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 Founders Capital and the likes of Kunal Shah, Amrish Rao as angel investors.

Role Overview

Were looking for a Performance Marketer to build and scale Fams paid acquisition engine.

This is a 110 role youll 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

35 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
• Access to the best AI tools
• Work directly with founders and leadership
• Own a high-impact growth lever from day one
• Fast-paced, high-ownership culture