Senior Performance Marketer/ Digital Marketing Specialist
Marketing | Mumbai
Job Address : Own digital performance marketing across Meta, Google and analytics, driving qualified UHNI lead generation through precise targeting, optimisation, reporting and funnel management.
No Of Position : 1
Experience : 10–12 years
Job Description : Who are we?
Design First delivers personalized luxury interior and furniture design to India’s discerning homeowners and corporates. Led by prolific, seasoned luxury brand builders, internationally trained designers, world-class professionals and passionate, steadfast teams of turnkey project execution specialists. We seek excellence in design and are committed to bringing back trust and excitement in the design process.
Head Office: Marine Drive, South Mumbai
Operational Office: Kanjurmarg, Central Mumbai
To know more about Design First, visit www.designfirst.co.in and https://instagram.com/designfirstofficial
We are a lean team of high performing go-getters who take ownership of their roles in the organization. Debates and discussions are an important part of our culture and we encourage young minds to bring unique perspectives to the conversations. Most importantly, we love solving problems.
If you think you’re cut out from a similar cloth, we’d encourage you to apply for this role.
The Role:
This role owns the performance side of digital marketing for both brands — campaign setup, audience architecture, budget management, optimisation, lead quality assessment and reporting across Meta and Google for The Quarry and Design First simultaneously.
Both brands require the same governing principle: lead quality over lead volume. One qualified UHNI enquiry for either brand is worth more than fifty unqualified form fills. Holding this principle — and not abandoning it when data creates pressure toward a simpler metric — is the central requirement of this role.
What would you be required to do?
Paid Social – Meta
- Build, manage and optimise Meta Ads campaigns across multiple audience segments, campaign objectives and service offerings — distinct campaign structures, distinct audiences and distinct creative briefs run simultaneously.
- Build precision audience targeting across architects, design professionals, UHNI homeowners, business families and senior professionals.
- Brief the Graphic Designer and Content Writer on ad creative — holding creative to the correct brand standard before any asset goes live.
- Manage separate A/B testing frameworks for different audience segments and campaign objectives — insights from one audience do not automatically transfer to another.
Google – Search, Display & Local
- Manage Google Ads: keyword strategy, search term performance, campaign structure, bid management and conversion tracking across multiple audience categories.
- Manage Google Business Profile, review strategies, content cadence and local search positioning.
- Monitor and report on Google-side metrics with specificity.
Analytics, Reporting & Lead Quality
- Own GA4 reporting across all digital properties — tracking qualified traffic, source quality, engagement depth and lead attribution.
- Define lead quality standards across audience segments and service categories — understanding that different customer journeys require different qualification criteria.
- Produce monthly performance reports that are specific, honest and actionable.
- Maintain and troubleshoot tracking infrastructure: Meta Pixel, Google Ads conversion tracking, GTM and GA4.
Landing Pages and Funnel
- Own the landing page brief for all paid campaigns — ensuring communication matches campaign messaging and maintains the correct brand standard.
- Monitor landing page conversion behaviour and recommend changes based on data.
- Build and optimise lead funnels across multiple audience journeys — understanding that UHNI purchase cycles are long and the funnel must reflect that reality.
SEO & Content Visibility
- Manage the SEO programme across service categories: keyword strategy, on-page optimisation and backlink quality oversight.
- Coordinate with the Content Writer on content that builds search authority alongside brand authority.
- Manage presence across YouTube, Pinterest, Google Business Profile and relevant community platforms — not for volume, but for targeted audience discovery.
- Oversee backlink placements, evaluating domain authority, topical relevance and brand alignment before publication.
What skills we are looking for?
Qualifications:
- Degree in Marketing, Business, Engineering or an equivalent quantitative field.
- Google Ads and Meta Blueprint certifications strongly preferred.
- Hands-on capability takes precedence over certification in evaluation.
Experience & Background:
- 10–12 years of hands-on digital performance marketing experience — has built systems and campaigns end to end for multiple brands, audiences or business categories simultaneously.
- Demonstrated experience managing separate paid media campaigns for distinct audiences, business categories or brands in parallel.
- Meaningful experience in luxury, luxury real estate, luxury hospitality, or high-consideration purchase categories where lead quality was the primary metric.
- Has managed or evaluated external performance marketing partners — briefing, holding to benchmarks and restructuring where needed.
- Understands brand-safe performance marketing: knows what happens to brand equity when campaigns optimise for volume.
Technical Requirements
- Meta Ads Manager — has architected campaign structures, not only managed inherited ones; comfortable running separate account structures for multiple audiences and objectives simultaneously.
- Google Ads — full working knowledge of search terms, keyword strategy, bid structure and quality score interpretation.
- GA4 — sets up goals, builds custom reports and dashboards independently.
- Meta Pixel — conversion event configuration, attribution window management and discrepancy diagnosis.
- Google Tag Manager — container management, tag setup, trigger configuration and misfire diagnosis.
- Google Search Console — keyword ranking tracking, index status monitoring and technical issue identification.
- Looker Studio — builds and maintains campaign performance dashboards for Founder-level reporting.
- WhatsApp Business / Meta Business Suite — audience targeting, broadcast management and platform integration.
- CRM — working knowledge of HubSpot, Zoho or equivalent; understands lead flow from ad platform to CRM to sales follow-up.
- Excel / Google Sheets — proficient in manipulating raw data exports and building performance trackers independently.
Skills & Qualities:
- The ability to run distinct performance strategies for multiple luxury audience segments simultaneously — not one strategy applied to every campaign.
- Lead quality obsession — understands that one right enquiry is worth more than fifty wrong ones and maintains this discipline under reporting pressure.
- Brand awareness — holds the correct creative standard before briefing and understands how performance impacts brand perception.
- Analytical honesty — reports what the data shows, including when the findings are negative.
- Diagnostic precision — can identify what campaign performance is actually indicating about audience quality, conversion friction and creative fatigue.
Personality – What this Role Requires:
- Analytical yet brand-sensitive — does not treat the brand as a constraint on performance, but as a parameter within which good performance is built.
- Calm and disciplined — manages multiple campaign variables, audiences and objectives simultaneously without losing clarity.
- Ownership-driven — the data is theirs to own, the problems are theirs to surface and the recommendations are theirs to make.
- Mature communicator — presents performance data to the Founder in plain, honest language.
- Emotional maturity, ownership and discretion — the baseline operating standard in a founder-led luxury environment.
