Role Overview

JSW One is looking for a Lead Digital Marketing to own and integrate four growth engines — social media, Performance Marketing, Organic Growth, and Customer Lifecycle Management (CLM) — across web and mobile platforms. This role is pivotal in building a full-funnel digital marketing ecosystem that drives engagement, high-quality user acquisition, app adoption, and repeat transactions across our diverse MSME customer base.

The ideal candidate combines creative brand instincts with performance rigor — comfortable running paid acquisition on Google and Meta, scaling organic and SEO-led growth, building an engaged social community, and orchestrating automation-led lifecycle journeys using tools like MoEngage, Gupshup, and Salesforce Sales Cloud — with clear dashboards and attribution across every stage of the funnel.

Key Responsibilities

1. Performance Marketing

- Plan, execute, and scale paid acquisition campaigns across Google Ads (Search, UAC, Display, YouTube), Meta, LinkedIn, and programmatic/affiliate channels.
- Own budgets, bidding strategies, and channel mix optimization to hit CAC, ROAS, and lead-quality targets.
- Run continuous creative and landing page experimentation (A/B and multivariate) to improve CTR, CVR, and cost efficiency.
- Set up conversion tracking, attribution (multi-touch, app + web via MMPs like AppsFlyer/Branch), and audience pipelines for retargeting and lookalikes.
- Partner with inside sales and field teams to close the loop between paid leads and real-world conversion quality.

2. Organic Growth (SEO & Content)

- Own the SEO roadmap — technical SEO, on-page optimization, keyword strategy, and authority building — for web and app store (ASO).
- Build a content engine (blogs, guides, videos, category pages) targeting high-intent MSME, construction, retail, and manufacturing queries.
- Grow non-paid acquisition channels: organic search, direct, referral, WhatsApp communities, and email subscriber bases.
- Improve organic funnel metrics: rankings, organic traffic, organic lead share, and content-assisted conversions.
- Collaborate with Product and Engineering on site speed, crawlability, structured data, and app store optimization.

3. Customer Lifecycle Management & Marketing Automation





- Design full-funnel automated journeys across stages: lead > install > order > repeat > retain, integrating online and offline journey legs.
- Build mobile-first journeys using email, WhatsApp, RCS, SMS, Messenger, and in-app push through tools like MoEngage, Gupshup, Zapier, and Salesforce Sales Cloud.
- Build trigger-based workflows using behavioral, transactional, and CRM signals for dynamic targeting and personalization.
- Drive micro-segmentation by channel preference, purchase frequency, RFM scores, and app/web behavior, with multi-language and regional personalization.
- Drive lead scoring, drop-off recovery, and personalized nudges through automation logic to reduce churn and grow repeat rates.

4. Social Media Management

- Own the social media strategy, calendar, and execution across Instagram, LinkedIn, Facebook, YouTube, and X for brand and product storytelling.
- Build platform-native content formats (reels, carousels, shorts, live sessions) tailored to MSME, contractor, retail, and manufacturing audiences.
- Drive community engagement, influencer/creator collaborations, and employee advocacy programs to amplify organic reach.
- Manage social listening, ORM (online reputation management), and response SLAs in coordination with customer support.
- Track engagement, follower growth, share of voice, and social-to-funnel conversion metrics.

5. Analytics, Experimentation & Cross-Functional Enablement

- Build unified dashboards covering paid, organic, social, and lifecycle performance for leadership visibility.
- Work with Data teams to set up event tracking, cohort analysis, and multi-touch attribution across channels.
- Run a rigorous experimentation program across creatives, messages, subject lines, CTA timing, and channel routing.
- Collaborate with Product, Growth, Inside Sales,



and regional/vertical sales teams (Construct, Retail, MFG) to tailor interventions by business.
- Standardize playbooks and best practices from industry leaders in digital, mobile, and lifecycle marketing.

Required Experience & Skills

- 8–12 years of experience across digital marketing, spanning performance marketing, social media, organic growth, and lifecycle/CRM marketing.
- Hands-on expertise in:
- Paid platforms: Google Ads, Meta Ads Manager, LinkedIn Ads; MMPs like AppsFlyer/Branch
- Automation & CRM: MoEngage, Gupshup, Zapier, Salesforce Sales Cloud
- Channels: WhatsApp Business API, RCS, SMS, email orchestration, in-app push
- SEO/Analytics: GA4, Google Search Console, SEMrush/Ahrefs, ASO tools
- Proven experience designing and executing mobile-first funnels with attribution, personalization, and ROI tracking.
- Solid command of funnel metrics: CAC, ROAS, CLTV, activation, conversion, repeat rate, and reactivation.
- Ability to lead a small team and manage agencies/creators while working closely with data teams on tracking and dashboards.

Good-to-Have

- Experience in B2B2C, infra-tech, ecommerce, Account based marketing or app-first ecosystems.
- Exposure to contractor, retail, or manufacturing customer segments in a digital context.
- Familiarity with Salesforce process builder, voice/chatbot orchestration, and regional-language content operations.

Success Metrics

- Growth in high-quality leads and installs at target CAC and ROAS.
- Increase in organic traffic share and organic-led lead contribution.
- Social engagement, follower growth, and social-assisted conversions.
- Increase in App/Web Activation Rate (Lead > Install > Order).
- Reduced churn and improved D30/D90 repeat rates; % orders influenced by automation.
- Funnel drop-off reduction (Install to Order, Order to Repeat) and attribution accuracy.
- Drive 10X growth through the PLG model.

Why Join Us

- Own the complete digital growth stack for one of India’s fastest-growing MSME commerce platforms.
- Solve high-impact problems at the intersection of infrastructure, technology, and marketing.
- Work in a dynamic, cross-functional team obsessed with data, customer success, and scale.

📌 DGM - Marketing (Mumbai)
🏢 Jsw One Platforms
📍 Mumbai