Performance Marketing Manager

About into3.ai

into3.ai is India's first Learning Infrastructure Platform. Here, we treat learning very differently everything is science-backed. We monitor students' biomarkers in real-time facial expressions, cardiovascular parameters (SpO2, blood pressure, heart rate) and adapt the learning experience based on these signals. The result: learning isn't surface-level but relies on body markers that ensure actual knowledge transfer. Being AI-first, learning on into3 is hyper-personalised and unmatched in depth.

Why This Role Exists

You'll own paid acquisition across Meta, Google, and YouTube targeting parents of CBSE Class 8-10 students in India. Tight budgets, fast iteration, daily optimisation. You're a hands-on operator who creates creatives, runs campaigns, and optimises all yourself.

What You'll Actually Do

Week 1:

Set up Meta Ads Manager, Google Ads, and YouTube Ads accounts for into3.ai from scratch pixel, conversion tracking, GA4 integration, UTM framework

Study the brand voice guidelines document (we'll give you the full 16-page doc) understand our tone, personas, and messaging pillars

Create first 10 ad creatives yourself (yes, yourself Canva, CapCut, whatever) targeting parents of Class 8-10 students in Lucknow, Jaipur, Patna

Launch first test campaigns on Meta with 5,000/day budget test 3 audiences, 5 creatives, 2 landing pages

First Month:

Find the winning formula: Which creative, audience, platform, and message combo gives us the lowest CPL and highest conversion to paid?

Build the retargeting funnel: Website visitor Lead Free trial Paid. Set up custom audiences, lookalikes from early adopters and event participants.

Run YouTube pre-roll ads with into3 Reel content target parents searching "CBSE class 9 preparation", "best online classes for class 10"

Set up WhatsApp lead nurturing convert leads captured from ads into conversations, guide to paid sign-up

Test regional language ads: Hindi, Hinglish, English find what converts in Tier 2/3 vs Tier 1

Weekly reporting to Bhupesh: Spend, CPL, CPA, ROAS, top/bottom creatives, audience insights, next week's plan

Ongoing:

Scale what works, kill what doesn't daily optimization, not weekly

Manage growing budgets as CAC proves out (5-10L/month 20-30L/month in Q2 if ROAS is positive)

Coordinate with Content Creator for ad creative production you ideate and brief, they produce polished versions

Seasonal campaigns: Board exam season, new academic year, festival periods, school reopening

The Person We're Looking For

A hands-on operator, not a strategist who presents decks. You should be inside Ads Manager more than PowerPoint. You create creatives, write copy, set up campaigns, analyze data, and optimize all yourself. No "I need a designer to make the creative" or "I need an analyst to pull the data." You are the designer, the analyst, and the media buyer in one person.

You've spent your own money on ads, or you've managed tight budgets where every 100 mattered. You know the difference between vanity metrics (impressions, reach) and real metrics (CPL, CPA, ROAS). You've been burned by Facebook's "Reach" optimization and learned to always optimize for conversions.

You understand Tier 2/3 India. You know that a parent in Lucknow responds to different messaging than a parent in Bangalore. You know that WhatsApp is the conversion channel, not email. You know that 1,499/month is a serious decision for a middle-class family and you need to make them feel the value before they pay.

You're resourceful and scrappy. If the creative isn't working, you make a new one in 30 minutes, not 3 days. If a campaign is bleeding money, you pause it at 10 PM, not wait for Monday's review meeting.

Must Have

4+ years hands-on in Meta Ads Manager + Google Ads not just "managed" but actually set up, optimized, and scaled campaigns yourself

Managed at least 5-10 lakh/month budgets with measurable ROAS/CPA results you can show

Can create ad creatives yourself: basic video editing (CapCut), graphics (Canva), and ad copy writing in Hinglish/Hindi

Strong with analytics: GA4, Meta Pixel/CAPI, conversion tracking, attribution you make decisions based on data, not feelings

Experience targeting Indian Tier 2/3 audiences you've actually run campaigns for Lucknow, Patna, Jaipur type cities, not just Mumbai/Delhi

Individual contributor mindset you don't need a team, a creative agency, or a 1 crore budget to deliver results. You deliver with what you have.

Bonus Points

Previous EdTech performance marketing experience (PW, Unacademy, Vedantu, Toppr, any coaching brand)

Experience with WhatsApp Business API for lead nurturing

Can run basic SQL queries to pull conversion data when the dashboard doesn't have what you need

Experience with 1,000-2,000/month subscription products you understand the consideration period for this price point

This Role is NOT For You If...

You need a creative team to make ads for you. Here, you make the first version yourself, test it, and only brief the Content Creator for polished versions of winning concepts.

Your experience is with 50L+ monthly budgets at funded startups. We start with 5-10L. If you can't make that work, you can't work here.

You only know Instagram and Facebook. We need Google Search, YouTube, and WhatsApp too. Multichannel from Day 1.

You optimize weekly. We optimize daily. If a creative is failing by afternoon, it's paused by evening.

You need a month to "understand the brand" before running ads. You'll get one day with the brand doc and then you launch.

How AI Fits Into Your Work

you must know to use Claude to generate ad copy variations, Hinglish translations, and landing page text. You bring media buying intuition when to scale, when to kill, which audience converts. AI speeds up creative production; you make the spending decisions.