We are a UK-based multi-entity business with operations across the UK, India, and Europe. We are looking for a hands-on B2B Performance Marketing & CRO Lead to take ownership of our paid acquisition and website performance.
This role can be based in our Kolkata office or our Ahmedabad factory office, with a hybrid working model available.
We manage a portfolio of B2B websites across WordPress (lead generation) and Shopify, targeting international markets. This is a high-impact role where you will be responsible for driving qualified leads, pipeline growth, and revenue.
This is not a campaign execution role—you will own strategy, performance, and results.
Role Overview
We are looking for a highly analytical, results-focused marketer who understands that:
Traffic and clicks are secondary — qualified leads and revenue are the priority.
You will:
- Own Google Ads strategy and execution
- Improve conversion rates across websites
- Ensure accurate tracking and attribution
- Work closely with sales and CRM systems
- Collaborate with our AI team to improve performance and efficiency
Key Responsibilities
Google Ads Strategy & Execution (Primary Focus)
- Own end-to-end management of Google Ads (Search, PMax, Shopping where relevant)
- Build high-intent keyword strategies focused on commercial and transactional queries
- Continuously optimise campaigns (search terms, negatives, bidding strategies, ad copy)
- Leverage SEMrush to perform deep competitor ad analysis, identify keyword gaps, and monitor competitor bidding strategies to maintain a competitive advantage.
- Manage budgets to achieve target CPL, CPA, and ROI
- Focus on lead quality, not just volume
Full-Funnel & Remarketing Strategy
- Develop multi-stage acquisition strategies across the funnel
- Build and manage remarketing audiences (site visitors, engaged users, CRM data)
- Implement sequential messaging to convert users over longer B2B sales cycles
Conversion Rate Optimisation (CRO) & UX Ownership
- Take full ownership of landing page performance
- Identify drop-offs and friction using GA4 and tools like Clarity/Hotjar
- Design and execute A/B tests (headlines, layouts, CTAs, forms)
- Create or wireframe high-converting landing pages independently
- Improve both:
- Lead-gen funnels (WordPress)
- Conversion journeys (Shopify)
Lead Quality & Sales Alignment
- Work closely with sales teams to define and improve lead quality (MQL → SQL)
- Optimise campaigns based on actual conversion outcomes, not just lead volume
- Continuously refine targeting, messaging, and funnel based on feedback
Budget Ownership & Scaling
- Own and manage advertising budgets across campaigns
- Make data-driven decisions on:
- Scaling high-performing campaigns
- Reducing or stopping underperforming ones
- Allocate budgets based on ROI and pipeline contribution
Analytics, Attribution & CRM Integration
- Own tracking setup across GA4 and Google Tag Manager (GTM)
- Implement and manage:
- Conversion tracking
- UTM frameworks
- Offline conversion tracking
- Ensure clear attribution from first click to closed deal
- Work with Pipedrive (current) and support transition to Odoo CRM
Competitor & Market Analysis
- Monitor competitor activity across paid channels
- Identify gaps in targeting, messaging, and positioning
- Adapt strategy based on real-time insights
Collaboration with AI Team
- Work alongside our AI team to:
- Improve campaign optimisation
- Scale testing and experimentation
- Enhance reporting and insights
- Use AI as a tool to improve efficiency and performance—not as a substitute for strategy
Required Experience & Skills (Strict)
- 5+ years in B2B Performance Marketing
- Proven experience managing Google Ads campaigns with measurable results
- Strong track record of improving:
- Cost per lead (CPL)
- Conversion rates
- Lead quality and pipeline contribution
- Deep understanding of:
- Conversion funnels
- User behaviour and intent
- Hands-on experience with: GA4, Google Tag Manager, SEMrush and tracking frameworks
- Ability to work independently and take full ownership of performance
Advantageous Skills
- Experience with Pipedrive, Odoo, or similar CRM systems
- Familiarity with Looker Studio or advanced Excel/Sheets analysis
- Graphic design skills (Canva, Figma, Adobe) for ad creatives and landing pages
- Experience working with international markets (UK/Europe)
- Exposure to LinkedIn Ads (for future scaling)
What Success Looks Like (KPIs)
- Reduced Cost Per Lead (CPL) with improved lead quality
- Increased conversion rates across landing pages
- Measurable contribution to pipeline and revenue
- Clear and reliable attribution from campaigns to deals
- Consistent performance improvement through testing and optimisation
Important
We follow ethical, sustainable marketing practices.
We do not use misleading ads, shortcuts, or tactics that compromise brand trust.
How to Apply
Please include:
- A campaign you personally managed, including:
- Budget
- CPL/CPA
- Conversion rate improvements
- An example where you improved lead quality (not just lead volume)
- A short explanation of how you use data or AI to improve performance
Applications without measurable results will not be considered. We are not looking to engage any marketing agencies.
Pay: ₹50,000.00 - ₹150,000.00 per month
Benefits:
- Paid time off
- Work from home
Application Question(s):
- What is your current CTC and expected CTC ?
- You are generating a high volume of leads at a low Cost-Per-Lead (CPL), but the Sales team reports that the leads are "low quality" and not converting to deals in Odoo/Pipedrive. List the first 3 technical steps you would take in Google Ads/SEMrush to fix this.
- Explain how you have used SEMrush specifically for Competitor Research in a previous paid campaign. What was the specific insight you found, and how did it change your strategy?
- Describe a specific A/B test you ran on a landing page. What was the hypothesis, what did you change, and what was the impact on the Conversion Rate?
- Explain how you ensure that a conversion is correctly tracked from the initial Google click through to the CRM (Odoo/Pipedrive). Additionally, give one brief example of how you use AI to improve your performance analysis.
Experience:
- B2B (Business-to-Business) Performance Marketing: 5 years (Preferred)
Work Location: Hybrid remote in Rajarhat Gopalpur, West Bengal
