Manager Performance Marketing

Nykaa; Mumbai; On-site; INR 2,500,000 - 4,000,000; Full time

Job summary

Nykaa is seeking a Performance Marketing Manager to lead upper-funnel growth across Meta, Google, Snapchat, and app engagement channels in Mumbai. You will drive audience segmentation, funnel performance, and platform efficiency while innovating for scale and customer quality.

You will plan and manage digital marketing campaigns, measure ROI and KPIs, and mentor a team to optimize CAC/ROAS across programs. The role emphasizes analytics, experimentation, and cross-functional collaboration.

Qualifications

• 7–9 years of hands-on experience in performance marketing across Google, Meta, and app-focused platforms.
• Strong understanding of audience strategy, media planning, attribution models, and martech tools.
• Demonstrated success in growing digital acquisition, campaign ROI, and new user retention.
• Deep analytical skills with experience in cohort analysis, funnel diagnostics, and incrementality testing.

Responsibilities

• Plan and manage the team for all digital marketing, including SEO/SEM, marketing database, social media, and display advertising campaigns.
• Design, build and execute campaigns on Facebook, Google, Twitter, and affiliate channels as per plan.
• Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs).
• Optimize install campaigns to improve cost per install, installation rates, post install performance.
• Manage all the programmatic campaigns – from ideation to media planning and optimization.
• Measure App engagement metrics like MAU, DAU, Converting users on a regular basis.
• Drive app acquisition and engagement efficiencies through campaigns using targeting techniques, innovation, and creative excellence.
• Identify trends and insights, and optimize spend and performance based on the insights
• Plan, execute and measure experiments and conversion tests
• Collaborate with internal teams to create landing pages and optimize the user experience
• Utilize the strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touchpoints
• Instrument conversion points and optimizes user funnels
• Evaluate emerging technologies. Provide thought leadership and perspective for adoption where appropriate
• Managing budgets and financial for digital marketing initiatives for the organization.

Skills

Performance marketing

Google Ads

Meta Ads

Audience strategy

Analytics

Cohort analysis

Experimentation

Attribution models

Stakeholder management

Mentoring

Budget management

Tools

MarTech tools

Job description

Role Overview:

Performance Marketing Manager to lead our upper-funnel growth initiatives across platforms like Meta, Google, Snapchat, and emerging app engagement channels for Nykaa. The role demands a deep understanding of audience segmentation, funnel performance, platform-specific efficiency, and an innovation mindset to drive scale, efficiency, and customer quality.

Role Description:

• Plan and Manage the team for all digital marketing, including SEO/SEM, marketing database, social media, and display advertising campaigns
• Designing; build and executing campaigns on Facebook, Google, Twitter, and affiliate channels as per plan
• Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs)
• Optimize install campaigns to improve cost per install, installation rates, post install performance.
• Manage all the programmatic campaigns – from ideation to media planning and optimization.
• Measure App engagement metrics like MAU, DAU, Converting users on a regular basis.
• Drive app acquisition and engagement efficiencies through campaigns using targeting techniques, innovation, and creative excellence.
• Identify trends and insights, and optimize spend and performance based on the insights
• Plan, execute and measure experiments and conversion tests
• Collaborate with internal teams to create landing pages and optimize the user experience
• Utilize the strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touchpoints
• Instrument conversion points and optimizes user funnels
• Evaluate emerging technologies. Provide thought leadership and perspective for adoption where appropriate
• Managing budgets and financial for digital marketing initiatives for the organization.

Knowledge, Skills & Qualification Requirements:

• 7–9 years of hands-on experience in performance marketing across Google, Meta, and app-focused platforms.
• Strong understanding of audience strategy, media planning, attribution models, and martech tools.
• Demonstrated success in growing digital acquisition, campaign ROI, and new user retention.
• Deep analytical skills with experience in cohort analysis, funnel diagnostics, and incrementality testing.
• Prior experience in beauty, fashion, D2C, or consumer tech sectors is a plus.
• Strategic thinker with a data-first approach to solving problems.
• Experimentative mindset with ability to test, iterate, and scale rapidly.
• Strong stakeholder management and collaboration skills across cross-functional teams.
• Capability to mentor and grow junior team members while fostering cross-business learning.