Performance Marketing Lead

Company Description

Praja is a hyper-local social platform built for Bharath — where people instantly discover everything happening in their village, mandal, and district, in their own language.

Every user is mapped to their real geography and interest areas, enabling authentic village-level communities and interest communities that reflect how Bharath connects in the offline world. Today, citizens, local leaders, and political parties use Praja to share updates, create viral posters, run digital campaigns, and stay connected with their people. We’ve become the go-to digital layer for political and community engagement in Telugu states, driven by deep vernacular adoption and high user trust.If you want to build for the next 500M internet users, experiment fast, and scale a high-growth consumer product from the ground up — Praja is the place for you.

About the Role

We’re hiring a Performance Marketing Lead to own and scale the full growth funnel — impressions → installs → signups → trials → premium → resurrection.

You’ll drive acquisition costs, conversion rates, and reactivation metrics, and scale proven Telugu growth playbooks into other Indian vernacular markets.

Reports to : Head of Growth & Community

Key Outcomes You’ll Own

User Acquisition CAC (impression → signup)

⚙️ Trial CAC (signup → trial)

Premium CAC (trial → premium)

Resurrection Rate (lapsed premium → active)

Experiment Velocity (tests per month & success rate)

What You’ll Do

Lead end-to-end performance marketing across Meta Ads, Google UAC, and other paid channels.

Optimize full-funnel tracking; identify leaks and run A / B tests to improve conversion.

Continuously optimize CACs and scale high-performing channels.

Run growth experiments : referrals, creators, community activations, offline-to-online pilots.

Build resurrection campaigns for churned premium users (WhatsApp journeys, retargeting, recommendations).

Convert Telugu market learnings into playbooks for new vernacular markets.

Must-Have Experience

3–6 years in performance marketing / growth / UA in consumer internet.

Deep hands-on experience with Meta Ads Manager & Google App Campaigns.

Strong analytical skills — CAC, ROAS, LTV, funnel metrics.

Experience with reactivation / resurrection campaigns (CRM, WhatsApp, push, retargeting).

Demonstrated ability to crack vernacular markets — cracked acquisition or growth playbooks in Hindi + one South Indian language.

What Winning Looks Like

First 90 Days

Stabilize CACs across acquisition → trial → premium on Meta & Google.

Run 3+ high-impact growth experiments.

Improve trial or premium conversion by 15%.

Launch resurrection campaigns and hit ~10% reactivation baseline.

In 6 Months

Reduce overall CACs by 20%.

New channels contribute 25–30% of total trial inflow.

Achieve sustainable ROAS across core platforms.

Localize playbooks for a second vernacular market.

Why You’ll Love Working Here

Full-funnel ownership : performance, growth, experiments, resurrection.

Direct business impact : influence user growth, trials & revenue every day.

Vernacular-first opportunity : build for India’s next 100M users.

Compensation & Benefits

Salary : ₹22–30 LPA (based on experience)

Performance Bonus : Additional, based on quarterly / annual outcomes

Equity : ESOPs offered on top of the CTC (not included in the salary package)

Benefits : High ownership role, direct collaboration with founders, fast-growth environment