About Lokal

In 2018, we began with a WhatsApp group with a simple hypothesis: people in tier-2/3 towns weren’t really using the internet meaningfully yet. We believed that if we started with local content in their own language, they’d come back every day; once there was a habit and trust, that same space could naturally grow into classifieds and, eventually, something they used for almost everything online.This spark became Lokal. Our first instinct was to put everything in one place & one app - local updates, classifieds, jobs, matrimony and more. It worked, till it stopped working. Users gave us the insight - when one use case outweighs the others, everything else seems like noise. We listened. Like how Craigslist quietly seeded a generation of focused companies & marketplaces, we began unbundling and verticalising.

Today, Lokal is a house of focused apps, many products, one mission:
to connect Tier-2/3+ India to the Knowledge, opportunities, tools and experts they’ve always deserved.We now operate dozens of live apps across categories like:

Edutainment & Skill Learning – practical skills and learning in regional languages (GyanTV)
Matrimonial Matchmaking – hyperlocal, compatibility-first partner search (Lokal Matrimony)
Agri Consulting – farmer-first advisory in local languages (AgriLokal)
Local Jobs – blue- and grey-collar opportunities close to home (Lokal Jobs, Sahi Jobs)
Social & Community – Place to find & post social updates (Lokal app)
Emotional Well-being & Peer Support – safe spaces to talk and feel heard (Dostt & Eaze)
Astrology & Guidance – instant access to trusted Astrologers via chat and voice (AstroLokal)
Advisory Services – early bets in legal help, financial guidance, career counselling, and more

Under the hood, Lokal is a discovery and access platform: local-language internet + deep Bharat insight+ AI. When someone opens a product we’ve built, they don’t wade through clutter; they get a straight line to what they came for.This is the story new teammates walk into:
a company that started as a whatsapp group, became a family of focused apps, and kept one belief at the centre — access changes lives.We ship fast. We learn fast. We build for Bharat.We are backed by leading global and domestic investors including Y Combinator, Sony, Global Brain, India Quotient, and 3one4 Capital

About the Role:

We are looking for a hands-on Performance Marketing Specialist who can manage end-to-end digital marketing activities, from planning and executing paid campaigns to developing creative concepts, writing ad copies, and tracking campaign performance.

This is a high-ownership role where you will be responsible for driving measurable business results through performance marketing campaigns, creative experimentation, and continuous optimization. Training and guidance will be provided by the leadership team.

Key Responsibilities:

• Research target audiences, markets, and competitors for each app to identify opportunities and develop effective advertising strategies.
• Conceptualize and write compelling ad copies, hooks, scripts, and creative briefs that drive app downloads, user acquisition, and first-time purchases.
• Plan, execute, and optimize paid advertising campaigns across Google Ads and  Meta Ads.
• Develop and test multiple creative variations per campaign, targeting approximately 80–100 creative variants per week.
• Plan and execute A/B tests across creatives, audiences, ad copies, and campaign formats to improve performance.
• Monitor campaign performance and analyze key metrics such as CAC, ROAS, CPI, CTR, CPC, and conversions.
• Identify performance trends, derive actionable insights, and continuously optimize campaigns to achieve business objectives.
• Understand regional market preferences and ensure that advertising creatives and messaging resonate with local audiences.
• Track campaign performance across different markets and recommend strategies to scale successful campaigns.
  

Must-Have Requirements:

• 3–5 years of experience in Performance Marketing
• Hands-on experience in planning, executing, and managing campaigns across Google Ads and Meta Ads 
• Proficiency in understanding performance marketing metrics such as CAC, ROAS, CPI, CTR, CPC, and conversion rates.
• Experience working closely with designers, video editors, and creative teams.
• Understanding of A/B testing, creative experimentation, and campaign optimization.
• Strong analytical skills and a data-driven approach to decision-making.
• Ability to manage multiple campaigns and deliver creative variations within tight timelines.
• Experience in app marketing, mobile user acquisition, or D2C/B2C businesses.
  

Good to Have Requirements:

• Proficiency in English and regional languages.
• Understanding of different regional markets and consumer behavior.

What We Offer

• End-to-end ownership of performance marketing activities.
• Training and mentorship from experienced leadership.
• Opportunities to work on multiple apps and diverse markets.
• A high learning curve with direct business impact.
• Performance-driven career growth opportunities.

Why Join Us?

• Directly contribute to business growth through paid marketing campaigns and creative experiments.
• Own the complete performance marketing cycle, from ideation and execution to analysis and optimization.
• Experiment with new strategies, learn quickly, and scale successful campaigns.
• Work closely with leadership with high visibility and opportunities to make a measurable impact.