Digital Marketing Lead

This role is for one of Weekday’s clients

Min Experience: 4+ years
Location: Bengaluru
JobType: full-time

We are looking for aDigital Marketing Leadwith strong expertise across bothperformance 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-funnelLTV, CAC, retention, and revenuerather 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 includingSMS, 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 acrossMeta, 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 theSEO/AEO/GEOroadmap 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 usingGA4, GTM, and Looker Studioacross paid acquisition and CRM.
• Establish dashboards and reporting frameworks covering full-funnel growth and retention performance.

Team Leadership

• Directly manage thePerformance Marketing ManagerandRetention 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

1. 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.

2. B2C – Store Footfall & Membership

• Drive hyperlocal customer acquisition and store walk-ins.
• Grow membership acquisition while improving engagement, renewal, repeat purchase, and retention.

3. B2C – App Growth

• 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 drivingqualified franchisee leads, optimising CPL and lead-to-site-visit conversion, increasingstore footfallthrough hyperlocal campaigns, and improving ROAS and store-level attribution. The role will also ownmembership growth, including new member acquisition, cost per member, and renewal rates, while improvingcustomer retention and lifecycle managementthrough repeat purchase, churn reduction, win-back campaigns, and CRM-attributed revenue. Forapp growth, success will be measured through installs, D30 retention, monthly active users (MAU), and in-app order rates. The role will also driveorganic growththrough increased organic traffic, Google Search Console impressions, and visibility across AI-generated platforms. Additionally, the role will be accountable forteam 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 bothperformance 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 asCleverTap, MoEngage, or WebEngage, including independently building customer journeys and segments.
• Experience owning or co-owning aloyalty programme, membership programme, repeat-purchase funnel, or retention KPI.
• Strong understanding of multi-channel CRM execution acrossSMS, WhatsApp, and Push Notifications, including delivery mechanics, opt-out compliance, engagement, and conversion.
• Strong understanding ofLTV and cohort analysis, including retention curves, customer behaviour, and campaign response.
• Hands-on experience withGoogle Ads, including Search, PMax, and UAC, as well asMeta Ads.
• Experience executinghyperlocal or multi-location marketing campaigns, preferably across Tier 2 and Tier 3 markets in India.
• Strong understanding ofSEO, AEO, and GEO, including technical SEO, structured data, and visibility in AI-generated search answers.
• Experience withGA4, GTM, and Looker Studiofor 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 asAppsFlyer or Adjustis preferred.

Nice-to-Have

• Experience inD2C, quick commerce, grocery retail, consumer retail, or loyalty-program businesses.
• Familiarity withTeluguor other regional languages for bilingual CRM communication.
• Experience building an in-house marketing team following an agency transition.
• Experience withRCSorWhatsApp Business APIat 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