Performance Marketing Specialist

Performance Marketing Specialist - International Markets

About Lokal

In 2018, we began with a WhatsApp group with a simple hypothesis: people in tier-2/3 towns weren’t really using the internet meaningfully yet. We believed that if we started with local content in their own language, they’d come back every day; once there was a habit and trust, that same space could naturally grow into classifieds and, eventually, something they used for almost everything online. This spark became Lokal. Our first instinct was to put everything in one place & one app - local updates, classifieds, jobs, matrimony and more. It worked, till it stopped working. Users gave us the insight - when one use case outweighs the others, everything else seems like noise. We listened. Like how Craigslist quietly seeded a generation of focused companies & marketplaces, we began unbundling and verticalising.

Today, Lokal is a house of focused apps, many products, one mission:
to connect Tier-2/3+ India to the Knowledge, opportunities, tools and experts they’ve always deserved. We now operate dozens of live apps across categories like:

• Edutainment & Skill Learning – practical skills and learning in regional languages (GyanTV)
• Matrimonial Matchmaking – hyperlocal, compatibility-first partner search (Lokal Matrimony)
• Agri Consulting – farmer-first advisory in local languages (AgriLokal)
• Lokal Jobs – blue- and grey-collar opportunities close to home (Lokal Jobs)
• Social & Community – Place to find & post social updates (Lokal app)
• Emotional Well-being & Peer Support – safe spaces to talk and feel heard (Dostt & Eaze)
• Astrology & Guidance – instant access to trusted Astrologers via chat and voice (AstroLokal)
• Advisory Services – early bets in legal help, financial guidance, career counselling, and more

Under the hood, Lokal is a discovery and access platform: local-language internet + deep Bharat insight+ AI. When someone opens a product we’ve built, they don’t wade through clutter; they get a straight line to what they came for. This is the story new teammates walk into: a company that started as a whatsapp group, became a family of focused apps, and kept one belief at the centere — access changes lives.

We ship fast. We learn fast. We build for Bharat.

We are backed by leading global and domestic investors including Y Combinator, Sony, Global Brain, India Quotient, and 3one4 Capital

About the role :
We are looking for a data-driven Performance Marketing Specialist to drive user acquisition and revenue growth across international markets. You will own end-to-end campaign execution across paid channels and work closely with content, analytics, and product teams to scale high-quality users efficiently on iOS at scale

Key Responsibilities :

• Plan, execute, and optimize paid app campaigns across Meta, Google programmatic DSPs, and ad networks relevant to target international geos.
• Drive user acquisition, activation, and subscription growth across international markets, with a focus on iOS user bases
• Own and optimize key metrics: CAC, CPI, ROAS, Retention, LTV.
• Work closely with MMP platforms and backend tracking systems to ensure clean attribution, event mapping, and funnel integrity
• Run A/B tests on creatives, targeting, bidding strategies, and onboarding funnels to improve conversion and payback periods
• Deep dive into user behavior, retention patterns, and demographic data to translate insights into actionable creative directions and create ad narratives that resonate across international audiences
• Collaborate with creative teams to build high-converting ad creatives tailored for culturally diverse international audiences
• Analyze campaign performance using attribution platforms, analytics dashboards, and internal BI tools
• Partner with backend/engineering teams to validate event tracking, postback configurations, and cohort data accuracy Identify growth opportunities specific to international user behavior, content consumption trends, and platform nuances across geos
• Manage budgets efficiently and ensure scaling within target CPA across markets

Requirements

• 2–3 years of experience in performance marketing / growth marketing, preferably with international or multi-geo campaigns
• Strong understanding of the global app marketing ecosystem — across search, social, video, ad networks, and programmatic DSPs; ability to identify and test the right channel mix per geo
• Hands-on experience with MMPs — including cohort analysis, custom dashboards, postback setup, and fraud prevention
• Solid understanding of iOS attribution frameworks — privacy-first measurement probabilistic modeling, and SKAdNetwork
• Comfortable working with backend tracking concepts — event schemas, postback URLs, server-side attribution, and data pipelines
• Strong analytical skills; proficient in spreadsheets, dashboards, and campaign data interpretation Experience in app marketing and subscription products is strongly preferred
• Ability to think both creatively and analytically across diverse audience segments
• Strong instinct for user research and audience understanding — ability to analyze behavioral and demographic data to identify user personas and translate them into compelling ad narratives

What You'll Get

• Ownership of international growth campaigns with direct revenue impact
• Deep exposure to large-scale iOS app growth and cutting-edge attribution infrastructure
• Fast-paced, experiment-driven environment with cross-functional learning
• Collaborative culture across product, content, analytics, and engineering

Experience Level

Mid Level