Performance Marketing Lead Meta Ads

About Mitwa AI

Mitwa AI is an India-founded technology company building Bloom an on-device, privacy-first AI companion for self-reflection and wellness. Bloom runs entirely on the user's device, holds no user data in the cloud, and is sold as a one-time lifetime purchase rather than a subscription. We are a lean, founder-led team currently in beta, growing first in India and the Middle East with a near-term expansion into the United States. People who join us own their domains end to end.

Role Overview

We are hiring one person to build and run our entire Meta Ads function from zero and take full ownership of its performance. There is no existing account to inherit and no fixed playbook to follow — you will architect the channel, build the technical foundation, run the buying, direct the creative, and own the reporting. As the function scales, adjacent paid channels such as Apple Search Ads fall within your remit.

The defining requirement is ownership. You will be personally accountable for the channel's results and are expected to operate with the autonomy and judgement of someone running their own business unit. Two realities shape this role: Bloom earns revenue once per customer with no subscription to recover costs over time, so acquisition must be genuinely profitable per unit; and Bloom is a privacy-first product, so you will run a high-performing channel within deliberately privacy-respecting measurement constraints. The right person treats both as an interesting challenge rather than a limitation.

Key Responsibilities

Channel ownership

• Own the outcome. Build the Meta Ads function from the ground up and be personally accountable for its performance against agreed acquisition targets.

• Set the strategy. Set and execute the channel strategy — account architecture, audience approach, testing framework, and scaling decisions — without day-to-day direction.

• Technical setup and measurement

• Build the plumbing. Independently stand up the full stack: Business Manager, ad accounts, asset and permission structure, Pixel, Conversions API, app-event tracking via the Meta SDK and a mobile measurement partner (AppsFlyer / Adjust), and iOS measurement through SKAdNetwork / Aggregated Event Measurement, reconciled with our RevenueCat purchase data.

• Measure honestly. Run a high-performing channel within privacy-respecting, aggregate measurement — comfortable optimising without user-level data — and reconcile platform-reported numbers against actual installs and purchases.

Media buying and optimisation

• Run the buying. Manage budgets, bids, scaling, and pruning daily, with a relentless focus on keeping customer acquisition cost profitable against a fixed, one-time price point.

• Test and iterate. Design and run a continuous testing programme across audiences, placements, and offers so each cycle compounds the last.

Creative direction

• Drive the creative. Brief, test, and iterate on static and video / UGC creative for a wellness audience, building a repeatable creative-testing loop — while navigating Meta's policies for health and sensitive categories.

Team and external partners

• Build the team. As the channel scales, hire, build, and lead a small performance-marketing team — setting the direction, standards, and accountability for everyone you bring on.

• Manage partners. Source, negotiate, and manage external relationships — agencies, freelancers, and creative vendors — holding them to clear scopes, budgets, and performance.

Reporting and collaboration

• Close the loop. Report performance, learnings, and forecasts clearly to the founder, and feed audience and creative insight back into product, App Store optimisation, and go-to-market planning.

Required Qualifications

• Demonstrable experience taking a Meta Ads channel from little or nothing to meaningful, profitable scale, with concrete results you can speak to.

• Strong hands-on technical capability: able to set up Conversions API, the Meta SDK, MMP integration, and post-ATT iOS measurement without engineering support.

• A proven track record against CAC / ROAS targets and the analytical rigour to separate real performance from vanity metrics.

• Comfort operating under privacy-constrained, aggregate attribution rather than granular user-level tracking.

• Genuine creative judgement — able to brief and evaluate ad creative, not only manage spreadsheets.

• A self-directed, accountable operating style suited to an early-stage, lean team.

• Experience building or managing a small team and managing external agency, freelancer, or vendor relationships.

Preferred Qualifications

• Experience marketing a mobile app with install and in-app-purchase objectives.

• Familiarity with Meta's health, wellness, and sensitive-category advertising policies.

• Background in wellness, mental health, or consumer app categories.

• Familiarity with both the Indian consumer market and US user acquisition.

• Working knowledge of Apple Search Ads, ASO, and product analytics tools (GA4, Amplitude, Revenue Cat).

What Success Looks Like

• Within the first weeks: a complete, verified tracking and attribution stack, live and trustworthy.

• Within the first quarter: active campaigns with a functioning creative-testing loop, and a clear, evidenced read on true customer acquisition cost.

• Ongoing: CAC held comfortably below the product price point, with a credible plan to scale spend while maintaining profitability.

How to Apply

Please share your updated resume and portfolio at [Confidential Information]