Performance Marketing - Business & Data Analyst – Digital Growth

TAFE - Tractors and Farm Equipment Limited; Chennai District; On-site; INR 1,200,000 - 2,100,000; Full time

Job summary

TAFE - Tractors and Farm Equipment Limited in Chennai seeks a Digital Marketing and Analytics professional to bridge Marketing, Business, Technology, CRM and Analytics. You will drive data-driven experiences, optimize paid media ROI, and ensure high-quality data for executive reporting.

The role covers website enhancements, CRM integration, performance marketing support, and analytics governance to improve customer experience and conversions.

Qualifications

• Hands-on experience with website enhancements, CRM integration, and paid media.
• Strong Business Analysis with BRDs, user stories and process mapping.
• Solid knowledge of digital marketing basics (SEO/SEM, paid media).
• Proficiency in GA4, GTM, Looker/PBI and Excel; SQL preferred.

Responsibilities

• Gather requirements for website enhancements and revamps.
• Coordinate with stakeholders, agencies and dev teams for timely delivery.
• Prepare BRDs, user stories, processes and acceptance criteria.
• Support UAT, defect tracking and post-launch monitoring.
• Identify opportunities to improve customer experience and conversions.
• Support CRM implementations with websites and lead platforms.
• Collaborate with Sales, Marketing and IT to improve lead lifecycle management.
• Document processes and automate where possible.
• Ensure seamless data flow across CRM, marketing and analytics.
• Assist planning and execution of paid campaigns across Google, Meta, LinkedIn, and DSPs.
• Monitor spend, pacing and channel performance vs targets (CPL, CPA, ROAS, CTR, CVR).
• Coordinate briefs, targeting, creative testing and optimization with agencies.
• Review bid strategies and budgets based on performance data.
• Assist A/B tests for creatives, landing pages and audiences.
• Define campaign tracking with UTMs and event tracking.
• Validate GA4, GTM, pixels and conversion tracking.
• Monitor performance across digital and paid channels.
• Build dashboards and reports for KPIs like traffic, leads, ROAS.
• Generate insights to optimize marketing and media effectiveness.
• Analyze marketing, CRM, paid media and website data for trends.
• Create executive dashboards for organic and paid performance.
• Ensure data quality and governance across platforms.
• Support ad-hoc leadership analysis.
• Collaborate with Marketing, Product, IT, Agencies and Analytics teams.
• Translate business needs into technical requirements.

Skills

Digital marketing

Business Analysis

Lead generation

SEO/SEM

Paid media

Campaign analytics

CRM integration

Stakeholder mgmt

Data analysis

UTM management

Tools

GA4

Google Tag Manager

Looker Studio

Power BI

Excel

SQL

Job description

You will act as the critical link between Marketing, Business, Technology, CRM, and Analytics teams, working as part of the Digital Marketing team to drive data-driven digital experiences, performance marketing effectiveness, and operational excellence.

This role is responsible for supporting:

• Website enhancement and revamp initiatives
• CRM integration and marketing automation projects
• Performance marketing planning, execution support, and optimization
• Campaign tracking and marketing analytics
• Data analysis and executive reporting
• Marketing AI automation (nice to have)

You will work closely with internal stakeholders, agencies, CRM vendors, performance marketing/media partners, and analytics partners to translate business needs into technical solutions, ensure data quality across platforms, and generate actionable insights that improve paid media ROI, marketing ROI, and customer experience.

Principal accountabilities

1. Website & Digital Experience

• Gather business requirements for website enhancement and revamp initiatives.
• Coordinate with internal stakeholders, agencies, and development teams to ensure timely project delivery.
• Prepare BRDs, user stories, process flows, and acceptance criteria.
• Support UAT, defect tracking, deployment validation, and post-launch monitoring.
• Continuously identify opportunities to improve customer experience and conversion.

2. CRM & Marketing Automation

• Support CRM implementation and integration projects with websites, lead management platforms, and third-party applications.
• Work closely with Sales, Marketing, and IT teams to improve lead lifecycle management.
• Document business processes and recommend automation opportunities.
• Ensure seamless data flow across CRM, marketing platforms, and analytics systems.

3. Performance Marketing Support (New)

• Support planning and execution of paid campaigns across Google Ads, Meta Ads, LinkedIn Ads, and programmatic/DSP platforms.
• Track and analyze spend, budget pacing, and channel-wise performance against targets (CPL, CPA, ROAS, CTR, CVR).
• Coordinate with media agencies on campaign briefs, targeting strategy, creative testing, and optimization cycles.
• Monitor bid strategies, audience segments, and budget allocation recommendations based on performance data.
• Support A/B testing of ad creatives, landing pages, and audience segments to improve conversion efficiency.

4. Marketing Analytics & Campaign Measurement

• Define campaign tracking requirements using UTM parameters and event tracking.
• Validate implementation of Google Analytics (GA4), Google Tag Manager, pixels, and conversion tracking (including paid media conversion APIs/server-side tracking).
• Monitor campaign performance across digital and paid channels.
• Build dashboards and reports to measure KPIs including website traffic, lead generation, conversion rates, Cost per Lead (CPL), Cost per Acquisition (CPA), Return on Ad Spend (ROAS), ROI, and customer journey performance.
• Generate actionable insights to optimize marketing and media effectiveness.

5. Data Analysis & Reporting

• Analyze marketing, CRM, paid media, and website data to identify trends and business opportunities.
• Create regular executive dashboards and performance reports covering both organic and paid performance.
• Ensure data quality, consistency, and governance across platforms.
• Support ad-hoc business analysis for leadership.

6. Cross-Functional Collaboration

• Work closely with Marketing, Product, IT, Agencies, CRM vendors, Performance Marketing/Media partners, and Analytics teams.
• Translate business needs into technical requirements.
• Manage project documentation and stakeholder communication.
• Track project milestones, risks, dependencies, and deliverables.

Candidate Specifications

• Hands-on experience working with digital marketing teams on website enhancement, CRM integration, performance marketing/paid media, and campaign analytics projects.
• Strong grounding in Business Analysis practices — BRDs, FRS, user stories, process mapping, gap analysis, and UAT coordination.
• Working knowledge of digital marketing fundamentals — lead generation, SEO/SEM awareness, paid media fundamentals (Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, programmatic buying), UTM management, and conversion funnel analysis.
• Proficiency in analytics tools — GA4, Google Tag Manager, Looker Studio / Power BI, and Advanced Excel; SQL is preferred.
• Familiarity with performance marketing metrics and levers — CPL, CPA, ROAS, CTR, CVR, bid strategies, budget pacing, and audience targeting.
• Exposure to one or more CRM platforms such as Salesforce, Zoho CRM, Microsoft Dynamics, or HubSpot.
• Familiarity with CMS/eCommerce platforms such as WordPress, Adobe Experience Manager (AEM), Drupal, Magento, or Shopify is an advantage.
• Data-driven mindset with high attention to detail, data accuracy, and governance.
• Excellent communication and stakeholder management skills, with the ability to manage multiple projects simultaneously.