Performance Marketing

Resume Screening Criteria — Performance Marketing Manager

Relevant Experience

What to look for

4–8 years in

Performance Marketing

Paid Acquisition

Growth Marketing

Demand Generation

Reject if

Brand marketing-only profile

Organic/social-only experience

Paid Ads Expertise

What to look for

Hands-on experience with

Google Ads

Meta Ads

LinkedIn Ads

YouTube Ads

Strong signal

Managed multi-channel paid acquisition

Reject if

Limited platform exposure

Budget & ROI Ownership

What to look for

Managed ₹10L+/month ad budgets

Owned CAC/CPL/ROAS metrics

Strong signal

Delivered measurable pipeline/revenue growth

Reject if

No budget ownership

No performance metrics visibility

Funnel & Conversion Optimization

What to look for

Experience with

landing pages

CRO

A/B testing

funnel optimization

retargeting

Strong signal

Improved conversion rates/demo bookings

Reject if

Traffic-focused marketer only

Analytics & Tracking

What to look for

Strong expertise in

GA4

GTM

Looker Studio

attribution tracking

funnel analytics

Strong signal

Built dashboards/reporting systems

Reject if

Weak analytics capability

Copywriting & Messaging

What to look for

Ad copywriting

conversion-focused messaging

campaign positioning

Strong signal

High-performing ad creatives/campaigns

Reject if

No messaging/copy involvement

B2B SaaS / Lead Gen Exposure

What to look for

B2B SaaS/startup experience

Lead generation/pipeline-focused campaigns

Strong signal

Worked on SQL/demo-driven funnels

Reject if

Only ecommerce/D2C background

Experimentation Mindset

What to look for

A/B testing culture

experimentation frameworks

growth testing

Strong signal

Data-driven optimization approach

Reject if

No testing/optimization mindset

Ownership Signals

Strong indicators

Reduced CAC/CPL

Improved ROAS/conversions

Scaled paid campaigns

Increased SQL/demo volume

Built high-converting funnels

Improved attribution/reporting

Weak indicators

Managed ads

Supported campaigns

Coordinated with agencies

Quick Rejection Rules

Reject if

No Google/Meta/LinkedIn Ads expertise

No budget ownership

No analytics/tracking capability

No funnel/CRO exposure

No measurable business impact

Brand marketing-heavy profile

Resume Scoring Framework (/100)

Relevant experience — /10

Paid ads expertise — /20

Budget & ROI ownership — /15

Funnel & CRO optimization — /15

Analytics & attribution — /15

B2B SaaS/lead gen exposure — /10

Copywriting & messaging — /5

Experimentation mindset — /5

Cross-functional collaboration — /2.5

Ownership & outcomes — /2.5

Cutoffs

80+ → Strong shortlist

70–79 → Good shortlist

Below 70 → Reject

Strong Resume Keywords

Google Ads

Meta Ads

LinkedIn Ads

CAC optimization

CPL reduction

ROAS

funnel optimization

CRO

A/B testing

GA4

GTM

attribution tracking

B2B lead generation

Red Flags

brand marketing only

no paid ads ownership

no analytics/tracking exposure

no CRO/funnel optimization

no revenue/pipeline impact

agency coordination-only role

Final Ideal Screening Summary

The ideal Performance Marketing Manager is

Deeply analytical and performance-driven

Strong in multi-channel paid acquisition and funnel optimization

Experienced in B2B SaaS lead generation and revenue growth

Comfortable managing budgets, attribution, and CRO experiments

Focused on measurable business outcomes like CAC, SQLs, demos, and ROAS