Awign - General Manager - Product Marketing

About Awign:

Awign is India's leading work-fulfillment platform, revolutionizing how businesses and the gig workforce connect. From urgent client requirements to empowering a distributed workforce across the country, Awign operates at the intersection of performance, purpose, and platform-led scale. As we expand our core operations and new initiatives, we are looking for a Product Marketing Leader to own and accelerate growth across all our business tracks.

Role Overview:

This is a high-ownership role that sits at the heart of Awign's growth ambitions. You'll lead three core marketing tracks - scaling our new initiatives, elevating our demand-side (client-facing) presence, and strengthening our supply-side (gig workforce) brand. Expect to build from scratch, scale what works, and lead a cross-functional team that shapes how the world experiences Awign.

Key Responsibilities:

1. New Initiatives (New Business Lines, GTM, Experiments)

Goal: Launch & grow new categories or business lines under the Awign umbrella.

Core Marketing Responsibilities:

- Run and scale performance marketing (Google, Meta, LinkedIn) from scratch.

- Own all content pipelines - blog, creatives, videos, and landing pages.

- Build and manage email campaigns, CRM journeys, and affiliate/influencer programs.

- Lead social media strategy for new brands - plan, post, engage.

Campaign Performance & Analytics:

- Build weekly/monthly dashboards to track ROI, ROAS, CAC, and growth KPIs.

- Maintain marketing data integrity across platforms; flag what's working and what isn't.

Funnel & Growth Optimization:

- Map full customer journeys and optimize for conversion.

- Run A/B tests across touchpoints (ads, pages, email, etc.).

- Implement smart retargeting strategies.

GTM & Customer Engagement:

- Define GTM plans with product and growth teams.

- Create and refine customer personas.

- Set up systems to collect and act on customer feedback.

- Build memorable onboarding and early user experiences.

Internal Setup & Leadership:

- Create SOPs to keep sales, product, and marketing teams aligned.

- Ensure setup of clean UTM tracking, GA4, pixels, and CRM integrations.

- Mentor team members and manage budgets.

- Sync closely with founders and product for roadmap alignment.

2. Demand / Client-Facing Marketing:

Goal: Strengthen Awign's brand and communication for clients and enterprises.

Key Priorities:

- Launch high-performance paid ad campaigns (Google + LinkedIn) focused on B2B leads.

- Refresh and manage the Website continuously with updated narratives and CTAs.

- Drive visibility through client testimonials, product videos, case studies, and webinars.

- Strengthen SEO and organic visibility in phases.

- Manage and grow our LinkedIn, YouTube, and Instagram presence.

- Roll out a professional Business WhatsApp experience.

- Collaborate with the sales team to ensure timely updates on leads, stories, and assets.

Later-stage initiatives:

- Execute PR activities to boost brand perception in B2B circles.

- Launch and maintain a high-quality Monthly Newsletter (High priority).

- Develop' narratives via blog and social storytelling.

3. Supply / Gig Workforce / Employer Branding

Goal: Build brand affinity and drive traffic from gig workers & talent at scale.

Key Responsibilities:

- Drive relevant and sustained user traffic to www.awign.com via SEO and content.

- Run cost-efficient performance marketing campaigns to fulfill project-based supply needs quickly.

- Own PR, employer branding, and narrative building to attract top talent and gig workers.

- Elevate Awign's supply-side brand through videos, blog content, social media, and landing pages.

- Set up performance dashboards to track gig acquisition funnel health and optimize for CPL and quality.

Who You Are:

- 6-10 years of experience in platform or consumer marketing; preferably with dual-sided marketplaces.

- Strong performance marketing, content, and analytics skill set.

- Able to juggle multiple brand voices across different user groups.

- Experience leading GTM efforts and launching new categories from scratch.

- Proficient in tools like GA4, Meta Ads, Google Ads, LinkedIn Ads, CRM, and UTM-based tracking.

- A self-starter with a bias for action and a knack for storytelling.

What You'll Get:

- Full ownership across core marketing and innovation tracks.

- A chance to shape one of India's most impactful gig platforms.

- Access to a strong, collaborative team and a growth-focused leadership circle.

- A high-trust environment that values initiative, experimentation, and outcomes.