Digital Marketing Lead

What You Will Own

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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

• 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

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