AIWA INDIA

D2C Digital Marketing Lead

Pure-play digital marketing role - own the online demand engine for aiwaindia.com

Location - New Delhi (in-office, full-time)

Reports to - Managing Director, Aiwa India

Function

Pure-play digital marketing. Logistics, demo fulfilment, and commercial/trade actions are owned by existing internal teams - you partner with them but don't run them.

Team

Individual contributor; manages external agencies, creators, and freelancers. Scales into a digital team in Year 2.

Category focus - Large-format Televisions (65" - 100")

Horizon - 12-month outcome: D2C channel established as a credible second leg of the India business, alongside marketplaces

Compensation - Competitive fixed + variable tied to D2C revenue and ROAS. Range commensurate with experience.

About Aiwa India

Aiwa is a Japanese audio-visual brand with deep heritage in audio. The India business has built a strong marketplace presence over the last few years and is now ready to open its second growth engine - a direct-to-consumer business on aiwaindia.com.

Our category focus for this role is the fastest-growing segment in Indian AV: large-format televisions, 65" to 100". We compete in a market where Sony, Samsung, and LG hold the premium tier and TCL, Hisense, and Mi hold the value tier. Our strategic wedge is clear - premium audio-first TVs at a smarter price.

The Role

This is a builder's role, not a steward's. You'll be the first dedicated digital marketing hire for the Aiwa India D2C business - the single point of accountability for the online demand engine that turns aiwaindia.com into a meaningful revenue channel within twelve months.

This is a pure-play digital marketing role. You own everything that drives a qualified prospect from a Google search or a YouTube review to a checkout or a demo booking on aiwaindia.com. Once a lead is captured or a demo is booked, our existing logistics, demo-fulfilment, and commercial teams take over - partner with them tightly, but their P&L isn't yours.

You will run a lean, disciplined operation: roughly - 5 lakh per month in working media against a 30-60 day sales cycle for a - 1-5 lakh television. You won't have time or budget to be everywhere; you'll need to be a sniper, not a shotgun. You'll think in cohorts, ROAS, demo-to-sale conversion, and CAC - not in vanity metrics.

You'll work directly with the MD, with full visibility and full ownership. You'll inherit a six-month strategic plan as your starting point - and you'll be expected to challenge it, sharpen it, and execute it.

In scope (you own)

- aiwaindia.com - UX, content, conversion, analytics.

- All paid media (Google, Meta, YouTube, programmatic) and SEO.

- Creator, influencer, and content partnerships.

- Email, WhatsApp, and on-site CRM/lead-capture.

- Marketing-tech stack and digital reporting.

Out of scope (existing teams own)

- Demo logistics, in-home installation, returns, and field operations - owned by the operations team. You hand over a demo booking; they fulfil it.

- Trade and designer/architect partnerships, dealer relationships, and offline commercial actions - owned by the commercial / sales team.

- Customer service post-sale, warranty handling, and after-sales support.

- Pricing, finance/EMI partnerships, and channel margin decisions - set by the MD with the commercial team; you input but don't decide.

What You'll Own

1. The website and the conversion funnel

- Lead the rebuild and ongoing optimisation of aiwaindia.com PDPs for 65", 75", 85", and 100" models - hero video, room-fit visualiser, EMI calculator, Book-a-Demo CTAs, trust stack.

- Own GA4, GTM, Meta Pixel, Google Ads conversion tracking, and Google Shopping feed health. Site analytics is your dashboard, not your blind spot.

- Drive site speed, checkout conversion, and demo-booking conversion. The homepage and PDP are your most important assets.

- Manage external web/dev partner or in-house developer to ship CRO experiments and feature releases on a 2-week cadence.

2. Performance marketing and paid media

- Plan, brief, and run paid spend across Google Search, Shopping, Performance Max, YouTube, Meta, and (later) programmatic CTV. Roughly 40% of the monthly working budget.

- Set and defend ROAS targets by channel and campaign. Kill underperformers ruthlessly; double down on what works.

- Own retargeting, lookalikes, geo-targeting at HNI postcode level, and competitive defence on terms like "Aiwa TV" and "vs Samsung 75 inch".

- Manage the performance agency or in-house executor; you set the brief and judge the work.

3. SEO, content, and creator partnerships

- Brief and manage 1-2 high-credibility tech YouTube reviewers per month plus 4-6 mid-tier creators - Geekyranjit, Trakin Tech, Beebom-tier and regional reviewers in Tamil/Telugu.

- Build the SEO content engine: cornerstone articles ("75 vs 85 inch room guide", "Best 100" TV in India", "Aiwa vs Sony 75"), AV setup videos, room-fit guides. Earned trust is cheaper than paid trust.

- Drive UGC and reviews online: voucher-incentivised buyer reviews, social proof, post-purchase content collection.

4. CRM, lead capture, and digital nurture

- Own the digital lead-to-sale funnel for a 30-60-day consideration cycle: WhatsApp Business broadcast lists, email (Klaviyo), HubSpot/Zoho CRM, on-site lead capture.

