Performance Marketer

About Fam (previously FamPay) Fam is India's first payments app for everyone above 11. FamApp helps make online and offline payments through UPI and FamCard. We are on a mission to raise a new, financially aware generation, and drive 250 million+ youngest users in India to kickstart their financial journey super early in their life.Founded in 2019 by IIT Roorkee alumni, Fam is backed by some of the most respected investors around the world like Elevation Capital, Y-Combinator, Peak XV (Sequoia Capital) India, Venture Highway, Global Founder’s Capital and the likes of Kunal Shah, Amrish Rao as angel investors. Role Overview We’re looking for a Performance Marketer to build and scale Fam’s paid acquisition engine. This is a 1→10 role — you’ll own end-to-end growth across Google and Meta, drive high-quality user acquisition at scale, and turn performance marketing into a predictable, efficient growth lever. This role sits at the intersection of growth, product, and analytics — requiring sharp execution, strong attribution thinking, and a deep understanding of user funnels. Must-haves • 3–5 yrs in performance marketing • Strong experience in B2C/ product based companies • Hands-on: Google Ads + Meta Ads • Strong MMP experience • Solid understanding of attribution, funnel metrics, incrementality • Proven ability to scale installs with controlled CAC • Strong analytical + experimentation skills • High ownership; executes fast • Has AI native mindset Good to haves • Gen Z audience understanding • Experience operating at scale — large budgets, high velocity experiments, consistent growth • Basic creative strategy understanding Roles and Responsibilities 1. Paid Acquisition (Own) • Own and scale Google + Meta for user acquisition • Manage large budgets with focus on CAC and quality installs • Continuously optimize campaigns 2. Attribution & Measurement (Own) • Own MMP setup, tracking, and attribution accuracy • Track performance across channels and resolve overlaps • Build and monitor core metrics: CAC, CPI, activation rate, LTV 3. Funnel Optimization (Own) • Improve install → KYC → activation → transaction funnel • Identify drop-offs and work with product to fix them • Optimize for downstream metrics, not just installs 4. Experimentation (Own) • Run high-velocity A/B tests across audiences, creatives, and bidding • Test new channels and scale what works • Drive a strong experimentation culture with clear learnings 5. Creative Iteration (Drive) • Work with design/content to build high-performing ad creatives • Identify winning hooks for Gen Z (formats, messaging, trends) • Rapidly iterate based on performance data 6. Growth & Efficiency (Own) • Balance scale vs efficiency (CAC, LTV, payback) • Improve channel ROI and reduce dependency on any single platform • Identify new scalable acquisition opportunities Why Join Us Opportunity to build a category-defining brand for the next generation in India Work directly with founders and leadership Own a high-impact growth lever from day one Fast-paced, high-ownership culture