Key Responsibilities & Marketing Expertise

This role owns lead generation and revenue enablement end-to-end- across paid, organic, AI-driven, and offline/community channels. Responsibilities and the expertise required to execute them are combined below.

Paid, Performance & AI-Driven Marketing

- Build and own a high-quality, high-volume lead generation engine across paid and organic channels- with campaigns live and leads flowing from Day 3, not after a ramp-up period.
- Plan, execute, and continuously optimize paid campaigns on Google Ads (Search, Performance Max, Display, YouTube) and Meta Business Suite (Facebook & Instagram), using AI-assisted bidding and optimization (Smart Bidding, Advantage+) to accelerate results.
- Use AI tools for content and creative production (e.g. ChatGPT/Claude for copy and briefs, AI creative/image tools for rapid ad-creative iteration) and AI-powered SEO tools (SurferSEO, Clearscope, SEMrush AI, Ahrefs) to move faster than a manual workflow allows.
- Apply AI-driven personalization and energetic creative optimization (DCO) to tailor ads and landing pages by audience segment, and use predictive analytics for lead scoring, LTV estimation, and budget allocation across channels.
- Explore conversational AI and chatbot-led lead capture (website chatbots, WhatsApp/Meta AI assistants) as an additional acquisition and qualification channel.

Organic Visibility - SEO & GEO

- Own organic visibility- SEO (technical, on-page, and content-led)- to build sustainable, non-paid ranking growth, in a channel that currently has minimal organic lead flow and needs to be built up largely from scratch.
- Build visibility for AI-driven search and answer engines through GEO / AEO (Generative & Answer Engine Optimization)- e.g. Google AI Overviews, ChatGPT, Perplexity- as a forward-looking complement to traditional SEO.

Webinars, Events & Community-Led Lead Generation

- Own webinar-led lead generation end-to-end as a dedicated pipeline channel: identify relevant topics and speakers, plan and execute a promotion strategy (email, paid, organic, partner channels) to drive registrations, run the live session logistics, and build a structured post-webinar nurture sequence that converts attendees into MQLs/SQLs and tracks through to closed revenue.
- Represent the company at relevant industry associations, trade bodies, workshops, conferences,



and seminars - building brand visibility, networking-led lead generation, and partnership opportunities, and evaluating sponsorship or speaking slots for ROI.

Content, Channels & Brand

- Drive strong copywriting and content marketing- landing pages, ad copy, email sequences, and short-form content.
- Run email marketing and marketing automation (drip campaigns, nurture sequences, segmentation) using tools such as HubSpot, ActiveCampaign, or similar.
- Build video and short-form content strategy (Reels/YouTube Shorts/creator-led/UGC-style ads), WhatsApp marketing and conversational commerce (high relevance for the Indian market), and influencer/affiliate/referral marketing where they add pipeline.
- Maintain brand positioning and messaging discipline- performance creative should stay on-brand, not just high-converting.
- Explore account-based marketing (ABM) for targeted B2B pipeline building where relevant.

Qualification, Testing & Funnel Ownership

- Design and manage lead qualification mechanisms (lead scoring, MQL/SQL definitions, routing to sales) in partnership with the sales team.
- Run structured A/B tests across creatives, landing pages, audiences, and bidding strategies; institutionalize a test-and-learn culture.
- Own the full performance funnel and report on CAC, ROAS, CPC, CPL, CTR, conversion rate, and LTV:CAC- and critically, on pipeline value and revenue generated, since lead volume alone is not the goal.
- Manage CRM and pipeline hygiene, with close, closed-loop collaboration with sales on handoff and conversion tracking.

Team, Infrastructure & Stakeholder Management

- Set up and manage ad accounts, tracking, tagging, and attribution infrastructure (GA4, Google Tag Manager, Looker Studio or equivalent) independently, from zero — no dependency on external agencies for core execution.
- Recruit, lead, and mentor a small performance marketing team (or individual contributors initially), setting clear goals and accountability.




- Partner closely with the VP – Sales & Marketing on budget planning, channel mix, vendor/agency negotiation, MarTech stack evaluation, and pipeline and revenue forecasting.
- Stay ahead of platform and algorithm changes across Google, Meta, and emerging AI-search surfaces, and maintain a genuine habit of testing recent AI marketing tools as they emerge.

Must-Have Qualifications

- 5–8 years of hands-on experience in performance marketing and lead generation, with a track record of building or scaling acquisition engines from the ground up.
- Proven, mandatory expertise in Google Ads (Search, Display, Performance Max, YouTube) — direct account management experience, not agency-managed oversight.
- Strong working knowledge of SEO (technical + on-page + content) and emerging GEO practices.
- Deep fluency with core performance metrics: CAC, ROAS, CPC, CPL, CTR, conversion rate, and funnel economics- able to build and defend the math, not just quote the acronyms.
- Advanced, day-to-day proficiency with Google Ads Console and Meta Business Suite.
- Demonstrated experience designing and running A/B tests (creative, landing page, audience, bid strategy) with statistically sound conclusions.
- Experience building lead qualification frameworks and working cross-functionally with sales on handoff, conversion, and revenue attribution.
- Track record of using webinars, events, or community channels as a genuine revenue-generating lead source, not just an awareness activity.
- A blend of startup rigor (speed, ownership, resourcefulness) and enterprise/MNC exposure (process, scale, reporting discipline) is strongly preferred.
- Prior experience leading or mentoring a team, even a small one.
- Bachelor's degree required; MBA or equivalent in Marketing/Business is a strong plus.

Good to Have

- Experience with marketing analytics and attribution tools (GA4, Google Tag Manager, CRM/marketing automation platforms such as HubSpot or similar).
- Working knowledge of SEM beyond Google — Bing Ads, programmatic, or LinkedIn Ads for B2B lead generation.
- Familiarity with CRO (conversion rate optimization) tools such as Hotjar, VWO, or Google Optimize successors.
- Exposure to B2B SaaS or marketplace business models.
- Basic understanding of marketing-qualified data hygiene and compliance (consent, DPDP/GDPR awareness) in lead capture.

📌 Marketing Manager (Jaipur)
🏢 Growth Grids
📍 Jaipur