Performance Marketing Executive

Company Description

At Adila Jewels, our passion lies in creating affordable luxury that doesnt compromise on beauty or values. Our core collection celebrates the brilliance of moissanitecrafted in sterling silver and designed to dazzle with timeless elegance. Alongside this, we offer lab-grown diamond jewellery as well set with eco-friendly diamonds, providing a sustainable option for those who love traditional gold with a modern conscience.

Every design blends the mystical allure of ancient art and architecture with cutting-edge technology, resulting in jewellery that is both soulful and contemporary. With every creation, our mission remains simple: to make fine jewellery that is ethical, accessible, and unforgettablepieces that adorn while respecting the planet we all share.

Role Description:

Head Performance Marketing is responsible forleading the paid marketing function, owning

the performance marketing P&L, managingSEO and website optimisation, and driving

profitable growth for Adila Jewels throughMeta, Google, and other digital channels. The role

requires a strong understanding of luxuryconsumer behaviour and experience in launching

and scaling premium products.

Primary Responsibilities

Own the performance marketing P&L, ensuring efficient spends, target ROAS, and

profitable customer acquisition

Define overall paid marketing strategy across prospecting, remarketing, retention,

and upsell campaigns

Lead SEO strategy and website optimisation to drive organic traffic and conversion

rate improvements

Plan and execute launch and growth campaigns for new luxury collections and high-

ticket products

Build and coordinate with internal teams and external partners to execute

performance plans

Key Responsibilities

Strategy & Planning

Define budget allocation across platforms (Meta, Google, others) with clear ROI

expectations

Design full-funnel strategies tailored to luxury buyers (awareness, desirability, social

proof, conversion)

Work closely with founders and leadership on forecasting, scenario planning, and

scaling decisions

Campaign Management & Optimisation

Oversee setup and optimisation of campaigns on Meta Ads Manager, Google Ads, and

other platforms

Review daily and weekly performance, giving clear directions on budgets, bids,

creatives, and audiences to hit ROAS and CPA targets

Drive continuous testing on creatives, offers, landing pages, and audience

combinations

Ensure tracking and attribution (pixel, conversions API, UTM, GA) are accurate and

reliable

SEO & Website Management

Develop and execute SEO strategy includingkeyword research, on-page optimisation,

technical SEO, and link building

Monitor website performance, page speed, mobile responsiveness, and user

experience

Optimise product pages, category pages, and content for search visibility and

conversions

Coordinate with development team on website improvements, A/B tests, and

conversion rate optimisation

Track organic search rankings, traffic, and conversion metrics with regular reporting

Manage website content updates, product launches, and seasonal campaign landing

pages

Luxury Positioning & Launches

Plan and execute go-to-market strategies for newpremium and luxury product

launches

Develop paid campaigns that highlight craftsmanship, materials, storytelling, and

exclusivity

Coordinate with brand and content teams to ensure ad messaging and creatives align

with luxury positioning

Leverage remarking, lookalike audiences, and high-intent segments to grow a loyal

premium customer base

Team Collaboration & Processes

Work closely with creative, organic social, and operations teams

Build and refine standard operating routines for campaign reviews, approvals,

creative briefs, and performance check-ins

Mentor junior marketers or external partners on performance best practices and

data-driven decision-making

Reporting & Business Impact

Create structured weekly and monthly P&L-oriented performance reports (spends,

revenue, ROAS, CAC, margins)

Present insights, strategic recommendations, and action plans to management

Track customer cohorts (new vs returning, AOV brackets, luxury collections) and

optimise for lifetime value

Maintain a repository of experiments, learnings, and winning playbooks

Requirements & Qualifications

23 years of hands-on experience in performance marketing, preferably in D2C,

ecommerce, or consumer brands

Prior experience in marketing, launching, or scaling luxury or premium products

(jewelry, fashion, beauty, lifestyle)

Strong grasp of Meta Ads and Google Ads, with comfort in reading dashboards,

metrics, and analytics tools

Working knowledge of SEO principles, Google Analytics, Search Console, and website

optimisation

Ability to think both strategically (P&L, growth roadmap) and operationally (daily

optimisation, experiments)

Comfort working in a fast-paced, founder-led environment and taking ownership of

outcomes

Key Metrics

Overall and channel-wise ROAS

CAC and payback period for new customers

Revenue and orders from paid channels vs targets

Organic traffic growth and keyword rankings

Website conversion rate and page performance metrics

AOV and luxury collection performance from paid campaigns

Split performance by prospecting vs remarketing and creative-level results