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.