Performance Marketing Lead- App Growth

Job Description – Performance Marketing Lead Role Overview

• The Performance Marketing Lead will own paid growth strategy and execution across key acquisition channels, with accountability for both scale and efficiency.
• This person should be able to translate growth goals into channel plans, budget allocation, experimentation priorities, reporting discipline, and clear optimization decisions.
• The role is suited for someone who can operate at both strategic and execution depth — not only reviewing performance, but improving it directly.

Key Responsibilities

• Own performance marketing strategy and execution across relevant paid acquisition channels.
• Manage budget allocation, bidding logic, targeting quality, and channel mix decisions with clear ROI discipline.
• Build a strong experimentation engine across creatives, audiences, landing pages, funnels, and campaign structures.
• Track and improve core metrics such as CAC, ROAS, payback, conversion rates, retention quality, and contribution to business growth.
• Partner with product, design, and content teams to improve ad-to-funnel performance and growth efficiency.
• Build clear dashboards, reporting cadences, and review mechanisms so performance is visible and decision-making is faster.
• Identify what should be scaled, paused, fixed, or reallocated based on data rather than instinct.
• If relevant, manage agencies, partners, or internal team members while still maintaining direct ownership of outcomes.

Core Areas of Ownership

• Paid user acquisition and channel scaling
• Performance reporting, attribution, and analytics
• Creative testing and experimentation
• Budget allocation and unit economics
• Funnel conversion improvement
• Performance marketing operating discipline

What Success Looks Like

• Performance marketing becomes a dependable and scalable growth lever rather than a person-dependent capability.
• Acquisition quality improves alongside better cost efficiency and sharper budget allocation.
• Experimentation velocity increases and learnings are captured clearly.
• Leadership gets reliable visibility into channel performance, trade-offs, and next actions.
• The role creates stronger depth and accountability in performance marketing execution.

Candidate Profile

• Strong hands-on performance marketing experience with measurable business impact.
• Clear ownership of channels, budgets, reporting, and optimization decisions — not only coordination or vendor management.
• Comfortable discussing attribution, conversion funnels, experimentation logic, and unit economics in depth.
• Experience working in a fast-paced product, app, consumer internet, or high-growth environment is preferred.
• Strong judgment on balancing scale, efficiency, creative quality, and learning speed.
• Able to work cross-functionally and improve decision quality beyond just campaign operations.

Proof Points to Validate

• What channels they have personally owned and at what scale.
• What budgets, targets, or growth numbers they were accountable for.
• What concrete improvements they drove in CAC, ROAS, conversion, or payback.
• How they approached testing across creatives, audiences, bidding, and landing pages.
• How deeply they understand attribution, reporting, and optimization trade-offs.
• Whether they can operate as a real owner of performance marketing rather than only an execution coordinator.

Must Have / Good to Have / Negative

Must Have

• Strong hands-on performance marketing ownership
• Comfort with metrics, dashboards, and unit economics
• Evidence of channel scaling and optimization depth
• Strong experimentation mindset and execution discipline
• Clear communication and cross-functional collaboration

Good to Have

• Mobile app or consumer internet growth experience
• Experience with creative testing at scale
• Exposure to lifecycle / funnel optimization beyond top-of-funnel acquisition
• Experience managing small teams or agencies while staying hands-on

Negative

• Generic marketing profile without real performance depth
• Agency-only / coordinator profile without business ownership
• Weak comfort with attribution, metrics, or ROI discussions
• Candidate who speaks only in high-level strategy without execution examples
• Brand-heavy profile with limited paid growth depth