Our Client is now India's 3rd largest fertility player with 50+ clinic presence in 30+ cities and 20+ states.

It's pioneering a new category 'Ayurveda Fertility Clinic for Couples'.

It is scaling from 50 to 250+ clinics in the next 36 months.

We've mastered performance marketing on digital (Meta + Google), but we want to build offline advertising DNA in the company to drive clinic footfall and build trust to emerge as a fertility category leader.

We're building a lead generation engine through traditional media and direct-response style advertising using outdoor hoardings, print ads, radio, and TV that delivers measurable ROI across 50 cities with a XX crores annual budget to be planned and co-created.

Your job: Own marketing operations, execution, budgets, vendors, attribution, and team - delivering cost-per-lead targets with military precision. You don't need to be a creative genius. You need to be an execution beast who gets things done on ground and manages P&L like a CFO.

Creative support: Founders will provide creative direction and strategic input. You'll work with copywriters/agencies to execute the vision, but your accountability is delivery and performance, not crafting award-winning ads.

THE ROLE:

Campaign Execution & Operations (70% of role):

- Execute direct-response campaigns across outdoor (hoardings, metro stations, bus shelters), print (national + regional newspapers), radio, and TV in 50+ cities

- Priority channels: Outdoor and print are primary focus; radio is tertiary; TV is exploratory for future scale

- Manage end-to-end campaign delivery: vendor coordination, placement booking, timeline management, quality control, on-ground verification

- Build the operational playbook: systems, processes, checklists for multi-city rollout

- Identify high-traffic advertising spots in each city that drive foot traffic to clinics and online leads

- Conduct physical site audits: verify hoarding placements, print ad quality, contracted deliverables

Media Planning & Buying (Core Strength Required):

- Own the - xx cr offline budget with full P&L accountability

- Negotiate and buy media across Tier-1, Tier-2, Tier-3 cities: outdoor vendors, print media houses, radio stations, and TV networks

- Master regional media landscape: understand pricing, vendor dynamics, seasonal fluctuations

- Build and manage relationships with outdoor agencies, print publications, radio companies, and TV media houses across India

- Extract maximum value: negotiate volume discounts, secure prime placements, identify distress inventory opportunities

- Audit vendor delivery rigorously: catch fraud, demand refunds for non-performance, hold vendors accountable

Performance Measurement & Optimization (Critical):

- Build lead attribution infrastructure for offline campaigns (QR codes, unique phone numbers, promo codes, landing pages, location tagging)

- Track and report daily: Cost per lead, foot traffic uplift, lead-to-customer conversion, ROI by city/channel/placement

- Conduct ongoing campaign optimization: kill underperforming placements within 2 weeks, reallocate budget to winners

- Partner with Director of Growth (digital) to benchmark offline vs. digital CPL and optimize total marketing mix

- Present performance data to Founders weekly: what's working, what's not, what you're changing

Creative Coordination (Not Creative Creation):

- Work with Founders and copywriters to execute creative briefs

- Provide market feedback: what messages resonate in which cities, audience insights from ground

- Coordinate A/B testing of creative variations based on performance data

- Ensure brand consistency and messaging clarity across all placements

- You don't write the ads instead you make sure they get placed correctly and deliver results

Team & Vendor Management:

- Build and manage team: media buyers, coordinators, city-level field staff (as scale requires)

- Liaise with city-level agencies for outdoor media, print placement, radio bookings, TV media houses, and on-ground execution

- Build vendor scorecards: delivery quality, negotiation leverage, responsiveness, fraud tracking

- Handle day-to-day operations: spot identification, booking confirmations, creative trafficking, invoicing, payment cycles

- Create systems that can scale from 50 to 100+ cities without Founder dependency.

NON-NEGOTIABLES (Must-haves):

1. Proven Operations Track Record: Managed - 10cr+ Offline Budgets with Lead Attribution

You've run large-scale traditional media campaigns and can answer: "What was your cost per lead? Which placements underperformed and how did you reallocate? How did you attribute offline conversions to specific placements?"

Not acceptable: "We got 50 million impressions" or "Great brand lift." We need numbers-leads, conversions, ROI.

2. Ground Execution Experience: Negotiated Media Buys in 20+ Cities

You know how Tier-2 and Tier-3 markets work. You've personally negotiated with regional media houses, outdoor vendors, and print publications. You've caught vendor fraud, physically verified placements, and built relationships that get you better deals.

