Performance Marketing & Growth Lead

Company Description

Praja

Praja is the place for you.

About the Role

Performance Marketing & Growth Lead

You’ll drive acquisition costs, conversion rates, and reactivation metrics, and scale proven Telugu growth playbooks into other Indian vernacular markets.

Reports to:

Key Outcomes You’ll Own

User Acquisition CAC

Trial CAC

Premium CAC

Resurrection Rate

Experiment Velocity

What You’ll Do

• Lead end-to-end performance marketing across Meta Ads, Google UAC, and other paid channels.
• Optimize full-funnel tracking; identify leaks and run A/B tests to improve conversion.
• Continuously optimize CACs and scale high-performing channels.
• Run growth experiments: referrals, creators, community activations, offline-to-online pilots.
• Build resurrection campaigns for churned premium users (WhatsApp journeys, retargeting, recommendations).
• Convert Telugu market learnings into playbooks for new vernacular markets.

Must-Have Experience

• 3–6 years in performance marketing / growth / UA in consumer internet.
• Deep hands-on experience with Meta Ads Manager & Google App Campaigns.
• Strong analytical skills — CAC, ROAS, LTV, funnel metrics.
• Experience with reactivation/resurrection campaigns (CRM, WhatsApp, push, retargeting).
• Demonstrated ability to crack vernacular markets — cracked acquisition or growth playbooks in Hindi + one South Indian language.

What Winning Looks Like

First 90 Days

• Stabilize CACs across acquisition → trial → premium on Meta & Google.
• Run 3+ high-impact growth experiments.
• Improve trial or premium conversion by X%.
• Launch resurrection campaigns and hit ~10% reactivation baseline.

In 6 Months

• Reduce overall CACs by Y%.
• New channels contribute 25–30% of total trial inflow.
• Achieve sustainable ROAS across core platforms.
• Localize playbooks for a second vernacular market.

• Why You’ll Love Working Here

🚀 Full-funnel ownership: performance, growth, experiments, resurrection.

💡 Direct business impact: influence user growth, trials & revenue every day.

🌍 Vernacular-first opportunity: build for India’s next 100M users.

Compensation

₹24–30 LPA