Job Title

About the company: Cradlewise is a baby tech startup based out of San Francisco, Bangalore, and Pune. We create smart baby products designed to make parenting easier and enhance babies' lives. Our flagship product is a smart crib for babies aged 0 to 24 months. The crib comes with an integrated baby monitor that detects early wake-up signs, learns from the baby’s sleep patterns, and rocks the baby back to sleep with soothing music—just like a parent would! We are working to reimagine the baby nursery, making it smart, intuitive, and delightful. At Cradlewise, we’re passionate about our people, our customers, our values, and our culture! See how it works. Position summary: We’re looking for a Senior Performance Marketing Executive to own and scale our paid acquisition engine across Meta, Google, and emerging channels like Reddit, TikTok, and Amazon Ads. You’ll sit at the intersection of data, creative, and growth - running a hybrid model where you manage some channels hands-on while steering external agency partners on others. This is a high-impact, numbers-driven role. You’ll be responsible for hitting aggressive CAC and ROAS targets, designing and running experiments at speed, and translating performance data into actionable creative and audience strategies. You’ll work cross-functionally with our in-house creative team, growth team and data analysts to turn insights into revenue. If you love digging into ad accounts, building rigorous testing frameworks, and obsessing over incrementality - this role is for you. Primary roles and responsibilities: Paid Media Strategy & Execution Manage and evaluate agency partners executing on Meta Ads and Google Ads (Search, Shopping, PMax), with direct, hands-on control of accounts. Own end-to-end campaign management on Reddit, TikTok, YouTube and Amazon Ads, with direct, hands-on control of accounts. Plan, allocate, and manage monthly paid media budgets; provide weekly and monthly spend-vs-performance reporting to the Head of Growth & founding team. Experimentation & Optimization Design and run a rigorous experimentation roadmap: A/B testing ad creatives, creative testing, audiences, bidding strategies, landing pages, and funnel flows. Build and maintain a structured test log documenting hypotheses, results, statistical significance, and next actions. Drive Conversion Rate Optimization (CRO) on landing pages and site funnels in collaboration with the Growth Product Manager - using tools like VWO, Microsoft Clarity, and GA4. Data Analysis & Reporting Monitor and analyze key performance metrics daily: CAC, CPC, CPM, CTR, ROAS, conversion rates, and LTV. Build and maintain dashboards (Metabase, GA4, Mixpanel) that provide clear visibility into channel performance and attribution. Own attribution modeling and incrementality analysis to ensure spend is allocated to truly incremental channels and tactics. Conduct cohort analysis, geo-lift tests, and media mix modeling to inform budget allocation decisions. Cross-Functional Collaboration Brief the in-house creative team on performance-informed creative needs: which formats, hooks, and angles are working, and what to test next. Partner with the Growth Data Analyst to build data pipelines, refine attribution, and automate reporting. Collaborate with the Growth Team on full-funnel initiatives including email/SMS nurture (Klaviyo), referral programs, and lifecycle campaigns. Work with the Brand and Content teams to ensure paid creative is on-brand while maximizing performance. AI & Automation Leverage AI and LLM tools (ChatGPT, Claude, Gemini, etc.) to accelerate workflows - from generating ad copy variations and creative briefs to building audience hypotheses and summarizing performance data. Build and maintain AI-assisted automation for repetitive tasks: automated reporting, creative iteration pipelines, bid rule generation, and competitive monitoring. Stay current on AI-powered marketing tools and features within ad platforms (Meta Advantage+, Google PMax AI, AI-generated creatives) and evaluate when to adopt vs. override automated recommendations. Use AI coding assistants and no-code/low-code tools to prototype dashboards, scripts, and internal tools that speed up the team’s decision-making. Agency & Vendor Management Serve as the primary point of contact for external media buying agencies. Set clear briefs, review deliverables and conduct regular