Performance Marketing Lead

About the team

The Member Accession Marketing Team (India) plays a crucial role in driving Tide’s growth in the Indian market by acquiring and onboarding new members from small and medium-sized enterprises (SMEs). The team tailors marketing strategies to engage potential members, guide them through seamless onboarding, and ensure they are well-equipped to leverage Tide’s suite of financial and administrative tools. By creating localized campaigns, building strong relationships, and leveraging data for continuous improvement, the team fosters long-term member engagement, ensuring Tide becomes the go-to platform for Indian SMEs.

About You

We are looking for a skilled and experienced  Performance Marketing Lead to join our dynamic team. The ideal candidate will have a proven track record in executing and optimizing campaigns across various digital channels, with a deep understanding of how to drive performance and achieve business goals. You will possess hands-on experience in planning, executing, and analyzing digital marketing campaigns, and be proficient in utilizing Marketing Measurement Platforms (MMP) and Google Analytics (GA) to track, measure, and improve campaign effectiveness. Your expertise will be key to maximizing ROI, driving app downloads, and supporting the growth of the business through data-driven marketing strategie

Key Responsibilities:

• Develop and execute performance marketing strategies across search engines, social media platforms, display advertising, and email marketing, with a strong emphasis on driving app downloads.
• Plan, implement, and optimize digital advertising campaigns to drive customer acquisition, while maximizing return on investment (ROI).
• Conduct market research to identify target audiences, understand consumer behavior, and stay informed about industry trends and competitors.
• Utilize Marketing Measurement Platforms (MMPs) and Google Analytics (GA) to track and measure campaign performance metrics such as click-through rates (CTR), conversion rates, and cost per acquisition (CPA), with a focus on app download performance.
• Manage the end-to-end member journey, from onboarding to post-onboarding, ensuring continued engagement and revenue growth.
• Generate insightful reports and provide data-driven recommendations to improve campaign effectiveness, optimize budget allocation, and enhance overall marketing performance.
• Collaborate cross-functionally with teams such as product management, creative, and analytics to align marketing efforts with business goals and maintain consistent brand messaging.
• Stay updated on emerging digital marketing tools, platforms, and best practices to identify new opportunities for optimization.
• Lead product marketing initiatives, including positioning Tide in the market through compelling messaging, creating marketing collateral, and supporting product launches.

Key skills: campaign optimization, data analysis, cross-team collaboration, performance tracking, digital marketing expertise, and ROI-focused strategies.

Who Will be a right fit:

The ideal candidate for this role will have a Master's degree in Marketing, Business Administration, or a related field, along with 7-10 years of experience in performance marketing within the financial services industry. A background in working with credit cards, app-based fintechs, or cashback cards is highly prefer

Key qualities and experience include:

• Strong understanding of digital marketing channels like Google Ads, Facebook Ads Manager, LinkedIn Ads, and Twitter Ads.
• Hands-on experience with Marketing Measurement Platforms (MMPs) such as AppsFlyer, Adjust, or similar tools, and proficiency in Google Analytics.
• In-depth familiarity with the financial sector's challenges, including regulatory considerations, competitive landscape, and consumer preferences.
• Proven track record of driving successful digital marketing campaigns focused on customer acquisition, retention, and revenue growth.
• Demonstrated success in driving app download campaigns, optimizing app store listings, and running user acquisition campaigns.
• Solid understanding of credit card marketing, cashback programs, and mobile banking apps.
• Expertise in working with industry-specific metrics and KPIs like customer lifetime value (CLV), churn rate, average revenue per user (ARPU), and net promoter score (NPS).
• Proficiency in A/B testing and multivariate testing to optimize campaign performance.
• Creative ability to develop compelling marketing campaigns, including ad concepts, messaging, and visual assets.
• Experience in creating and optimizing ads in multiple languages to expand campaign reach and impact.
• Strong analytical skills, with the ability to translate campaign data into actionable insights and implement optimization strategies.
• Collaborative mindset with the ability to work cross-functionally with internal teams and external partners, ensuring alignment with brand guidelines and campaign objectives.

The right fit will have a blend of deep experience in performance marketing, a focus on measurable outcomes, and an ability to stay ahead of industry trends and innovations.

What you’ll get in return:

• 25 days holiday
• Additional health and dental insurance
• Fully covered Multisport card
• Food vouchers
• We invest in your development with a 40,000 INR professional L&D budget per year and up to three L&D paid days off
• Snacks, light food, drinks in the office
• Enhanced family-friendly leave
• Flexible working