Performance Marketing Specialist (Growth)

About Atoma

Atoma is India's premier at-home salon service, delivering professional salon experiences directly to customers via online bookings on our website and mobile application. As an early-stage consumer venture expanding into numerous cities, this role marks our inaugural dedicated performance marketing position, providing a unique opportunity to establish and scale the marketing framework from the ground up.

Role Overview

We seek a results-focused performance marketer to completely manage customer acquisition and oversee the entire customer journey—from initial click through to recurring bookings. The primary metric of success for this position is cost per acquisition (CAC), emphasizing business-driven outcomes rather than conventional media metrics like impressions or clicks. This position demands hands-on campaign management, tracking ownership, and analytics execution.

Key Responsibilities

• Manage comprehensive paid customer acquisition efforts on Meta and Google platforms, being fully accountable for CAC and booking volumes.
• Design, implement, and continuously optimize conversion-centric ad campaigns to boost web and app bookings.
• Oversee campaign architecture including objective setting, optimization event configurations, bidding strategies, audience targeting, and ad placements.
• Lead mobile app install campaigns on Meta and Google, responsible for CAC per install, conversion from install to first booking, and repeat in-app booking rates.
• Allocate budgets daily across various cities, channels, campaigns, and creatives to maximize efficiency.
• Develop and expand Google Search and Performance Max campaigns targeting high-intent demand capture.
• Create retargeting, lookalike, and lifecycle audience segments leveraging proprietary data.
• Assess and trial new paid acquisition channels, establishing a paid marketing blueprint for new city rollouts.
• Conduct rigorous A/B testing and experiments with audience segments, creative content, offers, and landing pages, analyzing single-variable effects with adequate sample sizes.
• Collaborate with product and design teams to continuously improve landing page and checkout conversion rates.
• Maintain comprehensive tracking and analytics infrastructures integrating tools such as Meta Pixel, Conversions API, GA4, event mapping, and UTM tagging frameworks.
• Ensure precise attribution of conversions across web, app, offline, and backend uploads.
• Analyze acquisition funnels identifying drop-off points and optimize accordingly.
• Monitor customer lifetime value segmented by acquisition cohorts and channels; provide weekly reporting on LTV to CAC ratios, funnel conversion rates, and contribution margins by city.

Experience and Skills Required

• At least six years of direct performance marketing experience with full responsibility for customer acquisition and cost per acquisition.
• Proven history of scaling consumer businesses via paid acquisition with measurable results.
• End-to-end ownership of customer lifecycle from acquisition through retention.
• Expertise in geo-targeting down to area and postal code levels.
• Demonstrated experience spearheading new city or market launches from inception is highly advantageous.
• Proficient with Meta Ads Manager, including conversion campaigns, Advantage+ behaviors, audience and placement controls, and bidding approaches.
• Experienced in Google Ads platforms, including Search, Performance Max, and Demand Generation campaigns.
• Familiarity or experience with programmatic advertising platforms.
• Strong command over tracking and attribution tools such as Meta Pixel, Conversions API, GA4, event mapping, offline conversions, and UTM architecture, including debugging capabilities.
• Analytical proficiency with platforms like GA4 and familiarity or willingness to quickly learn others including Appsflyer, Clevertap, and Mixpanel.
• Well-versed in experimental design including A/B testing, conversion rate optimization, customer segmentation, and significance testing.
• Knowledge of marketing automation tools is a plus.
• Excellent cross-functional collaboration skills to coordinate with product, engineering, and operations teams.
• Clear, concise communication adept at translating performance marketing insights to executive leadership.
• Superior organizational skills to manage multiple campaigns across various cities and channels concurrently.
• Comfortable working autonomously without pre-established teams, tools, or frameworks.
• Confidence to challenge directives with data-driven reasoning, including at leadership levels.

Eligibility

Applicants should hold a degree in B.Tech, B.E., B.C.A., B.Sc, or any other recognized graduate qualification.