About This Role
We're looking for a Performance Marketing operator who understands two things: our 45+ audience doesn't behave like typical digital consumers, and win-backs are far more profitable than cold acquisition for a bootstrapped business.

You'll own the entire performance funnel - Meta/Google ads → WhatsApp nurture → trial conversion → paid customer. A significant amount of your focus will be on the goldmine: remarketing to our 30–40 lakh people who took the 14-day free trial but never came back.

This isn't just about scaling massive budgets or building complex attribution systems. It’s about methodically improving conversion rates on proven audiences while staying true to our mission-driven brand voice.

Why This Matters

• Performance as a Channel: Meta/Google ads have not yet been explored to their full potential and can become a strong channel for direct acquisition while supporting other marketing initiatives.

• The Win-Back Opportunity: We have a significant database of people who already know us, tried our content, but never converted to paid. These aren't cold prospects—they're warm leads who need the right nudge at the right time.

• Understanding Our Audience: 45+ users consume differently. They prefer WhatsApp over fancy landing pages, trust testimonials over flashy creatives, and need clear value propositions without health miracle claims. Most performance marketers optimize for 25-year-olds and wonder why campaigns fail.

• Bootstrap Reality: We're profitable and referral-driven. Performance marketing amplifies what works rather than becoming our primary growth engine. You'll optimize for sustainable CAC, not vanity metrics.

Reporting Structure
Reports to: Trishala (Co-founder) / Marketing Head
Weekly check-ins with founders on performance metrics
Monthly strategy reviews with the growth team

What Success Looks Like

• Cost Efficiency: Maintain efficient CAC while improving lead quality.

• Channel Optimization: CTWA campaigns for retargeting and optimized standard landing page funnels.

• Win-Back Performance: Significantly improve the trial-to-paid conversion rate for lapsed users within 90 days.

• Compliance: Zero policy violations on health claims or WhatsApp messaging.

Your Responsibilities

Performance Campaign Execution

• Prospecting vs Retargeting: Use Click-to-Website (CTW) as the primary motion for prospecting new audiences; use Click-to-WhatsApp (CTWA) mainly for retargeting/mid-funnel nurture.

• Run Meta/Google campaigns focused on trial conversion rather than vanity signups.

• Test creatives that resonate with the 45+ demographic (clear captions, trust signals, real testimonials).

• Partner with Product on Free → Paid conversion: you supply quality traffic and timely nudges; Product owns conversion mechanics (site/app).

Win-Back Campaign Management

• Build and optimize remarketing sequences for lapsed trial users.

• Create WhatsApp nurture flows that feel personal, not spammy.

• A/B test messaging, timing, and incentives for different cohorts.

• Segment audiences by trial completion, engagement level, and demographics.

Attribution, Measurement & Reporting (with BI)

• Build the measurement rail tracks end-to-end: tagging/UTMs, pixels/CAPI, GA4 events, and simple source-of-truth dashboards.

• Keep the stack current; add missing tools/glue as needed.

• Publish weekly readouts: what we shipped, what moved, and what to scale/stop next.

• Identify which remarketing segments are most profitable; hold yourself accountable to lead-quality proxies (attendance/engagement of leads you generate).

Your First 60 Days
Month 1: Audit existing lapsed user segments, optimize current campaigns with a roadmap to scale, set up proper tracking, and launch first win-back campaigns.

Month 2: Optimize based on early results, expand to new audience segments, and improve WhatsApp templates.

You'll Be Great at This If You...

• Have 4–7 years of performance marketing experience with Meta/Google platforms.

• Understand WhatsApp Business API, CTWA campaigns, and messaging compliance.

• Have worked with older demographics (35+ audiences) and understand their behavior patterns.

• Can work independently while communicating results clearly to non-technical stakeholders.

• Are comfortable with bootstrap constraints—finding creative solutions instead of throwing money at problems.

• Have experience with subscription or course business models (preferred).

• Are comfortable hiring and building a small team as the function scales.

Key Result Areas (KRAs)

Cost Per Acquisition

• Target: Maintain efficient CAC within the target range.

• Measurement: Weekly campaign reporting.

Lead Quality (Cohorts)

• Target: Attendance % and conversion % tracked and improving for PMM-sourced cohorts.

• Measurement: Weekly cohort readouts.

Win-Back Conversion Rate

• Target: Significant improvement in trial-to-paid conversion for lapsed users.

• Measurement: Monthly cohort analysis.

Prospecting & Retargeting Mix

• Target: CTW-led prospecting with CTWA retargeting support, with documented rationale.

• Measurement: Monthly media plan and post-mortems.

Brand & Compliance

• Target: Operate within the brand manifesto; zero policy violations; WhatsApp delivery health maintained.

• Measurement: Platform health + QA.

Platform Access

• Meta Ads Manager & Business Suite

• Google Ads & Analytics

• WhatsApp Business API integration

• Internal CRM & tracking systems

Access & Enablement
Provision ad accounts, pixels/CAPI, CRM/WATI, and WhatsApp templates with Tech/Ops; PMM owns day-to-day hygiene and documentation.

Budget Responsibility

• Manage performance marketing budget allocation in line with a prospecting-first strategy.

• Use CTWA to support retargeting.