FundsIndia - Associate Director/Director - Performance Marketing

About The Role:

We are looking for a Performance Marketing Head to own performance marketing strategy and execution across Google Search, UAC/Apps, Meta, YouTube and DV360 for FundsIndias D2C (B2C) business and sales-assisted funnel. You'll build and operate advanced conversion tracking and bidding systems, drive CAC efficiency through cohort-based modeling, and partner closely with Sales and CRO to deliver high-quality, cost-efficient growth.

Designation: Associate Director / Director - Performance Marketing

Experience: 7- 12 years in performance marketing, across App-first and sales-assisted models, preferably within fintech, edtech, or Insurtech.

Qualification: Graduate/MBA

Location: Bengaluru

Must Have (Skills/Exposures/Certifications):

• Expertise in conversion event architecture, offline conversion import, and value-based bidding.
• Strong understanding of sales-assisted lead-gen funnel and campaign levers to improve CAC and drive growth.
• Hands-on expertise in Search / P-max campaign structuring, match-type strategy, negative keywords, and Quality Score levers.
• Strong quantitative fluency cohort CAC / LTV modelling, lag-curve analysis, and attribution logic in Sheets/Excel or SQL.

What You'll Own:

• Own performance marketing strategy and execution across Google (Search, UAC/App), Meta, YouTube, and DV360 for a sales-assisted funnel.
• Design and maintain the conversion event hierarchy (shallow vs. deep events) so bidding platforms optimize toward investment quality and value.
• Build and operate Offline Conversion Import (OCI) from CRM disposition data into ad platforms; drive adoption of value-based bidding.
• Run search-term and disposition-level audits to separate high-intent prospecting from navigational/low-intent traffic.
• Build and maintain cohort-based CAC, LTV and lag-curve models to report true paid efficiency against a 10 - 15 day conversion journey.
• Own or closely partner on CRO and landing page optimization as a direct lever on CAC and revenue.
• Partner with Sales leadership to align lead quality definitions and capacity constraints.
• Lead creative strategy across formats (Search, UAC video/HTML5, YouTube, Meta), grounded in past performance data.

What You'll Bring:

• Proven ability to optimize UAC campaigns using non-event levers (creative, audience, structure) when eventing is limited or absent.
• Hands-on experience with MMPs - Appsflyer / Singular - to monitor and improve the entire funnel.
• Hands-on expertise in driving Meta campaigns.
• Strong knowledge of GA4, Firebase, GTM, and GCLID-based attribution troubleshooting.
• Strong experience in CRO and landing page optimization for trust-sensitive, high-consideration products.
• Sound judgment on creative strategy - knows which formats/messages work on Search, UAC, and Meta, and why.
• Diagnostic reasoning - able to trace symptoms to root mechanisms rather than reacting with surface-level tactics.
• High agency, hands-on and outcome-oriented - comfortable executing personally, not only directing a team/agency.

Is This You?:

• Graduate/MBA with 7 - 12 years of experience in performance marketing, in App-first and sales-assisted models, preferably within fintech, edtech, or insurtech.
• Industry background from fintech, wealthtech, insurtech, or edtech (sales-assisted models), or leading D2C/lead-gen startups with sizable paid budgets.
• Company background: Experience in fintech, wealthtech, insurtech, or high-growth consumer startup with in-house performance marketing ownership.