Performance Marketing Manager - B2C Healthcare

*Please note this role is not for 2070 Health* About BeatO BeatO is a digital health company in India focused on diabetes care and GLP-1 weight loss. It combines smart devices (glucometers, CGM, BP monitors, smart scales), doctor-led care programs, diet coaching, and a curated range of health foods, supplements, and lifestyle products, sold direct to consumers. BeatO serves over 2 million patients and 10 lakh+ device users, backed by 100+ doctors and 200+ coaches. Role Summary BeatO is looking for a hands-on Performance Marketing Manager to own paid customer acquisition for one of its business verticals. The role will focus on planning, executing, and scaling Meta advertising campaigns to generate high-quality leads that convert into paying customers through an internal sales or telecalling team. The ideal candidate will have experience driving growth for a B2C healthcare product or service, strong expertise in Meta Ads, and a clear understanding of the relationship between advertising spend, lead quality, customer conversion, and acquisition costs. This is an execution-focused role with ownership of monthly media spends of approximately ₹50 lakh–₹1 crore, requiring a data-driven approach to campaign optimisation, budget allocation, and scalable customer acquisition. Key Responsibilities - Own paid customer acquisition: Plan, execute, and optimise campaigns for the assigned business vertical, with direct ownership of campaign performance and monthly media budgets. - Drive efficient lead generation: Build and scale campaigns that generate relevant, high-quality leads and contribute to customer acquisition through the sales or telecalling team. - Own performance metrics: Track and improve cost per lead (CPL), cost per acquired customer (CAC), lead-to-customer conversion rates, and other relevant business metrics. Go beyond surface-level engagement metrics to evaluate actual business outcomes. - Manage and scale budgets: Allocate and optimise monthly advertising spends, identify opportunities for scaling, and make data-backed decisions to improve acquisition efficiency. - Optimise campaign performance: Continuously test and refine audiences, creatives, campaign structures, offers, and landing pages to improve lead quality and conversion. - Connect marketing with sales outcomes: Work closely with the sales or telecalling team to understand lead quality, conversion performance, and drop-offs, and use these insights to improve campaign effectiveness. - Analyse and report performance: Monitor campaign and funnel metrics, identify trends and performance gaps, and provide actionable insights and recommendations. - Collaborate cross-functionally: Work with creative, sales, and other relevant teams to develop effective campaigns and improve the customer acquisition journey. - Manage external agencies and ad-platform contacts where applicable, and keep up with platform changes and new growth opportunities. Requirements - 4–8 years of experience in performance marketing, with substantial hands-on experience managing paid acquisition campaigns. - Experience in a B2C healthcare business, preferably a healthcare product or service. Relevant experience in health, wellness, or similar consumer-facing categories is desirable. - Strong hands-on expertise in Meta Ads Manager, including campaign setup, optimisation, budget allocation, audience targeting, and performance analysis. - Proven experience managing significant monthly advertising budgets. - Strong understanding of lead-generation funnels, particularly those where leads are converted into paying customers through a sales or telecalling team. - Demonstrated ability to track and optimise CPL, CAC, lead quality, and lead-to-customer conversion, with a clear understanding of the commercial impact of campaign decisions. - Strong analytical skills, with the ability to interpret campaign data, identify performance gaps, and translate insights into actionable improvements. - A hands-on, ownership-driven approach, with the ability to independently manage campaigns and take accountability for performance outcomes.