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Location: Kolkata, India Employment Type: Full-Time Shift: Morning shift aligned to Australian time zones About Us We are a Melbourne-based home energy solutions company specialising in heat pump hot water systems, air conditioning, LED lighting, and solar & solar battery installations. All our products and services fall under Victoria's Victorian Energy Upgrades (VEU) government rebate program — making clean energy accessible and affordable for Australian homeowners. Our sales and marketing team operates from Kolkata, working closely with our Melbourne-based field and installation teams to deliver a seamless customer experience from first contact to completed installation. We’re building a lean, high-output growth team and this role is the first core hire for Paid Ads / Performance. Role Overview You will own the full paid lead-generation engine across Meta & Google—from strategy to execution to landing page conversion—ensuring we consistently generate high-intent leads at a profitable CPL, with tight tracking and strong lead quality. This is a hybrid role combining Media Buying + Performance Marketing: - Media buying: campaign builds, budgets, bidding, audiences, creative testing - Performance marketing: funnel conversion, landing page/Form optimization, attribution, lead quality feedback loops Key responsibilities 1) Paid acquisition (Meta + Google) - Build and scale campaigns across Meta Ads and Google Ads (Search/PMAX/Display/YouTube as relevant) - Own budget allocation across platforms, campaigns, geos, and offers - Audience strategy: cold prospecting, lookalikes, retargeting, exclusions, creative-to-audience matching - Bidding strategy & optimization: CPL, volume stability, quality signals, scaling rules 2) Funnel & conversion optimisation (CRO for lead gen) - Own landing page and form performance (with support from Web Dev + Designer) - Improve conversion rate via: offer framing, page structure, speed, trust elements, lead form flow, drop-off reduction - Build and run an A/B testing roadmap (creatives, angles, landing pages, form questions) 3) Measurement, tracking, and attribution (must be strong) - Implement/maintain tracking across: GA4, GTM, pixels, CAPI, conversion events, UTMs - Set up dashboards and weekly reporting (Looker Studio/Sheets) - Work toward closed-loop learning: correlate campaign signals with downstream sales feedback (lead quality → quote → conversion) even if your primary KPI is “lead generated” 4) Lead quality + sales enablement loop (Kolkata sales team) - Define/maintain what a “qualified lead” means (e.g., serviceable suburb, homeowner/eligibility, intent) - Collaborate with sales to reduce junk leads and increase contact rate + booked appointments - Improve speed-to-lead outcomes via routing, notifications, CRM hygiene, and lead enrichment ideas 5) Compliance & brand trust (critical for rebate-based products) - Ensure ads, landing pages, and messaging are compliant and not misleading (rebate language, eligibility claims, disclaimers, etc.) - Build trust-first creative: testimonials, comparisons, “how it works”, eligibility checks Success metrics (what “great” looks like) - CPL / Cost per Qualified Lead (CPQL) - Lead-to-contact rate, contact-to-quote rate (via sales feedback loop) - Landing page conversion rate - Volume stability at scale (not just “cheap leads” for 1 week) - Creative testing velocity (new angles/variants shipped weekly) - Tracking accuracy (event match quality, attribution reliability, clean UTMs) Required experience & skills - 3–7 years in performance marketing / paid media with hands-on ownership - Strong Meta Ads + Google Ads execution experience (lead gen preferred) - Proven ability to improve funnel conversion (landing pages/forms/CRO) - Strong analytics fundamentals: GA4, GTM, basic attribution, reporting rigor - Comfortable working with designers/devs and giving clear briefs - You operate like an owner: structured testing, documentation, and accountability - Experience in Australia Markets Nice to have (big plus) - Experience in local services / home improvement / high-ticket B2C (or similar lead gen) - Call tracking + offline conversion imports + CRM-based optimization - Experience building qualification systems (forms, pre-qual questions, conditional routing) - Copy instincts for direct-response ads (angles, hooks, objections) - Experience managing compliance-sensitive messaging Tools you should be comfortable with - Meta Ads Manager, Google Ads - GA4, Google Tag Manager - Looker Studio / Sheets (reporting) - Landing page tools (WordPress / Webflow / Unbounce—any is fine) - Basic creative review workflows (Figma/Canva/Adobe—collab mindset) If you are confident in your ability to perform in this role and meet the expectations outlined, we would welcome you to be part of our growing team and look forward to hearing from you.