Performance Marketer

About the Role

Pravaayu Ayurveda is building a new-age Ayurveda brand. This role focuses on digital growth to reach people in pain.

The Role

You will own how Pravaayu turns the internet into booked appointments and paying patients across channels like Meta, Google, and influencers. You report to the Founder and manage a performance executive, a content and design pod, and a network of creators and freelancers.

Key Responsibilities

• Run Meta and Google campaigns end-to-end, including campaign structure, budgets, bidding, audience hygiene, and performance analysis.
• Own funnel metrics such as CPL (Cost Per Lead), cost per appointment, and CAC (Customer Acquisition Cost).
• Run a creative testing engine for new hooks, formats, and angles, documenting results and insights.
• Build AI-enabled workflows for creative production, lead scoring, WhatsApp automation, and reporting.
• Run weekly experiments on landing pages, offers, lead forms, and audience splits, with clear hypotheses, results, and decisions.
• Drive influencer campaigns, focusing on selecting creators, briefing them effectively, and measuring their impact on appointments.
• Build doctor-led and patient-led content in collaboration with clinicians and patient outcomes.
• Test and scale any channel or tactic that drives business through digital.

Requirements & Tech Stack

• Experience managing Meta and Google budgets of ₹10L+ per month, with demonstrable improvements in CPL and CAC.
• Experience in lead generation with an offline conversion step (e.g., clinics, hospitals, diagnostics, education).
• Ability to read and analyze a funnel from impression to booked appointment to paid patient, identifying leakages.
• Proven use of AI tools in daily work, with the ability to explain implemented solutions.
• Experience working with creators, including briefing, negotiating, and tracking.
• Comfort working within a regulated category where ad claims require careful consideration.

How we operate

• Patient First: Prioritizing patient well-being over lead generation.
• Compassionate: Content that speaks to people in pain.
• Transparency: Sharing both successes and challenges.
• Own It: Proactively identifying and resolving issues.