About the role
You'll own Kirana Club's performance marketing engine and a ₹1Cr+ monthly budget across Meta, Google, and other paid channels. This is a hands-on, spend-owning role — responsible not just for running campaigns, but for acquiring transacting retailers at the right CAC and building the experimentation engine behind paid growth.
As Kirana Club evolves into a B2B commerce marketplace, performance marketing will increasingly be commerce-first — bringing retailers directly to relevant products, categories and offers, and getting them to come back and buy again. Our audience is largely non-metro, vernacular-first kirana store owners across Bharat, so standard D2C playbooks often won't work as-is.
What you'll do
- Own and manage a ₹1Cr+ monthly performance marketing budget across Meta, Google and other paid channels
- Build, launch, and optimize campaigns end to end — creative testing, targeting, bid strategy, budget allocation across channels
- Own CAC and the economics of paid acquisition end to end — from first transaction/delivered order to repeat, LTV and ROAS; run experiments to continuously improve them
- Work with the creative team to test and iterate ad creative for a vernacular, non-metro audience
- Build attribution and tracking accurate enough to make real budget calls, not vanity dashboards
- Partner with growth and product so paid users land into onboarding flows that actually convert and retain
- Build and scale commerce acquisition and reactivation across Search, Shopping, Performance Max, catalogue/product ads, display and remarketing — driving retailers directly to relevant products, categories and offers
What we're looking for
- 4+ years in performance marketing, has managed a monthly budget upwards of ₹50L
- Experience marketing to non-metro, vernacular, or price-sensitive Indian audiences
- Deep hands-on expertise in Meta and Google Ads, including commerce-led campaigns such as Shopping/PMax, catalogue ads and remarketing
- Strong professional pedigree — a brand-name startup, agency, or company that signals you can be trusted with real budget
- Strong with numbers — builds your own CAC/ROAS models, doesn't wait on a data team to tell you if a campaign worked
- AI-native — uses AI for creative variants, copy testing, and analysis as a default
- Stayed long enough at your last few roles to see campaigns compound — no string of sub-year stints
- Based in Bangalore, ready to work from office
- Background in ecommerce, marketplaces, quick commerce, D2C or another transaction-led consumer business; experience building for Bharat is a strong plus
