Performance Marketing Lead

Overview

Own paid acquisition across every channel and market on a multi-million-dollar monthly budget, with the goal of growing first-month and lifetime revenue at a target return on ad spend (ROAS) rather than clicks or signups.

What you'll do

• Own the monthly paid acquisition plan, splitting budget across Google (non-brand and brand), Meta, Bing, TikTok, programmatic, affiliates, and influencers, and across 30+ countries, based on where marginal ROAS is highest.
• Defend the plan each month against what actually happened.
• Run channels hands-on and through agencies, including Search, Performance Max and AI Max, Meta Advantage+ and value-based campaigns, app campaigns, and programmatic partners.
• Decide when to scale, cap, or cut channels.
• Hold affiliates and partners accountable, finding low-quality and incentivised traffic at the sub-publisher level.
• Reverse bad payouts and design commission structures that pay for real usage and renewals, not trial sign-ups.
• Measure channels on day-0, day-7, and day-30 revenue per signup, payback period, and repeat purchasing, using internal data rather than platform reports.
• Identify where ad platforms over-count and why.
• Own server-side conversion setup (Meta CAPI, Google enhanced and offline conversions), the conversion values sent for value-based bidding, and UTM and attribution standards.
• Notice quickly when an event breaks.
• Work with Growth Product and pricing on paywall, trial, pricing, and top-up offer changes, and tell traffic-quality problems apart from product problems.
• Run a creative and landing-page testing programme by market and language, including localised and creator-led ads.
• Build and lead the team of channel managers, analysts, and agencies.

What you'll need

• 7+ years in performance marketing, including 3+ years owning a budget of $1M+ a month across several channels and countries.
• Hands-on depth in Google Ads and Meta Ads: account structure, bidding strategies (tCPA, tROAS, value-based), budget pacing, and recognising when automated campaigns are buying cheap, low-intent traffic.
• Comfortable judging growth on LTV and ROAS in a subscription or usage-based business, including how free trials, discounts, and repeat purchases change what a conversion is worth.
• Strong SQL, able to query a warehouse such as BigQuery to build cohorts, break down changes by country and channel, and check platform-reported numbers.
• Experience managing affiliates or performance networks at scale (Impact, PartnerStack, or similar), including detecting fraud and incentivised traffic and enforcing payout terms.
• Solid grasp of attribution and measurement: server-side conversions, UTM hygiene, gaps between ad-platform and internal numbers, and designing holdout or geo tests.
• Able to explain a metric change by separating traffic mix, product change, and tracking error, and to write it up clearly for leadership.
• Experience leading people and agencies, setting their targets and holding them to them.

Nice to have

• Experience with a product-led AI, developer-tool, or SaaS product whose users discover it through search.
• Experience running localised acquisition in Europe (Italy, France, Germany, Spain) and/or high-volume, low-price markets (India, Brazil, Indonesia), including local payment and pricing differences.
• Python or notebook skills for budget-allocation models, response curves, or marketing mix modelling (MMM).
• Experience with newer channels: ChatGPT and AI-search ads, Reddit, YouTube, programmatic (StackAdapt, The Trade Desk), connected TV.
• Experience running influencer and creator programmes measured on revenue, not reach.
• Experience working closely with product and pricing teams on paywall, trial, and offer experiments.
• Experience building a performance marketing function from scratch at a fast-growing startup.

Details

• Location: Bangalore.