1. Performance Marketing Strategy & Execution
• Own paid media strategy and execution across Meta, Google (Search, Shopping, UAC, YouTube), BookMyShowDSP, Paytm Insider, Amazon/Flipkart Ads, and Apple Search Ads
• Define KPIs, target CPAs, and ROAS benchmarks for each of the six product lines and be accountable to them
• Build and manage a rolling 12-week campaign calendar across the portfolio, with burst strategies for event launches and always-on programmesfor subscription and e-commerce products
• Lead media planning and budget allocation across products and channels, with weekly reallocation based on performance data
2. Attribution Infrastructure & Measurement
• Build a unified attribution stack from scratch —server-side tagging, Appsflyerintegration, a cross-platform data pipeline, and a single decision dashboard covering all six products
• Establish the measurement framework: define attribution windows, conversion events, and LTV models per product before scaling spend
• Own the relationship with the MarTechstack —GTM, CRM (MoEngage/Clevertap), CDP, and BI tooling
• Drive incrementality testing and move the team away from platform-reported ROAS as the primary decision metric
3. Creative Testing System
• Design and run a structured creative testing programmeacross all six products with documented hypotheses, controlled variables, and synthesisedlearnings
• Build AI into the creative workflow: AI-assisted briefing, copy variant generation, and performance synthesis are expected as SOPs, not experiments
• Own the creative performance calendar: brief cycles, production timelines, A/B test windows, and creative refresh triggers
• Partner with content, brand, and product teams to ensure creative is rooted in audience insight, not just production convenience
4. Team Building & Operating Model
• Design the team's operating model —campaign templates, naming conventions, automated rules, and weekly rhythm —so the team runs as a system, not as a collection of individuals
• Build AI fluency into the team's DNA: structured onboarding, toolstackstandards, and workflow SOPs that make AI-assisted work the default
• Hire and build a team of 5–6 specialists structured by funnel type: a Ticketing Specialist (concerts + comedy), an App Growth Specialist (CarvaanApp), a D2C/Commerce Specialist (vinyls+ CarvaanMini), a Data & Attribution person, and a Creative Ops Manager
advertising (Amazon, Flipkart) or regional DSPs (BookMyShow, Paytm Insider)
• Background in entertainment, media, consumer tech, or D2C —understands emotionally-driven purchase behaviour
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