Content Lead (Performance Marketing)
- People Group
- 4 - 6 years
- Mumbai
- 1 month ago
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Job Description
Creative Lead Performance Marketing
Location: Mumbai / Hybrid Team: Growth & Marketing
The Story
At Shaadi.com, we arent just building a brand; we are building families. We are the world's largest
matchmaking service, and every day we help millions navigate one of life's most personal journeys.
We are looking for a Creative Lead (Performance Marketing) who is equal parts storyteller and
technologist. We need a visionary who can combine human empathy with Generative AI to build a
high-velocity creative engineone that learns as fast as it creates.
The Mandate
You won't just be "making ads." You will be architecting a new way of speaking to our audience.
Based on our latest data, we are pivoting our creative strategy, and we need you to lead this shift:
- From "Clever" to "Crystal Clear": We are moving away from complex metaphors and
skit-based narratives. Your goal is to craft creative that respects the user's timedelivering
direct, empathetic solutions to their specific relationship struggles.
- Redefining Authority: We have the credibility (celebrities, founders, legacy). Your challenge
is to make that authority feel approachable. We want to bridge the gap between "trusted
brand" and "best friend who gets it."
- Scaling Radical Relatability: The "perfect wedding" photo is the destination, but our users
are stuck in the journey. You will build campaigns that validate their current frustrationslike
the fatigue of biodata or the pressure of timelinesand offer Shaadi.com as the sane,
empowering solution.
What You Will Build
- A Next-Gen Creative Factory: You will design and lead a pipeline capable of producing
high-volume creatives weekly (100s of assets). This isn't about working harder; it's about
working smarter, removing bottlenecks, and maintaining high quality at scale.
- An AI-First Culture: You will be the champion of AI tools (Midjourney, Runway, ChatGPT,
etc.) within the team. Youll show designers and editors how to use technology to speed up
storyboarding, iterate on scripts, and generate assets, allowing them to focus on the art rather
than the assembly.
- Data-Informed Storytelling: You will work closely with the Growth team to digest weekly
insights (using tools like Motion). If a "UI-focused" ad feels too transactional, you will be the
one to pivot the visual language to feel more "lifestyle-integrated" and emotional.
- The "Test & Learn" Loop: You will champion a culture where a failed test is just a stepping
stone. You will aggressively A/B test hooks, visual formats, and narratives to find the winners
that resonate with niche audiencesfrom concerned parents to career-focused singles.
Who You Are
- The Modern Creative: You have 5+ years of experience in Creative Strategy or Performance
Marketing. You understand that in 2025, great creative is a blend of human insight and
machine efficiency.
- AI Native: You don't just know AI exists; its part of your daily workflow. You can demonstrate
how youve used tools to multiply output and reduce production time.
- Empathetic Strategist: You understand the nuances of the Indian matchmaking market. You
know that a headline needs to be an invitation, not a command. You can distinguish between
"selling a feature" and "solving an anxiety."
- Analytical Creative: You are comfortable looking at a spreadsheet of CTRs and ROAS to
understand why a creative worked. You use data to sharpen your intuition, not replace it.
Why This Role Matters
This is a rare opportunity to lead a creative transformation at a massively strong brand. You won't
be fighting for budget or buy-in; you will be given the tools and the trust to experiment boldly. Whether
its testing AI avatars or hyper-personalized video journeys, if it helps two people find each other, we
want you to build it.
How to Apply
Sharing a portfolio is standard, but wed love to see how you think. Along with your CV, tell us about a
time you used data (or AI) to turn a failing creative campaign into a winning one.
Job Classification
Industry: Software ProductFunctional Area / Department: Marketing & CommunicationRole Category: MarketingRole: Creative MarketingEmployement Type: Full timeContact Details:
Company: People GroupLocation(s): Mumbai
Keyskills: Artificial Intelligence Performance Marketing Content Strategy
People Group
Shaadi.com, part of Anupam Mittal promoted People Group, is one of India's best known Internet brands and the worlds largest matrimonial service. It was founded with one simple objective - to provide a superior matchmaking experience to Indians all over the world. The company pioneered online matrim...
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