Performance Marketing Lead

Location:

Function:

Reporting to:

About CYBX

India’s first B2C Cybersecurity Super App

reach 1 million installs and subscribers within 12 months

Role Overview

Performance Marketing Lead

“channel owner”

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.