Performance Marketing Specialist

About Cure

Cure is an AI-powered digital healthcare company focused on making expert dermatology and wellness care accessible to everyone. By combining artificial intelligence with a team of experienced dermatologists and healthcare professionals, we provide personalised treatment plans that have helped millions of users address concerns related to skin, hair, and overall wellness.

About the Role

We are looking for a Performance Marketer who can drive app acquisition with a strong understanding of conversion, customer intent, and creative performance. This role will manage paid acquisition across Google and Meta, with a strong focus on YouTube, Instagram, and app-install campaigns, while partnering closely with the creative team to build ads that improve install quality and reduce CAC.

Key Responsibilities

• Plan, launch, and optimize app-install and conversion campaigns across Google Ads and Meta. Drive business outcomes such as installs, qualified users, purchases, and CAC efficiency instead of focusing only on reach or engagement.
• Work closely with the creative team to identify what makes users click, install, and purchase, and guide them toward stronger conversion-led content.
• Analyse creative-level metrics such as CTR, click-to-install, conversion rate, CAC, and related indicators that influence campaign efficiency.
• Read performance from creative feedback and campaign data to understand which hooks, formats, and messages are producing stronger results.
• Understand customer intent and user behaviour across the app funnel, identify drop-off points, and improve conversion through better audience, creative, and funnel decisions.
• Run structured testing across audiences, creatives, placements, bidding strategies, and landing or app journeys to identify scalable winners.
• Collaborate with product, analytics, content, and design teams to improve the full acquisition funnel from ad click to install to purchase.
• Support Click-to-WhatsApp campaigns as an additional acquisition lever; prior hands-on experience will be a plus.

Required Skills & Qualifications

• 4–5 years of hands-on experience in performance marketing.
• Strong experience in app-install campaigns(or PMax) on Google and Meta.
• Good understanding of YouTube and Instagram as conversion channels, not just awareness platforms.
• Strong grasp of CAC, click-to-install, CTR, CVR, funnel quality, and conversion drivers.
• Ability to translate data into creative direction and improve ad quality through testing and iteration.
• Strong analytical thinking and comfort working with performance dashboards, campaign reports, and creative feedback data.
• Ability to understand customer motivations, objections, and purchase behaviour across the app journey.
• Proficiency in Excel/Google Sheets for data analysis and reporting.
• Strong analytical and problem-solving skills.
• Excellent communication and stakeholder management skills.

Good to have:

• Experience in D2C, e-commerce, healthtech, beauty, skincare, or any fast-paced consumer or app-growth environment.
• Familiarity with mobile attribution and analytics tools such as AppsFlyer, Firebase or GA4.
• Experience with Click-to-WhatsApp ads.
• Experience with marketing automation or CRM platforms is an added advantage.

What success looks like

Success in this role means improving app-install quality, lowering CAC, guiding the creative team toward winning content, and building a stronger acquisition engine across Google and Meta.

Why Join Us

• Opportunity to work with a fast-growing consumer healthtech brand.
• Ownership of high-impact marketing campaigns.
• Collaborative and data-driven work environment.
• Opportunities for learning, experimentation, and career growth.