Reporting: CEO & Head of Data.
Location: Pakistan- Islamabad
Role Overview
We need a hands-on growth leader to drive affordable, scalable, and measurable user acquisition for nano financing and digital platforms, ensuring every PKR spent contributes positively to unit economics.
Core Responsibilities
- Own end-to-end performance marketing across channels: social, app stores, paid search, affiliates, performance networks
- Optimize CPA/CPS for nano lending, digital apps, and partnerships
- Build data-driven campaigns with clear attribution and ROI tracking
- Test & scale acquisition strategies, including creative, targeting, and funnels
- Monitor unit economics per channel, per cohort, and per campaign
- Collaborate with Product, Tech, and Ops to improve conversion, onboarding, and retention
- Bring diverse international best practices, especially from Chinese apps & fintech
Ideal Profile
- 3–7 years experience in performance marketing, growth, or user acquisition
- Hands-on with digital apps, BNPL/nano lending, or high-volume fintech products
- Track record of reducing CPA/CPS while scaling users
- Comfortable owning unit economics & ROI metrics
- Experience with Chinese app strategies & performance channels preferred
Short-Term KPIs (0–90 / 180 Days)
- Reduce CPA/CPS by ≥30% compared to current baseline
- Launch at least 3 high-performing campaigns across key channels
- Establish real-time dashboard for campaign ROI, CAC, and LTV metrics
- Implement A/B testing framework for creatives, audiences, and funnels
- Achieve measurable ROI per campaign ≥1x contribution margin
Long-Term KPIs (6–18 Months)
- Sustain CAC within profitable range for nano lending & digital products
- Build repeatable acquisition funnels across paid & organic channels
- Scale high-ROI campaigns, contributing ≥20–30% of new active users
- Optimize LTV/CAC ratio, ensuring positive contribution per user cohort
- Introduce innovative acquisition channels & growth hacks for scaling