Performance Marketing & Automation Manager (AI Growth)

Job Title: Performance Marketing Manager

Location: Mumbai, On-site

Experience: 4-6 years (Experience in D2C background preferred)

Employment Type: Full-Time

About SFL:

SFL is a leading multi-sport academy network offering professional coaching across Football, Tennis, Chess, and more. We combine elite infrastructure, certified coaching, and a digital-first approach to help children grow through sport. As we expand our digital footprint, we are looking for an SEO/ASO Executive to strengthen our visibility and organic reach across web and app platforms.

Role Overview:

We are looking for a performance marketer who can also build the automation and AI layer that turns paid traffic into qualified, converting customers. You will own paid acquisition end to end and build the AI agents and automations that scale follow-up and conversion without adding headcount.

This is a dual role. It requires genuine strength in media buying and hands-on ability to build automations and AI agents — someone comfortable inside an ad account and inside a workflow builder at the same time.

Key Responsibilities:

Performance Marketing

• Plan, launch, and scale campaigns across both Meta and Google — across lead generation and e-commerce / D2C objectives.
• Own the core numbers: CAC, cost-per-lead / cost-per-qualified-lead, ROAS, and conversion — not just CPL and impressions.
• Run structured creative testing (hooks, formats, angles), and give clear, constructive feedback on content and creative to raise its performance.
• Manage budgets across campaigns and platforms, reallocating toward what actually converts.
• Implement and maintain tracking — Pixel, Conversions API (CAPI), and event setup — so accounts optimise on real signal .

AI Automation & Agents

• Build and implement automations using tools like ManyChat (and equivalents) — qualification, nurture, drop-off recovery, and booking flows.
• Create and deploy AI agents — chat qualification bots and/or AI voice-calling agents — for follow-up and conversion.
• Write and refine prompts and knowledge bases that make these agents genuinely useful, not robotic.
• Wire tools together — ads → CRM → messaging → booking / checkout — using no-code / low-code automation (Make, n8n, Zapier) and basic API / webhook logic.

Analytics & Growth

• Run detailed performance analysis across campaigns and funnel stages — diagnose where spend and leads leak, and fix the biggest leak first.
• Report on outcomes, not vanity metrics. Every campaign and automation must map to a KPI.

 

Required Qualifications:

• 4–6 years in performance marketing, with experience across both lead generation and e-commerce / D2C. D2C experience preferred.
• Has scaled campaigns on both Meta and Google — not just one platform.
• Has personally implemented Pixel, CAPI, and event tracking — not just briefed someone else to do it.
• Has implemented automations using ManyChat or similar tools in a live environment.
• Has built AI agents and automation workflows — with examples you can walk us through.
• Has handled ad spends of ₹1 crore+ per annum (minimum) with accountability for results.
• Strong analytical skills — capable of detailed, independent performance analysis in spreadsheets; thinks in CAC / LTV / conversion rate.
• Able to give clear, useful feedback on content and creative.

Nice to Have:

• Experience with AI voice-calling agents (Bolna, Ringg, or similar).
• Prompt engineering / building LLM-driven workflows.
• Exposure to CRM systems (LeadSquared, HubSpot, or similar).
• Basic SQL or scripting for data pulls.

How we will Evaluate You:

• Portfolio walkthrough: One performance campaign you scaled (Meta and Google), and one automation / AI agent you built. Real numbers, real screens.
• Practical task: Diagnose a leaking funnel and propose the fix or design an automation flow for a given scenario.
• Ownership mindset: You optimise for qualified and converted outcomes, not clicks.

 

What We Offer:

• A fast-paced, sports-driven work culture.
• Opportunity to directly impact the digital growth of a rising sports-tech brand.
• An opportunity to work at the intersection of sports, education, and impact .
• A collaborative and entrepreneurial environment that values innovation.
• Competitive salary and performance-based incentives.
• Opportunities for professional growth and learning.

Sports For Life (SFL) is an Equal Opportunity Employer and is committed to conduct an objective recruitment process based on the requirements and merit of the candidates. It is against the policy to reject any candidate based on their gender, caste, race, sex, disability, colour, religion, creed or sexual orientation.

SFL has a zero-tolerance policy against any form of child abuse and harassment.