Lokal - Director - Growth & Subscription Revenue

Job description

Role & responsibilities

Acquisition, end-to-end

Performance marketing across Meta, Google, and emerging channels, with an explicit mandate to cut single-platform dependence

ASO and organic pull, so growth isn't 100% spend-led

Influencer marketing and channel mix decisions across four audiences that don't look alike

High-volume, vernacular-first creative testing an iteration engine, not a monthly campaign calendar

CAC optimization as an ongoing discipline, not a one-time fix continuously testing channel mix, bidding strategy, and creative to bring CAC down without starving volume

Funnel and experimentation

Building and owning the full product and marketing funnel awareness through acquisition, activation, trial, paid conversion, and win-back

Running a structured, high-velocity experimentation engine across funnel stages: pricing tests, paywall placement, onboarding flows, creative-to-landing-page match

Bringing genuinely new growth plays to the table, not just optimizing what already exists

Monetization mechanics

Pricing, packaging, trial design, paywall placement, autopay mandate economics, and win-back

The line between ad promise and in-app delivery if the hook oversells, trial-to-paid conversion and trust both break, and that's your problem to prevent

Money and people

Marketing budget allocation across four businesses with different LTV curves deciding where the next rupee and the next hire go is a live judgment call, not a formula

Building and running a multi-function team: performance marketing, lifecycle/CRM, creative, ASO, growth analytics

The rigor underneath it

Blended and channel-level ROAS, M0-to-payback visibility, and CAC/payback targets set by product and category a single blended number tells you nothing across four different businesses

Incrementality and attribution done properly MMM plus platform data, not last-click

Compliant, resilient account structures and creative guidelines for categories that get scrutinized hard personal finance-adjacent and matrimony traffic doesn't survive lazy account hygiene

Preferred candidate profile

5+ years of relevant growth marketing experience, with a track record you can walk through in detail not just describe at a high level

You've owned a revenue P&L before, ideally in a subscription business not just a spend budget or a ROAS target someone else set for you

Experience scaling a business to 200300 Cr+ in annual revenue, or managing a business generating 810 Cr+ in monthly revenue you've operated at a scale where the trade-offs are real and the margin for error is thin

Strong, hands-on expertise in CAC optimization and performance marketing you can walk through exactly how you brought CAC down while protecting volume and quality

Proven ability to build and optimize product and marketing funnels end to end, with a bias toward experimentation you treat the funnel as something to be continuously rebuilt, not a fixed pipe you pour spend into

You've run growth across more than one product or business line at once, and made real trade-off calls between competing bets with a shared budget

You know India consumer subscription mechanics cold: UPI autopay/e-mandate economics, low-ARPU high-volume funnels, vernacular creative at scale this isn't a market you're learning on the job

Experience in subscription-based business models is strongly preferred you understand content/subscription LTV curves, churn, and win-back dynamics specifically

You're fluent in ad-platform policy and account health, and have built compliant creative guidelines and resilient account structures for a regulated or heavily scrutinized category (fintech-adjacent, matrimony, health, etc.)

You can talk unit economics without notes: CAC, payback period, cohort LTV, blended and channel ROAS, and the MMM/attribution stack underneath them

You've built a marketing org, not just operated inside one hiring, structuring, and managing performance/CRM/creative/ASO/analytics functions

You have a real network across ad platforms, agencies, and creative supply that you can activate in month one, not month six