Job Title : Performance Growth Lead - AVP (User Acquisition)

Role Overview :

We are looking for a sharp, data-obsessed Performance Growth Lead who can own and scale new user acquisition across paid and organic channels. This role sits at the intersection of marketing, product, and analytics translating business goals into high-performing growth strategies.

You will be responsible for driving predictable, scalable, and efficient growth while working closely with internal stakeholders, external partners, and platform teams.

Key Responsibilities :

1. Growth Strategy & Ownership :

- Own end-to-end new user acquisition targets across channels (paid + organic)

- Design and execute performance marketing strategies to scale user growth profitably

- Identify and unlock new growth levers across channels, audiences, and creatives

- Build short-term and long-term growth roadmaps aligned with business goals

2. Channel Management & Optimization :

- Lead performance across key channels:

1. Paid: Google Ads, Meta, YouTube, Affiliates, Influencers, App networks

2. Organic: ASO, SEO, referrals, partnerships

- Continuously optimize CAC, LTV, and conversion funnels

- Drive budget allocation decisions based on ROI and marginal returns

- Test and scale new platforms, formats, and campaign structures

3. Data-Driven Decision Making :

- Deep dive into funnel metrics: impressions - clicks - installs - activation - retention

- Build and monitor dashboards for campaign performance and cohort analysis

- Run structured A/B experiments across creatives, landing pages, and targeting

- Translate data into actionable insights and growth opportunities

4. Stakeholder Management :

- Collaborate closely with :

1. Product team (landing pages, app funnel optimization)

2. Creative team (ad copies, videos, messaging)

3. Tech/data teams (tracking, attribution, analytics)

- Communicate performance updates, insights, and strategy to leadership

- Align cross-functional teams towards growth KPIs

5. Creative & Messaging Strategy :

- Drive high-converting ad narratives with strong hooks and differentiated positioning

- Work with content teams to iterate on creatives at scale

- Understand customer psychology and translate insights into performance campaigns

6. Attribution & Martech :

- Ensure accurate tracking via tools like AppsFlyer, Firebase, GA4, etc.

- Manage attribution models and understand incrementality vs vanity metrics

- Work on improving tracking infrastructure and campaign measurement

Key Metrics Owned :

- New Users / Installs

- CAC (Customer Acquisition Cost)

- Conversion Rates (across funnel)

- Channel ROI / ROAS

Ideal Candidate Profile :

Experience :

- 4 - 8+ years in performance marketing / growth roles

- Proven track record of scaling paid acquisition budgets significantly

- Experience in consumer internet / app-based businesses

Skills & Expertise :

- Strong hands-on experience with Google Ads, Meta Ads, YouTube, etc.

- Deep understanding of attribution models, cohort analysis, funnel optimization

- Analytical skills: Proficiency in Excel, SQL (preferred), data tools

- Ability to run experiments and interpret statistical significance

Soft Skills :

- Excellent stakeholder communication and alignment skills

- Structured thinking and problem-solving ability

- High ownership mindset with bias for action

- Ability to operate in fast-paced, ambiguous environments

Bonus Points :

- Experience scaling hyperlocal services / beauty / wellness platforms

- Prior work on referral loops, retention-led growth, or lifecycle marketing

- Experience in creative strategy and storytelling for performance ads

Why This Role is Exciting :

- Direct impact on business growth trajectory

- Ownership of large-scale budgets and decision-making

- Opportunity to build and experiment aggressively across channels

- Work at the intersection of marketing, product, and data