About the role

Aplyr's Quick Take

This role is about driving user acquisition through paid channels like Google and Meta. You'll be responsible for managing budgets, optimizing campaigns, and analyzing performance metrics to ensure efficient growth. It's an individual contributor position focused on execution and experimentation.

Good fit

Ideal candidates have 3-5 years in performance marketing, particularly in B2C environments, and are comfortable with hands-on campaign management. A data-driven mindset and the ability to work quickly and independently will help you thrive here.

Worth noting

The role emphasizes a strong understanding of analytics and user funnels, which may be challenging for those without a solid background in these areas. The mention of an 'AI native mindset' suggests a forward-thinking approach to marketing strategies.

About Fam (previously FamPay)

Fam is India's first payments app for everyone above 11. FamApp helps make online and offline payments through UPI and FamCard. We are on a mission to raise a new, financially aware generation, and drive 250 million+ youngest users in India to kickstart their financial journey super early in their life.Founded in 2019 by IIT Roorkee alumni, Fam is backed by some of the most respected investors around the world like Elevation Capital, Y-Combinator, Peak XV (Sequoia Capital) India, Venture Highway, Global Founder’s Capital and the likes of Kunal Shah, Amrish Rao as angel investors.

Role Overview

We’re looking for a Performance Marketer to build and scale Fam’s paid acquisition engine.

This is a 1→10 role — you’ll own end-to-end growth across Google and Meta, drive high-quality user acquisition at scale, and turn performance marketing into a predictable, efficient growth lever.

This role sits at the intersection of growth, product, and analytics — requiring sharp execution, strong attribution thinking, and a deep understanding of user funnels.

Must-haves
• 3–5 yrs in performance marketing
• Strong experience in B2C/ product based companies
• Hands-on: Google Ads + Meta Ads
• Strong MMP experience
• Solid understanding of attribution, funnel metrics, incrementality
• Proven ability to scale installs with controlled CAC
• Strong analytical + experimentation skills
• High ownership; executes fast
• Has AI native mindset

Good to haves
• Gen Z audience understanding
• Experience operating at scale — large budgets, high velocity experiments, consistent growth
• Basic creative strategy understanding

Roles and Responsibilities

1. Paid Acquisition (Own)
• Own and scale Google + Meta for user acquisition
• Manage large budgets with focus on CAC and quality installs
• Continuously optimize campaigns

2. Attribution & Measurement (Own)
• Own MMP setup, tracking, and attribution accuracy
• Track performance across channels and resolve overlaps
• Build and monitor core metrics: CAC, CPI, activation rate, LTV

3. Funnel Optimization (Own)
• Improve install → KYC → activation → transaction funnel
• Identify drop-offs and work with product to fix them
• Optimize for downstream metrics, not just installs

4. Experimentation (Own)
• Run high-velocity A/B tests across audiences, creatives, and bidding
• Test new channels and scale what works
• Drive a strong experimentation culture with clear learnings

5. Creative Iteration (Drive)
• Work with design/content to build high-performing ad creatives
• Identify winning hooks for Gen Z (formats, messaging, trends)
• Rapidly iterate based on performance data

6. Growth & Efficiency (Own)
• Balance scale vs efficiency (CAC, LTV, payback)
• Improve channel ROI and reduce dependency on any single platform
• Identify new scalable acquisition opportunities

Why Join Us

Opportunity to build a category-defining brand for the next generation in India
Work directly with founders and leadership
Own a high-impact growth lever from day one
Fast-paced, high-ownership culture

Skills & Tags

node go ai data analytics product design marketing

Aplyr's read

FamPay is revolutionizing teen banking in India, offering a digital wallet and card for under-18s, with a team focused on innovation and compliance.
Synthesized from recent postings & public sources

What's promising

•FamPay targets a niche market by focusing on teenagers and their families in India.
•Recent hiring trends show a strong investment in technology and compliance roles.
•The platform offers a unique digital wallet and card solution for under-18s.

What to watch

•Operating in a heavily regulated financial sector may pose compliance challenges.
•The niche focus on teenagers limits the immediate market size.
•Competition from established banks with digital offerings could impact growth.

Why FamPay

•FamPay provides a dedicated financial platform for teenagers, unlike traditional banks.
•The company integrates education about financial literacy into its services.
•FamPay's product design specifically addresses the needs of under-18 users.

Aplyr’s read is generated by AI from public sources. Was it useful?

About FamPay

FamPay

fampay.in

View company

Fam is a financial technology company that provides a platform for managing money and making payments, primarily targeting teenagers and their families in India.