This role is for one of Weekday's clients Min Experience: 4+ years

Location: Bengaluru

JobType: full time

We are looking for a Digital Marketing Lead with strong expertise across both performance marketing and CRM/lifecycle marketing . This role will own the digital P&L; across customer acquisition, retention, CRM, membership growth, store footfall, franchisee lead generation, and app growth.

The ideal candidate should be equally comfortable with paid acquisition and retention strategy, with hands-on experience building campaigns, customer journeys, segmentation frameworks, measurement systems, and growth programmes that drive measurable business outcomes.

Requirements What You Will Own

Digital P&L; & Growth

- Own the full digital P&L; across acquisition spend, CRM budgets, and retention outcomes
- Drive growth across three key areas:
- B2B: Franchisee lead generation and lead-to-onboarding funnel
- B2C: Store footfall and membership acquisition/retention
- B2C: App acquisition, engagement, and repeat orders
- Allocate budgets based on full-funnel LTV, CAC, retention, and revenue rather than acquisition metrics alone

CRM & Customer Lifecycle Management

- Own the overall retention and customer lifecycle strategy
- Define membership lifecycle programmes covering onboarding, engagement, renewal, and win-back
- Develop customer segmentation, lifecycle stages, CRM channel strategy, and measurement frameworks
- Manage CRM channels including SMS, WhatsApp, Push Notifications, RCS, and IVR
- Establish the customer lifecycle management philosophy and ensure campaigns are built around measurable retention outcomes
- Own repeat purchase, churn reduction, win-back, and CRM-attributed revenue initiatives

Acquisition & Performance Marketing

- Develop and execute paid acquisition strategies across Meta, Google Ads, and UAC
- Drive hyperlocal campaigns focused on store footfall and customer acquisition
- Build and optimise B2B lead-generation funnels for franchisee and partner acquisition
- Develop the SEO/AEO/GEO roadmap to improve organic visibility and presence across traditional search and AI-generated answers
- Continuously optimise acquisition based on CAC, conversion rates, LTV, and revenue contribution

App Growth

- Drive app acquisition through paid app campaigns and UAC
- Improve app engagement, retention, repeat-order rate, and overall customer value through CRM and lifecycle campaigns
- Monitor app growth metrics including installs, D30 retention, MAU, and in-app order rate

CRM Platform & Measurement

- Own CRM platforms strategically, including segmentation logic, lifecycle architecture, campaign measurement, and customer journey frameworks
- Work with CRM execution teams to ensure campaigns align with the overall lifecycle strategy




- Build measurement architecture using GA4, GTM, and Looker Studio across paid acquisition and CRM
- Establish dashboards and reporting frameworks covering full-funnel growth and retention performance

Team Leadership

- Directly manage the Performance Marketing Manager and Retention Marketing Manager, with supporting executives
- Build strong internal capabilities across acquisition and retention
- Lead the transition from agency dependency to an efficient in-house marketing function
- Establish SOPs, processes, performance benchmarks, and operating frameworks

Cross-Functional Collaboration

- Work closely with the content and design teams to develop high-performing creatives for performance and CRM campaigns
- Partner with business development teams on franchisee lead generation and lead-to-onboarding funnels
- Collaborate with product, technology, and business teams to improve customer acquisition, engagement, and retention

Three Key Growth Themes 2. B2C - Store Footfall & Membership 3. B2C - App Growth

- B2B - Franchisee Lead Generation
- Generate qualified franchisee enquiries through paid and organic channels
- Optimise the lead-to-site-visit and lead-to-onboarding funnel in partnership with business development teams
- Drive hyperlocal customer acquisition and store walk-ins
- Grow membership acquisition while improving engagement, renewal, repeat purchase, and retention
- Drive app installs through paid campaigns
- Improve in-app engagement, D30 retention, and repeat-order rates through CRM and lifecycle programmes

Key Performance Indicators The Digital Marketing Lead will be responsible for driving qualified franchisee leads , optimising CPL and lead-to-site-visit conversion, increasing store footfall through hyperlocal campaigns, and improving ROAS and store-level attribution. The role will also own membership growth , including new member acquisition, cost per member, and renewal rates, while improving customer retention and lifecycle management through repeat purchase, churn reduction, win-back campaigns, and CRM-attributed revenue. For app growth , success will be measured through installs, D30 retention, monthly active users (MAU), and in-app order rates. The role will also drive organic growth through increased organic traffic, Google Search Console impressions, and visibility across AI-generated platforms. Additionally,



the role will be accountable for team efficiency , including cost-per-outcome versus agency benchmarks and effective utilisation of marketing budgets. Must-Have Experience

- 7-10 years of experience in digital marketing, with proven depth across both performance marketing/acquisition and CRM/lifecycle marketing
- Candidates with experience limited exclusively to paid media/performance marketing will not be suitable
- Hands-on experience with CRM platforms such as CleverTap, MoEngage, or WebEngage, including independently building customer journeys and segments
- Experience owning or co-owning a loyalty programme, membership programme, repeat-purchase funnel, or retention KPI
- Strong understanding of multi-channel CRM execution across SMS, WhatsApp, and Push Notifications, including delivery mechanics, opt-out compliance, engagement, and conversion
- Strong understanding of LTV and cohort analysis, including retention curves, customer behaviour, and campaign response
- Hands-on experience with Google Ads, including Search, PMax, and UAC, as well as Meta Ads
- Experience executing hyperlocal or multi-location marketing campaigns, preferably across Tier 2 and Tier 3 markets in India
- Strong understanding of SEO, AEO, and GEO, including technical SEO, structured data, and visibility in AI-generated search answers
- Experience with GA4, GTM, and Looker Studio for paid marketing and CRM measurement
- B2B lead-generation experience across franchisee, partner, or enterprise segments is preferred
- Experience with app marketing, UAC/App campaigns, and MMP platforms such as AppsFlyer or Adjust is preferred

Nice-to-Have
- Experience in D2C, quick commerce, grocery retail, consumer retail, or loyalty-program businesses
- Familiarity with Telugu or other regional languages for bilingual CRM communication
- Experience building an in-house marketing team following an agency transition
- Experience with RCS or WhatsApp Business API at scale
- Experience managing both acquisition and retention teams

Tools & Platforms

Google Ads

- Meta Ads
- GA4
- GTM
- Google Search Console
- CleverTap
- MoEngage
- WebEngage
- Looker Studio
- SEMrush
- Ahrefs
- AppsFlyer
- Adjust
- Excel
- Google Sheets

Must-Have Skills
- Digital Marketing
- Performance Marketing
- CRM / Lifecycle Marketing
- Customer Retention
- Google Ads
- Meta Ads
- Customer Segmentation
- LTV & Cohort Analysis
- GA4 / GTM
- Demand & Lead Generation

Good-to-Have Skills
- App Marketing
- SEO / AEO / GEO
- Hyperlocal Marketing
- Loyalty & Membership Marketing
- B2B Lead Generation
- CleverTap / MoEngage / WebEngage
- AppsFlyer / Adjust
- RCS / WhatsApp Business API
- D2C / Quick Commerce / Retail Marketing

📌 Digital Marketing Lead (Bengaluru)
🏢 Weekday AI (YC W21)
📍 Bengaluru