Head - Performance Marketing - Digital Health

Head of Performance Marketing

Location: Chennai - Work from Office

Reports to: Chief Marketing Officer

Works closely with: Head of Growth

Experience: 7 - 14 years

Direct reports: Performance Marketing Team

About the Company:

We are a fast-growing digital health startup making it easier for people to access everyday healthcare online. Through our app and website, patients can consult licensed doctors and receive medical certificates, prescriptions, specialist referrals, pathology requests, and mental health care plans - without visiting a clinic.

Our goal is to become the first place people turn to for their everyday health needs. We started in one market and are now preparing to launch in new markets. Paid digital channels are our primary source of new customers today, and we want that growth to remain profitable across the full lifetime of each customer.

The Role:

We are looking for a senior performance marketer to lead new customer acquisition across all paid digital channels, first in our current market and then in each new market we launch. Google is our largest acquisition channel today. A key part of this role is building other channels alongside it, so that growth does not depend on a single platform.

Reporting to the CMO, you will lead the performance marketing team and work closely with the Head of Growth. You will own channel plans, budgets, and results, using the balance between customer acquisition cost (CAC) and customer lifetime value (LTV) as the primary measure of efficient growth. You will set direction for the team while staying close to the platforms and the numbers yourself.

Key Responsibilities:

- Own paid acquisition across all digital channels. Set the channel mix, campaign priorities, and budgets against agreed targets for new customers, CAC, and revenue.

- Keep Google Search performing strongly as the core channel by continuously improving search terms, keywords, bidding, ads, and landing page relevance.

- Review performance regularly by channel, market, service, campaign, and audience; act quickly on problems and opportunities.

- Manage acquisition against the LTV-to-CAC ratio, not only cost per acquisition, so spend is prioritised toward customers who return and generate long-term value.

- Work with data and finance teams to build a reliable view of CAC, LTV, and payback period by channel, service, and market.

- Reallocate budget between channels and campaigns based on this view, within agreed budgets and performance guardrails.

- Test and build new acquisition channels, including Meta, TikTok, YouTube, programmatic, affiliates, partnerships, and app install campaigns, to reduce reliance on Google.

- Run a structured testing programme with clear hypotheses, budgets, and success measures. Scale what works and stop what does not.

- Partner with creative and brand teams to develop channel-specific creative, particularly for social and video.

- Lead performance marketing for each new market launch, from channel selection and launch planning through to scaling.

- Build a repeatable launch playbook covering campaign structure, tracking setup, budgets, and testing plans that can be reused and localised for each market.

- Ensure advertising in every market follows internal approval processes, local healthcare advertising and privacy rules, and platform policies.

- Own reporting across all channels and markets: daily dashboards, weekly recommendations, and monthly performance reviews and forecasts. Clearly explain what changed, why, the commercial impact, and the next action.

- Work with data and engineering teams to ensure tracking and conversion data are accurate across GA4, Google Tag Manager, and each ad platform; reconcile reported results with booking and finance data.

- Be transparent about the limits of attribution and use incrementality testing where possible to understand the true contribution of each channel.

- Lead, coach, and grow the performance marketing team; hire for new channels and markets as the business scales.

- Set priorities, review work, and maintain accountability for results.

- Escalate material budget changes and risks to the CMO, and work with the Head of Growth to keep channel activity aligned with business priorities.

Experience and Capabilities:

- Senior performance marketing experience across multiple paid digital channels, with demonstrated success growing new customers and improving CAC in high-volume consumer, ecommerce, or digital service businesses.

- Strong hands-on Google Search expertise, plus proven experience building and scaling at least one other major channel, such as Meta or TikTok.

- Experience managing acquisition against LTV and CAC, including cohort analysis and payback periods.

- Experience launching or running performance marketing in more than one country.

- Experience managing substantial budgets, with the ability to clearly explain scale, decisions made, and results achieved.

- Strong GA4, Google Tag Manager, and spreadsheet skills, with the ability to diagnose tracking issues and explain attribution differences.

- Experience leading and coaching a team of performance marketers and setting high standards.