Director of Performance Marketing

To manage, execute, and optimize Performance Marketing & CRM strategies for HungerStation. Own the channel mix strategy to maximize ROI and manage performance marketing budgets, ensuring optimal allocation across channels , & lifecycle campaigns, to drive customer acquisitions & engagement.

Responsibilities:

1. CRM Strategy & Lifecycle Management

Lifecycle Campaign Development : Design and implement customer lifecycle campaigns (onboarding, retention, reactivation, churn prevention) across multiple channels.

Segmentation & Personalization : Utilize customer data to create targeted segments and deliver personalized messaging that drives loyalty and satisfaction.

A/B Testing : Conduct A/B tests on various campaign elements to identify the most effective strategies.

Performance Analysis : Monitor and analyze CRM campaign performance metrics, preparing insightful reports and recommending improvements to enhance engagement and ROI.

2. Braze Platform Expertise

Campaign Execution : Implement end-to-end CRM campaigns using Braze, including emails, push notifications, and in-app messages.

Automation & Workflows : Develop and manage automated workflows and customer journeys within Braze.

Technical Proficiency : Strong skills in managing automated workflows, customer data, and segmentation within Braze.

Platform Management : Leverage Braze's features to optimize campaign performance continually.

3. Data Analysis & Reporting

KPI Monitoring : Track key performance indicators such as open rates, click-through rates, and conversion rates.

Insights Generation : Utilize advanced analytics to gain insights into customer behavior and identify opportunities for engagement and conversion.

Reporting : Produce regular reports on CRM performance, providing insights to the executive team and recommending actionable improvements.

4. Cross-Functional Collaboration

Stakeholder Communication : Collaborate with marketing, product, and customer support teams to align CRM strategies with overall company objectives.

Incident Management Communications : Collaborate with customer support and operations teams to manage communications during incidents, ensuring clear and timely delivery of information.

Campaign Planning : Work closely with operations, customer support, and technical teams to ensure the CRM system supports all business needs.

5. Technical Skills

HTML/CSS & Liquid : Familiarity with HTML/CSS for email templates and Liquid for dynamic content personalization.

SQL & Data Management : Basic knowledge of SQL or coding for data extraction and analysis.

API Integrations : Experience with CRM and campaign management tools like Braze, Salesforce, and more.

Strategy & Planning

• Develop and execute the overall performance marketing strategy aligned with business growth objectives.
• Own the channel mix strategy (paid search, social, affiliates, display, influencer, partnerships, etc.) to maximize ROI.
• Define and manage performance marketing budgets, ensuring optimal allocation across channels.
• Set performance KPIs (CAC, ROAS, LTV, conversion rate) and track against targets.
• Conduct competitive benchmarking and market analysis to identify growth opportunities.

Channel Management

• Oversee daily execution of paid media campaigns (search, social, programmatic, affiliates, influencer, CRM, and emerging channels).
• Optimize campaigns for customer acquisition, retention, and reactivation.
• Manage relationships with external partners (agencies, affiliates, ad networks, media platforms).
• Explore and test new acquisition channels to diversify traffic sources.
• Ensure cross-channel synergy to avoid overlap and maximize efficiency.

Performance Optimization & Analytics

• Lead continuous testing (A/B, multivariate, creative, audience targeting, bidding strategies).
• Monitor, analyze, and report on performance metrics to identify growth levers.
• Use advanced analytics to optimize funnel efficiency (from impressions to conversion).
• Apply attribution modeling and incrementality testing to assess true channel impact.
• Translate insights into actionable recommendations for business leadership.

Leadership & Team Management

• Lead and develop a team of performance marketers, analysts, and channel specialists.
• Foster a culture of experimentation, data-driven decision-making, and innovation.
• Provide training, mentorship, and career development support for team members.
• Align cross-functional teams (Brand, Product, Finance, Data Science, and CRM) to ensure integrated marketing efforts.

Technology & Tools

• Oversee adoption and optimization of marketing tech stack (ad platforms, DSPs, analytics tools, tracking solutions, CRM, CDPs).
• Ensure accurate tracking and measurement via pixels, tags, and data integrations.
• Drive automation initiatives in campaign management and reporting.
• Stay updated on emerging MarTech and AdTech innovations for competitive advantage

Strategy & Planning

• Contribute to the development and execution of the Division’s ABCs and OKRs, while ensuring alignment with other Functions' heads.
• Make critical decisions that support the Division's strategic and tactical direction.
• Establish the plans for the respective functions/teams and provide inputs that support the Division’s goals and objectives.
• Distribute tactical responsibilities effectively to potential leaders in the Division, to improve the succession readiness of the organization over time.
• Measure and track relevant OKRs and metrics to ensure the achievement of goals and take corrective actions when necessary.

Governance and Resilience

• Follow all relevant policies, procedures, and processes for the daily work to be carried out in a controlled and consistent manner.
• Contribute to the identification of opportunities for continuous improvement of processes and practices to enhance effectiveness.
• Uphold a high-performance working environment and promote HS’s Values.

People Management

• Set performance objectives, provide necessary support, evaluate direct reports, and provide regular feedback on performance.
• Participate in the identification and recruitment of key talents for the function.
• Provide clear direction, prioritize tasks, assign and delegate responsibility, and monitor the workflow.
• Provide opportunities for team members to suggest, participate in, and contribute to improvement, innovation, and knowledge-sharing initiatives.

Budget Management

• Manage and own the budgeting cycle and provide input to the budgeting process.
• Ensure effective utilization of the function's budget, and report accurately on progress and challenges.
• Investigate and propose implementing strategies that result in a positive financial impact for HS.
• Manage the reporting departments effectively within budget, and report accurately on progress made and challenges encountered.
• Formulate strategies that result in a positive financial impact for HS and aim to mitigate financial and operational risks.

Qualifications:

• Bachelor’s Degree – Typically in Marketing, Business Administration, Data Science, or a related field.
• Postgraduate/MBA (Preferred) – Especially valuable if focused on digital marketing or customer strategy.
• CRM Platform Certifications – Braze-certified or other marketing automation tools (Salesforce Marketing Cloud, Iterable, etc.).
• Analytics Courses – Education or certifications in data analytics (e.g., Google Analytics, SQL, or Tableau) are beneficial.
• Marketing Strategy Coursework – Understanding of brand, performance marketing, and customer journey mapping.
• 10-12 Years in Performance Marketing and/or CRM – preferably within a tech, app, or e-commerce/food delivery company
• Hands-On with Braze – At least 3-5 years of daily use with Braze for setting up campaigns, segments, and automations
• Campaign Execution at Scale – Led large-scale, multi-segment CRM campaigns across millions of users with measurable business impact.
• Cross-Functional Collaboration – Worked closely with product, analytics, support, and tech teams to align CRM with broader business goals.
• Team Management – Experience managing a CRM/retention team, including analysts, marketers, or lifecycle specialists