Lead, Performance Marketing

About Tricog Health

Tricog Health is a B2B Integrated MedTech company with 400+ employees operating across 12+ countries, including India, Malaysia, the Philippines, and Kenya. Tricog specialises in AI-powered cardiac diagnostics, enabling hospitals, clinics, and diagnostic labs to deliver faster and more accurate cardiac care. Tricog's technology platform connects diagnostic devices with cardiologists and clinical AI to enable real-time, life-saving decisions. Tricog operates at the intersection of clinical expertise, technology, and healthcare access. The company is on a mission to make quality cardiac care accessible, scalable, and affordable across emerging and developed healthcare markets.

About the Role

The Director of Performance Marketing will own Tricog's digital acquisition and demand generation engine (both in India and internationally, for B2B and B2C segments). This is a senior, high-ownership role that sits at the intersection of data, strategy, and execution, with direct accountability for marketing-sourced pipeline and revenue growth.

Responsibilities

Performance Marketing Strategy and Budget Ownership

• Define and drive the end-to-end performance marketing strategy aligned with B2B and B2C acquisition, lead generation, and revenue pipeline goals across India and global markets
• Own and manage annual performance marketing budgets with clear ROI frameworks and channel-level accountability
• Set measurable KPIs, including CAC, ROAS, CPL, and MQL-to-SQL conversion rates, and report against them to senior leadership
• Bring a strong understanding of B2B healthcare buyer journeys and translate them into channel and messaging strategies

Paid Media and Digital Channel Management

• Lead strategy and hands-on oversight across paid digital channels: Google Ads, Meta, LinkedIn, and healthcare-specific platforms
• Drive continuous performance improvement through A/B testing, audience segmentation, and bid strategy optimisation
• Identify, evaluate, and pilot emerging channels relevant to MedTech audiences
• Ensure creative and messaging are optimised for performance, not just brand alignment

Demand Generation and Pipeline Development

• Design and execute integrated demand generation programs that feed a qualified sales pipeline
• Build and manage Account-Based Marketing (ABM) initiatives targeting hospital chains, diagnostic networks, and healthcare institutions
• Partner closely with Sales and Business Development to strengthen MQL-to-SQL conversion and close the feedback loop on lead quality
• Own lifecycle marketing programs that nurture leads across long sales cycles

Analytics, Attribution, and Reporting

• Build and maintain dashboards that track campaign performance, funnel health, and budget utilisation in real time
• Develop and maintain accurate attribution models across channels to inform investment decisions
• Translate performance data into clear, actionable insights and present findings to leadership and the founders
• Use data to make fast, confident course corrections, not just periodic reviews

Team Building

• Hire, mentor, and scale a lean but high-performing performance marketing team
• Drive capability building within the team across analytics, paid media, and marketing operations

Cross-functional and Regional Collaboration

• Work closely with Inside Sales, Content, and Brand Marketing to ensure consistency and quality across all paid and performance channels
• Collaborate with CRM and Sales teams to optimise lead nurturing workflows and lifecycle triggers.

Competencies

Technical and Functional

• Deep expertise in performance marketing with a proven track record in MedTech, HealthTech, or enterprise SaaS environments
• Strong command of paid channels, including Google Ads, Meta Ads, LinkedIn Campaigns, programmatic platforms, and retargeting tools
• Proficiency in marketing automation platforms such as HubSpot
• Hands-on experience with analytics and reporting tools, including Google Analytics, Looker Studio, or Tableau
• Experience managing multi-country or multi-region digital campaigns with localisation requirements

Leadership and Behavioural

• Strategic and execution-oriented: able to think long-term and act with urgency in the near term
• Ownership mindset: measures success by business outcomes, not marketing activity
• Strong cross-functional influencer: can align Sales, Product, and Leadership without formal authority
• Clear communicator: translates complex data and campaign logic into sharp, executive-level narratives
• Comfortable with ambiguity and the pace of a scaling startup environment

Preferred Background

• Minimum five years of progressive experience in digital and performance marketing
• Prior experience in a MedTech, HealthTech, or healthcare technology company is strongly preferred
• Experience working in a compliance-heavy or regulated industry context is a plus