Head Of Performance Marketing

About AiSensy

AiSensy is a WhatsApp Engagement & Marketing platform helping businesses acquire, engage, sell, and support customers on WhatsApp.

We work with leading brands including Adani, Delhi Transport Corporation, Yakult, Godrej, Aditya Birla Hindalco, Wipro, Asian Paints, India Today Group, Skullcandy, Vivo, PhysicsWallah and Cosco, along with thousands of SMBs and growing businesses.

Were building products across WhatsApp Marketing, Click-to-WhatsApp Ads, AI Agents, conversational commerce, automation and payments.

As AiSensy scales across India and international markets, were looking for a Head of Performance Marketing to build one of our most important growth engines.

Role Overview

This is a hands-on growth leadership role with complete ownership of paid customer acquisition.

You will own the complete performance funnel:

Creative Ad Audience Landing Page Lead/Signup Activation Purchase Revenue

Your core mandate will be:

Scale the amount AiSensy can profitably spend on customer acquisition while maintaining or improving unit economics.

Key Responsibilities

1. Own & Scale Paid Acquisition

• Own AiSensys complete paid acquisition strategy and execution.
• Manage and scale campaigns across Meta, Google Search, Performance Max, YouTube, Demand Gen and Click-to-WhatsApp Ads.
• Build a roadmap to scale monthly advertising spend by 2X, 5X and eventually 10X.
• Optimize campaigns against CAC and revenue, not just CPL or lead volume.
• Identify new audiences, channels and campaign structures capable of unlocking incremental scale.
• Allocate budgets dynamically based on marginal returns.
• Build separate acquisition strategies for self-serve, sales-assisted and higher-value customers.

2. Own the Complete Acquisition Funnel

• Own performance from impression to paying customer, not just ad performance.
• Track and optimize CPM, CTR, CPC, Landing Page CVR, Cost per Lead, Cost per Signup, Cost per Activated User, Cost per Paying Customer, CAC, ROAS, CAC Payback and LTV:CAC.
• Identify funnel leakages and work cross-functionally to fix them.
• Improve landing page signup activation payment conversion.
• Partner with Sales to measure lead quality and downstream revenue.
• Build cohort-level understanding of which campaigns produce the highest-value customers.

3. Build a High-Velocity Creative Engine

• Own performance creative strategy, not just media buying.
• Build a systematic pipeline for generating and testing new ad concepts every week.
• Work closely with writers, designers, video editors, creators and founders.
• Develop and test founder-led ads, UGC, customer testimonials, product demonstrations, problem/solution ads, competitor comparisons, offer-led ads, educational ads, industry-specific ads, static creatives, short-form videos and long-form VSLs.
• Build testing frameworks around Hook × Persona × Problem × Offer × Format × CTA.
• Track hook rate, CTR, CPC, CVR, CAC, ROAS and spend scalability at a creative level.
• Identify winning creative patterns and systematically produce variations.
• Build systems to stay ahead of creative fatigue.

4. Own Landing Pages & CRO

• Own conversion rates of all paid acquisition landing pages.
• Build dedicated funnels for different audiences, campaigns and offers.
• Continuously experiment with headlines, hero sections, value propositions, offers, pricing, CTAs, social proof, testimonials, forms, page structure and checkout flows.
• Build a structured A/B testing and CRO roadmap.
• Work with design and development teams to launch experiments quickly.
• Ensure paid traffic is sent to experiences designed specifically for the campaign rather than generic website pages.

5. Develop Offers That Convert

• Work with founders and growth teams to create compelling acquisition offers.
• Develop offers for different products, personas and industries.
• Experiment with pricing, bundles, credits, bonuses, free trials, guarantees, urgency, discounts and limited-period offers.
• Build different offers for SMB, D2C, Shopify, agencies and larger businesses.
• Measure offer performance based on conversion, CAC, revenue and customer quality.
• Continuously identify combinations of Audience × Creative × Offer × Funnel that can scale.

6. Build Audience & Campaign Architecture

• Build sophisticated acquisition structures across customer segments.
• Develop vertical-specific acquisition strategies across E-commerce, D2C, Education, Healthcare, Real Estate, Financial Services, Agencies and Local Businesses.
• Build prospecting, retargeting and remarketing systems.
• Develop broad audiences, lookalikes, customer-list audiences, high-value customer audiences, website retargeting, video retargeting, lead retargeting and intent-based audiences.
• Build separate strategies for India and international markets.

