Performance Marketer

About Kitab

At Kitab, we’re democratising human learning experience. We leverage advanced AI to empower the next generation of knowledge seekers to achieve their goals, discover new possibilities, and make informed decisions in their personal and professional lives.

About the role

We aren’t building just another learning platform—we’re building a platform about evolving, finding purpose, and creating impactful change in the journeys of our users.

We’re looking for a Performance Marketing Manager who can help shape how Kitab is seen, discovered, trusted, and chosen. You’ll work directly with the content/product teams.

What you’ll do

Reports to: Operations Manager.
Note: Shared resource across all languages, not language-specific. One sharp performance brain beats two mediocre ones.

Mandate
Acquire users at a healthy CAC. Own the paid funnel end-to-end across Meta, Google, YouTube. The most numerically accountable role on the team.

Responsibilities
Own all paid spend: planning, allocation, optimization.
Run the creative cycle: brief → creative production → testing → scaling winners → killing losers. Target: ≥10 creative variants tested per week.
Set up and maintain the ads pixel/SDK setup (this is currently a gap — flagged below).
Build cohort and LTV models so we know what CAC we can afford.
Run weekly performance reviews; share learnings with Social and Content Leads.
Manage Hindi + English creative variants in partnership with Language Leads.

KPIs
Installs per month vs target.
CAC.
ROAS (where applicable for paid features/subscriptions).
Creative test velocity (variants tested per week).
Spend efficiency: % of monthly budget deployed productively.

First 90-day OKRs
Objective: Build a profitable, scalable user acquisition engine.
KR1: Set up full paid infrastructure (pixel, SDK, attribution, dashboards) by Day 21.
KR2: Achieve 100K MAU by Day 90 with CAC at or below target (target TBD post-baselining).
KR3: Establish baselines for D1/D7/D30 retention of paid users; share with content team for retention improvements.
KR4: Identify the top 3 winning creative archetypes (formats × hooks × audiences) by Day 60.

Ideal candidate
2–4 years running paid for a B2C app at scale (≥₹20L/month spend at some point).
Strong on Meta + Google + YouTube. Comfortable with attribution complexity.
Creative-first thinking — knows that performance is 80% creative, 20% targeting.