Not acceptable: Sitting in Mumbai/Delhi and delegating everything to agencies without ground verification.

3. Operational Excellence: Multi-City Campaign Delivery Without Drama

You've managed the chaos of launching campaigns across multiple cities simultaneously. You have systems, checklists, vendor networks. You prevent fires, not just fight them. You can show examples of smooth execution at scale.

Not acceptable: Pure "strategy" types who've never touched operations or managed vendor relationships directly

IDEAL BACKGROUND:

Experience: 8-12 years in B2C marketing with demonstrated success in operational delivery of offline campaigns

Best-fit profiles:

- D2C brands scaling offline: Operations/Media heads from companies similar to businesses of Mamaearth, mCaffeine, Sugar Cosmetics, Wow Skin Science, Licious, Country Delight, Boat (managed - 10-30cr offline spends operationally)

- FMCG regional launch specialists: Ran multi-city rollouts for companies similar to HUL/ITC/Dabur with hands-on vendor management and budget accountability

- Media agency veterans who moved client-side: Ex-Laqshya/Madison/Dentsu operations heads who then took P&L ownership at brands

- Outdoor/Print specialists: Deep expertise in traditional media buying, vendor networks across India, negotiation mastery

Key distinction: We want the person who executes and delivers, not the person who creates beautiful strategy decks. If you've personally visited 30+ cities to launch campaigns, negotiated with vendors face-to-face, and caught delivery fraud-you're our person.

WHAT SUCCESS LOOKS LIKE:

First 90 days:

- Pilot 5-city campaign (- <1 Cr budget)

- Build vendor network and attribution infrastructure

- Deliver target CPL aligned with digital benchmarks (or explain why and propose fixes)

- Establish operational systems: vendor scorecards, placement tracking, audit protocols

First year:

- Scale to 50 cities with - xx cr budget

- Achieve consistent CPL targets across markets

- Build team capable of managing 100+ city rollout

- Save - 3-5cr through vendor negotiation and fraud prevention

- Establish offline as a repeatable, scalable lead generation channel with documented systems

The ultimate test: Can you scale this to 100 cities without needing Founder involvement in day-to-day operations? If yes, you've succeeded.

REQUIREMENTS SUMMARY:

Must-have:

- 8+ years B2C marketing (healthcare/wellness/D2C/FMCG preferred)

- Managed - 10cr+ offline budgets with measurable lead attribution

- Negotiated media buys across 20+ cities (Tier-1, Tier-2, Tier-3)

- Hands-on experience with outdoor (hoardings, transit), print, radio, TV advertising

- Strong vendor management and negotiation skills

- Data-driven mindset: performance tracking, budget optimization, ROI accountability

- Proven ability to build operational systems and manage teams

Good-to-have:

- Understanding of direct-response marketing principles (can guide copywriters on what works)

- Experience in Ayurveda/healthcare/wellness categories (understands trust-building in sensitive categories)

- Built and scaled marketing operations from scratch

- Comfortable with ambiguity and building in fast-growth environments

NOT required:

- Copywriting skills (we have creative support)

- Award-winning creative portfolio (we measure leads, not awards)

- Pure "brand building" experience (we need performance marketing discipline)

Personality:

- Ownership mentality: This is your P&L. You win or lose based on execution and ROI.

- Operator, not strategist: You'd rather be in Surat auditing hoardings than in Mumbai making PowerPoints.

- Performance obsessed: You track CPL daily, kill losers fast, scale winners aggressively.

- Systems thinker: You build processes that work without you (succession > hero moments).

REPORTING & COLLABORATION

- Reports to: You'll closely work with a workgroup that has Founders, Director of Growth and Head of Clinic Ops.

- Works closely with: Creative team/agency (you coordinate execution, they handle creative development)

- Owns: Offline marketing budget, vendor relationships, campaign delivery, lead attribution, team management

- Location: Mumbai (significant travel required-expect 10-15 city visits per quarter for launches and audits)

WHY JOIN OUR CLIENT?

- Founder-led company scaling from 50 - 250+ clinics by 2030 (- 1000cr ARR target)

- Build India's offline marketing operations playbook for a category-creating Ayurveda fertility brand

- High trust, high autonomy: - 20cr+ budget ownership, direct Founder access, freedom to build systems your way

- Impact: Your execution directly drives clinic foot traffic, patient trust, and business growth across India

- Institution building: Create systems that outlast individuals-document, train, scale