Performance Marketing Lead

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)
• Local Jobs – blue- and grey-collar opportunities close to home (Lokal Jobs, Sahi 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 centre — 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.

About the Role
We’re looking for a Performance Marketing Lead who can take ownership of paid acquisition and drive measurable business growth. The ideal candidate is someone who is hands-on with Meta Ads and Google Ads, understands performance marketing deeply, and can make decisions based on data, experimentation and business outcomes.
You’ll be responsible for managing and scaling campaigns, improving acquisition efficiency and working closely with creative and business teams to drive growth.
What You’ll Do
● Own the end-to-end performance marketing strategy and execution across Meta Ads and Google Ads.
● Plan, launch, monitor and optimize campaigns across different stages of the customer funnel.

● Manage campaign budgets and identify opportunities to scale spends while maintaining efficient acquisition economics.

● Track, analyze and optimize key performance metrics including CAC, ROAS, CPI, CTR, CPC, CPM, CVR and LTV.

● Conduct continuous A/B testing and experimentation across audiences, creatives, messaging, campaigns and landing pages.

● Work closely with the creative team to identify and develop high-performing ad creatives.

● Analyze campaign and customer data to identify growth opportunities and performance gaps.

● Build actionable performance reports and translate data into clear business recommendations.

● Experiment with new audiences, campaign structures and acquisition strategies to unlock growth.

● Take ownership of performance marketing targets and contribute directly to overall business growth.

● Stay updated with changes across Meta, Google and the broader performance marketing ecosystem.

What We’re Looking For

● 2+ years of experience in Performance Marketing, Growth Marketing or Paid Marketing.

● Strong hands-on expertise in Meta Ads and Google Ads.

● Excellent understanding of performance marketing metrics such as CAC, ROAS, CPI, CTR, CPC, CPM, CVR and LTV.

● Experience in independently managing campaigns from setup → optimization → scaling.

● Strong understanding of budget allocation and campaign scaling.

● Experience with audience targeting, retargeting, funnel optimization and conversion optimization.

● Strong analytical and problem-solving skills with a data-driven approach.

● A strong test-and-learn mindset with experience running experiments and interpreting results.

● Ability to connect campaign-level metrics with broader business and revenue goals.

● High ownership and ability to work independently in a fast-paced environment.

Good to Have

● Experience in scaling a business/product from 0→1 or significantly contributing to growth through performance marketing. ● Experience leading, mentoring or managing a performance marketing team.

● Experience working in a startup, D2C, consumer-tech, app-based or high-growth environment.

● Knowledge of tools such as GA4, Google Analytics, AppsFlyer, Adjust or other attribution/analytics platforms.

● Experience collaborating with creative teams on performance-led creative strategy. What Success Looks Like

● Efficient and scalable customer acquisition

● Improvement in CAC and ROAS

● Strong campaign and creative performance

● Consistent experimentation and optimization

● Effective utilization of marketing budgets

● Contribution to sustainable business growth