Good Health Company
Website:
ghc.health
Job details:
Location: Hyderabad
Work Mode: 5 days WFO (Work from office)
Job Type: Full-Time
We are hiring a Performance Marketing Manager – PPC to own performance marketing end to end for one or more consumer brands. You will research customer demand, identify winning ad angles, brief the in-house creative team, and use performance data to decide what to scale, test, or stop. You will work closely with creative, operations, and finance teams to drive profitable growth.
Key Responsibilities
- Research keywords and customer problems using tools such as Helium10, and use search intent and demand signals to decide which product angles are worth building campaigns around.
- Source winning creative concepts from competitors and organic content using tools such as Foreplay, along with manual scouting on platforms like TikTok and Instagram, and identify why a given hook or format is working.
- Generate ad scripts using our in-house AI tools, refining them so that the final script is genuinely high quality rather than a rough first pass.
- Brief our video editors and graphic designers clearly, including the reference creative, the hook, and the intended angle, and review and approve their work before it goes live.
- Launch, manage, and optimize paid campaigns across Meta, TikTok, and other relevant platforms.
- Monitor performance daily against clear benchmarks, including CPM under thirty dollars, CPC under one dollar fifty, CTR above three percent, CAC in the range of forty to fifty dollars, and cost per add to cart under fifteen dollars, along with hook rate, hold rate, and click rate.
- Make clear scale or kill decisions based on return on ad spend. Scale an ad when Meta ROAS is above one. Hold with no action when it is between zero point seven and one. Kill an ad when Meta ROAS stays below zero point seven for two to three consecutive days.
- Understand and work within a subscription-driven revenue model, where a Meta ROAS below one can still be a healthy result once repeat and subscription revenue is accounted for, and track blended Shopify ROAS against a breakeven target of one point four.
- Own the revenue target and budget allocation for your assigned brand or product line.
- Work closely with channel managers and performance marketing executives to keep paid social, marketplaces, and organic efforts aligned rather than working against each other.
- Provide regular, structured reporting on campaign performance, budget pacing, and revenue against target.
Required Qualifications and Experience
- At least three years of experience in performance marketing, with a proven track record of scaling paid campaigns and delivering measurable return on investment.
- Hands-on experience running and optimizing campaigns in Meta Ads Manager, along with familiarity with TikTok Ads or similar platforms.
- A strong grasp of direct response marketing metrics and unit economics, including CAC, ROAS, and lifetime value, and how they connect to actual profitability.
- Experience briefing and iterating with a creative team, since this role is as much about creative direction as it is about media buying.
- Comfortable working in a fast-testing, high-volume creative environment where campaigns and creative are refreshed constantly rather than left to run untouched.
- Working knowledge of analytics and attribution tools such as Google Analytics and Meta Ads Manager reporting.
- A master’s degree is preferred but not required.
Preferred Qualifications
- Experience in health, wellness, supplements, or adjacent consumer categories.
- Experience at a growth-stage direct-to-consumer company, for example at businesses such as Bellavita, BetterAlt India, or Mosaic Wellness.
- Experience with subscription or retention-driven revenue models, rather than only one-time purchase businesses.
- Experience owning a channel or product line's P&L, not just its ad spend.
Where We Expect to Find This Person
Strong candidates are likely to come from:
- A performance or performance marketer at a direct-to-consumer or e-commerce brand, ideally one with a subscription or repeat-purchase revenue model.
- A media buyer at a performance marketing agency who has grown into owning strategy and creative direction, not just ad account management.
- A performance marketer at a company in health, wellness, or a related consumer category who is ready to own a full brand or product line rather than a single channel.
Key Competencies
- You are genuinely data-driven, and can look at CPM, CTR, ROAS, and CAC together and know what story they are telling you, rather than optimizing for one metric in isolation.
- You are creative-literate, and can brief an editor or designer clearly enough that what comes back actually matches what you had in mind.
- You are comfortable owning a number, and treat your product line's revenue and profitability as your own responsibility rather than something to report on.
- You are decisive under ambiguity, and can make a scale or kill call on a campaign without waiting for someone else to tell you it is safe to do so.
- You work well cross-functionally, particularly with creative, operations, and finance, since a good campaign idea is worthless if we cannot fulfill it profitably.
Compensation and Benefits
- Pay is based on experience, in line with market standards.
Success Metrics for the First Three to Six Months
- Revenue and ROAS targets for your assigned brand or product line are consistently met or exceeded.
- CAC is held within target range as spend scales, rather than rising uncontrolled with volume.
- A clear testing cadence is in place, with new creative angles and hooks tested on a regular schedule rather than ad hoc.
- Scale and kill decisions are made promptly and correctly, without campaigns being left to run well past the point they should have been cut.
Strong working relationship established with the creative team, reflected in fewer revision rounds and faster turnaround from brief to finished ad.
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