Head of Performance Marketing

# **JD. Head of Performance Marketing** Gynoveda | Mumbai | Full-time --- ## **About Gynoveda** India's first Ayurveda fertility clinic chain for couples. 50+ clinics across 30 cities. 20,000+ couples helped conceive naturally through root-cause Ayurveda treatment. Institutional investors on the cap table. We are an integrated healthcare delivery network where every patient walks into a physical clinic for their treatment journey. Our digital marketing exists for one purpose: to bring the right couples to the right clinic at the right time. The conversion happens face-to-face, not add-to-cart. --- ## **The Role** We are hiring a Head of Performance Marketing to lead the next phase of our digital acquisition engine. Gynoveda has grown to 50+ clinics and acquired over 1 lakh patients through digital channels in the last 24 months. The foundation is built. Now we need a leader who can take it further: acquire next 5 lakh customers, sharpen efficiency, activate new platforms, and build a scalable system that keeps pace with platform evolution. Meta's ad delivery has changed fundamentally since 2024. Andromeda, Sequence Learning and Advantage+ have made the old campaign playbook (separate ToFu/MoFu/BoFu campaigns, manual audience exclusions) structurally suboptimal. We need someone who understands the new architecture and can apply it to a lead-to-offline-footfall model at scale. You will work closely with Founders and Functional heads. You will own a significant monthly ad budget across Meta and Google. You will be measured on new patient acquisition volume and efficiency estimated to be 1.5 lakh customers acquisition annually. --- ## **Why This Role Is Different from Most Performance Marketing Roles** **The platform has changed.** Between late 2024 and mid-2026, Meta rebuilt how its ad delivery works. After the introduction of Meta's Andromeda campaign manager's job has shifted from managing audience flow between campaigns to ensuring creative inventory completeness and signal quality. Companies that have restructured around this new architecture are seeing significant efficiency gains. Companies still running the old structure are seeing rising costs. Most professionals in the market learned and practiced the old playbook. We need someone who has already made, or is actively making, the transition. **This is not an ecommerce role.** Most performance marketing talent in India is ecommerce-trained: their instincts are built around add-to-cart, checkout conversion, and online ROAS. Our business converts offline at clinics. The patient books via phone or WhatsApp, walks into a physical clinic, and enrolls face-to-face. The measurement challenge is fundamentally different: you must connect an online ad exposure to an offline outcome that happens 7-90 days later, across 50+ locations. The optimization loop, the attribution system, and the funnel diagnosis framework are all structurally different from ecommerce. This is not a skills gap that closes in 30 days. It is a different mental model. --- ## **What You Will Do** **Lead campaign strategy and architecture:** - Own Meta and Google campaign structure for a 50+ clinic network - Design and execute the right campaign architecture for the 2026 Meta environment (consolidated campaigns by objective, creative inventory as the primary algorithmic input, signal quality management) - Activate Google Search and YouTube as demand generation channels within healthcare advertising constraints **Drive experimentation and new playbook development:** - Design and run structured A/B tests with pre-committed kill criteria - Build new acquisition approaches from scratch (0-to-1), not just optimize existing ones - Stay ahead of platform evolution through systematic learning and rapid adaptation **Own media planning and budget allocation:** - Allocate budget across platforms (Meta, Google, YouTube), campaign types (upper-funnel, conversion, retargeting), and geographies (50+ clinic catchments) - Make allocation decisions based on marginal CAC, not just average performance - Connect spend decisions to business outcomes (new patients, not just leads) **Own attribution and measurement:** - Manage the CAPI (Conversions API) pipeline end-to-end: ensure offline conversion events (appointment, consultation, treatment enrollment) flow back to Meta and Google for algorithmic optimization - Build and maintain a measurement system that connects ad exposure to offline outcomes - Think in blended CAC and MER, not platform-reported ROAS **Lead and upskill the team:** - Manage a team of campaign managers - Build a culture of experimentation, measurement, and intellectual honesty - Create SOPs and decision frameworks so the function scales beyond individual expertise --- ## **What You Bring** **Must-have:** - 8-14 years in performance marketing, with at least 4 years in a lead-generation or appointment-driven business (healthcare, education, financial services, fitness/wellness, or similar offline-conversion models) - Direct experience with Meta Ads at ₹1Cr+/month spend - Understanding of the post-2024 Meta landscape: Advantage+ campaigns, Andromeda/GEM/Lattice and Sequence Learning, creative-as-the-funnel. If you are still building separate ToFu/MoFu/BoFu campaigns with manual audience exclusions, this is not the right fit. - Media planning capability: budget allocation across platforms, campaign types, and geographies based on marginal efficiency, not just top-line metrics - CAPI and attribution experience: understanding of server-side conversion tracking, offline conversion import, and why platform-reported metrics are not the full picture - Budget ownership with P&L accountability at ₹50L+/month **Strong-fit backgrounds:** - Healthcare clinic chains, dental networks, diagnostic labs - Education institutes (lead to enrollment) - Financial services (insurance/lending lead gen to branch conversion) - Fitness/gym chains (membership acquisition via offline trial) - Multi-location service businesses with appointment-based models **Will not fit:** - Pure ecommerce/D2C backgrounds where the primary metric is online ROAS. The optimization loop, attribution, and funnel diagnosis are structurally different when the conversion happens offline. - Professionals who have only scaled a given playbook but never built one from scratch. This role builds the playbook. - Agency-only careers without evidence of business-outcome thinking. Managing a client's CPL is not the same as owning a company's CAC with P&L consequences. --- ## **How We Think About Performance Marketing** If you naturally think in these terms, you are likely a fit: - Blended CAC across platforms (not just platform CPL) - MER: total revenue / total marketing spend (the honest metric) - Show rate as a marketing conviction problem, not just a call center problem - Creative diversity as an algorithmic input, not just "good ads" - Demand generation vs. lead generation as structurally different strategies - CAPI signal depth: optimizing for the deepest event with sufficient weekly volume - Media planning as strategic allocation, not just spend management --- ## **What We Offer** - Closely work with founders in build India's largest fertility & gynec company - A team of campaign managers ready to execute - A comprehensive internal training library (90+ chapters on Meta, Google, YouTube, creative strategy, and campaign architecture) - A category-defining healthcare brand at national scale --- ## **How to Apply** Send your CV and your responses to the Digital Interview questionnaire (attached) to \[email\] with subject line: "Head of Performance Marketing. \[Your Name\]. \[Current Company\]." The Digital Interview is a written exercise that tests how you think about campaign architecture, funnel diagnosis, and budget allocation. It is not a test of what you can look up. We are looking for specificity, reasoning, and evidence of real experience. Expect to invest 2 hours on thoughtful answers. --- *Gynoveda | India's first Ayurveda fertility clinic chain for couples | gynoveda.com*