Rhea Chheda
1. Role Name & Department
Role: Performance Marketing Specialist – Cashkr
Department: Marketing & Growth
Reports To (Primary):
Marketing Head
Functional / Dotted-line:
Data Analyst (for tracking, dashboards, experiment results)
Head of Technology / IT Manager (for events, pixels, GA4, GTM, app/web tracking)
Works Closely With:
SEO & Content Team (blog/landing content alignment, search intent inputs)
Graphic Designer / Video Editor (ad creatives based on briefs)
UI/UX Designer (funnel & landing page improvements – suggestion only)
Tech Team (tracking validation, custom events, deep links)
CX / Sales Team (lead quality feedback and follow-through)
Pricing & Buyback Manager (offers, price points, promo logic when needed)
2. Role Purpose
Plan, run and optimize paid campaigns (Google, Meta, YouTube, etc.) so that:
Cashkr gets high-intent leads, orders and app installs
At or below target CPA / CPO with healthy ROAS where measurable
Winning campaigns are scaled, weak ones are fixed or killed, and tracking is accurate.
3. Key Result Areas (KRAs)
KRA 1 – Performance Strategy, Goals & Budget Planning
Own performance goals (Leads, Orders, Installs, CPA, ROAS), pick the right platforms and plan monthly/quarterly budget allocation across cities, device types and campaigns.
KRA 2 – Campaign Setup, Targeting & Tracking Readiness
Ensure all campaigns are properly structured and trackable: correct objectives, targeting, UTMs, conversions and events (with implementation support from Tech).
KRA 3 – Ongoing Optimization, Testing & Scaling
Continuously optimize campaigns (bids, budgets, keywords, audiences, creatives) while running A/B tests and scaling what works without breaking CPA/ROAS.
KRA 4 – Funnel & Audience Insights (Analysis, Not Fixing)
Analyse performance by funnel steps, city, device type, audience and creative; highlight where drop-offs happen and share specific recommendations with Tech, UX and Content.
KRA 5 – Reporting, Communication & Collaboration
Provide clear daily/weekly/monthly performance updates and coordinate with Design, Tech, CX, and Data without taking over their responsibilities.
4. KPIs (Mapped to KRAs)
No. 1 – Leads, Orders & Installs from Paid Channels
Description:
Measures volume of leads, orders and app installs generated via paid campaigns (Google / Meta / YouTube etc.).
Formula:
Leads from paid campaigns per week/month
Orders from paid campaigns per week/month
App installs from paid campaigns per week/month
Target:
Set monthly/quarterly targets by channel, city and device-type cluster.
Data Source:
Ads platforms (Google, Meta, UAC/P-Max/YouTube), GA4, Firebase, Admin Panel, Data Analyst dashboards.
Review Frequency:
Weekly / Monthly.
Linked KRAs:
KRA 1, KRA 3.
No. 2 – Cost per Lead (CPL) & Cost per Order (CPO / CPA)
Description:
Average cost per lead and cost per order from paid campaigns vs target benchmarks.
Formula:
CPL = Total spend ÷ Leads from that channel/campaign
CPO / CPA = Total spend ÷ Orders from that channel/campaign
Target:
Stay at or below agreed CPL / CPO targets for each major channel, city and device segment.
Data Source:
Ads platforms, GA4, Admin Panel, dashboards.
Review Frequency:
Daily (quick check) / Weekly / Monthly.
Linked KRAs:
KRA 1, KRA 3.
No. 3 – ROAS / Revenue Efficiency (where measurable)
Description:
For journeys where revenue is trackable, ensure campaigns are not just driving volume but driving profitable volume.
Formula:
ROAS = Revenue attributed to campaign ÷ Ad spend on that campaign
Target:
Maintain or improve ROAS per channel/campaign as per agreed benchmarks.
Data Source:
GA4 (revenue events), Ads platforms, Admin Panel / Finance inputs, dashboards.
Review Frequency:
Monthly.
Linked KRAs:
KRA 1, KRA 3.
No. 4 – CTR, CPC & CVR (Creative & Funnel Quality Indicators)
Description:
Basic performance metrics to judge ad quality and funnel effectiveness.
