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Job Description & How to Apply Below
At Times Internet, we create premium digital products that simplify and enhance the lives of millions. As India’s largest digital products company, we have a significant presence across a wide range of categories, including News, Sports, Fintech, and Enterprise solutions.
Our portfolio features market-leading and iconic brands such as TOI, ET, NBT, Cricbuzz, Times Prime, Times Card, Indiatimes, Whatshot, Abound, Willow TV, Techgig and Times Mobile among many more. Each of these products is crafted to enrich your experiences and bring you closer to your interests and aspirations.
As an equal opportunity employer, Times Internet strongly promotes inclusivity and diversity. We are proud to have achieved overall gender pay parity in 2018, verified by an independent audit conducted by Aon Hewitt.
We are driven by the excitement of new possibilities and are committed to bringing innovative products, ideas, and technologies to help people make the most of every day. Join us and take us to the next level!
About the Business Unit (ET Learning)
About the Business Unit
ET is India’s largest and most respected business, markets and personal finance news platform. We inform and actively engage business leaders, investors and entrepreneurs in driving economic growth and opportunity. We bring you the latest, in-depth coverage of the economy, stock markets, business developments and personal finance changes everyday. ET is India’s No.1 Business News Destination with the highest number of loyal business news readers.
Role Overview
As a Performance Marketer, you will be the execution backbone of ET Learning's paid growth engine. You will own Meta (Facebook, Instagram, Reels, Whats App) campaign planning, execution, and optimization on a day-to-day basis—turning creative assets into scalable, high-ROAS acquisition funnels.
This is a hands-on, high-intensity role for someone who lives inside Ads Manager, obsesses over hook rates and thumb-stop ratios, and can translate data signals into creative briefs that move the needle. You will work closely with the Creative Strategist, Analytics, Product, and Sales teams to drive subscriber acquisition & driving growth for our learning business.
If you've scaled paid acquisition for a learning platform, app subscription business, or D2C brand and know what it takes to profitably spend ₹1–3 Cr+/month on Meta—this role is for you.
Key Responsibilities
1. Meta Campaign Ownership & Execution
Day-to-Day Campaign Management: Plan, launch, and optimize Meta campaigns for multiple product categories (Subscription for ET Prime, Learning Courses across different category - AI Courses, Money & Markets, Kids/Parenting, Health).
Budget Stewardship: Manage monthly budgets of ₹1–3 Cr+ with sharp accountability on CAC, ROAS, and payback period targets.
Algorithm Mastery: Stay ahead of Meta's algorithm shifts, bidding strategies (Advantage+, ASC, CBO vs. ABO), and audience signal changes to maintain competitive efficiency.
Pixel & Tracking Hygiene: Ensure flawless pixel/CAPI implementation, event tracking, and attribution accuracy in collaboration with Product and Engineering teams.
2. Creative-Performance Loop
Data-to-Brief Translation: Analyse campaign data to generate actionable creative briefs—identifying winning hooks, formats, CTAs, and audience-message combinations.
High-Velocity Testing: Run a structured testing framework: 15–20+ new creative variants per week across categories, with clear hypotheses and kill criteria.
Creative Fatigue Management: Monitor creative decay, manage ad rotation schedules, and ensure a constant pipeline of fresh, high-performing assets.
UGC & Native Content: Champion "UGC-style," platform-native creatives that outperform polished brand ads—working with the Creative Strategist to produce testimonial-led, instructor-led, and hook-driven formats.
3. Funnel Optimization & Conversion
Landing Page A/B Testing: Collaborate with Product to continuously test landing pages, checkout flows, and trial-to-paid conversion levers.
Full-Funnel Thinking: Own performance from impression to activation—tracking drop-offs at every stage and driving improvements…
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