Head - Consumer Marketing - Digital/SaaS

Client is one of India's largest digital business and consumer brands that has transformed local services ecosystem through a powerful need fulfillment and monetization platform that generates qualified, parameterized leads to local service SMBs every day in 40 cities.

Client unique, scalable digital platform, stapled to an expanding digital-mobile-local opportunity, has positioned it to serve in 24,000+ location-categories for purchase-oriented users (24+ M user needs p.a.) and growth-oriented businesses (2+ M active local businesses).

Client has incubated ProManage, a unit that works independently to help manage the profiles of thousands of enterprises and SMBs. This position is to be the head of business of this nascent business unit that is growing fast.

Description & Expectations:

We are looking for a consumer marketing head to build the client brand amongst millions of consumers and drive growth of consumer actions/engagement thereon.

He/she will closely to market, acquire and retain consumers in certain geo-clusters where client local services is a dominant player - and grow it further in multiple methods that make client a formidable force amongst millions of consumers.

Non-SEM Digital Marketing :

a. Proficiency and expertise on acquiring consumers through non-Google methods that drive a combination of both brand saliency and brand engagement for client in the desired geo-clusters (eg: Bangalore Home Improvement, Delhi Packers and Movers etc)

b. Experience in spending lakhs/crores of rupees p.m. in digital channels including FB, Google Display, Insta, Pinterest, Affiliates and other methods to drive the objectives of brand saliency amongst desired set of consumers.

c. Deliver consumer repeats through a variety of consumer marketing messages in non-SEM channels for groups of clusters in desired geos- to drive greater growth of client brand amongst existing users of the brand.

Brand saliency / Brand messaging:

a. Expertise in analyzing different messaging requirements that would resonate for different clusters - and adapt it for improving marketing saliency in a variety of geos (if needed) and deliver non-SEM growth of consumers

b. Identifying/Iterating brand saliency through AB tests / market research / internal stakeholder requirements and come up with an enhanced version of current client brand promise of - Fast Free way to get experts-

c. Measuring and growing consumer brand salience within the targeted geos (mostly top 20 cities) for the desired categories - and how consumers perceive the brand AFTER using our service. Create inputs for the product team in driving greater consumer repeats thereon without having to spend additional marketing monies.

Consumer engagement:

a. Innovate and grow current consumer engagement flows for related needs, drop-off needs, repeat needs etc using personalized engagement platforms that have been built to date.

b. Engage with consumers on multiple social platforms with a combination of organic and inorganic spends to deliver superior brand engagement with new and repeat consumers of client.

c. Obtain significant growth of consumer referrals through consumer engagement journeys

d. Communicate consumer successes of need fulfilment by working with other arms of client including sales team, marketing teams, press releases etc - to obtain increasing credibility and viral word of mouth spread

Professional and Personal Attributes:

- 10+ years of marketing and sales experience in a digital / SaaS organization with acquisition of consumers and businesses in the tens of thousands or millions p.m.

- Deep knowledge of consumer / business acquisition tools with expertise across marketing spends in social, search, affiliates and other digital forms of acquisitions

- 5+ years of experience in digital campaign communication including the varieties of communication methodologies - including direct hands-on experience in creative communication (besides working with partners/agencies to help in improving the communication drafts)

- 5+ years of experience in managing team members with a wide variety of roles including marketing, product (if feasible)

- Good analytical knowledge including working knowledge of large data analysis to help analyze campaign outcomes

- Should possess an innate love of data and ability to see new patterns that impact business

- Positive, initiative driven and passionate about digital marketing

- Result oriented, entrepreneurial and self-motivated

- Ambitious and flexible

- Excellent communication and presentation skills - particularly in English and spoken Hindi and 1 regional language

Other aspects:

- Reporting to business head

- Must be based out of Chennai with significant travel whenever it opens up

- Mostly working out of office - once COVID threat ceases