Formula:
CTR = Clicks ÷ Impressions × 100
CPC = Spend ÷ Clicks
CVR (Click → Lead or Click → Order) = Conversions ÷ Clicks × 100
Target:
Channel/campaign-level benchmarks (improve over time with testing).
Data Source:
Ads platforms, GA4 conversion events.
Review Frequency:
Daily (high-level) / Weekly (deep dive).
Linked KRAs:
KRA 2, KRA 3, KRA 4.
No. 5 – A/B Test Velocity & Win Rate
Description:
Measures how actively the Performance Marketer is testing creatives, audiences and structures, and how often those tests produce a winning variation.
Formula (Test Count):
Number of meaningful A/B tests run per month (ad copy, creative, audience, bid strategy, landing, etc.)
Formula (Win Rate):
Number of tests that produce a clear winner (better CPA/ROAS) ÷ Number of completed tests × 100
Target:
Run a minimum number of tests per month (e.g. ≥ 4–8) and maintain a healthy learning rate (even failed tests give learnings).
Data Source:
Experiment log (Sheet/Notion), campaign change history, dashboards.
Review Frequency:
Monthly.
Linked KRAs:
KRA 3, KRA 4.
No. 6 – Retargeting Performance
Description:
Effectiveness of retargeting campaigns (website visitors, app events, price-viewers who didn’t convert).
Metrics to Track:
Share of total leads/orders coming from retargeting campaigns
CPL/CPO from retargeting vs cold campaigns
CVR of retargeting vs cold
Target:
Retargeting should generally show better efficiency (lower CPL/CPO, higher CVR) than cold campaigns; ensure meaningful volume runs through retargeting.
Data Source:
Ads platforms (retargeting campaign tags), GA4 audiences, pixels.
Review Frequency:
Weekly / Monthly.
Linked KRAs:
KRA 3, KRA 4.
No. 7 – Tracking & UTM Implementation Accuracy (Verification Side)
Description:
Checks whether all campaigns have correct UTMs, pixels, and conversions attached (Performance Marketer verifies; Tech implements).
Formula (Conceptual):
% of active campaigns/ad sets where:
UTMs are correctly applied
Correct conversion action is selected
Relevant pixel/event is active
Target:
100% of live campaigns should meet tracking/UTM standards.
Data Source:
Ads managers, GA4, tag checkers, UTM standard sheet.
Review Frequency:
Weekly.
Linked KRAs:
KRA 2, KRA 5.
No. 8 – Lead Quality Feedback from CX/Sales
Description:
Ensures Performance Marketing is driving quality, not just quantity.
Possible Metrics:
% of leads marked as “junk / wrong / irrelevant” by CX or Sales
Orders per 100 leads by campaign or audience
Qualitative feedback trends (e.g., bad device types, wrong locations)
Target:
Maintain low junk-lead percentage and improve conversion to orders, based on feedback.
Data Source:
CX/Sales tools, lead disposition data in Admin Panel, feedback sheets.
Review Frequency:
Monthly.
Linked KRAs:
KRA 4, KRA 5.
5. Core Processes / SOPs Owned
The Performance Marketing Specialist is owner / co-owner for these SOPs:
Performance Strategy & Budget Planning SOP
How to define goals for each month/quarter:
Leads, Orders, Installs, CPA, ROAS targets
How to decide platform mix (Google / Meta / YouTube / others) based on:
Past performance
City/device priorities
How to allocate budgets across:
Cities
Device types
Campaign types (cold, retargeting, branded, non-branded).
Campaign & Tracking Setup SOP (with Tech & Data)
Steps before launching a campaign:
Confirm required GA4 events / conversions exist (with Tech & Data)
Ensure pixels/SDKs are live (Tech’s job)
Define inside-platform conversions (leads, orders, installs).
UTM standards for all campaigns.
Checklist before going live (naming, budget, location, schedule, conversion action, tracking).
Note: Performance Marketer does not code or deploy GTM – they request and verify.
Keyword & Audience Research SOP
How to:
Research high-intent keywords for Google Search.
Group keywords into campaigns/ad groups (city/device/intent).
