Performance Marketing Lead

MeantToBe Pvt. Ltd is a venture-backed early-stage startup ready to make waves in the dating and consumer social industry. Our team is led by founders with deep experience in launching and scaling dating apps globally as well as building scaled unicorn businesses from scratch. Backed by top institutional capital, we are a high-growth startup on the ground floor of an ambitious journey to create a brand and product that stands out from the crowded dating app landscape.

Our unique approach combines deep cultural insight, AI, and a novel recommendation algorithm to deliver a social, fun, and effective dating experience that solves for both curation and scale, the holy grail in online dating. We need someone who can scale how we bring the right people onto the app, efficiently and across markets.

We're looking for a Performance Marketing Lead to own paid user acquisition and build it into a scalable, efficient growth engine. You'll decide where we spend, how much, and on what, and you'll be accountable for bringing in high-quality users at the right cost.

You'll work directly with the Head of Marketing and the founders, partner closely with product, data, and creative teams, and build out the performance function as we grow, including hiring and managing team members and agencies.

This is a hands-on leadership role. You'll set the strategy and still be deep in the ad accounts, the dashboards, and the creative tests.

• Own the paid acquisition strategy, budget, and targets across channels and markets
• Plan, launch, and scale app install campaigns on Google (UAC), Meta, TikTok, Apple Search Ads, and other networks
• Optimise for quality users and downstream events (sign-ups, profile completion, matches, retention, payments), not just installs
• Build a structured testing roadmap across creatives, audiences, bidding, and channels, and scale the winners fast
• Work closely with creative teams and creators to build a steady pipeline of high-performing ad creatives
• Own measurement: MMP setup (AppsFlyer, Adjust, or Branch), attribution, SKAN, incrementality, and cohort analysis
• Track and report on CPI, CAC, ROAS, LTV, and payback, and turn insights into clear next steps
• Explore and test new channels such as influencer, affiliate, and programmatic
• Hire, manage, and mentor performance marketers, and manage agency relationships
• Partner with product and data teams on onboarding, funnels, and experiments that improve conversion

• 3–10 years of experience in performance marketing, with a strong focus on mobile app user acquisition
• Hands-on experience managing significant budgets on Google, Meta, and TikTok, with a track record of scaling efficiently
• Experience with consumer apps; dating, social, or gaming apps highly preferred
• Deep understanding of mobile measurement: MMPs, attribution, SKAN, and cohort and LTV analysis
• Strong analytical skills; comfortable with dashboards, spreadsheets, and SQL
• A creative eye for what makes an ad work, plus a disciplined approach to testing
• Experience running campaigns across multiple markets (India and the U.S. a plus)
• Experience leading or mentoring a team, or managing agencies
• Extremely online and culturally aware; you know what's trending before it trends
• Self-starter who takes ownership and is comfortable with ambiguity and rapid change

• Ground-floor opportunity at a growing startup
• Work onsite with the team in Gurgaon
• Direct collaboration with founders
• Full ownership of paid acquisition and the chance to build the team
• Competitive salary and equity package