Performance Marketing

Job Description About BetterWay BetterWay is an outcome focused, full-stack, chronic care platform, deeply rooted in the Ayurvedic science of holistic medicine. We own the Patient journey end to end, making it transparent and accessible for Urban users, who suffer from a chronic lifestyle disorder. To fulfill this promise, our gene has two intrinsic values: 1.Patient ownership i.e. owning the patient journey end to end via the diagnosis, panchakarma, medicine, and diet counselling. 2.Platformization i.e. Stitching the digitally native journey of every experience touchpoint which provides the end user transparency, standardization, and measurability. Scale & Growth Outlook By the 5th year into its journey, BetterWay would be on its way to treating 5 lakh patients annually. This will be achieved by protocol-driven super specialty among top 4/5 Chronic ailments. Enabled by a world-class, IP-owning care community of nearly 200 clinicians and 300 therapists. In this journey, BetterWay IP Medicines and Supplements will be directly consumed by 10Lakh+ Happy users and families of BetterWay-treated patients. BetterWay will be India's trusted household name & default reference point, for all things related to Ayurvedic medicine, treatment, and supplements About the Role Betterway treats chronic lifestyle disorders using evidence-based Ayurved, enabled by technology. At the core, for patients, Betterway advocates, holistic, nature aligned lifestyle choices. We believe, root to chronic is deviation from core fabric your natural body composition. It operates multi-specialty Ayurved care centers led by expert doctors across Psychiatry, Orthopedics, Dermatology, Gastroenterology, Pediatrics, and other specialties. The mandate is to strengthen and scale BetterWay's digital discovery and patient acquisition engine, enabling more users to find authentic Ayurved care at the right stage of their health journey. In the current phase of Betterway's growth, the focus anchors around a key challenge: Ensuring that patients actively searching for chronic disease solutions discover and choose Betterway as their trusted healthcare destination. Driving this demand through digital channels will require mastering the intersection of Ayurved credibility, patient intent, and healthcare advertising norms a space that remains largely unexplored and underrepresented in India's wellness landscape. Key ownership areas include search engine marketing, local SEO optimization, Google Business presence, and discovery across healthcare ecosystems and map platforms. Further, understanding patient search behavior, refining performance metrics, and translating visibility into qualified leads will be central to driving measurable impact, retention, and brand growth. Search Engine Marketing (SEM) Plan, execute, and continuously optimize Google Ads campaigns across Search, Display, and YouTube. Build high-intent keyword strategies mapped to key disease areas such as arthritis, PCOS, fatty liver, stress, and digestive disorders. Craft and A/B test ad copies that balance clinical credibility with emotional resonance and relief-driven messaging. Manage budgets, bid strategies, and conversion tracking using Google Tag Manager and Google Analytics. Develop and refine landing pages to improve Quality Score and lead conversion rates. Analyse performance data and report ROI, CAC, and lead quality on a weekly basis. Search Engine Optimization (SEO) Lead comprehensive keyword research focused on Ayurvedic and healthcare-specific search intent. Implement strong on-page SEO practices metadata, schema markup, internal linking, and page speed optimization. Partner with the content team to create SEO-driven assets such as blogs, doctor profiles, and case studies. Build and scale location-based clinic pages with SEO-first architecture and consistent structure. Track keyword rankings, impressions, and organic lead growth, using data insights to refine strategy. Strengthen domain authority through backlink building and local citation strategies across healthcare and Ayurvedic platforms. Google My Business (GMB) Optimization Manage and optimize all BetterWay Ayurved clinic listings to enhance discovery and visibility. Drive map pack performance through keyword-rich posts, visuals, reviews, and Q&A engagement. Coordinate with on-ground teams to collect and respond to reviews in a consistent, brand-aligned tone. Ensure accurate and uniform NAP (Name, Address, Phone) details and category alignment across all listings. What to expect Opportunity to build India's new modern platform for Ayurveda, build it from the scratch and , experience with 2X entrepreneurs behind who have a proven history of building 2 Indian unicorns. Full ownership of the end-to-end to solve growth and marketing problems of BetterWay . A high-performance, high-velocity environment, with the vision to treat 5 lakh patients per year. Join the founding leadership team, influence and design the growth marketing engine. What we desire The mindset of an owner carries the passion to build something from the ground up, essentially a founding team member. First principle problem solver with enthusiasm for technology, digital products and healthcare. 13 years of hands-on experience in Digital Marketing with a strong foundation in SEM and SEO execution. Prior experience in healthcare, wellness, or other service-based industries is preferred. Proficiency in Google Ads, Search Console, Tag Manager, Analytics, and tools such as Ahrefs or SEMrush. Strong understanding of Local SEO principles and Google My Business (GMB) ranking factors. Ability to translate medical and Ayurvedic concepts into SEO-friendly, patient-centric communication. Analytical mindset with a structured testlearniterate approach to campaign improvement. 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