Head Performance Marketing

About the Role:

We are looking for a high-energy, data-driven Head of Performance Marketing to build and scale our B2C customer acquisition engine.

You will own the complete performance marketing funnel traffic leads qualified customers bookings vehicle deployment repeat / referral — with a clear focus on profitable growth.

This is a hands-on leadership role for someone who loves numbers, experiments aggressively and can convert marketing spends into measurable business outcomes.

KEY RESPONSIBILITIES:

1. Own Growth & Customer Acquisition

• Own B2C customer acquisition across all digital channels.
• Build scalable acquisition engines for multiple cities and customer segments.
• Drive leads, bookings, activations and revenue, not vanity metrics.
• Develop city-wise and vehicle-wise acquisition strategies.
• Identify new customer segments, channels and growth opportunities.

2. Performance Marketing

Own and scale campaigns across:

• Google Ads / Performance Max
• Meta Ads
• YouTube
• Programmatic / Display
• App-install & re-engagement campaigns
• Affiliate / partner channels
• SEO + organic acquisition
• Emerging digital channels
• Continuously optimise:

CAC | CPL | CPQL | Conversion | ROAS | Revenue | LTV | Payback

3. Full-Funnel Ownership

Build measurement and optimisation across:

Ad Landing Page Lead Calling KYC Booking Vehicle Allocation First Payment Active Customer

Work closely with Sales, Call Centre, Operations, Product and Technology teams to identify and eliminate funnel leakage.

4. City-Level Growth

Create a city-wise growth playbook covering:

• Market potential
• Target customer profile
• Acquisition cost
• Channel mix
• Competitor activity
• Pricing / offers
• Conversion rates
• Fleet availability
• Revenue potential

Allocate marketing budgets dynamically based on city-level ROI and fleet availability.

5. Data & Analytics

Build a robust performance dashboard covering:

• Marketing spend
• Leads
• Qualified leads
• Bookings
• Activations
• CAC
• Conversion rate
• Revenue
• ROAS
• Customer LTV
• Payback period
• Channel performance
• City performance
• Campaign performance

Ensure every marketing rupee can be traced to a business outcome.

6. Experimentation & Growth

Create a high-velocity testing culture.

Test:

• Creatives
• Offers
• Pricing
• Landing pages
• Audiences
• Messaging
• Lead forms
• Customer journeys
• Retargeting
• Referral programmes
• WhatsApp / CRM journeys

Test Learn Scale Kill

7. CRM & Retention

Partner with CRM/Product teams to improve:

• Lead nurturing
• WhatsApp journeys
• Abandoned-lead recovery
• Booking conversion
• Customer activation
• Repeat rentals / subscriptions
• Referrals
• Reactivation

The objective is not simply to acquire customers — it is to acquire profitable customers.

8. Team Leadership

Build and lead a high-performance growth team covering:

• Performance marketing
• Growth analytics
• Creative
• CRM
• Marketing operations
• Agency / partner management

Set clear weekly and monthly targets and establish a strong test-and-learn culture.

KEY KPIs

The Head of Performance Marketing will be directly accountable for:

1. Customer Acquisition Cost (CAC)
2. Qualified Lead Cost (CPQL)
3. Booking / Activation Conversion
4. Customer Acquisition Volume
5. Revenue from Digital Acquisition
6. ROAS / Marketing ROI
7. Customer LTV
8. LTV : CAC
9. Payback Period
10. City-wise Growth

HIGHLY PREFERRED

Experience in: Automotive | Mobility | EV | Car Rental | Vehicle Subscription | Fleet | Fintech | Consumer Internet | Marketplace | D2C

Experience with HubSpot / Salesforce / MoEngage / CleverTap / WebEngage / GA4 / AppsFlyer / Mixpanel or similar platforms will be an advantage.