📈💡 “You’re not just running ads—you’re running the revenue engine.”
The Head of Performance Marketing is one of the most powerful roles in today’s digital-first Indian companies. Whether you’re scaling a D2C brand in Mumbai or driving app installs for a fintech in Bengaluru, this role directly impacts ROI, revenue, and growth.
It’s a job where data meets dollars and creativity meets conversion—perfect for analytical minds who love real results.
What Does a Head of Performance Marketing Actually Do?
This role oversees all paid digital campaigns—acquisition, remarketing, and retention—across channels like Google, Meta, LinkedIn, and programmatic platforms.
Responsibilities Include:
- 📊 Plan and manage large-scale paid ad budgets (₹10L–₹10Cr+)
- 🎯 Optimize CAC, ROAS, CTR, and conversion metrics
- 💡 Build full-funnel strategies from awareness to purchase
- 📱 Lead platform strategy: Meta, Google, LinkedIn, YouTube, Programmatic
- 🧪 Run A/B tests, landing page experiments, and creative iterations
- 👥 Manage teams and external agencies
- 🤖 Integrate AI tools for ad automation, copy, and bidding
- 🔁 Collaborate with product, analytics, and creative teams
Example: A Head of Performance at a skincare D2C brand may manage ₹2Cr/month in ad spends across Facebook, YouTube, and Google Shopping, driving 5x ROAS with dynamic remarketing and AI-powered copy testing.
Tools You’ll Be Using
- ✅ Ad Platforms: Google Ads, Meta Ads, LinkedIn, DV360
- ✅ Analytics: GA4, Mixpanel, Looker Studio
- ✅ Attribution Tools: AppsFlyer, Branch, Adjust
- ✅ AI Tools: AdCreative.ai, Jasper, ChatGPT, Madgicx
- ✅ Automation: Smartly.io, Optmyzr, Revealbot
- ✅ A/B Testing: VWO, Google Optimize, Convert.com
Key Skills Required
Technical Skills:
- PPC, display, video, and programmatic campaign management
- Budget optimization and bid strategy
- Conversion rate optimization (CRO)
- Pixel and event tracking
- Media mix modeling
Soft Skills:
- Data-driven decision-making
- Team leadership and delegation
- Collaboration with creative and analytics teams
- Communication with stakeholders and CXOs
Bonus AI Skills:
- Prompt engineering for ad copy generation
- Automated creative testing
- Predictive segmentation using AI
- Budget pacing via AI-driven algorithms
Typical Day in the Life of a Head of Performance Marketing
🕘 9:30 AM – Daily check of ROAS and spend across platforms
📊 11:00 AM – Standup with media buyers and analysts
🧠 1:00 PM – Strategy sync with product and brand team
🤖 3:00 PM – Test a new AI tool for ad copy and asset scaling
📣 5:00 PM – Review and approve new campaign creatives for launch
Salary Insights (India – 2025 Data)
- Mid-sized companies (5–8 yrs exp): ₹25 – ₹40 LPA
- Growth-stage startups/D2C brands: ₹40 – ₹70 LPA
- Unicorns and MNCs: ₹80 LPA – ₹1.5 Cr+
- Freelance/Consultant roles: ₹1L – ₹5L/month depending on spend handled
Career Growth & Path
Performance Marketer → Senior Media Buyer → Performance Marketing Manager → Head of Performance Marketing → VP Growth/CMO
Alternative Paths:
- Founder (D2C/agency)
- Adtech product manager
- CMO or VP of Marketing
- Chief Growth Officer
Are You Ready for This Role? (Self-Assessment Questions)
- Do you enjoy testing, iterating, and scaling campaigns based on real-time data?
- Are you comfortable owning big budgets and big expectations?
- Can you lead and mentor high-pressure teams?
- Do you understand both the “creative” and the “conversion”?
- Are you up-to-date with AI and automation in performance marketing?
Common Challenges
- Constant algorithm changes
- Platform saturation and rising ad costs
- Attribution chaos in a privacy-first world
- Creative fatigue
- Aligning with product and business outcomes
How to overcome:
- Diversify channels early
- Build strong data infrastructure (GA4, CRM, CDP)
- Embrace AI for copy/asset/automation scaling
- Focus on retention, not just acquisition
Interview Preparation Tips
- Prepare case studies showing how you scaled ad spends and ROI
- Know your metrics: CAC, ROAS, LTV, CTR, CVR, CPM
- Discuss attribution challenges and how you solved them
- Be ready to critique a live ad or landing page
- Talk about platform diversification strategy (beyond Meta/Google)
- Bonus: Demonstrate how you’ve used AI tools to boost performance
Quote of Motivation
“Performance marketing isn’t about spending more—it’s about spending smart. Test fast. Scale faster.” — FSIDM
FSIDM Relevance
Want to manage ₹10L+ ad budgets with confidence? FSIDM’s performance marketing modules give you real-world experience, tools, and strategy frameworks to own results like a pro.
Recommended Resources
🎓 Courses:
- FSIDM Performance & Paid Media Mastery Track
- Meta Blueprint & Google Ads Certifications
- CXL – Performance Marketing Strategy
- GrowthSchool: Media Buying Bootcamp
🛠 Tools to Explore:
- Google Ads Editor, Meta Ads Manager
- Revealbot, AdCreative.ai, Smartly.io
- Google Looker Studio
- ChatGPT + Jasper for ad copy testing
- Supermetrics for campaign reporting
📰 Blogs & Channels:
- FSIDM Blog
- Performance Marketer (by Shivam)
- AdLeaks
- Mad Over Marketing (for creative inspo)
- Neil Patel’s YouTube
TL;DR
The Head of Performance Marketing is a results-obsessed, data-driven, AI-augmented role that drives revenue and scale for Indian brands in 2025. It’s high pressure, high impact, and highly rewarding.
