Lead - Performance Marketing

About the role

You will own top of funnel for Ambak's direct business: every rupee of paid media across Meta, Google, and social, and the influencer engine we are building alongside it. This is not e-commerce performance marketing. A home-loan lead takes days to qualify and weeks to disburse, the ticket is the largest loan of a customer's life, and nobody impulse-buys a mortgage off a Reel. Cheap leads are everywhere here - qualified intent is the scarce thing. You will be judged on leads that become logins and logins that become disbursals, not on a CPL screenshot. You report to the D2C Business Head and work daily with creative, tech, and the calling floor.

What you'll own

• Own the media plan. Budgets, allocation, and pacing across Meta and Google. Meta is already delivering leads at a fraction of Google's cost per lead - where the next rupee goes is a live, open question, and it will be yours to answer with data.
• Own lead quality, not just CPL. Today roughly 7 out of 100 leads qualify. A Rs 90 lead that never qualifies costs more than a Rs 400 lead that does. You optimize to qualified leads and logins, and you say so in every review.
• Build the creative engine. A weekly pipeline of testable themes - rate-audit hooks, switch-myth busters, vernacular variants - with a real experiment framework: hypotheses, kill criteria, and the discipline to scale what wins and bury what doesn't.
• Build influencer marketing from zero. Pick the creators, write the briefs, structure whitelisting and partnership ads, and track it to leads - not views. In a category built on distrust, a trusted face explaining check what rate you're actually paying outperforms a banner. You'll prove it.
• Plan two months ahead. Lead-to-disbursal runs longer than a month, so September's spends are November's disbursals. You plan ToF and creative capacity on that clock, not this week's dashboard.
• Instrument the funnel. One view from ad impression to disbursal - by channel, theme, and campaign - so we know which rupee produced which loan.

What we're looking for

• [4-7] years running performance marketing with real budget ownership, and a number you personally moved. Fintech or lending helps; any high-consideration, long-cycle category helps more than pure D2C.
• You have run, or deeply studied, creator-led and whitelisted ads - and you can argue both sides of when they beat brand-handle ads.
• You have creative judgment. You can look at a hook and say why it will or won't stop the scroll, and you can brief a designer without a brand book.
• You run your own analysis. Sheets, SQL, platform exports - we don't care which. You never wait on an analyst to tell you what your campaign did.
• You write clearly, you default to action, and that's the agency's job is not a sentence you say.

Why Ambak

• A real problem at real scale: Rs 1,300 Cr in monthly disbursals, 50+ lending partners, and a category - home finance - that India agrees is broken and nobody has fixed.
• A real seat: the channel, the budget, and the creative strategy are yours to set. Zero-to-one, with the founders in the room.
• Coaching is how we manage. Difficult questions will be direct.
• We are far more worried about people not daring than about them failing.
• Backed by Peak XV and Z47, building the mortgage infrastructure India actually deserves.