About This Role
We're looking for a Performance marketing operator who gets two things: our 45+ audience doesn't behave like typical digital consumers, and win-backs are way more profitable than cold acquisition for a bootstrap 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 30-40L people who took the 14-day free trial but never came back.
This isn't just about scaling to massive budgets or building complex attribution. 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 with a significant potential to become a channel for direct acquisition and support other marketing initiatives for acquiring lead.
- 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 just 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 creative, and need clear value props without health miracle claims. Most performance marketers optimize for 25-year-olds and wonder why campaigns fail.
- Bootstrap Reality: We're profitable & 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 (Cofounder) / Marketing Head Weekly check-ins w/ founders on performance metrics
- Monthly strategy reviews w/ growth team
What Success Looks Like
- Cost Efficiency: Maintain efficient CAC while improving lead quality
- Channel Optimization: CTWA campaigns for retargeting & optimised standard landing page funnels
- Win-Back Performance: Improve trialpaid conversion rate for lapsed users significantly 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/ midfunnel nurture.
- Run Meta/Google campaigns focused on trial conversion vs vanity signups
- Test creative that resonates w/ 45+ demographic (clear captions, trust signals, real testimonials)
- Partner with Product on Free Paid: you supply quality traffic and timely nudges; Product owns conversion mechanics (site/app).
Win-Back Campaign Management
- Build & 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, demographics
Attribution, Measurement & Reporting (with BI)
- Build the measurement rail tracks endtoend: tagging/UTMs, pixels/CAPI, GA4 events, and simple sourceoftruth dashboards.
- Keep the stack current; add missing tools/glue as needed. Publish weekly readouts: what we shipped, what moved, what to scale/stop next.
- Identify which remarketing segments are most profitable; hold yourself to leadquality proxies (attendance/engagement of leads you generate).
Your First 60 Days
Month 1: Audit existing lapsed user segments,optimise current campaigns with a roadmap plan to scale, set up proper tracking, launch first win-back campaigns
Month 2: Optimize based on early results, expand to new audience segments, improve WhatsApp templates
You'll Be Great at This If You...
- Have 4-7 years performance marketing experience w/ Meta/Google platforms
- Understand WhatsApp Business API, CTWA campaigns, and messaging compliance
- Have worked w/ older demographics (35+ audiences) and understand their behavior patterns
- Can work independently but communicate results clearly to non-technical stakeholders
- Comfortable w/ bootstrap constraints - finding creative solutions vs throwing money at problems
- Experience w/ subscription or course business models preferred
- You are comfortable hire & build a small team to scale your team
Key Result Areas (KRAs)
Cost Per Acquisition
- Target - Maintain efficient CAC within target range
- Measurement - Weekly campaign reporting
Lead Quality (Cohorts)
- Target - Attendance% and conversion% tracked and improving for PMM-sourced cohorts
- Measurement - Weekly cohort read- outs
Win-Back Conversion Rate
- Target - Significant improvement in trialpaid 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 & 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 WA templates with Tech/ Ops; PMM owns daytoday hygiene and documentation.
Budget Responsibility:
- Manage performance marketing budget allocation in line with prospectingfirst strategy; use CTWA to support retargeting
