Performance Marketing Lead – eCommerce

Role purpose

Campaigns and app growth

• Lead paid media for app downloads, acquisition, first orders, repeat purchases, retention, and reactivation; plan retargeting and performance-led awareness campaigns.
• Develop audience, channel, bidding, targeting, and optimization strategies; optimize for acquisition cost, conversion, return on advertising spend, lifetime value, and revenue.
• Lead app-install and engagement campaigns across Google, Meta, TikTok, and other relevant channels.
• Work with teams and agencies to improve the journey from ad impression and installation through registration, first order, and repeat purchase.
• Monitor Firebase, Adjust, and other attribution platforms; identify funnel drop-offs and recommend improvements.

Budgets, agencies, and CRM

• Develop monthly, quarterly, and annual media plans; allocate budgets, monitor expenditure, prepare forecasts, and recommend reallocations.
• Govern campaign tracking, approvals, invoicing, and agency reconciliation.
• Lead the performance agency relationship, provide briefs and expectations, review work, challenge performance, and hold the agency accountable for KPIs and deliverables.
• Work with CRM teams and agencies on lifecycle campaigns through push notifications, email, SMS, WhatsApp, and other channels.
• Support onboarding, activation, retention, frequency growth, cross-selling, reactivation, and churn prevention; align paid media, app marketing, CRM, promotions, and commercial activity.

Aggregator advertising and analytics

• Manage CPC and sponsored advertising across aggregator and quick-commerce platforms, including InstaShop, Talabat, Deliveroo, and Noon.
• Monitor budgets, bidding, visibility, conversion, revenue, and return on advertising spend; coordinate with commercial, operations, and account-management teams.
• Use GA4, Firebase, Adjust, advertising platforms, and internal tools to analyze performance and customer behavior.
• Ensure campaign tracking, attribution, UTM structures, events, and conversion measurements are implemented; build reports and dashboards and translate data into recommendations.

Cross-functional work and measures

• Collaborate with eCommerce marketing, CRM, commercial, product, technology, operations, creative teams, and external agencies.
• Support calendars for promotions, launches, seasonal events, and store openings; coordinate assets and align activity with stock, readiness, commercial priorities, and customer experience.
• Performance measures include app downloads, acquisition cost, first-order conversion, repeat purchase, retention, reactivation, return on advertising spend, revenue, app engagement, CRM and aggregator performance, budget accuracy, agency delivery, and reporting quality.

Experience and technical qualifications

• Approximately 6–10 years in performance marketing, digital marketing, growth marketing, or customer acquisition.
• Hands-on paid media experience across Google Ads, Meta Ads, TikTok Ads, and relevant channels; demonstrated mobile app marketing, app-install, engagement, and acquisition experience.
• Experience in eCommerce, quick commerce, retail, food delivery, marketplaces, consumer technology, or another high-frequency transactional business is strongly preferred.
• Proven management of significant media budgets with measurable results, performance marketing agencies, and CRM, retention, lifecycle, or marketing automation teams.
• Aggregator or marketplace CPC and sponsored advertising experience is an advantage.
• Strong knowledge of targeting, bidding, attribution, conversion optimization, retargeting, audience segmentation, GA4, Firebase, Adjust, app events, deep linking, funnels, and campaign tracking.
• Strong analytical and numerical skills, understanding of CRM channels and lifecycle marketing, and working knowledge of Excel or Google Sheets.
• Familiarity with reporting and visualization platforms is an advantage.

Working style

• Independently lead agencies, budgets, planning, and performance discussions while remaining hands-on with execution, optimization, analysis, and reporting.
• Commercially minded, focused on revenue, profitability, and customer growth; comfortable challenging agencies and internal stakeholders.
• Organized, detail-oriented, proactive, accountable, and able to manage concurrent campaigns and priorities.
• Communicate performance clearly to technical and non-technical stakeholders and collaborate across internal functions and external partners.
• The role is not intended for someone operating only at a strategic or leadership level; direct involvement in campaign and platform work is expected.