Role & responsibilities

1. Research &
- Customer Understanding

- Run customer and market research into kirana retail owners who they are, their daily routine, what they value (credit, delivery reliability, price, time saved, trust), and what makes them adopt or reject a new way of ordering.

- Identify which mediums (WhatsApp, YouTube in local language, in-shop demos, distributor salesmen, word-of-mouth, regional print) actually reach and influence kirana owners and which are a waste of

money.

- Track competitors and other B2B/ONDC apps and bring back insights the team can act on.

1. Ideate &
- Field-Test

- Generate campaign and creative concepts that could drive app installs, first orders and repeat ordering grounded in the research, not guesswork.

- Test concepts in the field before full deployment small, cheap experiments in real kirana markets to see what actually gets a shopkeeper to act, then scale only what works.

- Define the objective and metric for each concept up front: what does success look like, and how will we measure it?

1. Create &
- Deploy

- Produce the final creative using Canva and AI tools presentations, banners, posters, flyers, brochures, Instagram posts, YouTube videos/shorts (cross-deployed to Instagram, TikTok, Facebook) and LinkedIn creatives.

- Keep everything on-brand and in the peppy, festive, trade-friendly look (marigold yellow, signal orange, fresh green) and vernacular language our kirana audience responds to.





- Use AI tools (ChatGPT, Canva Magic, image/video generators) to produce a high volume of polished, on- brand content, rapid.

1. Measure &
- Improve

- Track campaign and creative performance, what worked and what didn't, report it simply, and feed the learning into the next round.

- Organise the team's design files, templates and past learnings so nothing is remade from scratch.

Preferred candidate profile

- Education: Bachelor's degree (any) with a marketing background. MBA not required we care about how you think and what you've shipped, not your degree tier.

- Experience: 24 years in marketing, growth, content or social media, with campaigns you personally owned end-to-end.

- Thinking: You can explain the objective, audience and reasoning behind your past work not just show the finished post.

- Customer instinct: Curious about people; comfortable going into the field, talking to shopkeepers, and forming your own view of the customer.

- Analytical: You form hypotheses, design simple tests, read basic numbers (installs, orders, conversion, cost per result) and draw conclusions.

- Creative & tools: Strong with Canva and AI tools; a clean design eye; able to turn concepts into polished assets quickly.

- Language: Fluent in Telugu and Hindi/Hinglish to keep creatives natural for a kirana audience; strong English for brand/LinkedIn work.

📌 Marketing Manager (Hyderabad)
🏢 Lakshit Bhayana Consultancy
📍 Hyderabad