Performance Marketing Lead

Nirmit Bharat; New Delhi; On-site; INR 3,000,000 - 6,000,000; Full time

Job summary

DigiHaat is seeking a Performance Marketing Lead to own the full paid marketing function. You will drive app growth through performance marketing, retain and re-engage users via lifecycle automation, and build organic moats through ASO and SEO.

You will manage end-to-end paid acquisition across major channels, optimize CAC/ROAS, and run weekly reviews to drive growth. A strategic, execution-focused leader will thrive in this high-ownership role.

Qualifications

• Proven ability to own and scale paid acquisition channels across Meta, Google UAC/PMax.
• Experience with retention and lifecycle campaigns using CLM tools like CleverTap.
• Strong understanding of ASO and SEO for organic growth.

Responsibilities

• Own end-to-end paid acquisition across Meta, Google UAC/PMax and other channels.
• Drive app growth through CAC, ROAS, CPFO metrics and experimentation.
• Manage CRM/CLM lifecycle using CleverTap: push notifications, in-app messages, email, WhatsApp journeys.
• Design and implement retention playbooks for key user cohorts.
• Oversee ASO and SEO strategy with geo-local focus for ONDC food and D2C.
• Run weekly marketing reviews and provide actionable insights to leadership.

Skills

Performance marketing

App growth

Lifecycle automation

ASO

SEO

Analytics

Tools

CleverTap

AppsFlyer

Firebase

GA4

Google Play Console

Job description

Role Overview

We are looking for a sharp, execution-first Performance Marketing Lead to own the full paid marketing function at DigiHaat. This is a high-ownership role - you will drive app growth through performance
marketing, retain and re-engage users via lifecycle automation, and build organic moats through ASO and SEO.

Key Responsibilities

1. Performance Marketing - App & Web

• Own end-to-end paid acquisition across Meta, Google (UAC / PMax), and other channels(Snapchat,
  telegram, X)
• Drive installs, first orders, and repeat purchases with a sharp eye on CAC, ROAS, and CPFO
• Manage creative testing loops briefs, reference sourcing, iteration cadences - without over-reliance on paid tools
• Run weekly marketing reviews (WBRs) covering spend, performance, creative learnings, and forward plans
• Build and own media plans aligned to monthly/quarterly growth targets

2. CLM & Retention - CleverTap

• Own the full CRM/CLM lifecycle on CleverTap: push notifications, in-app messages, email, WhatsApp journeys
• Design and execute retention playbooks across key user cohorts new, lapsing, churned, high-LTV
• Run A/B tests on messaging, timing, and segmentation; translate results into evergreen automation flows
• Monitor uninstall rates, churn signals, and cohort-level LTV; surface insights to product and leadership
• Own the 'win-back' and re-engagement calendar in coordination with merchandising and in-app offers

3. ASO & SEO/GEO

• Own App Store Optimisation (ASO) for both Play Store and App Store keyword strategy, metadata, creative assets, ratings & review management
• Drive organic search strategy (SEO) with a geo-local lens optimise for city/neighbourhood-level discovery relevant to ONDC food and D2C
• Track keyword rankings, store listing conversion rates, and organic install attribution; iterate rapidly
• Coordinate with content and design to produce ASO creatives (screenshots, feature graphics,
  preview videos)

5. Analytics & Reporting

• Own the marketing analytics stack: attribution (AppsFlyer/ Firebase/GA ), Google Play Console, CleverTap dashboards
• Produce weekly marketing reviews with clear performance headers, no sugar-coating, and actionable next steps
• Run ad-hoc deep dives (e.g., first-order analysis, cohort uninstall analysis) and package insights for leadership