Performance Marketing Lead

# Performance Marketing Lead ## Company Overview Cura Care is a VC-funded startup focused on providing at-home skin care services. The company emphasizes expert-led care delivered directly to customers' homes, fostering a culture of growth and a strong focus on customer experience. ## Job Summary The Performance Marketing Lead will establish and lead the marketing function at Cura Care, focusing on performance marketing across various channels including Meta, Google, and influencer/affiliate marketing. This role requires hands-on expertise to drive customer acquisition profitably, working closely with the company's founder and progressively building and leading a marketing team as the business scales. ## Responsibilities - **Own Meta and Google Spend:** Develop and execute strategies for campaign structure, creative testing, and daily optimization, actively managing spending rather than simply overseeing an agency. - **Manage Funnel Metrics:** Analyze and report on key business metrics such as Customer Acquisition Cost (CAC), cost per first booking, repeat rates, and Lifetime Value to Customer Acquisition Cost (LTV:CAC) ratios. - **Build Creative Testing Engine:** Design a robust creative testing process by briefing, testing, assessing, and scaling effective campaigns, collaborating with freelancers until in-house capabilities are established. - **Conduct Influencer and Affiliate Experiments:** Lead experimental initiatives targeting the skin and beauty categories. - **Establish Retention Strategies:** Develop and implement retention strategies including WhatsApp journeys, rebooking nudges, and referral loops to enhance the likelihood of second bookings. - **Engage with Customers:** Regularly communicate with customers through feedback sessions and service visits to gain insights into their journey and improve services. - **Collaborate with Founders:** Work directly with the founder on pricing strategies, geographical expansion, and product development informed by funnel data. ## Qualifications - **Experience:** 2-4 years of hands-on experience in paid acquisition, managing accounts, budgets, and outcomes; agency experience is acceptable if accountable for accounts. - **Analytical Skills:** Strong numerical proficiency to perform funnel analysis, defend CAC calculations, and provide actionable spending advice. - **Customer-Centric Mindset:** An ability to engage with customers, integrating their feedback into campaign strategies. - **Comfort with Ambiguity:** Capable of adapting budgets and strategies based on proven outcomes. - **Educational Background:** Preferred candidates will have a degree from IIT or a comparable institution, demonstrating strong problem-solving abilities. - **Location:** Candidates must be based in Bangalore or willing to relocate, as this role is based in the office (HSR Layout). ## Preferred Skills - Experience in skin or dermatological services. - Background in services businesses with a focus on bookings rather than e-commerce carts. - Familiarity with at-home services. - Experience with female-first brands. ## Experience - 2-4 years of relevant experience in performance marketing or paid acquisition. ## Environment This role is office-based in HSR Layout, Bangalore, providing a dynamic startup environment with opportunities for close interactions with founding members and direct impacts on the business. ## Salary - Competitive salary along with Employee Stock Ownership Plans (ESOPs), specifics to be discussed on an individual basis. ## Growth Opportunities - Opportunity to build and lead the marketing team, taking a ground-floor role in a growing VC-funded startup. ## Benefits - Competitive salary, ESOPs, and direct impact on business direction leading to personal and career development.