About the Role
Every booking on the company starts with someone deciding to try us for the first time. Currently, we are acquiring many of those first visits through various platforms such as Meta, Google, TikTok, and Snap across two markets, covering diverse verticals including home cleaning, salon & spa, and healthcare at home. Each vertical has its own economics, and there hasn’t been thorough scrutiny of these metrics.
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This position is both a hands-on operational role and a people-leadership role. You will engage directly with the ad accounts while leading a team of Performance Executives who will manage each vertical end to end. Your primary objective will be to reduce new-customer Customer Acquisition Cost (CAC) by 10-20% from the current baseline while maintaining flat or higher volume, with payback and repeat rates serving as indicators of the customers' value.
You’ll love this role if you:
- Enjoy constructing campaigns yourself and also find satisfaction in developing specialists' skills.
- Are skeptical of platform-reported Return on Ad Spend (ROAS) until verified against actual bookings.
- Think in terms of CAC, payback, and 90-day repeat rate and can manage all three when making budget decisions.
- Run tests weekly, document learning outcomes, and are open to the possibility that your own ideas may not always work.
- Prefer to control the budget allocation across channels, verticals, and markets, rather than simply executing another's plan.
What You’ll Own
- Drive down new-customer CAC at flat or higher volume, clearly defining a CAC ceiling for each channel.
- Manage budget allocation by creating a model that reallocates weekly based on marginal CAC and payback, rather than relying on past averages.
- Oversee day-to-day paid campaigns across Meta, Google, TikTok, Snap, and Apple Search Ads, including app install and in-app event campaigns.
- Scale new customer acquisition in KSA to comply with CAC ceiling while maintaining efficiency in UAE.
- Implement a creative testing system to ensure a stable flow of new concepts, with win rates tracked and briefs available for specialists.
- Ensure measurement accuracy using Meta CAPI, server-side GTM, GA4, and MMP data validated against backend bookings, including at least one significant incrementality test (geo holdout or conversion lift) on a major channel guiding budget decisions.
- Develop Performance Executives so that each owns a vertical independently and can confidently present its performance metrics.
- Collaborate cross-functionally with Business Development on growth targets, and with CRM, Product, and category teams on acquisition quality and supply constraints.
What Tells Us You’re the One
- You have successfully reduced CAC or scaled new customers while maintaining a fixed CAC target. Please provide details on the budget you managed, the target, and the results achieved.
- You can clearly articulate the link between budget decisions and business outcomes, and you've demonstrated this in presentations to finance or leadership.
- You possess over 5 years of experience in performance marketing, with at least 2 years managing a significant monthly budget on Meta and Google; however, results are prioritized over tenure.
- You have hands-on experience with ad accounts within the last two years, preferably in-house at a consumer app or marketplace focused on new customer acquisition and CAC, rather than just leads or ROAS alone.
- You actively manage your own tracking (CAPI, server-side GTM, GA4 or AppsFlyer/Adjust) and validate conversions against backend data to ensure sound decision-making.
- You are proficient in building reports using SQL or advanced Excel, enabling real-time analysis of CAC, payback, and distinctions between blended and marginal spend.
- You approach testing with formalized hypotheses, precise designs, and documented decisions based on results.
- You have managed or formally mentored two or more media buyers and acknowledge their contributions in discussions about results.
- Experience in the GCC region (UAE or KSA), proficiency in Arabic creative, understanding of Ramadan seasonality, or knowledge of home and on-demand service categories are advantageous but not essential.
Why Join Us
We pioneered the digitalization of the home services industry in the UAE in 2015 and currently operate the leading super app for home services in the GCC, with over 15 million bookings completed across 10+ cities, supported by more than 6,000 service professionals and 200+ full-time team members across various locations.
We are committed to delivering exceptional service to our customers, ensuring fair and valuable relationships with our partners, improving the lives of our professionals, and fostering an environment where our employees can excel. This is not merely a slogan; it sets the standard for our operation.
Join us on this journey to become #everydaybetter together.
