Performance Marketing Lead

Location:

Mumbai / Hybrid

Function:

Growth & Marketing

Reporting to:

Head of Growth

About CYBX

CYBX is
India's first B2C Cybersecurity Super App

with embedded insurance cover of up to ₹10 lakh. It protects mobile users from
UPI frauds, phishing, scam apps, fake shopping sites, cyberbullying, and call recording risks

. With both
real-time detection

and
insurance-backed compensation

, CYBX is redefining consumer digital safety.

Our mission:
reach 1 million installs and subscribers within 12 months

by combining
performance marketing, influencer campaigns, offline distribution, and cultural moments

.

Role Overview

The
Performance Marketing Lead

will be responsible for
driving installs, optimizing CPIs, and scaling campaigns profitably

across digital channels. This role requires deep expertise in
Google App Campaigns (UAC), Meta, Apple Search Ads, Programmatic

, and coordination with
external 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 Responsibilities

1. Acquisition Strategy & Execution

• Own end-to-end paid user acquisition across
  Google, Meta, YouTube, ASA, DSPs, Programmatic

.
- Set and optimize
budget allocation

across channels based on CPI, CAC, and ROI.
- Collaborate with agency partners on campaign setup, audience targeting, and optimization.

2. Creative & Ad Operations

• Partner with
  Creative Director + Agencies

to 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 tests

and report learnings into the "Experiment Library."

3. Funnel & Conversion Optimization

• Optimize full funnel:
  Ad → App Store Page → Install → Activation → Premium

.
- Work with the
ASO Specialist

to improve app store conversion rates (CVR, IPM).
- Partner with
Growth PM

to identify drop-offs in onboarding and design retargeting journeys.

4. Data & Analytics

• Monitor 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 Loops

• Run 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 Management

• Act 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 Role

• CPI (Cost per Install)

by channel & blended.
- IPM (Installs per Mille)

→ ad creative + targeting efficiency.
- Install → Activation Rate

(scans completed within 24 hrs).
- CAC : LTV ratio

for paid users.
- % of budget spent on
profitable channels

(CAC < target).
- Volume milestones: installs/week to hit 1M downloads in 12 months.

Ideal Candidate Profile

Must-Haves

• 4–6 years experience in
  Performance Marketing

for 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-Haves

• Experience 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 driver

of India's first consumer cybersecurity super app.
- Work with
top-tier agencies

while owning internal growth strategy.
- Play a pivotal role in taking CYBX from launch → 1M users → 10M+ scale.
- Competitive compensation + steep growth curve.