- Build cart-abandoner, demo-no-show, lapsed-lead, and post-purchase nurture sequences. Re-engagement is your second-cheapest acquisition channel after SEO.

- Capture demo bookings on aiwaindia.com and hand off cleanly to the operations team for fulfilment. Track demo-to-sale conversion as a top-line digital-marketing KPI, even though fulfilment isn't yours.

5. Marketing-tech stack and reporting

- Stand up and own the digital stack: GA4, GTM, Meta Pixel, Google Ads, Shopping feed, Klaviyo, WhatsApp Business API, HubSpot/Zoho CRM, Hotjar/Clarity.

- Own a single weekly dashboard: sessions, leads, demo bookings, sales, revenue, ROAS, CAC. Report to MD with the variance story, not the raw numbers.

- Run the digital budget tracker. Know where every rupee went and what it returned. Flag risks before they become revenue misses.

- Plan the Year 2 scale-up: which channels to double, which to cut, when to bring in the second digital hire.

What Success Looks Like

First 30 days

- Website upgrade scoped and in build. Analytics + lead-capture stack live end-to-end. Performance agency or in-house executor onboarded.

- Three anchor YouTube reviews briefed; SEO cornerstone content brief approved.

- First sales (modest) attributed to D2C. ROAS - 4x on brand-search defence.

First 90 days

- Cumulative D2C revenue - 70L+. Blended ROAS at 3.5-4.0x. WhatsApp + email subscriber base at 4K+.

- 50+ demo bookings captured online and handed to ops in month two; demo-to-sale conversion measured and trending.

- Performance Max live with hard ROAS guardrails. Top-of-funnel content engine producing weekly.

First 6 months

- Festive month delivers - 1 Cr+ in single-month D2C revenue. Full year tracking to - 3.7 Cr+ cumulative.

- 390+ TVs sold via D2C, blended ROAS at 4.5x+, CAC under - 5,000 per sale, demo-to-sale at 25-30%.

- A Year-2 digital plan on the MD's desk that is more ambitious than this one - because you've earned the right to scale.

What You Bring

Must-haves

- 5-8 years in digital marketing, with at least 3 years owning a D2C revenue or ROAS target. You've been measured on outcomes, not on impressions.

- Deep, current, hands-on expertise in Google Ads (Search, Shopping, Performance Max), Meta Ads, GA4, GTM, and Google Shopping feed management. You can open a campaign report and tell us what to kill within minutes.

- Demonstrated SEO chops - keyword strategy, on-page, technical, content briefs. You don't need to write the content yourself, but you know good from bad and you measure organic outcomes.

- Direct experience with a high-AOV, considered-purchase category (- 50K+ AOV) - premium consumer electronics, large appliances, furniture, jewellery, premium audio, or similar. You understand the long sales-cycle nurture problem.

- Strong creator/influencer playbook for India - you know who the credible reviewers are in tech, lifestyle, and home, and you've negotiated with them on cash + barter terms.

- Hands-on with CRM and digital nurture (Klaviyo or equivalent, HubSpot/Zoho, WhatsApp Business API). You can build, test, and iterate flows yourself.

- Discipline with money. You can build a media plan in a spreadsheet, defend it line by line, and then deliver it within 5% of budget.

- Comfort working alongside operations and commercial colleagues without needing to own their function. You partner, brief, and align - you don't empire-build.

- Builder's temperament. You are excited by zero-to-one. You don't need a 12-person team to be effective - in fact, you prefer not having one yet.

Strongly preferred

- Prior experience launching or scaling a D2C site for a category with marketplace exposure (i.e., the brand also sells on Amazon/Flipkart) - you've solved the cannibalisation problem before.

- Television, large appliance, or premium audio category background.

- Experience running digital demand-gen for a demo-led or trial-led sales motion.

- Comfort briefing creators across Hindi-English and South Indian language markets.

Nice-to-haves

- MBA or equivalent from a top-tier programme.

- Exposure to martech build-outs (CRM, lead-scoring, marketing-automation flows).

- A point of view on Connected TV (CTV) advertising in India.

- Familiarity with conversion-rate optimisation tools (Hotjar, Clarity, VWO) and structured A/B testing.

What We Offer

- Direct line to the MD. No layers, no politics. The decisions you propose are the decisions that get made.

- A category that's growing 30% YoY with a brand that has real heritage and real product differentiation.

- A clean canvas to build the D2C playbook for a major AV brand in India - something you'll be able to point to for the rest of your career.

- Competitive fixed compensation, variable tied to D2C revenue and ROAS, and the cap-table conversation that comes with building a real second leg of the business.

- Office in New Delhi, full-time on-site - because in the build phase, the speed of the in-room conversation matters.

How to Apply

Send the following (subject line: "D2C Digital Marketing Lead - [Your Name]"):

- Your CV.

- A 1-page note answering: (a) the most successful D2C / e-commerce growth result you've personally driven, with the numbers; (b) the best decision you ever made to kill a campaign or channel that wasn't working; (c) what you would do differently in the first 30 days of the Aiwa India D2C plan if you read the strategy attached to this posting.

- Two references we may speak with, including at least one former direct manager.