Performance Marketing Lead

Company Overview

Cura Care is a VC-funded startup focused on providing at-home skin care services. The company emphasizes expert-led care delivered directly to customers' homes, fostering a culture of growth and a strong focus on customer experience.

Job Summary

The Performance Marketing Lead will establish and lead the marketing function at Cura Care, focusing on performance marketing across various channels including Meta, Google, and influencer/affiliate marketing. This role requires hands-on expertise to drive customer acquisition profitably, working closely with the company's founder and progressively building and leading a marketing team as the business scales.

Responsibilities

• Own Meta and Google Spend: Develop and execute strategies for campaign structure, creative testing, and daily optimization, actively managing spending rather than simply overseeing an agency.
• Manage Funnel Metrics: Analyze and report on key business metrics such as Customer Acquisition Cost (CAC), cost per first booking, repeat rates, and Lifetime Value to Customer Acquisition Cost (LTV:CAC) ratios.
• Build Creative Testing Engine: Design a robust creative testing process by briefing, testing, assessing, and scaling effective campaigns, collaborating with freelancers until in-house capabilities are established.
• Conduct Influencer and Affiliate Experiments: Lead experimental initiatives targeting the skin and beauty categories.
• Establish Retention Strategies: Develop and implement retention strategies including WhatsApp journeys, rebooking nudges, and referral loops to enhance the likelihood of second bookings.
• Engage with Customers: Regularly communicate with customers through feedback sessions and service visits to gain insights into their journey and improve services.
• Collaborate with Founders: Work directly with the founder on pricing strategies, geographical expansion, and product development informed by funnel data.

Qualifications

• Experience: 2-4 years of hands-on experience in paid acquisition, managing accounts, budgets, and outcomes; agency experience is acceptable if accountable for accounts.
• Analytical Skills: Strong numerical proficiency to perform funnel analysis, defend CAC calculations, and provide actionable spending advice.
• Customer-Centric Mindset: An ability to engage with customers, integrating their feedback into campaign strategies.
• Comfort with Ambiguity: Capable of adapting budgets and strategies based on proven outcomes.
• Educational Background: Preferred candidates will have a degree from IIT or a comparable institution, demonstrating strong problem-solving abilities.
• Location: Candidates must be based in Bangalore or willing to relocate, as this role is based in the office (HSR Layout).

Preferred Skills

• Experience in skin or dermatological services.
• Background in services businesses with a focus on bookings rather than e-commerce carts.
• Familiarity with at-home services.
• Experience with female-first brands.

Experience

• 2-4 years of relevant experience in performance marketing or paid acquisition.

Environment

This role is office-based in HSR Layout, Bangalore, providing a dynamic startup environment with opportunities for close interactions with founding members and direct impacts on the business.

Salary

• Competitive salary along with Employee Stock Ownership Plans (ESOPs), specifics to be discussed on an individual basis.

Growth Opportunities

• Opportunity to build and lead the marketing team, taking a ground-floor role in a growing VC-funded startup.

Benefits

• Competitive salary, ESOPs, and direct impact on business direction leading to personal and career development.