchen brand - Google Business Profile, local search rankings, and map pack visibility

Analytics & Reporting - Across All Ventures

–  Build weekly performance dashboards tracking paid and organic KPIs across fashion and F&B separately

–  Maintain full UTM hygiene, GA4 event tracking, and attribution logic across all campaigns and platforms

–  Translate data into clear insights and recommendations; prepare monthly reports with a campaign-level P&L view: spend, revenue contribution, ROAS, CAC

–  Flag budget reallocation opportunities across ventures based on performance trends

WHO YOU ARE

–  3-5 years of hands-on performance marketing experience with a proven track record of driving measurable revenue on Meta and Google

–  Experience in at least one of the two verticals is mandatory: fashion/lifestyle D2C or F&B/cloud kitchen. Experience in both is strongly preferred and will be weighted heavily

–  Fashion track: you understand the Indian fashion e-commerce ecosystem (Nykaa Fashion, AJIO, Myntra) and have worked with considered, design-led brands - not extremely mass market

–  F&B track: you have hands-on experience with Zomato Ads, Swiggy promotions, and the mechanics of platform ranking and order volume optimisation in food delivery

–  Demonstrable SEO skills across both on-site content and local search - you've moved the needle on rankings and organic traffic, not just audited them

–  Comfortable with Shopify, Meta Ads Manager, Google Ads, GA4, and Search Console - you build and own these, you don't just read dashboards others set up

–  Sharp creative instinct: you understand what makes content convert differently in fashion vs. food, and you brief with specificity and direction

–  Analytical and structured: you think in funnels, test hypotheses systematically, and document learnings clearly

–  Self-directed with high ownership - you thrive working directly with a founder in a lean, fast-moving environment where you are the function

–  Based in Mumbai and comfortable working on-site full-time

NICE TO HAVE

–  Prior experience at a homegrown Indian fashion label, multi-brand platform, or premium D2C fashion brand

–  Prior experience at a cloud kitchen brand, QSR chain, or food D2C venture in India

–  Familiarity with Zomato Gold, Swiggy One, and platform partner programmes

–  Working knowledge of WhatsApp marketing automation tools (DialDesk, Interakt, WATI)

–  Experience with affiliate or performance-commission partnerships in either vertical

–  CRM and retention marketing exposure (Klaviyo, MoEngage, or similar)

–  Exposure to sustainability or circular economy brand narratives

WHAT WE OFFER

–  Ownership across three distinct brands - rare scope for a specialist role at this level

–  Direct daily collaboration with the founders - fast decisions, real ownership, no layers

–  The creative challenge of building two very different consumer brands simultaneously, with shared infrastructure

–  A strong existing brand and press foundation in fashion

–  On-site role in our Mumbai office