Role & responsibilities

Acquisition, end-to-end

- Performance marketing across Meta, Google, and emerging channels, with an explicit mandate to cut single-platform dependence
- ASO and organic pull, so growth isn't 100% spend-led
- Influencer marketing and channel mix decisions across four audiences that don't look alike
- High-volume, vernacular-first creative testing an iteration engine, not a monthly campaign calendar
- CAC optimization as an ongoing discipline, not a one-time fix continuously testing channel mix, bidding strategy, and creative to bring CAC down without starving volume

Funnel and experimentation

- Building and owning the full product and marketing funnel — awareness through acquisition, activation, trial, paid conversion, and win-back
- Running a structured, high-velocity experimentation engine across funnel stages: pricing tests, paywall placement, onboarding flows, creative-to-landing-page match
- Bringing genuinely recent growth plays to the table, not just optimizing what already exists

Monetization mechanics

- Pricing, packaging, trial design, paywall placement, autopay mandate economics, and win-back
- The line between ad promise and in-app delivery — if the hook oversells, trial-to-paid conversion and trust both break, and that's your problem to prevent

Money and people

- Marketing budget allocation across four businesses with different LTV curves — deciding where the next rupee and the next hire go is a live judgment call, not a formula
- Building and running a multi-function team: performance marketing, lifecycle/CRM, creative, ASO, growth analytics

The rigor underneath it

- Blended and channel-level ROAS, M0-to-payback visibility, and CAC/payback targets set by product and category — a single blended number tells you nothing across four different businesses
- Incrementality and attribution done properly — MMM plus platform data, not last-click
- Compliant,



resilient account structures and creative guidelines for categories that get scrutinized hard — personal finance-adjacent and matrimony traffic doesn't survive lazy account hygiene

Preferred candidate profile

- 5+ years of relevant growth marketing experience, with a track record you can walk through in detail — not just describe at a high level
- You've owned a revenue P&L; before, ideally in a subscription business — not just a spend budget or a ROAS target someone else set for you
- Experience scaling a business to 200–300 Cr+ in annual revenue, or managing a business generating 8–10 Cr+ in monthly revenue — you've operated at a scale where the trade-offs are real and the margin for error is thin
- Strong, hands-on expertise in CAC optimization and performance marketing — you can walk through exactly how you brought CAC down while protecting volume and quality
- Proven ability to build and optimize product and marketing funnels end to end, with a bias toward experimentation — you treat the funnel as something to be continuously rebuilt, not a fixed pipe you pour spend into
- You've run growth across more than one product or business line at once, and made real trade-off calls between competing bets with a shared budget
- You know India consumer subscription mechanics cold: UPI autopay/e-mandate economics, low-ARPU high-volume funnels, vernacular creative at scale — this isn't a market you're learning on the job
- Experience in subscription-based business models is strongly preferred — you understand content/subscription LTV curves, churn, and win-back dynamics specifically
- You're fluent in ad-platform policy and account health, and have built compliant creative guidelines and resilient account structures for a regulated or heavily scrutinized category (fintech-adjacent, matrimony, health, etc.)
- You can talk unit economics without notes: CAC, payback period, cohort LTV, blended and channel ROAS, and the MMM/attribution stack underneath them
- You've built a marketing org, not just operated inside one — hiring, structuring, and managing performance/CRM/creative/ASO/analytics functions
- You have a real network across ad platforms, agencies, and creative supply that you can activate in month one, not month six

📌 Director - Growth & Subscription Revenue (Karnataka)
🏢 Lokal
📍 Karnataka