Strategy Lead – Performance Marketing

About Company

The company operates in the fashion and lifestyle retail industry, offering curated apparel and related consumer products through a digital-first platform.

Job Description

Key Responsibilities

1. Performance Strategy & Growth Ownership

Own overall paid marketing strategy across:  

• Meta (Facebook/Instagram)  
• Google (Search, Shopping, PMax)  
• Define channel mix, budget allocation, and scaling roadmap  
• Drive full-funnel growth:  
• Acquisition → Conversion → Retention  

2. Revenue & Unit Economics Focus

Own and improve core metrics:  

• ROAS, CAC, LTV, Contribution Margin  
• Balance growth vs profitability  
• Ensure sustainable scaling without margin erosion  

3. Channel & Funnel Optimization

Identify gaps across:  

• Ad performance  
• Landing pages  
• Checkout funnel  
• Work with teams to improve:  
• CVR  
• AOV  
• Retention  

4. Creative & Messaging Direction

Guide creative strategy with:  

• Copy/Creative team  
• UGC pipeline  
• Define:  
• Winning angles  
• Messaging frameworks  
• Testing roadmap  

5. Experimentation & Scaling

Build a structured experimentation engine:  

• Budget for testing vs scaling  
• Clear hypothesis-driven testing  

Identify:  

• New growth levers  
• New audiences, geographies, formats  

6. Data, Attribution & Insights

• Own performance reporting and insights:  
• Channel-level and blended performance  
• Improve attribution clarity:  
• Platform vs GA4 vs blended view  
• Translate data into clear action plans  

7. Team Leadership & Cross-Functional Alignment

Lead and mentor:  

• Meta Ads specialist  
• Google Ads specialist  
• Creative strategist  

Align with:  

• Product team  
• Tech / website  
• Founders  

Key Requirements

Must-Have

• 5–9 years of experience in performance marketing  
• Strong hands-on + strategic experience across:  
• Meta Ads  
• Google Ads  
• Proven track record of:  
• Scaling D2C revenue significantly  
• Managing high ad spends profitably  
• Deep understanding of:  
• CAC, LTV, ROAS, contribution margins  
• Strong analytical and decision-making skills  

Good-to-Have

• Experience in fashion / lifestyle / innerwear brands  

Exposure to:  

• CRO & landing page optimization  
• Marketing analytics tools  
• Experience managing teams  
• Shape
• KPIs / Success Metrics

KPIs / Success Metrics

0–3 Months

• Audit current performance engine  
• Identify key leaks in funnel (ads, CVR, CAC)  
• Stabilize performance and reduce inefficiencies  

3–6 Months

• Improve blended ROAS by X%  
• Reduce CAC while maintaining growth  
• Establish structured testing + scaling framework  

6–9 Months & Beyond

• Build a predictable and scalable growth engine  
• Drive significant revenue growth via paid channels  
• Improve contribution margins sustainably