Head of Digital Performance

Praava Health

Praava Health

Posted on Friday, September 15, 2023

The Head of Digital Performance plays an active role in the formulation of the business/brand’s growth strategies through ROI-based consumer approaches and data-driven acquisition strategies through social channels. He develops effective performance management arrangements that support the achievement of the business’s overall targets, goals, and objectives. careers@praavahealth.com

Key Responsibility Areas:

  • Plan and execute all digital marketing, including SEO/SEM, marketing database, email, social media and display advertising campaigns
  • Design, build and maintain our social media presence
  • Lead and develop a team of digital performance channel executives and managers to deliver ongoing campaigns and drive performance
  • Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs)
  • Identify trends and insights, and optimize spend and performance based on the insights
  • Brainstorm new and creative growth strategies
  • Plan, execute, and measure experiments and conversion tests
  • Collaborate with internal teams to create landing pages and optimize user experience
  • Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points
  • Instrument conversion points and optimize user funnels
  • Collaborate with agencies and other vendor partners
  • Reporting and KPI monitoring
  • Evaluate emerging technologies. Provide thought leadership and perspective for adoption where appropriate
  • Conduct research and analyses on large and complex data-sets in order to realize appropriate strategies and solutions for our products in digital channels
  • Perform A/B tests and devise strong hypothesis on how to improve campaign or key KPI performance (CAC, CPC, CTR etc)
  • Responsible for annual, monthly and quarterly digital marketing planning and budget allocation
  • Work closely and collaboratively with the Business Insights team, Marketing, Operations and Medical Services team to devise and execute campaigns that deliver against our strategic objectives.
  • Ensue a rigorous quality assurance process is implemented on all campaigns to ensure that brand identity is adhered to.


  • BS/MS degree in marketing or a related field
  • Solid knowledge of website analytics tools (e.g., Google Analytics, NetInsight, Omniture, WebTrends)
  • Working knowledge of ad serving tools (e.g., DART, Atlas)
  • Working knowledge of HTML, CSS, and JavaScript development and constraints


  • +7 years of experience working in a performance marketing position in a business within a fast paced and dynamic market environment, preferably as a Senior Performance Marketing Manager.
  • Proven and successful track record of leading a cross functional team from the beginning to the end of a project, achieving challenging targets and standards.
  • Proven experience in managing both offline and online marketing programs and successfully delivering improvement in a business’s marketing performance, especially leading and managing SEO/SEM, marketing database, email, social media and/or display advertising campaigns
  • Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate
  • Experience in optimizing landing pages and user funnels
  • Experience with A/B and multivariate experiments
  • Experience in setting up and optimizing Google Adwords & Facebook campaigns

Technical Skills/Knowledge:

  • Strong analytical skills and data-driven thinking
  • Up-to-date with the latest trends and best practices in online marketing and measurement
  • Extremely proficient in Ms Excel, Ms Word, and PowerPoint
  • Extremely proficient with, analytics tools such as Klipfolio, PowerBI, Tableau etc,
  • Familiarity with agile methodologies a bonus

Behavioral Competencies:

● Growth mindset

● Influencing and networking skills

● Outstanding communicator

● Attention to detail

● Ability to simplify

● Sense of humor

● Can-do attitude

● Life-long learner

● Motivator

Interpersonal Skills:

  • Self-starter with a patient-centric mindset
  • Needs to have exceptional problem solving skills, be self-motivated and inspire the same in others, be proactive and thirsty for knowledge
  • Ability to prioritize and meet deadlines even when working on multiple projects, be brave in going for informed experimentation
  • Needs to have a knack for delivering results, and display calmness and composure under stress and in uncertain situations.
  • Careful attention to detailed delivery, applying well-organized, logical approach.
  • Growth mindset, open-minded and happy to receive feedback