7. Own Attribution & Marketing Analytics

• Build reliable measurement across the entire customer acquisition journey.
• Ensure accurate implementation of Meta Pixel, Meta Conversions API, Google Ads Conversion Tracking, GA4, UTMs, server-side events, CRM attribution and offline conversions.
• Build reporting from campaign customer revenue.
• Measure performance by channel, campaign, audience, creative, landing page, offer and customer segment.
• Identify which campaigns generate high-LTV customers, not simply cheap leads.
• Work closely with Product, Engineering and Data teams to improve attribution accuracy.

8. Build a Rapid Experimentation System

• Create a disciplined experimentation framework across performance marketing.
• Maintain a prioritized experimentation backlog.
• Run continuous experiments across creatives, audiences, hooks, offers, landing pages, pricing, campaign structures, bidding, retargeting and checkout flows.
• Define every experiment through Hypothesis Expected Impact Test Result Learning Next Action.
• Maintain a repository of winning and losing experiments.
• Increase the speed and quality of experiments every month.

9. Own Budgeting & Growth Forecasting

• Own performance marketing budgets and forecasts.
• Forecast spend, leads, signups, customers, CAC, revenue, ROAS and payback.
• Build marginal CAC curves to understand how economics change as spend scales.
• Identify the maximum amount of capital AiSensy can deploy profitably.
• Build monthly and quarterly acquisition plans.
• Present performance, learnings and scaling opportunities directly to leadership.

10. Build & Lead the Performance Marketing Team

• Build and manage a high-performance acquisition team.
• Hire and develop talent across Meta Ads, Google Ads, Media Buying, Growth Analytics, CRO and Creative Strategy.
• Define clear KPIs and ownership for every team member.
• Establish daily and weekly performance review systems.
• Create a culture of data-driven decision-making and rapid experimentation.
• Remain hands-on enough to personally inspect campaigns, funnels, creatives and analytics.

Requirements

Experience

• 8–12+ years of experience in Performance Marketing, Growth Marketing or Paid Acquisition.
• Experience owning significant paid marketing budgets.
• Demonstrated ability to scale paid acquisition substantially while maintaining unit economics.
• Experience directly owning customer acquisition and revenue targets.
• Experience managing and building performance marketing teams.
• Strong experience acquiring customers in the Indian market.
• Experience in B2B SaaS, SMB SaaS, FinTech, D2C, EdTech, marketplaces or high-volume digital businesses preferred.
• International acquisition experience is a strong advantage.

Meta Ads

• Deep expertise in Meta Ads, including campaign architecture, account structure, broad targeting, lookalikes, customer audiences, retargeting, creative optimization, Pixel, Conversions API, attribution and scaling strategies.
• Ability to diagnose performance deterioration quickly.
• Proven experience scaling campaigns without destroying CAC or downstream customer quality.

Google Ads

• Strong expertise across Google Search, Performance Max, YouTube and Demand Gen.
• Deep understanding of keywords, search intent, negative keywords, bidding strategies, conversion tracking and offline conversion imports.
• Ability to optimize campaigns toward downstream revenue rather than surface-level conversions.

Creative Strategy

• Strong understanding of performance creative and the ability to identify why a creative works or fails.
• Experience building structured, high-velocity creative testing programs.
• Strong understanding of hooks, angles, personas, pain points, offers, formats and CTAs.
• Ability to translate customer insights into scalable ad concepts.
• Comfortable reviewing scripts, storyboards, ads and creative briefs.

Funnel & CRO

• Strong understanding of landing-page optimization, A/B testing, checkout optimization, lead-generation funnels and signup funnels.
• Ability to identify and diagnose conversion drop-offs across the customer journey.
• Ability to connect campaign performance with downstream funnel performance and revenue.

Analytics

• Extremely comfortable working with numbers and dashboards.
• Strong understanding of CAC, ROAS, LTV, payback, cohort analysis and attribution.
• Ability to diagnose changes across CPM CTR CPC CVR CAC Revenue.
• Comfortable working with Product and Data teams to build reporting systems.
• Able to make decisions even when attribution isnt perfect.

Leadership

• Experience building and managing performance teams.
• Strong ownership mentality and high bias toward execution.
• Comfortable operating in a high-growth environment and working directly with founders.
• Ability to move from strategy to execution without requiring large teams or agencies.
• Strong analytical, communication and stakeholder-management skills.
• Willingness to remain deeply involved in campaigns, creatives, funnels and numbers.