The posting
About Wati
Started as a WhatsApp team inbox in 2020, Wati has evolved into an AI-powered customer engagement platform that goes beyond a single channel. Designed for businesses that sell, support, and grow through conversations, Wati observes customer intent in real time, decides the next best revenue action, and executes it across marketing, sales, and support — on WhatsApp, Instagram, Facebook, TikTok, SMS, and more.
Trusted by over 16,000 customers across 190+ countries, Wati simplifies complex operations and business conversations with a unified inbox, no-code automation, and our intelligent AI layer, Astra.
Proudly backed by Tiger Global, Sequoia Capital, DST Global, and Shopify, and recognised as a Premium Partner of Meta and Google.
About the role
As a Performance Marketing Lead at Wati, you'll own the strategy, execution, and optimisation of paid acquisition across Google Ads, Meta Ads, LinkedIn, and emerging channels globally.
You'll own performance end-to-end — from creative strategy, campaign setup and experimentation to landing page optimisation, budget allocation, and deciding what to scale, pause, or change. Your success won't be measured by lead volume alone, but by your ability to drive qualified pipeline, customers, and revenue while managing CAC efficiently.
This role is for someone who combines strong performance instincts, creative thinking, analytical rigour, and ownership — someone who stays close to the platforms, understands what drives B2B SaaS growth, and can quickly turn learnings into clear next actions.
What you'll do
- Plan, launch, and optimise paid campaigns across Google Ads (Search, PMax, Display, Demand Gen), Meta Ads (Facebook & Instagram), LinkedIn Ads, and other relevant channels across global markets
- Own paid acquisition end-to-end — from creative concepts and audience targeting to bid strategy, landing page experience, budget allocation, experimentation, and performance optimisation
- Drive performance beyond lead generation, connecting paid acquisition to qualified pipeline, customer acquisition, revenue, and CAC
- Own budget allocation and continuously make data-driven decisions on what to scale, pause, optimise, or change across campaigns, channels, audiences, and markets
- Develop and run structured experiments across creative, messaging, audiences, offers, landing pages, and campaign strategy to uncover scalable growth opportunities
- Monitor performance and proactively identify opportunities to improve CPL, CAC, conversion rates, pipeline efficiency, and overall marketing ROI
- Work closely with design and content teams to develop, brief, test, and iterate on ad creatives — bringing both strong creative judgment and performance data into the process
- Partner with Growth, Product, and relevant teams to continuously improve landing pages and the end-to-end conversion funnel
- Build and maintain performance dashboards and reporting that connect campaign performance with downstream business outcomes and surface clear, actionable insights
- Stay on top of platform updates, algorithm changes, beta features, and industry trends — and actively test new opportunities where they can improve performance
- Conduct competitor analysis and ad benchmarking to identify whitespace and inform campaign and creative strategy
- Support budget planning, forecasting, pacing, and spend management across platforms and markets
Requirements
- 5–7 years of hands-on performance marketing experience, ideally with a strong track record in B2B SaaS, technology, or a similar recurring-revenue business
- Proven experience running and scaling paid acquisition across international markets
- Deep hands-on expertise in Google Ads and Meta Ads — you understand campaign architecture, bidding strategies, audience mechanics, creative performance, and how to diagnose and improve results
- Strong understanding of the B2B acquisition funnel, with experience optimising beyond leads toward qualified pipeline, customers, revenue, and CAC
- Proven experience owning meaningful paid media budgets and making independent decisions on budget allocation, scaling, and optimisation
- Strong creative thinking — able to develop hypotheses, identify creative opportunities, write sharp briefs, and understand why certain messages and creatives convert
- Experience with landing page optimisation, conversion rate optimisation, and structured A/B testing
- Strong analytical skills — comfortable using GA4, HubSpot, Supermetrics, or similar tools to understand performance across the funnel
- Strong understanding of conversion tracking, UTM structures, attribution models, and pixel/tag implementation
- Strong reporting and communication skills — able to turn complex performance data into clear insights, decisions, and next actions
- Comfortable operating in a fast-paced, global environment with a high degree of ownership and autonomy
- Nice to have
- Hands-on experience with programmatic advertising
- Experience with LinkedIn Ads and other paid channels such as TikTok
- Experience with creator/influencer marketing campaigns and tracking
- Familiarity with WhatsApp Business API or messaging-first GTM strategies
- Hands-on experience with Looker Studio, Supermetrics, or similar reporting tools
- Knowledge of SEO and organic growth as a complement to paid strategy
- Experience running campaigns in Africa, LATAM, MENA, or SEA markets
- Tools you'll use
- Ad platforms: Google Ads, Meta Ads Manager, LinkedIn Campaign Manager
- Analytics & CRM: Google Analytics 4 (GA4), HubSpot CRM
- Reporting: Looker Studio, Supermetrics, Google Sheets
- Creative: Canva, Figma
- Tracking: Google Tag Manager, Meta Pixel, UTM frameworks
Benefits
Why Wati
- Ownership from day one — you'll run real campaigns with real budgets across global markets
- Fast-moving team that values data, creativity, and speed in equal measure
- Work on a product that's genuinely transforming how businesses communicate
- Competitive compensation, remote-first culture, and room to grow fast
- Direct exposure to senior leadership and a seat at the strategy table