performance reviews. Evaluate new platforms, tools, and partners; make data-backed recommendations on when to bring channels in-house vs. outsource. Skills & Experience Platform Mastery: Deep, hands-on expertise with Meta Ads Manager and Google Ads (Search, Shopping, PMax, YouTube) - you’ve managed meaningful budgets and can navigate these platforms in your sleep. Performance Metrics Fluency: Strong command of CAC, CPC, CPM, CTR, ROAS, LTV, and marketing attribution models. You think in terms of incrementality, not vanity metrics. Experimentation Mindset: Proven track record of designing structured A/B tests and multivariate experiments with clear hypotheses, statistical rigor, and documented learnings. Analytical Toolkit: Proficient in GA4, Mixpanel, Metabase (or similar BI tools), Excel/Google Sheets. Comfortable working with SQL is a strong plus. Agency Management: Experience working with and managing external agencies — setting KPIs, reviewing performance, and holding partners accountable. AI & LLM Fluency: Comfort using AI/LLM tools (ChatGPT, Claude, Copilot, etc.) as a daily productivity multiplier - for copy generation, data summarization, creative ideation, and building lightweight automations. Cross-Functional Communication: Ability to translate data into creative briefs and collaborate effectively with designers, copywriters, growth PMs, and data analysts. CRO Sensibility: Familiarity with tools like VWO, Optimizely, Microsoft Clarity, or Hotjar to run landing page and funnel experiments. Basic Qualification Requirements 5-7 years of experience in performance marketing, paid media, or growth marketing roles. Ideally at a D2C or e-commerce brand. Bachelor’s degree in Marketing, Business, Engineering, or a related field. An MBA or advanced analytics certification is a plus. Demonstrated experience managing monthly paid media budgets of $1M+ across multiple channels. Strong portfolio of measurable impact: CAC reduction, ROAS improvement, conversion rate lifts, or successful new channel launches. Experience in the baby, parenting, health, or consumer electronics category is a bonus. What we are looking for in you: Experience with Amazon Ads, Reddit Ads or TikTok Ads. Working knowledge of SQL and comfort querying marketing datasets. Exposure to media mix modeling (MMM) or geo-lift testing frameworks. Familiarity with Klaviyo, Shopify, and the broader D2C tech stack. Experience with programmatic advertising or CTV/OTT channels. Hands-on experience building AI-powered workflows using tools like Zapier AI, Make, or custom LLM integrations for marketing automation. Success in This Role Looks Like: ROAS consistently at or above target with scale along with clear visibility into what’s driving it. A well-documented experimentation log with 3-5 tests running concurrently at any given time. Agency partners aligned on KPIs and delivering measurable, improving results quarter over quarter. Clean, real-time dashboards that the entire growth team relies on for decision-making. Creative briefs grounded in performance data that consistently produce winning ad variations. AI-powered automations in place that save the team 5+ hours/week on reporting, copy generation, or competitive monitoring. What We Offer: Fast professional growth and ownership of your projects. The chance to shape a brand that parents trust and love. Competitive salary and benefits. Location: This is a remote role. Quick Facts : INDUSTRY : Baby Tech - The Infant and childcare market is $136B every year. TYPE : Privately held, VC backed FOUNDED : 2019 FUNDING : $10M LEAD INVESTORS : CRV and Footwork LOCATION : Bangalore, Work from office. Follow us on LinkedIn. Sounds like a good fit for you? : Are you excited to work collaboratively with design, product, and engineering? Do you thrive in fast-paced, unstructured environments that require you to wear many hats and think on your feet? Are you an independent thinker, a fast learner, and you're hungry to be a part of a high-performing team? Come join us! Cradlewise is an equal opportunity employer and does not discriminate against otherwise qualified applicants on the basis of race, color, religion, national origin, ancestry, sex, age, mental or physical disability, pregnancy, sexual orientation, gender orientation or expression, marital status or veteran status, or any other legally protected characteristic under applicable federal or state law.