Performance Marketing Executive - Content (Hindi)

Lokal; Bengaluru; On-site; INR 300,000 - 600,000; Full time

Job summary

Lokal in Bengaluru seeks a performance marketing content writer to craft ads, scripts, and hooks in local languages. You’ll work with video editors to produce creatives and study results to drive app installs and purchases.

This is a content-first role where you don’t need prior campaign management, but you should write well and be eager to learn performance marketing.

Qualifications

• Excellent writing in regional languages with native-level fluency.
• Copywriting or content development experience; internships/freelance count.
• Basic understanding of performance marketing concepts and metrics.
• Habit of watching ads and analyzing why they work or don’t.
• Comfort with feedback and willingness to rewrite quickly.

Responsibilities

• Study audience, market, and competition for each app and craft compelling install-focused ads.
• Decide angle, hook, format, and script; write it yourself.
• Brief designers and video editors; ensure output matches intent.
• Publish multiple creative variants per campaign weekly (80-100).
• Analyze CTR, CPI, CAC; write next rounds based on results.
• Review competitor ads and bring ideas to test.
• Maintain a log of ideas, hooks, results, and learnings.
• Collaborate with performance team to scale winning ads.

Skills

Strong writing

Copywriting

Performance marketing basics

Ad performance analysis

Feedback receptiveness

Job description

About Lokal

In 2018, we began with a WhatsApp group with a simple hypothesis: people in tier-2/3 towns weren't really using the internet meaningfully yet. We believed that if we started with local content in their own language, they'd come back every day; once there was a habit and trust, that same space could naturally grow into classifieds and, eventually, something they used for almost everything online.This spark became Lokal. Our first instinct was to put everything in one place & one app - local updates, classifieds, jobs, matrimony and more. It worked, till it stopped working. Users gave us the insight - when one use case outweighs the others, everything else seems like noise. We listened. Like how Craigslist quietly seeded a generation of focused companies & marketplaces, we began unbundling and verticalising.

About Lokal

In 2018, we began with a WhatsApp group with a simple hypothesis: people in tier-2/3 towns weren't really using the internet meaningfully yet. We believed that if we started with local content in their own language, they'd come back every day; once there was a habit and trust, that same space could naturally grow into classifieds and, eventually, something they used for almost everything online.This spark became Lokal. Our first instinct was to put everything in one place & one app - local updates, classifieds, jobs, matrimony and more. It worked, till it stopped working. Users gave us the insight - when one use case outweighs the others, everything else seems like noise. We listened. Like how Craigslist quietly seeded a generation of focused companies & marketplaces, we began unbundling and verticalising.

Today, Lokal is a house of focused apps, many products, one mission: to connect Tier-2/3+ India to the Knowledge, opportunities, tools and experts they've always deserved. We now operate dozens of live apps across categories like:

• Edutainment & Skill Learning - practical skills and learning in regional languages (GyanTV)
• Matrimonial Matchmaking - hyperlocal, compatibility-first partner search (Lokal Matrimony)
• Agri Consulting - farmer-first advisory in local languages (AgriLokal)
• Lokal Jobs - blue- and grey-collar opportunities close to home (Lokal Jobs)
• Social & Community - Place to find & post social updates (Lokal app)
• Emotional Well-being & Peer Support - safe spaces to talk and feel heard (Dostt & Eaze)
• Astrology & Guidance - instant access to trusted Astrologers via chat and voice (AstroLokal)
• Advisory Services - early bets in legal help, financial guidance, career counselling, and more

Under the hood, Lokal is a discovery and access platform: local-language internet + deep Bharat insight+ AI. When someone opens a product we've built, they don't wade through clutter; they get a straight line to what they came for. This is the story new teammates walk into: a company that started as a whatsapp group, became a family of focused apps, and kept one belief at the centere — access changes lives. We ship fast. We learn fast. We build for Bharat. We are backed by leading global and domestic investors including Y Combinator, Sony, Global Brain, India Quotient, and 3one4 Capital

The role

You write the ads. You turn an idea into a hook, a script and ad copy in your own language, work with video editors and creators to get it made, then read the results and write the next version. The goal of the role is to find winning ads and scale them, so our cost per install and cost per acquisition (CAC) come down.

This is a content role first. You do not need to have run ad campaigns before. You need to write well, and you need to want to learn performance marketing.

What you will do

• For each app you work on, you'll study the audience, the market, and the competition - then write ads that get people to download and make that first purchase
• You decide the angle, the hook, the format, and the script - and you write it yourself
• You'll brief designers and video editors on your concepts and follow through until the output matches your intent
• You'll ship multiple creative variants per campaign (80-100 per week) - fast cycles, not one polished ad a week
• Study how ads perform (CTR, CPI, CAC) and write the next round based on what worked
• Study competitor and category ads, and bring back ideas to test
• Keep a simple log of every creative you ship: the idea, the hook, the result and what you learned
• Work with the performance team so winning ads get more budget and weak ones get fixed or dropped

What we are looking for

• Strong writing in the language of the seat. Native level South Indian languages
• Copywriting, ad copy or content development experience. Internships, freelance work, social media pages and personal writing all count
• A basic understanding of performance marketing: what it is for and how it works. Knowing CTR, CPL and CAC at a basic level is enough
• A habit of watching ads and noticing why one works and another does not
• Comfort with feedback and fast rewrites

Hands on experience running ad accounts is not required. We teach performance skills after joining.

Experience and background

• 0 to 3 years. Freshers are welcome
• Freshers: we prefer people who want to work specifically in performance marketing