Performance Marketing Lead

About us

We're Novelty Wealth - a seed-funded fintech building a subscription-based wealth app for India. We're rethinking how Indians grow their money: less noise, more outcomes. Small team, founder-led, moving fast.

The role

You'll own performance marketing end-to-end and build the function from here. That means strategy, spend, channels, creative direction, attribution, and the team. You'll report directly to the founder and have a real seat at the table on growth decisions - not just a media buyer, a builder.

This is a hands-on lead role. You'll still be in Ads Manager when it matters. But you're also the person who decides what good looks like, hires the team that gets us there, and tells the founder when we're wrong.

What you'll own

• The full paid acquisition engine across Meta, Google, YouTube, ASO, and emerging channels - wherever paying subscribers come from
• CAC, payback period, and LTV/CAC as your north stars - not vanity installs
• Creative strategy and the briefing loop with design, content, and UGC partners
• The measurement stack - MMP (AppsFlyer), product analytics (Mixpanel), and attribution sanity
• Hiring and growing the performance team as we scale spend
• Monthly budget planning, forecasting, and reporting to the founder and board

What we're looking for

• 8+ years in performance marketing, with meaningful time inside a B2C app-based wealth/fintech business in India - this one is non-negotiable. You understand RBI/SEBI guardrails, app-install economics, and what it takes to convert a screen-tapper into a paying subscriber.
• A track record of scaling paid spend efficiently against subscription or paying-user metrics - not just installs or signups
• Comfort with the full funnel: acquisition → activation → first paid conversion → renewal
• Sharp on creative - you can tell a great hook from a mediocre one and brief accordingly
• Analytical chops: cohort thinking, incrementality, attribution debates, SQL or advanced sheets
• You've managed people and want to keep doing it

Bonus points for early-stage experience, or having built a performance marketing function from 1 → 10.

Comp & perks

• Competitive cash + meaningful ESOPs
• Direct line to the founder and full ownership of the function
• Small team, real impact, no theatre

How to apply

Hit Apply on LinkedIn, or send a note + your best growth story to . Tell us about a campaign or strategy you'd point to as your proudest work, and what the numbers were.