Performance Marketing Specialist

About the Role

The Performance Marketing Specialist will independently plan, execute, and optimize all awareness and performance campaigns for Barbeque Nation’s dine-in business. This role combines hands-on media execution, analytical thinking, budget allocation, cross-platform optimization, 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 dine-in business outcomes across India.

Key Responsibilities

• End-to-end campaign ownership
• Plan, launch, optimize, and scale campaigns across Meta, Google Search/Display/YouTube, and programmatic platforms (DV360, JioHotstar, Amazon Prime Ads).
• Independently manage full-funnel campaigns: awareness, consideration, performance, and app install.
• Budget planning & allocation
• Own monthly and weekly media budget planning.
• Allocate budgets across platforms and objectives to maximize efficiency.
• Manage pacing, cost efficiencies, and reallocation based on performance.
• Analytics, tracking & optimization
• Monitor and optimize campaigns for CAC, ROAS, reach, impressions, CTR, CPV, CPA, and CVR.
• Build and manage performance tracking using GA4, Firebase, Meta Ads Manager, Google Ads, and YouTube Ads dashboards.
• Diagnose breaks in tracking, attribution mismatches, tag issues, and funnel drops.
• Insights & creative collaboration
• Coordinate with the creative team to procure 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.
• Reporting & dashboards
• Build weekly and monthly performance reports and dashboards.
• Present insights, learnings, and next-step recommendations to the Digital Lead/CMO.
• Continuous testing & experimentation
• Run A/B tests on audiences, placements, creatives, landing pages, and formats.
• Explore new platform features, beta products, and opportunities to scale.

Requirements & Tech Stack

• Technical:
• Hands-on experience with Meta Ads Manager, Google Ads (Search, Display, Video), YouTube Ads.
• Experience with programmatic platforms (DV360 or equivalent).
• Proficiency in GA4 and Firebase.
• Strong grasp of CAC, ROAS, CPM, CPV, CTR, CPA, LTV.
• Experience running campaigns for app installs, website reservations, awareness, and traffic.
• Analytical:
• 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 with data.
• Able to work independently and manage large budgets.
• Collaborates closely with creative and business teams.

Qualifications

• Graduate