Performance Marketing Lead

Location:Mumbai / HybridFunction:Growth & MarketingReporting to:Head of GrowthAbout CYBXCYBX isIndia's first B2C Cybersecurity Super Appwith embedded insurance cover of up to ₹10 lakh. It protects mobile users fromUPI frauds, phishing, scam apps, fake shopping sites, cyberbullying, and call recording risks. With bothreal-time detectionandinsurance-backed compensation, CYBX is redefining consumer digital safety.Our mission:reach 1 million installs and subscribers within 12 monthsby combiningperformance marketing, influencer campaigns, offline distribution, and cultural moments.Role OverviewThePerformance Marketing Leadwill be responsible fordriving installs, optimizing CPIs, and scaling campaigns profitablyacross digital channels. This role requires deep expertise inGoogle App Campaigns (UAC), Meta, Apple Search Ads, Programmatic, and coordination withexternal media agencies.The person will act as the"channel owner"— accountable for every ₹ spent on performance media, ensuring growth at the right CAC:LTV ratio.Key Responsibilities1. Acquisition Strategy & ExecutionOwn end-to-end paid user acquisition across Google, Meta, YouTube, ASA, DSPs, Programmatic.- Set and optimize budget allocationacross channels based on CPI, CAC, and ROI.- Collaborate with agency partners on campaign setup, audience targeting, and optimization.2. Creative & Ad OperationsPartner with Creative Director + Agenciesto brief, test, and optimize 20–30 ad variations per week.- Ensure all creatives are aligned to growth objectives(clicks, installs, activations).- Run structured creative A/B testsand report learnings into the "Experiment Library."3. Funnel & Conversion OptimizationOptimize full funnel: Ad → App Store Page → Install → Activation → Premium.- Work with the ASO Specialistto improve app store conversion rates (CVR, IPM).- Partner with Growth PMto identify drop-offs in onboarding and design retargeting journeys.4. Data & AnalyticsMonitor daily/weekly KPIs: CPI, IPM, CVR, ROAS, CAC, Retention, LTV.Use attribution tools (Appsflyer/Adjust) + Firebase dashboards for real-time tracking.Provide weekly performance reviews to Head of Growth with clear recommendations.5. Experimentation & Growth LoopsRun structured experiments on new channels, formats, targeting strategies.- Test referral-driven acquisition, WhatsApp click-to-install campaigns, and influencer boosting.- Continuously refine campaign playbooks based on what scales profitably.6. Agency & Vendor ManagementAct as primary contact for the performance marketing agency.- Ensure agency delivers daily optimization reports, channel insights, and CPI targets.- Challenge agency recommendations with data-driven inputs; hold them accountable to KPIs.Key KPIs for this RoleCPI (Cost per Install)by channel & blended.- IPM (Installs per Mille)→ ad creative + targeting efficiency.- Install → Activation Rate(scans completed within 24 hrs).- CAC : LTV ratiofor paid users.- % of budget spent on profitable channels(CAC < target).- Volume milestones: installs/week to hit 1M downloads in 12 months.Ideal Candidate ProfileMust-Haves4–6 years experience in Performance Marketingfor consumer apps (fintech, edtech, gaming, or D2C).- Proven track record in scaling app installs (100k+ monthly).- Expert in Google UAC, Meta Ads, Apple Search Ads; exposure to programmatic/DSPs.- Hands-on experience with App Attribution & Analytics(Appsflyer/Adjust, Firebase).- Strong numerical and analytical skills — fluent with CAC, ROAS, LTV modeling.Good-to-HavesExperience in cybersecurity, fintech, or insurance apps.- Exposure to regional language campaigns(vernacular India).- Experience managing external agencies.- Comfort working in a fast-paced, 0→1 launch environment.Why Join 63SATS?Be the growth engine driverof India's first consumer cybersecurity super app.- Work with top-tier agencieswhile owning internal growth strategy.- Play a pivotal role in taking CYBX from launch → 1M users → 10M+ scale.- Competitive compensation + steep growth curve.