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Lead – Digital Growth Marketing (SEM / Performance) Pepper Content · Full-time · Mumbai (US Hours)
About the Role
We’re hiring a Lead – Digital Growth Marketing to own SEM and performance marketing for our US business — Pepper’s largest and fastest-growing market. You’ll run a multi-million-dollar paid budget across Google, Bing, Meta, LinkedIn, and YouTube, and you’ll be measured on one number: qualified pipeline at efficient CAC.
This is a hands-on, P&L-style role. You’ll set the channel mix, build the bidding and creative strategy, run the experimentation engine, and deploy AI-led automation to extract every dollar of efficiency. SEO and GEO sit under your remit as compounding levers that lower your blended CAC — but the core job is paid: own the auction, own the funnel, own the number.
This role is for someone who has run 7-figure paid budgets, can audit a Google Ads account in 30 minutes, and gets restless when CPLs creep up by 5%.
Location & Hours
Base location: Mumbai (in-office).
Working hours: 5:00 PM – 2:30 AM IST, aligned to US business hours, Monday–Friday.
This role partners daily with US stakeholders and the US growth/marketing team. The shift is non-negotiable — please apply only if you’re committed to the US schedule.
What You’ll Own
SEM & Paid Search (Primary)
Own Google Ads and Bing end-to-end — campaign architecture, keyword strategy, match-type discipline, bidding (manual + Smart Bidding), Quality Score, ad copy, sitelinks, audience layering, and negative keyword hygiene.
Drive CPL and CAC efficiency quarter-over-quarter through structured experimentation: bid strategy tests, ad copy iteration, landing page A/B tests, audience exclusions, and dayparting.
Build AI-driven SEM workflows — search intent classification, automated negative keyword harvesting, bid optimization, ad copy generation, and anomaly detection — using tools like SEMrush, Gumloop, n8n, Optmyzr, or custom GPT-based pipelines. Replace hours of manual work with automation.
Own SEM landing page strategy in partnership with Web Engineering and Content. Ship dedicated, conversion-optimized LPs (not generic homepage drops) for every major campaign cluster.
Run rigorous SEM forecasting and budget allocation: weekly pacing, channel-level ROAS, marginal CAC analysis, and incremental budget cases for leadership.
Paid Social & Performance Channels
Own Meta, LinkedIn, YouTube, and emerging paid channels for US demand gen. Drive MQLs, demos, and pipeline at target CPA.
Build full-funnel paid social: prospecting, retargeting, lookalikes, abandoned-funnel sequences, and creative-led campaigns (e.g., Meta DM campaigns with incentives, LinkedIn Document Ads, YouTube demand gen).
Own creative strategy with the brand/design team — brief, test, iterate. You don’t just run media; you drive what gets made.
Build paid attribution and incrementality testing — geo holdouts, conversion lift studies, MMM inputs — to know what’s actually working vs. what looks good in last-click.
Funnel, CRO & Web
Own the paid → MQL → SQO conversion funnel. Partner with RevOps on lead scoring, routing, and SLA adherence.
Run the CRO program across all paid landing pages and high-intent web pages — hypothesis-driven A/B testing, heatmap analysis, form optimization, and friction reduction.
Partner with PMM and Web Engineering to ship high-intent web tools (calculators, generators, comparison tools) that lower paid CPL and drive 3–5x higher conversion rates.
SEO & GEO (Compounding Leverage)
Own organic MQL acquisition as a CAC-reduction lever — every dollar saved in paid via SEO directly improves blended efficiency.
Drive programmatic SEO at scale: glossaries, comparison pages, category/location LPs, template-driven content systems. Target top-3 rankings on commercial-intent terms.
Lead GEO (Generative Engine Optimization) strategy: optimize Pepper’s content and structured data to win citations across ChatGPT, Perplexity, Gemini, Claude, and Google AI Overviews. Build the measurement playbook for AI-search visibility.
Partner with the Content team to ensure SEO/GEO output meets quality and intent — but you set the strategy and the targets.
Reporting & Cadence
Own the weekly performance review: spend, MQLs, SQOs, CPL, CAC, pipeline, and channel-level health.
Build dashboards in Looker/GA4/Sheets that the Founder, CRO, and CMO can read in under 60 seconds.
What We’re Looking For
5–9 years in performance marketing at a high-growth B2B SaaS or marketplace company, with at least 2–3 years owning SEM for the US market.
Demonstrated experience managing $2M+ in annual paid budget with clear ARR/pipeline outcomes attached to your work.
Deep, hands-on Google Ads expertise — you can talk Quality Score, auction insights, search term reports, and bid simulators in your sleep.
Proven track record of driving CAC down and pipeline up quarter-over-quarter through experimentation and automation, not just spend increases.
Strong paid social chops across Meta and LinkedIn — full-funnel, creative-led, with attribution rigour.
Hands-on with AI/automation tooling (LLMs, Gumloop, n8n, Zapier, Optmyzr, SEMrush AI, custom GPTs) to scale performance workflows.
Strong working knowledge of SEO and a clear point of view on GEO. You don’t need to be a technical SEO expert — but you need to know enough to set targets and lead a team.
Excellent analytical skills — fluent in GA4, Looker/Tableau, attribution platforms. SQL/BigQuery is a strong plus.
High ownership, strong bias for action, operational rigour. You run tight weekly cadences and don’t let things slip.
Comfortable working US hours from Mumbai on a sustained basis. Prior US team/stakeholder experience required.
Bonus Points
Scaled SEM at a B2B SaaS company from $10M → $100M+ ARR.
Built AI-driven SEM automation that delivered measurable efficiency gains.
Shipped a high-intent web tool that became a top-3 lead source.
Experience with international expansion (UK, AU, EU markets).
In-housed SEM from an agency or built a performance team from scratch.
Why This Role
Own the largest paid budget at Pepper, with direct accountability for US pipeline.
Build the AI-native performance playbook at a content + AI company that’s already deep in the AI stack.
Direct line to the Founder’s Office and US leadership. Clear path to Director / Head of Growth.
Front-row seat to GEO and the next era of search — at a company actually positioned to win it.
