Head - Performance Marketing

bigbasket; Bengaluru; On-site; INR 4,000,000 - 7,000,000; Full time

Job summary

bigbasket, a Tata Enterprise, is at the forefront of transforming quick commerce in India. We are seeking a Head – Performance Marketing to lead customer acquisition across paid, owned, and partner channels from our Bengaluru base, driving profitable growth and first orders while aligning with store capacity and inventory.

You will shape strategies and optimize CAC/ROAS in a fast-paced ecommerce environment.

Qualifications

• 12–18 years of experience in Performance Marketing, Digital Growth, or Customer Acquisition.
• Strong expertise in digital media, app marketing, attribution, analytics, and media optimization.
• Experience managing large marketing budgets and leading cross-functional teams in e-commerce, quick commerce, or consumer internet businesses.
• Proven track record of driving profitable growth through data-driven marketing strategies.

Responsibilities

• Own the customer acquisition strategy to deliver AOP revenue and FO targets.
• Optimize CAC, ROAS, and marketing efficiency across all acquisition channels.
• Drive hyper-efficient, scalable growth through data-led decision making.
• Lead media planning and buying across digital, social, search, programmatic, affiliate, and offline channels.
• Manage media budgets, agencies, and campaign performance to maximize ROI.
• Continuously optimize channel mix based on business priorities.
• Drive location-specific marketing aligned to dark store capacity, inventory availability, and rider supply.
• Improve Orders Per Day (OPD) through targeted regional campaigns.
• Partner with Operations and Supply teams for demand-supply optimization.
• Own ASO, SEO, and AI/Agentic Search readiness to strengthen organic acquisition.
• Build strategic partnerships with platforms such as Tata Neu, CRED, Google Pay, PhonePe, Paytm, and other ecosystem partners to drive incremental growth.
• Build robust measurement frameworks using attribution, Marketing Mix Modelling (MMM), and incrementality testing.
• Drive continuous experimentation and optimize media allocation based on measurable business impact.
• Partner with Creative teams to improve campaign effectiveness through AI-enabled creative development and testing.
• Lead the Performance Marketing, Hyperlocal Marketing, Organic Growth, and Partnerships teams.
• Collaborate closely with Product, Category, Operations, Finance, Data Science, and Technology teams to achieve growth objectives.

Skills

Performance Marketing

Digital Growth

Customer Acquisition

Attribution

Analytics

Media optimization

Tools

AI/Agentic Search

Marketing Attribution

MMM

Job description

bigbasket, a Tata Enterprise, is one of India’s pioneers in online grocery, transforming the way millions of Indians shop every day. It is at the forefront of transforming quick commerce in India

With 50,000+ employees, presence across 60+ cities and towns and15 million customer orders per month, we operate across grocery, fresh retail, quick commerce and B2B. Our ecosystem includes 7 business verticals - bigbasket, bbnow, bbdaily, bbinstant, Fresho, bbmandi and bbsaathi. From pioneering online grocery to building next-generation commerce, we continue to innovate at scale. Backed by the Tata Group, we combine the trust of a legacy brand with the agility and ambition to build what’s next.

Join bigbasket. Build what’s next

Reporting To - Chief Growth Officer

What would you be doing?

The Head – Performance Marketing will lead customer acquisition across paid, owned, and partner channels to drive profitable growth for bigbasket. The role is responsible for maximizing First Orders (FO), optimizing Customer Acquisition Cost (CAC), and ensuring marketing investments dynamically align with regional dark store capacity, inventory availability, and rider supply.

Key Responsibilities

1. Customer Acquisition & Growth

• Own the customer acquisition strategy to deliver AOP revenue and FO targets.
• Optimize CAC, ROAS, and marketing efficiency across all acquisition channels.
• Drive hyper-efficient, scalable growth through data-led decision making.

2. Media Planning & Performance

• Lead media planning and buying across digital, social, search, programmatic, affiliate, and offline channels.
• Manage media budgets, agencies, and campaign performance to maximize ROI.
• Continuously optimize channel mix based on business priorities.

3. Hyperlocal Marketing

• Drive location-specific marketing aligned to dark store capacity, inventory availability, and rider supply.
• Improve Orders Per Day (OPD) through targeted regional campaigns.
• Partner with Operations and Supply teams for demand-supply optimization.

4. Organic Growth & Partnerships

• Own ASO, SEO, and AI/Agentic Search readiness to strengthen organic acquisition.
• Build strategic partnerships with platforms such as Tata Neu, CRED, Google Pay, PhonePe, Paytm, and other ecosystem partners to drive incremental growth.
• Build robust measurement frameworks using attribution, Marketing Mix Modelling (MMM), and incrementality testing.
• Drive continuous experimentation and optimize media allocation based on measurable business impact.
• Partner with Creative teams to improve campaign effectiveness through AI-enabled creative development and testing.
• Lead the Performance Marketing, Hyperlocal Marketing, Organic Growth, and Partnerships teams.
• Collaborate closely with Product, Category, Operations, Finance, Data Science, and Technology teams to achieve growth objectives.

Who are we looking for?

• 12–18 years of experience in Performance Marketing, Digital Growth, or Customer Acquisition.
• Strong expertise in digital media, app marketing, attribution, analytics, and media optimization.
• Experience managing large marketing budgets and leading cross-functional teams in e-commerce, quick commerce, or consumer internet businesses.
• Proven track record of driving profitable growth through data-driven marketing strategies.

Interested?

At bigbasket, you’ll have the opportunity to work at scale, solve meaningful business challenges and help shape the future of commerce in India.

Join us and be part of the team building what’s next at bigbasket.

Disclaimer: We are committed to building an inclusive workplace where different perspectives, experiences and ideas are valued.