Performance Marketing Lead

Rivet Dating; Gurgaon; On-site; INR 4,000,000 - 7,000,000; Full time

Benefits offered by this job

Onsite in Gurgaon

Direct collaboration with founders

Full ownership of paid acquisition

Job summary

MeantToBe Pvt. Ltd is seeking a Performance Marketing Lead to own paid user acquisition and scale it into a repeatable growth engine. You will decide budgets, channels, and targets, while partnering with product, data, and creative teams to build a high-performing function.

Hands-on leadership with ad accounts and dashboards will be central to the role. The ideal candidate has 3–10 years in performance marketing, excels at multi-market campaigns (India/U.S.), and possesses strong MMP and

Qualifications

• 3–10 years of experience in performance marketing, with a focus on mobile app UA.
• Hands-on experience managing significant budgets on Google, Meta, and TikTok.
• 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 testing approach.
• Experience leading or mentoring a team, or managing agencies.
• Experience running campaigns across multiple markets (India and the U.S. a plus).

Responsibilities

• 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

Skills

Performance marketing

Mobile app UA

Budget management

Google Ads

Meta Ads

TikTok Ads

MMP attribution

SKAN

Cohort analysis

LTV analysis

Dashboards

SQL

A/B testing

Team leadership

Agency management

Tools

Google Ads

Meta Ads

TikTok Ads

Job description

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.

The Role

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.

What You'll Do

• 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

What We're Looking For

• 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

What We Offer

• 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