ABOUT BORDERPLUS

BorderPlus is a tech-first global talent mobility platform. We help Indian and Central Asian healthcare workers build careers abroad across Germany, Japan, and the Gulf, with structured training, language preparation, and direct employer placement. Over 400 nurses are placed in Germany, with 80+ hospital and care-home partners. Real pathways. Real outcomes.

ROLE OVERVIEW

This is not a seat for someone who only runs ads. You will own the acquisition engine that fills our programs across multiple countries, languages, and candidate mindsets. A nurse in Kerala weighing a move to Germany and a nurse in Tashkent evaluating a Gulf contract are not the same buyer, and neither behaves like an e-commerce shopper.

You start with a focused set of campaigns and scale into more accounts and channels as performance proves out. The metric that matters is not headline cost-per-lead. It is cost per qualified, reachable candidate, so you will be judged on what happens after the form fill.

KEY RESPONSIBILITIES

Own paid acquisition end to end. Plan, launch, and optimize Meta lead-generation campaigns across corridors

Build corridor-specific funnels. Germany, Gulf, and Japan candidates convert on different messages and different channels. Design and maintain distinct playbooks rather than one campaign stretched across markets.

Optimise for lead quality, not lead volume. Track leads through to reachable, qualified, and enrolled. Diagnose where quality breaks and fix it upstream in targeting, creative, or form design.

Run a continuous creative testing engine. Brief, test, and iterate on creative and copy based on performance data.



Use AI and automation tooling to increase testing throughput.

Diagnose the full funnel and report on it. Read drop-offs across impression, click, form, contact, and qualification. Form a hypothesis, run the test, act on the result, and own the weekly performance review.

Expand into new channels. Telegram, WhatsApp, Google, and whatever else opens up as we enter recent markets. You will help decide what is worth testing.

WHAT YOU NEED

24 years hands-on Meta Ads Manager. You personally built and optimised the campaigns. Briefing an agency does not count.

B2C lead generation in a high-consideration category. Education, study-abroad, overseas placement, healthcare, real estate, fintech, or insurance. You understand a decision that takes weeks and involves the candidate's family. Pure e-commerce or impulse-purchase backgrounds are not a fit.

Genuine analytical depth. You can look at a funnel, form a hypothesis about why it is underperforming, and act on it. Reading dashboards is not the same as diagnosing them.

Creative judgement. You can tell why an ad is not converting, not only that it is not converting.

Ownership and pace. Comfortable holding targets independently, reporting directly to the founder, and moving without layers of approval.

GOOD TO HAVE

Experience running multiple ad accounts, products, or geographies in parallel

Exposure to non-English ad markets or regional-language creative

WhatsApp, Telegram, or conversational-funnel campaigns, and lead-form CRO

Familiarity with AI or automation tools for creative scaling and campaign workflows

📌 Performance Marketing Specialist (Mumbai)
🏢 Bpluscareer
📍 Mumbai