Performance Marketing Lead

Performance Marketing Lead

At Plus Fantech, we are developing the Yandex Plus multi-subscription — a unified access for users to Kinopoisk, Yandex Music, and Yandex Books. We also create additional opportunities through transactional services Yandex Afisha and Plus Gaming. The central Growth team of Yandex Plus is responsible for the growth of the multi-subscription, and we are looking for a lead for the performance direction to join it.

You will join Growth and, using performance marketing, attract paying users to products such as Kinopoisk, Yandex Music, Yandex Books, Yandex Afisha, and Plus Gaming.

What tasks await you

Finding growth points for the Yandex Plus multi-subscription You will constantly search for growth points for the Yandex Plus multi-subscription using content services (Kinopoisk, Music, Books) and transactional scenarios of Yandex Afisha and Plus Gaming.

Developing a portfolio traffic acquisition strategy You will manage budgets between services and channels, search for opportunities for incremental growth of the multi-subscription, and minimize cannibalization between applications and campaigns.

Experiments and analytics You will launch A/B tests of creatives and landing pages, funnel splits (vertical → Plus vs. directly to Plus), as well as geo- and uplift tests to honestly measure the contribution of campaigns to subscriptions and LTV. Together with Growth team analysts and product teams, you will set up tracking, attribution, and dashboards for key metrics.

Managing a team of performance managers You will formulate and defend a strategy for a quarter, half a year, or a year, prioritize hypotheses considering their impact and required efforts, ensure transparency of goals and results for Growth and stakeholders in the "Plus" business unit and entertainment services.

Cross-service coordination You will closely collaborate with product teams of the services, Growth analysts, and the brand marketing of Fantech to synchronize funnels, offers, and communications around the Plus multi-subscription.

We expect you to

• Have led a performance direction and a team of 3–5+ performance managers: set goals, built acquisition strategy, prioritized hypotheses, and were responsible for results in subscriptions and revenue
• Have at least three years of experience in digital marketing or user acquisition, including with subscription or regularly paid services: entertainment, gaming, fintech, and others
• Have in-depth knowledge of performance acquisition (mobile + web) focused on ROI and payback in key channels: Yandex Direct, VKontakte, MyTarget, Telegram network, know programmatic inventory, and can work under restrictions on foreign platforms
• Have experience with subscription funnels: onboarding, paywall, trial → paid, renewal, reactivation, subscriber retention
• Can calculate and interpret CAC/CPA, LTV, cohorts, marginal ROMI, and payback period, have made decisions on scaling and shutting down channels based on unit economics and incrementality, not just last-click attribution
• Have worked with products that combine subscription and transactions: tickets, in-app purchases, additional options, understand how these models complement each other
• Understand how development and product analytics work: can formulate requirements for events, A/B tests, and changes in funnels together with product and analysts without directly managing their teams
• Possess strong leadership qualities: can set direction, negotiate with product and business, maintain a balance between rapid growth and sustainable economics