Head - Growth Marketing/Marketing Head - B2B Startup

Roles and Responsibilities:

- Part of the business growth team. Formulate the marketing strategy as per the business goals

- Formulating & Executing the campaigns around retailers and manufacturers

- Highly Analytical and hands-on with tools like Appsflyer/Singular/Clevertap/Webengage, able to understand the behaviour and tweak the funnel for maximum efficiency

- Utilizing all the modes of communication i.e. product, social media, offline modes, etc. to the fullest extent.

- Making sure that the entire communication across the stakeholders is adhering to the brand voice

- Keeping track of awareness & engagement metrics at all times.

- Engaging with other teams like Distribution & Sales teams, customer support teams to know the communication requirements

- Conducting customer visits and user research as a regular practice and sharing insights

- Defining processes for the functioning of the entire marketing team. Defining the process of flow of information both internally and externally (Inter-team communication)

- Will be Responsible for CAC/Cost of Retention of Factories and their customers (Retailers)

Build a team

- Recruit: Build a pool of Marketing Talent - PMMs, DMMs, Social Media Managers, Content creators etc. and allocate them in the right function and teams within the Marketing team structure.

- Onboarding and Orientation: Define and execute a process of new joiners and make them familiar with the Users (Retailers & Manufacturers) product, systems and processes. Setting the expectations clear for each role. Guiding them with their KPIs and inducting them into teams.

- Training, Coaching, Mentoring: Setting up tools and frameworks to train Marketing Managers where required. Inspire and coach them to keep them motivated and productive at all times. Conduct Performance Review and feedback sessions with each team member at least twice a year and help in career progression.

Building the Marketing Vision

- Be the voice of the users internally and the voice of the brand externally

- Stay on top of changing trends and strategic priorities through in-depth data analysis to predict user behaviour

- Having a deeper understanding of the market and the customer

- Formulate Marketing Strategy and aligning all the Internal teams of at least 3 months

- Follow OKR framework religiously and manage implementation at all level

Nurturing the Culture

- A strong growth hacking culture means that the team understands the importance of knowing the users (retailers / Manufacturers), their behaviour & needs, and coming up with innovative hacks every time to communicate & engage with the user

- Marketing is more about trying new hacks then following a process book. Making sure that the culture of doing something new in every initiative sustains.

- Respect and value user-facing teams and their experience and try to learn as much as possible from them

- Understands the power of a motivated team. A leader should understand this well and can inspire the teams

- Impart Data-Driven decision habits coupled with intuitive hacks on the basis of user understanding.

- Agility is a part of the game. Should understand well when to pull the plug off on an existing campaign/ initiative and switch to a new initiative.

- Quick Decision making and highly purpose-driven.

An ideal candidate would come with:

- Experience: 6-7 Years of experience in building and leading a scaled Marketing Function in Product/tech-b2b Company.

- Preferred Domain exposure: Any experience in working in VC backed start-ups, internet/tech companies, retail companies.

- Communication Skills: You excel at communication and story-telling skills with the right set of knowledge to execute the same, which ultimately will enhance the impact of your communication and the brand voice

- Ability to compromise with work-life balance for the initial few years until the brand reaches a stable position

Chemistry with founders

Being one of the topmost positions in the organization, in the end, you should have great chemistry with founders. Have discussions and discourses on overall business vision and strategy over monthly lunch meetups. Work closely with founders to understand the existing limitations, drawbacks, and formulate strategies to build and improve the marketing function accordingly.