Build audience sets in Meta & Google (interest, custom, lookalike, retargeting).
How often to refresh keywords and audiences.
Campaign Creation & Structure SOP
Naming conventions for campaigns/ad sets/ad groups/ads.
When to use:
Search, PMax, Display, YouTube, Discovery (if used).
Meta campaigns (Sales, Leads, Traffic, etc.).
Basic structural rules:
How many ads per ad group/ad set.
When to split by city/device value band.
Separate cold vs retargeting.
Ad Copy & Creative Briefing SOP
Structure for writing:
Headlines, descriptions, primary text, CTAs.
How to prepare a creative brief for designers/video editors:
Objective, angle/hook, formats, sizes, key messages, references.
Plan for creative variations for A/B testing.
Note: Performance Marketer writes and briefs; designer/video team creates.
Daily Optimization & A/B Testing SOP
Daily checks:
Spend, CPA, CPL, CTR, CPC, CVR, frequency.
When to:
Pause bad ads/ad sets/campaigns.
Add negative keywords.
Shift budgets between campaigns or ad sets.
Adjust bids or bid strategies.
A/B testing rules:
What to test (headline, creative, audience, bidding, placements).
Minimum runtime, budget, and reading results.
Retargeting & Funnel-Based Campaigns SOP
How to build retargeting lists:
Website visitors
App events (viewed price, started order, etc.)
Time windows for retargeting audiences (e.g., 7/14/30 days).
How to structure retargeting creatives and offers differently from cold.
Competitor & Market Ads Review SOP
Regularly check competitor ads:
Creatives, messages, offers, landing styles.
Maintain a simple swipe file.
Translate learnings into new tests and angles.
Performance Reporting SOP
Daily snapshot:
Spend, leads, orders, installs, CPA/CPL/CPO and quick alerts.
Weekly summary:
Channel-wise results, best/worst campaigns, tests run, next steps.
Monthly report:
Deeper breakdown by city, device, campaign type, audience.
Key insights and action items for next month.
6. Weekly & Monthly Reporting
Weekly – “Performance Marketing Weekly Snapshot”
To:
Marketing Head
CEO (summary view)
Data Analyst
Tech Lead / IT Manager (when tracking issues exist)
Relevant stakeholders in Ops/CX if needed for lead quality discussions
Format:
Short summary (Slack / Email / Doc) + dashboard links.
Includes:
Core Numbers:
Spend, leads, orders, installs, CPL, CPO/CPA, ROAS (where available).
Channel/campaign breakdown (Google, Meta, YouTube, etc.).
What Worked:
Top performing campaigns, audiences, creatives, locations, or device types.
What Didn’t Work:
High-CPL / low-conversion campaigns and corrective actions (pause, fix, test).
A/B Tests & Learnings:
Tests launched, completed, and key learnings (even failures).
Retargeting Highlights:
Performance of retargeting vs cold, any new retargeting ideas.
Next Week Plan:
New tests, budget shifts, campaigns to scale/cut.
Dependencies on Design, Tech, Data, or CX.
Monthly – “Performance Marketing Section in Monthly Review”
To:
CEO, Marketing Head, Data Analyst, Tech Lead, CX Lead, Ops/Vendor Lead, Pricing & Buyback Manager (if needed).
Format:
Slides / Doc with charts and tables.
Includes:
Overall Results:
Leads, orders, installs, total spend, CPL, CPO, ROAS vs last month and vs targets.
Breakdown Views:
By channel (Google vs Meta vs YouTube, etc.).
By city and device type.
By campaign type (cold vs retargeting, brand vs non-brand).
Funnel & Quality Insights:
CTR, CPC, CVR trends.
Lead quality feedback from CX / Sales (if integrated).
Experiments & Creative Learnings:
Summary of biggest tests and their outcomes.
Winning messages, audiences, formats.
Tracking & Tech Notes:
Any major tracking issues and fixes.
Status of key conversion events.
Top 3–5 Priorities for Next Month:
Scaling specific campaigns/cities/devices.
Fixing or replacing weak campaigns.
Planned bigger tests (new platforms, new funnels, new offers).