Associate Director Performance Marketing

Codeyoung is a global ed-tech company running live, 1:1 online classes for kids aged 5-17 across the

US, Canada, UK, and Australia. We teach coding, math, English, science, robotics, and financial literacy

through handpicked mentors (less than 1% of applicants make it through) on a platform that brings

learning, practice, and evaluation into one place.

The role

You will own the numbers across performance marketing and affiliates - end to end. Meta first.

Google and TikTok next. Affiliates as a portfolio play. Every dollar of paid spend, every CAC, every

ROAS curve, every creative test, every funnel step from impression to enrolled student - you own it.

You'll inherit a capable team and a working machine. Your job is not to rebuild it. Your job is to lead

it, level it up, and push the numbers further than they've gone before - without breaking

the unit economics.

What you'll own

Meta (FB / IG / WhatsApp) - Hold ROAS while scaling spend 2-3x in international markets.

Google Ads - Search, YouTube ads, Performance Max. Currently small; build it into a

meaningful contributor.

TikTok Ads - early channel with international upside. Scale it without burning learnings from

Meta.

Affiliates - partner program ownership. Recruitment, commercials, payouts, performance.

The team - 5-10 people across paid and affiliates. Hire, coach, retain, and stretch them.

The P&L - CAC, ROAS, payback, channel mix, budget allocation across US / Canada / UK /

Australia.

The creative engine - brief quality, hook diversity, testing cadence, winners-to-scale flow.

You won't write every brief, but you'll set the bar.

The funnel - landing pages, demo booking flow, lead-to-demo-to-enroll conversion. Partner

with product and sales to fix friction.

Attribution and reporting - clean numbers, clear dashboards, weekly read-outs to

leadership.

What success looks like at 6-12 months

Meta scaled 2-3x at flat or improved ROAS in international markets.

Google and TikTok each contributing meaningfully - no longer rounding errors.

Affiliates running as a predictable, ROI-positive channel with a real partner pipeline.

Creative testing and LP/CRO motion is a system, not a series of one-off pushes.

Your team is shipping faster, debating better, and known internally as the sharpest pod in

marketing.What We're looking for :

Must-haves

7+ years in performance marketing, with the last 2-3 years owning numbers (not just running

campaigns).

International market experience - you've scaled paid in the US, UK, Canada, or Australia.

You know what a $40 lead vs a $400 lead means and how to engineer the difference.

High-CAC, considered-purchase background - ed-tech, fintech lead-gen,

insurance, healthtech, or similar. You understand demo-to-enroll motions, not just one-click

checkout.

Meta-first - deep, hands-on Meta ads expertise. You can read account structure, diagnose a

CBO problem, and call a creative fatigue inflection in your sleep.

Budget scale - you've owned monthly spends of 10-15 cr+ (or USD equivalent ~$1.2-

1.8M/month) and know how account behavior changes at that scale.

Creative strategy + brief-writing - you have a POV on hooks, angles, and formats. You write

briefs that creative teams actually want to make. You run testing frameworks, not vibes.

Funnel and LP / CRO ownership - you've owned LP testing, booking flow optimization, lead-

to-demo conversion. You don't stop at the click.

Team leadership - you've managed perf marketers, hired them, and made them better.

We will not consider

Agency-only backgrounds without in-house P&L ownership.

India-only experience (no exposure to US/UK/CA/AU CACs and creative norms).

Brand-leaning marketers who managed perf "from a distance."

D2C ecom-only profiles with no lead-gen / considered-purchase experience.

Nice-to-have

Ed-tech experience (B2C, parent/learner audience).

Fluency with MMPs, GA4, server-side tracking, MMM.

SQL or BI tool fluency - you can pull your own numbers.

Affiliate program experience.

How we work

Bangalore office, hybrid (3-4 days in office expected for this role).

You'll work directly with the CGO. No layers, no committee.

Marketing peers: brand/content lead, lifecycle/CRM lead. Cross-functional partners: product,

sales, mentor ops.

We move fast. We stand behind every claim we make. We don't sell what we can't deliver.

Most people are taught to learn. At Codeyoung, we teach people to build. We are a fast-scaling global EdTech company, founded by IIT graduates, impacting 50,000+ learners across 15+ countries. But this is not just about scale.This is about changing how the next generation thinks, solves, and creates

Meta ads, US Market