Job Title: Performance Marketing Manager

Location: Gurgaon, Onsite

Experience Range: 6+ Years

Compensation: 25 LPA

About the Company

We are one of the world’s largest online wellness communities, built on a simple belief small, consistent actions can create extraordinary transformations. With a global footprint across 160+ countries and a rapidly growing base of everyday habit-builders, we bring people together through daily online sessions, inspiring stories, and a supportive community that shows up no matter what.

Our members span from young adults to seniors in their 60s, 70s, and beyond. Every metric reflects a story of someone regaining control over their health, confidence, and lifestyle. From breaking world records to hosting daily sessions attended by lakhs of people, our impact is real, powerful, and deeply human.

About This Role

We're looking for a Performance marketing operator who gets two things: our 45 years+ audience doesn't behave like typical digital consumers, and win-backs are way more profitable than cold acquisition for a bootstrap business.

You'll own the entire performance funnel - Meta/Google ads → WhatsApp nurture → trial conversion → paid customer. A significant amount of your focus will be on the goldmine: remarketing to our 30-40L people who took the 14-day free trial but never came back. This isn't just about scaling to massive budgets or building complex attribution. It’s about methodically improving conversion rates on proven audiences while staying true to our mission-driven brand voice.

Why This Matters

Performance as a Channel: Meta/Google ads have not yet been explored with a significant potential to become a channel for direct acquisition and support other marketing initiatives for acquiring lead.

The Win-Back Opportunity: We have a significant database of people who already know us, tried our content, but never converted to paid. These aren't cold prospects - they're warm leads who just need the right nudge at the right time. Understanding Our Audience: 45+ users consume differently - they prefer WhatsApp over fancy landing pages, trust testimonials over flashy creative, and need clear value props without health miracle claims. Most performance marketers optimize for 25-year-olds and wonder why campaigns fail.

Bootstrap Reality: We're profitable & referral-driven. Performance marketing amplifies what works rather than becoming our primary growth engine. You'll optimize for sustainable CAC, not vanity metrics.

Reporting Structure

1. Reports to: (Co‑founder) / Marketing Head Weekly check-ins w/ founders on performance metrics Monthly strategy reviews w/ growth team

2. What Success Looks Like

3. Cost Efficiency: Maintain efficient CAC while improving lead quality

4. Channel Optimization: CTWA campaigns for retargeting & optimised standard landing page funnels

5. Win-Back Performance: Improve trial→paid conversion rate for lapsed users significantly within 90 days

6. Compliance: Zero policy violations on health claims or WhatsApp messaging

Your Responsibilities

• Performance Campaign Execution - Prospecting vs Retargeting: Use Click-to-Website (CTW) as the primary motion for prospecting new audiences; use Click-to-WhatsApp (CTWA) mainly for retargeting/ mid‑funnel nurture.

• Run Meta/Google campaigns focused on trial conversion vs vanity signups

• Test creative that resonates w/ 45+ demographic (clear captions, trust signals, real testimonials)

• Partner with Product on Free → Paid: you supply quality traffic and timely nudges; Product owns conversion mechanics (site/app).

• Win-Back Campaign Management

• Build & optimize remarketing sequences for lapsed trial users

• Create WhatsApp nurture flows that feel personal, not spammy

• A/B test messaging, timing, and incentives for different cohorts

• Segment audiences by trial completion, engagement level, demographics

• Attribution, Measurement & Reporting (with BI)

• Build the measurement rail tracks end‑to‑end: tagging/UTMs, pixels/CAPI, GA4 events, and simple source‑of‑truth dashboards.

• Keep the stack current; add missing tools/glue as needed. Publish weekly read‑outs: what we shipped, what moved, what to scale/stop next.

• Identify which remarketing segments are most profitable; hold yourself to lead‑quality proxies (attendance/engagement of leads you generate).

Your First 60 Days

1. Month 1: Audit existing lapsed user segments,optimise current campaigns with a roadmap plan to scale, set up proper tracking, launch first win-back campaigns

2. Month 2: Optimize based on early results, expand to new audience segments, improve WhatsApp templates

You'll Be Great at This If You...

• Have 4-7 years performance marketing experience w/ Meta/Google platforms

• Understand WhatsApp Business API, CTWA campaigns, and messaging compliance

• Have worked w/ older demographics (35+ audiences) and understand their behavior patterns

• Can work independently but communicate results clearly to non-technical stakeholders

• Comfortable w/ bootstrap constraints - finding creative solutions vs throwing money at problems

• Experience w/ subscription or course business models preferred

• You are comfortable hire & build a small team to scale your team

Key Result Areas (KRAs)

• Cost Per Acquisition : Target - Maintain efficient CAC within target range

• Measurement - Weekly campaign reporting

• Lead Quality (Cohorts) : Target - Attendance% and conversion% tracked and improving for PMM-sourced cohorts

• Measurement - Weekly cohort read- outs

• Win-Back Conversion Rate : Target - Significant improvement in trial→paid for lapsed users Measurement - Monthly cohort analysis

• Prospecting & Retargeting Mix : Target - CTW-led prospecting with CTWA retargeting support, with documented rationale & Measurement - Monthly media plan & post-mortems

• Brand & Compliance : Target - Operate within the brand manifesto; zero policy violations; WhatsApp delivery health maintained & Measurement - Platform health + QA

• Platform Access:

• Meta Ads Manager & Business Suite

• Google Ads & Analytics

• WhatsApp Business API integration

• Internal CRM & tracking systems Access & Enablement: Provision ad accounts, pixels/CAPI, CRM/WATI, and WA templates with Tech/ Ops; PMM owns day‑to‑day hygiene and documentation.

• Budget Responsibility: Manage performance marketing budget allocation in line with prospecting‑first strategy; use CTWA to support retargeting

About WinnerBrands

At WinnerBrands, we are on a mission to create a community of the brightest marketing minds to deliver impactful, rewarding, and purposeful work by collaborating, contributing & co-learning with smart peers. Backed by Busybeebrands.com, a pioneering brand-building firm that has helped some of the most disruptive new-age brands in the country craft their brand and marketing strategy, we find opportunities with progressives startups and brands in the domain of marketing with multiple engagement models for our talent partners, freelance / part-time or full-time. Request to visit our community page at https://www.winnerbrands.in/talentcommunity/

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Thanks,

WinnerBrands Team